DENVER — « OK, people: Do not run your businesses based on videos made by mortgage brokers, » advised Brian Levy, an attorney at Kattan Temple, at the RESPRO (Real Estate Settlement Services Providers Council) meeting today.

Levy was referring to panicked phone calls he received earlier this year when his clients saw a video that two mortgage brokers put on YouTube. The video said that Zillow is « illegal » — « and they knew that because somebody in an exam was told by an examiner that Zillow was illegal, » Levy explained.

Needless to say, videos like this are not legal advice. So Levy wants the industry to take a deep breath and think for a second before making major changes to business strategies — even though the Consumer Financial Protection Bureau (CFPB) is currently investigating Zillow’s co-marketing program.

« We don’t know anything, » he reminded the audience. « There’s no lawsuit. There are press reports that something is imminent and rumors that things are happenin…

NYX Cosmetics describes itself as a “digital-first” brand, eschewing traditional ad buys in favor of customer selfies it shares on social media, including an Instagram account with 11.7 million followers. That strategy has paid off: though NYX is often described as a “cult beauty brand,” the Los Angeles-based company joined the big leagues in 2014 when it was acquired by L’Oreal for a reported $500 million. Now NYX is releasing its own app called Makeup Crew.

Makeup Crew will sell NYX products, feature “shoppable content,” including video tutorials by customers and beauty bloggers and let users leave reviews, earn rewards and download stickers.

NYX’s inclusive brand philosophy — its marketing features a much more diverse array of people than most other beauty brands, with different races and genders represented — and social media initiatives were considered innovative, but now many competitors have adopted the same strategies to reach younger consumers.

“That means we need to continue to innovate and this app is unlike anything else we’ve seen in the market,” says Mehdi Mehdi, NYX’s vice president of digital and e-commerce.

“We also feel like the technology is finally available to create an app that integrates all of our key strategies without compromising on quality, such as shoppable videos and user-generated content.”

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In order to scale its digital content, NYX uses algorithms created by Olapic, a visual marketing platform, to decide which crowdsourced selfies are featured on its e-commerce site. Mehdi says NYX was the first beauty brand to launch Olapic’s tool and it will continue to use the tech in its app. Most of Makeup Crew’s technology, however, was custom-built by Texas-based software development agency Oven Bits, including the app’s shoppable video platform and its integration with NYX’s brick-and-mortar stores.

When the app launches, it will give NYX a third channel (the other two are its site and standalone brick-and-mortar stores) to gather data about customers’ shopping habits. Like other e-commerce companies, NYX uses predictive intelligence tools to recommend products based on each shopper’s browsing and purchasing history.

“In terms of the shopping experience, being disconnected from a web browser gives us the flexibility to re-think the e-commerce flow. Every piece of content is fully shoppable without being funneled through a product page,” Mehdi says.

“You can watch a video and add products to your cart as the artist is using them or you can shop the full look as a bundle,” he adds. “We really wanted to push the envelope and re-think the way consumers shop for products, otherwise there would have been no need to develop an app that just follows the same flow as our website on mobile.”

Makeup Crew will serve as a digital hub for NYX, pulling together user-generated content from its social media platforms. Instagram photos will feature on its homepage, while another section will have YouTube videos. The app also helps NYX gather data to help it develop future product lines. For example, users can create a personalized beauty profile with information about their preferences by swiping left or right on photos.

“We’re not a brand that promotes models or celebrity spokespeople to market our products. When you open the app, you’re going to see real people posting their artistry and product feedback without editing,” says Mehdi. “We’re prioritizing authenticity and transparency, which goes against the grain of many of the brands that are overly protective of their image.”

Featured Image: Larry French/Getty Images

Facebook Inc. is adding new standards that will keep advertising off fake news videos and objectionable content, moves that have become essential as the company starts to put ads inside videos and articles, instead of separately on the news feed.

