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The Branding Potential Behind Some of Mobile Messaging’s Big Players
There are currently about 1.3 billion smartphones in use globally. By 2017, it’s expected that 2.5 billion users will connect through messaging-based apps.
Snapchat. Line. Whisper. Tango. These are just some of the call names of a new messaging code that advertisers are trying to understand and speak themselves. They are the new social platforms—entirely mobile and thoroughly engaging, particularly for youth.
Until recently, innovative social media marketing meant campaigns built for Facebook and Twitter, and maybe Tumblr. Just as marketers started to get the hang of this new language—redirecting their ad dollars accordingly—they had to contend with Instagram, then Vine and then Snapchat. While those platforms are still relatively new marketing landscapes, the increasingly mobile social media frontier is now exploding with unexpected, and seemingly inhospitable, new inhabitants that look really scary to all but the most daring brands. If advertising on Facebook was thought to be intrusive, try inserting a trademark into a private group conversation or targeting people who don’t want to be identified.
For example, how do you find fans on Whisper, the anonymous mobile message feed best used for broadcasting secrets? How do you campaign on Kik, where millions of users are messaging with friends and strangers? Should marketers bother to post questions on Jelly, yet another app for sending messages and getting feedback?
Already these apps attract massive audiences—WhatsApp alone counts almost a half billion. But to survive, most of these new apps will surely need to monetize some branded experiences. DDB Worldwide, used to pushing into new creative areas, has already embraced six-second video formats for promotions on Vine. The agency’s Oslo office already has branched out into disappearing messages on Snapchat.
These are almost safe ad plays—no-brainers. Still, clients are unsure of even these new modes of social media, says Joseph Cianciotto, DDB’s U.S. chief digital officer. It’s a challenge convincing brands only just now getting accustomed to Twitter that Whisper or Kik is worth a look. “Every dollar spent on Whisper is a dollar not spent on a known quantity,” Cianciotto says. “That is still nerve-wracking to a client.
To read this blog post in its entirety, click the link below
Link to Broadway Grosses for the week ending February 2, 2014:
1. The Book of Mormon – $1,641,717
3. The Lion King
4. Kinky Boots
1. The Book of Mormon – $1,660,267
2. The Lion King
4. Kinky Boots
5 Years Ago:
1. Wicked – $1,212,812
2. Billy Elliot
3. Jersey Boys
4. South Pacific
5. The Lion King
10 Years Ago:
1. The Producers - $1,347,155
3. The Lion King
4. Mamma Mia!
Opening this week:
Bronx Bombers – Circle in the Square Theatre – Thursday, February 6
Pageant – The Musical – Red Lacquer Club at Lucky Cheng’s – Monday, February 3
Almost, Maine – The Gym at Judson – Tuesday, February 4
Kung Fu – Signature Center – Tuesday, February 4
Love and Information – Minetta Lane Theatre – Tuesday, February 4
Philosophy For Gangsters – Beckett Theatre – Tuesday, February 4
Burlesque to Broadway – Gramercy Theatre – Tuesday, February 4
The Correspondent – Rattlestick Playwrights Theater – Wednesday, February 5
Little Me – New York City Center – Wednesday, February 5
Riding the Midnight Express – St. Luke’s Theatre – Wednesday, February 5
Bob Marley’s Three Little Birds – New Victory Theatre – Friday, February 7
The Faire – New York Theatre Workshop – Friday, February 7
Maverick Dance Experience – Baruch Performing Arts Center – Friday, February 7
Stage Kiss – Playwrights Horizons – Friday, February 7
Transport – Irish Repertory Theatre – Friday, February 7
The New York Mob Show – Arno Ristorante – Saturday, February 8