ABC Partners HuffPost To Explore Audio Ads On Amazon Echo And Google Home

What Happened
ABC is teaming up with The Huffington Post to explore audio ads delivered via the voice=based interfaces of Amazon Alexa and Google Assistant. Aiming to promote the launch of the upcoming season of “American Crime,” the Disney-owned network will work with HuffPost to integrate content into the publisher’s existing Daily Flash Briefing on Amazon Alexa and Weekly News Quiz on Google Home throughout March.

What Brands Need To Do
This partnership marks one of the first advertiser integrations into an existing conversational skill. By plugging American Crime within HuffPost’s news briefing skills, ABC devices a winning strategy to reach an informed and socially invested audience demo via Google Home and Amazon Echo devices. As Amazon and Google begin to build an ad model on their virtual assistant services, it is important that marketers start to develop a conversational strategy and find the right partners to deliver their brand messages.

How We Can Help
The Lab has extensive experience in building Alexa Skills and chatbots to reach consumers on conversational interfaces. So much so that we’ve built a dedicated conversational practice called Dialogue. The “Miller Time” Alexa Skill we developed with Drizly for Miller Lite is a good example of how Dialogue can help brands build a conversational customer experience, supercharged by our stack of technology partners with best-in-class solutions and an insights engine that extracts business intelligence from conversational data.

If you’d like to learn more about how to effectively reach consumers on conversational interfaces, or to leverage the Lab’s expertise to take on related client opportunities within the IPG Mediabrands, please contact our Client Services Director Samantha Holland (samantha@ipglab.com) to schedule a visit to the Lab.

 


Source: AdAge

Messaging App Tango Launches Brand Channels

Today Tango, a messaging app with over 200 million users globally, launched a plug-and-play solution for brands called Channels.  It functions similarly to a Facebook brand page– a user follows a channel and then can view content like photos and video within a news feed.  Launch partners include Spotify, Huffington Post, TechCrunch, Cheezburger, Dailymotion, and OK Go.

The fact that TechCrunch, an authority on emerging tech, is betting early on Tango and messaging apps is perhaps the best indication that this is a noteworthy opportunity for media owners and brands.  As further proof: only two hours after launch, Spotify’s Tango channel already had close to 25,000 followers and over 2,000 likes and 450 comments on its morning playlist posting.

As we mentioned in our recent white paper on the messaging app space, Tango is in many ways an outlier compared to the competition.  Unlike popular millennial chat apps like Kik and Snapchat, its demographic skews heavily towards 25-50+ and proves that messaging is a phenomenon impacting all age groups.  With close to 70 million users in the US, Tango has a great audience that has already proven itself very receptive to interacting with games and music on the platform.

Tango is also arguably the most brand friendly of the messaging apps, and has found success with a native ad product leveraged by companies like Dunkin’ Donuts, eBay, Spotify and others to drive app installs.  In all likelihood these ads will also become a popular way for brands to attract subscribers to Tango Channels in the future.

Channels are currently free for brands to set up, so for companies looking to experiment with messaging app marketing there’s little risk involved in this opportunity. For now Tango houses the channels tab at the top of every user’s newsfeed. Once you click into it, you can search five primary categories: Entertainment, News, Sports, Music, and Funny & Cute.  To see the program in action for yourself, click here to download the app or watch the official Channels intro video.

 

Social media…Revolutions online and offline

The People of Iran (Lewishamdreamer via Flickr)
When Iran had their most recent popular revolution in 1979, people around the world had no 24 hour news source to convey what was happening. CNN would be launched the following year by Ted Turner so coverage was limited to shows like ABC’s Nightline (which was created in response to the hostage crisis which grew out of the uprising) and the regularly scheduled network new programs, as well as the daily newspapers like The New York Times and newsweeklies like Time magazine. The Internet? A gleam in Al Gore’s eye.

Now there are the stirrings of what might turn out to be another popular revolution inside Iran and newsjunkies have skipped a whole generation ahead, past the 24-hour news channels which mostly filled their weekend schedules with less-expensive canned programming, and have gone straight to Twitter and the Huffington Post.

Read full article on Searchviews.