Carolyn Everson, the company’s vice president of marketing solutions, said the moves are in reaction to advertiser fears about being paired with content that wouldn’t reflect well on their brands. Facebook’s 5 million advertisers are increasingly sensitive to their product pitches showing up next to offensive content after a controversy at Google’s YouTube earlier this year. Facebook wants to avoid that so-called brand safety problem.

September 13, 2017

Regardless of the service or product, video marketing can provide benefits for businesses willing to devote their time to it. An engaging video can be used to build a brand, promote a product or develop an audience.

Unfortunately, because of the sheer volume of videos produced each day, most content fails to gain an audience. There is certainly an appetite for video in all niches, but various problems can prevent your content from gaining traction. Here are some of the common video marketing mistakes to avoid.

The message is overly promotional
Many brands have started to understand the power of creating engaging content that is not focused on making an immediate sale. It is possible also to create a marketing video that includes some substantial content that will be of interest to a target audience. Take this article for example. While I’m not specifically saying “Hire Port City Marketing,” my hope is that the content you are reading will position my business as a thought leader in marketing, and thus worthy of your consideration.

Unfortunately, it is all too common to see videos and digital content that focus on promoting products, so viewers are unenthusiastic and unlikely to share on social media.

The video length is inappropriate
The length of a video will be one factor in determining how many people watch. Commonly, shorter videos will do better than longer ones, but there are occasions where an extended presentation works, for example a step by step tutorial.

Short videos require a minimal commitment, so you do not face an immediate obstacle of persuading people to watch. However, if you have done some pre-selling, a longer video can take the time to hit a number of the buttons integral to selling.

The mood and tone is wrong
Without a clear strategy in place, it is possible to create a video in which the tone doesn’t match your overall branding. Many companies try to make a viral hit, but the content might not make any sense for your business. For example, if “dependability” is one of your brand pillars, an off the wall and wacky video might get you views but will do nothing for your brand.
Whether you are focused on being funny, suggesting something luxurious, being straight to the point or want to create a hint of mystery, think about how the mood of the video matches your branding.

Your focus is too broad
Most videos cannot tackle a wide number of topics effectively. It can be more impactful to think of a single element you want to get across to viewers, creating multiple videos to showcase different aspects of your business or product.

A focused piece of content will give viewers a defined viewpoint that sticks in the memory. In addition, a series of videos on one topic encourages your audience to engage with your brand multiple times. Plan a group of videos before proceeding, so you know in advance the focus of each video.

The video has not been optimized
Optimizing your video allows it to rank in the search engines so searchers can find it. The title is probably the most important factor, but a good description is also required.
Optimizing around a keyword lets you focus on a specific topic; related keywords can also provide relevance. As your video starts to develop views and likes, you can start to gain more prominence in the search engines, whether that is Google, YouTube or an alternative site.

Creating videos is one of the most powerful marketing methods your business can be using today. A sizable part of your audience will choose video as their preferred method of receiving information, while there are also possibilities of repurposing video content into articles and podcasts.

Many businesses make some the same rookie mistakes, and doing so holds them back. Therefore, it is important to watch out for approaches that don’t produce optimal results. When you hone your method, developing videos that resonate with audiences becomes far easier, letting you focus on the important factors that offer a high return on investment.

—Dan Natividad, a Stockton native, is a partner at Port City Marketing Solutions along with Kristen Dyke and Erin Diego. Dan can be reached at dan@portcitymarketing.com

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About Dan Natividad
Dan Natividad, a Stockton native, is a partner at Port City Marketing Solutions along with Kristen Dyke and Erin Diego. Dan can be reached at dan@portcitymarketing.com.

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Skeptics have doubted the appeal of “old-school” video-streaming platforms to luxury brands and predict that the future of luxury brands’ marketing lies in live-streaming, smartphone-based micro-film apps such as Meipai, and other innovative social media forms. But recent research suggests that online video-streaming platforms are still favored by many luxury brands. Meanwhile, pre-roll ads remain the mainstay of online advertising strategy in the Chinese market. Given that video-streaming has proven it has staying power, here are some best practices for luxury brands marketing on video platforms in China.

