BI Intelligence

See Also

This story was delivered to BI Intelligence « Digital Media Briefing » subscribers. To learn more and subscribe, please click here.

LinkedIn launched its mobile native video uploading feature more widely after an initial phase of testing that BI Intelligence reported on last month.

Users can record video directly from the LinkedIn app, or select video from their mobile galleries. Audience insights for uploaded videos including companies, locations, and titles of viewers will be available in the dashboard section of users’ LinkedIn profiles. The new feature is gradually rolling out globally over the next few weeks.

Native video uploading cuts out the circuitous process of embedding videos from third-party platforms, which is beneficial to anyone looking to distribute video on LinkedIn. 

Making native video uploading more widely available positions LinkedIn to capitalize on the shift to video across social platforms. It also paves the way for new ad revenue and live video offerings:

• Overall shift to video. Enabling native uploading is bound to increase the amount of video content available on LinkedIn. And the more video there is on the platform, the more its users will seek it out. Influencers and business-focused publishers like Business Insider and The Wall Street Journal could start to use LinkedIn as a main distribution platform.
• Ad revenue opportunities. LinkedIn isn’t currently serving video ads, but doing so is a natural progression the company is evaluating, TechCrunch reports. This makes sense — by using natively uploaded videos as new ad inventory, the company would be able to increase its overall ad load without cluttering users’ feeds or profiles. LinkedIn’s 500 million members would undoubtedly entice digital advertisers to run campaigns on the platform.
• Live video functionality is a possibility. Earlier this year, LinkedIn hired Peter Roybal, a Facebook product manager who was involved with Facebook Live, which could be an indication of the company’s interest in the live broadcasting space. There are appropriate use cases for live video on LinkedIn, such as broadcasting company recruiting information sessions, keynote speeches, and professional mentoring.

Trust is timely. In an era in which fake news is trending, and brands are pulling advertising from large publishers because they don’t want their messaging associated with offensive content, trust is a critical factor that brands consider when re-evaluating digital ad strategies.

Digital trust is the confidence people have in a platform’s ability to protect and promote the interests of its users. 

The Digital Trust Report, a brand new report from BI Intelligence, examines consumers’ perception of major social platforms. It rates Facebook, YouTube, Instagram, Twitter, Snapchat, and LinkedIn on security, community, user experience, and content authenticity and shareability. These insights help brands and marketers make informed decisions about where to spend their marketing and branding dollars.

All of the information in this survey comes from our proprietary BI Insiders panel, made up of more than 15,000 specially selected and recruited Business Insider readers. This panel is designed to be a leading indicator of what’s next in digital. The panelists are business and tech savvy, they have buying power, and they’re highly engaged. The survey revealed some fascinating insights into how millennials and decision makers view today’s most popular social media platforms.

Here are some key takeaways from the report:

• Digital trust has been shaken by a proliferation of malicious content and data breaches, which has significant consequences for brands that use these platforms.
• The top platform won by a huge margin on most attributes. Content on this platform is more likely to be viewed as forthright and honest, which increases the persuasiveness of ads and marketing messages that appear alongside it. This also creates ideal conditions for thought leadership and branded and sponsored content to flourish.
• The second-ranked platform was bolstered by users’ confidence sharing content they find there. Users were most apt to share content they found there, which, together with its massive audience and high engagement, makes it the right platform to maximize reach.
• The social platform that finished dead last did so because of its abusive comments section and extremely annoying ads. Still, this hasn’t dissuaded people from visiting, as evidenced by the time spent monthly and massive user base. This platform also resonates more with older generations.

The Digital Trust Report is only available with a subscription to BI Intelligence, Business Insider’s premium research service. To access this report, plus hundreds of other deep dives into the future of digital, click here.

PEORIA – While the Arizona Challenger Space Center has completed its final mission in Peoria, it is on another mission to preserve one of its largest exhibits.

Within the Center’s rotunda is a 360-degree mural painted by Robert McCall, an artist known for his depictions of space and a futuristic look at what the world might behold in the years to come.

The piece, titled « Tour of the Universe, » utilizes 27,000 square feet of canvas and took six months to install, according to the Challenger Space Center.

TAKE A FULL TOUR OF MCCALL’S MURAL IN THE 360-DEGREE VIDEO BELOW:

Virtual Reality Advertising. Virtual Reality Advertising

The four-story mural depicts the Earth’s formation from the cosmos in space to the dinosaurs and the first people on Earth, before diving into the future with imaginative bubble-shaped vehicles hovering above the ground.

In August, the space center closed its doors to the public to begin disassembling its exhibits and attractions.

It is in the process of looking for a new home after its building near 83rd Avenue and Lake Pleasant Parkway was sold.

