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<ul class="summary-list"><li>The Calm app had some prime advertising space on Election Day.</li><li>It bought ad blocks on CNN, ABC, and Comedy Central to give viewers "30 seconds of silence."</li></ul>President-elect Donald Trump <a target="_blank" href="https://www.businessinsider.com/trump-2024-election-win-5-stats-to-explain-result-2024-11">cruised to victory</a> on election night, and dozens of breaking news alerts went live as swing states were called. <a target="_blank" class="" href="https://businessinsider.com/guides/tech/what-is-calm-app">Calm</a>, a mental fitness company that creates meditation products on its subscription-based app, decided to buy some advertising space — and give viewers some respite from the news. The company purchased 30-second blocks on CNN, ABC, and Comedy Central from 5:30 p.m. to 1:15 a.m. ET on election night. The advertisement involved a video with the message: "We bought this ad space to give you 30 seconds of silence. Yep, just silence."That was followed by a "you're welcome" and the Calm logo."Particularly, we know Election Day (and week) comes with a lot of noise — from breaking news alerts to election results and political ads," a Calm spokesperson told BI."We wanted to meet people where they were with a real-time moment of calm, delivered through an unexpected 15 to 30-second silent ad break between the updates and alerts," the spokesperson added.This isn't Calm's first go at election-related ad content.Calm sponsored the CNN Key Race Alerts in 2020. It also moved push notifications to its users during the <a target="_blank" class="" href="https://www.businessinsider.com/what-happened-biden-trump-debate-takeaways-2024-6">June presidential debate between Trump and President Joe Biden</a>.Halfway through the debate, the app sent a notification that read: "The 45-minute mark. Exhale. Sip some water. Maybe play some rain sounds."<h2 id="c829f2a5-e867-4362-8719-de8c8a28ac1d">Marketing experts give Calm's advertisements an A+</h2>Marketing professors say that the advertisements were well-timed and placed."In marketing, what brands, products, services, and organizations try to do is meet the consumer, at the right time, with the right message," said Americus Reed, a marketing professor at The Wharton School. "This initiative from Calm checks all three boxes, nicely.""It's a very good idea to step in at a moment where solving a problem with Calm's value proposition will resonate with a large amount of the country," Reed added.Pauline Brown, a marketing professor from Columbia Business School, said: "All in all, I give this campaign an A+ for its ability to break through the advertising clutter of the last few days with a fresh, relevant, and, dare I say, calming message."

The Calm app bought ad blocks on CNN and ABC on election night to give viewers '30 seconds of silence'

<ul class="summary-list"><li>ESPN replaced retired NBA reporter Adrian Wojnarowski with Shams Charania.</li><li>Burke Magnus, who made the hire, spoke about his talent strategy after layoffs.</li></ul>As many basketball fans have likely heard, the latest major NBA signing is <a target="_blank" href="https://x.com/ShamsCharania/status/1843349414066434182">Shams Charania to ESPN</a>.The 30-year-old scoop master is replacing Adrian Wojnarowski, the genre-defining NBA reporter <a target="_blank" href="https://affiliate.insider.com?h=0d836ca8cdfccb54e74d1d01162de6e1df6f7c5ca0ecc73e5157bc08666e13a8&amp;postID=6706ee770c43543ec7b27da5&amp;postSlug=espn-nba-shams-charania-adrian-wojnarowski-talent-strategy-burke-magnus-2024-10&amp;site=bi&amp;u=https%3A%2F%2Fwww.espn.com%2Fnba%2Fstory%2F_%2Fid%2F41313868%2Fadrian-wojnarowski-retires-espn-joins-st-bonaventure">who had unexpectedly retired from the news-breaking business</a> three weeks earlier. ESPN's star free-agency deal came at the right time, as the NBA season tips off on October 22.Charania — who just left The Athletic and had previously been at Yahoo Sports — looks to be a natural fit at ESPN, and not just because of his news-breaking talent. Those who made the hire are fired up since he's young, popular on social media, and has cross-platform experience."It felt like it was a perfect way to solve this problem," said Burke Magnus, ESPN's head of content, in an interview with Business Insider on Wednesday.It's worth noting that the wunderkind reporter wasn't the only candidate to replace Wojnarowski, his former mentor. Magnus said that the sports-media giant had considered filling the role internally — either with its current NBA reporters, or even with MLB guru Jeff Passan."We considered redefining the role, and we talked about a variety of options there," Magnus said. He later added: "Jeff was a unique person because he could have easily, in my opinion, changed sports and ultimately been very, very good at NBA the way he is at baseball. But it would've been a lifestyle change for him."There are no such questions with Charania, who will be as busy as ever at ESPN. When he's not breaking news through social-media posts, he'll write stories, pop on shows like "NBA Today" and "NBA Countdown," and host a podcast, Magnus said.It may initially seem counterintuitive to give away Charania's scoops, which are what he's paid to produce, for free on social-media platforms. But scoops are very difficult to paywall since breaking news can travel instantly, so Magnus hopes that Charania's posts will act as a top-of-the-funnel mechanism that brings his followers to ESPN's platforms for deeper analysis."X seems to be the preferred platform of news-breaking, but then it's quickly repurposed and amplified through our own ESPN-branded social platforms," Magnus said. "A companion article quickly follows on <a target="_blank" href="https://affiliate.insider.com?h=40e91bc85d7720658d89284e76d9e67d8bbbf54a0cc384480558c3e0448ce0ce&amp;postID=6706ee770c43543ec7b27da5&amp;postSlug=espn-nba-shams-charania-adrian-wojnarowski-talent-strategy-burke-magnus-2024-10&amp;site=bi&amp;u=http%3A%2F%2Fespn.com">espn.com</a> and the app. Depending on what time of day it is, the person can zoom into a relevant show on linear television, and it just kind of goes from there."Well-known reporters like Charania can also provide a halo effect for ESPN's brand. After all, it would be hard for ESPN to call itself "The Worldwide Leader in Sports" if it always got scooped on stories.<h2 id="3b8367cb-42b2-4758-bde6-1b6d3e2ab151">'It is the stars that cut through'</h2>Charania is joining a new-look ESPN headlined by outspoken stars with big personalities, like Stephen A. Smith and Pat McAfee. These two popular pundits <a target="_blank" href="https://www.washingtonpost.com/sports/2024/08/29/espn-stephen-a-smith-pat-mcafee/">have an outsized sway at ESPN</a>, as was clear at the sports giant's media day in late August.Magnus referenced this dynamic after <a target="_blank" href="https://www.hollywoodreporter.com/business/business-news/espn-content-overhaul-burke-magnus-1235984414/">ESPN's recent reorganization</a>, which includes a Sports News &amp; Entertainment team led by Dave Roberts."It certainly is about big personalities who fans gravitate towards, sort of the Howard Cosell — 'you love 'em or you hate 'em, but you still watch 'em' dynamic," Magnus said. "That's 'Get Up' with Greenie [Mike Greenberg], and that's 'First Take' with Stephen A., that's Pat's show, etc."As ESPN <a target="_blank" href="https://www.businessinsider.com/cable-tv-bundle-decline-disney-espn-flagship-streaming-media-strategy-2024-9">fights against the decline of pay TV</a> and <a target="_blank" href="https://www.businessinsider.com/espn-streaming-disney-venu-sports-bundle-business-strategy-john-lasker-2024-8">embraces the rise of streaming</a>, it must make tough decisions — and that includes layoffs.In the last few months, <a target="_blank" href="https://www.nytimes.com/athletic/5796820/2024/09/26/espn-layoffs-zach-lowe/">veteran NBA reporter Zach Lowe</a>, <a target="_blank" href="https://www.nytimes.com/athletic/5703445/2024/08/15/espn-fires-robert-griffin/">host Samantha Ponder, and analyst Robert Griffin III</a> each were let go. Magnus insisted that pay, not performance, was behind the recent talent turnover."You can look at the talent over the last two years, and I don't think there's anybody on the list where I was like, 'Oh, well, we're not going to miss them,'" Magnus said. "These are really, really hard decisions that are necessary for us to operate the business and hit the financial expectations that we have."While it may seem like ESPN is shifting toward a barbell strategy with well-paid star personalities balanced out by interchangeable hosts, Magnus pushed back against that idea.The ESPN content president said he wants shows like "SportsCenter" to be more personality-driven and less focused on commoditized highlights and top stories."It's kind of back to the future in that regard," Magnus said. "We're going to put a renewed emphasis on talent and personality around 'SportsCenter' — the way it used to be."For all the coming and going at ESPN, including Woj and Charania, some things never change."It is the stars that cut through," Magnus said.

