Archives par mot-clé : video

Street Fight Daily: Facebook Video Marketing Woes, Google Stops Reading Email for Ad Targeting

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…

Facebook Video Ads Are All the Rage, But Viewability Rates Are as Low as 20%, Agencies Say (Digiday)
Some agencies started using new auditing capabilities provided by Facebook a few months ago and have been stunned to see viewability rates on Facebook video campaigns as low as 20 percent, going up to 30 percent, according to interviews with nine agency execs.

Cuebiq Partners With GeTui for Chinese Retail Data (Street Fight)
The location data provider has entered into a partnership with GeTui, a mobile internet, push-notification service provider to nearly one billion devices. Under their agreement, the companies plan to jointly develop a machine learning platform to process data about foot traffic and offline consumer behavior from the Chinese market.

Google Plans to Stop Scanning Users’ Emails for Ad Targeting (AdWeek)
In a blog post published Friday, Google Cloud SVP Diane Greene said the company plans to stop using the free consumer version of Gmail for ad personalization. The changes will take place later this year.

Sponsored Post: As Temperatures Soar, So Should Local Marketing (Street Fight)
Summer is here, and it feels like a new beginning. The change in season also means a drastic change in consumer behavior — with temperatures on the rise, so is consumer spending. Vivial has released free new eBook to help SMBs enhance their digital presence based on seasonal trends. 

How Amazon’s Whole Foods Buy Could Transform the Retail Ecosystem (Street Fight)
Amazon’s recent $13.7 billion acquisition of Whole Foods Market could signal a new era of experimentation and pushing boundaries in retail as the company continues to redefine content and commerce in the grocery space and elsewhere, according to Gwen Morrison, co-CEO of The Store, WPP’s global retail practice. Bloomberg: Amazon robots poised to revamp how Whole Foods runs warehouses.

Snapchat’s Newest Feature Is Also Its Biggest Privacy Threat (The Verge)
Dani Deahl: What Snapchat doesn’t tell you in the video, or in the app, is that if you aren’t careful, Snap Map will broadcast your exact location to anyone on your friends list every time you open the app.

5 Burning Questions Blue Apron’s IPO Is About to Answer (TechCrunch)
Blue Apron will be going public in short order, kicking off the second big major consumer IPO of 2017. It’s nowhere near as big as Snap, but the company at the top end of its IPO pricing will be valued at around $3.2 billion as it looks to raise nearly $600 million.

For Some Publishers, User Experience Trumps Revenue (AdExchanger)
Publishers like The Washington Post, Fusion Media Group and Time Inc. have all removed ad units to improve the user experience. And in some cases, the short-term pain leads to long-term gains. eMarketer: As Ad Blocker Use Grows, Publishers Face New Challenges

Samsung Wants Your Fridge to Be the Command Center for the Connected Home (VentureBeat)
While internet-enabled fridges aren’t a new phenomenon, with the likes of LG offering connected coolers as far back as 2000, Samsung has been going all-in to convince everyone that smart fridges should serve as the centerpiece of your connected home.

It’s 5 O’Clock Somewhere — Unless You’ve Been Acquired by Walmart (WSJ)
Soon after Wal-Mart Stores Inc. bought Jet.com Inc., employees at the e-commerce startup learned how dry life under the retail behemoth could be.

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John McEnroe wants today’s players to get mad

NEW YORK — John McEnroe wants more anger in tennis.

Not the kind of racket-smashing, profanity-flying tantrums he threw as a player, when he could go from the sport’s best player to its baddest boy in the same service game.

He wants to see players get fed up that they can’t break through against Roger Federer and Rafael Nadal, that they remain stuck behind Novak Djokovic and Andy Murray heading into Wimbledon.

« Those are the two greatest players that ever played in my opinion right now, Nadal and Federer, but I’m amazed that guys aren’t hungrier or angrier about sort of their lack of success, » McEnroe said. « I mean, these guys are tremendous and better than the guys for the most part, but not every single day. You’ve got to come at these guys with everything you’ve got. »

That helped fuel McEnroe’s rise to the top of tennis. While he says he’s always had a good relationship with Bjorn Borg, whom he considers probably his greatest rival, the hatred of losing to Jimmy Connors and Ivan Lendl lasted from the center court at Grand Slams to the locker room during senior exhibitions.

He thinks players now might get along too well with Federer, who won his record 18th Grand Slam at the Australian Open, or be too in awe of Nadal, who added his 15th at the French Open.

