Digital ads to surpass TV, with a significant gap by 2021 | Why mobile games are a safe ad destination for brands | Gen Z now largest media consumers, and mobile is key
July 19, 2017
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Digital ads to surpass TV, with a significant gap by 2021
Digital ads to surpass TV, with a significant gap by 2021
(Pixabay)
US digital advertising spend is expected to hit $86.4 billion in 2017, overtaking television advertising at $71 billion, PwC reports. The digital advertising market will hit $116.2 billion in 2021, compared with TV's $75.2 billion.
MediaPost Communications (7/18) 
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Monetizing Content
Why mobile games are a safe ad destination for brands
Why mobile games are a safe ad destination for brands
(Pixabay)
The mobile gaming space is a safe, attractive spot for advertisers because content is strictly policed and highly effective, writes Andrew Dubatowka. Mobile games go through a vetting process before listing in app stores, and they are generally free of user-generated content, boosting the brand safety parameters.
Marketing Land (7/17) 
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Gen Z now largest media consumers, and mobile is key
Generation Z now accounts for 26% of media's total audience, and this demographic is much more likely to use mobile internet, and actually prefers to shop in physical stores but use mobile devices to influence those purchases, Nielsen reports. Half of Gen Z use text while browsing in stores, 44% use Snapchat, 36% employ Google search, 34% use their smartphone camera, and 33% peruse Facebook.
Marketing Land (7/17) 
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Integrated Marketing
How Media Arts Lab is helping brands demonstrate social purpose
Apple's longtime agency partner Media Arts Lab created a unit focused on social impact, MAL\For Good, which is helping advertisers to tap into the consumer demand for brands that do good in the world. "You can't just knock-off authentic social purpose ideas; you have to build them deliberately and diligently. That takes real investment," Managing Director Julia Plowman said.
Fast Company online (7/17) 
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Snapchat reveals Multi-Snaps, Tint Brush
Snapchat reveals Multi-Snaps, Tint Brush
(Carl Court/Getty Images)
Snapchat has rolled out Multi-Snap, which lets users film up to six 10-second Snaps in a row that are displayed in chronological order. The platform has also introduced a Tint Brush to let users get creative with colors.
Adweek (7/18) 
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Video
Tips to achieving viral video status
It's not easy to create a viral video, and Guy Sheetrit outlines what marketers need to include in a video campaign for the best shot at millions of views. He advises brands to trigger an emotional response in the viewer, keep the video to a minimal length and ensure it contains a call to action.
Adweek (7/18) 
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Pixalate launches MRAID viewability tag
Ad fraud prevention company Pixalate has revealed 1Tag, a device-identifying tag that measures viewability and ad fraud while also differentiating between MRAID and non-MRAID inventory. MRAID, supported by the Interactive Advertising Bureau, lets advertisers create rich media in-app ads.
MediaPost Communications (7/18) 
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Advertising Campaigns
Chrysler tests Muppets' driving skills
Chrysler tests Muppets' driving skills
Click to watch video (Chrysler/YouTube)
A digital campaign has been created for Fiat Chrysler in partnership with Sesame Workshop called "Listen! Drive! Surprise!" which puts the beloved "Sesame Street" Muppets behind the wheel of the automaker's Pacifica and Pacifica Hybrid vehicles. The branded content will run across Facebook, YouTube, Instagram and Twitter.
Adweek (7/17),  The Wall Street Journal (tiered subscription model) (7/17) 
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Heinz tricks Chicago with special-edition hot dog sauce
Heinz tricks Chicago with special-edition hot dog sauce
Click to watch video (Heinz/YouTube)
Heinz is trying to win over Chicagoans, who refuse to put ketchup on their hot dogs, with a limited-edition Chicago Dog Sauce. A spot shows residents trying the sauce with favorable reactions, before the brand slyly reveals it's simply ketchup.
Adweek (7/18),  MediaPost Communications (7/18),  The Drum (Scotland) (7/18) 
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Association News
How states are bringing self-driving cars to the road
Self-driving car technology is changing our lives for the better -- enhancing mobility, increasing fuel efficiency, reducing traffic congestion and enhancing safety on our nation's roads and highways. One of the biggest challenges facing the development and implementation of this technology is the growing patchwork of state regulations across the country. However, the Consumer Technology Association (CTA)™ Innovation Scorecard tracked 11 states, including Michigan, Alabama and Florida, which passed bills supporting driverless cars and opening their roads to innovation. For a rundown on all driverless car bills, visit CTA.tech.
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Tech industry innovators came together at CES Asia 2017
It was a record-breaking year for CES Asia 2017, which featured expanded exhibit space, new product categories and dynamic conference programming with insights from top technology industry experts and leaders. Check out what cutting-edge gadgets and technologies exhibitors brought to the show and other conference highlights at CESAsia.com.
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Federico Fellini,
film director
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