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U.S. OTT Video Subscriptions To Leap 20% By 2026; Younger Viewers Driving Churn https://ift.tt/3gpJOWQ Over-the-top video subscriptions in the U.S. will increase from nearly 230 million this year to more than 277 million in 2026, or more than 20% in five years, projects Parks Associates. The research firm also reports that 80% of Millennials and Gen Zers say that they view video on more than one platform at least monthly. The new whitepaper on the evolving media landscape also confirms that younger generations are much more likely to view video on mobile devices (and, at least among Millennials and Gen Z, PCs), than boomers and the most “mature” segment (chart above). As for subscription churn, the average OTT subscription in U.S. broadband households was about two-and-a-half years as of this year’s first half — and by-household subscription lengths have an extremely strong correlation with age, according to report. advertisement advertisement "To ensure a positive brand experience, media companies must consider a myriad of preferences and behaviors,” including age, viewing habits, interests, available time and platform preference, adds Dave Palmer, president of Everise, a tech outsourcing firm that partnered on the report. “The emergence of multiplatform viewing further drives the need for these brands to protect both themselves and their customers with a multichannel content moderation and omnichannel support strategy.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 24, 2021 at 09:54AM
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Applebee's Taps TikTok's 'Fancy Like' Frenzy https://ift.tt/3jcLpkD Applebee's Neighborhood Grill + Bar may not have had anything to do with the origins of "Fancy Like," the hit country music song dominating TikTok these days. But it's happy to be mining the viral craze, teaming up with country music artist Walker Hayes for a new ad campaign. It's even bringing back the song's Oreo Cookie Shake for just $2.99, so every Applebee's date night can hit that classic sweet spot. Walker's song hit Billboard's Country Digital Song Sales chart like an Alabama hurricane back in June, giving Hayes his first No. 1 hit. And while it's catchy enough, as country food/love songs go, it got its traction on TikTok. The Hayes family, apparently as bored in lockdown as the rest of the world, started filming front-porch dance clips, which 15-year-old Lela helped choreograph. The clips, and the many variations starring random Applebee's teams, cops, nurses, kids, senior citizens and even a dance-by from Shaquille O'Neal, have been viewed millions of times. Walker Hayes and his wife have had plenty of date nights at the Applebee's in his native Mobile, Alabama. In Applebee's press release, he says he always wanted to write a song about it. And dancing with his kids made it all the more fun. "It almost seems too easy because it was just me being me, in the song and with my family," he says in an interview with Billboard. Applebee's is owned by Dine Brands, the Glendale, California-based company that also owns IHOP. In a conference call reviewing its earnings earlier this month, the company acknowledged the attention the dance challenge has been creating. With recent ads featuring the theme songs to “Cheers” and “Welcome Back, Kotter,” music is part of the brand's DNA, says John C. Cywinski, Applebee's resident, on the call. So "Fancy Like" fits right in. "The song lyrically is all about date night at Applebee's, and it's gone viral in a big way on social media, TikTok, Instagram and YouTube, providing great buzz for the Applebee's brand." Country music has never missed a chance to link brand names to class struggles, particularly with booze, trucks and Dr. Pepper. No word yet if any other brands intend to pounce on Hayes’ song, but it’s rich with endorsement opportunities. It mentions seven other brands: Wendy's, Natty (a.k.a. Budweiser's Natural Light), Vespa, Maybelline, Victoria's Secret, Skoal and … Tesla. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 24, 2021 at 09:25AM
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Latest Streamer-Wireless Tie-In Deal: Apple TV+ and T-Mobile https://ift.tt/3DdjVmZ Adding to the growing number of free streaming subscriptions linked to high-end mobile service plans, T-Mobile will begin offering a free year of Apple TV+ to new and existing customers of its unlimited Magenta and Magenta MAX plans starting Aug. 25. Apple TV+, launched in November 2019, normally costs $4.99 per month or $49.99 per year. Streaming is the #1 use of Verizon’s network, accounting for half of overall traffic, according to Verizon. T-Mobile and Netflix were the first to partner, in 2017, offering a free subscription to T-Mobile ONE customers with two or more voice lines, as long as they remained customers. Currently, most T-Mobile Magenta and Magenta Max plans include ongoing Netflix access at no additional charge. At Disney+’s launch, also in November 2019, a 12-month free trial of the streaming service was available to Verizon customers on top-tier unlimited and 5G home internet plans. In 2020, the partners introduced a free, 12-month Disney+ trial to the Disney bundle (Disney+, Hulu and ESPN+) for customers of two Verizon unlimited plans. advertisement advertisement Currently, lowest-rung unlimited Verizon customers get free Disney+ for six months — along with six months of rival streamer Discovery+, Apple Arcade, Apple Music and Google Play Pass. Other Verizon plans include ongoing access to the Disney bundle, or six months of Disney+, plus limited-time access to the Discovery and Apple services, cloud storage and device-plan discounts. AT&T is also in the game. Some unlimited AT&T plans include access to the ad-free, $14.99-per-month tier of HBO Max. In addition, last week, AT&T introduced free access to HBO Max’s new, ad-supported HBO Max tier, normally $9.99 per month, for prepaid phone customers on AT&T’s Cricket Wireless unlimited plan. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 24, 2021 at 07:10AM
