YouTube Originals will now be available for free for all viewers and will be supported by ads and YouTube Premium subscribers will be able to view the content ad-free. YouTube will also be using an algorithm to recommend videos for Premium subscribers.
Hulu's latest spot in its "Hulu Sellouts" campaign from Big Family Table stars running back Todd Gurley of the Los Angeles Rams touting the streaming service's live sports with the help of a cat influencer. The ad shows Gurley revealing that he's not being paid, but says that the cat, named Mr. Hulu Has Live Sports, is making big bucks.
Walmart and BuzzFeed's Tasty have extended their partnership to enable Tasty app users watching recipe videos to add the ingredients directly to their Walmart online cart. The shoppable feature also lets users choose items based on brand, price, dietary needs or quantity.
Charter Communications is making a splash in its southern California systems with its 9-month-old Spectrum News 1 channel, Knight-Cronkite News Lab reports. The cable company believes the channel, which recruits staff based on local knowledge rather than TV experience and shuns both car chases and granular traffic reports, will help differentiate it from streaming services.
Starz will launch "Heels," an eight-episode hour-long wrestling drama starring Stephen Amell, previously the lead in The CW's "Arrow". Amell's character plays the villain in the ring of a family-run wrestling operation in Georgia.
Eleven's new campaign for Volkswagen Group of America subsidiary Electrify America includes a spot that shows footage of a news anchor from the 1990s discussing the merits of email versus "snail mail" before copy appears on screen saying, "Email seemed weird at first, too." The push is designed to show that electric vehicles are now part of the mainstream and features ads and GIFs on social and digital, as well as spots across streaming TV, audio and podcasts.
Dan Moyle breaks down the design costs of building or redesigning a website, noting that strategy is key and there are many options for how customized the design can be. Look for a design company that asks questions about needs and expectations and expect to pay for their services, he writes.
There are key steps to perform before a website debuts, and Sarah Millard offers a 12-point checklist to ensure a site is ready for the public. She recommends cross-browser testing, proofreading all content, form tests, checking for unique title tags and descriptions on each page, plug-ins to optimize page speed and an XML sitemap, among other tips.
Taylor Swift has a strong social media presence, as well as an ability to "create a news cycle" and "to stay relevant and [amplify] her brand," writes Lisa Arledge Powell. She suggests PR pros can learn from the star's marketing and outreach and should follow three "TaylorNation" tactics, including taking advantage of earned media opportunities and forming brand partnerships that can help grow an audience.
Marketers of the future will need to be adept at outstanding storytelling and serve it in ways and places where consumers are, says David Fischer, Facebook's vice president of advertising, who pointed to short-form video as an example. Fischer says marketers will need to have a better understanding of augmented and virtual reality and new platforms, and for partners leery of change, he says, "if you think change is hard then try irrelevance."
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