Marketers Still Need To Grasp Personalization

Personalization is a vital ingredient when it comes to effective advertising, and certain marketers know it. However, given the task of actually applying it to said advertising, that’s a different matter.

It seems that some marketers are having trouble when it comes to narrowing down the development of a single customer viewpoint, according to a July 2014 survey by Forbes Insights (in association with Sitecore). It appears that fragmented and siloed data systems could be playing a part in preventing said grasp.

Senior executives across various companies in the U.S. believe that their companies utilize an average of 36 different data-gathering systems and vendors – and some even go beyond that with over a hundred. However, only 24 percent of those polled find any sort of connection or integration with this system, making it hard to nail down a single system. In contrast, 56 percent believe that their systems were only partially integrated, meaning that a more streamlined future is possible as a result.

Integration efforts are a critical item for marketers, with 62 percent believing that a single, central customer marketing database with customer information is a huge priority, with 59 percent saying something similar when it comes to a singular system to deliver experiences across various digital channels.

To reflect this, a separate May 2014 study by Forrester Consulting (commissioned by Conversant) had similar results, with 35 percent of U.S. marketing pros stating that a single view of each customer across various sales and marketing channels was a lot tougher than looked, mainly due to making a broader implementation of personalization systems. A smaller percent of 30 percent thought it was a little bit less, stating it was a “major challenge.”

61 percent of the respondents in the poll believe that identifying, vetting and integrating technology, platforms and vendors for better personalization was a huge challenge, noting that adopting the latest personalization technologies could very well integrate separate data sources and types, creating a better single customer view. However, as you might guess, that challenge is tough for many to overcome.

We’ll see if these trends pick up – and a better personalization system is introduced – in the months ahead.

Source: eMarketer

Image source

PlayStation TV Launching Next Month

Sony has been looking for ways to push the marketing for its PlayStation Vita handheld, which has been struggling over the past year with its minimal releases. However, a new avenue will open up next month that should provide an increase in sales – as well as an alternative to home gaming for those who can’t quite afford a PlayStation 4.

The PlayStation TV, which was introduced earlier this year by the company, will launch on October 14th to retailers everywhere. With the system, players can play a variety of PS Vita games, as well as classic PS One titles and PlayStation Portable games, through the convenience of their television. The compatible game list includes a number of favorites, such as God of War Collection, Sly Cooper: Thieves In Time, Rayman Origins and Persona 4 Golden.

The standalone system will sell for $99.99, but the better deal comes with the bundled set, pictured above. The set includes a PlayStation TV device, a DualShock 3 controller, an 8 GB memory card and a copy of The Lego Movie Videogame. It’ll sell for $140. Furthermore, those who buy this bundle at Wal-Mart locations will also score a copy of Sly Cooper: Thieves in Time as a free bonus.

With the system, Sony could very well compete with other set-top boxes on the market, even without the compatibility with certain applications. The device could also be a handy secondary item for the PlayStation 4, as users can utilize Remote Play to play one of their games from that system in another room of the house.

The PlayStation TV will also use the PlayStation Now service, allowing users to rent and play a selection of PlayStation 3 games from the cloud. So far, the availability of these games is quite enormous, offering even more value to the device upon its release. And of course, the PlayStation TV will come with a variety of common services like Netflix.

What do you think Even if you own a PlayStation 4, would you pick up a PlayStation TV for another room of the house

Source: Sony

 

Science Inc. Acquires Upsight’s PlayHaven Ad Network

The fast-moving mobile landscape continues to change with the deal announced today, where Science Inc. is acquiring Upsight’s PlayHaven Ad Network. Science Inc. bills itself as “a disruptive media, marketing and brand building company” located in Santa Monica, while Upsight is “a leading enterprise analytics and marketing platform” for mobile apps. The deal involves an undisclosed amount of money, and the PlayHaven Ad Network personnel will remain in San Francisco to form the nucleus of a new San Francisco branch for Science, Inc.

PlayHaven is one of the top mobile game ad networks, with a span of more than 18,000 games, 245 million monthly active users, and more than 5.7 billion monthly sessions. Lauded among brands and advertisers as a transparent ad network with premier game publishers, PlayHaven counts Gaia Online, Phoenix Age (now Kabam) and Glu Games Inc. (creators of the Kim Kardashian: Hollywood game) among its clients. Science will immediately merge Chirp Ads, its mobile marketing unit, into PlayHaven. The combined company, which will take the PlayHaven name, will help mobile-focused businesses and developers acquire and monetize users with ads.

