ICYMI: This Week In Social Media And Marketing

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ICYMI: This Week In Social Media And Marketing

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Each week, Synthesio grabs the top social media and marketing stories. This week’s highlights are in! Take a look at what Synthesio thought was noteworthy news:

 

Time Inc Acquires Viant, Owner Of Myspace And A Vast Ad Tech Network via TechCrunch

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It looks like Myspace is becoming a big-media property once again. Today during its quarterly earnings report, Time Inc announced that it has acquired Viant, a profitable company that has built a large ad tech business, but also owns other properties, including once-hot social networking site Myspace. Terms of the deal are not being disclosed. As part of it, Time Inc will become a majority owner of Viant, with the Vanderhook family, which founded Viant, retaining a minority stake (percentages undisclosed). A spokesperson for Viant tells us that Time Inc. intends to keep all of Viant and run it as an independent business. The company also includes, in addition to MySpace and the Advertising Cloud product, Vindico, Specific Media and Xumo. “It’s business as usual,” he said.

 

What You Need To Know About Twitter’s New Timeline via Refinery29

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Twitter made a major change this week. Instead of displaying tweets in reverse chronological order, with the most recent tweets on top of your feed, Twitter will first show you tweets it thinks you’ll find most relevant. Here’s how it will work. When you open Twitter after being away for a while (either in the mobile app or on the desktop), at the top of your feed, Twitter will show tweets “you’re most likely to care about.” These tweets will still be relatively recent, and in reverse chronological order. Below that, you’ll get your normal feed.

 

Vine Update Adds Ability to Edit Published Posts via Breitbart News Network

Popular video-based social network Vine released an update on Tuesday featuring the ability to edit posts that have already been published. A child company of troubled social network Twitter, Vine allows users to make short looped videos and share them with their followers. Unlike Twitter, users of the Android version of the app can now edit their video captions after publication without having to delete and remake the post. Prominent Vine users have praised the update, with one stating that the “feature is long overdue,” demonstrating that unlike its parent platform Twitter, the service seems to be listening to its userbase.

 

Retail Most Popular Outstream Mobile Video Category In Q4 via MediaPost

In Q4 2015, retail, tech, consumer packaged goods (CPG) and automotive were the leading outstream mobile video categories, according to Positive Mobile. Outstream mobile video ads are ads that play outside of video content and act more like native in-feed videos– for example, between paragraphs of an article. With the holiday season behind us, it’s probably a no brainer that media buyers focused on retail at the end of the year. However, several categories that were expected to do well didn’t perform up to expectations.

 

Derek Zoolander Spoofs ‘The More You Know’ PSAs for NBCUniversal via Adweek

 

Zoolander 2 might not be much of a movie—the upcoming Ben Stiller comedy has been “critically savaged”—but the movie’s marketing campaign has been epic. In its latest masterstroke, Paramount Pictures has teamed up with NBCUniversal for a multiplatform, cross-portfolio series of PSAs parodying NBC’s “The More You Know” campaign. In the series of spots, called “The Outside Matters,” Stiller’s male model character Derek Zoolander will tackle society’s most serious issues, like the importance of outer beauty. Stiller stars as Zoolander in all of the spots, which will air on NBC, Bravo, E!, USA and Telemundo, as well as the networks’ digital and social platforms. The videos, which were created by Paramount and NBCU’s in-house Content Innovation Agency (CIA), will be tailored for each network’s audience.

 

Marketing feats and fumbles from Super Bowl 50 via PR Week

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After manning — no pun intended! – PRWeek’s Twitter account during Super Bowl 50, Frank Washkuch picks the ads that made his night, as well as readers’ favorites. There were some fumbles during Super Bowl 50, and I mean beyond the six turnovers committed by the Denver Broncos and Carolina Panthers on the field. As is the case every year, some brands tried to be funny and fell flatter than the Panthers’ offense. Others struck the wrong tone. Some were actually funny. And others ambitiously tried to appeal to people’s better nature and hit their marks. Let’s start with them.

 

Interested in sharing a story for next week’s roundup? Tell us in the comments section below!



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