The Federal Election Commission has drawn up a proposed framework that would require political digital and social ads to adopt the same sponsorship disclaimer rules as those on TV, radio and print. Political audio and video ads on social and digital would require candidates paying for the ads to say their names and include the statement, "And I approve of this message," and graphic and text ads would have to display the sponsor's name "in letters of sufficient size to be clearly readable," the proposal says.
The fitness industry is growing rapidly but remains highly competitive, writes Valentina Zarya, and that's putting a premium on technology. Fitness centers are increasingly offering unique experiences and tracking visitors' fitness data to keep them coming back, she writes.
A potential California ballot proposal asks that businesses be required to tell consumers, at their request, how their personal data is being collected and what it's used for; consumers would be allowed to opt out of businesses collecting and using their data. The California Consumer Privacy Act of 2018 still must qualify for the November ballot.
Consumer fatigue with apps and all that they demand is growing, and chatbots stand poised to take their place, writes PHD chief Mike Cooper. This is key for brands, with chatbots' ability to instantly access social profiles and personalize information for a variety of functions without the hassle of navigating different user interfaces, he writes.
Consumers acquiring new smartphones over their old smartphones tend to be more satisfied with their purchases than those making similar purchases via other means, according to a J.D. Power survey. "It's kind of turning into a closed ecosystem, in which all aspects of the ownership experience, from buying the device to engaging with customer support, is done entirely on a mobile device," said Peter Cunningham, technology media and telecommunications practice lead at J.D. Power.
Over-the-top and digital video providers have increased their investments in on-air advertising during major sporting events, including the Winter Olympics and the Super Bowl. Hulu has boosted its TV ad spend to $25.2 million from the beginning of the year through Feb. 15, up from $22.9 million last year, and Netflix has more than doubled its spend to $20.9 million, up from $9.1 million, per iSpot.tv data.
Time's Viant has published a white paper that reports that 93% of digital marketers are investing in people-based marketing on Twitter and Facebook and that 90% of respondents say they experience better results from people-based campaigns. Sixty-four percent of respondents predict that the "industry will stop relying on probabilistic data within the next 12 months to two years."
How brands can make smarter decisions in mobile marketing
With mobile usage now accounting for at least half of the traffic and one-third of the revenue of e-commerce, marketers face challenges as to how to optimally allocate marketing spend, and how to maximize and measure mobile's effectiveness.
An article recently published in the ARF's Journal of Advertising Research highlights results from 11 case studies the MMA conducted for top brands, including Allstate, Unilever, AT&T and the Coca-Cola Company.
MMA's MTA Data Acquisition RFI Template now available
This template is specifically designed to assist marketers in evaluating and securing higher quality data. It helps marketers get answers to crucial questions regarding data aggregators, internal data sources, MTA providers, and DMPs that might create their own segments.