« And you don’t have to, like, disparage a guy, » McEnroe said, « you’ve just got to have this hunger and will to try to — when I played Connors for example, I tried to get myself to think like, ‘Am I trying as hard as this guy, do I want it as bad as him?’ And most of the time it feels like it wasn’t, but I tried to and it feels like that’s what you’ve got to do against these guys.

« You’ve got to bring everything you’ve got every single point or else they’ll just walk all over you, and it seems like a lot of the guys have, to some extent, have let that happen. »

Life after his tour career is the focus of McEnroe’s new book, « But Seriously, » in which he details the ups and downs of his many roles outside of tennis: frustrated actor, amateur musician, art collector, remarried husband, proud parent. He still plays some, but without the interest level in the U.S. to really do a senior tour right, he knows that at age 58, he’s close to that ending.

« When I feel pretty good, like there’s certain days, one out of three days, where I’ll feel pretty good physically and that elevates my game, » McEnroe said. « I try to feel good every time, but it doesn’t work out that way where things start clicking. So that’s something that’s more fleeting and frustrating, so that’s why, I mean that’s why you walk away from the sport in the first place. I didn’t feel like I could win a major anymore, so I just didn’t feel like I could keep playing, or that I wanted to keep playing when I really felt like I had no chance of winning. »

He was only 25 when he won the last of his seven majors. He’s since found entertainment opportunities through his friends on both coasts, though the game show and talk show he hosted were both short-lived. He’s stayed involved in tennis as a commentator, through his John McEnroe Tennis Academy in New York and a little coaching, helping guide Canadian Milos Raonic to the Wimbledon final last year.

Perhaps his own career would have been different had he played now. The top four on the men’s side are all 30 or over, and none is slowing down the way players did at that age when McEnroe played.

« They’ve got way more knowledge of how to recover, what to eat, how to train off the court as well as on the court, all those things, » McEnroe said. « It’s not like we had no idea, but it’s almost like a science now, so from that standpoint there’s no question I feel like I’d be different.

« And then the other obvious one, the amount of energy I wasted sort of complaining on line calls or whatever it is. They have this challenge system, so that’s sort of taken that out of the equation, so I think I would have been a 20 percent better player but probably quite a bit, even more than maybe 40 percent more boring, because you wouldn’t have had that whole thing. »

But he now appreciates his playing career more, as whatever frustrations he’s had in other pursuits in the years since have given him a perspective he didn’t have then.

« I don’t think there’s anything you do when you fail at it that you’re happy when it happens. I think the key is always to sort of learn from it, » he said. « If it helps you find your way or you head in a direction that’s better served, it’s OK. »

Watch a SpaceX Falcon 9 rocket launch 10 satellites into orbit

A SpaceX Falcon 9 rocket will launch later today carrying a new batch of satellites into orbit for communications company Iridium. After takeoff, SpaceX will try to land the Falcon 9’s first stage — the 14-story high core of the rocket that contains the main engines and most of the fuel — on an autonomous drone ship in the Pacific Ocean. If successful, it’ll be the 13th time SpaceX has successfully landed one of these rocket stages, and the eighth time it’s performed the feat at sea.

This is the second launch SpaceX is attempting in one weekend — the quickest turnaround ever. (Launches are weeks or months apart, usually.) On Friday, SpaceX sent a Bulgarian communications satellite into space from NASA’s Kennedy Space Center in Florida, in what the private spaceflight company called a “weekend doubleheader.” That flight was supposed to occur last weekend, but it was pushed back so that a valve could be replaced in the fairing, which is the cone at the top of the rocket that holds the satellite. On Sunday, Elon Musk said that the rocket has also been equipped with “significantly upgraded” fins made of titanium, which replaced aluminum fins that were prone to catching fire during reentry.

Today’s launch is part of Iridium’s plan to create a large constellation of 66 telecommunications satellites in lower-Earth orbit called Iridium NEXT. It will deliver mobile voice and data coverage all over the planet, including over the ocean and at the poles. The first 10 satellites were launched aboard a Falcon 9 rocket in January; today’s launch will bring the number of satellites in space to 20. When fully completed, the constellation will also be used to provide a minute-by-minute tracking system for airplanes.


