US marketers will invest $2.6 billion in identity-based solutions by 2022, compared to $0.9 billion this year, per the Association of National Advertisers, DMA and The Winterberry Group. Around 15% of marketers say they can currently identify target audiences extremely well, while just under 69% said they can do so fairly or somewhat well.
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General Mills is looking to expand its marketers' digital knowledge, particularly focusing on its e-commerce strategy. The company's plan to create a balanced media plan with increased spending "depends on the needs of the brand and what message or consumer objective we have and making sure we have the right mediums to do that to get the right ROI," said Mark Brown, General Mills' marketing director for Northern Europe.
US Tennis Association marketing chief Amy Choyne discusses its new campaign, which focuses on attracting young players by showing the positive influence tennis can have on children's lives. She also talks about the US Open's new lowercase logo, which she says is "a nod toward being an innovative, forward-thinking organization."
Katie Deighton explores why airlines are investing in creative, humorous in-flight safety videos, such as Turkish Airlines' partnership with "The Lego Movie" franchise that resulted in a five-minute film made using nearly 3 million Lego bricks. Airlines must regularly update funny safety videos for frequent flyers, says SimpliFlying's Shashank Nigamas, as there is "a fine balance where it needs to be on brand and humorous, and yet not annoy your most important customers."
Google is reportedly negotiating to launch outdoor digital billboard advertising in Germany that will be targeted using the data it holds regarding individual browsing behavior. If it goes ahead, similar campaigns could be run in the US and UK, writes Alex Webb.
The Commerce Department's David Redl spoke at a recent event about the government's data privacy plans. "Bottom-up, consensus-based processes create policies that are trusted throughout the Internet ecosystem," he said, noting that the administration aims to create policy that "ensures America's prosperity and clears the way for innovation."
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It's bad policy to speculate on what you'll do if a plan fails, when you're trying to make a plan work.
Condoleezza Rice, diplomat and political scientist