Siobhan Akoto Sullivan

I love what YouTube is doing in commerce 🛍️👏 Last week they launched new shopping features including Collections (a way for creators to set up virtual stores), and an Affiliate Hub that shows a list of e-commerce partners offering commission rates and promo codes. Both are going to help creators directly sell products featured in their videos and earn commission. What I love most about this is that while most of the industry speaks to affiliate partnerships as direct brand/creator collabs, this is affiliate on your own time. Brands can easily list affiliate links and provide further incentives any time they want, while creators can use those links on current or previous content whenever they want. And as AI detection gets even better the ability to automatically tag every product in every video is going to be a complete game changer. If passive income is the dream of most creators, this is a really attractive toolset to get there. Just when it seemed like TikTok was running away with the commerce torch, YouTube says not so fast. Meta your move… #influencermarketing #creatoreconomy #affiliate #socialcommerce https://lnkd.in/gfMX7kD2

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Content services everywhere are ramping up their offerings as competition shifts models. The “streaming wars” that dominated industry headlines in 2022 have evolved into a new landscape, one where FAST offering and ad-powered services now compete for audience attention using TV models. It will be interesting to see where things go from here. #AdTech #AdPublishing #PFASTTV

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Could not be more proud of the work our team did at Amazon Upfronts this week in New York. Was honored to help Creative Direct / Produce the creative for the Amazon MGM Studios section, and I think it turned out fantastically. It was Amazon MGM Studios’ first time doing an Upfronts presentation, and we insisted upon the highest standards. Here are some of my favorite press quotes about it: “So far Amazon is winning the Upfront presentation game. I am not trying to blow smoke, there is energy at Amazon Upfront that wasn’t at yesterday’s gathering. Great stage presentation, star-power and a clear message.”– Joe Flint, Wall Street Journal “Amazon breaks news, dazzles advertisers star-studded first upfront presentation.” – Joe Otterson, Variety   “Amazon’s inaugural upfront presentation established the streamer among the ranks of its competitors as Prime Video brought formidable star power and lucrative new TV and film orders on Tuesday morning.” – Lucas Manfredi, The Wrap “Inside the Amazon Upfront: An A-list gauntlet is thrown. Could Reese Witherspoon in character as Legally Blond’s Elle Woods possibly be topped?” – Mikey O’Connell , The Hollywood Reporter “Amazon right now is running circles around NBCU and Fox’s Upfronts from yesterday. It’s a throwback to how these used to be in the best way.”  Tim Baysinger, Axios   “🔥first Amazon Upfront. You can feel the rush of ad dollars leaving TV.” - Rich Greenfield, Lightshed Huge kudos to the many many talented folks across teams that came together and made this happen.

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Snap Inc. reported Q1 2024 Earnings Yesterday. 📈 We’ve made significant investments in our ad products specially in the past year, bringing more value to our advertising and our community.  That investment is paying off with more and more advertisers coming to Snap and seeing results. Top numbers: 🚀Revenue surged by 21% YoY, due to our innovative ad solutions and improved performance metrics with accelerated advertiser spending on DR. 👻 The Snap community continues to thrive,  with 422M DAUs a 10% YoY increase, marking consistent double-digit growth over the past 5 years. 📱 When our community & performance thrives, advertisers follow 85% YoY growth in SMB advertisers on Snapchat Spotlight content consumption soared by over 125% YoY,  indicating deeper engagement within our platform. For more information - https://lnkd.in/dzPHY8mX If you're not on Snap yet or you wanna learn more about Snap performance Feel Free To Reach Out 😎

