Organizers hope a new $200,000 marketing initiative showcasing Rutland County — rebranded as the Killington Valley — will entice professionals in cities like New York and Boston to visit the region.
The new name is an attempt to take advantage of the Killington Resort’s powerful nationwide name recognition, but it’s just the beginning of the marketing effort.
A new video, launching the campaign, focuses on Rutland County as a mountain biking destination. It shows twenty and thirty-somethings enjoying lift service biking at Killington, new trails in nearby Pittsfield and Rutland’s vast biking trail network in Pine Hill Park. Then it shows everyone piling into cars and heading to cafes and restaurants in downtown Rutland.
Lyle Jepson, Executive Director of the Rutland Economic Development Corporation, one of several sponsors of the campaign, says the video kicks off a 10-year effort to leverage the internet and social media to tout the assets of the entire region, all 27 communities.
“Whether it’s slate valley trails in the Poultney-Fair Haven area, or it’s an 18 hole, disc golf course in Pittsford. We have lots of outdoor adventure opportunities for people to participate in,” says Jepson, « but we haven’t done a very good job of getting the word out. »
Besides the video, a new website provides maps and more detailed information on mountain biking in the region. Jepson says the next video and website will showcase area hiking.
Brattleboro marketing firm, Mondo Mediaworks, has been retained to help drive the regional marketing campaign and is now in process of developing creative elements that will continue the effort.
Jepson, who is also Dean of Entrepreneurial Programs at Castleton University, says the campaign has big goals. First and foremost to turn around the region’s population decline by encouraging folks who visit to come here to live and work. There are jobs, says Jepson, it’s just a matter of getting word out.
As marketers are seeking to create a deeper connection between brands and their consumers, they need better ways to understand the impact of their campaigns. Video marketing is the hottest thing out there right now. While you probably already know what a good video and brand pulsing can do for comprehension and engagement, there’s a huge issue when it comes to figuring out what video actually does to improve that connection.
Illustration by Propoint designer Ryan D.
That’s Where Brand Lift Comes Into Play
What is brand lift anyway? According to Nielsen’s Vizu, brand lift is a percentage increase in the primary marketing objective of a campaign. Basically, you have to figure out how opinions changed by isolating your preferred metric before, during, and after your campaign.
It sounds simple enough, right?
Then Why Is Brand Lift So Hard To Measure?
Well, most of the time, those metrics are exactly the problem. A lot of metrics intended for ad search campaigns are pretty much irrelevant when it comes to sizing your brand up.
« While clicks are useful for direct response objectives, brand marketers need to gauge more subtle metrics…at this point clicks are relevant mainly for online retailers. » – David Hallerman, for Vizu
It turns out measuring your brand’s performance isn’t as concrete as the definition makes it sound. All is fine and dandy until it comes to connecting these campaigns with results. And while intuition is great in its own right, it’s nothing to base the success of your campaign off of. But, there are some tools and goals you can keep in mind that will make your metrics feel a lot less like fluff.
You can measure brand lift by monitoring the performance of your creative, media frequency, and audience segments. Adjusting these three factors in real time can have a huge impact on how your ads impact perceptions and behaviors. And once you have that impact pinpointed, you’ll be able to spot its ripple effect as you look at metrics like ad recall, purchase intent, and even brand awareness.
Finding The Right Metrics
The benefits of video marketing don’t all come across in your media plan. If you want to identify a positive shift in customer awareness in perception, you’ll have to take a look at awareness, attitude, recall, favorability, and intent to see if interactions with your brand somehow changed because of your campaign.
So how do you figure out if your video marketing campaign is actually working? Primary research is everything. It’s important that you keep your ear to the ground and keep track of buzz and hear what people are saying through some combination of social listening, surveys, interviews, and focus groups. At this point, you’re trying to gauge aided and unaided awareness and any inherent preferences before and after your campaign….and trust me, this is all much more approachable than it may sound.
The Tools For The Job
When it comes to tracking what your campaign is doing for your brand, you have a couple of fairly popular options.
The way that people go about buying cars is shifting. Consumers no longer walk into the showroom and leave it up to the salesman to give them the details. With so many online tools available, buyers are taking things into their own hands.
A 2016 report from the Harvard Business Review notes, “The average U.S. car shopper now spends 11 hours online and only 3.5 hours offline, including trips to dealers, doing research.” Even more telling, 53% of buyers would consider buying a new car online, with no dealership or salesman interaction at all.