The Falcon 9 rocket that launched the first 10 Iridium NEXT satellites in January
Photo by SpaceX

Iridium has six more launches scheduled with SpaceX over the following 12 months, CEO Matt Desch said during a call with reporters on June 19th. “Our network activity in space is really going to get a bit frenetic here in the coming months,” Desch said. As these new satellites go up, they will slowly replace the old-generation satellites — some of which have been in orbit since the 1990s.

All Iridium NEXT satellites will be launched on new Falcon 9 rockets — at least for now. Desch said he’s open to the possibility of launching on already-flown Falcon 9s, if the reused rockets can speed up the schedule. “Schedule for me is very, very important,” Desch said. “Cost and risk are aligned,” he added. “I believe the risk is low right now but it’s not zero, because it’s a new thing.”

SpaceX completed its first landing of a Falcon 9 first stage in December 2015, and has completed 12 so far, including one on Friday. Two of these recycled rockets have been successfully launched and landed so far. Friday’s rocket that carried the Bulgarian satellite to space was actually the same Falcon 9 that put the first 10 Iridium NEXT satellites in orbit in January.

Today’s Falcon 9 is scheduled to launch from Vandenberg Air Force Base in California at 4:25PM ET, with an instantaneous launch window. The backup date is Monday, June 26th at around the same time. Check back this afternoon to watch the mission live. The live broadcast begins 20 minutes before launch.

Senate Republicans face key week as more senators waiver in their support for health care bill

Senate Republicans and the White House are facing down an increasingly daunting challenge to secure the votes necessary to pass legislation before the July 4 congressional recess that would make dramatic changes to President Obama’s signature health care law.

At least five Republicans have already come out against their party’s bill — which can only afford to lose two votes — and over the weekend more began expressing serious reservations and skepticism about the proposal, saying they would like more time to debate and tweak the plan.

A key moment will arrive early this week when the Congressional Budget Office releases an analysis of the bill estimating how many people could lose coverage under the Republican plan, what impact it might have on insurance premiums and how much money it could save the government.

The stalled Republican effort to pass a sweeping rewrite of the Affordable Care Act was further threatened Sunday when Republican senators from opposite sides of the party’s ideological spectrum voiced their disapproval, imperiling hopes for a Senate vote this week and President Trump’s desire to fulfill a core campaign pledge. 

The mounting dissatisfaction leaves the White House and Senate Republican leaders in a difficult position. In the coming days, moves to narrow the scope of the overhaul could appeal to moderates but anger conservatives, who believe the legislation does not go far enough to repeal and replace Obamacare. 

Sen. Susan Collins (R-Maine) on Sunday expressed deep concerns about how the bill would cut expanded Medicaid funding for states, a key pillar of the Affordable Care Act that several centrists in the Senate are wary of rolling back, saying on ABC’s “This Week” that she worries about “what it means to our most vulnerable citizens.”

Collins also said she is concerned about the bill’s impact on the cost of insurance premiums and deductibles, especially for older Americans. 

“I’m going to look at the whole bill before making a decision,” she said, later adding, “it’s hard for me to see the bill passing this week.”

Underscoring the challenge facing Senate Majority Leader Mitch McConnell (R-Ky.), Sen. Rand Paul (R-Ky.), speaking on the same Sunday show, also voiced concerns with the bill — but for entirely different reasons.

Paul — who, along with fellow Republican Sens. Ted Cruz of Texas, Ron Johnson of Wisconsin and Mike Lee of Utah have already said they cannot support the current bill — rejected the Republican plan for not being more fiscally austere, but said that in the face of an impasse, he could support legislation that simply repeals Obama’s health care law.

“I’ve been telling leadership for months now I’ll vote for a repeal,” Paul said on ABC’s “This Week.” “And it doesn’t have to be a 100 percent repeal. So, for example, I’m for 100 percent repeal, that’s what I want. But if you me 90 percent repeal, I’d probably vote for it. I might vote for 80 percent repeal.”

But simply repealing Obamacare or large parts of the law without making any other changes to the nation’s health care system is not a realistic political possibility at the moment.

McConnell and his team remain convinced they must call a vote soon to avoid having health-care discussions dominate the summer, when they aim to move on to tax reform legislation. In their circle, further talks are also seen as an opening for others to bolt.

“It’s not going to get any easier,” Senate Majority Whip John Cornyn (R-Texas) told reporters on the sidelines of a three-day seminar organized by billionaire industrialist Charles Koch in Colorado Springs. “And yes, I think August is the drop deadline, about August 1st.”

As senators took to the airwaves Sunday, there were developments behind the scenes as GOP leaders made calls and worked to cobble together votes. But no firm decisions on changes were made.