1. When it Comes to Pre-Roll Ads and Dedicated Channels, Content Is King

Chinese Internet users love watching videos online. By July 2016, the overall monthly active users of Chinese video-streaming mobile applications exceeded 800 million. As we wrote in a previous article, many of these video-streaming viewers actively seek out commercials as long as they are creative.

Luxury brands such as Cartier, Chanel and Louis Vuitton began investing in this platform since its early days. The main tip for making pre-roll ads and managing dedicated channels for luxury brands is simple: content is king.

The fashion powerhouse Louis Vuitton was one of the first to experiment with Youku, launching video ads in 2009 followed by a full brand channel in 2010. Burberry, the British luxury fashion brand, has also included video-streaming platforms in its marketing strategies in China, uploading promotional videos and live-streaming its fashion shows on platforms such as Youku to reach Chinese consumers.

Official film still from ‘Tiny Times.’ Photo: VCG

2. Seeking the ‘Tiny Times’ Effect for Luxury Product Placement

Product placement is one of the most frequently used marketing strategies for luxury brands, which have had a lot of success, in recent years, placing products in Chinese movies and television shows.

For example, Ode to Joy, a hit television drama series about five young women making it in Shanghai, one of China’s most developed cities, attracted over 50 advertisers including Givenchy, SK-II, Chow Tai Fook and many other luxury brands.

Tiny Times, a film series based on the novels of China’s wealthiest writer Guo Jingming—which make luxury items such as Hermès Birkin bags, Celine jackets and Ferragamo cocktail dresses an integral part of the movie—is an example of successful product placement, despite poor reviews from Chinese critics who called the movies “shallow” and “materialistic.”

The films broke Chinese box office records multiple times and demonstrated an incredible ability to boost the sales of luxury goods such as champagne.

Feeding the curiosity of average audiences, fashion bloggers wrote volumes explaining each brand spotted in the films, which further boosted the exposure of luxury brands.

Meanwhile, Chinese mainstream video-streaming sites have invested a lot in producing original online shows in recent years, many of which target Chinese youth and are able to reach a larger audience than traditional television shows and movies. It’s an opportunity luxury brands should keep an eye out for.

3. Matching a Show with the Value of a Brand

This is not to suggest product placement is an easy choice or a guaranteed success. For luxury brands in particular, setting is something that needs to be handled with care.

Luxury brand Furla was introduced to Chinese consumers on the television show ‘Ode to Joy.’ Photo: Weibo

“The worst thing that can happen is that the audience feels like it is watching a commercial,” said Leeza-Maria el Khazen, the founder of Lynx Productions, a branding and business development firm. “It can have a very negative effect on the film and the brand because it draws the audience out of the movie. Sometimes it’s kind of shocking.”

The most recent marketing success with respect to online shows for luxury brands perhaps goes to Supreme, a New York-based skateboarding and clothing brand that has won the hearts of many celebrities. In The Rap of China, a Chinese rap reality show produced by online video platform iQiyi that has attracted over 2.5 billion views, celebrity judge Kris Wu has been wearing Supreme outfits since the first episode in June 2017.

Even though the brand did not ask to be in the show or pay for this inadvertent product promotion, its frequent appearance in the show has shot the brand to stardom in China. Other luxury brands that have appeared on the show, including Yeezy, Gucci and Off-White, have also experienced a huge spike in interest on the Chinese-speaking internet, not just in how much these items cost but also in the culture and story behind the brands.

According to the entertainment research company EntGroup, if product placement fits with the setting in a show, more than 66 percent of the viewers won’t mind watching the ads. Understanding what shows best match with the value of a brand can help build loyalty and appreciation among consumers.

The video gaming industry has transitioned from a group of backyard innovators to an industry of multi-billion dollar companies, hiring psychologists, neuroscientists and marketing experts to turn customers into addicts. The latest trend is the creation of “whales,” people so addicted to games that they spend their entire life savings to keep playing.

But the video gaming industry, today one of the fastest growing industries in the US, has more humble origins.

