Pinterest partners with Condé Nast to create exclusive video content
Pinterest has recently announced a global content partnership with one of their longest-standing publishers, Condé Nast. This partnership will see Vogue and Architectural Digest produce over 160 exclusive videos for the platform.
The content will be focusing on certain key areas that align with Pinterest’s main seasonal events such as 'Fashion Month' in February – a series of original episodes from Vogue with all the best bits from the fashion weeks of New York, London, Milan and Paris debuting this month. Later in the year, Architectural Digest will explore how to create the perfect backyard space for summer and also on the concept of “small living”.
Why is this important?
Video has already been a successful venture for Pinterest with the new Idea Pins allowing the platform to serve more than a billion video views a day. Users also say that video content is more likely to influence the actions they take.
We have seen their previous partnerships work well – one example is their partnership with Tastemade to scale creators, content series and live streaming on the app. With this context we can see that this partnership with Condé Nast could be a big win for Pinterest in driving engagement. This could also be beneficial for brands that are looking to tie into the same trends, since more interested users are spending more time on the platform. Read more.
Audio Advertising will rival visual advertising in 2023
Digital audio and ad spend increased by over 50% last year and 2023 looks to be another year of growth for this channel, even set to rival visual advertising channels such as Display. In order for audio advertisers to increase opportunity for growth, they will need to increase measurement and attribution to match their visual advertising counterparts.
Why is this important?
Spotify is leading the space for audio advertising, opting to serve ads on podcasts even for consumers who have a paid subscription. This makes the channel an exciting prospect for our clients as whilst these listeners may be unreachable via music streaming advertising on Spotify, the fact they have a paid membership suggests they are a high-value audience. Therefore, this makes podcast advertising a viable channel for reaching a premium audience at scale. Read more.
BARB gives subscribers direct access to viewing data with plans to expand the API
BARB has launched a solution to give subscribers more flexibility in accessing and integrating viewing data. The UK TV audience measurement company’s Application Programming Interface (API) includes daily linear viewing data on programme audiences, advertising spots, and impacts by time segments.
BARB plans to expand the API throughout 2023 to include more data such as viewing on PCs, tablets, and smartphones, and non-linear viewing on BVOD, AVOD and video-sharing services.
Why is this important?
Expanding API provides an increase in being able to access valuable data across different media platforms. This can be used to support the planning and buying of advertising campaigns, as well as to assess outcomes of campaigns. Read more.
Campaign of the Week: Princess of Wales launches animated awareness campaign – “Shaping Us”
The Princess of Wales and Royal Foundation Centre for Early Childhood have released a 90-second claymation to spotlight the importance of child development. “
Shaping Us: Layla’s Story” follows the young life of Layla from a newborn up to the age of five, depicting how her brain develops throughout these pivotal early years. The animation shows Layla engaging in a variety of activities and as she does so her head fills with sparks of colour to indicate her stages of development.
This campaign was inspired by recent research which found that one in three adults were reported to know little or nothing about early childhood development. The film will appear on Piccadilly Lights at Piccadilly Circus and be screened in cinemas across the UK from 3rd February.
