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Plotline raises $2.6m as it harnesses AI to boost adoption in the super app era

Plotline

As customer acquisition costs soar, consumer companies are rushing to find new ways to make their apps appealing by building super apps that offer multiple services. But with 50% of the global population expected to be using super apps by 2050, the competition to win and engage users is intensifying. Plotline, a startup enabling consumer app companies to rapidly and effortlessly customize their apps, has raised $2.6 million from Elevation Capital to improve user adoption and loyalty in the super app era. Plotline was founded in 2022 by Shubham Jindal and Adarsh Tadimari, who previously led the business and AI teams at HyperVerge, a leading identity-verification SaaS company. The pair initially set out to help product teams get real-time app feedback, but quickly found that many apps were being underutilized because the majority of users weren’t aware of all of the available functionalities in the first place. Shubham Jindal, co-founder of Plotline commented: "Mobile apps are adding a lot more functionality into their apps today compared to half a decade ago. This poses a unique challenge in how users navigate and discover these offerings. Through our work with customers over the past year, we see that influencing user behavior by making apps dynamic can be extremely beneficial for the company and end user. As apps transition from single-function tools to vertical super apps that offer multiple complementary services - they realized there was untapped potential in helping marketers and users unlock their apps' full value.” Today, Plotline helps consumer brands make their apps dynamic based on individual user behavior, analyzing billions of data points to create a personalized experience that drives significant improvements in app usage. This helps product marketers cut through the noise in a way existing customer engagement platforms are currently unable to. While those platforms excel at bringing users back to apps through channels like push notifications, SMS, and emails, they fall short in being able to influence the user within the app itself. Furthermore, by integrating LLMs for content creation and continuous experimentation, Plotline ensures that each user's experience is optimally engaging and consistently evolving. Based in San Francisco and Bengaluru, Plotline’s powerful no-code platform facilitates in-app user experimentation with inline widgets, improves activation, feature adoption, and retention with nudges, and drives deeper engagement with gamification components. This empowers consumer brands across the globe to skyrocket their user adoption and engagement rates. Since launching just one year ago, Plotline has garnered significant traction among 50 consumer app teams, including industry leaders like Khatabook, BharatPe, CoinDCX, Niyo, Step, and Kredivo. Plotline has served over 150 million end users through its platform and has helped every customer improve implementation and experimentation speeds by up to 10x. Strategically deploying its $2.6m seed round to bolster key functions across R&D, marketing, and sales, Plotline is now looking ahead to drive expansion in the US, Middle East, Africa, and Asia-Pacific regions. “With the rise of vertical superapps, Plotline helps consumer apps cut through the noise and deliver the best in-app experiences through their no-code platform that allows growth marketers to craft and launch tailored UX campaigns. We're eager to support Shubham Jindal and Adarsh Tadimari on this journey as they redefine the dynamics of user engagement and drive unparalleled growth in this industry.” Poorvi Vijay, Vice President, Elevation Capital. “The growth isn’t just in numbers. With apps turning multi-functional, there’s a lot more ground to cover, and the role of app adoption platforms is becoming even more crucial. We’re enabling both companies and their users to navigate the dynamic digital landscape, and the journey is far from over,” said Shubham Jindal. About Plotline Plotline is a plug-and-play platform that empowers B2C product marketers to customize app experiences to each user’s behavior and preferences. Plotline facilitates app experimentation with inline widgets, improves activation, feature adoption, and retention with nudges, and drives deeper engagement with gamification components. Plotline powers over 50 gaming, fintech, and commerce consumer apps, including industry leaders like Khatabook, BharatPe, CoinDCX, Niyo, Step, and Kredivo. About Elevation Capital Elevation Capital is a leading venture capital firm that provides seed and early-stage capital for emerging companies in India. Having invested in India since 2002, Elevation has deployed over $2.6 Bn of capital in over 190 companies. The firm announced its eighth pool of capital of $670 million in April 2022. Co-led by Managing Partners Ravi Adusumalli and Mukul Arora, along with Partners Mridul Arora and Mayank Khanduja, the firm has invested across Consumer Internet, SaaS, Fintech, Consumer Brands, Edtech, Healthtech and Deeptech. Elevation Capital has offices in Bengaluru and Gurgaon. Contact Details Plotline Bilal Mahmood +44 7714 007257 b.mahmood@stockwoodstrategy.com Company Website https://www.plotline.so/

