The Interactive Advertising Bureau has released a report emphasizing the importance of interactive voice marketing, pointing out that more than 70 million American households will own smart speakers by 2022, per Juniper Research. Marketers should start exploring their interactive voice strategies with the help of expert agencies, promote voice experiences effectively and use the right metrics to measure success, the report recommends.
Industry associations can benefit from the popularity of digital news by creating their own online news source and lending a trusted voice and source to members and wider communities, writes Elizabeth MacDonald. Providing a digital news platform builds a more meaningful relationship with audiences, serves as a lead generation tool and can boost revenue via sponsorships, she writes.
Third Door Media's Kristina Podnar provides advice on how the EU's General Data Protection Regulation will be enforced in the US. Multinational companies dealing with EU resident data will be held accountable by the "local member state system," while US brands doing business in the EU will be answerable to the Federal Trade Commission, she says.
Twitter has announced that user behavior, not simply tweet content, will now be a factor in the way conversations are modified. Content from users could be demoted by the platform's algorithm if the users have been blocked frequently, if they have multiple accounts using the same IP address or if they regularly tweet to a large number of accounts that they don't follow.
YouTube has tapped Cardi B to be the face of a new campaign touting its refreshed music-streaming service, which users can sign up for via two subscription options that include an ad-free version. The push includes prime YouTube spots and TV ads during big sporting events, sources report.
Intuit's four-minute, animated digital spot, introduced after data showed the company had only 6% US customer awareness, garnered over 21 million YouTube views. The push includes social media GIFs, a Snapchat filter and branded content through Refinery29.
Facebook says its Stories feature has 150 million daily active users, and the company is testing ads within Stories in the US, Brazil and Mexico. Additionally, the company has updated its Ads Reporting platform to allow advertisers to edit multiple ads on the same screen and added a "creative reporting" metric.
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