Only 21% of advertising executive say they have a good understanding of the upcoming General Data Protection Regulation, and only 18% know what data their brand owns and where that data are housed, Commvault reports. OpenX's Jason Fairchild says GDPR is the "single most important regulation to hit advertising technology" and that no US brand is ready for its implications.
Google is looking to win back the trust of advertisers with some tougher regulations for its YouTube creators, including higher criteria for its YouTube Partner Program -- expanding beyond the 10,000 total views required to also demand 4,000 hours of viewing time in the past 12 months and at least 1,000 subscribers. "We will closely monitor signals like community strikes, spam, and other abuse flags to ensure they comply with our policies," writes Google's Paul Muret.
Campaigns that are integrated across channels are 31% better at building brands, and the strongest-performing channel combinations are Facebook and TV and TV and outdoor, Kantar Millward Brown reports. Campaigns that are customized and well-integrated are 57% more effective, but only 46% of campaigns studied exhibited both features.
GS&P has developed an online "invite generator" for Super Bowl fans hosting parties during the event, which creates personalized invites filled with customized ad cliches like babies, celebrities and puppies. "People love watching the ads, so this year we wanted to give people the opportunity to create personalized ads for their Super Bowl parties," said Frito-Lay North America's Pat O'Toole.
Some advertising executives aren't bothered by Facebook's algorithm change to its news feed, having already given up on organic reach on the platform and instead invested in paid advertising, which will not be affected. "Those changes won't impact brands that purchase quality content, but will hit those who chase viral, meme-like posts," said Reshift Media's Steve Buors.
Gatorade has created a live video series for Twitter titled "#TheDebut"; it will center on high school basketball games and potential star players, and it will be hosted by YouTube influencer Rachel Demita and former NBA stars Baron Davis and Nate Robinson. The series will be promoted with Twitter ads targeted at basketball fans.
DDB has created a 60-second Super Bowl ad for Skittles that will only be shown to one super fan called Marcos Menendez who will then livestream his reaction to the spot via the brand's Facebook account. The brand is running teaser spots ahead of the event and will reveal the celebrity who stars in the ad.
New CTA scorecard identifies the most innovative countries
A new global ranking from the Consumer Technology Association identifies 13 countries, including Finland, the United Kingdom, Australia, and Sweden, as leading with factors conducive to innovation. In its inaugural International Innovation Scorecard, CTA identifies critical areas of national policy that spur innovation and reveals the areas in which countries may be stunting their own futures and economic growth. Read more about the scorecard online.
Photos from the #CES2018 show floor
CES 2018 was full of innovation and technologies that are making our lives easier, more convenient, more secure and more fun. From the latest in vehicle tech to the future of health and wellness, see highlights from this year's show floor.
Learn more about the Consumer Technology Association: