American Express Unstaged: using storytelling to transform online music

Brands and musicians have an uneasy alliance. For every generation defining Michael Jackson and Pepsi coupling, there’s a whincingly regretful pairing of Iggy Pop and Swiftcover.

In the last few years, more and more recording artists are hooking-up with large brands in order to reach a wider audience and make up for dwindling record sales, and it seems brands are much more willing to invest in the music industry lately, especially in terms of live music and event creation.

American Express has recently linked many different media strands together, including live music, online streaming, social video and social media,  to create Unstaged, a channel that caters for an online, music hungry audience while offering effective brand promotion.

Let’s take a look at the ways American Express Unstaged brings the offline, online with storytelling.

Real-time bidding soars, expected to be $7bn market by 2016

Real-time bidding (RTB) may be a source of concern and confusion for both media buyers and sellers, but that isn’t stopping adoption of RTBs.

According to a report published this week by sell-side platform Index Platform, the number of RTB impressions sold via its platform jumped nearly 30% in the first and second quarters of the year. What’s more: growth was driven by both major advertisers, which accounted for 57% of all spend in Q2, and local advertisers, which increased their spend by nearly 50% quarter-over-quarter.

VEVO turns to real-time bidding to move unsold pre-roll inventory

Despite challenges and turbulence, adoption of real-time bidding (RTB) is growing and expectations are still high that RTB will be able to deliver on its promise.

One of the big questions that lingers, however, is just how big an impact will RTB have on the online advertising ecosystem outside of display. Take video, for instance. Skeptics make interesting points about RTB’s potential shortcomings in the video space and suggest that RTB may not be as applicable to video.

Are the skeptics right? That remains to be seen, but in the meantime, RTB continues to make inroads in video. The latest example of that: yesterday VEVO announced the launch of an RTB platform that it will use to move unsold pre-roll ad inventory.

Dumbest deal of the year? VEVO to shun non-Facebook users

The past decade may have been tough for the music industry, but thanks to online video, times have arguably never been better for the music video.

On YouTube, for instance, music videos represent one of the most popular content categories, and some of the most popular music videos have racked up hundreds of millions of views.