Nielsen to Track Amazon and Netflix

Streaming content has shifted the way we as consumers, and marketers, consume television and syndicated content. To show the staying power of streaming content, Nielsen announced that they will begin to measure premium streaming video TV programming from Netflix and Amazon starting next month.  The Nielsen tracking of SVOD (subscription video-on-demand) programming will be done through audio. Plus, it will not be accessible on mobile.  

With this integration, advertisers and content creators will be able to look at their programs and see how streaming content is impacting viewership. This means, that until next month, networks and content creators did not have true understanding to how their videos performed across these platforms.

Some details on this update are below:

·         Nielsen will analyze this content without the cooperation of streaming services.

·         The programming that is measured will come from, and be available to, existing Nielsen clients.

·         To date, subscription video-on-demand services have declined to publicly disclose their viewership.

For more information, click here and here.

Urban Outfitters Launching Beacons In-Store

The millennial focused retailer is loading up 15 stores with beacons, Bluetooth technology that communicates with smartphones,  that will ping messages and notifications to shoppers who have downloaded the UO App.

Image from AdWeek.com

The company is rolling out the beacon technology to Android users first, as they state more of their customers use the Google-powered devices. 

What will the beacons do?

• Plug into the Urban On loyalty program, which delivers shoppers rewards and exclusive access.
• Focus around the checkout line, fitting rooms, and the entrance.
• When a user enters the store they will be prompted to check in via social to unlock an offer.
• By the fitting rooms, users are encouraged to share photos of themselves wearing products with #UOonYou for a chance to be featured on their website.
• While at checkout, they may be prompted to show their loyalty card in-app to earn digital badges.

However, the beacon technology will not aggressively push coupons and offers.

This is a big effort to extend their loyalty and social experiences in-store with mobile. You can learn more about the beacon roll-out here. 

Gap Shows How Brands Can Adapt on Tumblr

Less than a year ago, Tumblr rolled out sponsored advertising, which positions brand content in key areas on the site to engage with users. 

In an effort to create a “pop culture movement,” the clothing brand Gap purchased all of the site’s mobile advertising opportunities yesterday to promote its new #BackToBlue campaign. Through this, Gap has created unique opportunities that allows the brand to:

•          Get exclusive share of voice to Tumblr’s 54 million daily users
•          Take advantage of the reblog/share culture to spread the Gap’s image/gif heavy content
•          Leverage user generated content submitted to their contest in their mobile advertisements

Gap is not simply retrofitting its TV and print creative into Tumblr, it specially created content that’s perfect for Tumblr—fully embracing the colors, quirky gifs, and quotes that are so attuned to the platform. 

Darn.. maybe I should make a Tumblr too (read: I've created a million and never kept it up).

For more information, please see below for the Tumblr page and Mashable article:

Gap Buys All of Tumblr’s Mobile Ads for a Day

http://gap.tumblr.com/contest