May 02, 2024 09:00 AM Eastern Daylight Time

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Listen B*tch Tackles Toxic Bounce Back Culture, Encouraging New Moms to Embrace ‘Mom Puberty’ Instead

Listen B*tch

Canadian wellness brand, Listen B*tch, is launching a campaign that challenges bounce back culture and urges new moms to embrace the physical, psychological, and emotional transformation that comes with motherhood - a process they’re calling ‘Mom Puberty’. The campaign launches with a series of rallying billboards across Toronto alongside a digital gallery that offers an unfiltered view on the postpartum period while encouraging women to dismiss societal pressures to 'bounce back'. The campaign targets bounce back culture which disregards the physical and mental recovery needed postpartum and places unrealistic expectations on women to “snapback” to their former selves. “Embracing and normalizing the change you're experiencing is a powerful way to combat bounce-back culture,” says Listen B*tch Co-Founder, Daniela Angelucci-Rizzi. “Similar to adolescence, becoming a mother is a transitional period which involves physical, hormonal, psychological and emotional changes. That process is known as 'Matrescence’. Or as we like to call it - ‘Mom Puberty”. The campaign aims to redefine the cultural conversation around postpartum experiences by presenting a more realistic view of the joys and hardships that new motherhood presents. As part of this initiative, Listen B*tch is launching an online gallery showcasing unfiltered portraits of postpartum moms. The portraits are accompanied by personal narratives that explore their transformative journey into motherhood - the challenges, triumphs, and the things they think new or expecting moms should know. In addition to the online gallery, Listen B*tch is bringing this campaign to the streets of Toronto with billboards that champion the same message. The billboards can be found at, College & Dovercourt, Queen St West & Augusta Ave, Dundas St West & Rusholme Rd, Queen St West & Noble St, Queen St West & Triller Ave, and College St & Clinton St. On May 6th from 5pm-9pm, the general public will have the opportunity to attend an exhibit of the project at Cry Baby Gallery in Toronto. The brand is also donating copies of their New Mom and Pregnancy Affirmation Card Decks to support groups at Sunnybrook and North York General Hospital, as a way to provide tangible support and encouragement to women navigating the complexities of motherhood. To capture the raw portraits of the Canadian moms, Listen B*tch partnered with Toronto-based photographer and mom, Jorian Charlton whose work has been featured at the Art Gallery of Ontario, the Art Gallery of Mississauga, and the critically acclaimed exhibition - The New Black Vanguard. Listen B*tch is a Canadian, women-owned wellness brand that was co-founded by entrepreneurs Daniela Angelucci-Rizzi & Michelle Osei-Bonsu. The brand, best known for their cheeky deck of affirmation cards, launched two new affirmation card decks in 2024 focusing on expecting moms and new moms. Contact Details Langton PR Inc. Amanpreet Dhami, Account Director Amanpreet@langtonpr.com Langton PR Inc. Daniel Pillai, Vice President Daniel@langtonpr.com Company Website https://www.listenbitch.ca/

May 02, 2024 09:00 AM Eastern Daylight Time

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The Media Agency Shift - Genius Monkey’s Assessment