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Twilio Segment Offers Development Toolkit To Help Brands Go Beyond Off-The-Shelf Software https://ift.tt/3mvwd47 Brands have a new resource for avoiding generic software and building a unique customer experience: Twilio’s Developer Toolkit. The Toolkit is designed to help developers customize their customer data stacks and differentiate their digital products and experiences when using when using the Twilio Segment consumer data platform (CDP). “Every company is investing and innovating in digital customer engagement in order to compete,” states Peter Reinhardt, CEO of Twilio Segment. "The trouble is, you can’t buy a one-size-fits-all SaaS software and expect to deliver a differentiated experience — if you can buy it off the shelf, so can your competitors." Reinhardt adds: “You need the tools to build something unique that is true to your brand and customers.” If Twilio Segment is correct, we have reached the end of off-the-shelf software. There were over 8,000 marketing tools available at the start of 2020, resulting in a “chaos of interconnected tools,” the company argues. advertisement advertisement In this environment, software developers are “a company’s most valuable asset,” Reinhardt notes. The Twilio Segment CDP allows developers to build unique products and experiences in-house using a “building blocks” approach, combining new and existing solutions while saving thousands of engineering hours, the company claims. According to Twilio Segment, developers can benefit from these features: - Destination Actions provides brands with the ability to configure how data is sent to each application. - Functions allows firms add custom data sources and application destinations in addition to the 400+ in the Twilio Segment catalog. - Multi-Instance Destinations connects a single data source to multiple instances of the same application, assuring teams across the business that they are using the same data. - Data collection from more data sources, including web libraries such as Analytics is 2.0, and mobile libraries like Swift and Kotlin. Developers offer several observations. Daniel Newman, principal analyst at Futurum Research, says Twilio Segment CDP offers developers important tools "to build and maintain a modern data framework without requiring extensive time from engineers, allowing resources to be more effectively deployed to support customer experience efforts.” “Building the basic infrastructure needed to collect and unify customer data in-house is costly and requires constant support from engineers,” adds Jane Kelly, head of growth at Retool, the development platform for building internal tools, adding that the Twilio Segment CDP gives developers the capability "to build on top of a strong data infrastructure." Twilio acquired Segment for a reported $3.2 billion last year.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 23, 2021 at 02:23PM
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Three Use Cases That Connect the Dots Between Influence and B2B Marketing Results https://ift.tt/3mvVfAl Last week I talked about where B2B Marketers are seeing the most impact from influencer marketing efforts based on the research done with hundreds of marketers for the State of B2B Influencer Marketing Report. Three of those specific areas where influence can help B2B brands optimize for greater marketing impact include brand, growing the influence of key executives and driving leads / sales. While just about everyone in B2B Marketing is aware of how working with influencers can add relevance, reach and engagement to content, not everyone makes the connection between their particular business problem and the influence solution. Here are three examples from many that can help you connect the dots. Build Credible Awareness of Your Brand with CustomersBusiness Problem: The industry is not aware of your brand, solution or your category. This is a situation many start-ups, new products or services, re-brands and challenger brands experience in the industry. These awareness issues are also especially present in situations where the target audience is not aware of the problem your company solves. Whether your company or solution is new, your business is in a crowded marketplace or your market isn't aware of the problem you solve in the first place, credible awareness is essential for getting on the radar and even considered for modern B2B buyers. B2B Influence Solution: Engage top category influencers to drive conversations about the need for solutions like yours. There are multiple centers of influence for every business professional including industry publications, professional relationships with peers, industry experts, or special interest groups and associations. Building credible awareness of your solution and/or brand can be expedited in an authentic way by identifying trusted voices in your industry on the topic and finding ways to partner with them. The outputs of those activations can include any format that matters to your customers from text (white papers, reports, blog posts, articles) to audio (podcasts, social audio), to video (recorded episodes of an ongoing "show", livestream video, webinars, virtual events). B2B Marketing Impact: With more credible awareness of the need for your type of solution and your brand, the warmer the market will be to your solutions. While the description of this impact is simple, execution