In the 1980s and 1990s, the early video gaming industry was dominated by backyard hobbyists. Sierra Entertainment – creators of the famous King’s Quest series – was founded by a husband and wife team. Gabe Newell, founder of Valve Software, was already rich from his days at Microsoft when he launched his hobby project Half-Life.

Collectively, the hobbyist companies of the early industry produced some of the most innovative genres of video game history – the adventure game, the real-time strategy, the city-builder, the role-playing game – all through experimentation and garage-style company development.

But in the last ten years something changed.

The rise of mobile gaming and sequels

The rise of casual gaming on mobile platforms has allowed a massive expansion of the industry, creating giant companies like King, Halfbrick, Zynga and Kabam.

Much larger than their predecessors, modern video gaming companies have adopted a more traditional company structure, hiring public relations and marketing departments and even neuroscientists to sell as many games as possible.

Today, big companies monopolise the industry with long-running sequels of old, successful titles: Assassin’s Creed, Call of Duty and Halo, to name a few. Of the ten highest selling video games in 2017 so far, eight are sequels.

With high development budgets in top companies (some games costing upward of US$250 million to produce), sequels are seen as a go to formula for success, based on name recognition alone.

The creation of ‘Free to Play’ addictive games

Video games in the 1990s were generally “premium,” meaning that you paid once to gain access to the game for life, in the same way you would buy a pair of shoes and own them forever.

Today, video game companies have moved to a more profitable model known as “Free to Play”. Research shows these Free to Play (FTP) games rely on the fact that a majority of players will play for free, while a few key players will become addicted to the game and spend a vast fortune for bonus content.

The goal of an FTP game is to get as many players as possible addicted, so that they keep buying in-game content. In-game content can include things like “visual enhancements,” digital trophies and “virtual goods”.

The use of casino techniques by games companies

Video game companies today use the same techniques as casinos to ensure customers become addicted to their games.

Commonly, they use fake currency. By using poker chips, cards or “gems,” companies can create a disassociation effect in the buyer, who does not realise how much real money they are spending. In a recent study, it was shown that people tend to spend more money when using debit cards than with cash due to this same “disassociation” effect.

FTP games have adapted another technique from casinos called “progress gates”. The typical slot machine charges you to keep playing as soon as you lose – this is known as a “hard progress gate”. In contrast to this, a “soft progress gate” prevents a player from playing for a period of time (say an hour), which can be bypassed by paying to keep playing immediately.

Modern games use both hard and soft gates to charge the gamer for a product that they ostensibly already own.

Modern video game companies also use shops and in-game ATMs to entice players to keep spending without having time to cool off outside of the game. Casinos use the same technique by placing ATMs and shops in-house. Gambling researcher Mark Griffiths suggests that this technique is used “to entice those who are gambling not to stop or go home”.

By using the same techniques as casinos, the modern video gaming industry has gone down a dark and morally dubious path.

New ethical questions exist about the effect of addictive gaming and whether or not it is fair or ethical to keep charging addicts for a product they already own.

By James Creech, Paladin

After conferences in Amsterdam and Anaheim, Melbourne may have seemed an odd choice for this year’s third VidCon event. Despite its small population, Australia has an emerging digital video scene with enormous opportunity, though it lags behind leading video markets like the U.K., Mexico, Brazil, Turkey, and Vietnam. But don’t count Australia out.

Australia Has More in Common with the West than APAC

There’s a reason VidCon organizers chose to host an event in the Land Down Under: Australia boasts some of the highest CPMs and strongest content export value in the world. A sample of Aussie creator data analyzed using the Paladin platform reveals that Australian influencers’ watch time, viewership, and monetized playbacks (the leading indicators of audience engagement and monetization) typically consists of 15% – 18% Australian viewers. In fact, Aussie creator content is overwhelmingly consumed in the U.S. with Canada, Germany, and the U.K. (all high CPM regions) coming up close behind.

Australia has historically been a large part of traditional media’s APAC strategy, but when it comes to digital, the data reveals it’s much more closely aligned with the West. No wonder American media companies like Fullscreen, Studio71, and Kin Community are all making inroads in Australia.