Genius Monkey

Looking back 20 – 25 years ago, you simply could not get your commercial on TV, your ad on a billboard, or mailers sent out to your audience without going through an advertising agency. They were the end-all-be-all for anything you needed in marketing and there really was no other option. But the advertising landscape has changed dramatically in the last couple of decades, thanks in no small part to new technologies and – more recently – a worldwide pandemic that changed how many companies prioritize resources. The media agency is going through a paradigm shift. Here is our assessment of where we are and where we are going. The COVID Effect In 2013, around 58% of marketers had transitioned to in-house agencies in an effort to cut costs and middlemen. When the pandemic hit in 2019, this process accelerated and saw many businesses adopt the in-house method, whether they were ready for it or not. Many companies’ internal teams – which were already understaffed and overworked – quickly began getting overburdened by the immense workload. Agencies that previously had Google experts, GRP buying teams, social media departments and more were now being significantly downsized, sometimes reducing teams to as little as 2-5 people in total. These teams were also generally using self-serve platforms, a supposedly cost-effective solution where the advertiser builds and maintains campaigns themselves. If the team found themselves lacking the expertise needed on certain platforms or ways of buying media, there wasn’t much they could do. Marketing suffered, and many companies found themselves in this situation amid the upheaval of Covid-19. From Self-Serve to Fully-Managed For better or worse, the majority of the industry followed this path. In 2023, a full 82% of marketers had transitioned to an in-house model; today, many teams are now starting to feel the squeeze. They need more efficient tools and all-in-one platforms that can help them do more with less time. Enter the fully-managed platform, where the ad tech companies build and maintain the campaigns for the advertiser. With this methodology switch, advertisers can remain on 15-20+ DSPs/networks in a fraction of the set up and management time, all while having a much more accessible and digestible all-in-one reporting location. Above all, advertisers could make use of the expertise that came with a fully managed platform: a support group they could always come to for help with specific and nuanced marketing questions. Ad placements and programmatic campaigns become a footnote so in-house teams can focus on branding, company voice, and other areas where they are the experts. The Media Agency Shift So where does this leave the media agency? There are things that an agency can do better than anyone; there’s no better partner for brand development, TV GRP buying and more. But in an evolving landscape, agencies also need to adapt if they want to thrive. The best agencies find the best partners and assimilate a team with the expertise to help companies thrive and aggressively pursue their goals. Embracing fully managed platforms is just one example of how agencies can reap the same benefits as the in-house teams with: Full ad coverage with placements on all devices Access to programmatic experts Campaigns supervised by humans instead of an AI. Decreased costs and more efficient workflows. Genius Monkey data alone shows a 19% better cost per conversion on fully managed over self-serve with even better metrics on CPC, CPM and other key data points. Efficiency is the metric of the future, and fully-managed platforms are built to deliver it. The Genius Monkey Difference Of course, not all programmatic platforms are created equal, and finding the right fit is step one to reaping the benefits of modern marketing. Featuring the latest technologies and spanning dozens of networks and DSPs, Genius Monkey is the farthest-reaching platform on the planet, built to track every detail of the customer journey and cut your cost-per-conversion. No matter your audience, no matter your industry, Genius Monkey can help you evolve your marketing to the next level. Get in touch with us today to see how! Contact Details Genius Monkey Travis Champ- Chief Operating Officer Info@geniusmonkey.com Company Website https://geniusmonkey.com/

May 01, 2024 03:49 PM Eastern Daylight Time

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TOWER CAPITAL GROUP SPONSORS A GLOBAL INVESTMENT CONSORTIUM

TOWER CAPITAL GROUP

TOWER CAPITAL GROUP, market maker of Generational Health, defines the trillion dollar category as pivotal to evolutionary capacity, country competitiveness, and global health. In a recent publication TOWER reveals that a critical lever for Generational Health is Women’s Health. TOWER states that funding women’s health innovation is a requirement for Generational Health and has committed to support this effort at a global scale. In demonstration of this commitment, TOWER expands its relationship with the Centre for Health and Healthcare at The World Economic Forum, and is the lead champion and sponsor of a first-in-kind global women’s health investment consortium. The Consortium, ”Global Women’s Health Responsible Investment Consortium” is designed to serve the global need for innovation in women’s health. Not only to be a channel of investment, but responsible and sustainable funding for the category. The Consortium serves to: Unite Global Investors with Global Innovators for Women’s Health Outcomes Accelerate and Measure Commitments to Funding and Secure Matching Commitment to select Innovators Leverage The World Economic Forum and Global Alliance for Women’s Health Platform to Curate Investment Outcomes Amplify Tower Capital’s Collective of ~1000+ Innovators Open the Aperture of Women’s Health Through the Lens of Generational Health “There is nothing more important than actualizing innovation and scientific breakthroughs for women, to ensure Generational Health.” Sanskriti Thakur, TOWER CAPITAL GROUP Founder and Chairwoman. “In collaboration with TOWER CAPITAL, we are delighted to launch the First Global Responsible Investment Consortium for Women’s Health. Together, let’s bridge the funding gap and unlock innovation for better health outcomes for all women.“ Shyam Bishen, Head, Centre for Health & Healthcare, The World Economic Forum. About TOWER: Operating across industries, regions and partners, TOWER CAPITAL GROUP and its affiliates deploy expertise and capital to uncover economic value, investment, and innovation within Generational Health and bring it to stakeholders across the globe. Generational Health are those effects passed on genetically, epigenetically, and environmentally, shaping humanity’s evolutionary curve. It represents a multi-trillion-dollar opportunity encompassing critical areas of community, environment, and women’s health. Visit www.towercapital.org for more information on Generational Health, the company, and its mission. Investor Inquiries: Sheri Bailey sheri@towercapital.org Contact Details For Media Inquiries please contact TOWER CAPITAL GROUP contact@towercapital.org Company Website https://towercapital.org/

