Snapchat viewers are able to view the trailer with the new Lens and take a Snap of their reactions.

Paramount Pictures partners with Snapchat’s first-ever augmented reaction (AR) lens for the release of the trailer of the upcoming feature film “Top Gun: Maverick.” This is a whole new marketing strategy to promote movie trailers and let users interact with the movie trailers more. 

The release of the Snapchat trailer came last Monday and people have mixed reactions since the launch. The AR lens featured the latest trailer of the movie Top Gun: Maverick which stars Tom Cruise reprising the iconic role of Pete “Maverick” Mitchell. 

How does it work?

Snapchat users are able to experience the trailer-reaction AR lens by wearing a virtual pilot’s helmet resembling the main character of the film. The trailer can be viewed in a horizontal split-screen where the movie trailer stays on top and the AR face lens is right below it. 

Users can view the trailer by using Snapchat’s camera and can take snaps of their reaction while watching the trailer in a real-time setting. This offers Snapchat users and fans to an immersive trailer-watching experience. The AR lens experience let them feel the thrill of being a jet-flying fighter pilot, the character of Tom Cruise in the film.

The lens likewise includes a “watch trailer” button for viewers to see the full trailer directly within the app. This is available using the Shoppable AR e-commerce tools of the app itself.

The AR lens can be accessed in the app’s AR carousel for iOS and Android users and is available in the U.S and Canada. The experience will be arriving in the UK, France, Germany, Brazil, and Mexico “in the coming days”  as Snapchat’s spokesperson released in a statement.

Snapchat’s growth in the entertainment industry

Snapchat’s new feature has become a standard for movie advertising and been experienced with famous film studios such as Terminator: Dark Fate, X-Men: Dark Phoenix, and John Wick 3: Parabellum. Its popularity reached other areas of the entertainment industry as well as HBO on the TV side and Drake and Ariana Grande in the music industry. The gaming publisher, Blizzard, also incorporated lens in its gaming platform too. 

YouTube first broke into the AR experience as it launched Disney’s Maleficient: Mistress of Evil. Snapchat’s AR lens looks similar to that of YouTube but this didn’t keep Snapchat form experimenting with their options. Augmented Reality has also been used in advertising for their online stores and products. 

Maybelline, which is a drugstore make-up brand, has also used AR and integrated it into their advertising and marketing campaign. Consumers can try on different shades of lipsticks and see if it matches their skin color. The AR works by using the users’ phone cameras. Brands and SMBs are also now trying to integrate AR into their campaigns. 

Condé Nast pushes forward to monetize its properties and become a “video-first” business. 

Using artificial intelligence (AI), London startup, Mirriad is inserting ads and products into its pre-existing videos. The company signed an exclusive advertisement contract with Condé Nast, a global media company that is home to some of the world’s leading brands such as Vogue, GC, and The New Yorker.

“Advertisers can use its technology to, say, have their products or ads appear in all scenes set in living rooms or breakfast environments across Condé  Nast properties,” says Stephan Beringer, the CEO of Mirriad. The new technology was debuted as ads are inserted in the reruns of ABC’s sitcom, Modern Family. 

Everything about the deal

Conde Nast aims to become a video-first business thus the decision to sign up a deal with Mirriad. This deal will allow Conde Nast to take advantage of Mirriad’s AI for its ads as well. As part of its plans, ads will be inserted into pre-existing videos of Mirriad. Included ads inserted into episodes of the Modern Family series are virtual Prudential billboards, Freshpet print ads, Sherwin-Williams ads. 

Subscribers and viewers of YouTube series such as Wired’s Autocomplete Interviews and Bon Appetit’s Test Kitchen will soon see ads in their videos popping out very soon as well. According to Beringer, this deal with Mirriad is part of the Conde Nast’s plans for further expansion. Earlier, the company also struck a deal with Vogue to hopefully grow its video audience and ad revenue. 

Mirriad is on the go

Mirriad has also partnered with several broadcasters in North America such as Univision, Fox, and NBC in order to promote its new technology. It also worked with Tencent, a Chinese multinational conglomerate holding company. Tencent’s potential as a platform didn’t escape Mirriad’s marketing team, as up to this day, Tencent remains to be its largest single client. 

Mirriad is currently looking for more opportunities to integrate ads and products across its portfolio with the use of the integral data about the viewers.

What does this mean for you?

Artificial Intelligence is not just a thing of the past. Most ads today are run by AI. Marketing campaigns and target advertising work best because of AI and the algorithms behind the campaigns. 

Artificial intelligence and machine learning technologies can automate manual and time-consuming tasks. It likewise transforms decision making and drives improved business outcomes. 

