Could social media be a new TV platform?

Instagram launched a new standalone video platform to compete with YouTube. This new feature is a way for users to film and watch longform videos without leaving the app. The videos can be up to an hour long, in comparison to the previous 60-second video feature on Instagram.  

The issue with a 60-second limit: Users would post a video to their “Instagram story” and then a link to a follow-up, longer video, on YouTube. The new Instagram TV removes YouTube from the equation, keeping the whole video on Instagram. Realistically, no need to ever leave.

The longform video will take up the entire screen of your phone, and will eventually get its own app called IGTV. The Instagram algorithm will pair you with videos you might like, videos that are popular, and videos from creators you follow. Once you reach at least 10,000 followers, Instagram allows you to post videos up to 60 minutes in length. If you are an average Instagram user with less than 10,000 followers, you can post videos up to 10 minutes.  

In the past few years, social media platforms have become increasingly complex, transitioning from just a place to socialize to news and media platforms. Instagram’s recent direction has taken aim at fellow social media platform, Snapchat. When Instagram created the “stories” feature and soon after the “story highlights” feature, competition between the two rose. The new IGTV launch will put Snapchat’s video focused discover page at even more risk.

But, the main competitor this launch targets is YouTube. As the dominant video platform, YouTube has yet to face much competition since Google purchased it in 2006. There is really no other platform just quite like it. If YouTube content creators shift to Instagram, YouTube might lose its dominance, similar to how Vine’s decline was marked by content creators shifting to YouTube.

This new launch will be a test to see how social features integrate with a video platform. YouTube tried to implement social features in the past, most notably the failed Google+ integration, but they are at the very core of IGTV. As Instagram remains a popular social media platform, will longform videos be as engaging as the shorter posts for which Instagram is known?

Google named “Creative Marketer of the Year” at Cannes Lions

Huge congratulations to our client Google for being named “Creative Marketer of the Year 2018″ at the Cannes Lions International Festival of Creativity.

One of the reasons why Google is being recognized for this award is for their contribution to improving diversity and representation through inclusive storytelling. We’re so proud to work with such an inspiring brand.

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Reddit redesign revs up engagement for Audi’s ‘Think Faster’ campaign

Reddit’s redesign and new ad products seem to be paying offfor Audi, at least.

The car manufacturer’s “Think Faster” campaign featured stars such as Elizabeth Banks and Liza Koshy answering questions from Redditors live “Ask Me Anything” style while zooming 120 mph or more in an Audi sports car. Reddit says the redesign of its website and native video ad offering have significantly increased engagement from users.

The data from the campaign (more on that in a bit) is significant because it shows metrics for Audi before and after Reddit redesigned its website and native video player. More importantly for Reddit, the figures hint that its grand plan for attracting more ad dollars from Madison Avenue after securing $200 million of funding from investors might be working.

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Watch the newest ads on TV from Samsung, Bud, Wendy’s and more

Every weekday we bring you the Ad Age/iSpot Hot Spots, new TV commercials tracked by, the real-time TV ad measurement company with attention and conversion analytics from more than eight million smart TVs. The ads here ran on national TV for the first time yesterday.

A few highlights: Wendy’s serves up what it calls a “short and sweet” spot that shows all the ingredients that go into its Berry Burst Chicken Salad. New York Knicks legend John Starks talks about being undrafted back in 1988 in an emotional Budweiser commercial that ends with the tagline, “This Bud’s for the long shot. This Bud’s for you.” And Samsung shows how the things it makesincluding phones, TVs and refrigerators”bring family together.”

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‘Roseanne’ may be dead, but ‘The Conners’ is a modest insurance policy for ABC

Roseanne is dead. Long live “Roseanne.”

Weeks after ABC pulled the plug on its wildly successful reboot of Roseanne Barr’s eponymous sitcom, the network has announced that it will redevelop the show without her. ABC and “Roseanne” executive producer Tom Werner have agreed to a straight-to-series 10-episode order for “The Conners,” a multi-camera comedy that will feature legacy cast members John Goodman, Laurie Metcalf, Sara Gilbert, Lecy Goranson and Michael Fishman.

A premiere date will be announced later this summer, but ABC hopes to have the show ready for a fall launch in its Tuesday 8 p.m. slot, where it will lead into the freshman comedy “The Kids Are Alright.”

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