As a result of this changing landscape, dealerships must adapt. Although we can’t give buyers everything ahead of time, we can give them the information they need and get them excited about purchasing a car. That’s where video comes in.
Video can be a great way to target potential buyers and, more importantly, it can take the showroom beyond the dealership and directly to the consumer. Let’s take a look at how.
Keep focus on the key features
According to a study in Automotive News, 52% of auto enthusiasts watch videos to evaluate vehicle performance, and 42% of shoppers search inventory on a dealership website as a result of watching online video.
The takeaway? Video works when done right.
Video provides dealers an opportunity to immerse the consumer in all aspects of the vehicle—whether it’s the interior features, the various exterior options, or footage of safety tests, consumers can see things that matter to them without having to go to the dealership.
Another benefit of video is that it’s flexible. Full-length videos can be trimmed in order to feature the most important parts of the video, fit a specific marketing channel, or target a key demographic.
For example, a video focused on safety would appeal most to mothers, while a video touting the vehicle’s horsepower may be more applicable to auto enthusiasts and young adults.
Different features are important to different buyers, and video allows dealers to show the right features to the right buyer using sight, sound, and motion.
Bring the vehicle to the consumer
Video can make the buying process both easier and more immersive for consumers, even when they aren’t in the dealership.
How? The introduction of virtual test drives has permanently altered the process of buying a car.
Dealerships are now able to give drivers a feel for a car and its features without them ever having to step foot in the vehicle. Additionally, virtual tours help give buyers a 360-degree view.
While on the path to purchase, consumers can browse a variety of websites or social channels that will provide information and visual aids for the cars they are considering.
Instead of waiting for a salesperson’s assistance, consumers can take to their computer or mobile device and learn more about their purchase through explainer videos and information.
With virtual test drives and tours, consumers discover what build, features, and color they are looking for before stepping inside the dealership.
Use social media to spread your message
Social media is one branch of this growing tree. Users show their personality on social media, and tend to let their guard down when scrolling and absorbing the advertisements that appear on their screen.
Buying a car represents a major financial investment, and consumers have grown more comfortable coming to their own independent conclusions by researching on mobile.
According to research conducted by Facebook, 71% of consumers will take to their mobile device during the process of purchasing a car.
Furthermore, a report from Marketing Profs states that nearly thre-quarters of millennials say they are more influenced in their buying decisions by social media recommendations than TV ads.
Dealerships can use social media channels to showcase what the buyers want. These channels are able to target users with specific videos that are engineered to take advantage of the platform they appear on.
For example, YouTube is best suited for showcasing walk-arounds and vehicle previews, while Twitter is most effective when short videos are prioritized and pushed to the top of a targeted user’s feed.
Personalized videos are the precursor to personalized experiences that will stick with the user, and social channels are where they are most accessible.
The bottom line
The buyer journey no longer starts in the showroom. It starts at the consumer’s own pace, and it starts on the web. As a dealer, it’s your responsibility to stay with your consumers step by step.
Video marketing and everything that comes with it can make this process simpler. By taking your showroom digital, it becomes more accessible, flexible, and persuasive with the use of sight, sound, and motion.
In this day and age, those two qualities are priceless.
Erik Schear is an advertising veteran with over 20 years of sales experience. As Eyeview’s VP of sales for auto, travel, and new markets, Erik manages various components of Eyeview’s sales team nationwide and enables Eyeview’s partners to achieve ROI with their video advertising spend.
WASHINGTON — President Donald Trump’s persistent overtures toward Russia are placing him increasingly at odds with his national security and foreign policy advisers, who have long urged a more cautious approach to dealing with the foreign adversary.
The uneasy dynamic between the president and top aides has been exacerbated by the revelation this week of an extended dinner conversation between Trump and Russian President Vladimir Putin at the recent summit in Germany. The previously undisclosed conversation, which occurred a few hours after their official bilateral meeting, raised red flags with advisers already concerned by the president’s tendency to shun protocol and press ahead with outreach toward Russia, according to two U.S. officials and three top foreign officials.
The officials spoke only on condition of anonymity to discuss private conversations.
Deep divisions are increasingly apparent within the administration on the best way to approach Moscow in the midst of U.S. investigations into Russian meddling in the American presidential election. Trump has repeatedly cast doubt on the conclusion of U.S. intelligence agencies that the Russian government sought to tip the election in his favor and has dismissed investigations into the possibility of collusion between his campaign and Moscow as a “witch hunt.”