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If working in programmatic advertising the last 10 years has taught me anything, it’s that you get what you pay for. But in order to truly understand what you’re paying for, you need to take a look under the hood, which means understanding: - If the tech is proprietary or white labeled - Every site being run on - All out of pocket/potential added costs - Brand safety/fraud measures in place (prevent MFA delivery) - Where the data is being sourced from - If you have full control over where you’re buying - If O&O data/inventory is favored or agnostic - What algorithms are optimizing towards - Training/support levels included Not everyone provides a look under the hood, but every DSP user should get one. If you’d like a look under our hood at Basis Technologies, we’d be more than happy to give you one, so please message! #Basis #BasisDSP #DSP #DemadeSidePlatform #Programmatic #AdTech #MFA #DigitalMedia #MediaAutomatic #MediaAgency #MediaBuying #MediaPlanning #ProgrammaticAdvertising #SupplyPathOptimization

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Netflix announced that its ad-supported plan now has 40 million monthly active users globally, up from 23 million in January. Considering that level of growth, Netflix also shared plans to launch its own ad tech platform, plus new partnerships with more programmatic platforms and measurement vendors. According to the company, more than half of its ad-supported members watch more than 20 hours of programming per month. More than 70% watch at least 10 hours per month. Programmers are on the hunt for ways to increase viewing time to generate more ad revenue. But it’s the negotiations with advertisers starting this week that will ultimately dictate whether Netflix has what it takes to best its broadcaster rivals. https://lnkd.in/eThm42Yp

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Interesting study from EssenceMediacom explaining why Storylines is becoming the hottest topic for the advertising industry thanks to Meta pushing Reels everywhere on their walled gardens- thanks to Storylines we allow publishers, brands and agencies to replicate the same experience than Meta Reels- "InstaTikSnapTokTube" Social Vertical Video experiences but available on the Open Web across the most prestigious publishers. In short: => Better Outcomes & video performances @ 3 or 6 sec vs Meta/ YT Short or Tik Tok => Better quality & contextual environment as Storylines only runs on trusted publishers => HD Video, Instant Loading & Immersive Full Screen vertical Video advertising experience with Sound "on" => Maximise your Video performances while minimizing your data transfer & carbon emissions thanks to SeenThis cutting edge adaptive streaming technology => Time to embrace the future of the Open Web? 👀 We all deserve a faster, better and greener UX on the Open Web- come and join the Storylines revolution 🙏 🚀 #OpenWebnextgeneration #Verticalvideo #reinventingvideoadvertising #gamechanger

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One of the key developments discussed here is Reddit's introduction of shoppable ad inventory. This new feature allows brands to create immersive, interactive ad experiences that enable users to purchase products directly within the Reddit platform. Reddit aims to provide advertisers with a more actionable way to engage with its user base, and I think this is a great way to do so. #RedditAdvertising #ShoppableAds #UserEngagement

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This week at IAB #NewFronts our team was excited to launch Roblox's video ad product out of beta and bring it to all advertisers! Reach tens of millions of those hard to reach Gen Zers where they're spending their time (nearly 2.5 hours a day to be exact). Maybe you're thinking "Video ads? I know all about video ads". BUT you might not know about #Roblox video ads. Our video ads are different - they're unobtrusive. They're triggered by the user who intentionally chooses to interact with them and they're placed within Roblox experiences by the experience creators, ensuring they're authentic to the creator's experience. This strategy helps to make sure our users have a valuable interaction with your brand's message, not one that frustrates them or they don't pay attention to. Via a new study conducted by Latitude, it was found that 75% of Roblox users said they are more likely to notice brands that advertised on Roblox vs. elsewhere. In a time when a viewer's attention span and recall are shorter than ever, that's pretty huge! See the full study's results here: https://lnkd.in/eWVs559C Stay up to date on all things Roblox for Brands by signing up for our newsletter: https://bit.ly/rblxfrbrnds #advertising #metaverse #digitalmarketing #genz #immersiveadvertising #gaming

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These last weeks, all caps for the TOPIC: after the U.S.-wide rollout and the previous week’s hullabaloo about odd and incorrect answers, let's look at some things publishers need to know. #affiliate #media #seo #ai #marketing

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This week, we previewed a LOT of great upcoming content for Prime Video. For me, this teaser trailer was everything I'd hoped it would be. I can't wait to go deeper into The Lord of the Rings universe with Rings of Power Season 2! #primevideo #ringsofpower #amazonads