May 01, 2024 12:00 PM Eastern Daylight Time

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FTN Network Releases 2024 NFL Draft Team Grades and Rookie Fantasy Scouting Guide Following 2024 NFL Draft

FTN Network

FTN Network, a company built for delivering affordable, customizable, and highly detailed NFL advanced charted data for betting, season-long fantasy, and daily fantasy, ushered the 2024 football season today with the release of its 2024 NFL Draft Team Grades and 2024 Rookie Fantasy Scouting Guide 2.0. The guide, which is authored by FTN President and Sirius XM Radio Host Jeff Ratcliffe, features rookie rankings, projections, veteran comps, dynasty value, trade value charts, draft boards, and more. FTN’s 2024 football season started on a high note with a successful weekend of NFL Draft coverage after providing NFL fans with some the most accurate set of mock drafts in the industry. In a field of 137 contestants, three FTN analysts finished in the top 15 of the FantasyPros mock draft accuracy contest: Tyler Loechner (4th place), Ratcliffe (13th), and Chris Meaney (14th). No other media company had two or more analysts finish inside the top 20 and Ratcliffe has now finished 13th or better in back-to-back years. FTN’s coverage included a live blog with instant reactions and fantasy projections from Ratcliffe for every fantasy-relevant rookie selected during the first three rounds of the draft. In addition to Ratcliffe’s projections and analysis, the coverage included insight from FTN’s Chief Analytics Officer and DVOA inventor Aaron Schatz, Mike Randle, Meaney, fantasy analyst Adam Pfeifer, and rookie expert Jeremy Popielarz. FTN also produced immediate, instant-reaction video breakdowns during the first night of the draft. “We provided fans with the most accurate information before the draft, live fantasy analysis during the draft across multiple mediums and the most comprehensive rookie fantasy scouting guide in the market,” said FTN Network CEO Perry Gershon. “Our extensive coverage of the NFL draft and our ongoing analysis of the incoming rookie class continues to prove that FTN is the one-stop-shop for NFL fans, fantasy players and bettors.” Along with pre, post and in-draft content, Randle gave all 32 NFL teams a 2024 Draft grade on the A-F scale. The Pittsburgh Steelers, Miami Dolphins and Los Angeles Chargers topped Randle’s charts with A+, A and A grades, respectively. The Carolina Panthers, Las Vegas Raiders and Dallas Cowboys rounded out the bottom of the 32 teams, receiving C grades. Additionally, Randle provided fantasy grades for every team that saw the Chargers score the highest (A+) and the Atlanta Falcons and Cowboys score the lowest (F). While Ratcliffe’s 2024 Rookie Fantasy Scouting Guide had been released prior to the draft, version 2.0 is now live and includes post-draft information. It can be found here. The guide includes 150 player-by-player breakdowns, draft boards, player comps, rankings for regular and superflex leagues, a dynasty rookie pick trade value chart and more and will be continuously updated before the start of the 2024 NFL season. About FTN Network FTN Network is a sports data B2B and fantasy sports and betting media B2C company. Founded in 2020, FTN gives the fantasy and sports betting community an edge through their own unique ecosystem - providing customizable tools that turn raw data into true insights while also offering expert analysis and content to help users make the best decision possible. Contact Details Hot Paper Lantern Sterling A. Randle +1 801-319-6153 srandle@hotpaperlantern.com

May 01, 2024 09:03 AM Eastern Daylight Time

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Hong Kong Authorities Approve Bitcoin and Ethereum ETF, A New Dawn For These Tokens?