ESPN's head of content explains why ace news-breaker Shams Charania was a must-hire after Woj's sudden exit

<ul class="summary-list"><li>Artificial intelligence is now the top priority for major tech firms.</li><li>Software engineers know they need to do more than just code to stay relevant in the AI era.</li></ul>Software engineers know that the days of simply being able to code are behind them.After all, artificial intelligence taking over jobs is not new — numerous tech giants over the past two years announced that they were axing jobs to focus more on artificial intelligence development.Last year, Google <a target="_blank" class="" href="https://www.businessinsider.com/google-layoffs">slashed 12,000 jobs</a> — 6% of its then workforce — as the company began shifting its priorities toward AI.In May 2023, IBM announced that it would <a target="_blank" class="" href="https://www.businessinsider.com/dropbox-ibm-google-big-tech-companies-ai-in-layoff-memos-2023-5#ibm-4">pause hiring for roles that could be replaced by AI</a>. The affected roles, which amounted to 26,000 jobs, included those in human resources and other non-consumer-facing departments.But AI has had a direct impact on software engineers, too.Although AI has helped to increase their productivity by helping to debug and generate code, software engineers that Business Insider spoke to said that they expect the industry to shrink simply because it doesn't need as many workers as they do today.This, they said, means they have to work smarter if they want to keep their jobs. <h2 id="46fa40b7-28ed-4cdd-8b6b-706f096a4034">AI will push companies to have leaner software engineering teams</h2>Arpita Kaushik, a data scientist at Rocket Mortgage, told BI that AI tools like <a target="_blank" class="" href="https://www.businessinsider.com/category/chat-gpt">ChatGPT</a> and <a target="_blank" class="" href="https://www.businessinsider.com/codex-github-copilot-chatgpt-openai-productivity-2023-3">Github Copilot</a> do a lot of the "heavy lifting" for workers like her.This meant that companies could get by with leaner teams without compromising on output, she said."I think there will be a change in the way a software engineer works, and instead of five software engineers you might need four in future," she said.Kaushik's point was echoed by Aditya Swami, who heads product development efforts at Hatcher+, a venture capital firm in Singapore. In fact, Swami said that shrinking headcounts will be even more apparent in bigger companies."That's going to happen," he said. "As an industry, it's going to shrink, and only people who really understand what they're doing are going to survive."<div type="image" title="Aditya Swami, the head of product development at Hatcher+, a venture capital firm in Singapore." height="1308" width="1744" msid="112124499" hostid="261" sizebytes="68710"></div>And the problem isn't just about there being fewer jobs available. Kaushik said the rise of AI means that the bar for hiring is much higher now for interns and entry-level software engineers."Those people have to stretch their limits; they have to do a little bit of senior-level roles even at the starting of their careers," she added. "Because the basic things they could do, now they could do with AI."<h2 id="4a757fb3-2ca9-47b0-9289-f9f9d5df76dc">Don't say goodbye to technical skills just yet</h2>However, software engineers who think they can rely on AI to solve their problems may be disappointed to learn that one's technical abilities still matter.Swami from Hatcher+ said that he still expects his engineers to have strong coding skills, be able to understand code and explain what they are doing.He said that people who studied software engineering before the rise of AI tools have a stronger foundation because they have "written code from scratch.""The biggest problem right now is that the AI large language model hallucinates. It's not correct 100%, only 50 to 60% of the time," he said. "You still need to be very careful.""When it comes to an interview, you should be able to explain line by line what the code is doing. That's still very important, that hasn't changed," he said.Adrian Goh, cofounder of <a target="_blank" class="" href="http://www.nodeflair.com/">NodeFlair</a>, a job board for tech professionals in Asia, told BI that one's technical foundations have only become more important in the age of AI."Companies value engineers with strong fundamentals who are dedicated to continuous learning and self-upgrading. These qualities ensure adaptability to evolving roles and technologies," Goh said.<h2 id="191cb370-2c56-496c-853d-944ad10d0412">A computer science degree is still far from useless</h2>Academics BI spoke to also said the rise of AI has not diminished the value of a computer science degree and the technical skills that come with earning it"Computer science is not just about AI," said <a target="_blank" class="" href="https://www.comp.nus.edu.sg/~kanmy/">Kan Min Yen</a>, an associate professor of computer science at the National University of Singapore."Proper development and use of AI still require fundamental knowledge of software engineering, data management, and security, all tenets of a holistic computing education," he added.While some may think that tools like GitHub Copilot will render them obsolete, Kan said such concerns may be overblown.Software professionals, he said, could still add value by understanding the limitations of AI tools and how to troubleshoot them."You would go to a mechanic to fix a car and to someone who knows the math and training methods for large language modules to fix and diagnose problems with LLMs, such as ChatGPT," Kan explained.<a target="_blank" class="" href="https://dr.ntu.edu.sg/cris/rp/rp00698">Bo An</a>, who heads the AI division at Singapore's Nanyang Technological University (NTU), said that "the core value of a CS degree remains robust," and advancements in AI do not erode the value of a CS degree.An added that foundational knowledge in "algorithms, data structures, software engineering, and other critical areas" is essential for advancing AI technologies.<h2 id="ed831ea3-0022-49b8-bcaa-0e5519f42de1">Aspiring software engineers need to embrace AI and work on their own projects to stay ahead</h2>That said, software engineers looking to score a job in software engineering must strike a tricky balance between integrating AI into their workflows and honing their fundamentals.<a target="_blank" class="" href="https://www.businessinsider.com/harvard-computer-science-professor-prisoners-use-phones-cs50-free-class-2023-1">David Malan</a>, a computer science professor at Harvard, told BI that AI tools could be a plus for aspiring software engineers who know how to leverage them."In the near term, AI is posed to amplify the impact of individual software engineers," Malan said. "Consider just how many more features they can implement, how many more bugs they can fix if they have a virtual assistant by their side."Malan also advised job seekers to continue building up their portfolio of projects if they haven't already.Working on your own projects, he said, could come in handy during interviews when employers want to see how candidates approach problems."Continuing one's education beyond school, whether formally or informally, forever expanding your own knowledge and skills, can certainly help too," Malan said. "There will always be something new to learn."Tejas Rajagopal, a recent computer science graduate from NTU, said he's been trying to expand his skillset to strengthen his chances of landing a job."You can't just go to classes, watch lectures, do tutorials, and expect to be useful out there," Rajagopal said. "Because if you haven't really done any projects, built anything up by yourself, your education probably won't be adequate."

In the age of AI, there's no future for workers content with being code monkeys — and they know it

<ul class="summary-list"><li>Jack Edwards, who calls himself "YouTube's resident librarian," has amassed 1.3 million subscribers.</li><li>He's built a business that includes brand deals, speaking gigs, and YouTube ad revenue.</li></ul>Last year, the Booker Prize — one the UK's biggest literary fiction awards — was livestreamed not only on BBC's Radio Four, but also on YouTube. Hosting the livestream was <a target="_blank" href="https://www.youtube.com/@jack_edwards">Jack Edwards</a>, one of the country's most popular BookTubers.As the self-proclaimed "resident librarian" of <a target="_blank" href="https://www.businessinsider.com/how-much-money-youtube-pays-for-1000-views-creator-rpm">YouTube</a>, Edwards has amassed 1.3 million subscribers on his main channel and almost half a million on a second one with videos discussing books and reading.But while he's recently built a reputation as a BookTuber, Edwards didn't start his <a target="_blank" href="https://www.businessinsider.com/how-much-youtube-pays-for-one-million-subscribers">YouTube</a> career with book videos. Between 2015 and 2020, he was more of a college YouTuber, publishing content about university life and studying tips. When the pandemic hit, and he found himself at home from school, Edwards decided to focus his content on reading, one of his lifelong passions.His pivot came at a magical time in social media, when people were spending more time at home consuming content, and <a target="_blank" href="https://www.businessinsider.com/tiktok-changes-book-publishing-marketing-author-careers-2023-5">BookTok</a> — the book-focused TikTok phenomenon that swept the publishing industry — was starting to gain traction.BookTok has been credited with helping generate the <a target="_blank" href="https://www.businessinsider.com/tiktok-book-sales-2022-booktok-romance-colleen-hoover-2023-2">highest sales in US publishing</a> in 20 years. It has allowed some <a target="_blank" href="https://www.businessinsider.com/how-author-landed-six-figure-book-deal-thanks-to-tiktok-2022-4">authors</a> to skyrocket to fame and boosted the careers of creators who review books. Edwards was already present on TikTok and other social-media platforms from his college-focused content days, and slowly began to pivot his content toward books there, too.To ensure he stood out in the crowded <a target="_blank" href="https://www.businessinsider.com/how-authors-and-publishers-are-using-tiktok-to-sell-books-2022-2">BookTok</a> niche, Edwards prioritized concept-based videos and made bespoke content for each platform he posted on to cater to different social-media users."The way to succeed online is to be able to offer people something that they can't get anywhere else," he said. "The content people were generally making on BookTube was 'Books I want to read in April,' and then 'Books I read in April.' By mid-May, that content is no longer relevant. A lot of the content wasn't evergreen."Instead, Edwards tried to tap into pop-culture moments, like analyzing book recommendations from celebrities like Harry Styles or <a target="_blank" href="https://www.businessinsider.com/category/taylor-swift">Taylor Swift</a>, or books mentioned in popular TV series like HBO's "The White Lotus" or "The Simpsons.""I hope these are just as interesting to watch today as the day that I uploaded them because they're still interesting as concepts," he said.<h2>Sponsored book reviews are not really a thing, so diversification is key to the business</h2>Building a business as a BookTuber — or a book creator on any platform — can be tricky.It's uncommon to strike <a target="_blank" href="https://www.businessinsider.com/top-ways-to-make-money-as-content-creator">brand deals</a> with publishing houses, for two reasons: publishing budgets for influencer marketing are lower than in other verticals, despite the BookTok phenomenon giving book creators a high level of credibility; and most importantly, a sponsored book review wouldn't come across the same as a genuine, unpaid-for reaction."The authenticity is the framework that we build everything else from," Edwards said.For Edwards, that's meant that brand deals have come from fields "tangential" to reading: he's partnered with language-learning company Lingoda, with Listening.com (a tool that turns written words into audio), and with the online-learning platform Skillshare."I've also had some really exciting partnerships that I never expected," Edwards said. "I have a partnership with Valentino. It's been so magical to see how the storytelling of fashion collides with the storytelling of literature."While most of his income is built on brand deals and AdSense —YouTube's <a target="_blank" href="https://www.businessinsider.com/how-much-money-youtube-pays-for-1000-views-creator-rpm">ad-revenue share program</a> — Edwards has also been exploring other avenues to diversify his business, especially presenting and public speaking."If YouTube was my only platform and it shut down today, I would be stuck," he said. "It's been important for me to make sure that I'm still pursuing things in mainstream media and in other avenues, and networking."Recently, he hosted a <a target="_blank" href="https://www.youtube.com/watch?v=VbMN8qT1yVU">Q&amp;A</a> with the cast of the Netflix show <a target="_blank" href="https://www.businessinsider.com/one-day-cast-where-you-know-cast-who-they-play-2024-2">One Day</a> — based on David Nicholls' bestselling novel of the same name — as well as the Booker Prize livestream.<div type="image" title="Jack Edwards attends the World premiere of &quot;Argylle&quot; at Odeon Luxe Leicester Square on January 24, 2024 in London, England." height="2626" width="3502" msid="108080769" hostid="261" sizebytes="473696"></div><h2>It's been hard to give up creative control, but the business is reaching a tipping point</h2>In the eight years he's been creating content, Edwards hasn't hired much help — he's always been his own on-screen talent, scriptwriter, video editor, and <a target="_blank" href="https://www.businessinsider.com/job-diary-teenage-professional-youtube-thumbnail-designer-2022-8">thumbnail designer.</a>"I find it really hard to think of it as a business. There's always this disconnect in my brain where I think this is just me talking to the viewers," he said. "Anything that comes between that is something I feel very reluctant to partake in."The only outside support he's received has been from his <a target="_blank" href="https://www.businessinsider.com/top-influencer-agents-managers-database-youtube-instagram-tiktok-2020-6">management</a>, which takes care of his partnerships and business deals.But as his channel continues to grow, he thinks it may be time to bring on an extra person to take some of the workload and help him maximize output.The one thing he won't forego is the actual reading — he treats it like the core part of the job, and he said he spends most of his days in the library plowing through novels and essays."One time I reviewed a book on my channel when I still had a hundred pages left, and the amount of anxiety that gave me, I could never talk about anything that I haven't actually read," he said. "There has to be the emotional response. It will always, always be me who's doing all the reading, and it'll always be my response to the books."