Meanwhile, he has pushed for cooperation between Moscow and Washington on various matters including the raging conflict in Syria.
But some top aides, including National Security Adviser Gen. H.R. McMaster, have been warning that Putin is not to be trusted. An intelligence officer-turned-politician, Putin is known for steering discussions in his own favor.
The three foreign officials who have spoken with top Trump advisers described a disconnect, or “mixed signals,” between Trump and his team over Russia, highlighting a lack of a clear policy. U.S. officials echoed that sentiment, with one saying diplomats and intelligence officials were “dumbfounded” by the president’s approach, particularly given the evidence of Russia’s election meddling.
McMaster expressed his disapproval of Trump’s course to foreign officials during the lead-up to his trip to Germany. The general specifically said he’d disagreed with Trump’s decision to hold an Oval Office meeting in May with top Russian diplomats and with the president’s general reluctance to speak out against Russian aggression in Europe, according to the three foreign officials.
McMaster and other national security aides also advised the president against holding an official bilateral meeting with Putin.
In a highly unusual move, McMaster did not attend the bilateral meeting with Putin. Only Trump, Secretary of State Rex Tillerson and a translator made up the U.S. side.
Meetings with such critical national security implications typically include a broader team, including the national security adviser and a regional specialist from the National Security Council — in this case, the head of the Russia directorate, a position recently filled by Russia expert Fiona Hill.
Foreign and U.S. officials said the Russians recommended that a note taker be present in the bare-bones official bilateral meeting. But Trump, who has repeatedly expressed concern over leaks, refused, instead relying on Tillerson to document the meeting. The session was scheduled for 30 minutes but stretched to more than two hours.
The White House did not respond to questions about Trump’s refusal to have a note taker for his meeting with Putin, or about whether McMaster communicated his concerns to the president.
The formalities and discipline of diplomacy have been a rough fit for Trump, whose reputation as a businessman was that of a freewheeling, impulsive dealmaker.
As for his dinnertime conversation with Putin, unofficial discussions between world leaders over dinner do not violate protocol. But it is unusual and can be risky for a president to speak directly to Putin without a U.S. translator president. He was forced to rely on Russia’s interpreter for the discussion, which reportedly went on for nearly an hour.
“The Russian interpreter probably interpreted very clearly, but the problem is there’s no record of the discussion on the American side,” said Steven Pifer, a former U.S. ambassador to Ukraine. It would have been wise for Trump to have his interpreter take notes so there would be a record, he said.
White House spokeswoman Sarah Huckabee Sanders was dismissive of the controversy surrounding the Trump-Putin dinner chat, blaming it on a “Russia fever” gripping the media.
She said other presidents, including Barack Obama, had similar informal conversations.
“To act as if this were some secret is absolutely absurd,” she said.
Trump addressed his earlier, official meeting with Putin in an interview with reporters last week onboard Air Force One. The president said that he repeatedly confronted Putin on reports of Russia’s election meddling — interference that Putin staunchly denies. But Trump would not say whether he believed Putin’s denials, as the Russian president claimed.
White House officials said the public may never know what was discussed between Putin and Trump over dinner. But advisers past and present said that characterizing any conversation with Putin as casual would be a mistake.
“There are no meaningless conversations between presidents,” said Jeffrey Edmonds, the NSC’s former Russia director.
“That’s what is so divergent here,” he said. “Relations have been at an all-time low because of Russian meddling in our elections and so it’s hard to see how a meeting with President Putin for an hour during dinner isn’t important.”
___
Associated Press writer Jon Lemire contributed to this report.
Copyright 2017 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
The president’s demands for more negotiations amounted to his fourth position in three days on the health care bill. He began the week supporting a Senate effort to overhaul the law, but when it became clear late Monday that Republicans would fall short of the votes for that measure, he abruptly declared that lawmakers should simply repeal the law and start from a “clean slate” on an effort to replace it — an approach he had previously ruled out.
Facing still more opposition for that strategy, he said on Tuesday that Republicans should “let Obamacare fail” and blame it on Democrats. But by nightfall, Mr. Trump was scheduling a lunch with Republicans at the White House, designed to pressure them to redouble their efforts to find agreement on a full-scale replacement, back where he started.