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https://lnkd.in/gZbWK9eQ "As we look ahead, the relationship between content, advertising and consumers will continue to evolve. The main challenge for streaming services remains: To ensure ads are not excessive nor intrusive to push away viewers." My belief is that brands will find that as they move away from ads....into entertainment...value creation and consumer centric content...essentially, content #foryou. They will it very profitable for brand and business. Studies show that on TikTok, ads by creators drive 5x more completions (not skipping!), 27x more Likes (no frustrations) and they double conversions - creating positive impact across the funnel. 😉

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What is going on with Amazon Prime Originals? After a less than stellar 2023 for originals, they have two new originals in the top including the number one movie #1 Roadhouse (2024) is a huge hit with twice as many minutes than #2 Damsel (2024). You gotta check out the breakout performance by Conor McGregor whose over the top hilarious character deserves his own movie. Amazon Prime is also going to dominate TV charts for the next few weeks with Fallout at #1 However it's not just Amazon's new movies, Netflix has 3 movies from 2024 in the top 10. In fact, 9 out of the top 10 movies are from 2023 and 2024 with Disney+'s Moana (2016) as the only exception. It's a stark contrast to previous years when over 90% of the most popular movies were from the far past. Check out my article for FORTUNE/YAHOO on old movies outperforming new movies. https://lnkd.in/gC78UJa9 Seems like new movies are finally getting better...or more popular!

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Let’s chat SEO!

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Over the years I've been able to work with some pretty big names in this industry. So when talking to brands about creators on our roster. They usually get excited about those bigger names on there. However, I feel lots of brands miss out trying on the amazing opportunity to work with some of our micro influencers. Because they focus too much on the clot. Although its always fun to get to say we work with them. I believe that you can get as good if not better ROI working with micro influencers. Here is why. 1: Raw Authenticity: Micro influencers wield a magnetic authenticity that sparks genuine connections with their audience. Their smaller following breeds trust and engagement levels that ignite excitement, making sponsored content pack a real punch. 2: Budget-Friendly Brilliance: Why break the bank when micro influencers offer high impact at a fraction of the cost? It's a marketing jackpot, allowing brands to stretch their dollars further and achieve stellar results without breaking a sweat. 3: Laser-Focused Reach: Micro influencers are the sharpshooters of the digital landscape, honing in on specific niches with laser precision. Brands can hit their target market bullseye, ensuring every promotional arrow strikes home with unparalleled accuracy. 4: Relatability Revolution: Micro influencers are the champions of authenticity, speaking the language of their followers with unwavering relatability. Their down-to-earth vibe turbocharges trust, transforming endorsements into roaring recommendations. 5: Creativity Overdrive: Micro influencers thrive on innovation and collaboration, fueling campaigns with boundless energy and creativity. Their smaller scale opens up a world of possibilities for brands to unleash their wildest ideas and create content that dazzles. 6: Dynamic Diversity: Why settle for one big fish when you can cast a net teeming with micro influencers? Brands can ride the wave of diversity, partnering with a dynamic array of influencers to reach a broader audience and unleash a tidal wave of captivating content. In essence, teaming up with micro influencers isn't just a good idea—it's a marketing adrenaline rush that propels brands to new heights of success with unstoppable energy and undeniable impact. #mircoinfluencers #branddeals #growth

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Meta's "Close Friends Only" podcast features celebs sharing their experiences with Instagram. Watch it here: https://lnkd.in/ghTat5qe.   Intriguing?  You could say so.   The tips are general (use new features, carousels rock!), but some insights on audience building are interesting.   However, these creators often have fame outside of Instagram.  This means their strategies might not translate perfectly to everyone, especially for those who are only starting out.   Worth a listen?   Depends! If you crave specific growth hacks, maybe not. But if you enjoy creator insights and lighthearted discussions, tune in!   What do YOU think? Share your thoughts in the comments!   #Instagram #ContentMarketing #Creators #SocialMedia #Podcast

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