How Earned Media Will Impact 2020 Elections

Critical Mention

New forms of technology continue to rise in numbers and popularity, but despite an influx of innovative media outlets, television news coverage remains a steady source for political coverage.

Why Advertising Isn’t Dead

Cision

Therein, James McQuivey, a principal analyst at Forrester drilled into a report which explored that CMOs will reduce their spend, on display advertising by as much as $2.9 Opposed to counter that agreement directly, I want to take you down the road of history to see how advertising continuously renews itself. Broadcasters incentivized brands to sponsor daytime programming which targeted this audience by halving rates for advertisements during those hours.

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Why Earned Media is More Important Than Ever

Critical Mention

These kinds of mentions can help make up for a lack of advertising budget and organizations need a way to be sure they are capturing the value created through business visibility and brand growth. Therefore, the frontrunner of news dissemination is television broadcast coverage. .

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Everything You Need to Know About Earned Media

Critical Mention

Earned Media is publically gained content that is written about you or your brand without paid promotion or advertising. It can also be seen as word-of-mouth marketing or free advertising.

4 Skills All PR Pros Should Have

Critical Mention

For example, organizations communicating with television coverage audiences should take a different approach than they would on social media. For instance, let’s say your organization has published a video with the intention to advertise its product and increase sales, however, your audience has taken to social media to criticize the video’s marketing strategy.

Is YouTube really worth six times more budget spend in 2016?

Norton's Notes

An article written in the Guardian this week has reported that Google is claiming YouTube advertisements are much more effective than those on traditional television. This report does seem to be very self-serving for Google, to simply sell more advertising. Of course, it highlights that YouTube is better – it is written for them. So I agree iTV advertising isn’t as great as it has been in its heyday back in the 1980s.

The Latest Insights on Gen Z, Tomorrow’s Target Audience

Contently - Strategy

In the 2018 film Eighth Grade , Elsie Fisher plays Kayla, a 15-year-old who spends every day after school scrolling through Instagram and YouTube in her dark bedroom. She’s obsessed with Instagram and YouTube, and she does her makeup and hair for the sole purpose of posting selfies and vlogs online. That’s probably why they’re no less likely to share content if it was produced by a corporation, or if it has a promotional or advertisement bent.

Why and how to use IGTV for content marketing

PR Daily

IGTV incorporates familiar elements of traditional television, hence the name. As with YouTube, IGTV allows users to upload videos to their own “channel,” where viewers can watch, “like,” comment, and even send videos directly to friends. In short, it gives users one more reason to stick around Instagram, instead of hopping to another social media platform, such as YouTube, to satisfy their hunger for binge-worthy video content.

What happens to PR if Twitter folds?

PR Daily

Every other platform handles advertising better than Twitter. Facebook, Instagram, Pinterest, reddit, YouTube and even Snapchat have integrated ads so thoroughly and shamelessly for so long that there’s no fight left in their users. PR agencies are doing an amazing job engaging on Instagram and Facebook , but marketers should focus on Snapchat and YouTube stars, as well. Reports of Twitter’s imminent demise have been greatly exaggerated—but what if they’re not?

Why and how to use IGTV for content marketing

PR Daily

IGTV incorporates familiar elements of traditional television, hence the name. As with YouTube, IGTV allows users to upload videos to their own “channel,” where viewers can watch, “like,” comment, and even send videos directly to friends. In short, it gives users one more reason to stick around Instagram, instead of hopping to another social media platform, such as YouTube, to satisfy their hunger for binge-worthy video content.

Are audiences ready for longer content on social media?

PR Daily

Social platforms are making plays for more advertiser dollars, but should brand managers jump on the opportunity? Last year, Facebook reportedly spent up to $1 billion on lengthier content and Google dedicated hundreds of millions of dollars to original YouTube programming. Are advertisers interested? Is social set to dethrone television and platforms like Netflix in the coming years?