The mural is too large and too delicate to move, said Swaymann, estimating its worth at $500,000.

She hopes the building’s new owners will preserve the mural and keep it accessible to the public.

McCall died in 2010 in Scottsdale. He was 90.

McCall reportedly worked for NASA as a visual historian. He created the logos for space missions, which were turned into patches, and has a mural displayed at the National Air and Space Museum in Washington, D.C.

• by Tobi Elkin
   @tobielkin,

  5 hours ago

The Interactive Advertising Bureau  (IAB) named digital marketing veteran John Frelinghuysen as the trade group’s newest publisher-in-residence.

In this new advisory capacity,
Frelinghuysen will work with IAB and its Digital Video Center of Excellence to address pressing issues and help publishers and brand marketers navigate shifts in consumer video viewing behaviors on a
variety of screens and platforms.

Most recently, Frelinghuysen served as executive vice president for digital media at Disney/ABC Television, where he led digital product, technology, business
development, and strategy for the ABC Network, Disney Channels, and Freeform.

Prior to joining Disney, Frelinghuysen served as senior vice president of Strategy for AOL,

Previously, as
a senior strategy consultant with Bain Company and Booz Allen Hamilton (now Strategy), Frelinghuysen led several key initiatives for IAB, including the launch of Making Measurement Make
Sense, Building Brands Online, and Digital Pricing Benchmarking.

Frelinghuysen served from early 2016 until recently as an IAB Board Member.

This marks the second time that IAB has invited
an industry pioneer to take part in its publisher-in-residence program. Peter Naylor, currently senior vice president, advertising sales, Hulu, and chairman of the IAB Digital Video Center of
Excellence Board, was the first to serve in this role in November 2013.

advertisement

advertisement

About Elise Herron

Elise Herron grew up in Sisters, Oregon. She got the travel bug out of her system in New Zealand and Central America before settling in Portland to finish out a degree in Journalism.

Video Produced by UK Public Relations Marketing. To view captions for this video, push play and click on the CC icon in the bottom right hand corner of the screen.  If using a mobile device, click on the « thought bubble » in the same area.

LEXINGTON, Ky. (August 23, 2017) — Today, the University of Kentucky campus comes alive once again as the first classes in the 2017-18 academic year begin!

Students, faculty and staff are arriving to a transformed campus.

During the past six years, the University of Kentucky has invested more than $2.3 billion in facilities designed to support students. In addition to the new residence halls, innovative classrooms and learning spaces, modern labs and re-imagined dining facilities create boundless opportunities for students to learn and discover inside and outside of the classroom. 

Some areas of campus are still in the middle of construction as work continues on Research Building 2. The first phase of this $265 million building (funded half from the state of Kentucky, half from university resources, including private gifts) is scheduled to open in summer of 2018. The new space is designed to foster multidisciplinary research targeting the health disparities that most impact Kentuckians: cancer, obesity, diabetes, cardiovascular diseases including stroke, and substance abuse. 

The idea is for researchers to discover new knowledge and move those findings from the bench to the bedside by teaming up with clinicians at UK HealthCare, which was recently ranked No. 1 in Kentucky in the latest U.S. News Best Hospitals Rankings.

With students starting class today, UKNow wanted to spend some time with University of Kentucky President Eli Capilouto to get this thoughts on the upcoming academic year.

Since our president loves to walk the campus, we caught up with him on a recent stroll to talk about what he finds most exciting about UK’s newest academic and research spaces and the innovative Lewis Honors College. Capilouto also talks about the potential impact researchers, working with UK HealthCare clinicians, could have on the health of all Kentuckians. Watch the final two segments of our walk by clicking on the playlist above to discover how this new and improved campus will create opportunities to learn, discover and heal and why Capilouto is so thankful to the donors who help make it all possible. 

You can also click here for segment 3: https://youtu.be/ph-4tnQVMS8?list=PL0vC9-Q8LFcyQ2Ka8e4oMlkZtuaFBWJCc and here for segment 4: https://youtu.be/tNlCpMaEaVc?list=PL0vC9-Q8LFcyQ2Ka8e4oMlkZtuaFBWJCc. 

These videos are part of a new, bi-monthly UKNow series called « Campus Walks. » The idea is to get out of the office and onto campus with members of the UK community, so we can have in-depth, authentic conversations about our university with the people working so hard to advance our mission of education, research and service.

If there is someone on campus you would like to see featured on a future Campus Walk, please email us. 

The BMW i8 Roadster marketing campaign kicks off today with the first, “official” spy photos of the open-top super hybrid. The BMW i8 Roadster will be celebrating its market launch in 2018 and will already offer all optical and technical elements of the upcoming i8 facelift.

