Driving ROI of Your B2B Marketing with Entertainment

Apurva Pathak | July 7, 2022 | 1101 views | Read Time : 02:51 min

Driving ROI of Your B2B
B2B companies are harnessing entertainment to drive their marketing ROI. They are using strategies that meet the changing needs of B2B customers and take advantage of how technology is improving.

Let us examine the top five entertainment marketing strategies that can get engagement for your B2B content:


On-Demand Content Rules

B2B corporate Salesforce recently announced a new streaming service—Salesforce+—that exclusively caters to businesses. If you want to try something like this, you don’t need to create a new streaming platform. Instead, you can use your social media accounts to share unique content that your target audience will find interesting.


Presentation Shouldn’t Be a Priority

Your B2B audience isn’t any different from the audience that consumes basic TikTok videos, reality TV shows, or YouTube clips that don’t have the best scripts. Any grippingly human content presented on popular channels of entertainment appeals to the viewer and can influence their buying decisions.


Harness User-generated Content

Harness user-generated content like videos, reviews, and testimonials. When your customer tells your brand’s story or how your brand helped them solve their problems, the content is engaging and authentic for your prospects and influences their purchase decisions. Additionally, such content receives high engagement and improves your brand’s reputation.


Relevance Wins Hearts

If the content you are producing is entertaining and engaging, addresses the pain points and demands of your target audience, and is timed perfectly to match the dynamic market needs, your prospects might relate to your brand better and avail your product or services.


Create Immersive Experiences Through Events

With the help of experience experts Boost Experiential, Google created an Event Series to target small businesses in the U.S. They led a nationwide initiative to offer educational seminars and coaching to small businesses. They held events in 50 states and introduced Google’s tools to thousands of business owners. As a result, they have got more than 50, 000 small businesses online.


Entertainment Could Be a B2B Trend for 2022

Create valuable, memorable, entertaining, and engaging content addressing customer pain points. Make it available to your target audience through popular channels like streaming sites, social media, webinars, live events and more to get your marketing ROI.

Spotlight

Zinkia Entertainment

Zinkia Entertainment, which specialises in the creation and management of entertainment brands for the international market, is primarily involved in the animation business, creating quality content for the audiovisual market as well as interactive content for multi-player console and online games.

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Zinkia Entertainment

Zinkia Entertainment, which specialises in the creation and management of entertainment brands for the international market, is primarily involved in the animation business, creating quality content for the audiovisual market as well as interactive content for multi-player console and online games.

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This seamless experience shows how in-car entertainment can reach exciting new levels by perfectly integrating hardware and software.” -Markus Schäfer, Member of the Board of Management of Mercedes‑Benz Group AG, Chief Technology Officer Mercedes-Benz drivers who are already subscribed to Apple Music gain immediate access to an ever-growing selection of songs and albums available in Spatial Audio from some of the world’s biggest artists spanning all genres, including hip-hop, country, Latin, pop, and classical1. Apple Music also offers curated Spatial Audio playlists like Driving in Spatial Audio and Hip-Hop in Spatial Audio, where listeners can find and discover songs from their favorite artists. Additionally, subscribers can access Apple Music’s entire catalog of 100 million songs, thousands of editorially curated playlists, and daily selections from the world’s best music experts, including all of the artists and hosts broadcasting across its Apple Music 1, Apple Music Hits, and Apple Music Country global live-stream radio stations. The limited edition Mercedes‑Maybach by Virgil Abloh, released to consumers recently, was one of the first cars in the world — and the first model in the Mercedes‑Benz lineup — to offer this superior, multidimensional soundscape powered by the Burmester® high-end 4D sound system. The technology will be rolled out to other models soon. The Burmester® high-end 4D sound system includes: 31 speakers, including six 3D speakers that emit their sound from above, 4 near-ear speakers in the front seats, an 18.5-liter subwoofer 8 sound transducers (two per seat) 2 amplifiers 1750 watts power About Apple Music Apple loves music. Apple revolutionized the music experience with iPod and iTunes. Today, the award-winning Apple Music celebrates musicians, songwriters, producers, and fans with a catalog of over 100 million songs, expertly curated playlists, and the best artist interviews, conversations, and global premieres with Apple Music Radio. With original content from the most respected and beloved people in music, autoplay, time-synced lyrics, lossless audio, and immersive sound powered by Spatial Audio with Dolby Atmos, Apple Music offers the world’s best listening experience, helping listeners discover new music and enjoy their favorites while empowering the global artist community. Apple Music is available in over 167 countries and regions on iPhone, iPad, iPod touch, Mac, Apple Watch, Apple TV, HomePod mini, CarPlay, and online at music.apple.com, plus popular smart speakers, smart TVs, and Android and Windows devices. Apple Music is ad-free and never shares consumer data with third parties. More information is available at apple.com/apple-music. Further information about Mercedes-Benz is available at www.mercedes-benz.com. Press information and digital services for journalists and multipliers can be found on our Mercedes me media online platform at media.mercedes-benz.com as well as on our Mercedes-Benz media site at group-media.mercedes-benz.com. Learn more about current topics and events related to Mercedes-Benz Cars & Vans on our Mercedes-Benz AG at a glance Mercedes‑Benz AG is responsible for the global business of Mercedes‑Benz Cars and Mercedes‑Benz Vans, with around 172,000 employees worldwide. Ola Källenius is Chairman of the Board of Management of Mercedes‑Benz AG. The company focuses on the development, production and sales of passenger cars, vans and vehicle-related services. Furthermore, the company aspires to be the leader in the fields of electric mobility and vehicle software. The product portfolio comprises the Mercedes‑Benz brand with the brands of Mercedes‑AMG, Mercedes‑Maybach, Mercedes‑EQ, G‑Class as well as products of the smart brand. The Mercedes me brand offers access to the digital services from Mercedes‑Benz. Mercedes‑Benz AG is one of the world's largest manufacturers of luxury passenger cars. In 2021 it sold around 1.9 million passenger cars and nearly 386,200 vans. In its two business segments, Mercedes‑Benz AG is continually expanding its worldwide production network with around 35 production sites on four continents, while gearing itself to meet the requirements of electric mobility. At the same time, the company is constructing and extending its global battery production network on three continents. As sustainability is the guiding principle of the Mercedes‑Benz strategy and for the company itself, this means creating lasting value for all stakeholders: for customers, employees, investors, business partners and society as a whole. The basis for this is the sustainable business strategy of the Mercedes‑Benz Group. The company thus takes responsibility for the economic, ecological and social effects of its business activities and looks at the entire value chain.