Mr. Trump usually steers clear of policy details and has grown impatient with the painstaking behind-the-scenes bargaining that has marked the health care negotiations. But he said on Wednesday that he was hopeful that the Senate would deliver a bill that he could sign.
“I think that we’re going to do O.K. — we’re going to see,” he said in an interview in the Oval Office, just after his lunch with senators in the State Dining Room.
How the Number of Uninsured Would Change
If Congress passes the Republican plan to repeal the Affordable Care Act without a replacement, 17 million more people would be uninsured in the first year, compared to what the number would be under the current health law.
Senate repeal plan
60 million
uninsured
Initial House bill
Final House bill
50
Initial Senate plan
40
Under the
Affordable
Care Act
30
2018
20
10
2017
2026
Senate repeal plan
60 million
uninsured
Initial House bill
Final House bill
50
Initial Senate plan
40
30
Under the
Affordable
Care Act
2018
20
10
2017
2026
He was blunt about the obstacles and the difficulty of the negotiations.
“It is a very narrow path winding this way,” Mr. Trump said. “You think you have it, and then you lose four on the other side because you gave” concessions to another faction of senators.
“It is a brutal process,” he added. Mr. Trump conceded that the very nature of what he had promised to do — eliminate Mr. Obama’s health care program, which serves millions of Americans — made the effort an uphill slog.
“Once you get something, it’s awfully tough to take it away,” Mr. Trump said.
There is still little evidence that returning to the negotiating table on a replacement will win over the four Republicans who have declared their opposition.
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The health care bill drafted by Senator Mitch McConnell of Kentucky, the majority leader, would repeal major provisions of the Affordable Care Act, including penalties for people who go without health insurance; make deep cuts in projected Medicaid spending; and establish a new system of subsidies to help people buy private insurance.
The measure has faced resistance both from conservatives concerned that it did not go far enough in eliminating the current law and from moderates who feared it would lead to losses in insurance coverage, stingier plans and higher health costs.
Mr. Trump dispatched administration officials to Capitol Hill on Wednesday night to lobby wavering Republicans who have not yet pledged to support the measure, some of whom have publicly aired their reservations. Mr. McConnell said the goal was to get them to agree to vote next week on a procedural motion simply to open debate on the bill, but the final language of that measure had not yet been determined.
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“There’s no way that I, or anybody else, could prevent members from having amendments that any 51 of us can pass and change the bill,” Mr. McConnell said. “But we cannot have a debate until we get on the bill.”
The Trump administration also offered the insurance industry an olive branch, approving the payment of a month’s worth of subsidies to insurers that help poor customers with out-of-pocket health care expenses.
The president has never been completely engaged with the health care repeal-and-replace efforts. He was largely absent from House attempts to craft a bill earlier this year, weighing in at the end when the effort appeared on the verge of collapse to issue an ultimatum.
Then, too, he initially reacted with angry resignation to the failure by House Republicans to reach consensus — “It’s enough, already,” he said after leaders scrapped a vote because they could not muster a majority for the measure — only to change course later, urging lawmakers to strike a compromise, and celebrating lavishly in the Rose Garden when they did.
He has occasionally cajoled members of Congress, primarily through his Twitter feed, but he has seemed hesitant at best. White House advisers have been divided on how involved he should be, leaving Mr. Trump to weigh in sporadically. And his impulse has been to keep members of Congress at an arm’s length, reverting to blaming and threatening them when it appears they are not bowing to his preferences — and even privately criticizing their work product, as he did when he called the House-passed bill “mean.”
“I think it’ll be very bad for them” if they don’t support the health bill, Mr. Trump said of lawmakers in the interview on Wednesday.
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At lunch, Mr. Trump used a combination of humor and thinly veiled threats to pressure senators to do what he was asking.
“Look, he wants to remain a senator, doesn’t he?” Mr. Trump said of Senator Dean Heller, a Nevada Republican who was seated beside him and who has been outspoken about his concerns with the proposal. “I think the people of your state, which I know very well, I think they’re going to appreciate what you hopefully will do.”
In private, Mr. Trump was sharper, according to a person briefed on the closed-door lunch, telling Mr. Heller that if he opposed the health care effort, he would lose the Republican nomination for his Senate seat, which would bar him from seeking re-election next year. The person spoke on condition of anonymity because the discussion was private.