There was new talk among key GOP figures about winning over moderates by altering the bill’s Medicaid changes, according to two people involved who would not speak publicly. By tweaking how federal funding is determined for Medicaid recipients and linking aspects to the medical component of the consumer price index, there is a belief that some moderates could be swayed, since they want assurances of funding should the cost of care rise, the people said.

Then would come the tightrope: If some senators can be convinced to support revisions to the Medicaid portion of the bill, several conservatives are warning that unless their amendments are included, they are unlikely to support the legislation. The hope is that there is a combination of those Medicaid changes and amendments from conservatives that could pave way to passage.

Progress in these conversations could postpone a vote for a couple weeks until after July 4 holiday, the people said, but Senate leadership and the White House want to move this week if they can.

The administration itself, meanwhile, is sending mixed signals. An allied leadership PAC is launching an intensive advertising campaign against Sen. Dean Heller (R.-Nev.), currently a no vote, to pressure him to support the bill. And on CNN’s “State of the Union,” Kellyanne Conway, counselor to the president, said that Trump “is working the phones, he’s having personal meetings, and he’s engaging with leaders.”

Still, the president’s own support for the legislation has at times been lukewarm. Over the weekend, he acknowledged he once called the initial Republican bill, which originated in the House, “mean” in a private meeting, but also urged senators on Twitter to pass it. 

Trump’s aides have seemed to signal that the White House is more likely to support the final Senate proposal over the original House bill going forward, and speaking this weekend on “Fox Friends,” Trump said, “I want to see a bill with heart.”

Conway added that “the president and the White House are also open to getting Democratic votes,” and asked, “Why can’t we get a single Democrat to come to the table, to come to the White House, to speak to the president or anyone else about trying to improve a system that has not worked for everyone?”

But Democratic support seems unlikely. Senate Minority Leader Charles E. Schumer (D-N.Y.), speaking on “This Week,” said Democrats would only sit down with Republicans if they stop trying repeal Obamacare. And in an interview with The Washington Post, Sen. Bernie Sanders (I-Vt.) spoke of trying to postpone a vote on the bill to mount a stronger fight against it.

“One of the strategies is to just keep offering amendments, to delay this thing and delay this thing at least until after the July 4 break,” Sanders said. “That would give us the opportunity to rally the American people in opposition to it. I think we should use every tactic that we can to delay this thing.”

On Sunday, there was also some confusion — or misdirection — about what exactly the Senate bill would do. Speaking on CBS’s “Face the Nation,” Sen. Patrick J. Toomey (R.-Pa.), claimed that Republican plan “will codify and make permanent the Medicaid expansion,” and added, “No one loses coverage.” His comments echoed those by Kellyanne Conway, counselor to the president, who told “This Week,” “These are not cuts to Medicaid.”

In fact — despite Trump’s campaign promise that he would not cut Medicaid — the Senate bill includes deep cuts to projected spending on the program, deeper even than the House bill over the long run, and is expected to leave millions without or unable to afford health insurance.

Sen. Ron Johnson (R-Wis.), who surprised some Republicans by co-signing a letter asking for more changes to the bill, said on NBC’s “Meet the Press” that there was no hurry to vote before the end of June.

“There’s no way we should be voting on this next week. No way,” Johnson said. “I have a hard time believing Wisconsin constituents or even myself will have enough time to properly evaluate this, for me to vote for a motion to proceed.”

At the same time, Johnson said he was not a pure “no” on the bill.

Sen. Bill Cassidy (R-La.), who had criticized the process by which the new bill was crafted and had preferred his own compromise to extend most of the Affordable Care Act, struck a similar tone on CBS’s “Face the Nation.” After saying he was “undecided,” he clarified that small changes could win his vote.

“There are things in this bill that adversely affect my state, that are peculiar to my state,” said Cassidy. “If those can be addressed, I will. If they can’t be addressed, I won’t. So right now, I am undecided.”

Progressive activists spent the weekend warning that Republicans like Johnson and Cassidy could vote for the bill with minor tweaks. In Columbus, Ohio, at the second of three rallies Sanders and MoveOn.org organized to pressure swing state Republican senators, MoveOn’s Washington director Ben Wikler warned a crowd of at least 1000 activists that the protests of Senate Republicans might amount to Kabuki theater.

