Al Roker Entertainment and Business Wire Developing New Video Series

September 8, 2015

Al Roker Logo

Al RokerGood things are happening with the collaboration between television icon Al Roker and leading newswire Business Wire. This week it was announced that a news video series is in development combining Al Roker Entertainment’s extensive expertise in online programming with Business Wire’s news distribution and media analytics platforms. The programming will shine a light on the startup community and their industry disrupting announcements – news announcements published by Business Wire.

Read the full news release here:

“We are always looking for interesting partners in entertainment and business,” said Al Roker, CEO, Al Roker Entertainment. “The Business Wire brand provides access to breaking news well suited for compelling video content for social and digital platforms and this is one of ARE’s specialties.”

Stay tuned for additional details coming later this month.

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Just in: Hard Data Supports the Effectiveness of Interactive Media vs. Passive Content

August 31, 2015

Nothing ends an argument like data, and the data on interactive media is in.

Image source: Demand Gen Report’s 2014 Content Preferences Survey

Image source: Demand Gen Report’s 2014 Content Preferences Survey

Demand Gen’s 2015 Content Preferences Survey offers a startling look at just how effective interactive media is when compared to passive content such as text-only articles when it comes to consuming information. People are spending more time using multimedia that they can click on and explore. These interactive, gamified assets, such as news and picture capsules, are quickly becoming engagement magnets for the industry, attracting and retaining the interest of potential clients and customers.

How do the numbers stack up?


When asked, 88% of respondents stated that interactive content is effective in creating differentiation between brands, while only 55% believed that passive content is effective in creating differentiation.

To read the full highlights of the study and statistics between interactive and passive content, click here.

How can this survey help communicators? By knowing what form of assets  have the greatest impact on modern audiences, communications pros are able to take advantage, create more impactful content and more effectively reach and convert their target market. This data takes the guesswork out of trying to figure out what works best and what approach to take in managing dialogue between brand and public.

Understanding the importance of multimedia as a prime tool for communicators, Business Wire recently launched a white paper designed to help communicators take advantage of these highly successful content pieces. The paper details the science and other aspects behind the influence such an asset can have on the success of your news release. Click here to read this piece and click here to share this information with your Twitter followers:

Business Wire’s Video Content Is Now Featured On the AP Video Hub

August 17, 2015

Business Wire continues its dedication to the evolving media landscape by announcing a new distribution program with the Associated Press. The new content enhancement will place videos released through the newswire service directly onto AP Video Hub.

AP Video Hub offers media subscribers from around the globe access and usage rights to a wide range of video news footage, including world news, entertainment, sports, lifestyle, breaking news and archive stories. AP Video Hub subscribers include 350 of the world’s largest media companies in 100 countries. Journalists, industry bloggers, and media professionals at all levels use the AP video hub to access news video footage to supplement a story and give their media-hungry audiences what they crave. News release video distributed by Business Wire will now sit alongside breaking news video from around the globe, providing new, broader visibility to this key content.

“From earnings releases to content marketing, more and more public relations and investor relations professionals are enhancing their news announcements with multimedia assets including video,” noted Laura Sturaitis, Business Wire’s executive vice president of media services and product strategy. “With this latest content amplification arrangement, Business Wire continues to lead the industry in the distribution and discoverability of its clients’ news and branded content.”

Thanks to an evolution in technology and human behavior, visual story telling is the growing dominant force in the news industry. Smart technology offers people instant access to multimedia and they’re taking advantage, whether following a story on their phone, tablet, computer or television. According to Pew Research Center, digital news video consumption has been on the rise consistently since 2007 and those most likely to watch that content are the young, educated, and affluent. Exactly how many people are watching digital news video? Over half (52%) of Americans with a bachelor or graduate degree consume the kinds of videos that Business Wire will now be presenting via the AP video hub.

Videos distributed by Business Wire now receive global visibility via AP Video Hub

Videos distributed by Business Wire receive global media audiences via AP Video Hub

Why should communicators include video in their news releases?

  1. Media outlets want it.  Every day, media outlets from around the world turn to AP Video Hub to find multimedia content to round out their news stories.  Companies that include video in their news now receive additional visibility of their story simply based on their multimedia components
  2. Creating professional digital video is easier than ever. Even Hollywood is taking notice! According to Casey Newton, Silicon Valley editor at The Verge, “one of the best films at Sundance was shot using an iPhone 5S.” A smart phone is easy to use and can be used to create video that is both impressive and professional looking.
  3. Videos are highly engaging content that work as an educational tool, explaining and reinforcing your news release and message points. Consumers want it – with more than 63% of the world learning from visual and interactive media, the fastest way to increase adoption of your news is to use video.
  4. Video allows you to create visual consistency for your brand, one that will be remembered by audiences and potential clients and consumers
  5. Videos are easily sharable across social and other digital platforms

Want to learn more about Business Wire’s multimedia distribution services? Drop us a line today.