Facebook dabbles in multi-screen streaming

PR Daily

In its latest effort to take on YouTube, Facebook has introduced the ability to cast videos from your News Feed onto your television. Perhaps the most important feature—which is similar to YouTube’s app—is the ability to scroll through your News Feed while the video plays on your TV. YouTube has allowed this feature for years, and it could be a next step for Facebook. PR Daily readers, do you think the feature can take Facebook’s video advertising to new heights?

AT&T unveils ‘influencer' marketing hub

PR Daily

Not everyone is susceptible to television advertising, so more marketers are using influential social media users as a way to tap into the talents (and ever-growing loyal audiences) of YouTube , Snapchat , Instagram and Vine stars. It’s a scripted series called "Snapper Hero"—also produced with Fullscreen—that will star an entirely separate set of influential YouTube users. million subscribers on YouTube; Harley Morenstein, creator of Epic Meal Time , which has 6.7

Facebook deemed most trusted channel for branded content

PR Daily

average score), followed by email and television (5.3 Advertising effectiveness on new customers. Television and print media advertising remain the most effective channels for engaging new customers: Some 57 percent of respondents say they have tried a new product or service as a result of an ad campaign on TV, and 38 percent say they have done so because of a print campaign.

Video Content Trends for Media and PR Professionals

Cision

Some quick statistics: Millennials turn to YouTube for instructions. Questions to Consider: What results come up when somebody types “how to,” “how can I” or “what is” plus the name of your product, organization, service or sector in a YouTube search? Who are the major YouTube influencers in your sector or specialty? The two highest-volume YouTube videos have a combined approximately 100 million views.

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The next generation won’t watch TV news–at all (and that’s a big problem for PR)

Communications Conversations

It talks about a relatively successful YouTuber named “Jacksepticeye” who is now touring as a result of racking up some 17 million subscribers on his YouTube channel (he’s one of these YouTubers who apparently makes snarky remarks while playing video games–man, the way I wrote that makes me sound REALLY old!). Apparently, this YouTuber sold out this show in NINE MINUTES. This whole YouTube generation thing is definitely a thing now.

Kidfluencers

Mindful Marketing

billion views on his YouTube channel Ryan Toy Review. However, Ryan’s YouTube channel is just part of his ever-expanding commercial influence. For instance, a four-year old named Samia has over 203,000 YouTube subscribers and 143,000 followers on Instagram , where she attracts paid promotions from HomeStyle Harvest chicken nuggets and Crayola, among other brands. I gained a sense of this vulnerability while teaching classes in Advertising Ethics for about a decade.

DIY or Pro Video: Which One is Best for Your Brand?

Polaris

Tom is qualified on the subject—last year Fifth Story completed over 180 video production projects, including 160 online videos, 20 television spots and 4 PSAs. We hosted them on YouTube and included them in our monthly internal e-newsletter to update employees on progress. Use the same footage to create content for television, as well as online and social platforms. Almost anyone can shoot a video with a smart phone.

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Why Brands Need to Get Emotional

Cision

Far from a secret pheromone added to the air in a clothing retailer — or subliminal cues placed in television advertising — emotional, truth-based storytelling plays on a consumer’s state of mind and makes them want to believe. The ad itself has been viewed more than 63 million times on YouTube. Comments under the YouTube video emphatically declare the ad as a tear jerker. With more than 24 million views on YouTube, obviously the creative had the right effect.

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PR Secrets For Scoring Great Media Coverage

ImPRessions - Crenshaw Communications

For example, a hot topic of late in the ad/tech world is the ire of major advertisers placed next to hate speech on YouTube and other sites. MediaRadar, which tracks advertising across the web, unearthed data showing that YouTube had lost 5% of its advertisers in the wake of the discovery. When it comes to good public relations , a company can have great potential that for one reason or another is never realized in the form of media coverage.