Initially unveiled as the i8 Spyder, the second high-end plug-in hybrid will be sold under the Roadster nameplate. As seen in these photos, the BMW i8 Roadster has identical dimensions and space compared to the four-seater Coupe, so we don’t expect significant changes when it comes to its proportions.

With the BMW i8 facelift, the roadster will also benefit from a revised chassis tuning and an increase in performance to around 400 hp, as well as updates for the infotainment system iDrive and a modernized range of assistance systems. The main argument for the BMW i8 Roadster is, however, the special possibility to be able to drive silently electrically even when the roof is open.

As the latest model maintenance for the BMW i3 has shown, the facelift will take advantage of an improved lithium-ion battery. The battery pack placed in the middle tunnel between the driver and the passenger will be refreshed with the facelift offering a greater range than before, so it can be assumed that the 2018 BMW i8 will likely cover 50 kilometers purely electrically.

BEVERLY HILLS, CA – FEBRUARY 28: Singer Taylor Swift attends the 2016 Vanity Fair Oscar Party Hosted By Graydon Carter at the Wallis Annenberg Center for the Performing Arts on February 28, 2016, in Beverly Hills, California. (Photo by Pascal Le Segretain/Getty Images)

Taylor Swift and the team she has surrounded herself with are marketing geniuses, and they know how to drum up a lot of conversation about whatever she is working on at the moment, and they are currently proving just how good they are at what they do this week before she launches the next era of her career—or at least that’s how it seems.

Swift is currently busy repopulating both her Instagram and Twitter profiles with short videos that come with absolutely no explanation, which makes them delightfully mysterious. Yesterday, the Grammy winner uploaded a glitchy 10-second clip of what appeared to be a snake moving ever so slightly, and today, she followed that up with a 20-second treatment that looks almost exactly the same. Neither of these posts were explained in any way by the singer or her team, and they didn’t come with any captions that might be helpful for the millions of fans who were immediately intrigued.

The signs that something big was on the way began last week when the country-turned-pop star deleted everything she had ever uploaded to both her Twitter and her Instagram, and while that might not gain much attention for the average person, everything Swift does becomes a headline these days. With 102 million followers on Instagram and 85 million on Twitter, it’s not surprising that a big move like the one she pulled off late last week garnered as much speculation as it has, or that she has quickly followed it up with something even more thrilling to those who follow her.

While plenty of people expressed their thoughts when Swift initially deleted her posts on both platforms, things started to become really exciting when these reptilian clips were uploaded, and speculation is now running rampant. The most recent 20-second upload only needed 45 minutes to rack up one million views on Instagram, and it is being spread across Twitter like wildfire, which suggests that whatever all of this is leading up to will be instantaneously greeted by tens or even hundreds of millions of people watching and listening.

It looks like these videos featuring snakes may be teasers for an upcoming video, which is supported by the fact that longtime Swift collaborator and music video director Joseph Kahn, who worked with the pop star on visuals for singles like “Blank Space,” “Out Of The Woods” and “Bad Blood,” which won the pair a Grammy, has been retweeting the singer’s messages, suggesting he is involved in whatever is coming next.

Swift has been relatively quiet for some time now, staying out of the spotlight as much as is possible for a woman as popular and powerful as she is, and this seems like the perfect time to begin the next phase of her successful career. She did earn a top 10 hit earlier this year with her Zayn collaboration “I Don’t Wanna Live Forever,” which peaked at No. 2, but other than that, fans have been patiently waiting for #TS6, her as-yet-unnamed and unannounced sixth album, which is expected to follow in the poppy footsteps of her blockbuster release 1989.

It has been just over three years since she officially made the switch to pure pop by dropping “Shake It Off” in the summer of 2014, and she isn’t known for waiting long periods of time in between album cycles. With these two new suggestions of a video, her refreshing of all social channels and the fact that it’s been a long time (at least when it comes to Top 40 pop music) since she has promoted anything properly, all signs point to the fact that Taylor Swift will be dropping new music, and it’s probably going to happen very, very soon.

• by Sara Guaglione
  ,

  5 hours ago

New York Media’s style site The Cut has
undergone a redesign and announced new hires in its sales and video department.

The redesign is being touted as “mobile-first” and features a new logo and site sections,
with more white space and “an emphasis on discovery for the homepage,” New York Media stated. It added the majority of The Cut’s readers consume its content on mobile.

The Cut launched five years ago as a standalone site, spinning off from New York.

The redesign brings “new prominence to coverage of feminism and
politics, wellness and fitness, work and career, parenting and culture,” the company stated. President and editor-in-chief Stella Bugbee notes in an editor’s letter introducing the new
site: “We felt it was time for the Cut to reflect how much we’ve grown along with all the conversations around us.”

advertisement

advertisement

The Cut‘s site is now divided into
four new sections: Style, Self, Culture and Power.

