Sony Pictures Entertainment is focusing on “snackable” content as it looks to prove 360 video is not just a fad.
Pinterest will start competing for video ad spend with the likes of Facebook, Twitter and YouTube but is looking to stand out by “enabling actions, not just driving video views”.
YouTube is increasing its focus on influencers such as Zoella and Joe Sugg by opening YouTube ‘Space’ which gives creators access to new technology, as the video platform admits “it doesn’t succeed unless its creators succeed”.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the UK brands’ stalling growth to Next’s CEO’s assertion that marketing spend is ‘not a decision made in the boardroom’, it’s been a busy week. Here is my take.
By investing in media beyond Facebook and Instagram, shifting its messaging and moving towards integrated campaigns, Oddbox was able to boost brand awareness and salience, and achieve its best month for customer acquisition.
With so few people aged over 50 working in marketing, is it any wonder those in their later years – and particularly women – feel underrepresented in advertising? Marketers need to double down on audience research to truly understand this vast demographic.
Having boosted awareness, education is the necessary next step towards moving consumers down the funnel towards purchase intent, says marketing director Alex Pickering.