How YouTuber Jack Edwards went from making college content to becoming a top book creator

<ul class="summary-list"><li>LinkedIn is boasting a record number of members, with Gen Z driving user growth.</li><li>Creators build followings with strong insights, and brands are taking notice.</li></ul>One of my favorite TikTok and Instagram creators is Jordan Davis (@jordanreviewsittt). His workplace humor videos hit home for me — a fellow corporate millennial who has experienced the highs and lows of in-office and remote work.The clips that live in my head rent-free are his satirical videos about the weird world of LinkedIn.I'm not alone (and, full disclosure, I am a LinkedIn Top Voice). "They're a crowd favorite," Davis told me via email. "I get messages nearly every day asking me to make more."One video from April 2023 pokes fun at "LinkedIn influencers," part of a new-ish class of primarily B2B content creators who post career advice and other business-related content, which can sometimes be self-congratulatory and borderline ridiculous. It was captioned simply with the word "Cringe."A few months later, Bloomberg gave the opposite assessment of the platform, declaring that "LinkedIn is cool now." Other news outlets followed, all citing LinkedIn's resilience amid the upheaval at rival social platforms and its content shift from professional to more personal.Cringe or cool, there's no denying that LinkedIn had a banner usage year in 2023. In 2024, the platform is poised for more growth - and LinkedIn creators will play a major role in its development.<h2>There's a lot to like about — and on — LinkedIn</h2>At a time when people are posting less on social media, LinkedIn seems to buck the trend: Last year, the company hit 1 billion worldwide members, surpassed 500 million newsletter subscribers, and saw a double-digit increase in content shared.Gen Z is driving LinkedIn's user growth, with monthly US Gen Z users expected to rise by 13.7% in 2024, per Insider Intelligence. It makes sense: LinkedIn is a must for job-seekers and older Gen Zers have started to enter the workforce.Still, 72% of LinkedIn's 78.6 million US users are millennials or older, per Insider Intelligence, and it's their content that likely fills most users' feeds. As any platform with an older audience can attest to — I'm looking at you, Facebook — that inevitably means content younger consumers will deem cringeworthy.LinkedIn's AI content tools, which have helped spur engagement, have unintentionally contributed to the weirdness: This week, LinkedIn prompted a creator economy expert to contribute to an AI-powered "Collaborative Article" titled "How Can You Use Quantum Computing to Optimize Conference Scheduling?" (What?)But if you scroll past the virtual work high-fives, AI stumbles, or "crying CEO" videos, there's plenty of high-value content on the platform.Most of that content comes from LinkedIn creators, many of whom have built strong followings and some of whom are monetizing their audiences. These aren't the "LinkedIn influencers" we love to hate, but rather industry experts who are sharing their takes on industry news, actionable professional advice, and AI tips and tricks.The Microsoft-owned platform is investing heavily in surfacing that content through algorithmic changes that demote work anniversary posts and by featuring creators in the News tab and push notifications. The potential of a "Top Voice" badge encourages industry experts to keep churning out relevant content.Some disillusioned "cool kids" from X (formerly Twitter) have also joined LinkedIn, albeit begrudgingly.Last year, a well-known tech journalist considering leaving X asked me if he had to be on the platform. He's still not convinced, but many others are, helping LinkedIn pick up some of the users and business content Twitter was known for.<h2>"Cringe" can be lucrative</h2>Heavy LinkedIn users aren't just older, they're also well-educated. Per Pew Research Center, 60% of users who regularly get news on LinkedIn have a college degree, a higher share than on any other social app. In other words, LinkedIn's core audience isn't as young or trendy as TikTok's, but they probably have higher-paying jobs and more money to spend.Marketers are taking note. While LinkedIn has long been central to B2B social marketing strategies, B2C marketers are increasing investment, driving up ad prices and spending. Insider Intelligence expects LinkedIn's US ad revenues to rise by 14.1% to $4.56 billion this year. That's a sliver of Meta's $62.70 billion in US ad revenues, but it's more than double that of Snap and over 4 times that of X.Meanwhile, CEOs, CMOs, and even Snoop Dogg leverage the platform to build personal brands and elevate their companies.Many companies are also courting the creators those C-level executives are trying to emulate with brand deals, speaking engagements, and by sponsoring their newsletters or online courses. Agencies dedicated primarily or solely to LinkedIn will crop up to facilitate those partnerships.The foundations are there for an ecosystem of paid, organic, and creator marketing on LinkedIn that's set to surge in 2024. LinkedIn has a strong incentive for making it work: The company makes much of its revenue through subscription recruiting tools, but as hiring cools both due to AI and broader economic trends, marketing will play a bigger role in driving its business.Still, the path to success both on and for LinkedIn has roadblocks. While Davis says he "doesn't dislike the platform", the popularity of his LinkedIn parody videos shows that the platform still has plenty for people to cringe at.

We love to hate on LinkedIn. Audiences and ad dollars keep rolling in.

