FEC proposes stricter rules on digital, social political ads | Fitness businesses tap customer data to build loyalty | Calif. ballot might propose consumer data request regulation
February 19, 2018
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FEC proposes stricter rules on digital, social political ads
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.
Bloomberg (free registration) (2/16) 
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Consumer Engagement
Fitness businesses tap customer data to build loyalty
Fitness businesses tap customer data to build loyalty
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.
Fortune (2/17) 
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Calif. ballot might propose consumer data request regulation
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.
MarTech Today (2/16) 
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Marketing & Sector Solutions
Chatbots superior to apps in ability to deliver for brands
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.
The Drum (Scotland) (2/19) 
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Industry By the Numbers
Smartphone owners prefer using those devices to buy new phones
Smartphone owners prefer using those devices to buy new phones
(Sean Gallup/Getty Images)
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.
MediaPost Communications (2/16) 
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Making It Work
OTT providers use major sporting events for TV advertising
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.
MediaPost Communications (2/16) 
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Report: Majority of digital marketers using people-based marketing
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."
MarTech Today (2/16) 
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MMA News
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.

Download this article now to gain insight into some of the results.
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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.

Download the RFI Template.
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I hope I shall always possess firmness and virtue enough to maintain what I consider the most enviable of all titles, the character of an honest man.
George Washington,
first US president
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