Jason Rapp, Science Inc.

“The PlayHaven Ad Network has a reputation for its high-quality user base and exceptional customer service. Science has a proven track record of building world-class digital marketing firms and is the right team to carry that flag and continue growing the business,” said Andy Yang, CEO of Upsight. “With complete focus on our SaaS business, Upsight will aggressively invest and expand into new verticals and quickly launch new analytics and marketing products that help our customers bridge the gap between insight and action.”

The deal is an interesting one from an industry perspective, showing several trends converging to make this transaction important both for the companies involved and for how it highlights what’s happening in mobile marketing, analytics and advertising. Advertising on mobile platforms is still in its infancy, at least when you look at the relatively small amount of advertising and marketing dollars flowing into mobile platforms relative to the immense number of people (and minutes) engaging with mobile platforms every day.

Mobile developers and publishers are presented with an increasing array of ad networks, analytics, marketing tools and options that can be overwhelming even to experienced marketers. For small developers, many of whom have little to no knowledge of marketing or sales, it’s a vast ocean of uncertainty with dangerous weather and the possibility of monsters, but also the lure of great riches. Getting the monetization correct on mobile title can increase revenue by an order of magnitude or more, but finding that path requires a skilled navigator. Businesses like Upsight and Science are thriving because they offer help in setting a course for mobile products towards greater revenue.

The [a]listdaily spoke with Jason Rapp, managing director at Science Inc., and Josh Williams, chairman and CTO of Upsight, about the deal and what it means for both companies.

“We were looking for a top-quality, fully transparent mobile ad product with a list of the highest-quality publishers, so we were very impressed with the PlayHaven Network,” said Rapp. “We really liked it because they’ve got SDK integration into a high-quality group of publishers, and these publishers rely on them for monetization. We are bullish on the mobile game market and believe that, through our sales capabilities at the Science level and through our product development capabilities we can continue to help the PlayHaven business grow, adding new advertising products, new units, and expanding their publishing network.”

The basic issue confronting mobile advertising is that mismatch between time spent on mobile and ad dollars spent on mobile. Can Science, Inc. find a way to close that gap, and will the PlayHaven Ad Network help to do that “That’s the perfect question, because we look at that trend a lot,” said Rapp. “It’s up to us as product developers to innovate and think about ad units that perform well and that are engaged in by consumers. They need to monetize for publishers and the engagement converts into business needs of the advertiser. That dynamic that we see supports our investment thesis. We’ve seen that same dynamic in the gap between time spent with media and advertising share from the desktop-based consumer Internet versus television and other media, and that gap has narrowed dramatically. The evolution of advertising businesses on new media follows a pattern where the consumer leads the way. That gap will close on mobile, it will close in part because it’s an inefficiency in the market, and it will also close due to product improvements.”

“PlayHaven will continue to operate as its own unit,” said Rapp. “All the team is going over, we’ll start making additions to the team. First and foremost, it’s build that core business and improve on it. Science Inc has a set of resources on the sales side, we call it Science Growth Labs, essentially a sales and marketing organizations that looks across all of the different solutions that Science has created. They look at our YouTube, Pinterest and Vine marketing, and in this case what PlayHaven can offer, and as they talk to brands they can think broadly about solutions for them and potentially bring in more advertisers for the PlayHaven Network.”

“Similarly, as a mobile publisher we have some insights there and can potentially help bring more publishers into the network,” Rapp continued. “And we have a set of companies that are trying to attract consumers, and it’s possible we can bring more business into the PlayHaven Network that way. All that will be nice if we can do it, but when we buy an asset as sizable as PlayHaven our first consideration is that they have the resources to grow and can continue on their path to success.”

For Upsight, the deal had two major strategic drivers behind it. “The primary drivers for us are focus and the other that is also important to us is that we remain neutral in this space,” said Williams. “We wanted to make sure we can help our customers as they deploy ads across any ad network and as they publish ads from any ad network. That will certainly include PlayHaven going forward, as its one of the top networks in this space. It’s really focus and neutrality on our side, and we have more resources now to continue to invest in our stat platform, which is really exciting.”

Josh Williams, Upsight

“Part of the reason developers come to Upsight is we not only help them understand their users, but also centralize some services,” continued Williams. “There are dozens of SDKs that app developers need to instrument and include, dozens of services and APIs they need to figure out how to work together with their mobile business. That’s another problem we help solve for folks. By combining analytics and marketing tools and simplifying how you can work with ad networks, we really help people operate their mobile business much more easily. That will be an important area of continued focus for us after this sale.”