Mr. Trump also alluded to two Republicans, Jerry Moran of Kansas and Mike Lee of Utah, who had come out against the measure Monday night, saying he had been “surprised” because the senators were “my friends.”
“My friends — they really were and are,” he said. “They might not be very much longer, but that’s O.K.”
Senator Bill Cassidy, Republican of Louisiana, said Mr. Trump was “trying to add momentum back to a process” that had stalled.
“We’ll see,” he said. “I like to think that we walked out with a sense of momentum.”
At the White House, senators said, they discussed a proposal added to the Senate bill at the request of Senator Ted Cruz, Republican of Texas, that would allow insurers to sell policies that violate the Affordable Care Act if they also sell policies that comply with the benefit mandates and other requirements of the law.
A study by the Department of Health and Human Services, cited by Mr. Trump, said the proposal would increase enrollment and reduce premiums in the individual insurance market. But those figures are at odds with projections by insurance actuaries outside the government, who have called Mr. Cruz’s proposal unworkable and warned it would lead to higher premiums and terminations of coverage.
Facebook has commenced its first global B2B campaign focused on growth marketing. The goal of the campaign is to help performance marketers evolve their growth strategies on Facebook, to best meet the demands and expectations of consumers in a mobile-first world, according to a release from the company.
In the US, a 30-day ad campaign will mark the launch of the global campaign, dubbed ‘Discover Growth’. Ads, which include short video and gifs as well as a number of print ads to be used offline, will be aimed at direct response marketers and traditional brands looking to drive growth on Facebook.
The on-platform portion of the campaign will deliver one ad per day on Facebook, Instagram and the Audience Network with relevant direct response data and insights. Ads will be a mix of video lead and links ads, where marketers can choose to sign up to learn more or click through to the campaign landing page going live today (July 19).
“People are spending more time and consuming more information on mobile than ever before, and it has changed the way people discover, engage with and purchase from a business,” said Michelle Klein, North America marketing director for Facebook.
“As a result, there is no longer a ‘moment of truth’ in the customer journey. The purchase cycle has been completely turned on its head and ‘the moment’ happens at any point in time. That’s why Facebook is launching the ‘Discover Growth’ campaign – to help marketers and agencies tap into these shifts in consumer behavior to grow their business – particularly as they prepare for the busiest retail period of the year this coming holiday season.”
The ads each use the data they have collected from Facebook users to create witty statements including: “There are 50 million coffee addicts on Facebook. Get more people buzzing for any brand. Your new customers are waiting. Find them on Facebook.”
Marketers that sign up via a lead ad to learn more will receive four weeks of direct mailings from Facebook, with more information about how they can find new customers on the platform.
At the end of the 30 days, marketers who engaged with the campaign will be served a Collections ad on Facebook, with the ability to ‘shop’ for a complimentary gift.
RUTLAND, Vt. (AP) – Sponsors of a $200,000 marketing initiative hope to entice professionals working in cities like New York and Boston to visit and eventually live there.
The initiative rebrands Rutland County as the Killington Valley and a new video highlights the region as a mountain biking destination. WVPS-FM reports (http://bit.ly/2tqp37a ) the video is the beginning of a 10-year, online effort to tout the assets of Rutland County.
Lyle Jepson, a sponsor of the initiative, says there are a number of outdoor adventure opportunities for visitors. Jepson says a major goal of the campaign is to eventually turn around the region’s population decline by encouraging visitors to live and work in Rutland County.
Generation Z is currently the youngest generation — those born during or after 1995. They are the first generation to have been born when the personal computer, cell phone and internet were ubiquitous. In short, they are the first truly digitally immersed generation.
At present, Gen Z appears to be enamored with Instagram. According to findings published in The Drum, 88% of Gen Z regularly uses Instagram. Marketers who rely on Instagram to create brand awareness and drive meaningful business outcomes should be aware that there are a few unique characteristics common to Gen Z. This article will walk readers through how to go about marketing to Gen Z on Instagram.
1. Interview Gen Z Customers To Create A Persona
As with any demographic, marketers should first create a buying persona that helps everyone at the company to better understand the target customer. If Gen Z is indeed a target customer, then it makes sense for the marketing team to interview Gen Z customers and prospects to understand their demographic and psychographic makeup.
While there are many different methods that can be used to create a marketing persona, there are a few important things all marketers should understand. First, it can be helpful to know what Gen Z customers are interested in when they’re shopping for a product or service similar to the brand you represent. What influences their decision making? When are they typically interested in purchasing a product or service? What are their expectations of the buying process?