To comply with COPPA YouTube is requiring content creators to disclose if their content is for younger audiences

As mediums change and it’s important to safeguard the impressions that ads can leave on children. Youtube channels like Ryan’s World, ToyTocToc, and Come Play with Me, are immensely popular with younger audiences. These channels heavily feature children’s toys and can contain paid sponsorship intended to influence a younger audience. To combat this and comply with the Children’s Online Privacy Protection Act (COPPA) creators now must state whether their content is created for kids.  

While despite that in the past marketing to a younger audience has been looked down on it has become an undeniable part of adolescence. From creating TV shows to sell action figures to creating channels built around unboxing these toys, creating methods to reach younger audiences is constant. As of last week, YouTube added a new feature shift on how adolescents receive content. The audience setting feature in the YouTube studio is intended to identify what content is made for kids and what content isn’t.  

“Each year, enormous sums of money are spent to reach this valuable audience because children and adolescents spend billions on their own purchases, influence family decisions about what to buy, and promise a potential lifetime of brand loyalty,” as stated in Pediatrics, the official Journal of the American Academy of Pediatrics.  

Additionally starting at the beginning of 2020 YouTube will then decrease that data that is collected on content that is made for kids. This is important to note because it will nix ads that are personalized towards young viewers. To put the kid’s content market into perspective one of the highest-grossing Youtube Channels is Ryan’s World, a channel that in 2018 made $22 million.  

In YouTube’s post about the change the platform added no matter the location, YouTube is required to ask creators to disclose the intended audience for their content. In addition to having creators signify the intended audiences, YouTube will be adding specified systems to weed out what content is for younger audiences. The repercussion for creators who abuse the system will be that YouTube sets the channel’s audience. This could also lead to issues with the FTC.  

For those who are in the business of selling to younger audiences, this could indeed be a shock.  YouTube noted that this is a process and it could “take some getting used to.” For additional information on COPPA, laws follow this link.

Google adds new add placements to Youtube to prepare for the holiday season.

Over the coming holiday seasons, users could see more advertisements based on their gift research. Google is increasing the visibility of Showcase Shopping ads that will be released to take advantage of shoppers’ activities when looking for the best holiday gifts. Based on their searches shoppers could see scrollable images of products they might enjoy.

Earlier this week Google announced Sitelinks will be included in TrueView for action ads. 

Google explains TrueView for action ads as, “TrueView for action campaigns help drive leads and conversions by adding prominent calls-to-action (CTAs), headline text overlays, and an end screen to your video ads.”

A TrueView ad is one that gives users options an example of this is the option to skip a video after 5 seconds.  Part of this holiday push will be Google’s extension of these ads to YouTube. Part of these changes includes ad space on Youtube’s home feed. With these new ad updates, users will see “suggested products” that users can cycle through that will be displayed as search results and between videos.

Most popular digital platforms are working hard to make the buying experience as seamless as possible. This keeps users on the platform and creates more opportunities to build revenue for those who are advertising and the platforms themselves. Google adds that in beta testing these new ad updates increased conversions by almost 25%

These updates to Google’s ad offerings can provide, brands, marketers, and businesses with new tools that could prove really useful as customers begin to plan gifts for family and friends.

In Google’s blog detailing the updates, Nicky Rettke, a product manager at YouTube writes, “we’ve made YouTube video ads more interactive, giving viewers useful and actionable information like store location, interest forms, and additional calls-to-actions to help you drive more conversions.”

The addition of these ads has been simmering for a while, and since 2015 the site has seen a growing audience that uses Youtube during the holiday season to learn what the hot gifts are. In Google’s blog post, Rettke added in the near future Google will add Sitelinks to these new ad additions. 

The new verification eligibility will be more into the channel’s authenticity. 

YouTube updated its verification requirements for creators and branded channels. The platform has received thousands of complaints from creators regarding impersonation and many voiced out their confusion on the badge’s meaning. The updates are expected to address these issues.

Trashing out the old system 

YouTube said that the earlier verification system was for a smaller community then but seeing how huge YouTube has become, it’s only right to have its verification process overhauled. YouTube did not comment on how they will be doing this but it’s assumed that they’ll use human curation and algorithmic signals in verifying the accounts. 

 New YouTube criteria 

YouTube channels with more than 100,000 subscribers can apply for the new verification process but that limit will be removed. This verification will reopen by the end of October this year. If the channel is suspected to be impersonating, the channels won’t be verified and will be taken legal against. All the channels must be authentic and complete. This means that channels must be set in public and must have descriptions. Channels also need to have icons, contents and must be active on YouTube. 

The verification is now focused on authenticity and prominence. Channels will now be verified it represents the real creator, brand, or company they represent. As for prominence, channels will be checked if they represent a well-known or highly searched creator, artist, public figure or company. It would also matter if the channels have a strong presence outside the YouTube platform. 