<ul><li>Over the years, Pepsi has gone through several brand transformations to stay relevant.</li><li>We try to dissect GenZ and Millennials’ behaviour with a brand that has catered to young generations since its inception.</li></ul>North-American beverage and snacks maker PepsiCo started its operations in India in 1989. Since then, many companies have launched in India. A few evolved with the changing tides and some failed to keep up with the curveballs in the shape of competition, macro-economic factors, technology and the ever-changing consumer behaviour and eventually, withered away. So, what has helped a traditional multi-corporation like PepsiCo and its flagship brand Pepsi avoid aging and stay young in a volatile environment? Clever advertising and marketing techniques. “The brand has always had its finger on the pulse of pop culture, and in turn, appealed to today’s generation through content which is relatable to them. Extensive consumer research over the years has helped us stay ahead of the curve and tell stories that resonate with them - whether it is through Bollywood, music or cricket. We have focused on creating engaging and relatable content for consumers around these passion points as we truly believe it is about creating content which they can interact with,” said a PepsiCo India spokesperson. Today, Pepsi is known as a brand that celebrates the sizzling swag of India’s youth. It reflects how GenZ and Millennials are armed with self-belief and confidence. Pepsi has gone through several brand transformations. Its iconic Dil Maange More where the cricketers would quench their thirst with a cool can or a young Shahid Kapoor or Shahrukh Khan would request for just one more sip of Pepsi won our hearts in the late 90s. Dil Maange More campaign also featured Rani Mukherjee, Kajol, Preity Zinta. <div type="Youtube" id="Aog_A-lqla4" title="Dil Maange More - Pepsi (shahid,rani,srk,kajol)" thumbUrl="https://i.ytimg.com/vi/Aog_A-lqla4/mqdefault.jpg"></div> <div type="Youtube" id="rgWHfgGL244" title="Pepsi- Yeh Dil Maange More" thumbUrl="https://i.ytimg.com/vi/rgWHfgGL244/mqdefault.jpg"></div> Another catchy but short-lived campaign that Pepsi came up with, in 2006 was ‘Oye Bubbly,’ which was also conceptualised by JWT. <div type="Youtube" id="pstROq1bdFA" title="Oye Bubbly video- Pepsi Ad- Shahrukh khan" thumbUrl="https://i.ytimg.com/vi/pstROq1bdFA/mqdefault.jpg"></div> In 2013, Pepsi changed its tagline to ‘Live it Abhi’ to encourage the youth to live in the moment. It featured Ranbir Kapoor, Anushka Sharma and Virat Kohli. <div type="Youtube" id="sLgWCwuHtS4" title="Pepsi – Time to Dikhao #LiveItAbhi" thumbUrl="https://i.ytimg.com/vi/sLgWCwuHtS4/mqdefault.jpg"></div> <div type="Youtube" id="hbOc01dx_W0" title="Pepsi – Crash the Pepsi IPL" thumbUrl="https://i.ytimg.com/vi/hbOc01dx_W0/mqdefault.jpg"></div> The tagline was tweaked to ‘Oh Yes Abhi!’ to represent the young, impatient audience, who believe in taking an action ‘now.’ It onboarded Priyanka Chopra Jonas and Mahendra Singh Dhoni to revamp its proposition. <div type="Youtube" id="goBKNZJYjNo" title="Pepsi IPL Oh Yes Abhi Priyanka Chopra Film" thumbUrl="https://i.ytimg.com/vi/goBKNZJYjNo/mqdefault.jpg"></div> In 2017, Pepsi changed its tagline to ‘Socha nahi ji gaya, Pepsi thi pi gaya.’(Didn’t think as I lived the moment, there was Pepsi so I drank it). <div type="Youtube" id="uzQEuGymtCU" title="Socha Nahi Ji Gaya – Fast Forward" thumbUrl="https://i.ytimg.com/vi/uzQEuGymtCU/mqdefault.jpg"></div> Pepsi’s summer bottle during this campaign was packed with a few popular words that the millennials used then such as #Swag, #Aande, #Bajao, #Boldaal, #Muah, #Fastforward, #Gatecrash, #Bawaal, #Kalti, #Wingit, #Panga, #Gocray and cuts across most Indian languages with expressions like #Joot, #Dhool, #Semma, #Takkaru, #Gethu and #Jollu in Tamil, #Flat, #Fatafati, etc. <div type="image" title="Pepsi muah" msid="81573608" hostid="261"></div> <div type="image" title="pepsi kalti" msid="81573617" hostid="261"></div> Pepsi’s campaigns are known for its star-studded ensemble cast. It has tried to feature country’s most-sought-after youth icons over the years. It also changes its packaging to reflect the pulse of the country. From changing its typography from minimalism to elaborate, in the last year, the brand has changed its marketing efforts to position itself as a ‘cool’ brand that drips swagger in every drop Under its latest campaign, Pepsi has worked with Tiger Shroff, Disha Patani, Badshah and most recently Salman Khan. It has also tweaked its packaging to connect with younger generations by incorporating its tagline ‘Har Ghoont Mein Swag.’ <div type="image" title="Pepsi swag bottle" msid="81573622" hostid="261"></div> With summer approaching in different parts of our country, Pepsi launched a new campaign with brand ambassador Salman Khan. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> On what inspired the brand to onboard Khan as its brand ambassador, the spokesperson said, “Salman Khan’s effortlessly cool attitude enables today’s generation to relate with him strongly and he resonates with the word, SWAG, in a way no one else can. He is known to have a strong connect across generations and genders, and his popularity, mass appeal and connect with the Indian audiences make him an ideal fit for a brand like Pepsi.” <cmsannotation type="cmsannotation" annotationid="Understanding GenZ and Millennials" text="Understanding GenZ and Millennials">Understanding GenZ and Millennials</cmsannotation> GenZ is said to have the attention span of a gnat, which is less than 8 seconds and Millennials have an attention span of goldfish. At the same time, they are becoming more aware of how advertising works and are able to separate grey from black. India also has the largest population of young people, making them an important target group for marketers. So, we asked Pepsi about the youth’s behaviour and what are some of the things that they expect from brands today. “In today's day and age, consumers expect their favorite brands to engage with them through meaningful experiences across different digital touchpoints. They no longer just want to buy things today but instead want to want to be associated with a brand’s identity - they want inspiration, emotion, drama, and an overall feel-good experience. Simply put, consumers want to step away from an interaction with a brand, feeling like they have gained something. It is no longer about a one-way presentation of the brand’s core product offering but more about the dialogue that a brand can start and the emotions it can evoke. Brands which keep these factors in mind while communicating with consumers are more likely to receive higher consumer attention and engagement,” said the PepsiCo India spokesperson. The brand also keeps a close eye on social media trends. “Another important aspect which has helped us connect deeply with consumers is moment marketing. Today’s generation appreciates when brands share topical content and that is why we have an ‘Always On’ social media strategy for Pepsi. Lastly, apart from topical content, we also identify hero moments at the beginning of the year which we would like to leverage, which are usually tied in with our campaign for the year,” shared the spokesperson. <cmsannotation type="cmsannotation" annotationid="Getting back to normal" text="Getting back to normal">Getting back to normal</cmsannotation> After going through a dry spell last year due to the lockdown, Pepsi has seen its demand picking up in the last few months. “As people adapt to the new normal and step out of their homes, we are slowly seeing positive sale movements from dormant segments. We are looking forward to the recovery and the return of pre-covid trends, especially as the summer season approaches. The demand has been robust in the last few months and to improve it further, we implemented strategies like the introduction of friendship packs that helped consumers who were looking for convenient options for at-home consumption, mainly in urban markets. In fact, At-home demand for beverages was leading the recovery trend over the last few months and we are hopeful that it is only bound to scale up. Moving forward, convenience will continue to be driving factors as we ensure both large and small packs of products across our categories are always available to suit various occasions and consumers across the country,” said the spokesperson. During the lockdown, Pepsi also shifted its marketing monnies to digital media and is now slowly getting back to its 360-degree approach. The cola brand has constantly reinvented itself to create experiences that connect with consumer passions, be it Bollywood, Music or Sports and this year, it would continue to focus on the same areas. Sharing some of the focus areas for this year, PepsiCo’s spokesperson said, “Driving consumer awareness and engagement through effective advertising has always been our priority. In 2020, we launched digital-first campaigns given online content consumption was at an all-time high. This year, with the external environment slowly opening up, our intent is to elevate our marketing game a notch higher to create a 360-degree surround. We will be pivoting our brand communication across mass pillars of choice like entertainment, sports, music and gaming through multiple mediums to reach consumers across the country. While we shall continue to leverage digital platforms, we shall also leverage other mediums especially TV and outdoor as they are gaining prominence.”

