عنوان: Matching endorsements to endorsers
حلقة الوصل : Matching endorsements to endorsers
Matching endorsements to endorsers
The NY Times reports on speed dating of Youtube influencers and brands (and on newly relevant "moral turpitude" clauses concerning both parties):
Inside the Mating Rituals of Brands and Online Stars
By Daisuke Wakabayashi
"Recently at the Anaheim Convention Center, about 50 people entered a room decorated as a stylish lounge for a speed dating event. They moved from table to table every 20 minutes, exchanging small talk and getting to know each other.
But the participants were not looking for love. They were YouTube stars and marketing executives from companies like Uber and Amazon seeking an advertising union.
"Deals between big brands and viral online video performers, once an informal alternative to traditional celebrity sponsorships, are quickly maturing into a business estimated to reach $10 billion in 2020.
...
"As the attention and money paid to stars on sites like YouTube and Instagram balloon, the stakes for both them and the brands to find the right match are rising. The speed dating event, held during VidCon, the online video industry’s annual convention, was one way the two sides are testing each other out.
...
"Most advertising deals with YouTube or Instagram stars now include a “morality clause.” One such agreement, shown to The New York Times, stated that a creator would agree to take down any content within 12 hours if the brand determined that the talent had promoted a competing product, posted “racy content” on social media or performed “an act of moral turpitude.”
...
Increasingly, [an agent] wants the same right for his clients because they have just as much to lose if a company becomes embroiled in scandal, such as the right to take down a video sponsored by a company if that brand’s executives are caught sexually harassing staff."
Inside the Mating Rituals of Brands and Online Stars
By Daisuke Wakabayashi
"Recently at the Anaheim Convention Center, about 50 people entered a room decorated as a stylish lounge for a speed dating event. They moved from table to table every 20 minutes, exchanging small talk and getting to know each other.
But the participants were not looking for love. They were YouTube stars and marketing executives from companies like Uber and Amazon seeking an advertising union.
"Deals between big brands and viral online video performers, once an informal alternative to traditional celebrity sponsorships, are quickly maturing into a business estimated to reach $10 billion in 2020.
...
"As the attention and money paid to stars on sites like YouTube and Instagram balloon, the stakes for both them and the brands to find the right match are rising. The speed dating event, held during VidCon, the online video industry’s annual convention, was one way the two sides are testing each other out.
...
"Most advertising deals with YouTube or Instagram stars now include a “morality clause.” One such agreement, shown to The New York Times, stated that a creator would agree to take down any content within 12 hours if the brand determined that the talent had promoted a competing product, posted “racy content” on social media or performed “an act of moral turpitude.”
...
Increasingly, [an agent] wants the same right for his clients because they have just as much to lose if a company becomes embroiled in scandal, such as the right to take down a video sponsored by a company if that brand’s executives are caught sexually harassing staff."
وهكذا المادة Matching endorsements to endorsers
هذا هو كل المقالات Matching endorsements to endorsers هذه المرة، ونأمل أن توفر فوائد لكم جميعا. حسنا، أراك في وظيفة أخرى المقال.
كنت تقرأ الآن المقال Matching endorsements to endorsers عنوان الرابط https://notscrets.blogspot.com/2018/07/matching-endorsements-to-endorsers.html
0 Response to "Matching endorsements to endorsers"
إرسال تعليق