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We live in an age where everyone wants their social video content to be as shared and viewed as much as possible. Social videos have secured a constant place in our daily lives, and engaging content fills up our social feeds and conversations. While most think finding internet stardom is a stroke of luck (remember Chewbacca Mom?), smart marketers and brands shouldn’t leave it up to chance. There is a science behind the art of creating videos that capture our attention. Using these tools, you, too, can create social videos with the right chemistry.

Digital Media

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CANNES, France—For its first time participating at Cannes, Patrón is coming to France to talk about data. While the brand is up for a few awards this week, Patrón is also working on some intriguing location targeting with Foursquare this summer. Using foot-traffic stats collected from 12 million Foursquare users over three years in 100 cities, the brand is matching up location data with what Patrón calls “taste” data to develop an algorithm that recommends drinks to bar and restaurant patrons. The location-based campaign builds on Patrón’s year-old Patrón Cocktail Lab effort to create a library of recipes and content, including an Amazon Echo skill. According to Adrian Parker, vp of digital for Patrón Spirits Company, 235,000 users have played with the platform since it launched.

Digital Media

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They spent $120 on geo-targeted Facebook ads instead. CANNES, France–How do you make a splash at Cannes and land a major agency gig when you can’t cough up money or spare the time to actually attend the festival? Oscar Gierup and Kristina Samsonova, two students about to graduate from Miami Ad School, came up with an idea to reach agency leaders where they’re likely to be spending a good chunk of their time over the next week–on their smartphones and on Facebook. The duo created a series of sponsored Facebook ads in a move they hope will help get their portfolios in front of some of the industry’s biggest names. In all, they spent just $120 to pull it off. The best part of the stunt is that the ads are geo-targeted to run in Cannes, so only people in the area will be able to see them. Gierup and Samsonova also filtered their posts to specifically target people working in advertising or related fields.

Digital Media

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How AI can help: Even today, big data and predictive analytics can not only reduce unbalanced frequency, but also deliver ads when people are most likely to want to see them. TV-aware campaigns can combine viewing data for linear TV with digital viewing data and then analyze it via AI tools for optimum predictive ad delivery. Notes SAS global director Raj Wilson, “AI can predictively optimize audience segmentation while buying media space.”

Digital Media

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At South by Southwest Interactive on Monday, Under Armour CEO Kevin Plank recalled crying at a tollbooth about 10 years ago while trying to explain to the attendant that he didn't have the $2 he needed to drive through.

Digital Media

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Social networks have grown rapidly and gained genuine market power in a world where social conversations have become the new global information currency. But there is no guarantee that social media will continue to be defined by the handful of networks that currently dominate it.

Digital Media