The ramifications of ANA's transparency report, and what brands should do next | Hulu's social strategy for "The Handmaid's Tale" | How Hershey's tapped Facebook to launch new candy bar
July 21, 2017
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The ramifications of ANA's transparency report, and what brands should do next
The Association of National Advertisers' Bob Liodice and the Entertainment and Media Industry Group's Doug Wood take a detailed look at what's happened in the industry since the ANA's groundbreaking report on transparency that was released a year ago. The pair describe what brands should examine when conducting internal investigations and third-party audits into transparency, and advise that current agency contracts are subsequently renegotiated and that transparency is an integral feature in any future agreements.
Media Village (7/21) 
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Find and remove bad actors from your campaigns
Fraudsters aren't just stealing your profits, they're also damaging your brand and destroying the relationships you've built with true revenue-generating partners. Find out how they infiltrate your program, so you can punch 'em in the bot! Download the white paper
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Marketing Strategy
Hulu's social strategy for "The Handmaid's Tale"
Hulu's social strategy for "The Handmaid's Tale"
Hulu's "The Handmaid's Tale" (Hulu/YouTube)
Hulu's marketing strategy for "The Handmaid's Tale" centered on social media and received a boost from the political climate in the US, with some of the most used hashtags associated with the series being #feminism and #dystopia. Hulu ran social contests on Twitter and Facebook and had Margaret Atwood, author of the original novel, and actors, including Elizabeth Moss, take over the show's Instagram account to talk about their favorite moments.
Digiday (7/21) 
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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
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Creativity and Marketing Innovation
How Hershey's tapped Facebook to launch new candy bar
Hershey's rolled out its new Cookie Layer Crunch bar nationally on Facebook with three types of creative and content that could then be expanded across social media. The brand created a 20-second teaser Facebook spot and live streamed a spoof product launch from Times Square, and the campaign overall resulted in a 20-point lift in ad recall, per a Nielsen Brand study.
Adweek (7/19) 
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7 Helpful Tips to Get Your Business in Shape
Ever feel like it takes too long to do something that should be simple? Or feel like your work processes just have way too many steps? Don't worry – help is here. Read this whitepaper to discover how you can improve your efficiency at work.
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Marketing Insights and Trends
Why brands are betting on Instagram animal influencers
Brands such as The Body Shop, Smashbox, Urban Decay and Too Faced are tapping into the social popularity of pets by using influencer dogs and other animals on Instagram. "The content outperforms because it tends to get higher engagement, has more viral potential and people are more likely to tag their friends," The Dog Agency's Loni Edwards says.
Business Insider (7/20) 
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Snapchat exec on what World Lenses could mean for brands
Snapchat exec on what World Lenses could mean for brands
(Snapchat/YouTube)
Snapchat's Fintan Gillespie spoke at a recent event about the advertising potential of World Lenses, giving brands the opportunity to bring products to life in the consumer's actual environment. "[Y]ou can imagine this being able to show a new BMW in your drive way or a Burberry handbag on your desk," he said.
The Drum (Scotland) (7/20) 
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How to Increase ROI from Mobile Emails?
Learn how to properly optimize emails for the modern consumer, and make sure that your emails work across every single device, platform, and operating system. Download the guide
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Measurement and Technology
Standard Ad Unit Portfolio guidelines issued
The Interactive Advertising Bureau has published its finalized Standard Ad Unit Portfolio, which provides guidelines on ad formats designed for virtual reality, social, augmented reality, 360-degree video, emoji and mobile video. The recommended units adopt the LEAN advertising approach of using non-invasive, lightweight, AdChoices-supported and encrypted formats.
MediaPost Communications (7/20) 
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Study: Dynamic video retargeting boosts ROI, CTR results
Retargeting consumers with dynamic video boosts click-thru rates by 74% and increases return on investment by 49%, according to Treepodia. Jewelry and gift brands experience a 100% increase in both ROI and CTR by using the tactic, the research found.
The Drum (Scotland) (7/19) 
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VOD Content Ratings now available via Nielsen Media Impact
Nielsen Media Impact now includes Video-on-Demand Content Ratings from nine networks -- TBS, TNT, Discovery, Adult Swim, CNN, PBS, Cartoon Network, truTV and Music Choice. "Having the ability through Nielsen Media Impact to illustrate the reach and impact of VOD schedules, alone and in combination with linear TV, is an important step," Turner's Howard Shimmel said.
Adweek (7/20),  Broadcasting & Cable (7/20) 
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ANA Update
How to reach buyers more effectively digitally
Research by CEB found that 53% of customer loyalty is driven by a salesperson's ability to deliver unique insight to the customer. In this video, learn how marketing can grow revenue by ensuring that its sales team has the skills to digitally connect to buyers.
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