Kangamoon

After the Hong Kong regulatory authority's approval of Bitcoin and Ethereum ETFs, the crypto market is set to witness a resurgence. Some of the tokens that badly need this approval are Ethereum (ETH) and Polkadot (DOT) which have slipped considerably in the wake of the bearish sentiments. For KangaMoon (KANG), the development is a good way of continuing its bullish momentum, projecting it as one of the best meme coins to buy now. KangaMoon (KANG)- An Injection of Fresh Idea KangaMoon's fresh idea is set to revolutionize the meme coin market. The platform blend of SocialFi and GameFI models projects it as the future of meme coin utility, offering a platform where participants come together for an immersive gaming experience. KangaMoon's ideas also transcend to making the platform a user-centric one. Every participant on the platform has a chance to earn significant rewards through their active participation. Players earn through weekly, monthly, and quarterly competitions. Spectators earn through predictive betting while holders get free tokens through simple social tasks. At stage 5 of the ICO campaign, KangaMoon has broken through as one of the best meme coins to buy. Its native token KANG has witnessed huge growth, rising from $0.005 at inception to $0.0196 now. With the price rising, investors have also pocketed a 290% ROI for holding on to the token. With the listings across major exchanges set to happen in Q2 2024, KangaMoon's potential ROI could be up 1000%. Although the token has proved itself in the meme coin market, keen watchers believe more are still to come. With events such as the approval of Bitcoin and Ethereum ETFs and the upcoming bull market, KangaMoon can truly serve investors with a bounce to $1. Can The Effect of Hong Kong ETF Approval Kickstart a New Dawn For Ethereum (ETH)? Ethereum (ETH), the number two crypto, has witnessed a subdued performance in recent times, losing almost $1000 of its price value within a few months. However, the recent approval of the Ethereum ETF in Hong Kong is expected to trigger a massive rally in the next few months. Even though the Ethereum token still has the US SEC to contend with, Ethereum EMA is battling hard to find support at the $3k threshold. If Ethereum's price can find support, analysts observe that it may restage its move above the key resistance level of $3500. Otherwise, a pullback to below $3k can not be ruled out. Holders Expect Polkadot (DOT) To Surge After Breaking Key Support Level Now that Polkadot (DOT) has broken out of the support level of $6.5, the token may be set for an extended spell with a bullish sentiment. From the trading outlook, the Polkadot token is moving next into the 100-day EMA located at $8.1 and the Fibonacci retracement level situated at $8. This audacious jump by Polkadot may be due to the recent massive adoption of the Polkadot network by many projects. Projects such as Moonsong Labs, Origin Trail, and Neuro Web AI have all embraced Polkadot silky blockchain as their preferred network to drive their platform growth. Discover the Exciting Opportunities of the KangaMoon (KANG) Presale Today! Website: https://KangaMoon.com/ Join Our Telegram Community: https://t.me/KangaMoonofficial Integrating GameFi and Play To EarnEmbark on your quest for glory. Assemble your champions, engage in epic battles or bet on your favorite fighters to earn $KANG tokens and exclusive rewards. Gain control of rare NFTs, unlock exclusive content and build alliances with fellow gamers as you ascend the ranks and leaderboards. Disclaimer: The following disclaimer is important to read and understand before engaging with Kangamoon, a play-to-earn meme coin. By accessing or participating in any activities related to Kangamoon, you acknowledge and accept the terms outlined below: 1 No Financial Advice: This whitepaper and any associated content do not constitute financial advice, investment recommendations, or solicitation to purchase Kangamoon tokens. The information provided is for informational purposes only. It is your responsibility to conduct thorough research and seek professional advice before making any financial decisions. 2 Volatility and Risks: Cryptocurrencies, including Kangamoon, are volatile and subject to significant price fluctuations. Investing in or holding Kangamoon tokens involves substantial risks, including the possibility of total loss. Past performance is not indicative of future results. 3 Regulatory Compliance: The regulatory environment surrounding cryptocurrencies is evolving and varies across jurisdictions. It is your responsibility to ensure compliance with applicable laws and regulations in your country or region before engaging with Kangamoon. 4 Uncertain Market: The market for meme coins and play-to-earn platforms is highly speculative and subject to rapid changes. There is no guarantee of market demand, liquidity, or utility for Kangamoon tokens. Token values may fluctuate drastically and may not reflect the intrinsic value of the project. By continuing to engage with Kangamoon, you acknowledge and accept the risks and limitations outlined in this disclaimer. You should only participate if you fully understand and are willing to assume these risks. Contact Details Kangamoon marketing@kangamoon.com Company Website https://kangamoon.com/

May 01, 2024 05:27 AM Central Daylight Time

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Franklin Templeton Launches Money Market Fund on Polygon; Why Are Tron and KangaMoon Surging?

