smartphones (AFP / File / Philippe Huguen)
Advertisements that look like pictures of your friends and fit publications from your social network:. to better monetize their platform without scaring users, Twitter, Instagram and YouTube have creative teams who advise brands
Created in-house in recent years and dubbed “Zoo” at YouTube, “Creative shop” for Instagram or “Brand strategy” in Twitter, these structures free advise major brands to design advertising formats that stick with the uses, codes and the specifics of each social network.
The goal? Do not disturb the regulars of these platforms. This is the case for Instagram, the social network with 300 million users, known for its decorated retro photo filters that just introduced advertising in France.
Born in late 2010, Instagram long hesitated before accepting advertisements for fear of scaring his fans often come from creative worlds (artists, photographers, architects, etc.) and attracted to this application where polished and pristine image of all advertising was the norm.
After its purchase in 2012 by Facebook for $ 715 million, Instagram began introducing pubs in the US in November 2013. The UK, Australia and Canada have followed the end of 2014 before France in mid-March.
Even square format, same atmosphere + + vintage aesthetic concern and even if it was marked “sponsored” difficult to distinguish the photos and videos of the marks in his Instagram pictures over <. / p>
“The mark shall be expressed as a person and respect the community. We must find a brand like we find a friend or a family member. Advertising should be integrated and should not disturb user “, told AFP Cédric Atlan, Facebook Creative Shop.
– A abreast of trends –
These teams of specialists in advertising and marketing, debauched in advertising agencies by the digital giants have a hundred people for each social network, and are distributed around the globe. It is, at once, to have a detailed knowledge of local markets and be on the lookout for the latest trends.
“There are no boundaries. It’s a team that global trade worldwide, 24H / 24 and 7/7. If you want to know what is happening on the mobile in Asia in a particular area, it may have the answer in an hour, “said AFP Mailine Swildens, YouTube Zoo’s Director for Southern and Eastern Europe, the Middle East and Africa.
In 2014, the Zoo has imagined for fashion house Fendi Italian first parade filmed by drones and broadcast live on YouTube. “These are areas where innovation is mixed geolocation, mobile technology,” summarizes Mailine Swildens.
“Sometimes we are presented with ideas not very feasible or who type next . Our role is not to give good or bad points, but to support agencies and brands, “says Laurent Buanec, brand strategist at Twitter.
So the network to blue bird, the Twitter account of Nissan France turned into football expert in delivering statistics (number of passes, the ball) during the Champions League matches with the Japanese manufacturer is the sponsor.
While it is natural that these social networks that depend on advertising to brands explain how to use these services could eventually compete advisory business agencies, said Nicolas Levy, in charge of strategy at the Marcel agency (Publicis group).
“At the moment, it is in the interest of all. In the long run, Google and Facebook, which are the most innovative and largest, are potentially competitors, “he says.
” The solution for large advertising groups is growing, especially in the area of data, not to let the understanding of customer social networks ” concludes Nicolas Levy
No comments:
Post a Comment