and achievement of it is not.Grow Thought Leadership of Your People and BrandBusiness Problem: Customers value thought leadership from the brands they buy from but do not see your brand as a thought leader. Even if buyers are aware of your brand and solution, they may not consider it seriously if you are not demonstrating leadership in the strategic direction of the category. Buyers want to know they are working with the best, not just today, but in the future. Thought Leadership for a brand means an active demonstration of strategy that is validated by credible third parties. B2B Influence Solution: Identify and engage industry experts that already actively publish and promote thought leadership content in your category and partner with them. Find common ground and goals and use content like a research project or a visionary content asset to attract their participation. B2B Marketing Impact: What better way to become a thought leader than to partner with industry experts that are already thought leaders in your industry? Trusted experts that co-create strategic content with brands builds the authority of those they partner with by association. Influencers can also provide the third party validation of brand thought leadership as they cross publish collaborated content on their own websites, in industry publications, newsletters and in presentations. Customers that see the resulting collaborative thought leadership content will see the brand as a thought leader as well.Optimize E.A.T. of B2B Content with InfluencersBusiness Problem: Your content is well optimized and even ranks well but does not get great click through or engagement from organic search. B2B Influence Solution: What good is ranking well in search if customers do not trust what they find? Google has articulated through their Quality Rater Guidelines, the value of E.A.T. (expertise, authoritativeness, trustworthiness) when it comes to content that deserves to be the best answer in search results. B2B brands can optimize the E.A.T. of their content that is already optimized for search by building expertise, authority and trust by collaborating with industry influencers for target topics/keywords. Experts that publish well-read industry articles, research, and useful content on the topics that the brand is trying to be the best answer for, can be quoted, provide guest posts, or may even decide on their own to cite and link to your brand from their channels. B2B Marketing Impact: Optimizing content with keywords as well as industry expert quotes and contributions can give brand content the kinds of signals that E.A.T. guidelines are used for to identify content that should have the best ranking in search engines. Content that is more trustworthy can rank better and also inspire more clickthroughs. Once you make the important connection between a key business problem and where working with influencers can help optimize your efforts, what process can you follow to ensure the best results? From a content marketing perspective, there is a basic architecture for influencers and B2B content collaboration that has delivered efficient and effective marketing performance again and again. This B2B influencer content checklist is something we've covered here extensively and that I've presented on numerous times at B2B marketing industry conferences and workshops. The exact implementation of a campaign asset like this really depends on specific goals and the organization of the effort. Of course, content marketing campaigns that involve influencers on their own are not nearly as effective as an Always-On Influencer Marketing program that combines influencer relationship building with content activations. If you need help connecting the dots between your business and marketing problem and where B2B influencer engagement (especially in the technology space) makes the most sense, be sure to reach out. We have nearly 10 years of B2B influencer marketing experience at TopRank Marketing and have a huge library of insights and experience to leverage for just about any B2B marketing situation.The post Three Use Cases That Connect the Dots Between Influence and B2B Marketing Results appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh August 23, 2021 at 08:36AM
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T-Mobile Sued Over Theft Of Sensitive Data https://ift.tt/3gjHmkP T-Mobile has been hit with a class-action complaint over its widely publicized recent data breach, which involved hackers obtaining Social Security numbers and other personally identifying information for around 50 million people. “As the target of many data breaches in the past, T-Mobile knew its systems were vulnerable to attack. Yet it failed to implement and maintain reasonable security procedures and practices appropriate to the nature of the information to protect its customers’ personal information, yet again putting millions of customers at great risk of scams and identity theft,” California resident Veera Daruwalla, Louisiana resident Michael March and Illinois resident Lavicieia Sturdivant allege in a complaint filed Thursday in U.S. District Court in Seattle. “Its customers expected and deserved better from the second largest wireless provider in the country.” Among other claims, they allege that T-Mobile violated the California Consumer Privacy Act, which allows consumers to sue companies that fail to take reasonable security measures to protect people's personal information. advertisement advertisement Their lawsuit comes several days after Motherboard reported that hackers were attempting to sell data obtained in the attack. The publication said one seller sought around $270,000 for 30 million Social Security numbers and driver's licenses supposedly obtained from