Twitter rolls out branded chatbots in direct messages | Google bolsters tracking digital views, in-store visits with YouTube | Facebook's watch and scroll could lead to ad opportunities
May 24, 2017
C Space SmartBrief
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Twitter rolls out branded chatbots in direct messages
Twitter has unveiled Direct Message Cards, a new feature that lets advertisers begin a conversation with users via Promoted Tweets that can "include up to four fully customizable call-to-action buttons," product manager Travis Lull explained in a blog post. Patron Tequila is using the product to launch bot-driven chats with users and recommend summer cocktails based on their answers to specific questions.
VentureBeat (5/23),  Marketing Land (5/23),  TechCrunch (5/24) 
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Monetizing Content
Google bolsters tracking digital views, in-store visits with YouTube
YouTube
(AFP/Getty Images)
Google is rolling out a tool called Google Attribution that lets advertisers track consumers across devices and the company's properties, including websites, search and video. Google has also upgraded store visits, which measures how many consumers view digital ads and then physically visit a store, by adding data from YouTube.
Bloomberg (5/23),  Marketing Land (5/23) 
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Facebook's watch and scroll could lead to ad opportunities
Facebook has enabled users to watch videos while still scrolling through News Feed, including the ability to watch videos side-by-side. The feature could be a boon for ads on the platform, and a company representative said, "We are gathering feedback and may iterate on this experience in the future."
Adweek (5/22) 
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Integrated Marketing
Pepsi debuts new flavor with Snapchat codes
Pepsi logo
(Justin Sullivan/Getty Images)
Pepsi is launching a limited-edition drink called Pepsi Fire that's flavored with cinnamon and features Snapcodes on the bottles and cans. Consumers can scan the codes to access sponsored lenses, exclusive geofilters and a mobile game, "Pepsi Summer Quest," on Snapchat.
Digiday (5/23) 
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Droga5, MailChimp make the black hole of marketing vanish
MailChimp
Click here to watch video (MailChimp/YouTube)
Droga5's new digital push for MailChimp shows how the brand can beat the black hole of advertising by giving marketers better automation tools and return on investment, as well as helping them to find the right consumers on Instagram and Facebook. One humorous spot features talking a black hole menacingly describing how he's there to make marketers feel uncertain, before inadvertently giving away the fact that MailChimp can make him disappear.
The Drum (Scotland) (5/23),  MediaPost Communications (5/23),  Adweek (5/23),  Campaign US (free registration) (5/23) 
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Video
Research: 9 times is the charm for video ad exposure
Video ads need to be viewed nine times by a consumer to reach optimal brand favorability and purchase intent rates, per YuMe. The research found that 30-second ads outperform 15-second spots when it comes to spurring purchase intent.
MediaPost Communications (5/22) 
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Ad-wary Gen Z embraces vertical videos
Generation Z decisively rejects most digital ad formats, with more than two-thirds of them actively avoiding ads on their devices. However, video formatted for vertical viewing is the exception and the likely future of mobile marketing, writes Chris Innes.
Advertising Age (5/23) 
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Advertising Campaigns
Grey, Gillette tell sons to turn to their dads, not smartphones
Grey, Gillette tell sons to turn to their dads, not smartphones
Click to watch video (Gillette/YouTube)
Grey New York's latest push for Gillette's "Go Ask Dad" Father's Day campaign spotlights how 84% of sons would rather ask their smartphone for advice than their dad. A spot shows real-life sons asking a virtual assistant for advice on shaving, love and self-confidence before being stunned by the fact that it was their dads providing the answers all along.
Campaign US (free registration) (5/23) 
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Association News
Learn from CTA's experts at Northside Innovation 2017
Taking place in the heart of North Brooklyn, N.Y., Northside Innovation will feature two Consumer Technology Association (CTA)™ innovation policy experts as panelists. Join SVP of Government Affairs, Michael Petricone and Senior Manager of Government Affairs, Michael Hayes, June 7 to 9, as they discuss creativity and regulation, as well as the future of work in New York with other industry experts and thought leaders. View the full schedule for more information on the Northside Festival and featured innovation panels. Email Rachel Horn for more information on CTA's programming on-site.
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Innovation Award honorees announced for CES Asia 2017
The Consumer Technology Association (CTA)™ has announced the Innovation Award Honorees for CES Asia 2017. New this year, the CES Asia Innovation Awards program honors products that demonstrate amazing ingenuity, unique features and quality designs. The products were evaluated by technology industry experts from around the globe -- tech analysts, designers, engineers and members of the media -- who assessed submissions across 19 product categories. For more information, including photos and descriptions of all honorees, visit CESAsia.com.
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Editor's Note
SmartBrief will not publish May 29
In observance of Memorial Day in the US, C Space SmartBrief will not publish on Monday, May 29. Publication will resume May 31.
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