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Activision Blizzard Plans to Structure Major League Gaming More Like Traditional Sports MLG's NewFronts event focused on reach for global brands By Marty Swant Pitching itself as the "first global sport," Activision Blizzard's Major League Gaming is hoping to making esports more mainstream in a way that's easier for global brands to grasp. According to Major League Gaming CEO Pete Vlastelica, the company is working on transforming the "organic, bottom-up, untended kind of ecosystem" into something structured more like...
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This Health Website Is Charging Advertisers Up to $4 Per Video View HealthiNation is focused on targeted content By Christopher Heine HealthiNation only has around 1 million monthly users for its proprietary web properties, but its other numbers would more than likely impress folks from the digital advertising world. For instance, via content distribution partner CNN, the New York-based web publisher claims to regularly reach 25 million viewers. What's more, pharmaceutical advertisers, according to HealthiNation CEO...
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5 Metrics That Helped Snapchat Change the Narrative About Its Lack of Data Just a year ago, advertisers were outspoken on lack of data By Lauren Johnson This week, mobile agency Fetch will run its first Snapchat campaign for an entertainment brand using the messaging app's granular, interest-level targeting that serves ads to people based on what types of videos they have watched. Such sophisticated targeting wasn't available to marketers a year ago and reflects the mobile-messaging company's aggressive moves into the...
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Instagram Launches Campaign to Promote Mental Health Awareness #HereForYou helps users find resources and support By Marty Swant Social media is sometimes criticized as a platform that breeds unhealthy comparison with friends and strangers. However, for Mental Health Awareness Month, one of the most widely used platforms is using its online community to address issues that millions struggle with every day. Today, Instagram is launching the #HereForYou campaign to help users find resources...
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Q&A: Instagram Exec James Quarles Plans to Turn Strava Into a Social Publisher for Athletes The app is moving into original content By Lauren Johnson Are athletes the next big influencers? Strava, an 8-year-old social network for athletes that claims to add 1 million new users every 45 days, raised a few eyebrows a week ago when it announced it had hired Instagram Business' vp James Quarles as CEO. According to Strava, the team searched for 15 months before landing...
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YouTube Is Adding 40 Original Programs With Celebrities and Creators Johnson & Johnson is sponsoring one of them By Marty Swant With perhaps its boldest bet yet, YouTube is going directly after traditional television advertising dollars with 40 new programs exclusively for the platform. And advertisers appear to be coming back to the fold after brand-safety concerns rocked YouTube several weeks ago. Tonight, at the digital giant's BrandCast event in New York, YouTube chief business officer...
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