The decision by big brands such as Johnson & Johnson and AT&T to pull their ads from YouTube due to the recent controversy over ad placement near extremist or otherwise offensive content has prompted site owner Google to commit to developing stronger measures to protect advertisers. Industry observers say the task is challenging, as it "is complicated by the very scale and diversity that has made the network so attractive to marketers," writes Jack Nicas.
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Big brands such as Procter & Gamble, the NBA and Mars Petcare are innovating with mobile advertising, attuned to the fact that mobile is now the primary way to connect with consumers in real time in real moments, writes the IAB's Anna Bager. She explores how virtual reality and the internet of things will affect mobile advertising, predicting that "advertisers will be able to gain unprecedented insight into consumer preferences, allowing them to build out more nuanced customer profiles and deliver hyper-relevant experiences across a variety of screens."
Twitter is exploring the option of a paid subscription package for its users in an effort to boost revenue. Paid monthly memberships would give users a more powerful version of Tweetdeck with additional account management features.
Facebook has unveiled a new ad product called Collection, which enables advertisers to entice consumers with a video and display four related items beneath it for purchase. The platform has also launched split testing to enable advertisers to more easily trial different aspects of campaigns across various browsers and devices.
Google Posts have been extended to include search content from sports leagues and teams, plus museums, movies and musicians. Information will appear in dedicated sections of relevant Google search results.
David Beebe, Marriott's former vice president of global and creative content marketing, talks about establishing an in-house team to create strategic content, such as a YouTube and Instagram video series to entertain consumers and show them travel opportunities. "The practice of content marketing is a specialty, and I think a lot of times CEOs don't understand the fundamentals of storytelling versus what's actually a campaign," Beebe says.
The Senate has scrapped the Federal Communications Commission's broadband privacy rules, which required providers to gain consumer permission before selling consumer data to advertisers. "This is an important victory for all who benefit from the data-driven marketing economy, including tens of thousands of businesses and nonprofit organizations and hundreds of millions of consumers," the Data & Marketing Association's Emmett O'Keefe said.
Seventy-one percent of marketers say influencer marketing helps them boost brand awareness on social, and nearly as high of a share say it helps them engage with a more targeted audience, a Bloglovin survey has found. Thirty-two percent of respondents said that influencer marketing is a vital part of their marketing plans, and 53% said they use the tactic to increase sales.
In a world where programmatic technologies have become the new normal, it remains to be seen how the marketplace will respond to the increasing demands that data-driven investment place on business processes, operating models, and structural investments. The one-day IAB Programmatic Symposium taking place on May 17 in Manhattan will bring together leaders from across the digital media ecosystem to debate and discuss the emerging post-programmatic world and opportunities and challenges for brands, agencies, and publishers. Register today and save at www.iab.com/programmaticsymposium.
Join the only industry event that solves the biggest challenges facing mobile today: The 2017 IAB Mobile Symposium. It takes place June 13 in New York City, where the best minds in mobile will gather to tackle the opportunities and challenges in mobile marketing. More information coming soon at www.iab.com/mobilesymposium.