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Google's acquisition of FameBit means contextual advertising will see fruition

Google has acquired digital marketplace FameBit, which can help combat woes of the dreaded skip button for YouTube advertisers by connecting them with relevant influencers.

Marketing experts have been calling for big brands to realize what a waste the popup advertisement is and instead focus on contextual and relevant ads that fit in with the editorial content. Google has just acquired the marketplace FameBit, which connects brands to social influencers for sponsored but content that consumers are interested in and will likely be using it to benefit advertisers on YouTube. 

"Google acquiring FameBit reinforces how digital companies are searching for ways to monetize online content, including branded content," said Brian Marvin chief operating officer and co-founder of Bringhub. "By connecting with relevant influencers, brands are able to reach and engage with their audiences through influencer driven, highly-engaging video content.

"As contextual commerce continues to increase across the web, consumers will eventually expect further engagement from videos such as purchasing a product directly from the video they discover the product," he said. "That is future of eCommerce and digital advertising.?

Mr. Marvin is not associated with Google or FameBit but agreed to comment as an industry expert. Bringhub is an ecommerce platform that provides purchasing options within advertisements. 

Skipping pop ups 
With so many consumers reaching for the skip button as fast as they can while watching YouTube videos, advertisers are likely not getting the bang for their buck that they would hope for. Google is hoping to solidify its relationship with advertising by providing them with a platform that connects them to popular social media users and YouTube creators in a manner that bodes well for both the brand and creator. 

FameBit's online platform featuring creators

FameBit works with clients such as Canon, Adidas, Sony and Conair and allows them to set parameters for a desired campaign and the platform helps match them to fitting creators. The platform will operate as normal for now, with day-to-operations as a separate entity. 

While experts have been crying out for advertisers to stray away from frustrating popup ads and preroll video that is uninteresting to viewers. With so much content out in the world today, the spray and pray method is no longer effective. 
Consumers have the tools to find exactly what they are looking for, at the price they are looking, meaning that marketers hoping to just get the most eyeballs will not be effective. Just because a customer knows about your product, does not mean they will buy it. 

Non-advertising advertising
The notion of the non-advertising advertising method has made significant impact for brands, looking to build a loyal following. Partnerships such as the ones FameBit is attempting to create can make a lasting impression on viewers by providing them with something useful such as entertainment or information. 

For instance, General Mills was the latest sponsor of Yahoo Esports Live, a new weekly live-streaming show covering the world of esports, underscoring live video?s ability to connect brands with younger consumers.

General Mills, through its Reese?s Puffs Cereal brand, is sponsoring the show, which airs on Yahoo?s mobile and desktop sites. The program aims to capture the growing demand for live streaming video, especially among the tech- and mobile-savvy gamer demographic (see more). 

Procter & Gamble also tested out a video campaign that features Emmy-nominated actor Tituss Burgess on social media, before it reaches broadcast and cable airwaves for its line of scent-boosting products. 

The campaign, named Fresh Too Feisty to Quit, is currently airing on Downy Unstopables? Facebook and YouTube pages, before airing on national television this winter and in-store retail assets going on display next spring. The campaign marks the latest example of a brand going digital-first and using the social channel to anchor the debut of its campaign (see more). 

With so many brands and publications sharing interesting content like this, on top of social influencers themselves, it is hard for marketers to compete. Google will be hoping to tap into the lure of partnerships such as these. 

?Advertisers will eventually have access to a platform that allows them to insert their brand message into content on a massive scale,? Mr. said. ?Advertisers understand that influencers offer brands a more organic endorsement of their products and already hold a level of trust with their followers, but obtaining the reach necessary for these campaigns to move the needle has been difficult in the past. 

?With Google?s acquisition of FameBit, the opportunity to create a more automated, organized, and seamless way to discover and partner with relevant content creators is in sight,? he said.