How Pepsi continues to stay relevant and connect with every generation

<ul><li><keyword id="8423341" type="UNKNOWN" weightage="20" keywordseo="dynamic-creatives">Dynamic creatives</keyword> are customised ads that optimise ROI automatically by providing relevant content for consumers. </li><li>These use dynamically assembled elements such as time, relevance, pace, context and call to action to serve up a customised ad based on consumer attributes. </li><li>We spoke to a few marketers and agency heads to find out how they are uniquely developed for each customer, the reason behind its rising demand, and scope for its growth ahead. </li></ul>Ever browsed online, abandoned the product in your shopping cart and saw an advertisement tracking you everywhere on your social media accounts? Or have you wondered why you're seeing products related to or similar as the one you were looking for, following you everywhere? These advertisements that are tailored in real-time to connect differently with each individual are called Dynamic Creatives. Srikanth Bureddy, Co-founder and Director, Valueleaf, defines it as a creative that connects differently to each individual. "It is a profile-based approach i.e., every individual sees something that is of interest to him/her," he explains. Brands are now making these dynamic creatives based not just on browsing habits but on weather, demographic data, location, device, webpage context, and user interest. And it is not just e-commerce. Auto-mobile, FMCG, Health Insurance and many more brands from different categories are opting for this new way of advertising. Sharing the modus operandi behind dynamic creatives, Vishal Rupani, Co-founder and CEO, says, “Typically, to create a dynamic ad, an advertiser designs a template with placeholders. The elements (such as images and text) inside the placeholder, change, depending on the context and the person to whom the ad is being served. A simple example of a dynamic creative is a banner where you can see the cricket score updating in real time during a live game. Here, the template is fixed but the text (score) keeps updating to show the latest information.” Agencies usually keep a set of assets pre-approved. They are plugged in the template basis a targeting algorithm and the creative is then built through an automated process. Prashant Verma, VP - Marketing, Grofers, shares an example of how it works with different customers. He says, “With a dynamic creative, you can show an ad with a discount coupon to a price sensitive consumer or with product review to a consumer with low brand awareness. Similarly, if you have a consumer who has a knack for consuming diet food, you can show her sequenced creatives on products such as muesli, cornflakes, chia seeds or protein supplement for a tailored experience.” Common Uses of Dynamic Creatives Dynamic creative, that initially started with product retargeting, has now evolved with time. Brands also use it to recommend related products to the originally browsed one ─ upselling other products users may be interested in ─ customised to where they are in the purchase cycle. “Several brands use dynamic creatives for sequential storytelling. Targeted to a specific audience, these ads have a structured narrative, and are displayed in a determined order and a defined frequency. It relies on users consciously interacting with the brand, which is then tracked and used by brands to optimise and personalise campaigns further,” shares Rupani. When the Vivo V7 phone launched, mCanvas created a mobile-led dynamic creative campaign to promote it. The creative was targeted to phones with specifications that were lower than Vivo V7. The content of the creative was generated in real time such that it showed the targeted phone’s specifications and then asked users to learn about Vivo V7. Telling us what worked for the brand, Rupani said, “Given the high level of personalization and relevance, users engaged better with the creative and spent significantly higher amount of time interacting with the brand narrative. “Similar to Vivo, we recently created a dynamic creative campaign for Aditya Birla Health Insurance, which specifically targeted Delhi users. To create awareness about the effects of smog on health, the ad used real-time weather data to showcase the then current AQI of Delhi,” adds Rupani. Reason behind the rising demand What attracts brands the most about these creatives is that they can optimize ROI automatically. All they have to do is provide relevant content for each consumer by observing their behaviour. Puneet Gulati, Head - Digital Marketing and Media, GSK Consumer Healthcare India, says dynamic creatives help brands improve media KPIs. He adds, “In the ever increasing need to personalise and sharply target, brands are able to leverage dynamic creatives to create customized messaging for the different set of audience that the brand understands. In doing so, brands stand to increase the chances of higher engagement with the creative, thereby leading to better conversions across the funnel.” But it is not all cake walk Customising different types of creatives, catering to different needs, within a time frame and deadlines, is quite challenging. “Brands need to understand the practical realities of dynamic creative measurement before implementation. Creating and monitoring hundreds (leave alone thousands) of creatives can be counterproductive if one is looking for time bound efficiencies. It is also important to note that the data on user behavior may not always hold relevance from a marketing standpoint. In such cases, brands should plan marketing campaigns strategically to reach out to consumers and improve ROI,” says Verma. While it is a clear leap in advertising, there are some considerations before using it. “The brand task at hand should be very clear before making multiple creatives which can run in several thousands. There should be a genuine need to understand the response to different aspects of the creatives with different audience sets. Using dynamic creatives requires a new approach to working, new partners, new assets and new tools. There is investment involved in creating and supporting the multiple assets and it should be considered before taking the leap,” expounds Gulati. Growth in the future While dynamic search and banner ads have been around for a few years now, there have been significant advancements with respect to optimisation. According to Rupani, dynamic video ads haven't reached their potential. “Video advertising is already one of the best ways of creating an emotional connect with audiences and I expect dynamic videos to make that even better. Dynamic video ads provide brands with the opportunity to maximize their success by using multiple permutations and combinations of copy and creative to enrich the experience for users,” he explains. Gulati sees a much higher adoption rate in the future. “Given the high relevance of this solution to meet consumer and advertisers needs, I see a higher degree of adoption across marketers for this solution. I also see it evolving with more tools being developed to make it more advertiser friendly.”

How the highly personalised 'dynamic creatives' are helping brands target customers with relevant ads

<ul><li><keyword id="128682" type="General" weightage="100" keywordseo="netflix" source="Orion">Netflix</keyword> is currently working on an ad-supported tier, which is expected to be launched later this year.</li><li>The plan will reportedly restrict users from downloading content.</li><li>Netflix allows users to download shows and movies, allowing them to watch content without using data.</li></ul>Netflix has been working on introducing a more affordable <a href="https://www.businessinsider.in/tech/enterprise/news/netflix-confirms-an-ad-supported-tier-is-coming-to-its-streaming-service-by-year-end/articleshow/92438291.cms">ad-supported tier</a> for some time now. The streaming giant is working on adding another limitation on this tier that will separate this plan from its existing plans. According to a <a href="https://www.bloomberg.com/news/articles/2022-08-17/netflix-s-ad-supported-plan-will-block-downloads-of-shows-films">report</a> by Bloomberg, Netflix is planning on restricting content downloads on the ad-supported plan. This means you will not be able to download movies and shows on the ad-supported tier. As of now, users can download movies and shows, allowing them to view this even when they are on the go without having to use data. This is one feature that I often use while travelling to conserve mobile data. According to the report, this was revealed due to code found in the company's iOS app. “Downloads available on all plans except Netflix with ads,” says text discovered in the app by a developer Steve Moser. In addition, Moser also discovered that users would not be able to skip ads, and the playback controls that allow the user to go forward or backward will also not work when an ad is being displayed. Netflix has already <a href="https://techcrunch.com/2022/07/19/netflix-confirms-its-ad-supported-tier-wont-have-all-its-content-at-launch/">revealed</a> that the ad-supported tier will not offer all the content available on existing plans. We expect the ad-supported tier to get new shows and movies with a delay in an attempt to push more customers from the ad-supported plan to more premium plans. The ads shown on the ad-supported tier on Netflix will be personalized, and users will be able to tailor them according to their preferences. “Now, let’s set up your ad experience. We just need a few details to ensure you get the most relevant ads on Netflix. It’ll be really quick, we promise!”, a message on the app reads. Do note that the ad-supported tier from Netflix is a few months away, and the company may change these things in the coming months. SEE ALSO: <a href="https://www.businessinsider.in/international/news/disney-is-far-different-than-when-it-launched-and-it-shows-whats-needed-to-catch-up-to-netflix/articleshow/93507656.cms">Disney+ is far different than when it launched, and it shows what's needed to catch up to Netflix</a> <a href="https://www.businessinsider.in/tech/news/the-cost-of-disney-and-hulu-are-going-up-heres-how-much-each-plan-is-increasing/articleshow/93487864.cms">The prices of Disney+ and Hulu are increasing — here's how much each plan is going up</a> <a href="https://www.businessinsider.in/entertainment/news/mads-mikkelsen-says-johnny-depp-might-return-to-the-fantastic-beasts-franchise-now-that-he-won-his-defamation-case/articleshow/93604501.cms">Mads Mikkelsen says Johnny Depp 'might' return to the 'Fantastic Beasts' franchise now that he won his defamation case</a>

Netflix will not allow you to watch movies and shows offline in the ad-supported tier

Tired of the pesky calls and promotional SMS you seem to be getting all day long? Compelled to view display ads on your smartphone whether you like it or not? In a digital era which is rapidly going mobile, you can’t escape them altogether. But here is one <keyword id="940588" type="UNKNOWN" weightage="100" keywordseo="mobile-ad-network">mobile ad network</keyword> that lets you decide what you see and pays you for it. 
 Meet <keyword id="1956517" type="UNKNOWN" weightage="100" keywordseo="Paisa-Swipe">Paisa Swipe</keyword>, a seven-month-old <keyword id="6404679" type="UNKNOWN" weightage="100" keywordseo="start-up">start-up</keyword> that has recently come up with an innovative <keyword id="956764" type="ORGANIZATION" weightage="100" keywordseo="Android-app">Android app</keyword> for connecting <keyword id="31174" type="PERSON" weightage="100" keywordseo="brands">brands</keyword>, <keyword id="45859" type="UNKNOWN" weightage="100" keywordseo="content">content</keyword> and <keyword id="60468" type="ORGANIZATION" weightage="100" keywordseo="Consumers">consumers</keyword>. That may not seem too great a concept as too many companies are already around. But unlike others, Paisa Swipe has some unique selling points that make it attractive. For one, it features <keyword id="1956525" type="UNKNOWN" weightage="100" keywordseo="Lock-screen-ads">lock screen ads</keyword> and each time a user swipes an ad, a certain amount of money gets deposited into his/her <keyword id="1956526" type="UNKNOWN" weightage="100" keywordseo="Paisa-Swipe-account">Paisa Swipe account</keyword>. You can earn even more if you get your friends to sign up. As the app description says, “It is the easiest money you will ever make.” 
 But there’s more to it. Instead of <keyword id="1956530" type="UNKNOWN" weightage="100" keywordseo="Random-ads">random ads</keyword>, here you get to see curated content in which you are actually interested. And finally, you have full <keyword id="1956532" type="UNKNOWN" weightage="100" keywordseo="Control-over-ad-viewing">control over ad viewing</keyword> and can easily move away without opening any of them. 
 The app is presently limited to <keyword id="6355645" type="COMPANY" weightage="100" keywordseo="android">Android</keyword> phones (users can download it from <keyword id="963171" type="UNKNOWN" weightage="100" keywordseo="Google-Play">Google Play</keyword>) but the start-up plans to release <keyword id="75489" type="ORGANIZATION" weightage="100" keywordseo="IOS">iOS</keyword> and <keyword id="6354717" type="ORGANIZATION" weightage="100" keywordseo="Windows">Windows</keyword> versions at the earliest. Paisa Swipe says that a similar app in South Korea called Cash Slide has been extremely successful. Like its Korean counterpart, it is only available domestically, but the company is looking to expand to other countries in the near future. Here is a snapshot that captures Paisa Swipe’s vision and viability. 
 