These new criteria are applicable for all channels, however, channels that meet the standards, need not apply for it. Verified channels will have checkmarks next to their channel names. 

What does this mean?

Marketers whose job is to evaluate the influencers on the platform may be impacted by the new requirements. This will make the verification for them easier since YouTube will do the verification process. Marketers can now have a pool of verified accounts with the help of the checkmark indicator beside the channel name. They don’t need to focus on their subscriber count or views. 

As for the creators, this verification process opts for them to make quality content on YouTube and outside of it. Creators with a niche audience will also have a difficult time being verified because of their lack of presence outside YouTube. Channels with questionable ways of driving traffic and views will not be verified. Follower count is no longer the basis of being seen as an official channel. 

Showcase your ad in the huge masthead in YouTube’s TV app now which can be purchased on a CPM basis. 

YouTube’s TV app now features a header ad that’s too large to miss. The YouTube masthead will show ads that automatically play after a few seconds on compatible devices. TV users often end up watching YouTube videos whenever they settle down their couch. 

Due to this consumer behavior, it has become the top ad-supporting streaming platform. In fact, it’s daily watch time even reaches 250 million hours per day! Advertisers can leverage this to widen their audience and increase their reach. 

Masthead ads are now on beta

Ford is one of the brands that’s testing out the new masthead ad for a two-week period. Brands who wish to invest in this kind of advertising have the choice to buy masthead ads across platforms or just focus on CTV. 

This new option doesn’t mean for brands should take out their in-stream ads. As Anish Kattukaran, Product Manager of Google Ads emphasized,  the masthead ads and in-stream ads both have their advantages. While the masthead ads focus on driving brand awareness, the in-stream ads are targeting and audience-based ad strategy. 

What does it mean for advertisers?

This ad option for brands and advertisers is a new way for them to reach audiences. Users can’t cancel it or get their way out of watching them. The ads stay where they are and users will see it and digest it when they open their YouTube app on their TV. With the mastheads, the brands will be front and center of the app. 

“According to a recent experiment with Media Science, YouTube ads on TV screen drive a 10% greater lift in recall than ads on linear TV,” says YouTube. TV screens ad via the YouTube app is now one of the most effective ways of bringing out brands out into the world. This also shows that no matter how advanced smartphones have been, wee still go back to the basics and we still want to consume content on larger screens. 

Marketers can get their hands on it based on a CPM(cost-per-thousand) basis and they can also customize their ads depending on the audience they are targeting. The ads will be placed on reserved and will be shown to their target audience on the dates they intend it to be launched. 

YouTube launched its beta testing today. 

YouTube abandons paid viewership for a limited time to fight against competitive streaming subscribers.

YouTube can’t seem to figure out how to compete with Netflix for digital streamers. YouTube launched YouTube Red back in 2016 for $10/month. Its a mix of Spotify and Netflix where users can watch exclusive movies and TV shows and listen to songs without ads.

They changed their service in 2018 and separated their music service for $10/month and YouTube Red to YouTube Premium for an extra $2. However, not long after the launch, YouTube decided to take down its paywall for its original programming.

YouTube now at the advantaged

While their previous plans didn’t see much success, this decision will put YouTube to an advantage as compared to Netflix, Apple, Amazon Prime, and Disney because users will now be able to watch content on the streaming platform for free.

One of the shows that are now available for all users is the cult classic Karate Kid spin-off Cobra Kai. The show’s first season is now fully available and the episodes for season two will drop weekly. Cobra Kai is spearheaded by Susanne Daniels, a TV veteran and was hired by YouTube in 2015 to help in their strategy. Daniels was a part of the popular show Buffy the Vampire Slayer and she’s also the one who ordered big-budgeted scripts for YouTube’s original series.

All the other YouTube original shows will also be available for the users who aren’t subscribed to the Premium services. The existing YouTube library, however, continues to have a paywall due to the contracts that the platform has with the shows’ producers.

Stiff competition in the streaming industry

The competition is no joke as content providers are in a race or increasing their programming budgets to acquire market share. YouTube’s removal of their paywall isn’t official yet and there’s no news if they are dropping it completely.  

However, this temporary removal of YouTube’s paywall aims to increase the number of users who watch YouTube’s programming.

This next phase of our original strategy will expand the audience of our YouTube Original creators and provide advertisers with incredible content that reaches the YouTube generation,” says YouTube spokesperson.

Users can watch the content for free until September 24.

YouTube confirmed the new abbreviated subs count with the aim of helping to alleviate creators’ concerns regarding their subscriber count. 

Creators will be seeing some changes in their subscriber counts starting this year particularly in regards to the channels with over a thousand subscribers. YouTube wants to create more consistency in the way they publicly display subscriber count in desktop and mobile apps.

