OTT and the future of TV advertising | Shutterfly's CMO on mobile strategy, data | World Series sponsorship pays off for YouTube TV
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November 17, 2017
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OTT and the future of TV advertising
Roku recently announced that 43% of the content watched on its over-the-top devices during the first six months of 2017 was supported by ads, and 41% of its profits for the same period came from advertising. "Ad-supported OTT should prove to be a strong contender for television advertising dollars as more and more viewers shift away from traditional television," writes Alan Wolk.
Forbes (11/16) 
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The State of Email Marketing for Agencies
Check out this infographic summarizing research from 130+ agencies on the state of email marketing. See trends in how agencies are using email marketing to grow business and deliver results for clients. Download the infographic now
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Marketing Strategy
Shutterfly's CMO on mobile strategy, data
Shutterfly marketing chief John Boris talks about adapting the brand to the mobile age and how Shutterfly's app lets consumers create products with digital photos while capturing data to improve experiences. He discusses investing in predictive technology and segmentation tools, and the importance of using lift testing to tweak strategy.
AdExchanger (11/16) 
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World Series sponsorship pays off for YouTube TV
World Series sponsorship pays off for YouTube TV
(AFP/Getty Images)
YouTube TV became the first "presenting" brand sponsor for the World Series on Fox Sports, running spots that lasted six seconds, 30 seconds and two minutes during games, and a display ad featuring the platform's red play button behind home plate. YouTube TV's Angela Courtin said the campaign resulted in a double-digit rise in brand awareness and nearly doubled social mentions of the service.
Adweek (11/15) 
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Leading Brands Who Drive Mobile Engagement
78% of shoppers will use their phone to help navigate and simplify their holiday shopping. Check out how leading brands like Polo Ralph Lauren, Home Depot, and Pet Smart are leveraging mobile for their holiday marketing campaigns. Download Now.
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Creativity and Marketing Innovation
Co.create NYC, Kellogg's give New Yorkers a permanent cereal cafe
Co.create NYC and Kellogg's are opening a permanent cereal cafe in New York City's Union Square, which will include an open kitchen where consumers can see the cereal concoctions being created. The store will also feature a do-it-yourself "cereal creation station," and the menu will incorporate popular items from the brand's former pop-up cafe in Times Square.
Campaign US (free registration) (11/16) 
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Don't get catfished, learn how ads.txt can help
On December 5th at 10 AM ET, tune in for a live panel discussion with influential thought leaders who will discuss how ads.txt will help to combat fraud in the advertising industry. Sign up today
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Marketing Insights and Trends
Report: Podcast "super listeners" are powerful influencers
Report: Podcast "super listeners" are powerful influencers
(Pixabay)
One-third of podcast "super listeners" say they find the format very trustworthy, beaten only by newspapers, and 96% have recommended podcasts to someone they know, the Knight Foundation and Edison Research report. Eighty-four percent of respondents listen to podcasts via their phones, 69% listen while on the move, and the Knight Foundation describes "super listeners" as "passionate advocates and influencers [who] might be one of the most powerful marketing tools at our disposal."
Adweek (11/16) 
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Measurement and Technology
Tweetstorm button confirmed by Twitter
Tweetstorm button confirmed by Twitter
(Leon Neal/AFP/Getty Images)
Twitter has confirmed it's testing a tweetstorm feature with users who are members of its Experiments Program. A "+" button in the compose box enables users to include multiple tweets in one conversational thread.
Mashable (11/16),  TechCrunch (11/16) 
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FCC gives go ahead to improved TV ad targeting
The Federal Communications Commission has given the green light to Next Gen TV -- a feature that enables more targeted TV ads by allowing networks to track viewing behavior as well as offering improved pictures and interactive services. "This is game-changing technology for broadcasting and our viewers," said Gordon Smith, president of the National Association of Broadcasters.
Bloomberg (free registration) (11/16) 
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ANA Update
How GE turns the possible unimpossible
How does GE, a 125-year-old company, keep its brand fresh and relevant year after year? It helps when the roots of the company are grounded in innovation, experimentation and disruption from its founder, Thomas Edison. CMO Linda Boff explains how she creates an environment to foster innovation at GE.
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