Who runs Paisa Swipe: A global team of three with expertise in mobile business. <keyword id="1956515" type="UNKNOWN" weightage="100" keywordseo="Jian-Tam">Jian Tam</keyword> is the CEO and has some good experience in digital marketing. Prior to Paisa Swipe, he had played a key role in setting up two other companies. Director <keyword id="1956516" type="UNKNOWN" weightage="100" keywordseo="Chris-Marshall">Chris Marshall</keyword> studied in London School of Economics and works in the wireless space. Earlier, he had led three companies and one of them (AePONA) was sold to Intel. <keyword id="1956519" type="UNKNOWN" weightage="100" keywordseo="Revanth-Mittapalli">Revanth Mittapalli</keyword> is the <keyword id="3658" type="COUNTRY" weightage="100" keywordseo="India">India</keyword> head with focus on digital marketing and four years of industry experience. The start-up has headquarters in <keyword id="6354552" type="COMPANY" weightage="100" keywordseo="hyderabad">Hyderabad</keyword> and <keyword id="6355838" type="COMPANY" weightage="100" keywordseo="New-York">New York</keyword>. 
 
What inspired the venture: The three co-founders came up with the concept to help mobile-first Internet users discover interesting and relevant content. “While talking to our partners in India for another project, we suddenly realised how an entire generation of people across the world, hundreds of millions of them, are accessing the Internet via mobile devices and many of them are doing it for the first time,” recalls Revanth. The trio felt that a mobile-ready way to connect content, brands and consumers would be the key requirement of every business. That’s how Paisa Swipe was born – it is the <keyword id="1956538" type="UNKNOWN" weightage="100" keywordseo="Mobile-content-discovery-network">mobile content discovery network</keyword> for the mobile-first generation. The company was set up in May 2013 and its Android app became functional on October 15. 
 
What’s the pitch: India’s No.1 mobile lock screen ad/content discovery network. It’s time to ditch that boring old lock screen for a smarter one. One that pays you! Paisa Swipe connects brands and <keyword id="63341" type="COMPANY" weightage="100" keywordseo="Advertisers">advertisers</keyword> directly to consumers across the world. The start-up enables consumers to find products, applications and daily deals they are interested in – controlled totally by them. 
 
How it works: For upfront users, it is quite simple. Once the app (https://play.google.com/store/apps/details?id=com.paisaswipe.android) is installed on your mobile device (it has to be a <keyword id="1956545" type="UNKNOWN" weightage="100" keywordseo="Touchscreen-android-device">touchscreen android device</keyword>, with V 2.1 or higher), you need to log in and customise your profile by providing more information regarding your interest areas. Paisa Swipe then takes over the lock screen and every time you wake up your phone, you will see a customised and curated piece of ad content. The topic will vary depending on your interests – it can be a Bollywood/Hollywood trailer, news updates, fashion trends, entertainment bytes, real-time local deals and more. 
 
If you like the content, simply ‘swipe’ to learn more and Paisa Swipe advertisers will reward you. As of now, each member gets up to 60 paise per day per ad display, and the upper limit for monthly earning is Rs 300. When you reach the ‘encashment’ point, you can use the amount to cash out at Freecharge.in, which offers recharge services for mobile, DTH and data cards. If you refer your friends to download the app, you may also win referral prizes. Moreover, you can get free prizes, buy products and get cashback on those, and give donation to charity with the money you earn from Paisa Swipe. 
 
Claim to fame: The app is just a month old and the traction had been slow at first. But it seems to be picking up now. Last we checked, total <keyword id="6795187" type="UNKNOWN" weightage="100" keywordseo="downloads">downloads</keyword> at <keyword id="6355629" type="CITY" weightage="100" keywordseo="Google">Google</keyword> Play stood at 11,000 and the rating was 4.3 out of 5. But according to Revanth, the app is currently seeing 1,000 downloads a day, has crossed 4 million ad impressions and is witnessing at least 100,000 ad impressions per day. The other ‘plus’ is users get <keyword id="1956527" type="UNKNOWN" weightage="100" keywordseo="Curated-ad-content">curated ad content</keyword>, depending on their interests. The ‘relevance’, the ‘control’ (one can choose not to ‘swipe’ the ads) and the ‘reward’ parts are the unique triggers that will further drive mobile marketing, says Revanth. 
 
Show me the money: The start-up is currently bootstrapped and its monetisation happens through <keyword id="1049940" type="UNKNOWN" weightage="100" keywordseo="ad-revenues">ad revenues</keyword>. Paisa Swipe has already signed deals with a few companies such as Yepme.com, Snapdeal.com, YellowFashion.in and Mydala.com. “We are now working hard to get more <keyword id="1956550" type="UNKNOWN" weightage="100" keywordseo="Local-advertisers">local advertisers</keyword> and <keyword id="1956552" type="UNKNOWN" weightage="100" keywordseo="Big-Indian-brands">big Indian brands</keyword> on board,” says Revanth. “Once that is done and we gain significant traction in terms of downloads, we will approach investors. But that will take at least a year or so,” he adds. Growth will be faster when the app is available on other platforms (iOS and Windows), according to the co-founders. The company will also expand to five more countries in the next quarter in order to grow its user base. 
 
Biggest challenge: Finding the right kind of <keyword id="1956555" type="UNKNOWN" weightage="100" keywordseo="Consumer-engagement">consumer engagement</keyword> to keep them viewing the advertisements. <keyword id="564900" type="ORGANIZATION" weightage="100" keywordseo="Mobile-advertising">Mobile advertising</keyword> is growing at fabulous pace – so keeping things interesting and relevant for a fast-growing user base is the biggest challenge for all mobile ad networks.

This Mobile Ad
Network Lets You Control What You See, Pays For Ad Viewing

<ul class="summary-list"><li>Elon Musk told the BBC in April that "<a href="https://www.bbc.com/news/business-65248196" target="_blank" rel="noopener">almost all advertisers have come back to Twitter</a>."</li><li>Ad revenue from April 1 to the first week of May was down 59% from a year earlier, <a href="https://www.nytimes.com/2023/06/05/technology/twitter-ad-sales-musk.html">NYT reported</a>.</li></ul>While Elon Musk claims that "<a href="https://www.businessinsider.com/leaked-twitter-documents-ad-revenue-down-elon-musk-denials-report-2023-6">almost all advertisers have come back to Twitter</a>," some still don't want anything to do with the company's CEO.<a href="https://www.nytimes.com/2023/06/05/technology/twitter-ad-sales-musk.html">The New York Times</a>, citing four people familiar with Twitter's advertising situation, reported that certain brands that have returned to advertising on the platform are using Twitter's adjacency controls to keep their content clear of increasingly troubling content — including Musk's own tweets.Jason Kint, chief executive of <a href="https://digitalcontentnext.org/" target="_blank" rel="noopener">Digital Content Next</a>, told the Times that Twitter is "unpredictable and chaotic" adding that, "Advertisers want to run in an environment where they are comfortable and can send a signal about their brand."Announced in December 2022, just a few months after Musk took control of the company, adjacency controls aimed to enable advertisers to prevent their ads from appearing adjacent to Tweets that use keywords they'd like to avoid."Empowering brands to customize their campaigns to prevent their ads from appearing adjacent to unsuitable content is an important step towards increased ad relevance on Twitter," said <a href="https://business.twitter.com/en/blog/adjacency-controls-third-party-measurement.html">an undated December blog post</a> written by Engineering Lead Nina Chen and Head of Brand Safety AJ Brown.Both Chen and Brown are <a href="https://www.businessinsider.com/twitter-trust-safety-exec-out-aj-brown-elon-musk-report-2023-6">no longer with the company</a>. Neither immediately responded to Insider's request for comment.Insider previously reported that Brown attempted to counter the growing perception that Twitter wasn't safe for brands with a later <a href="https://business.twitter.com/en/blog/third-party-brand-safety-measurement.html" target="_blank" rel="noopener noreferrer nofollow">blog post</a> about the company's partnerships with adtech companies DoubleVerify and IAS, which were meant to help with brand safety. One individual at the company who seems unconcerned with brand safety is Musk himself.He has deployed an array of <a href="https://www.nytimes.com/interactive/2023/01/31/technology/elon-musk-tweets.html" target="_blank" rel="noopener">bizarre tweets</a>, from antisemitic conspiracy theories to <a href="https://www.businessinsider.com/elon-musk-shares-anti-trans-content-twitter-2023-6">anti-transgender</a> content and <a href="https://www.businessinsider.com/robert-kennedy-jr-elon-musk-american-revolution-twitter-spaces-conversation-2023-6">anti-vaccine misinformation</a>. Citing <a href="https://www.businessinsider.com/elon-musk-george-soros-x-men-mutant-magneto-tweet-2023-5">a series of Musk tweets about financier George Soros</a>, Ted Deutch, the chief executive of the American Jewish Committee, told the Times that "the lie Jews want to destroy civilization has led to the persecution of Jewish people for centuries."He added, "Musk should know better."Twitter responded to Insider's request for comment with a poop emoji.

