content marketing

Content Marketing Needs Better Metrics, Rigorous Distribution, MEC’S LaVecchia

Content marketing is on the cusp of breaking through, and needs a few best practices in place to become a powerful marketing tactic, says  Gian LaVecchia, Managing Partner, Digital Content Marketing at MEC, in an interview with Beet.TV. Linking strong storytelling, with metrics and distribution is vital, he says. “If…

The Six-Second Video Offers New Opportunities, MEC Exec Says

The six-second canvas represents a new opportunity for video content marketing as a means to to drive business response, says  Gian LaVecchia, Managing Partner, Digital Content Marketing at MEC, in an interview with Beet.TV. Vine is pushing creators to think through a new lens and tell stories in a compact way,…

Millennials Are Cool With Brands Changing All The Time: Initiative/IPG Study

Brands need to mimic the characteristics of millennial-age consumers to curry their favor, according to research, The Reset Generation, conducted by media agency IPG’s Initiative group. “Their expectations of brands are what they think people expect of them,” says Initiative’s US chief strategy officer Sarah Power. “They’re comfortable with brands…

Content Has Elevated Itself Above Advertising: MediaCom’s Morris

CANNES, France — Advertising is no longer the only game in town for brands who want to reach audiences, says a media planning agency exec. “The reason content is now so topical is, brands are increasingly looking for much more ROI,” MediaCom’s global MBA head James Morris tells Beet.TV. “Content…

Tumblr Helps Yahoo Advertisers Tell Their Story

CANNES  – Yahoo’s acquisition of Tumblr a year ago was all about helping brands go beyond conventional display ad formats. And now Yahoo has started promoting Tumblr content marketing slots across its network. “The traditional inventory … haven’t really provided marketers the environment to tell a rich, engaging, robust story,”…

SMG Planning Content@Scale International Expansion

LONDON — In January, Starcom MediaVest Group (SMG) announced it would re-use some US publishers’ “evergreen” articles to tell marketers’ stories. Now it is about to ope the program, Content@Scale, elsewhere in the world. “We’ve rolled it out in the US and will roll it out in 2014 in many…

Viacom’s Spina Wants Unified Social Data Measurements

A single currency for measuring the impact of social interactions with brands would help eliminate confusion in the marketplace, says Viacom Media Networks’ integrated marketing EVP. “There’s a collection of third-party data reporters in addition to first party,” Dario Spina tells Beet.TV. “There’s a lot of confusion on … the…

Digitas’ Shlachter: Good Branded Video Is Hard To Do

With an apparent shortage of premium video inventory against which to advertise, some marketers are taking to producing their own content to get their messages across. But what’s the right recipe for branded video success? “No matter what … it’s got to be clear, consistent,” says Digitas’ north America media…

New York Times Plans Branded Content In Video

VIEQUES, PR — The New York Times’ recent website redesign introduced sponsored articles from brands like Dell. Next up, the paper plans to let marketers reach viewers of its video content. “A brand could sponsor one of our bigger editorial offerings – Dealbook or Bits, 36 Hours, Corner Office,” says…