“This is the week when Mitch McConnell and Republicans are going to introduce these tiny amendments, and Republicans are going to say — oh, the bill is fixed! Oh, I can vote for it now!,” warned Wikler. “Are we going to let him get away with that?”

And looming over the discussions is another challenge: the Republican-controlled House, where any revised Senate bill would head and its ultimate fate would be decided. According to a White House official, Trump advisers are keeping in close touch with the conservative House Freedom Caucus — which helped tank the White House’s initial health care push — as the Senate considers the bill, making sure that whatever ends up passing could pass muster with House conservatives.

 David Weigel reported from Columbus, Ohio and James Hohmann reported from Colorado Springs.

GOP agrees on one thing: ObamaCare taxes must go

The near-consensus that House and Senate Republicans have reached on repealing ObamaCare taxes could boost their efforts to overhaul the tax code.

The draft healthcare bill Senate Republicans released on Thursday is similar to the House-passed bill on the ObamaCare taxes, repealing nearly all of them and delaying the “Cadillac” tax on high-cost health plans. While senators had considered keeping some of the taxes for longer than the House bill, they mostly stuck with the House plan, making only minor changes to the effective dates.

The Senate bill still faces hurdles to passage. But if it passes, it will remove an issue that otherwise might complicate Republicans’ work on tax reform.

“I think it makes it easier to work through tax reform without these fees and taxes still on the table,” said former Rep. Phil English (R-Pa.), who is now a senior government relations adviser at Arent Fox. 

The Congressional Budget Office estimated that the House’s healthcare bill would lower government revenues by nearly $1 trillion over a decade; about $660 billion of that amount would come from repealing and changing ObamaCare tax provisions that are not directly related to health insurance coverage.

Congressional GOP leaders have said they want tax reform to be revenue-neutral, which requires finding offsets for tax cuts. By repealing the ObamaCare taxes in a healthcare bill, Republicans would not have to find ways to offset those tax cuts in tax-reform legislation, making the task easier.

Speaker Paul RyanPaul RyanGOP agrees on one thing: ObamaCare taxes must go Ryan reminds lawmakers to be on time for votes Lawmakers consider new security funding in wake of shooting MORE (R-Wis.) and House Ways and Means Committee Chairman Kevin BradyKevin BradyGOP agrees on one thing: ObamaCare taxes must go Overnight Cybersecurity: Trump tweetstorm on Russia probe | White House reportedly pushing to weaken sanctions bill | Podesta to testify before House Intel Senate expected to pass Russia sanctions bill for a second time MORE (R-Texas) have already said that if a healthcare bill isn’t enacted, they will not seek to repeal the ObamaCare taxes in a tax-reform bill.

Still, it’s possible that other Republicans would end up pushing for a tax bill to repeal specific ObamaCare taxes, since many of them are unpopular. 

“Some of these taxes have strong constituencies against them who would want to see them repealed no matter what,” said Scott Greenberg, an analyst at the Tax Foundation.

The revenue provisions that pay for ObamaCare include taxes on high-income individuals as well as taxes that fall on various industries in the healthcare sector, such as the medical device and prescription drug industries. 

English said that repealing the ObamaCare taxes in a healthcare bill could make it easier for lawmakers to get those health-related industries to help them on tax reform.

“This repeal can also be part of a process of building support for tax reform by essentially addressing a top tax issue in advance” for certain industries, English said.

The House bill repeals most ObamaCare taxes in 2017, while the Senate bill repeals most of the taxes in either 2017 or 2018.

Senators had seriously considered delaying the repeal of some of ObamaCare’s taxes to help pay for their healthcare proposal. But doing so would have cost them much-needed support from outside conservative groups.

Some conservative groups such as FreedomWorks and the Heritage Foundation raised concerns about the Senate bill on Thursday, but even more might have spoken out if more ObamaCare taxes were kept for longer. 

“There was such strong unity among conservatives and libertarians that the taxes needed to go,” said Brandon Arnold, executive vice president of the National Taxpayers Union, which is positive about the Senate bill. 

Lawmakers still have many challenges to overcome before a healthcare bill is enacted. 

Five Republican senators said they do not support the Senate proposal in its current form, and several others have raised concerns. The Senate bill can’t pass if more than two GOP senators vote against it, since all Democrats are expected to vote against it; Republicans have a 52-48 majority, and Vice President Pence can break a tie. 

Even if the Senate is able to pass an ObamaCare repeal measure, it’s unclear if House Republicans would accept it.