This Western alignment was reflected at the conference, which included little to no representation from Asian media interests. This is perhaps not surprising, given the great distance and high cost of traveling to Australia as well as competition from concurrent regional events. Whereas a decade ago Australia would have been considered a jumping off point for Western media businesses operating in APAC, today Singapore and Hong Kong fill that role.

Agencies Want In On the Influencer Marketing Action

VidCon Australia included a strong showing from creative, advertising, and PR agencies, all of which are looking to get a slice of the lucrative influencer marketing pie. It also reinforced a sentiment I heard from local market experts: the Australian influencer space lacks defined roles, creating confusion about who represents talent and how advertisers can best work with them.

To be fair, there is much to be resolved about influencer marketing roles around the world. Australia is likely experiencing something similar to the state of the U.S. industry two or three years ago. Of course, opportunity can lie in the midst of confusion. Agency attendees are rightly present to stake their claim.

Everyone’s Talking about Instagram

As with this year’s flagship VidCon event in Anaheim, the Australian conference was abuzz about the photo-sharing app turned video monolith. Instagram’s Jackson Williams, who oversees emerging talent partnerships, delighted attendees with heartwarming user videos and a lively QA. He shared information about Instagram’s new Live with Friends feature, two-factor authentication for enhanced security, and comment moderation filters. Williams also boasted that Lilly Singh’s Instagram stories now drive more views to her YouTube videos than any other source — impressive, certainly, though the ability to link to external sites is only available to a select number of creators today. It wasn’t all positive: some aspiring influencers in the room described growing pains as Instagram becomes more saturated, noting difficulties surfacing their content through  the Discover page or in a hashtag search.

Jackson Williams (Strategic Partnerships at Instagram) addresses VidCon Australia attendees.

But while everybody’s talking about Instagram, Facebook didn’t even bother showing up. After Facebook representatives failed to appear for the Saturday Lunch with Facebook session, VidCon organizers were left to sort out a last-minute replacement panel. Surprisingly, the world’s largest social networking site received much less attention in Melbourne than it did in either Amsterdam or Anaheim this year. In fact, the Industry track only featured one event dedicated to Facebook Video, compared to five panels on the power of YouTube.

Affiliate Marketing Is the Next Frontier for Creator Monetization

In the midst of a challenging year for ad monetization, creators are eagerly seeking new revenue opportunities. Accordingly, the New Business Models for Online Video panel emphasized the growing opportunity for affiliate marketing in online video. Amazon, Shopify, and other online retailers are opening up a new path to monetization for creators, whether it’s Team 10 selling a million dollars in merch each month or Michelle Phan building makeup subscription service Ipsy into a beauty e-tailing powerhouse. The good news: as affiliate marketing and other incremental revenue streams gain strength, the number of professional creators making $100,000 or more annually continues to grow 50% year over year.

Parents Are the Real Heroes

Finally, there are a few things all global VidCon events have in common: screaming tweens, and selfie sticks. To all the brave parents who traveled far and wide, waited in lines, and paid for overpriced meals all in the name of keeping their kids happy, I commend you. As part of the Industry track it’s easy to focus on the business of online video, but it’s also good to remember why we do it: to connect creators and fans and help the next generation of digital stars build a sustainable business doing what they love.

Australian video fans line up for creator meetups, brand booths, and more at this year’s inaugural VidCon AUS event in Melbourne.

James Creech is the Co-Founder CEO of Paladin, the essential creator management platform for digital media companies. Follow James on LinkedIn and check out his podcast All Things Video for more insights into the online video industry.

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Hong Kong, China — (ReleaseWire) — 09/12/2017 –Animiz is a cartoon video creator recently launched by world leading software development company, Animiz Software Co. Ltd. The cartoon video creator is designed to allow for the easy creation of cartoon videos to ensure effective content marketing.