T-Mobile. After the report came out, T-Mobile confirmed that hackers had obtained full names, birthdates, Social Security Numbers and driver's license information for more than 40 million former or prospective customers, as well as 7.8 million current customers. The telecom collects that data when running credit checks of people who apply for post-paid accounts. On Friday, the company added that the 7.8 million current customers affected by the data breach also had their phone numbers compromised, as well as identifiers associated with their devices. T-Mobile also reported Friday that that that hackers accessed the names, addresses, birthdates, phone numbers and identifiers associated with their devices -- but not Social Security numbers or driver's license information -- of an additional 5.3 million current postpaid subscribers. The company said Friday that it will offer two years of free McAfee ID theft protection to all people who believe they may have been affected by the breach. The customers who are suing T-Mobile allege that they face an ongoing risk of injury. “Malicious actors often wait months or years to use the personal information obtained in data breaches, as victims often become complacent and less diligent in monitoring their accounts after a significant period has passed,” the lawsuit alleges. “Plaintiffs and class members will therefore need to continuously monitor their accounts for years.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 20, 2021 at 04:46PM
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AT&T Offers Ad-Supported HBO Max Free To Cricket Wireless Unlimited Users https://ift.tt/3z4E9wK AT&T has created an offer designed to drive higher-end business for its Cricket Wireless subsidiary while building the customer base for HBO Max’s new, ad-supported tier. Starting Aug. 20, the limited-ads version of HBO Max is free for new and existing customers on Cricket’s $60-per-month unlimited plan, and those who upgrade to it. Ad-supported HBO Max, launched in June, normally costs $9.99 per month — $5 less than the ad-free tier. WarnerMedia set a four-minutes-per-hour advertising ceiling on the tier. In addition to viewing HBO Max programming from their phones, customers can access the Max library by downloading the app on a supported device. “Since launching HBO Max last year, we’ve continually expanded customers’ access to the product, and partnering with Cricket, our first prepaid wireless distributor of the streaming platform, is a great opportunity to offer millions of customers instant access to HBO Max at no cost to them,” said Jennifer Mirgorod, Head of Partner Management and Partner Marketing, WarnerMedia. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 20, 2021 at 06:42AM
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Argonaut Uses Humor To Make Cricket Wireless Relatable https://ift.tt/2UzXpmT Kicking off a campaign from Argonaut, AT&T-owned Cricket Wireless today breaks “Way Too Long,” a 15-second that conveys the prepaid mobile provider’s partnerships with HBO Max and Sam’s Club. And, when the featured animated character gets bored, the virtues of TikTok scrolling. “This campaign holds a mirror up to the way so many of us are spending our time these days,” Argonaut executive creative director Vince Lim told MediaPost’s Agency Daily. “That humorous self-awareness makes Cricket relatable, which can't be said for most of our competitors.” A second 15-second spot, extolling the virtues of Cricket 5G, will break Monday, August 23. In addition to TV and online video placements, the campaign includes radio and even shorter videos running on, yes, TikTok and other social media. Media agency is Hearts & Science. The campaign is set to run through November 3. “We started where we always do: with human insight. With all of the noise out there, we understand that affinity is going to have to come from an honest understanding of the consumer,” said Lim. advertisement advertisement “We are always looking for ways to make our customers smile,” added Cindy Rozier, assistant vice president, marketing, Cricket Wireless. Cricket’s competitors in pre-paid mobile include T-Mobile’s Metro and Dish Network’s Boost. The company's new campaign comes on the heels of a current push by T-Mobile to siphon off customers from both Cricket and Boost by offering a $25/month 5G plan and free phone to switchers. Cricket’s partnership with WarnerMedia’s HBO Max starts today, providing the streamer’s ad-supported service, normally $9.99/month, free to customers of the Cricket $60/month unlimited data plan. Buyers of that plan have also been getting a one-year membership to Sam’s Club for the past month.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 20, 2021 at 06:14AM
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Facebook's Content Report Shows Slim Viewership Of News https://ift.tt/3z37cko News publishers made up a tiny fraction of all the content that Facebook’s U.S. users viewed in their news feeds, according to the social network. Its first Widely Viewed Content Reportsuggests publishers need Facebook a lot more than it needs them. News publishers are well represented among the top 20 website domains classified as “widely viewed.” However, their content makes up 0.3% of what Facebook users see in their personalized news feeds. Most of what people see consists of updates, photos, videos, links, app activity and interactions from the friends, groups and organizations they follow. About 87% of news-feed content views are of posts without links to external sites, keeping people within Facebook’s platform. ABC News’ website during the second quarter had the highest-ranked news domain, with 88.1 million content viewers and a ranking of No. 10. That was ahead of the