Google cleans up DoubleClick Bid Manager | Lessons from Nissan on product-launch marketing | Urban Airship creates mobile wallet for The Body Shop
September 22, 2017
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Google cleans up DoubleClick Bid Manager
Google has updated DoubleClick Bid Manager to address advertisers' transparency and fraud concerns by giving extra information about and automated refunds related to invalid traffic, and it is pushing for wider adoption of the Interactive Advertising Bureau's ads.txt tool. DoubleClick Bid Manager will only purchase inventory from sellers authorized by a publisher's ads.txt file.
MarTech Today (9/21),  The Wall Street Journal (tiered subscription model) (9/21),  Advertising Age (9/21) 
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Report: Top 100 E-Retailers’ Email Strategies
Find out how leading e-retailers are using email to welcome new users, recover abandoned shopping carts, and grab customer attention. Learn what companies are doing right, what they can do to improve engagement, and get recommendations on how to make your emails stand out. Download the report
Marketing Strategy
Lessons from Nissan on product-launch marketing
Lessons from Nissan on product-launch marketing
(Toshifumi Kitamura/AFP/Getty Images)
Nissan marketing chief Daniele Schillaci writes about the automaker's journey in pioneering zero-emission cars, and how the brand is promoting the launch of the second-generation electric-battery Leaf. Schillaci explains how to manage a perfect product-launch campaign, emphasizing the importance of being "targeted, creative, and engaging," and having post-launch messaging in place to continue supporting customers.
Campaign US (free registration) (9/20) 
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Urban Airship creates mobile wallet for The Body Shop
Urban Airship has created The Body Shop's first mobile wallet, which is designed to create awareness of the brand's UN petition against animal testing for cosmetics. After signing the petition, consumers can download the wallet to track its progress and share information about it with friends.
The Drum (Scotland) (9/21) 
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Creativity and Marketing Innovation
Coca-Cola signs "FIFA" video game character as brand ambassador
Coca-Cola signs "FIFA" video game character as brand ambassador
Click to watch video (Coca-Cola/YouTube)
Coca-Cola's new brand spokesperson is a virtual character from Electronic Arts' "FIFA" soccer video game, player Alex Hunter. The brand is part of the plot for "FIFA 18," showing Hunter sign an endorsement deal with Coca-Cola, and videos are running across paid social media and on the brand's Times Square billboard.
Advertising Age (9/20),  Digiday (9/21),  Business Insider (9/21),  Adweek (9/21) 
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Bud Light to debut leisure apparel line
Bud Light took advantage of London Fashion Week to introduce a line of branded leisurewear including blankets, graphic kimonos and scarves. Anheuser-Busch InBev says the virtual runway, which included the Instagram accounts of models Daisy Lowe and Christian Arno, is a teaser for an upcoming upscale line.
Adweek (9/21) 
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Marketing Insights and Trends
Video investments shift traffic for some publishers
Publishers such as Mic, Vocativ and Fox Sports, which recently shifted their strategy to video and laid off editorial staff to do so, experienced a 60% decline in website traffic in August compared with the same time last year, per comScore. However, the numbers don't take into account the value added from videos being watched on other properties, such as Facebook and YouTube, Ross Benes writes.
Digiday (9/21) 
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Measurement and Technology
Facebook rolls out offline-digital targeting via Custom Audiences
Facebook is rolling out Custom Audiences for advertisers that enable them to automatically target users based on whether they have visited a brand's physical location, phoned their call center or made an in-store purchase in the previous month. The new targeting can be applied across Facebook, Instagram and Audience Network.
Marketing Land (9/21),  The Drum (Scotland) (9/21),  AdExchanger (9/21) 
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ANA Update
How to take content marketing to the next level
According to the Content Marketing Institute, 89% of B2B marketers and 86% of their B2C counterparts are using content marketing. However, within both sectors, only 6% said they feel their organization is sophisticated enough to do it well. Here are six principles for mastering content-powered engagement.
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