Kangamoon

Franklin Templeton recently created a money-market fund on the Polygon (MATIC) blockchain, which indicates that institutions are becoming more interested in DeFi. Meanwhile, Tron (TRX) and KangaMoon (KANG) are the best cryptos to buy. Analysts hint that KANG, a Stage 5 presale star, may become a $0.5 crypto in 2024. The Polygon Crypto May Soar After Franklin Templeton Announcement Franklin Templeton has revealed that the Franklin OnChain U.S. Government Money Fund (FOBXX) will be integrated into the Polygon (MATIC) blockchain. This is a significant step for the first-ever U.S.-registered mutual fund, which now uses public blockchains to perform transactions. Meanwhile, the Polygon coin has been riding a bullish wave. Over the last week alone, the Polygon crypto value rose from $0.67 to $0.70. During that time, the Polygon market cap increased from $6.88B to $6.97B. This crypto is trading above its 200-day EMA, so experts have made a bullish Polygon price prediction. They foresee growth to $1.10 within Q2 of 2024. Tron (TRX): Another Good Crypto To Buy Tron (TRX) is another token making waves in this market. Over the last seven days, the Tron price soared from $0.11 to $0.12. The Tron market cap surged from $9.60B to $10.46B in that period. Additionally, Messari reports that Tron had positive growth in many sectors in Q1 of 2024. For example, the USDT on TRON reached $50B. In addition, there are now 25 technical indicators for the Tron coin in the green. Because of this, market analysts remain bullish on this crypto. In their Tron price predictions, they forecast a rise to $0.17 before Q2 of 2024 ends. KangaMoon (KANG): The Best New Crypto To Invest In Global traders are also gravitating to KangaMoon (KANG), a rising presale sensation. This presale has raised over $5.8M so far and is expected to reach $6M by the end of April 2024. The community has over 20K registered members and 6K KANG holders, showing strong involvement. Recently, KangaMoon announced a major partnership with RiotSharks, bringing thrilling raids and a $1K monthly reward pool. This development has only increased the level of attention that KangaMoon is getting. Essentially, KangaMoon will launch a P2E game where KANG will be used to buy in-game items and upgrade characters. What makes KangaMoon unique is its focus on giving back to its community. For example, KangaMoon rewards the most active community members with free KANG tokens before its launch. Therefore, countless individuals are now rushing to like and share KangaMoon's social media posts. Currently, one KANG costs just $0.0196 in Stage 5 of its presale - a 290% pump from its starting price of $0.005. However, since it has ties to the P2E gaming market, which may reach $885M by 2028, its long-term growth potential is stellar. Experts foresee a rise to $0.5 once a Tier-1 CEX lists KANG in Q2 of 2024. This makes KANG the top crypto to invest in. Can KangaMoon Outpace Polygon and Tron? KangaMoon possesses a major advantage over Polygon and Tron—a low market cap of $19.6M. This means that KANG will surge much faster, as it needs fewer new funds for its price to rise. Therefore, KANG is the best new crypto to invest in. Sign up for its presale now and get a 10% bonus. Discover the Exciting Opportunities of the KangaMoon (KANG) Presale Today! Website: https://Kangamoon.com/ Join Our Telegram Community: https://t.me/Kangamoonofficial Integrating GameFi and Play To EarnEmbark on your quest for glory. Assemble your champions, engage in epic battles or bet on your favorite fighters to earn $KANG tokens and exclusive rewards. Gain control of rare NFTs, unlock exclusive content and build alliances with fellow gamers as you ascend the ranks and leaderboards. Contact Details Kangamoon marketing@kangamoon.com Company Website https://kangamoon.com/

May 01, 2024 02:43 AM Central Daylight Time

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Small Business Week: Tech Tools

News Media Group, Inc.