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Apple Music and Mercedes-Benz Bring Premium Immersive Spatial Audio to Drivers Worldwide

Apple Music and Mercedes-Benz | October 17, 2022

Apple and Mercedes‑Benz announced that Apple Music’s highly acclaimed Spatial Audio with support for Dolby Atmos is now available as a native experience in Mercedes‑Benz vehicles for the first time, delivering on a shared commitment to provide customers worldwide with the very best music experience. Apple Music with Spatial Audio comes fully integrated through the MBUX infotainment system first in the Mercedes‑Maybach S‑Class, the EQS and EQS SUV, as well as the EQE, EQE SUV and the S‑Class, equipping these vehicles with studio-quality sound better than in any concert hall, and giving drivers a fully immersive listening experience with unparalleled, multidimensional sound and clarity“Sound quality is incredibly important to Apple Music which is why we are so excited to be working with Mercedes to make Spatial Audio on Apple Music available natively in the car for the first time, said Oliver Schusser, Apple’s vice president of Apple Music and Beats. Spatial Audio is revolutionizing the way artists create and fans listen to music and it’s an experience that is impossible to explain in words; you have to hear it for yourself to appreciate it. Together with Mercedes, we now have even more opportunities to bring wholly immersive music to our subscribers all over the world. “We’re joining forces to offer our customers a benchmark music experience unparalleled in the industry, We are proud that our vehicles will be the first-ever non-Apple devices to natively feature immersive Spatial Audio with Dolby Atmos. This seamless experience shows how in-car entertainment can reach exciting new levels by perfectly integrating hardware and software.” -Markus Schäfer, Member of the Board of Management of Mercedes‑Benz Group AG, Chief Technology Officer Mercedes-Benz drivers who are already subscribed to Apple Music gain immediate access to an ever-growing selection of songs and albums available in Spatial Audio from some of the world’s biggest artists spanning all genres, including hip-hop, country, Latin, pop, and classical1. Apple Music also offers curated Spatial Audio playlists like Driving in Spatial Audio and Hip-Hop in Spatial Audio, where listeners can find and discover songs from their favorite artists. Additionally, subscribers can access Apple Music’s entire catalog of 100 million songs, thousands of editorially curated playlists, and daily selections from the world’s best music experts, including all of the artists and hosts broadcasting across its Apple Music 1, Apple Music Hits, and Apple Music Country global live-stream radio stations. The limited edition Mercedes‑Maybach by Virgil Abloh, released to consumers recently, was one of the first cars in the world — and the first model in the Mercedes‑Benz lineup — to offer this superior, multidimensional soundscape powered by the Burmester® high-end 4D sound system. The technology will be rolled out to other models soon. The Burmester® high-end 4D sound system includes: 31 speakers, including six 3D speakers that emit their sound from above, 4 near-ear speakers in the front seats, an 18.5-liter subwoofer 8 sound transducers (two per seat) 2 amplifiers 1750 watts power About Apple Music Apple loves music. Apple revolutionized the music experience with iPod and iTunes. Today, the award-winning Apple Music celebrates musicians, songwriters, producers, and fans with a catalog of over 100 million songs, expertly curated playlists, and the best artist interviews, conversations, and global premieres with Apple Music Radio. With original content from the most respected and beloved people in music, autoplay, time-synced lyrics, lossless audio, and immersive sound powered by Spatial Audio with Dolby Atmos, Apple Music offers the world’s best listening experience, helping listeners discover new music and enjoy their favorites while empowering the global artist community. Apple Music is available in over 167 countries and regions on iPhone, iPad, iPod touch, Mac, Apple Watch, Apple TV, HomePod mini, CarPlay, and online at music.apple.com, plus popular smart speakers, smart TVs, and Android and Windows devices. Apple Music is ad-free and never shares consumer data with third parties. More information is available at apple.com/apple-music. Further information about Mercedes-Benz is available at www.mercedes-benz.com. Press information and digital services for journalists and multipliers can be found on our Mercedes me media online platform at media.mercedes-benz.com as well as on our Mercedes-Benz media site at group-media.mercedes-benz.com. Learn more about current topics and events related to Mercedes-Benz Cars & Vans on our Mercedes-Benz AG at a glance Mercedes‑Benz AG is responsible for the global business of Mercedes‑Benz Cars and Mercedes‑Benz Vans, with around 172,000 employees worldwide. Ola Källenius is Chairman of the Board of Management of Mercedes‑Benz AG. The company focuses on the development, production and sales of passenger cars, vans