To lure millennials to watch the Rio Olympics, which run August 5 to 21, NBC is enlisting 24 Internet celebrities to build buzz. For the first time, NBC is using a portion of its marketing budget on digital influencers such as German DJ/comedian Flula Borg, who has 779,000+ YouTube fans, to appear in videos with U.S. Olympic athletes, including Michael Phelps, Missy Franklin, Maya Moore and Claressa Shields. The YouTube celebrities tapped for videos have 120 million followers on YouTube, Facebook, Twitter, Instagram and Vine. Continue reading NBC Inks Deals with Digital Celebrities to Promote Olympics

Instagram introduced new features yesterday designed to enable business owners to engage with customers via the photo-sharing app as long as their business is linked to an official Facebook Page. The new tools — developed after discussions with hundreds of businesses using the platform — include business profiles, analytics and the ability to launch sponsored posts directly from the Instagram app. According to Instagram, the set of tools “will be rolling out in the U.S., Australia and New Zealand in the coming months, and will be available in all regions globally by the end of the year.” Continue reading Instagram to Offer Business Tools Including Profiles, Analytics

BuzzFeed has grown its monthly content views from 2.8 billion a year ago, to 7 billion today, the majority of which are video views. At the company’s Digital Content NewFronts presentation in New York, chief executive Jonah Peretti, who says BuzzFeed’s content is driven by a deep understanding of its audience, announced a new program with investor NBCUniversal to co-produce video content for brands. The partnership with NBCUniversal began last summer when the media titan invested $200 million in BuzzFeed. Continue reading With Video Views Growing, BuzzFeed Inks NBCUniversal Deal

Nokia and Disney announced a partnership whereby Disney filmmakers and marketing teams will use Nokia’s 360-degree OZO virtual reality cameras to create VR content across all the studio’s brands. The studio has already used the OZO for two promotional pieces for “The Jungle Book,” one of them a 360-degree roundtable interview with director Jon Favreau and the cast, the second a red carpet experience at the film’s Los Angeles premiere. Other Disney brands that could use the OZO are Marvel and Lucasfilm. Continue reading Disney to Produce More VR Content with Nokia OZO Camera

Digital creative pioneer Mike Nichols, a leader in the transition of television to digital, died suddenly on Friday, April 15 of complications from a health issue. He was 57. It is with great sorrow that we share the sad news of Mike’s passing. The former Disney exec had been a great friend to the ETC over the years and was a creative force behind the development and deployment of ETCentric. We will miss our generous friend and talented colleague. Our thoughts are with the Nichols family and the many industry members Mike worked with over the years. For more on Mike’s impressive contributions to entertainment media, read our full post on ETCentric. Continue reading Mike Nichols, Played Key Role in TV and Online Development

Streaming music service SoundCloud finalized a deal with Sony Music to increase the number of songs listeners can access via SoundCloud and also allow Sony Music Entertainment artists to make money from their tracks hosted on its service. The deal with Sony Music is just the latest in several that SoundCloud has inked with other music publishers including Merlin (representing 20,000 indie labels) in June 2015, Universal Music Group earlier this year, and Warner Music in 2014. Continue reading With Sony Music Deal, SoundCloud Reaches 18 Million Artists

As smartphone users turn increasingly to ad blockers, marketers are getting their messages out by paying Internet influencers under the table to promote their products as personal reviews and commentary. For some time, the practice was beyond the reach of the Federal Trade Commission, which made sure paid endorsements were advertised as such in television, newspapers and magazines. With new guideline changes initiated in 2015, however, the FTC is now going after violators, just reaching a settlement with video network Machinima. Continue reading FTC Goes After Paid Endorsements Presented as Commentary

Tony Christopher, president and CEO of Landmark Entertainment Group, is currently developing a Virtual Worlds Fair. The project started with a discussion with Steven Spielberg 20 years ago, and is currently moving forward with funding from Chinese backers. The fair will feature four key areas: Dataland, an entertainment and education VR experience for children; Intencity, for branded VR experiences; Passportal, to virtually experience the wonders of different countries; and the Tower of Humanity, to celebrate the planet through virtual experiences. Continue reading GDC 2016: Creating Virtual Worlds for Companies and Brands

In Fall 2013, Nielsen expanded its purview into the social media sphere with its “Twitter TV Ratings.” The company is now adding Facebook and, later, Instagram, to its “Social Content Ratings” that will measure aggregate-level chatter related to TV shows in posts shared with friends, family, followers and the public. The new social media ratings are slated to be available sometime in the first half of 2016, wherever Nielsen Twitter TV Ratings are currently available (Australia, Italy, Mexico and the U.S.). Continue reading Nielsen Adds Facebook, Instagram to Its Social Media Tracking

The number of trailers for franchise blockbusters has skyrocketed, flooding YouTube, Facebook and other platforms. “Star Wars: The Force Awakens” counts 17 trailers, teasers and ads thus far. Today’s trailer looks much more like entertainment than an ad, linking to past franchise chapters, teasing out the identity of shadowy or hooded characters, and generally amping up anticipation and heated fan engagement before the film even opens. The nested teasers and trailers dole out details without giving away plot. Continue reading Movie Trailers Proliferate, Building Fervor, Fan Engagement

Pandora just acquired Rdio for its technology and talent, and Spotify is unrolling Fan Insights to offer its musicians a way to research its fan base and plan smarter tours. In both cases, these popular streaming music services are expanding beyond their core expertise — and their unstable revenue — by uniting radio, on demand and even live shows. As bigger players such as Apple, Google and Amazon create music services, Pandora and Spotify must offer more services to survive. Continue reading Pandora, Spotify Explore On-Demand Music and Ticket Sales

Twitter is taking a page from Facebook’s playbook by opening its mobile ad network to a larger group of marketers. Whereas Twitter’s service was formerly restricted to a small group of clients that could buy ad campaigns running on its own service and third party apps in its MoPub mobile advertising exchange, now all advertisers with dedicated Twitter account managers can widen their campaigns beyond Twitter. Newly renamed “Twitter Audience Platform,” the product will also feature more video ads. Continue reading Twitter Pushes Video for Newly Expanded Mobile Ad Network

Linden Lab, which innovated the virtual world Second Life in 2003, is entering virtual reality with Project Sansar. The company has been working behind the scenes to build virtual worlds for Oculus Rift and other VR headsets, and relies on its experience with Second Life to inform Project Sansar. Second Life is user-centric, allowing players to create and explore virtual landscapes of their own making. Project Sansar, on the other hand, allows brands to build VR worlds and link to them from websites or third-party apps. Continue reading Second Life’s Linden Lab Debuts New Virtual Reality Project

Snapchat is partnering with Live Nation Entertainment to bring its Live Stories feature to festivals and concerts. Starting today with the Electric Daily Carnival in Las Vegas (a popular electronic dance music festival), Live Stories will capture content at Live Nation events to share with specific communities through Snapchat. Live Stories, which provides video and photos from event attendees for a 24-hour period, has become a lucrative advertising platform for Snapchat. And its branded geofilters have become an added bonus for advertisers. Continue reading Snapchat, Live Nation Partner to Offer Music Fest Live Stories

Alibaba is facing a growing problem with counterfeit goods that has led to some top brands taking legal action. The Chinese e-commerce giant is debuting a solution in the form of unique tags similar to QR codes. The company is working with Israeli startup Visualead to introduce dotless visual codes, which can be used to scan products to prove their authenticity and then automatically destroyed so they cannot be used more than once. Customers will use Alibaba’s Taobao mobile app to scan the codes when they receive their orders. Continue reading Alibaba Tests Dotless Visual Codes to Fight Counterfeit Goods