While Science and Upsight are both pleased with the deal, neither company is relaxing. “It’s a complicated market that moves really quickly,” said Williams. “What we find more and more is that customers are demanding more and more sophisticated solutions, and simultaneously demanding solutions that are more centralized, working with fewer providers. That’s why we we want to focus on making our data platform even stronger.”

Williams cited Upsight’s Data Mine tool as a key factor for the company. “We continue to enhance products like Data Mine, which is a really differentiated tool for us, no one else in the analytics or marketing automation space has something like it. You can run a query on all your raw data to understand your user behavior really deeply in a way you just can’t get through reports and charts. It’s the first solution that combines analytics with business intelligence, along with marketing tools and marketing automation capabilities.”

 

Netflix Orders Children’s Series Based On Popples Toys

By Sahil Patel

Netflix continues to build out its children’s programming library with a new original series based on the popular Popples toy line.

Based on the series of fantasy characters created by Those Characters from Cleveland, a subsidiary of American Greetings, the new animated “Popples” series will reimagine the Popples characters, which can transform from fluffy balls to furry creatures and back again. Each episode will center on five friends who always try to help their family and friends, only for situations to backfire.

Set to debut in all Netflix territories in 2015, “Popples” will be produced by Saban Brands with ZAG Entertainment. The original Netflix order is for 26 half-hour episodes.

The show will follow the 1980s “Popples” Saturday morning TV series, which aired from 1986 to 1987.

This article was originally posted on VideoInk and is reposted on [a]listdaily via a partnership with the news publication, which is the online video industry’s go-to source for breaking news, features, and industry analysis. Follow VideoInk on Twitter @VideoInkNews, or subscribe via thevideoink.com for the latest news and stories, delivered right to your inbox.

Sharing Life On YouTube And Working With Brands With ‘The Nive Nulls’

The Nive Nulls are a young and creative YouTube family with over 165k subscribers (or Internet family members, as they like to say) who follow the family in each vlog, watching the Nive-Null children grow from wee little babies to toddler-aged kiddos. Major landmarks of their lives make it to their YouTube channel, from the birth of a new child to moving from Kansas City to Los Angeles to follow their dreams.

[a]listdaily spoke with Austin Null, one-fourth of the Nive-Null family to talk about what inspired them to throw themselves into vlogging, making a living on YouTube, and advice for brands on how to leverage YouTube effectively. The Nive Nulls have previously worked with such brands as Listerine, NBC, Pepsi, Audible, the NFL, MTV, Naturebox, Ford, and Hulu as well as being part of the ION community, a growing network of online trendsetters. Find out more about The Nive Nulls by checking out their YouTube channel here.

What inspired you to share your family’s life on YouTube?

Austin Null: We started watching the first family of YouTube, the Shaytards. We started watching them a little over 4 years ago and we were like “we should do that!” and just started making videos– and we kept making videos– and here we are 4 years later.

What do you think your kids will think about the videos when they watch them when they’re older?

Austin Null: I think they’ll like them. I think they already do, though. My daughter is two and ever since she was born, she’s been in videos. She’s at the point now where she’ll ask “I want to watch baby Audri!” and she’ll go back and watch her when she was a baby. It’s also nice just to watch our timeline as parents. We like to go back and see the older videos and see what the kids were like when they were younger or what we were doing at certain times. So we can see what things were like when we aren’t able to necessarily remember it.

What social platform do you feel is most important to you in the future?

Austin Null: For us at least, for the kind of videos we make and who our audience is, YouTube is the most important. The other ones are like extra complimentary things. Me tweeting people doesn’t enhance the business per se, but it definitely enhances the community aspect, which we’re really big on. I like Twitter because it’s so easy to communicate with people, but I like Instagram because it’s another form of entertainment in a way, by creating a picture or a full video. I also like Vine a lot. It’s something I’m still trying to get used to, consistent at and good at, but I think Vine is actually really cool because it’s a way of creating different content, maybe different from the YouTube channel.

How do you introduce branded content to your audience?

Austin Null: We’re really open and honest with them. We’ll just straight up tell them that we’re going to work with this brand. We don’t try to hide the fact that it’s a brand deal in the integration. We’ll just straight up tell them. Like right now, we’re doing a 5-part video series with Listerine where we’re uploading a video every week on our channel. On our normal vlogs, we’ll tell them: “Tomorrow’s going to be a video that we’re doing with Listerine.” We’re just really open with them and for the most part, they’re open to it as long as the content is really cool.

