How Kik is banking on a crypto-based strategy
Messenger app Kik is hedging its future on the cryptocurrency token it built, Kin.
The Canada-based company is trying to become a way for brands to connect with its young users by offering them cryptocurrencies as incentives. (Over half its user base is reportedly aged 13 to 24.) As media companies struggle to monetize based on ad revenue alone, Kik is betting that crypto can fill the gap.
“We tried to monetize through interactive ads, but there’s a [Facebook-Google] duopoly of two companies generating the most revenue from ads. It’s very hard to compete,” said Kin’s vp of product Alex Frenkel. “Kik now doesn’t have to compete with those duopolies anymore, and we can monetize on creating value for users.”
For Kik, the path to monetization includes making money from brands that promote surveys, incentives for content sharing or other activities on the platform, and from the undisclosed amount of Kin that Kik currently holds.
Digiday+ Research deep dive: YouTube holds strong as a reliable marketing channel for agencies and brands
YouTube might not be considered the most exciting marketing channel out there, but brands and agencies see the platform as a reliable marketing channel that delivers consistent success.
Pringles goes all in on social to put college athletes front-and-center for ‘March Mustache’ campaign
Pringles is turning to social media — particularly Instagram — to leverage some of the college athletes playing in the March Madness basketball tournament, with the goal of reaching college basketball fans on second screens.
Short-form video needs better monetization, creator funds aren’t the way to do it
Creator funds have almost been like a stepping stone before a more permanent solution is either considered or put into place.
SponsoredHow advertisers are leveraging omnichannel attribution and measurement to power CTV
Sponsored by MNTN Connected TV advertising has joined and expanded the larger ecosystem of campaigns that advertisers deploy. As such, omnichannel marketing strategies now encompass television and mobile devices, tablets and other screens such as out-of-home. And as customers engage across these different touchpoints, brands are seeking and moving their measurement and analytics efforts to […]
L’Oreal uses social listening, in-house teams to tap into beauty trends ‘at the speed of culture’
The beauty behemoth is turning to in-house teams to accelerate content production that taps into trends within days, rather than the weeks or months of traditional marketing and advertising timelines.
With Canva and Adobe’s new updates, the generative AI race enters the brand design space
Canva and Adobe are just two of several major design and visual platforms that are rapidly introducing new generative AI capabilities in the service of brands.