and vehicle-related services. Furthermore, the company aspires to be the leader in the fields of electric mobility and vehicle software. The product portfolio comprises the Mercedes‑Benz brand with the brands of Mercedes‑AMG, Mercedes‑Maybach, Mercedes‑EQ, G‑Class as well as products of the smart brand. The Mercedes me brand offers access to the digital services from Mercedes‑Benz. Mercedes‑Benz AG is one of the world's largest manufacturers of luxury passenger cars. In 2021 it sold around 1.9 million passenger cars and nearly 386,200 vans. In its two business segments, Mercedes‑Benz AG is continually expanding its worldwide production network with around 35 production sites on four continents, while gearing itself to meet the requirements of electric mobility. At the same time, the company is constructing and extending its global battery production network on three continents. As sustainability is the guiding principle of the Mercedes‑Benz strategy and for the company itself, this means creating lasting value for all stakeholders: for customers, employees, investors, business partners and society as a whole. The basis for this is the sustainable business strategy of the Mercedes‑Benz Group. The company thus takes responsibility for the economic, ecological and social effects of its business activities and looks at the entire value chain.

Read More

TECHNOLOGIES

Azerion acquires AdPlay and strengthens Italian digital advertising foothold

Azerion | November 25, 2022

Azerion has announced the acquisition of AdPlay, an Italian based digital advertising platform. Together, the companies will provide advertisers with access to even larger audiences in Italy through exciting new formats and content like digital out of home and first look at highly relevant sports content. At the same time, publishing partners will benefit from the additional revenues and advertising formats Azerion will bring to them. “I am pleased to announce the acquisition of AdPlay and strengthen our advertising business in Italy. The AdPlay team is a perfect fit with our Azerion culture, and their local expertise and experience will add to our ability to help our Italian customers to get the results they need from their advertising budgets. I am also very excited to welcome AdPlay’s Italian partners to the Azerion platform and grow our business together with them as well as extending our connected TV and digital out of home reach in the local market.” -Umut Akpinar, co-CEO of Azerion Azerion will integrate AdPlay’s digital cross-media solutions and campaign performance management, adding to its robust current offering in these areas. AdPlay exclusively represents some of the most relevant Italian publishers and has been pioneering the digital out of home market in Italy. Through this acquisition, Azerion will strengthen its position in Italy and increase its relevance as a partner that delivers easy, impactful and affordable access to large and diverse audiences through highly engaging content. Additionally, AdPlay recently launched Veedly, a dedicated solution focused on the distribution of on-demand multimedia content from the world of sports. Veedly is already cooperating with various sports leagues. The aggregated consideration is a combination of cash and shares. In total, 580,470 treasury shares were transferred to the selling shareholder. The transaction is effective as of 11th November 2022. AdPlay generated approximately €12 million gross revenue in 2021. This announcement follows various previous acquisitions in 2022, as Azerion continues to execute on its growth strategy. So far this year, Azerion has acquired an estimated annualised revenue in the range of €100 million to €125 million for a total aggregated consideration (combination of cash and shares) in the range of €90 million to €100 million. About Azerion Azerion is a high-growth digital entertainment and media platform. As a content-driven, technology and data company, Azerion serves consumers, digital publishers, advertisers, and game creators globally. Azerion’s integrated platform provides technology solutions to automate the purchase and sale of digital advertising for media buyers and sellers, supported by in-market sales and campaign management teams. Through our technology, content creators, digital publishers and advertisers work with Azerion to reach the millions of people across the globe that play Azerion’s games and view its distributed entertainment content to increase engagement, loyalty, and drive e-commerce. Founded in 2014 by two Dutch entrepreneurs, Azerion has experienced rapid expansion driven by organic growth and strategic acquisitions. Azerion is headquartered in Amsterdam, the Netherlands and is a publicly traded company listed on Euronext Amsterdam. For more information visit: www.azerion.com. About AdPlay AdPlay is a tech media company focused on the development of proprietary solutions for Publishers and Brand advertisers. AdPlay Media Holding is a strategic partner for the implementation of digital transformation and innovation plans, through its owned technologies and tailored consulting services.