Companies are using Twitter's own tools to keep their ads away from Elon Musk's tweets

<ul><li>At launch, ads will be 15 or 30 seconds in length, which will play before and during shows and films.</li><li>The plan will sit alongside the Basic, Standard, and Premium plans and will be limited to 720p content.</li><li>Users can sign up via <keyword id="128682" type="General" weightage="100" keywordseo="netflix" source="Orion">Netflix</keyword>.com and register with their email, date of birth, and gender.</li></ul> In a bid to introduce an ad-supported tier for its users, popular streaming platform Netflix has announced that it will roll out the "Basic With Ads" steaming plan on November 3 in the US for $6.99. The plan will also be rolled out in several other countries, including Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, and the UK. "In short, 'Basic with Ads' is everything people love about Netflix, at a lower price, with a few ads in-between. Starting in November, signing up will be easy -- visit Netflix.com, and register with your email, date of birth, and gender to get started," Greg Peters, Chief Operating Officer and Chief Product Officer, said in a statement. "The plan also represents an exciting opportunity for advertisers -- the chance to reach a diverse audience, including younger viewers who increasingly don't watch <keyword id="1632453" type="General" weightage="50" keywordseo="linear-tv" source="Orion">linear TV</keyword>, in a premium environment with a seamless, high-resolution ads experience," Peters added. At launch, ads will be 15 or 30 seconds in length, which will play before and during shows and films. "To help advertisers reach the right audience and ensure our ads are more relevant for consumers, we will offer broad targeting capabilities by country and genre," the company said. "Advertisers will also be able to prevent their ads from appearing on content that might be inconsistent with their brand," it added. The plan will sit alongside the Basic, Standard, and Premium plans and will be limited to 720p content. Users can sign up via Netflix.com and register with their email, date of birth, and gender. Meanwhile, a recent report said that the platform, with nearly 221 million subscribers worldwide, collaborated with the UK TV rating agency <keyword id="4736420" type="General" weightage="50" keywordseo="barb" source="Orion">BARB</keyword> to reveal how many people are watching its streaming shows and movies. From the second week of November, BARB will publicly report the monthly reach and share of viewing for broadcaster groups, and subscription video-on-demand (SVOD)/advertising-based video-on-demand (<keyword id="7532346" type="General" weightage="50" keywordseo="avod" source="Orion">AVOD</keyword>) services which account for more than 0.5 per cent of total identified viewing. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/telecom/news/indias-5g-infra-is-indigenous-can-provide-to-other-countries-as-well-sitharaman/articleshow/94849675.cms">India's 5G infra is indigenous; can provide to other countries as well: Sitharaman</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/discussions-on-with-tatas-for-possible-merger-of-vistara-air-india-singapore-airlines/articleshow/94839021.cms">Discussions on with Tatas for possible merger of Vistara, Air India: Singapore Airlines</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/infosys-reports-4-revenue-growth-in-constant-currency-announces-9300-crore-worth-buyback-of-shares/articleshow/94838572.cms">Infosys reports 4% revenue growth in constant currency, announces ₹9,300 crore worth buyback of shares</a>

Netflix to bring 'Basic With Ads' early next month

<ul><li>In today’s episode of <keyword id="11984359" type="General" weightage="20" keywordseo="influencer-adda" source="Orion">Influencer Adda</keyword>, we will be talking to <keyword id="13382442" type="General" weightage="20" keywordseo="shlok-shrivastava" source="Orion">Shlok Shrivastava</keyword> aka <keyword id="13382443" type="General" weightage="20" keywordseo="tech-burner" source="Orion">Tech Burner</keyword> about content consumption patterns in India, his new brand launches and changes in the influencer marketing landscape.</li><li>He shares his secret to achieving 8.3 million subscribers on YouTube and shares advice for young and aspiring YouTubers.</li></ul>In an attempt to make technology simpler and more accessible for internet users, Digital Content <keyword id="13382444" type="General" weightage="20" keywordseo="creator-shlok-shrivastava" source="Orion">Creator Shlok Shrivastava</keyword> started his YouTube page ‘Tech Burner’ in 2014. He wanted to become a designer but the world of technology fascinated him. Today, he boasts a subscriber base of more than 8.3 million for his YouTube channel and over 1.5 million followers on Instagram. “I started making videos from my father’s laptop, they were not good quality videos but they offered good value to my viewers,” says Shlok. Since the beginning of his career, Shlok didn’t worry about the ever-changing social media algorithm or his production quality. He focused on offering valuable content to his audience instead. One Google search on ‘social media algorithm’ and you would find at least 100 articles on how influencers can crack Instagram or YouTube’s ever-changing algorithm. However, Shlok doesn’t base his content on Instagram trends or popular YouTube formats, he hears what his audience has to say about his content. When asked what worked for him, Shlok says, “People think my page is popular because of my jokes or style of speaking but I think anyone can tell jokes and people phase out of it, so it doesn’t map out in the long-term. A lot of other people can make better jokes or better quality videos [than me], but one thing that we constantly deliver is ‘value.’ We give value to them and they give value to us through their feedback. Algorithms are made keeping this audience in mind, we also make our content keeping them at the core. Be it podcasts or short-form content, we strive to provide what the audience looks for. We keep a close eye on our data and keep evolving with it.” He says that the audience also likes seeing someone grow in their career and take the industry forward. Content patterns and trends To evolve with changing times, stay relevant and connect with his fans, Shlok gradually started realising the importance of listening to his audience. He started offering shorter videos, added humour to his technical content and made videos in Hindi. “As the audience expanded and new groups of people started watching my videos, we went from making very technical videos in English to fun, light-hearted and entertaining content in Hindi.” With this transition, his audience changed and what drove this change is the ever-decreasing attention span of internet users. It wasn’t just a language switch, Shlok says. He started creating content for a diverse set of audiences across demographics and income groups. He feels that content creators who have no language barriers like <keyword id="11968137" type="General" weightage="20" keywordseo="khaby-lame" source="Orion">Khaby Lame</keyword>, will be the game-changers in the influencer marketing landscape. “Influencers like Khaby have no distribution limits, they can cater to a Tamilian or Marathi-speaking driver. Content creators who cross boundaries of countries, ethnicity and languages -- those are going to be big in 2022. It is untapped space right now but offers a huge potential,” opines Shlok. Shlok’s focus area for this year is pretty simple. “We will take very complex technology and break it for our viewers in a fun and engaging way. And this is not going to change for the next 20-30 years.” For Shlok, the audience comes first and he has the same advice to offer to young content creators. “Your followers count or subscribers can confuse you. Stay close to your audience and really understand them. Your numbers might increase, platforms will come and go, and algorithms will change every day and the only thing that doesn’t change is your audience. If you are following your audience, you are headed in the right direction.” He further spoke to us about his experience of working with brands, changing influencer marketing landscape, new brand launches and a lot more. <div type="Video" msid="90207206" hostid="261" title="Here’s why Tech Burner never bases his content on algorithms or current trends" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=90207206"></div>

