Bloomberg’s TicToc is going into New York cabs and airports

Bloomberg’s TicToc is now available in New York taxis and Bloomberg has signed a deal with Reach TV to bring TicToc content to 500 screens in 30 airports across America, reports Ian Burrell of The Drum.

Burrell writes, “‘Ultimately what we want to do is create a news brand that people trust and that they can rely on throughout their news day, wherever they are,’ says TicToc’s general manager Jean Ellen Cowgill. ‘People expect that brands will follow them today, they don’t expect to have to go where a brand is.’

“One of the essential findings of TicToc’s first year has been the importance of what it calls the ‘Key Frame’ which is a pivotal video segment which defines a story in as little as 10 seconds. Cowgill has coined such a clip as a ‘visual quote’. An example would be a Parisian crowd around the Eiffel Tower, erupting at France’s World Cup triumph last summer. Broadcast news veterans might recognise the technique as similar to the fleeting pictures presented to audiences with a brief headline at the opening of TV bulletins – only TicToc Key Frames are shot in mobile-friendly square aspect ratio and maximise screen space with data and graphics.

“The Key Frame is one of a series of video techniques (including live streaming) which TicToc uses on Twitter to explain a breaking story or major news event. Another is the ‘TicToc Signature’, which aims to provide depth and analysis succinctly. ‘While each individual story might be only 60 seconds we are creating a portfolio of videos that help our audience understand the issue or event over time,’ says Cowgill.”

Read more here.