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Twitter looks to native mobile video in bid to extend reach – Mobile Marketer

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February 6, 2015

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Twitter looks to native mobile video in bid to extend reach
Twitter hopes the introduction of native mobile video will boost the number of people who use its service, supplementing its new search partnership with Google and other moves aimed at broadening its appeal.
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Piggybacking picks up steam as way into social conversations for brands
A growing number of marketers are piggybacking on another brand’s advertisements during live events, a strategy that can link brands together in consumers’ minds and potentially drive awareness, although not all such tie-ups are created equal.
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Johnson & Johnson’s Listerine combines email, social in oral health push
Johnson & Johnson’s Listerine brand is tapping social and mobile to motivate consumers to take up a 21-day challenge to use the mouthwash for a chance to win a slew of prizes while improving their oral health.
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Under Armour signals digital health aspirations with MyFitnessPal, Endomondo acquisitions
Under Armour’s acquisition of MyFitnessPal and Endomondo will allow the brand to become a leader in digital health and fitness as the two continue to converge.
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Allconnect decreases acquisition costs by 43pc on click-to-call ads
Time Warner Cable and Allconnect are among the brands using a new data analytics solution on click-to-call mobile ads, with the latter able to reduce acquisition costs by optimizing its keyword selection.
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