Read More

TECHNOLOGIES,MEDIA AND BROADCASTING

Amagi acquires Streamwise to add more power to its streaming data analytics solutions

Amagi | November 24, 2022

Amagi, the global leader in cloud-based SaaS technology for broadcast and connected TV, announced that it has acquired Streamwise, an early stage data aggregation and reporting platform for content distributors. Streamwise specializes in automating and standardizing data collection across streaming platforms. The acquisition will help Amagi to enhance its data solutions capabilities with comprehensive, more streamlined reporting and dashboards. With the explosion of live linear channels, advertising and viewership on Free Ad-supported Streaming TV, data and insights on content and ad performance will become the key differentiator that helps content creators stay ahead of the game. The need for comprehensive insights is forcing content creators to invest heavily in building these capabilities in-house. Amagi THUNDERSTORM, the advanced server-side ad insertion (SSAI) solution offers a robust dataset of performance metrics on viewership and ad engagement to content brands that deploy it for monetization. But, content brands, as part of their distribution and monetization agreements, are often left with data and metrics from a variety of platforms in multiple formats that need to be consolidated to provide a holistic view of how their content is generating revenue. With Streamwise, Amagi will be able to seamlessly integrate its proprietary as well as third-party data to provide content brands with insightful, unified analytics. Streamwise's modern and intuitive UX will make it easy for Amagi's customers to gain actionable business insights in a centralized and automated manner. "What content brands need now more than ever is information at their fingertips. The genius of Streamwise's data platform lies in its simplicity and accessibility, making it an excellent value addition to Amagi's SSAI-based ad offerings. Together, we can enable content brands to shape their programming, optimize their distribution and generate better ROI," -Baskar Subramanian, CEO & Co-founder, Amagi. Our combined offering will help content distributors make smart decisions and scale their business in the streaming economy by saving content, sales, marketing, and finance executives from repetitive, manual, and error-prone processes, said Doug Shineman, CEO of Streamwise, who is joining Amagi to lead business development for its new analytics vertical. Amagi plans to offer Streamwise capabilities as a stand-alone offering to customers. Once it is integrated with the Amagi product suite in the coming months, customers will be able to additionally subscribe to Streamwise solutions in a seamless manner. Amagi provides a complete suite of solutions for channel creation, distribution and monetization. Amagi's global clients include ABS-CBN, AccuWeather, A+E Networks UK, Cinedigm, Cox Media Group, Crackle Plus, Fremantle, Gannett, Gusto TV, NBCUniversal, Tastemade, The Roku Channel and Vice Media among others. About Amagi Amagi is a next-generation media technology company that provides cloud broadcast and targeted advertising solutions to broadcast TV and streaming TV platforms. Amagi enables content owners to launch, distribute and monetize live linear channels on Free Ad-supported Streaming TV and video services platforms. Amagi also offers 24x7 cloud-managed services bringing simplicity, advanced automation, and transparency to the entire broadcast operations. Overall, Amagi supports 700+ content brands, 800+ playout chains, and over 2100 channel deliveries on its platform in over 40 countries. Amagi has a presence in New York, Los Angeles, Toronto, London, Paris, Melbourne, Seoul, Singapore, and broadcast operations in New Delhi, and an innovation center in Bangalore.For more information about Amagi and its streaming TV solutions, visit www.amagi.com.

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Events