Still, some Republicans find it promising that the House and Senate healthcare bills have a number of commonalities, given that some senators had discussed crafting a much more moderate bill.

In addition to repealing most of the ObamaCare taxes, the House and Senate bills both eliminate the individual and employer mandates, cap federal Medicaid spending and allow states to seek waivers for some of the 2010 health law’s requirements. 

Americans for Tax Reform President Grover Norquist said that commonalities on healthcare are a positive sign for an agreement on tax reform, since Republicans tend to agree more on taxes than healthcare. 

He also said that Republicans might be more comfortable voting for an ObamaCare repeal bill now that Republican Karen Handel won a competitive special election for a House seat in Georgia where healthcare was an issue. 

“The House and Senate bills are more alike than I thought they would be,” Norquist said. 

Reddit opens up video ads to spur marketing expansion

Dive Brief:

  • Reddit is leveraging the Cannes Lions festival to pitch its growing advertising business to brands and agencies, notably by rolling out video ads for the first time via its sales team and self-service ad buying platform, according to a report in The Wall Street Journal.
  • The site could be attractive to advertisers because its users are there for honest and open conversation in self-selected communities — people go by usernames rather than their real-life names in most cases — rather than trying to curate a perfect Instagram profile, Reddit Co-Founder and Chairman Alexis Ohanian told Adweek.
  • The site has also completely revamped its self-serve ad buying platform for the first time in around eight years, allowing marketers to manage campaigns, access campaign metrics and test creative elements. It’s also working with WPP’s Essence and Omnicom’s Resolution Media to create self-serve ad products for those agencies.

Dive Insight:

One key challenge for Reddit in the push to win more ad dollars is the actual content on its site. What Ohanian describes as honest and open, some brands might consider outside of the boundaries of what they deem « safe, » and Reddit users — often painted as cynical and resistant to change on their platform of choice — might not take well to a higher volume of advertisements appearing in their carefully curated communities. 

Users are notoriously sensitive to being marketed to, per the Journal, with a popular subreddit called /r/hailcorporate dedicated calling out what it deems « company shills » on the site. Ohanian told the Journal Reddit can prevent ads from appearing next to such communities, and it’s testing tools to help brands manage Reddit profiles and presences.

Still, some of Reddit’s communities have proven incredibly toxic beyond a marketing context, and have painted Reddit in a poor light more broadly in the media. In December, Reddit stopped serving ads on the /r/conspiracy subreddit after a 28-year-old man armed with an assault rifle opened fire in a Washington DC pizzeria. The man claimed he was conducting a personal investigation into a far-right « PizzaGate » conspiracy theory that was heavily promoted on the subreddit. He was sentenced to four years in prison earlier this week, per The Guardian.

Given the current industry focus on brand safety — the issue cost YouTube 5% of its North American advertisers in April — Reddit’s sell will likely only get tougher.  

Email marketing up 83% since 2015 as B2B marketing grows by 200%

Never underestimate the power of email – a cornerstone for both traditional marketing and consumer-facing market strategies that has seen an 83% growth in B2B and B2C markets since 2015.

According to new research released by Salesforce, who polled 3,500 global marketing leaders, at either a manger level or higher position for its fourth annual State of Marketing report, email experienced the largest surge in consumer-facing marketing programs, with email use by B2C marketers rising 106%. This surge indicates that marketers may be testing new channels in conjunction with proven ones to find combinations that work for their consumers. Marketers also report higher levels of awareness, engagement, and acquisition when combining email with additional marketing channels according to Salesforce.

The Salesforce report also found that video advertising has experienced the largest two-year growth in B2B marketing, with video use growing 204%. Email was the second-highest advertising channel in growth for B2C marketers, but trailed video advertising’s growth of 141%.

Video advertising was closely followed by SMS/text messaging, a channel that grew 197% in the B2B market. B2B email marketing, on the other hand, has only grown 56% since 2015.

A marked trend among high-performing marketers is that they are 12.8 times more likely to combine marketing efforts across channels such as email, mobile, and social. On average, marketing leaders today say that 34% of their budget is spent on channels they didn’t know existed five years ago and they expect that to reach 40% by 2019.

The reports also suggests that about half (51%) of the emails are identical messages to what they have broadcast in other channels. This is considered to be a missed opportunity for most marketers who may not be evolving fast enough between email and other channels based on customer behaviors or actions.

Additionally, 51% of respondents said their emails contain the same messages as other marketing channels, while 29% of email messages evolve across channels and customer actions.