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3 diversity lessons from Ancestry’s recent ad backlash

PR Daily

In doing so, historians and advertising industry insiders say, the ad campaign illuminates a set of very modern, ongoing American problems with race. Late Thursday, Ancestry pulled the ad from its YouTube channel, scuttled a TV airing schedule and late Friday offered more information about the thought processes behind the ad. Wired reported : In a statement to WIRED, Ancestry said it had removed the video from YouTube and was in the process of pulling it from television.

Facebook pumps up video offerings with auto-play sound and TV app

PR Daily

Finally, Facebook has followed competitor YouTube by offering a Facebook Video app for TV. Here’s a preview of changes users can expect to see: CNBC reported that the Facebook Video App could translate to more advertising dollars, if Facebook can snag marketers’ TV ads: The move further accelerates Facebook's competition with Alphabet's YouTube, and also shows how it is looking to snag ad dollars and viewers' attention from the big leagues -- broadcast television.

Top PR Takeaways For The Year

ImPRessions - Crenshaw Communications

YouTube has over a billion users, almost one-third of total internet users. 45% of people watch more than an hour of Facebook or YouTube videos a week. More than 500 million hours of videos are watched on YouTube each day. television networks have created in 30 years. Firms blur lines across advertising, marketing, social media, event planning, content creation and more.

5 Tips For Launching A PR Program In APAC

ImPRessions - Crenshaw Communications

Digital advertising spend in regional media is set to grow from $300 million in 2018 to $3 billion by 2023. 6 percent who said television would rank highly in 2020.

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Snapchat entices pharmaceutical marketers with its ‘friendlier’ platform

PR Daily

As the social media app aims to grab lucrative drug advertising partnerships, it says users are more open to having intimate health conversations. Snap has not confirmed its advertising aim to reporters, but in February, Snap’s team presented advertising opportunities to drug marketing executives at the DigiPharma Connect Conference. Snapchat has also added a pharmaceutical and health care content section within its advertising policies.

Can PR pros capitalize on the podcasting craze?

PR Daily

At 60,000 and growing, there are sure to be quite a few podcasts that are just right for your client, and it’s easier to book your client on a top-rated podcast than on a top-rated network television show. Advertising on podcasts also a good option. According to Statista.com , radio advertising totaled around $17 billion in 2016. Podcast advertising is just a fraction of that at nearly three hundred million ( according to insideradio.com ).

The Implications of the Growth of Social News

Cision

Forty-one percent of people polled access news via Facebook each week, more than twice the usage of its nearest competitor—YouTube. Still, television remains a strong contender for the source used by most Americans for news; 40 percent compared to 43 percent who gain the majority of their news online and via social media. The decline of television as a news source pales in comparison with the decline of print, which has been drastically declining since 2013.

How to Pitch Social Influencers

Cision

They are moving to YouTube and Instagram. Changing media habits coupled with massive pushes in ad blocking, including iOS9 ( TechCrunch ), are increasing the importance of organic content and native advertising. Millennials know when they are being pitched and teens are identifying more with top YouTubers than conventional celebrities ( Variety ). Consumer habits and generational preferences are pushing toward an increased use of PR over advertising.

Borrowing Trust: The Surprising New Marketing Role of Citizen Influencers

Cision

In an era where paid advertising access to consumers on television, radio, and print is drying up, influence marketing may become a primary source of consumer connection. The celebrity: Not long ago, to be a celebrity, you had to write a book, star in a television show or movie, or launch a record. In the 1920s, Charlie Chaplin and Babe Ruth became the first celebrity advertisers.

5 Challenges to Effective Communication

Cision

1 television program on TV (“I Love Lucy”) averaged 68 percent of all households watching the show every week. 1 television program on TV (“The Cosby Show”) averaged 38 percent of all households. 1 television program on TV (“CSI”) averaged 12 percent of all households. 1 television program on TV (“The Big Bang Theory”) averages 8.8

3 keys to reaching black millennials

PR Daily

This is often far less expensive than traditional print and television advertising. mainstream in profound and far-reaching ways when it comes to social media usage, television programming diversification, sports viewing, technology adoption and social activism. Black viewers are helping to elevate up-and-coming black celebrities and programs, which are at the forefront of a trend towards diversity in television, movies and other media forms.

