AOL wants marketers to help build its next ad formats. At CES today, the Verizon-owned company is launching a new initiative called BrandBuilder that includes two new types of ads.
Back in September, Pandora started selling a subscription service called Pandora Plus. As part of the new feature, the music streaming company also added a new advertising format to its ad-supported business that lets brands pay to spons
The perfect gift depends on the recipient. It's a simple truth that eBay is smartly playing up in its new holiday campaign. A 30-second centerpiece spot, titled "The Giver," focuses on the range of personalized items available via the online marketplace. The camera opens on a shipping box, waiting on a doorstep.
Are branded podcasts the new branded blogs? Ten years ago, marketers rushed to create blogs in hopes the emerging medium would offer a new, more personal way to tell their stories, but marketers quickly figured out that building a loyal audience was hard—especially if your brand didn't have anything particularly interesting to say.
Imgur, a social platform for images and GIFs with 150 million monthly users, is announcing an ad product that doesn't have the most original name but seems to have intriguing potential.
Over the past few years, it's become increasingly hard for social marketers to pick which sites and platforms are worth their time and investment and which ones are passing fads (R.I.P. Peach and Yo). For eBay, its social strategy spans 16 social networks and includes the usual mix of big platforms including Facebook, Snapchat, Instagram, YouTube and Pinterest. But the brand is also putting big money and resources behind smaller, niche sites such as Imgur, We Heart It, Tango and Reddit that target specific audiences. "The ecosystem is fragmented," said Llibert Argerich, global director of social and content at eBay. "There are more and more platforms that cater to more and more specific audiences. Those platforms are fragmented, but they're still very big." Photo-based Imgur, for instance, is geared towards geeky millennial guys and pulls in more than 150 million monthly active users. Meanwhile, female-focused social platform We Heart It hones in on women interested in fashion and lifestyle content, and has more than 40 million users. "I didn't know Imgur 18 months ago," Argerich said. Then in July 2015, eBay ran one of the first promoted posts on Imgur, an online community notoriously averse to advertising. The ad promoted drones and explained the differences between the different types. It generated more than 800 comments. Surprisingly, users weren't turned off from the ads. "We started getting people saying, 'Wow. It's amazing. I want to work at the marketing department for eBay, doing posts for Imgur,'" Argerich said. So, the brand created a follow-up campaign to show users what it's like to be a marketer at eBay. The brand dressed up content creators in costumes that Imgur users could buy.
Just six months ago, Reddit—whose famous slogan is "The front page of the internet"—was a dangerous place for marketers because of its reputation as a pool of trolling and harassment.
Goodby, Silverstein & Partners just released one of the most playful, infectious and eye-catching ad campaigns of the year—five online spots for eBay that cleverly combine music and design to show off the vast array of merchandise on the site.