JPMorgan Chase uses algorithm to monitor YouTube ad placements | Brighthouse Financial keeps it serious in new campaign | TD Bank details corporate citizenship program
April 19, 2018
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JPMorgan Chase uses algorithm to monitor YouTube ad placements
JPMorgan Chase has started advertising on YouTube again after receiving assurances from parent company Google that the company has improved its ad-placement systems. In addition, the bank has created an algorithm to monitor its ads on the site and grade the appropriateness of their placement.
Digiday (4/19) 
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Financial Brand News
Brighthouse Financial keeps it serious in new campaign
Brighthouse Financial has no plans to inject humor into its advertising, with its newest spots instead showing how Shield annuities can help advisers guide their clients' retirement planning. "What we've seen is that this is a really serious topic for people, and the thing that always strikes me the most is how much fear and uncertainty our target has, and how much our products make them feel better because they are protected and it does ensure what they have lasts," said Matthew Quale, chief marketing officer for Brighthouse Financial.
Campaign US (free registration) (4/16) 
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TD Bank details corporate citizenship program
TD Bank is launching The Ready Commitment, a multiyear program meant to help improve financial education, the environment, community interactions and health outcomes as part of an overall corporate citizenship program. TD Bank will spend $775 million by 2030 to support the initiative.
MediaPost Communications (4/18) 
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Digital Banking & Marketing Trends
Small banks expanding customer bases through technology
Community banks are finding ways to expand their customer bases without opening new branches. Colorado's Alpine Bank and Florida's Surety Bank are using technology that allows customers to open accounts entirely online.
American Banker online (free content) (4/17) 
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SunTrust introduces digital mortgage platform
SunTrust Banks is debuting a platform that lets borrowers apply for a mortgage online in half the time necessary for a traditional application, officials say. The SmartGUIDE Mortgage Application also lets consumers chat with a loan officer during the process.
HousingWire (4/16) 
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    Industry Pulse
    Fed considers inviting banks' input on stress testing
    Randal Quarles, Federal Reserve vice chairman for supervision, suggested in written testimony to the House Financial Services Committee that banks should be allowed to make public comments on the scenarios they face in the Fed's stress tests, marking a shift from its closed-door policy. "I personally believe that our stress testing disclosures can go further, and that we should consider additional measures, such as putting our stress scenarios out for comment," he said.
    The Wall Street Journal (tiered subscription model) (4/16) 
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    Media & Technology Trends
    American Express puts AR to work at Coachella
    American Express puts AR to work at Coachella
    (Kevin Winter/Getty Images)
    American Express leveraged augmented reality to allow Coachella attendees to buy merchandise anywhere at the festival using their mobile phones. AmEx cardholders could link their card to a wristband and use it to skip lines and shop merchandise by pulling up AR images on their mobile devices.
    MediaPost Communications (4/18) 
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    Marketing Strategy
    A look at Nike's app for superfans, new focus on direct engagement
    A look at Nike's app for superfans, new focus on direct engagement
    (Nike)
    Nike's Snkrs app engages superfans by alerting them to new limited-edition sneakers, and the brand is even using geographical data to notify certain fans in specific locations. The app is just one part of the strategy introduced by CEO Mark Parker to connect with mobile consumers and build a more direct relationship with fans of the brand.
    Fast Company online (4/17) 
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    The sea does not reward those who are too anxious, too greedy or too impatient. ... One should lie empty, open, choiceless as a beach -- waiting for a gift from the sea.
    Anne Morrow Lindbergh,
    author and aviator
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