websites for The Daily Mail (No. 12), NBC News (No. 15), CNN (No. 16) and CBS News (No. 19), according to Facebook. While Facebook generates hundreds of millions of views for posts from these news outlets, it’s not clear how many people clink on links to visit those sites. Facebook is considered a major source of news, with Pew Research Centerfinding 36% of U.S. adults regularly get news from the social network. Google’s YouTube led the ranking with 181.3 million content viewers, but Facebook’s report doesn’t indicate whether people viewed content from publishers such as Conde Nast, Meredith or BuzzFeed on the video-sharing platform. It’s more likely YouTube’s viewers find this content by visiting the site directly, or by using its mobile and connected TV apps. The report doesn’t include publisher content that’s aggregated in its Facebook News section. In the past few years, the social network has gradually expanded the number of publishers that license their content for that part of its platform. As Facebook faces calls to pay publishers for content, its report suggests it can survive with the billions of user-generated posts that fill people’s news feeds. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 20, 2021 at 06:14AM
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B2B Marketing News: New B2B Intent Data Research, More Marketers Changing Digital Strategy, & LinkedIn’s New Video Meetings & Profile Ratings https://ift.tt/3miNHkj Almost Half of B2B Orgs Say It’s Become More Difficult to Close Deals Finalizing B2B deals has become more difficult since the pandemic began, with some 46 percent of B2B organizations citing buying decisions being placed on hold as the primary cause, while 43 percent said that their organization viewed buyer re-prioritization as the top reason, followed by budget cutting, according to recently-released survey data. MarketingCharts Marketing's Tech-tonic Shift: 90% Have Changed Their Digital Strategies [Salesforce Study] 66 percent of marketing leaders expect revenue growth in the coming 12 to 18 months, with the top portions of B2B marketing budgets being spent on advertising, tools and technology, account based marketing (ABM), content, and staffing, according to newly-released survey data of interest to digital marketers. MediaPost LinkedIn Adds Ratings & Reviews to User Profiles Microsoft-owned LinkedIn has begun offering both reviews and ratings to user profiles, with a new services profile element that can now include a range of past client review and ratings features, and users initially receiving 20 review invitation credits, LinkedIn (client) recently announced. Search Engine Journal Marketers Come Up Short In Perceived Value, Study Shows Marketers see their department as coming in sixth when it comes to experiencing a lack of respect within their organization, behind sales, production, operations, human resources, and accounting, according to recently-released study data. MediaPost TikTok Announces New Partnerships with Vimeo and Canva to Streamline Content Creation Short-form social video platform TikTok has released new integration to its TikTok Ad Manager that expands ad-building options to more easily incorporate content from creation platforms Canva and Vimeo, the firm recently announced. Social Media Today Google Removes The Rich Result Type From The Performance Reports Google has removed the more generic form of its rich result search appearance data from its Search Console programming API — finalizing a move first mentioned in May, as the search giant has moved to providing more refined and less general breakout data, Google recently announced. SEO Roundtable Twitter is Testing a New Option Which Would Enable You to Remove Specific Followers from Your Audience Twitter has begun testing a method for users to less conspicuously remove unwanted followers from an account's audience — an alternative to a brute force blocking approach that may offer digital marketers a more subtle solution, the firm recently announced. Social Media Today LinkedIn Launches Native Video Meetings LinkedIn has released new options for users to hold one-on-one video meetings directly within its platform, utilizing parent company Microsoft's Azure Communication Services technology to provide a slew of powerful video conferencing features, with additional functionality such as screen sharing and virtual backgrounds planned for future updates, the firm recently announced. Search Engine Journal SMT Expert Series: Keren Baruch Discusses LinkedIn Content Trends and Creator Tools [Interview] Social Media Today recently interviewed LinkedIn's Keren Baruch, who offered a range of insight into Creator Mode and other recent LinkedIn (client) content creation tools of interest to digital marketers. Social Media Today The Biggest Benefits of Intent Data for B2B Marketers [Survey] 64 percent of B2B marketers say that digital advertising is the highest performing use case for intent data, followed by 44 percent who said customer account expansion was the most impactful use, and the same percentage who noted that account identification was the best usage scenario — one of several statistics of interest to online marketers contained in newly-released intent data survey results. MarketingProfs ON THE LIGHTER SIDE: A lighthearted look at the “brand fatigue and brand consistency” by Marketoonist Tom Fishburne — Marketoonist The Netflix-Experience Is The New B2B Standard — Forbes TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: New B2B Intent Data Research, More Marketers Changing Digital Strategy, & LinkedIn’s New Video Meetings & Profile Ratings appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh August 20, 2021 at 05:36AM |
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