Ninety percent of consumers on social media say social video has influenced a purchasing decision, and one-third say influencers are their most trusted sources for shopping advice, per Geometry Global and gen.video. Seventy-seven percent of respondents said social media is their top place to get shopping inspiration, and 77% also trust peers more on social platforms.
Let’s Be Clear… Transparency has become the most pressing issue facing digital advertisers and publishers this year. As ad spend shifts to programmatic channels, perceptions of transparency around fees, supply and quality now threaten the scale and pattern of future digital growth. Together, let's be clear.
Agencies are showing brands that they've listened to and understood their transparency concerns, such as Havas' new portal that enables clients to review their ad spend and performance with digital vendors in real time. Dentsu Aegis, WPP and Omnicom have all taken steps to provide a full breakdown of their costs, and more agencies are moving toward a commission-based payment model.
Microinfluencers must come into sharper focus when it comes to brand influencer marketing strategies, a Traackr white paper states. Brands should also shift from campaign-driven actions to home in on consistent engagement, experts interviewed for the report said.
Social media advertising is on the rise, and agencies need to pare down the number of staff and supply partners involved in social campaigns to deliver optimal impact and efficiency, writes Unified's Jason Beckerman. The huge potential of personalization on social also brings a higher volume of work, and advertisers should ensure that all campaigns are run from one centralized platform to make full use of data insights, he advises.
Break The Prisoner's Dilemma in Mobile Ad Fraud Unfortunately, in the mobile marketing ecosystem, fighting fraud is widely talked about, but when it comes to actions rather than words, no one has a real incentive to truly fight back. Read More to find out what needs to be done to make a change.
Facebook is introducing new rules to help advertisers get more out of Audience Network, including a 60-minute limit to cache ads and a requirement to upgrade software, meaning that users will need to be migrated to a new version of one of the publisher apps. Separately, Facebook announced the upcoming release of a mobile app for video creators to enable them to create and publish live video to the site and engage with users across Instagram, Facebook and Messenger.
Bacardi is using its relationship with cultural ambassadors Major Lazer to close the loop on social media marketing, enticing fan input with a series of branded Snapchat filters to create the first-ever music video comprised of user-music interactions. The campaign invites enthusiasts to "jam" to the Sound of Rum on the social media platform for the chance to be part of the video for the electronic trio's new single "Front of the Line."