How MTV is working with influencers and brands for the VMAs

How The Hill is using Snapchat to cover the presidential race, 'Cannibalism of Snapchat': Agencies react to Instagram's new live Events channel, DCN’s Jason Kint: Ad blocking can benefit publishers, [Digiday Daily] Viacom and MTV have recruited social influencers to create content surrounding the upcoming Video Music Awards — and have [gotten show sponsors like Trojan in on the action as well]. If you follow The Hill on Snapchat, you are probably a politics junkie. You are also getting a[case study in how to grow on a platform where most of one's audience isn't]. Last week Instagram announced a live events channel, which is the second time in recent weeks that the platform has cloned a Snapchat feature. Agencies weigh in on the feature, the consensus being that[it will "help our brands be more visible."] The general consensus is ad blocking is a plague for publishers already fighting a market flooded with options and increasingly dominated by platforms. But there's an alternative narrative, floated by DCN's Jason Kint: [Ad blocking will lay waste to a distorted ad market]. Trinity Mirror is on a mission to drive up programmatic yields and retain control of monetizing off-platform. So far it's increased its overall programmatic yields by 40 percent. [Here's how]. The Jimmy's Iced Coffee is an unlikely brand success story in the U.K. We caught up with Jim Cregan to [find out how the "P.I.M.P of the FMCG"] does it. When it comes to influencers, who should brands hire? Where should they engage? How should they measure success? [Stop spinning. WTF is here to help.] [Sponsor content by TapInfluence]   [TLDR Title]   [How MTV is working with influencers and brands for the VMAs] Sahil Patel Last year's VMAs were the most-tweeted program of all time. It's why advertisers of all stripes — from Trojan to Starbucks — are working with MTV and Viacom's in-house agency Velocity Content Network to produce social, influencer-led content tied to the awards show. Trojan, for instance, sponsored an eight-part video series about proper sex and relationship etiquette. In addition to the full episodes on YouTube, shorter social content was created for Snapchat, Twitter and Instagram. [How The Hill is using Snapchat to cover the presidential race] Max Willens The Hill, a hardcore politics news publisher, might not seem like a natural fit for Snapchat. But the site’s director of emerging media, Taylor Lorenz, sees potential far beyond the brand-building it’s doing now, and it’s relying on a mixture of content partnerships and approachable tone to build its brand with much younger readers. Advertisement [Top Ad]   [Get the complete guide and glossary to influencer marketing] [Get the complete guide and glossary to influencer marketing] Sponsored Content TapInfluence [Digiday Content Marketing Summit] [Digiday Content Marketing Summit] August 23-25, 2016   ['Cannibalism of Snapchat': Agencies react to Instagram's new live Events channel] Ross Benes Last week, Instagram announced a live events channel, which is the second time in recent weeks that the platform has cloned a Snapchat feature. Social media directors at several agencies said that the new channel will be most useful to brands at events they're sponsoring or attending. They speculated that Instagram is getting people used to the channel before it inserts ads, allows brands to sponsor events, or incorporates hashtags into the channel. [DCN's Jason Kint: Ad blocking can benefit publishers] Brian Morrissey Jason Kint, head of publisher group Digital Content Next, believes the ad blocking crisis is a terrible opportunity to waste. This is a chance for publishers, leaning on their direct relationship with their audience, to take back power from the array of tech intermediaries and platforms that have siphoned off most of ad revenue. [Webinar: Learn how the world's top brands are maximizing email's impact] Sponsored Content IBM Marketing Cloud Join us on August 25 to learn how to build a world-class email marketing program. You'll need to know how you measure up when it comes to opens, clicks, engagement and list churn - and how you can improve performance in areas that are falling short. Jay Jhun, Account Director at IBM, will dive into the data from IBM Marketing Cloud's exclusive "2016 Email Marketing Metrics Benchmark Study," a performance analysis of emails sent by nearly 3,000 brands. Reserve your spot today. Can't make it? Register anyway and we'll send you the recording afterward. Sponsor content by IBM Marketing Cloud. [How Trinity Mirror raised its programmatic ad yields by 40 percent] Jessica Davies Trinity Mirror is on a mission to drive up programmatic ad yields, and it’s using a mix of methods to do so. Its relatively new programmatic team has been using data insights as a lead generation tool to court big brands like Nestle. It’s also assigned people dedicated solely to monitoring yield optimization on Facebook’s Instant Articles and Google AMP. The publisher’s programmatic director Amir Malik said header bidding is also proving lucrative, despite only being a “plaster” to the gaping wound programmatic has created in revenue. [Programmatic pro tips: How forecasting can help round up scattered demand] Sponsored Content PulsePoint With a host of new programmatic demand sources, it can feel almost impossible to balance direct-sold inventory with this higher-priced demand. But programmatic happened, so embrace it. Tactics like header bidding create powerful new programmatic demand sources that boost your revenues more than the open market. Try thinking of these new changes the same way I thought about puberty: as an opportunity. Sponsor content by PulsePoint. 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