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The Rise of Digital Video and Why it Matters

May 26, 2015

By Hannah Herreid, Media Relations Specialist, Business Wire

“Instead of couch potatoes, we have digital potatoes.” Ryan Van Fleet, Senior Director of Insights and Analytics, Tremor Video

There is no arguing that the digital sphere is here to stay. In fact, digital video may soon take the reins from cable television. According to a study by Limelight Networks, Inc, “More than 90% of consumers are open to ‘Cutting the cord’; a shift led by the desire for flexibility and increasing availability of on demand programming.” Additionally, digital video advertising is growing faster than any other advertising platform. Online video ad revenue is estimated to reach $5 billion in 2016 whereas TV ad revenue is predicted to decrease by 3% each year (BI Intelligence).

With mobile and digital use on the up and up, it comes as no surprise that companies, journalists, and thought leaders have taken notice of the trends and practices encompassing it. The Publicity Club of New York recognized the rise in digital video at a recent luncheon where 6 leaders in digital production discussed the current happenings and future of digital video.

PCNY Panel of Producers

PCNY panel of producers: Mike Schmidt – Mashable, Christopher Booker –  The Financial Times, Shalini Sharma – Fast Company, Joanne Po – The Wall Street JournalMarcos Bueno – Vox Media, Laura Petrecca – USA Today

The Power of Live Streaming + Social Media

Joanne Po, Executive Producer at The Wall Street Journal stated, “The path of journalism has changed. We’re creating our own journalism, not necessarily tied to the paper anymore.” The Wall Street Journal like other publications in attendance, have practiced live streaming for multiple years. According to Po, viewership of their live video stream is much higher than traditional cable networks through syndication with other sites who repost the videos. Presence on social media platforms such as Facebook, Twitter, Instagram, Meerkat, Periscope and others also contribute to the increased number of viewers. Livestreaming has served as a great media platform for breaking news and creating content in an efficient manner for digital media.


New Expectations for Journalists
Reporters are now expected to take a video and be able edit and understand the production techniques whether they are on the production side or not. This is especially true for breaking news. Some producers prefer to send a reporter and shoot the footage themselves as opposed to a PR person’s video in order to keep the digital consistent and in line with the publication; however, news outlets are always looking for qualified experts to comment on breaking or national news stories. For a Public Relations professional, it is still recommended to submit your videos to news sources. Make sure that it is relevant and topical, and try to relate it to a current event. The publication may or may not use your footage, but they will follow up if they like the story regardless.

The Evolution of Media Strategy
According to Jim Pavia the Senior Editor at Large at CNBC Digital, the video component a few years ago was a regurgitation of what had already appeared in an article, and viewership was low. The audience wasn’t necessarily getting anything out of it. Now the strategy behind online video has changed. Videos now offer the viewer a bonus or added value as incentive to watch. “The consumers of media have evolved in their practices of consumption therefore, media must also evolve.” Since the rise in digital video consumption has increased exponentially, CNBC among other media outlets have added digital video components to almost all of their online articles.

Branded Production for Digital Media
The shift from broadcast television to digital video can be attributed to millennial consumers who lead the pack with an average of 4-7 hours of online video intake a week. They consume almost twice the amount over any other age group (Limelight Network, Inc).

Digital video is no longer about clips, but about building production brands, and this is a trend we’ll continue to see. Fast Company is a prime example of this with multiple segments that tap into millennial interests. For example the “Fast Comedy” that features funny workplace skits, “Brand Evolution” which highlights iconic brands’ past, present, and future, and the “29th Floor” a platform for editors and writers to take on whatever is current.

It’s safe to say that we’ll be seeing a lot more online video moving forward. From digital ads in the marketing realm, to online production, to company created videos, evolving with the consumer is what media outlets and public relations professionals must do to keep current.

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“Every Business Has an Audience” is a Key Takeaway from SXW2O

March 17, 2015

By Vilan Trub, Business Wire

The venue was large and had already been entertained by the great Al Roker by the time Jim Weiss (CEO, W2O Group) and Cathy Baron Tamraz (CEO, Business Wire) stepped on stage. They had their hands full with a standing room-only audience and only saying something fundamentally mind blowing would turn it around. Fortunately for the crowd, that’s exactly what happened.