Video marketing is becoming increasingly popular in the world of content marketing. This can be attributed to the effectiveness of the content marketing strategy. However, businesses, especially the small ones have often struggled to utilize this content marketing strategy due to several factors.

One of the factors that have somewhat inhibited the wide use of video marketing by businesses is the cost required to hire experts for the creation of effective video marketing content. The level of computer skills and sophistication of available cartoon video creation software applications have also affected the implementation of video marketing strategy negatively.

The emergence of Animiz has however come to ease the process of creating cartoon videos, helping to eliminate the stress and cost associated with making professional content for video marketing. The video creator comes with amazing features and benefits that have ensured that businesses and individuals regardless of their size or computer skills can create professional videos in minutes without having to break the bank.

One of the features of Animiz is the camera effect it provides for videos. Other features of the software include multiple backgrounds, scenes and templates for the users to freely choose and become a video editing guru.

The animated video presentation software developer has become popular thanks to its simple yet effective solutions. For more details, please go to http://www.animiz.com.

About Animiz Software Co. Ltd
Animiz Software Co. Ltd is a software development company headquartered in Hong Kong. The company provides video creation solutions to businesses across the globe, with its recently launched cartoon video creator helping businesses and individuals to create professional cartoon videos in minutes.

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• by Steve McClellan
   @mp_mcclellan,

  11 hours ago

Luke Taylor, previously the CEO of DigitasLBi, has joined Omnicom’s DAS Group, where he will serve as CEO of the unit’s expanding digital and CRM-focused Precision Marketing Group.

Taylor will report to Dale Adams, chairman and CEO of DAS.

The agencies that will report to Taylor include Javelin, Organic, Proximity, RAPP and Targetbase. Taylor will work with the
agencies to enhance their service offerings and talent recruitment.

He will also help the agency group better leverage existing Omnicom technology and data platforms, such as Annalect. He will
develop strategies for internal investments and acquisitions.

Omnicom said that all of the agencies within the Precision Marketing division will continue to work as independent brands and
businesses.

“Luke comes to DAS with significant, hands-on leadership experience in the agency world, especially in digital marketing and technology,” stated Adams. “He has a
keen understanding of how marketing communications is evolving and a strong commitment to excellence in client service.”

Prior to leading DigitasLBi, Taylor ran LBi International, which
Publicis acquired in 2012 for $540 million. It was merged with Digitas in 2013.

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To keep pace with the modern trend, Animiz brings the video presentation software to help marketers create the animated videos and gifs for business. There is no doubt that the video marketing is the most effective way to spread the brand. And Animiz, will be the best helper for brand building.

First of all, to help the marketers create the impressive video; Animiz video presentation software provides a bunch of templates varying from business, education to technology, food drink for the marketers. Animiz also develops a large number of online scenes for the users to edit the video, including the animated scene, countryside, fantasy, festival, health medical, modern indoor and modern outdoor, natural and others. It is convenient for the marketers to begin the video creation.

With Animiz video presentation software, markters can take the whole control of the video elements. They can freely add the roles, texts, shapes, images, effects, sounds, symbols, and actors etc. It is also possible for them to edit all objects showing time and how objects enter and exit. There are various animation effects for the users to make the video interactive.

The most important thing for why Animiz is the best choice is that marketers can add the camera effect and make record for the video. It will make the video dynamic and convincing with voice.At the same time, Animiz released a series of video editing tutorial for the markters to know and use the software better. The tutorials include getting started , scene settings, elements settings, timeline setting, animation, canvas, publishing and account payment.

“ We provide everything you need here to help you create the amazing video for marketing,” said Jason Chan, manager of Animiz, “just with a fantastic idea for the business, you can make it come true in the help of our software. We even provide the free cloud platform for your video publishing.”

For more details, please visit Animiz homepage or download the software to have a free try.

About Animiz

Animiz Software Co.Ltd is a young and energetic software development company to develop the powerful animated video presentation software. Animiz is the professional animated video software that helps to create animated video presentations, video advertisement, explainer videos, animated gifs and more. It is free to download and provides the free platform for publishing.