Second, marketers should understand how Gen Z customers like to consume information. Are members of Gen Z using Instagram to discover new products, or are they using Instagram to research products they have already discovered via other channels (or both)?
Finally, marketers should understand if the answers to the questions above vary in different segments of the Gen Z population. Are the differences geographic, demographic or to do with other factors?
2. Use Instagram Stories
According to a survey referenced in Social Media Week, 78% of respondents said they use Snapchat at least once a day. Furthermore, 88% of respondents said they use Snapchat to keep in touch with friends. But what does Snapchat have to do with Instagram?
Instagram Stories is a feature derived from the mechanics of Snapchat. That means that Gen Z Instagram users are likely using Instagram Stories, since it resembles how they use Snapchat. For brands interested in connecting with Gen Z customers or prospects, using Instagram Stories can be a great way to connect.
3. Experiment With Instagram Video
A report from Defy Media suggests that 50% of Gen Z respondents could not live without YouTube. These findings make contextual sense given the rise of popular YouTubers who appeal specifically to Gen Z. For brands interested in marketing to Gen Z on Instagram, it therefore makes sense to consider creating video content. For example, brands like GoPro (a favorite among Gen Z) share a considerable amount of video content.
GoPro
GoPro engages Generation Z with video content.
Note that the subject of the GoPro video above is a Gen Zer. This helps the GoPro brand to better engage one of their target demographics.
4. Invest In Instagram Analytics
Without understanding how Instagram content is performing, it will be difficult for Instagram marketers to know if the channel is performing well. While Instagram offers some analytics features out of the box, there are a number of third-party Instagram Analytics platforms that can be helpful when trying to reach out to Gen Z.
Some tools have the ability to find the ideal time to post given the makeup of Instagram followers. Others have the ability to track how content performs, making it easy for marketers to understand what does and does not resonate with a specific audience.
Investing in an Instagram analytics tool will help marketing teams create content that truly resonates with Gen Z followers.
5. Collaborate With Gen Z Influencers
Findings referenced in Axios highlight just how different Gen Z influencers are from the celebrities popular with other generations. Well-known influencers include Amandla Stenberg (made famous by her appearance in The Hunger Games) and Shawn Mendes (a popular YouTube singer). Finding an influencer who has a bona fide Gen Z audience can help brands connect with an otherwise hard-to-reach demographic.
Videos are a tool that many marketers count among the most effective in their arsenal. But, there are certain rules that need to be followed to drive engagement.
One of those rules is that shorter, sharper bursts of video content tend to be more effective than longer ones.
But a new study by video marketing automation platform TwentyThree has unearthed some interesting findings about how people consume video content. Perhaps the main takeaway is that when it comes to video, shorter is not always best.
TwentyThree’s data comes from 300 marketing teams, 1.5 million videos, 1.7 billion impressions and 650 million video plays.
Main findings
While 80% of the videos produced for, and shared on, social media are under 5 minutes, they account for less than a third of video engagement.
It is in fact, longer pieces of video content that have a higher rate of engagement. Videos longer than 15 minutes accounted for 50% of all the engagement recorded, but are only 8% of all the video content produced.
You could put this down to longer videos giving people more time to engage, which would seem to show that tracking video success is about much more than the number of impressions. But, the data also indicates the platform the content is viewed on has an impact.
When it comes to owned media, 66% of people watch an average of 03:56 minutes of video. This compares to 23% of people watching videos with an average length of 00:58, and 14% watching videos of an average length of 00:20 on Facebook.
The success of owned media video content continues into email marketing. The study found that click-through rates increase by 62% when a video is placed in the thumbnail of the email campaign.
Another interesting finding that the data threw up is that it appears that the majority of live video conversions occur prior to the stream even beginning. 79% of conversions occur before the live stream begins, compare to 59% before in-player videos.
The lessons seem to be that marketers focus should be on creating meaningful engagements rather than trying to simply thrust content in front of the faces of as many people as possible. Also, the need for different approaches and expectations for different channels. Social media maybe a place to catch attention and pique interest, but owned media is the place to go into detail and really drive engagement.
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» Using AI to license content directly from social media
» Is 360-degree and VR video the future of marketing?
» Why brands should avoid the VR bandwagon
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