As in previous report iterations, Salesforce analyzed the differences between self-identifying high-performing and low-performing marketers.

Meet The Experiential Marketing Firm Behind Awesomeness’ Epic VidCon Ferris Wheel

Amid the eye-popping scenes at VidCon this year are an Awesomeness-branded Ferris wheel, a double-decker Fullscreen convention floor booth, and a Live.me-sponsored interactive ball pit. And all are the creations of Mirrored Media — an experiential marketing firm founded in 2010 by the 29-year-old entrepreneur Justin Lefkovitch.

Mirrored Media has 18 total activations at VidCon this year. This marks its biggest footprint at the world’s leading online video conference since it began creating activations at VidCon four years ago.

We spoke with Lefkovitch about the importance of experiential marketing within the digital media industry, the company’s strategic approach to conceiving activations, and overarching trends within the space. Check out the conversation below:

Tubefilter: Talk a little bit about how you founded Mirrored Media, and why you decided to foray into the digital space?

Justin Lefkovitch: Mirrored Media sits at the intersection of entertainment, technology, talent, and art — with a focus on bridging the gap between brands, fans, and consumers. My team is comprised of former talent managers and tour managers along with seasoned industry professionals, so we understand the needs of talent, creating a win-win for all parties involved.

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From the beginning, the majority of our projects have included elements from the digital media space — whether it be the client itself or the technology we embed within our experiences. We pride ourselves in pushing the envelope of what is thought to be possible within the tech sphere. We are creating memorable moments that leave a lasting impression on consumers, reaching far beyond a traditional billboard, print, or TV ad.

TF: When was your first VidCon, and how has your presence grown over the years?

JL: Three years ago, we worked with Fullscreen on an event during our first VidCon for Summer Break 2. Our first VidCon consisted of only one party, but now, four shows later, we have continued our relationship with Fullscreen and our VidCon footprint continues to grow exponentially.

TF: How do you go about bringing a concept to life? What ultimately makes for a successful activation?

JL: The process for creating a successful activation is just as fun for us as the fans who get to experience it.

We are a full-service creative agency as well as a full-service production house. Most projects start with us receiving the overall goals and client creative. From there, we move to the most enjoyable part of the process, which is our team of industry professionals sitting together and throwing out every possible idea. We have no limits when it comes to ideas — the more outlandish, the better. At the end of the day, we want to build something that we would want to experience ourselves, and that we are proud to put our names on.

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TF: How much can an activation cost to produce?

JL: Projects can range from small pop-ups to taking over full aircraft carriers, and everything in between. Because each one is custom, we scale to meet the budgets and goals of our clients.

TF: Please describe a few VidCon activations that stand out this year.

JL: As far as out-of-the-box concepts and raising the bar on technology, the ball pit, Ferris wheel, and double-decker booth stand out the most, with each one being a VidCon first.

The Awesomeness ball pit features 20,000 balls, and offers a shareable photo element in which users are captured in slow-mo video from a truss above as they freefall backwards into the pit. Fullscreen’s booth features a two-story LED screen, a custom stage, an LED interactive photo booth, and a social media vending machine. And the Awesomeness Ferris wheel, which stands at 42 feet tall and comes complete with onboard iPads, provides fans with the best views of VidCon along with the perfect selfie opportunity from high above the convention center’s Grand Plaza.

TF: What do you want attendees to say when they leave an experience?

JL: We want to help attendees create moments that they will remember, talk about, and share. This empowers them to be their own influencer, transforming them into an ambassador for the brand.

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TF: Are there any overarching trends in the experiential marketing space right now? 

JL: As technology continues to advance, the experiential space is constantly evolving and finding more creative avenues in which to use new technology. Livestreaming, live video, and live content capturing are all hugely popular throughout the experiential world. We are also seeing unique drone integration, interactive photo opportunities, pop-up interactive experiences, festival-focused music experiences, and creator-driven amplification across the space.

At VidCon, you will see experiences for fans on-site as well as an experience that others are watching across the world. Additionally, this year, fans will see plenty of Instagrammable moments, live streams, DIY takeaways, fidget spinners, and esports.

TF: What do you think the future holds for the space?

JL: The future of marketing is experiential marketing. As traditional media changes, the best way to connect brands to consumers is through experiences, and that will only grow as more and more ambitious experiential marketing ideas come to fruition.

[Photo credit: Mitchell Overton]