Feminine care brand U by Kotex is rolling out an online video series in the shape of vampire web show Carmilla.
Looped video app Vine has landed on Xbox One with Kinect voice or gesture control.
YouTube hasn’t bothered reinventing television, rather it has managed to build its own market by translating massive consumer usage in both creating and watching video into the Internet’s video library. And participation, or at least promotion, by both traditional and non-traditional media is now as mandatory as a URL in Google search results, says Jefferies in a recent research report. “Like the Web itself, YouTube has given rise to a sui generis content ecosystem that represents the most compelling disruption of TV usage in digital – stealing time not from the shows we all talk about but from the shows we didn’t even know we were watching.”
Vice Media is going live as its news unit does a deal with the Skype messaging service to stream video broadcasts on the Vice News YouTube channel.
Universal Music Group and Havas Media have joined forces with advertising technology outfit Mirriad to slot brand integrations into music videos.
The BBC has rolled out its BBC Pop Up news service to demonstrate a ‘commitment to live the story’.
Spotify struggles to make streaming music pay its way – blame the music majors for imposing high royalty rates – so it’s no surprise the company is making efforts to attract brands and pull in more advertising money. The outfit has launched two new video ad products in the shape of ‘Video Takeover’ on desktop and ‘Sponsored Sessions’ for mobile. The former is ‘an opportunity for brands to own the desktop app experience’ but they are served during normal ad breaks and still sound a lot like regular video ad spots, despite the name. Sponsored Sessions are for users who opt in to commercial comms, and brands het the chance to align messaging with daily activities where music plays a role, like exercising, studying, partying, commuting.
Alistair Vince is a great believer in ‘accidental insight’ when it comes to research – and that happens when you let the consumer do the talking. “That way everyone gets it,” he says. “There’s no marketing terminology to deal with. It’s all about letting people simply talk about stuff. It’s about bringing segmentation studies to life.”