What can brands learn from YouTube creators, as far as communicating with the YouTube audience?

Austin Null: Nowadays, with the younger demographic or millennials, you can’t just talk at people. You have to reach them on their level. A lot of brands will come in with all these talking points and just go on and on, paragraph after paragraph. I’m just like, I can make this work, but I have to talk how I normally talk and get the point across in a way that people are used to seeing. I think it’s hard for brands because this whole YouTube thing is kind of new, but I am hoping that they’ll learn to let [YouTubers] have free reign. We know what our audience likes. I’ve done a ton of brand deals and I know which ones the audience did not like and it’s because it was kind of forced around. When we get the ability to make our own, I get emails back and they’re like “Oh man, yeah, the response was really good on that! Everyone was checking out the linked video we were talking about.” For the most part, YouTubers know exactly what they’re doing and how to communicate and it’s not in the traditional form.

What do you like about working with brands?

Austin Null: When it goes well, I like that they offer promotions. It’s not really baked in as much, and it would be nice to do in a sense where we make a video, but they have a million followers on Twitter and a million Facebook likes.

It’s nice to do one-off shoutouts, but it’s nice when the brand is willing to work with you to create content that stands alone, which is what we did with this Listerine deal. It was pretty different that what we’ve normal done, but we did 5 videos with them and they had a whole team come to our house and we shot 5 videos in a day. Now it’s this whole series and it still has our feel a little bit and our personality, but it also stands out. It looks good for us and it’s also something that the brand can be like “Hey, look at this cool project we’re creating on YouTube!”

Whenever they’re willing to put a lot of effort into it and not just be like “do a shoutout,” which… it can work, I just don’t think it’s as effective.

What’s in the future for The Nive Nulls?

Austin Null: Oh man, I don’t know! I guess we’re just going to keep making videos. I kind of want to do some things and just branch out. I mean, we’ll always be doing the family vlog stuff but I’d like to be doing more, I guess you could say… acting. But I don’t know if I would say acting. I just want to do more creative [things]. Like yesterday we did a little video for ABC where we did this little skit to promote a new show. I want to create content that can stand alone and it’s not necessarily the vlog, but we’ll show our personalities.

 

Here’s a taste of some of the creative ways The Nive Nulls have worked with brands in partnership to create content:

Top Trailers For the Week

This week was a pretty good one when it came to the best video game, movie and TV trailers, so let’s jump right in with the five best for the week!

A new behind-the-scenes featurette for Sony’s forthcoming The Order: 1886 went into more detail about what weapons could be used in the game, whether it’s a flame-shooting gun that lights up pellets for a more destructive effect, or an AK-47-style assault rifle (innovative for the late 1800’s). The game will release early next year, exclusively for PlayStation 4.

The latest film from Matthew Vaughn, who directed Stardust and X-Men: First Class, looks at a mysterious society of heroes. In Kingsman: The Secret Service, Academy Award winner Colin Firth plays a part of the agency, recruiting a young troublemaker just in time to butt heads with a devastatingly evil plot, being put together by none other than Samuel L. Jackson. The film, based on Mark Millar’s comic book series, will arrive this February from Fox.

2K Sports unveiled a new gameplay trailer for its forthcoming wrestling game WWE 2K15, featuring a variety of superstars from World Wrestling Entertainment grappling in the ring. No doubt the PlayStation 4 and Xbox One versions will be the bigger draws with their advanced visuals, although the game will first debut on Xbox 360 and PlayStation 3 on October 28th, before coming to the other consoles on November 18.

Keanu Reeves will return to action form on October 24th with the debut of John Wick. In the film, Reeves plays a retired hitman trying to live a quiet life, until a mobster’s son steals his car and kills his dog – a gift from his dead wife. What follows is a violent rampage of vengeance, with some stylish thrills thrown in for good measure. Fans of Reeves should be quite satisfied with this action-fest.

Expanding on the territory it first introduced a while back with Sleeping Dogs (which will come to PlayStation 4 and Xbox One next month), United Front Games will reintroduce the crime-ridden world of Tokyo with the forthcoming Triad Wars for PC. In the game, players will be able to create a criminal empire while dealing with rivals and recruiting others to join their cause. The game will release in early 2015.

