Mumbrella360: Content, data and the digital generation with Mashable

As part of our recap of the highlights from Mumbrella360, Mashable’s global strategy director Adam Ostrow explains how the brand decides where it should focus its efforts.

Adam Ostrow at Mumbrella 360

Adam Ostrow at Mumbrella 360

At the end of the presentation he is joined on stage for a Q&A with editor Alex Hayes.

During the session, held days after Mashable launched a video production arm called Mashable Studios, he outlined the way the site had grown from the founder’s bedroom to having offices across the globe, and the strategy behind the brand moving into Asia and Australia.

The brand had been very active on live streaming service Persicope adn said about them: “Persicope and Meerkat will succeed if they can scale. But the average session [on Periscope] is only getting a few hundred views at the moment. So it doesn’t make sense for advertisers yet.

“It’s still super early [for Periscope and Meerkat]. We don’t worry about monetisation yet. It’s just important [for brands] to get on there and try them out.”

“Distribution is shifting very quickly. Who would have known that Facebook would start hosting content on its own site? It’s important to be on and worry about monetisation later,” he said.

He also talked about Mashable’s system which can predict when a story is about to go viral, and how it is working with agencies and brands to leverage that.

A full write-up of the session can be found here.


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