Here’s why Tech Burner never bases his content on algorithms or current trends

<ul><li>Over the years, the professional networking site <keyword id="28120" type="General" weightage="20" keywordseo="linkedin" source="Orion">LinkedIn</keyword> has managed to carve a niche for itself in the business-to-business segment.</li><li>This popular marketing tool is also the most expensive digital advertising platform on the internet.</li><li>We speak to digital advertising agencies to find out why it is expensive if it is worth it and how can advertisers make the most of it on a small budget.</li></ul>If you've ever tried running advertisements on the professional networking site LinkedIn, then you probably will have noticed that they generally cost a lot more per click and per 1000 impressions (CPM) than Google Ads and Facebook Ads. It is the most expensive digital advertising platform of them all in India. For example, we tried boosting an article on Facebook and LinkedIn with a similar allocated budget of ₹2,000. Facebook’s average Cost Per Click (CPC) was as low as ₹0.51 but LinkedIn cost us around ₹20. <div type="image" title="Linked vs Facebook" msid="91623702" hostid="261" caption="&amp;lt;p&amp;gt;Linked vs Facebook advertising cost&amp;lt;/p&amp;gt;"></div> <cmsannotation type="cmsannotation" annotationid="Why is LinkedIn advertising more expensive than other platforms?" text="Why is LinkedIn advertising more expensive than other platforms?">Why is LinkedIn advertising more expensive than other platforms?</cmsannotation> After boosting our articles on both these platforms, we found that Facebook uses demographic and interest-based targeting that directly targets consumers, while LinkedIn focuses more on professional targeting. So, LinkedIn is more suited for B2B commerce and Facebook is generally better for B2C targetting. While the cost and objectives vary from brand to brand, Aashka Mehta, media lead at advertising agency Schbang, says, “The cost to advertise on LinkedIn is almost 15-20X more expensive than on Facebook.” “LinkedIn’s level of targeting is very different from other platforms. It is niche and hence the additional cost for the same,” adds Mehta. LinkedIn makes it easy for a brand to segment its audience and reach one like-minded set of people at a time. It offers rich demographic data points such as job function, seniority, company name, geography, industry, interest-based targeting group membership, skills, etc. Telling us when are LinkedIn ads commonly used by a brand, Shradha Agarwal, ceo and co-founder of digital agency Grapes, says, “LinkedIn Ads campaigns are usually being used for job recruitment ads, service and product sales, lead generation, promoting content, increasing visibility, and reaching for a new company location. And if we have to compare getting relevant traffic to the website, Linkedin is at least 5X of Facebook and 2X of Twitter. However, conversions are way better.” For N Chandramouli, ceo of TRA Research, which is a brand intelligence and data insights company, LinkedIn has become ‘official WhatsApp’ of sorts. He gave us an example of how expensive LinkedIn’s lead generation can be, which is considered to be its most effective form of marketing on the networking site. “Per lead could be a person, a company or anything that I'm seeking. If you were to advertise, this could go up to about ₹1300 per lead, which is a very expensive lead generation point. But if you use the platform intelligently, not wildly spend like Facebook -- from over a few lakhs of rupees, you can get it down to ₹200 per lead. The amount of spends can go from as low as $1,000 or even lesser per month to maybe $10,000 or even higher per month. So, it all depends on how active you really want your campaign to be.” <cmsannotation type="cmsannotation" annotationid="Is LinkedIn gaining more attention from advertisers now?" text="Is LinkedIn gaining more attention from advertisers now?">Is LinkedIn gaining more attention from advertisers now?</cmsannotation> After the advent of social media and the internet, marketing trailblazers have started chasing return on investment (ROI) on their marketing strategies. They have shifted their focus away from monthly reports to taking insight-based decisions. To understand what ROI on LinkedIn means, as an example, let’s say you spent $5,000 on LinkedIn ads and it generated $10,000 in revenue from those ads. Here’s how you can track your ROI: Marketing ROI (%) = [($10,000 - $5,000) / $5,000] * 100 Marketing ROI (%) = 100% While LinkedIn is not a low-cost medium, it is known to yield a positive marketing ROI and marketers say it is worth it. “It has a promising conversion rate of 6-8%! At $5.26, LinkedIn has the highest CPC compared to other social media platforms. However, this doesn’t mean that LinkedIn’s ads are overpriced. Rather, it just shows how highly ‘clicks’ are valued on this platform,” says Shrenik Gandhi co-founder and CEO of digital advertising agency White Rivers Media. For its ability to deliver targetted audience and concrete ROI, Rajni Daswani, director of digital marketing at advertising agency SoCheers, also says expensive advertising on LinkedIn is worth it. “There is no other platform that gives you a direct audience with the educated, working-class, bread earners in the family kind of people. A lot of brands are seeking this data and are willing to pay the expensive rates that come with it.” <cmsannotation type="cmsannotation" annotationid="LinkedIn’s growth story and what lies ahead" text="LinkedIn’s growth story and what lies ahead">LinkedIn’s growth story and what lies ahead</cmsannotation> LinkedIn has seen massive growth in its users after the pandemic. As per research and analytics platform NapoleonCat, LinkedIn had an audience reach of 89 million people in India in April 2022, which accounted for 6.3% of its entire userbase. On the other hand, <keyword id="6384676" type="General" weightage="20" keywordseo="social-media-platform" source="Orion">social media platform</keyword> Facebook’s <a href="https://napoleoncat.com/stats/facebook-users-in-india/2022/04/">user </a>base in India in April 2022 was 400 million. Currently, India is the second-largest market for LinkedIn. Around the time when the coronavirus outbreak started blanketing the globe, LinkedIn’s user base in India was recorded at 67 million in April 2020. <div type="image" title="LinkedIn-users" msid="91623756" hostid="261" caption="&amp;lt;p&amp;gt;LinkedIn&amp;#39;s user growth&amp;lt;/p&amp;gt;"></div> With 810 million users worldwide, LinkedIn has become the backbone of the global business community. For any working professional, it is a platform that allows you to make a first impression on your prospective employers, help you build your community and amp up your skills. Advertisers are using LinkedIn to avoid shouting into a void. This professional networking platform gives them targetted B2B audience. So, it is also increasingly taking up more of brands’ budgets. LinkedIn’s ad revenue exceeded <a href="https://view.officeapps.live.com/op/view.aspx?src=https://c.s-microsoft.com/en-us/CMSFiles/SlidesFY22Q2.pptx?version=4a9117e1-04ff-5143-12a0-1ecfc041aa59">$1 billion in 2021</a> and its overall revenue grew by 37%. Sharing the reason behind the recent influx of B2B advertisers, Sachin Sharma, Director, LinkedIn Enterprise Marketing Solutions India, says, “As we emerge from the pandemic, building a community has never been more important. Our 88 million member strong professional community in India of customers, marketers, advertisers are all turning to LinkedIn at this time to learn, connect, and share information and knowledge — and LinkedIn has been uniquely positioned to foster this community. We are a top 3 player in B2B digital advertising today, and our community is the backbone of this record-breaking growth. With our targeting features, they are better able to reach the right, and highly engaged, professional audience so they can be more precise with the ads they show. We're also making the right investments by training our bidding models to be smarter in how we bid, which is improving ROI for our customers and bringing them more value for their campaign spends and driving more conversions.” <div type="image" title="LinkedIn-users.2" msid="91623773" hostid="261" caption="&amp;lt;p&amp;gt;Advertising revenue generated by LinkedIn year-on-year&amp;lt;/p&amp;gt;"></div> According to LinkedIn, f<a href="https://business.linkedin.com/marketing-solutions/cx/17/06/advertise-on-linkedin?trk=sem_lms_gaw&amp;src=go-pa&amp;veh=LMS_NAMER_Core_USCA_Search_Google-Brand_DR-PRS_Broad_HeadTerms-Beta_All_English_Core_378907683579__%2Blinkedin%20%2Badvertising_c__aud-925775953436:kwd-23182566377_6458957180&amp;mcid=6612464045041733652&amp;cname=LMS_NAMER_Core_USCA_Search_Google-Brand_DR-PRS_Broad_HeadTerms-Beta_All_English_Core&amp;camid=6458957180&amp;asid=77594820616&amp;targetid=aud-925775953436:kwd-23182566377&amp;crid=378907683579&amp;placement=&amp;dev=c&amp;ends=1&amp;gclid=CjwKCAjwjuqDBhAGEiwAdX2cj2lTVNqgugdLVkw4pjQ_HT9U7ndYyuYl0_1wUsTKKBlHFvOgBieIqxoCsVEQAvD_BwE&amp;gclsrc=aw.ds">our out of five </a>of its users have the power to impact business decisions. These movers and shakers also have <a href="https://business.linkedin.com/marketing-solutions/cx/17/06/advertise-on-linkedin?trk=sem_lms_gaw&amp;src=go-pa&amp;veh=LMS_NAMER_Core_USCA_Search_Google-Brand_DR-PRS_Broad_HeadTerms-Beta_All_English_Core_378907683579__%2Blinkedin%20%2Badvertising_c__aud-925775953436:kwd-23182566377_6458957180&amp;mcid=6612464045041733652&amp;cname=LMS_NAMER_Core_USCA_Search_Google-Brand_DR-PRS_Broad_HeadTerms-Beta_All_English_Core&amp;camid=6458957180&amp;asid=77594820616&amp;targetid=aud-925775953436:kwd-23182566377&amp;crid=378907683579&amp;placement=&amp;dev=c&amp;ends=1&amp;gclid=CjwKCAjwjuqDBhAGEiwAdX2cj2lTVNqgugdLVkw4pjQ_HT9U7ndYyuYl0_1wUsTKKBlHFvOgBieIqxoCsVEQAvD_BwE&amp;gclsrc=aw.ds">2x the buying power</a> of typical online audiences. While Facebook has more users than LinkedIn across the world, some advertisers find LinkedIn more lucrative than other networking platforms. Gandhi explains why LinkedIn gets more preference in the brandverse. “LinkedIn’s competitive advantage is that it is a professional networking site. While Facebook boasts over 2 billion people, LinkedIn has 600+ million professionals - In digital advertising, quality reigns supreme over quantity! Compared to other social media platforms, LinkedIn advertising is more expensive but it is certainly not overpriced for the value it provides.” As per Pranav Ahuja, co-founder and CEO of digital ad agency Xeno, LinkedIn typically allows you to choose from four different kinds of ad formats: sponsored content, sponsored messaging, lead generation forms, and text and dynamic ads. The initial 2-4 weeks of advertising on LinkedIn are typically considered a learning experience for brands and media buyers to figure out what works (or doesn’t). To begin with, LinkedIn recommends a daily budget of at least $100 or a monthly budget of $5,000. To get the most bang for your bucks, make sure you end your LinkedIn ad with a clear call to action (CTA).

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