Twitter and Snapchat embrace video content with partnerships and ads

PR Daily

Based on early reactions, the move is a smart business decision for the platform, which has been struggling to keep up with competitors Facebook, YouTube and Instagram. Efforts to bulk up its streaming offerings have begun to pay off, and video has contributed more than half of advertising revenue for two quarters running. Video makes up half of Twitter's advertising revenue, the company said during its earnings report on April 25. Advertisers spent $13 billion.

9 Content Snacks from the Story of Content Marketing

Sword and the Script

Blendtech is another example, where an engineering company that initially didn’t believe in marketing, started a series of 145 “Will it Blend” YouTube videos that have earned a half-billion views. Advertising was fabulous at getting our attention, this burst of disruption. Content marketing preceded advertising, when you go back in history, the first ads really were content that was connecting with people around value.

Instagram worth $100B—thanks to users spending more time on it

PR Daily

that nearly half of teenagers in the United States are flocking to social media platforms other than Facebook, including Instagram, Snapchat and YouTube. Instagram is also bringing in large amounts of advertising revenue. the addition of Instagram television, or IGTV, last week as an attempt to catalyze future growth. Irish Times reported : The reason Instagram wants to be more like Google-owned YouTube boils down to this: one billion users is not enough.

Snap’s original videos aim to hook viewers without a time commitment

PR Daily

Reuters reported : The serialized shows will have new episodes daily, and include a documentary series called “Growing Up is a Drag,” about the coming-of-age of teenage drag stars, produced by Bunim/Murray, the production company behind the hit reality television show “Keeping Up with the Kardashians.”. But those metrics aren’t comparable to traditional television ratings which, again, makes them hard to value. Both Instagram and YouTube.

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How can you rebuild a damaged reputation?

PR Daily

In 2011, a woman sued the chain, claiming unfair business and advertising practices. You also should to think about how you will use video channels like YouTube, as well ast traditional media outlets like broadcast television and newspapers. There’s no quick fix to restoring a damaged public image. If you want to regain consumer trust, you had better be prepared for long hours and slow gains. This article originally appeared on PR Daily in January of 2018.

Your Brand’s Road Forward: Digital Shopper Marketing

Konnect Agency

The ways consumers gain information about products have shifted due to accessibility on mobile devices – 60% of online users have discovered their favorite brands while scrolling on their phones through RSS feeds, e-mails, YouTube videos, text messages or influencer posts on social media.

You can’t get better than a PR quickie

Mark My Words

Kwik Fit’s winter safety check campaign is proof in point that PR “content” is moving further into terrains previously occupied by advertisers and the media. Kwik Fit’s video might not be an advert in the conventional sense but it has attracted the kind of attention that television fare would hope for. Within its first week the youtube has been viewed over 600,000 times and it’s been picked up by the Mail Online.

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Why Brands Need to Get Emotional

Beyond PR

Far from a secret pheromone added to the air in a clothing retailer — or subliminal cues placed in television advertising — emotional, truth-based storytelling plays on a consumer’s state of mind and makes them want to believe. The ad itself has been viewed more than 63 million times on YouTube. Comments under the YouTube video emphatically declare the ad as a tear jerker. With more than 24 million views on YouTube, obviously the creative had the right effect.

How Pharmaceutical Marketing is Rewriting the Rule of Seven (One Potential Side Effect at a Time)

Stern + Associates

I’m referring to the seemingly endless series of television commercials for prescription medications, mainly for the treatment of chronic diseases. But since I’m not a doctor, nor do I play one on television, I won’t regale you with acronym-laced talk of which drug is best for what ailment and so on. But there’s also something very wrong with this happy little world cocooned within a 60-second television spot.