Creators’ well-being

YouTube said that this change is for the well-being of their creators. YouTube is addressing creator concerns regarding the stress they have in tracking their public subscriber count in real-time. With this, YouTube is hoping that creators will now focus on their story, their experience, their content, and not on whether their numbers are going up or not.

This is similar to Instagram hiding their like counts to give creators more importance on the content rather than the number of likes to reduce the pressure of increasing their engagement with every post.

How does the new update work?

YouTube channels with less than a thousand won’t be affected by the change as their subscriber count will be displayed as-is. For example, a channel with 4, 338 subs will appear with a 4.3K subs count until the number reaches 4, 400. A channel with 133, 095 subscribers will appear as 133k until it reached 134, 000.

What does it mean for marketers?

Marketing Land has noted that this change can impact the public subscriber listings and may lead to loss of sponsorship opportunities. 

…even for the channels with hundreds of millions of followers, if they’re at 120,450,000, their 120M subscriber count will be short more than 400,000,” says YouTube.

Brands will not be able to see the accurate number of subscribers an influencer has and thus won’t be able to assess one’s popularity in the platform. Channels may lose sponsorship in favor of larger channels even when the disparity is only a hundred of subscribers. 

This change is closely related to the platform’s API usage as well. This means that apps using YouTube subscriber count will no longer have access to the detailed listing thus affecting the analytic tools that display subscriber count over time. 

Read more about the update on YouTube’s community board

Federal regulators are thinking of ways on how to update and expand kids’ online privacy laws following YouTube complaints. 

The U.S. Federal Trade Commission is considering making changes to the laws on children’s privacy online, otherwise known as COPPA Rule. The law was made in 2000 and then amended in 2013 to accommodate the changing tides regarding how children use their devices to access social networking platforms. 

Federal Trade Commission Chairman Joe Simons said that the FTC thinks that the law is fit for revision once again due to the rapid technological changes that impact the online children’s marketplace. Included in their concerns are the websites, video games, and other platforms that are targeted at children. 

YouTube under FTC investigation

Due to consumer group complaints, YouTube has been accused of abusing the COPPA law. The platform has allegedly done this by promoting popular accounts and featuring content like nursery rhymes and cartoons. When in fact, YouTube is not a site intended for children. 

According to COPPA, companies are not allowed to collect children’s data or to target them with personalized advertising. However, the law has some loopholes because it’s only applicable to websites or apps with users younger than 13. Many private groups have complained that this loophole has left the big companies including YoutTube, Snapchat, Instagram, and the video game Fortnite with some leeway which enables them to avoid the legal restrictions of COPPA. 

Angela Campbell, a law professor at Georgetown University admitted that indeed there are many rules in COPPA that are ambiguous. This is one of several reasons why the COPPA must be amended. 

FTC is now looking for ways on how to update the rules in enforcing COPPA and address the issues. The organization is determined to line out and enforce the scope of the law. The verdict is still out on if it’s limited to mobiles and application or should it include smart TVs, educational technologies and interactive games such as Fortnite. 

With changing regulations, it’s important to stay on top of additions to topics like this. Subscribe the Holler Hustle for more information on this and other digital marketing matters.    

Fake videos are invading YouTube and YouTube isn’t turning a blind eye

Deepfakes are realistic fake videos that are becoming more difficult to spot by the day. These videos can incriminate someone into doing something that they never actually did. The reasons could vary from a crazy prank to political nuisance.

Kim Kardashian is the recent victim of a deepfake video. The fake video was uploaded on YouTube by Brandalism, an anti-advertising activist. The video was taken from a video uploaded by Vogue magazine and was brought down due to a copyright claim.

Henry Ajder, head of communications and research analysis at Deeptrace said that the legal infrastructure can help in protecting the rights of individuals however, this is only available for the privileged few.

The era of fake videos

Deeptrace is an organization that detects deepfakes on the web. Accordingly, there has been an increasing number of fake videos uploaded to YouTube every day globally. These falsified videos are digitally edited and look very factual.

Kim Kardashian’s video wasn’t the only one but it was a precedent for future videos that can be taken down. But without copyright claims, other videos will be difficult to take down even if it’s tarnishing your good name. There’s still no legal infrastructure protecting the rights of people in case problems like this arise.

There’s still no specific law made to stop the creation of fake videos but lawmakers are now looking for ways to address the deepfake situation by amending section 230 of the Communications Decency Act and by making laws that can pass liabilities to creators and hosts of deepfake videos. As for now, copyright law is used in order to battle the spread of fake videos.

As said earlier, the Kardashian video was taken down based on copyright law and the influence of Kardashian. Hopefully, laws will be finalized to prevent further deepfake damage.