Cathy and Jim at SXW2O event

During the session, Cathy was asked how a newswire service could support a startup or organization that journalists weren’t actively looking for information on. “If you have a business, you have an audience,” she told the crowd. “Safe is not going to win the game.”

More news is being created and consumed now than ever in the history of modern man, she continued, adding that there are trade papers, journalists, online publications and consumers looking for relevant company news every day. You don’t have to be a big name brand to get noticed; you just have to have a good product or piece of news. In a world so cluttered with content, it was refreshing to hear someone say what every successful large and small organization knows to be true. You don’t have to be big to get noticed — you just have to appeal to your core audience.

Apple WatchTo reiterate the point that smaller companies can greatly benefit with a newswire service, Cathy cited her own company’s history. When Business Wire first launched over 50 years ago, they were distributing news for companies like Hewlett-Packard, companies that were being run out of garages. This hasn’t changed much. From startup launches to the introduction of the Apple watch, Business Wire continues to distribute market moving news across a wide range of industries.

Jim Weiss chimed in, adding that startups need to get into the practice of issuing releases. It is important to start building and archiving a digital trail for your company during its earliest stages. The digital revolution also created a wide variety of options for the format of your distributed information.

Both Jim and Cathy agreed that multimedia was not just beneficial to a news release, but a requirement in modern news consumption programming. Modern communicators like Hasbro, Intel, Cigna and more are leveraging multimedia assets like News and Picture Capsules that allow users to play a game while learning about the brand and product. IntelBy incorporating interactive multimedia within the news story, audiences spend far more time on the news announcement than they would had it just been a simple text release.  Text-only news releases engage readers for seconds, while interactive-based releases are showing engagement results between 4-10 minutes – rates that are unheard of in the current communications and content marketing space.

The next topic covered was the importance of measurement in the communication space.  Measurability is the single greatest tool in identifying how a release is impacting the market and the company goals alike. Advents, such as NUVI, create an ability to not only see where your news release is being picked up but who is engaging with it and how – reading, sharing or advocating. Being able to distinguish the public reaction of your release gives you the opportunity to take control over your campaign like never before.

nuvi report

The lineup at this year’s SXW2O was fantastic, and the reason why is because the speakers were inspiring. There is a great feeling to knowing that you can make an impact especially when the message is coming from people who make an impact every day, like Jim Weiss and Cathy Baron Tamraz. The question now is who are you trying to activate with your news, and how can Business Wire help you distribute it?

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Listen up! Everything PR and Social Media Pros Need To Know About Meerkat

March 9, 2015

By Serena Ehrlich, Director of Social & Evolving Media, Business Wire

Welcome to Meerkat!

Welcome to Meerkat!

As Business Wire’s director of social and evolving media, I get asked a lot about the future of social tech and which emerging apps are going to impact the social news distribution/consumption flow.  Right now, that tool is most definitely Meerkat.

Meerkat is a very easy to use, point and shoot iOS application that allows users to share live video from their mobile devices.  For today’s marketers, the opportunities provided by Meerkat for program amplification, and real-time news sharing are huge.  Expect to see marketers use it to livestream media and consumer focused events and interviews, showcase product use, create meet and greets with executives, interviews and even provide real-time behind the scene sneak peeks.

Using Meerkat is easy! First you download the app and log in using your Twitter account.  Meerkat will automatically find and link you with Twitter followers who are also using Meerkat, so right from the start you have fans and followers.  Meerkat videos are not available for replay, although you can choose to save your broadcasts for additional content marketing meerkat

Meerkat offers two ways to livestream –in real-time or later, at a scheduled time.

To begin a livestream, aim your camera to feature whatever you want to show and start streaming.  The app will then send out a Tweet to your Twitter followers, as well as a mobile alert to Meerkat connections, that you are livestreaming, inviting them to view your video.  Meerkat users can then come and watch either via the Meerkat app or their web browser, with in-app notifications alerting you every time someone new joins in.

How to schedule on meerkatTo schedule a livestream, click the schedule button, type in the time and date of your upcoming livestream and Meerkat will help you promote it by sharing this information via a Tweet sent from your Twitter account.

During your livestreams, you can engage with viewers via comments that are also pushed out on Twitter as a way to increase the visibility and potential engagement of and with your Meerkat livestream

The results of Meerkat livestream announcements on Twitter remind me of the ALS Ice Bucket Challenge.  First, it coincides with Twitter’s recent move to allow users to embed Twitter-hosted videos on any website.  As Twitter focuses on video sharing, don’t be surprised if you see more videos within your Twitter stream. While we cannot confirm it at this time, it would make sense for Twitter to change their news feed algorithms slightly to highlight this new feature.