Source: YouTube

 

This Week’s [a]list Jobs – September 24th

[a]listdaily is now your source for the hottest job openings for senior management and marketing in games, entertainment and social media. Check here every Wednesday for the latest openings.

Here are this week’s [a]list jobs:

  • Blizzard – Director, Partnerships and Promotions (Irvine, Calif.)
  • Nexon Mobile – Director of Marketing (Oakland, Calif.)
  • Nexon Mobile – Marketing Artist (Oakland, Calif.)
  • Warner Bros. – Director, Promotions (Burbank, Calif.)
  • Netflix – Originals Marketing Coordinator (Beverly Hills, Calif.)

For last week’s [a]list jobs, click here.

Mountain Dew And Doritos Fuel Up For ‘Call of Duty’

It’s another year, and another marketing program between Activision and Mountain Dew and Doritos. The “Fuel Up for Battle” promotion, which kicks off Oct. 6, will allow gamers in select markets around the world will have the opportunity to customize their Call of Duty: Advanced Warfare multiplayer gaming experience by accessing exclusive (until Feb. 15, 2015) in-game gear through the new in-game Supply Drops reward system.

American gamers can collect codes from specially marked packages of Dew and Doritos products and enter them online at www.DewandDoritos.com to enhance their gaming experience and create a unique identity for their advanced soldier by unlocking exclusive Dew and Doritos in-game gear. Fans can customize their character with accessories such as an exoskeleton, heavy vest kit, helmets, goggles, boots and more. Also making a comeback is the ability to unlock double XP and rapid supply rewards. Every code entered from Dew and Doritos packages unlocks Call of Duty in-game rewards and each code entered will also provide a chance to win an Xbox One console.

Mountain Dew has something old and something new for its COD branded drinks this year with Mountain Dew Game Fuel Citrus Cherry and Mountain Dew Game Fuel Lemonade for a limited time only. Both products will hit shelves in the U.S., beginning October 6, along with new 3.375 oz. specially marked bags of Doritos Nacho Cheese, Doritos Cool Ranch, Doritos Spicy Nacho or Doritos Dinamita Chile Limon flavored chips. Greg Herman, senior brand manager at Mountain Dew, talks about the new promotions in this exclusive interview.

What do you feel differentiates Call of Duty from any other game franchise out there?

Call of Duty: Advanced Warfare is the latest example of the franchise’s ability to produce compelling material for gamers, with innovations like the new ‘Supply Drops’ reward systems. We admire the way they continue to push the envelope and give gamers new, unique experiences over and over again.

How has this PepsiCo program grown over the years with the Call of Duty franchise?

The Mountain Dew and Doritos brands have a long-standing legacy of partnerships and promotions around blockbuster video games, which have delivered some of the highest levels of consumer engagement — our programs with the Call of Duty franchise have been no exception.

What have you learned from consumers from past promotions that has influenced this year’s campaign?

Mountain Dew’s and Doritos’ integrated gaming promotions have proven successful year-over-year. Through our previous campaigns, we’ve found that when our products bring the gaming community exclusive experiences that add to the enjoyment of the game, it’s really well received so, this year we’re excited to offer unique access to in-game gear through codes on our products through the ‘Fuel Up for Battle’ promotion.

How do you go about choosing which limited edition flavors to introduce?

We tapped into flavor trends to create a great tasting lemonade-flavored Mountain Dew Game Fuel for our fans. We’ve never had a lemonade flavor before, and we feel really good that it’s something our fans will enjoy.

What has the new franchise, Call of Duty Advanced Warfare, opened up for this promotion with the Supply Drops?

This year’s partnership with Activision provides gamers with exclusive access to in-game gear, double XP and rapid supply to take the gaming experience to the next level. Mountain Dew and Doritos fans will have a chance to access these coveted advantages and be able to customize their gaming experience like never before.

How have you seen in-game rewards connect consumers with your brands?

When our products help reward gamers in-game, we’ve found that they connect with our brands at a whole new level. Our fans can customize their gaming experience, and unlike a traditional sweepstakes, every code collected from a DEW or Doritos product unlocks rewards that provide tremendous value to our fans, including in-game gear, double XP, rapid supply and a chance to win an Xbox One Entertainment System.

Can you talk about the commercial and themes you’re exploring with this campaign (In the past you’ve had humorous commercials with celebrity directors for this campaign.)

There will be a ‘Fuel Up for Battle’ commercial that will air in the fall, but at this time, it’s too early to discuss the specifics.

Can you talk about the viral aspect of your campaign?