Style encompasses “all things related to living an aesthetically pleasing life, including gorgeous photography, street style,
red-carpet photos, beauty coverage, weddings and interior design,” Bugbee wrote.

Self “is our hub for everything that relates to our mental and physical health, feelings,
sex, relationships and parenting,” she added.

Later this fall, New York‘s science and human behavior vertical Science of Us will begin publishing on the Self
section of The Cut.

The Culture section of The Cut will focus on celebrities, movies, TV, music and books, while Power “houses our coverage of politics, feminism,
work, money and issues relating to equality,” Bugbee wrote.

The new site also introduces more brand-integration opportunities, such as revamped branded content “to be
more in line with the voice of the site, » and high-impact ads for the mobile homepage, according to the company.

Saks Fifth Avenue and Cartier are among the redesign launch
partners.

Last week, Jacqueline Cinguina and Kate Solinsky were appointed New York Media’s head of sales marketing and head of sales, respectively, working across the
company’s suite of brands, which include New York, Vulture, The Cut, Grub Street, Science of Us, Select All and The Strategist.

As head of sales
marketing, Cinguina will oversee New York Media’s branded content studio, as well as integrated marketing, research, ad-sponsored events and creative services functions. She has worked as an
independent marketing consultant and was senior executive director of marketing solutions at Condé Nast Media Group.

Solinsky previously worked at the content discovery
platform Outbrain, most recently as the head of agency sales.

The company also hired a new director of video, Fritzie Andrade, to develop series for New York Media’s brands. Andrade
previously served as executive video director at Gizmodo Media Group.

View the discussion thread.

Almost every business has an online presence these days. Irrespective of the industry, businesses are reaching out to customers with marketing expertise to realise their visions for growth. And digital is central to their expanding plans.

What is digital marketing?

It involves marketing products and services through a wide range of digital media like website, email, social media, display ads and mobile apps through interactive or engaging content. Digital marketing activities include search engine marketing, social media marketing, ecommerce marketing and messaging apps based marketing.

The shift from marketing products and services to customer engagement:

More brands are realising that just aggressively promoting their products and services is not going to cut it. In fact, it may alienate consumers. Also, just competing with competitors to make offers, give coupons and rebates is only going to bleed them financially. The trend that is fast catching up is actively engaging consumers in a dance that is up close and personal. Brands are moving towards storytelling and other immersive experiences to connect closer with consumers and also to create product experiences as close to reality as possible.

And digital is quick to embrace that change!

It’s difficult to say if technology has created the paradigm shift from marketing to engagement or if it has just embraced the change. Irrespective of where the change originated, technology has proved to be a great enabler of this paradigm shift. Moreover, the digital landscape itself is evolving to meet the demands of new age marketing.

So, what are the emerging trends in digital marketing?

Rise of video content: With the growing penetration of smartphones and wireless networks, there has been a rise in the amount of video content consumed on mobile. Brands are making use of this medium to create engaging content that educates, entertains and inspires to try or buy their products and services. And consumers are just loving it here!

Use of Artificial Intelligence (AI) to make smart recommendations:

Recommendation engines and chatbots have sprung up across the digital ecosystem of commerce. Powered by data about consumer demographics and preferences, they intelligently suggest products that consumer might need, or is yet to figure out that he needs. These are soon going to be the norm as conversational commerce comes to the forefront of marketing. With the likes of Facebook opening their messaging apps to business bots, messaging apps are currently in the spotlight of conversational commerce.

Advanced marketing analytics:

There is more data about a potential consumer on the web than ever before. Every like, comment, tweet and share is tracked. Analytics also plays a meaty role in connecting the dots in a way a marketer would have not imagined to produce big picture insights. These in turn are used to redefine marketing strategies in a way that the brand reaches the right customer at the right time.

Social media beyond Facebook:

Instagram, Pinterest and Snapchat have expanded the social media footprint of a consumer beyond Facebook and Twitter. The advertising here is done via stories, videos, pictures and ads. While earlier these spaces were limited to interpersonal conversations, brands have made their presence felt through great bite sized content.

The slow but steady arrival of Virtual Reality (VR) and Augmented Reality (AR):

To create immersive product and service experiences, businesses are adopting VR and AR technologies in their marketing. Not only are these fun and engaging but also create great brand recall. This is particularly so for the millennial demographic which is likely to appreciate the ‘cool quotient’ of a brand.

What’s the way ahead for digital marketing?

The next big thing in marketing is to build up on the Internet of Things (IoT) network making use of smart sensors and talking devices sense the mood of the consumer and make recommendations or personalized suggestions. Clearly, technology has changed the marketing game for good.