In addition to Twitter’s own emphasis on video, Meerkat also taps into innate human behavior in two ways.  First, when one sees an announcement of a livestream from a friend or connection, it creates a desire to click to see what is being shared. Secondly, with today’s consumers adopting visual communications, this is a perfect marriage between social media and video production, allowing them to watch the video live, as it is being made.  Meerkat itself built in a point system to reward users for watching other videos, showcasing top viewers via a leaderboard.  The gamified, viral nature of the tool, combined with the ease-of use, makes this a marketers dream – and just in time for SXSW.

With no costs associated with the service, and its ability to alert your followers of current and upcoming broadcasts, there is no reason marketing and communication pros should not be testing this tool to support a wide range of event, business, product and consumer-focused marketing program. Are using Meerkat yet?

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How to Increase YouTube Video Views in 3 Easy Steps

December 10, 2014

By Serena Ehrlich, Director of Social and Evolving Media, Business Wire

Earlier this month I attended a Digital Hollywood panel devoted to building audiences and awareness on YouTube.

This is a very common topic here in Los Angeles.  With film making, celebrities and the history of Hollywood permeating every corner of the city, we were the first region to truly embrace YouTube for what the platform could be – a way to entertain, educate, delight and shock audiences with amazing visual content.

So if this is a common topic, something Hollywood content creators and the marketers they work with should know inherently, why is it still on the Digital Hollywood agenda?  Because no matter how great your content is, it means nothing if your content is not seen.

Almost the entire panel discussion, fueled by questions from the audience, focused on how to generate views of the variety of videos being uploaded every single day.  There are hundreds of thousands of beautifully shot, high quality videos on YouTube that no one has ever seen. Why is that?  Because the concept of if you place it here, the audience will come is antiquated and completely misleading, even for producers creating content featuring famous celebrities.  The simple truth still stands, there is no such thing as great content, only seen content.

YouTube Image

So how do YouTube video stars get their visibility?  What makes one video go viral, while another video fails?  Just like every other marketing and communications program, video programs need to be supported with paid, earned, owned and shared marketing programming.

In this session, the three top ways to ensure views of your YouTube videos are:

  1. Create relevant content – This may seem obvious but there are still a huge number of marketers creating aspirational content, or content meant to activate new fans, versus content meant to create actual audiences. In reality, content should be made for every touch point in the customer journey, but if you are on a limited budget or time, focus on creating content for the most active of your prospects and customers.  Create content that these existing brand fans will enjoy and share with their friends and reap not only views of evangelism.
  2. Tag your content for search – When it comes to placing your content on YouTube, the description and keywords you use are just as important as the content itself. Utilize titles and descriptions to entice audiences to view your video.  Include relevant keywords and well as real-time keywords, and while you don’t want to use an incorrect headline, writing a compelling, interesting headline will increase views dramatically.
  3. Pay to promote your video – If you spent money to create content, you have to use money to promote it. Videos should be promoted via earned, paid, owned and through partnerships. Smart brands are increasing impact of their content by increasing potential audiences.
    1. Paid promotion: To promote your YouTube videos there are two successful kinds of paid promotion that you can do.  First, consider paid advertising across active social channels and via Google AdWords to help relevant audiences find you via search and social.  Secondly, issue a press release to alert media outlets, bloggers and more that your video or video channels exist.  Include a short summary of the types of content you include and, if possible, frequency of updates, to generate views
    2. Earned outreach: Don’t forget to alert your PR contacts of your new content marketing program.  Media outlets are always looking for visual content to accompany industry pieces; let them know your channel may contain the content relevant to their readers.
    3. Owned channels: You have to tell people about your video; how else will they know your program exists? Promote your new YouTube content on your website, social channels, email signatures and intranets to increase views and shares of your content.
    4. Initiate partnerships: The single fastest way to increase the views of your YouTube videos is to ask likeminded, more famous YouTube personalities to share it for you. Yes, this may require an exchange of money but it works.

Leading marketers know that video is one of the top tools in today’s marketing arsenal. Not only are desktop and mobile video consumption rates through the roof, the medium is so impactful that within seconds it can build, and deepen the relationships between a brand and its customer. But first you have to distribute it.

What other ways are you finding success in promoting video content?  Please let us know in the comments below.


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