We’re always looking to build upon the previous year’s success and we feel the way that our products can reward gamers with in-game gear through supply drops will resonate with their always-on aim to level-up.

How many bottles and packages of chips will be part of this program and how long will they be in stores approximately after launching Oct 6?

The DEW and Doritos products will be available nationwide and in select markets around the world for a limited time through the end of 2014.

In the past you’ve had events where fans could win an experience like playing COD at Cowboys Stadium. How has that aspect of the program evolved?

Every DEW and Doritos gaming promotion is different, and we are constantly evolving our programs to engage with our consumers in different ways. This year, we are excited to offer our fans exclusive access to in-game gear rewards to customize their gaming experience.

How many Xbox Ones will you be giving away?

We will give away one Xbox One entertainment system per day throughout the duration of the promotion.

Xbox One Launch Delayed In China (Updated!)

Updated: The revised launch date has been announced as September 29th.

While the Xbox One has seen a successful launch in many regions around the world – including the U.S., where it continues to be a hot seller – there are some regions where it’s still running into trouble. The system is selling very slowly in Japan; less than 30,000 Xbox Ones were sold in the first week, compared to over 300,000 units for both the Wii U and the PS4 in their opening weeks. Now, a mere handful of days before the announced launch date for China, Microsoft has opted to move the launch of the console in China to the end of the month.

Originally due for release on September 23rd, the system was already reaching out to a large audience, as over 100,000 customers pre-ordered it in time for its release. The company confirmed the delay this past Saturday, indicating that it will release instead the following week, on September 30th.

However, Microsoft won’t leave those loyal gamers hanging, as it has promised that several bonuses will be offered for the delay. These could be in the form of various game releases, although it hasn’t confirmed just what it’s giving away yet. (In the past, both Sony and Nintendo have provided games for players who had trouble with their services, or felt “robbed” when a deal wasn’t quite worth what it was originally intended.

The progress towards the launch of the Xbox One has been “strong and steady,” according to Microsoft, but unspecified circumstances led to delay the launch, to sometime “by the end of this year.” The company still intends to hold a special event that ties in with the launch, where 100 attendees could win systems, but, sadly, they’ll have to wait about a week to pick up their prizes.

It seems as if Microsoft could miss a big opportunity with the launch on Chinese shelves, as Sony currently had no immediate plans to release the PlayStation 4 in that market. That’s not to say it’ll never release, but the company’s prior experience on the market – a poorly performing PlayStation 2 release back in 2004 – probably has the team acting a little more carefully this time around.

It’ll be interesting to see how the Xbox One performs overseas once it finally releases later in the year. And if Sony will try to take advantage of Microsoft’s delays in the Chinese market.

Source: Games In Asia

 

4 Ways To Promote Brand Videos That Target The Right Viewers

By Jessica Klein

YouTube presents brands with different ways to advertise their video content. Some methods work undeniably better than others depending on the specific type of content, and the YouTube Playbook for Brands urges readers to make those distinctions.

With that in mind, here are some guidelines for your brand to follow when it comes to promoting online video via YouTube.

1. Always Answer Consumer Queries First

Viewers who are engaging with your brand for the first time probably have some questions. What exactly does your brand do differently from others of its nature What makes it unique Who is the product meant for

To answer questions like these, your brand should always promote its hygiene content. It should be available constantly and show up first thing when possible consumers make relevant searches. Thus, “always-on” campaigns that use TrueView in-search work best to promote what viewersalways want to know.

2. Cater Regular Content to Your (Potential) Regulars

If your brand puts out certain content on a regular basis (say it’s sponsoring a concert series or creating weekly DIY videos), it’s best to showcase that to the viewers most likely to tune in so often to your channel.

In-stream advertising lets you target specific demographics, so you can make sure your ads supporting hub content appear in front of videos about topics that relate to your brand or to viewers that indicate interests in line with your product.

3. Don’t Be Afraid to Make a Big Impression

If your brand is trying to spread the word about a major, short-term event, go for the YouTube masthead. You can book a spot there for a full day, therefore resulting in massive reach and creating a sense of urgency around your time-sensitive promotion.

4. Tack on the Famous “Subscribe” Button

Like promoting via the masthead, using the digital video platform’s mobile roadblocks allows your campaign to run for a full 24 hours as a pop-up ad on mobile devices. Though you can’t annotate mobile videos on YouTube, you can ask viewers to click “subscribe” on these roadblocks, so take advantage of the opportunity!