Google boosts measures to reassure YouTube advertisers | Recovering from Twitter backlash | Smirnoff, 72andSunny poke fun at craft competition
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March 27, 2017
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Google boosts measures to reassure YouTube advertisers
Google has announced new controls for advertisers, such as a video verification process, machine learning to spot offensive content and pull ads, and a brand safety hotline to combat negative ad placement.
Bloomberg (3/24) 
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Recovering from Twitter backlash
Family Travel Forum's Kyle McCarthy writes about lessons learned from Twitter backlash after the brand's ads appeared on right-wing website Breitbart News Network via Facebook's Audience Network. The company identified the most vocal customers and sent direct messages to thank them for raising the issue, publicly apologized, explained the mistake and restated the brand's values.
SmartBrief/Marketing (3/23) 
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Smirnoff, 72andSunny poke fun at craft competition
Smirnoff's unapologetic new campaign against craft
Teigen (Jesse Grant/Getty Images)
Smirnoff has enlisted the help of social media star and model Chrissy Teigen to strike back at "fake crafty" competitors with its latest ad from 72andSunny. The brand intends to leverage Teigen's 4.8 million Twitter fans to advance the message that Smirnoff is quality vodka at a reasonable price through a series of social media videos and ad spots.
Advertising Age (3/24),  The Drum (Glasgow, Scotland) (3/25) 
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Video
Report: Advertisers prefer cheaper, riskier programmatic video
An Enders Analysis chart shows that programmatic digital ads bought via ad exchanges are the riskiest for brands, yet advertisers are still purchasing YouTube ads this way because it's cheaper. The research note from Enders states that the concept that " 'you get what you pay for' in programmatic video advertising ... is something we believe that many advertisers have yet to fully incorporate into their strategy for media buying."
Business Insider (3/25) 
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Tech companies scramble to scoop up NFL streaming rights
NFL
(Nick Laham/Getty Images)
Facebook, YouTube, Twitter and Amazon have all submitted proposals to gain the rights to stream the NFL's Thursday night games, sources say. The NFL could make a decision on streaming rights as early as next month.
Recode (3/23) 
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Dos Equis' marketing VP on social, humor, the modern "Most Interesting Man"
Heineken CMO: College Playoff sponsorship elevates Dos Equis to premium brand
(Michael Buckner/Getty Images)
Dos Equis Vice President of Marketing Andrew Katz explains how consumer insights prompted the brand to enlist a new spokesman and how humor is a pillar of the beer's advertising, including its iconic Most Interesting Man in the World character. He also talks about how Dos Equis has innovated on social media, noting it was the first beer brand globally to attain 1 million Facebook likes.
MediaPost Communications (3/27) 
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Brands are showing their values with inclusive Muslim campaigns
Brands such as CoverGirl, YouTube, Microsoft, Hyatt and Chevrolet have been prominently featuring Muslim people in their campaigns to promote diversity and tap into a global Muslim lifestyle market worth $2.6 trillion, per Ogilvy Noor. "If you're a brand with a national footprint, you cannot win without being multicultural and catering to this audience," iCrossing's Anne Bologna said.
Digiday (3/24) 
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Association News
Aisha Tyler on tech and CES 2017
Watch CES Ambassador and tech enthusiast Aisha Tyler discuss her must-see moments at CES 2017. From innovative film making technology to the future of self-driving cars, Tyler talks the evolution of technology and how it's changing our everyday lives for the better. Check out the full recap of her CTA Stage interview on CES.tech.
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Could live TV be going digital?
During Variety's Entertainment Summit at CES 2017, Turner president, David Levy, announced that Conan O'Brien's late-night show might evolve into a primarily digitally distributed show. With the unpredictability of the future of television, Levy is focused on premium video content, not the specifics of how and where the audience watches it. To learn more about Levy's thoughts, check out Variety's coverage of CES.
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