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Marketers Are Ditching Influencers For TV Talent Says NBCUniversal Ad Boss

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Marketers Are Ditching Influencers For TV Talent Says NBCUniversal Ad Boss

Maggy Chan tells us how the entertainment giant has seen an increase in requests to use its talent and IP as brands look for “safer” environments.

The managing director and executive vice-president of global advertising and partnerships at NBCUniversal, Maggy Chan, says that high-profile instances of brand/influencer collaborations going wrong are having a lasting impact, with advertisers increasingly looking to work with NBCUniversal TV talent instead.

“We see sometimes with broader influencer trends that some things are less taken care of from a reputational perspective, and that’s not us. So we’re trying to be the alternative to the social players by giving brand safety and a premium feel.”

Previously, says Chan, when advertisers wanted a global campaign, they’d go straight to social platforms. “They give you that scale and that simplicity, that sort of turnkey approach,” she says. “But the risk that you have is against what content is the message going to be shown against – that brand safety is not always there.”

Dropping today (September 7) is an example of NBCU’s IP-led strategy in play. It has partnered with Israeli gaming startup Candivore to run a series of ads featuring talent from the broadcaster’s hit shows. To promote the launch of the mobile game Match Masters in the US, Candivore has selected talent from The Real Housewives on NBCU, a Top Chef VIP presenter from Telemundo and the former pro wrestler and Barmageddon host Nikki Garcia.

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“You know these people, you know where they come from and you know the environment they’re in,” says Chan. ”They’re not just people who produce content on YouTube – which I’m not dissing, it has its place, but were focused on high quality and premium. That is why people come to us – they feel safer than going to an influencer.”

Chan adds that, generally, there is better brand recall and engagement when associated with premium IP compared with user-generated content. And the guarantee of safety isn’t just for the brand and the network, explains Chan. “It’s a bit of insurance for the talent as well. They know we’re not going to associate ourselves with just about any brand; we have set rules in terms of who we cannot work with.”

Beyond the safety implications that working with NBCU talent brings, Chan says she is seeing “advertisers wanting talent more and more because those people are instantly recognizable and people will flock to them.”

She says there is also the added benefit that each talent has a “massive following on social as well, so it’s a great congruent message everywhere.”

Chan also points to a tie-up for the Barbie movie where Warner Bros and NBCU created a Real Housewives of Beverly Hills social ad campaign using talent from the show. Cast member Garcelle Beauvais posted on Instagram and then other stars and fans commented. “You can see how you can really tap into boosted posts of the movie itself and, the way the audiences are, they’ll just hype it up even more,” she says.

It’s not just non-scripted brands that are borrowing IP. For example, on the scripted side, NBCU did a campaign with a water company on Secret Life of Pets while Mars teamed up with the whole NBCU portfolio to bring M&Ms into the world of Jurassic Park. “You can really leverage those visuals that people instantly recognize, but at the same time make it in a way that feels very true to the brand.”

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NBCUniversal One Platform

Chan joined NBCUniversal Advertising in January after a 15-year stint heading up BBC Studios. In her latest post, she is focused on bringing the entire NBCU inventory supply together and gearing up for the full rollout of its One Platform. “That’s ultimately the vision to be that one place, that one front door you come to if you want to buy on linear, digital, social streaming, local-global…”

Chan was courting advertisers at Cannes Lions this year when she announced partnerships with international publishers such as Atresmedia, Bell Media, Seven West Media, Sky Media, Talpa Network, TF1 Group, Tokyo Broadcasting System and Omnicom Media Group. “Ultimately, what advertisers want is value and simplicity, everything to do with addressability, to target and get more into performance and measurement.”

She reveals that advertiser appetite has been good so far, although she does acknowledge that the switch to a one-stop shop media buy is a learning process as agencies aren’t yet structured that way. But, she says, “there is a need for it and people welcome no longer having to hand-stitch media plans from different regions and different agencies.”



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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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