Contact Details News Media Group, Inc. Karl Wayne +1 334-440-6397 karl@newsmg.com Company Website https://newsmg.com/

April 29, 2024 10:18 AM Eastern Daylight Time

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IZEA (NASDAQ: IZEA) Defied Critics And Naysayers As It Helped Pioneer Influencer Marketing In 2004 – Here’s What It Sees Next In The Industry’s Evolution

Benzinga

By James Blacker, Benzinga The 21 st century has witnessed the rise of influencer marketing as a vital tool for brands seeking to boost their online visibility and reach new audiences. It has evolved from a niche strategy into a multi-billion-dollar industry that shapes consumer behavior worldwide. And it’s showing no signs of slowing down, with a projected CAGR of 31.78% over 2024-2029 that would bring the market size to $94.21 billion as businesses of all sizes leverage the advantages it provides. In a nutshell, influencers are individuals who have a significant social media presence and a dedicated follower base and, therefore, have the power to affect purchasing habits by posting content on platforms such as Instagram, YouTube or TikTok. While traditional advertising using celebrity endorsements can sometimes be seen as unrelatable by the everyday individual, influencers can deliver content that is perceived to be more authentic and relatable. Just two decades ago, however, this phenomenon was still in its infancy. Early Seeds Of Influence IZEA Worldwide Inc. (NASDAQ: IZEA) Founder and CEO Ted Murphy recognized early on that independent creators were starting to hold more and more sway over public perception. In 2004, he created the concept of “e-seeding” within his interactive agency. This involved leveraging the influence of bloggers and MySpace celebrities to promote brands. The following year, in 2005 he launched the BlogStar Network, a database of bloggers that the team would reference to send out offers and manually negotiate brand deals. This approach was initially successful, but scaling this type of marketing would require technology. PayPerPost And Industry Disruption In 2006, Murphy created the first influencer marketing platform called PayPerPost – a marketplace that paid bloggers to create content for brands. Initially, sponsored social media content was widely viewed with skepticism. In an era when social media was still free of advertising, Murphy was attacked by many in the industry who were concerned that this new model would lead to a flood of inauthentic content on the internet. Despite raising significant funding and introducing the first disclosure policy in the first year, it still seemed that the industry was against Murphy and unable to see his vision, with countless negative articles written about PayPerPost in that year. Expansion And Recognition In 2007, the company rebranded as IZEA. In the same year, it created a new platform called SocialSpark in response to the rise of Twitter and other social media channels. Two years later in 2009, as demand for Twitter campaigns increased, IZEA launched SponsoredTweets.com. It was around this time that the industry started to take influencer marketing more seriously, and over the next few years, more and more publications began to offer sponsored posts, including the early critics. Today, influencer marketing is a growing multi-billion-dollar space. According to IZEA’s historical transaction data, the average cost of a sponsored blog post grew 98X in the first decade, from $7.39 in 2006 to $726 in 2016. The average cost hit $1,492 in 2022 and has continued to rise, with some creators charging tens of thousands of dollars for a single post. Looking Ahead Speaking at the Adweek Creatorverse event in 2023, Murphy noted that the influencer marketing industry is set to undergo significant changes in the coming years with rapid improvements in AI technology. Research carried out by IZEA Worldwide Inc. (NASDAQ: IZEA) indicates that 66% of influencers are already using AI in their daily life. Furthermore, 38% are using AI to generate images. While the technology is still developing, creators will likely soon be able to use AI to produce realistic images of themselves, anywhere in the world, doing anything. As the industry adopts this new technology, the same concerns over authenticity, content quality and disclosure are sure to arise. However, in Murphy’s words: “The magic that happens when you give people access to new technology, the opportunity that spews from disruption — you can choose to ignore it, you can try to run from it, or embrace it.” Featured photo by dole777 on Unsplash. Benzinga is a leading financial media and data provider, known for delivering accurate, timely, and actionable financial information to empower investors and traders. This post contains sponsored content. This content is for informational purposes only and not intended to be investing advice. Contact Details Benzinga +1 877-440-9464 info@benzinga.com Company Website http://www.benzinga.com

April 29, 2024 08:45 AM Eastern Daylight Time

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