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YouTube’s cross-platform takeover is putting pressure on creators
When the first YouTube video was uploaded in 2005, the only way to watch it was on a desktop computer.Now, 20 years later, YouTube has moved on to other screens. It’s the No. 1 streaming service on connected TVs (CTV), and in a recent blog post, CEO Neal Mohan called YouTube “the new television.” Even older folks are in on…
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Inside Snapchat’s plan to court—and grow—the next generation of creators
There’s a lot of chatter about TikTokers and Instagrammers these days, but not as much about Snapchatters. Jim Shepherd, director of global content partnerships at Snapchat’s parent company, Snap Inc., is working to change that.Shepherd’s job is largely to recruit creators to Snapchat, pitching them on features like the platform’s…
NBA team sponsorship revenue nearly doubled in past five years: report
The NBA is reaching new heights. And no, we don’t just mean the stature of the athletes.Team sponsorship revenue across the league has almost doubled over the past five seasons, fueled by record number of deals for a rookie, new jersey-patch sponsors, and an influx of hundreds of new brands…
Amazon soups up its GenAI video generator
Amazon Ads rolled out a beta version of its AI-powered video generator in September. Now, ahead of the Cannes Lions International Festival of Creativity next week, the company is rolling out a more advanced version of the tool.This updated video generator is designed to create high-motion, realistic video, as opposed…
How a Brooklyn soccer team is building its brand starting at home
Last year, New York welcomed a new women’s pro soccer team in Brooklyn FC, which just wrapped up its inaugural season competing in the USL Super League.The league, which is officially called the Gainbridge Super League following an April naming rights deal with the insurance company, sits at the top…
ESPN kicks off push to promote DTC service during NBA Finals
You won’t see the New York Knicks or the Minnesota Timberwolves in the NBA Finals this year, but you will see ESPN’s new DTC streaming service.During Game 1 on Thursday night, the Disney-owned company is airing its first ad teasing the new product, which will be called, simply, ESPN. The…
Oura goes for the impossible for its first film franchise partnership
The girlies are all in on Oura rings. Now, the wellness-tracking wearables brand is hoping Tom Cruise can help get the boys on board, too.Ahead of Mission Impossible —The Final Reckoning’s Memorial Day weekend premiere, the fitness tech brand ran an adrenaline-filled campaign featuring exclusive stunt footage from the film…
Netflix patent could automate content-clipping as streamer aims to boost discoverability
Automated clips and trailers powering content recommendation on a streaming service? Stranger things have happened.Netflix has received a patent for technology that automatically extracts “compelling portions” of shows and movies and collates clips designed to encourage viewers to check out more programming, according to a patent published by the United…
There’s no place that Spam would rather be than in a campaign with ‘Lilo & Stitch’
Ohana means family, and family means Spam.The canned-meat product has long had a place on Hawaiian families’ dinner tables, and when the brand got the opportunity to partner with Disney on the recent live-action remake of Lilo & Stitch, a beloved tale of a Hawaiian girl and her adopted pet…
How do you promote a more affordable EV? With guerrilla-style marketing
The growth in the US electric vehicle market may be slowing, but that isn’t stopping Slate Auto, a startup backed by investors including LA Dodgers controlling owner Mark Walter and Jeff Bezos, from coming out strong.Marketing Brew chatted with Slate’s head of brand and marketing, Ben Whitla, about the company’s…
With sports sponsorships, Gainbridge wants to give as much as it gets
Gainbridge is ensuring its place in the women’s sports ecosystem.The Indiana-based financial services and insurance company was among the brands to sponsor Caitlin Clark when she was still in college, and it holds the naming rights to the Indiana Fever’s home arena, Gainbridge Fieldhouse (where the NBA Finals–bound Pacers also…
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In a declining economy, startups face an uphill battle when it comes to securing funding.…
I Asked AI to Create a Plan for a Fake Company — The Results Blew Me Away, But Not in the Way You Might Think
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Startups face numerous challenges on their journey to success, and failing to overcome any one…