Google gives advertisers more control, apologizes for ad-placement issues | Chatbooks uses video across channels to woo connected moms | Toys R Us CMO plans for data-based campaign
March 22, 2017
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Google gives advertisers more control, apologizes for ad-placement issues
Google's Matt Brittin has apologized for brand-safety problems related to ad placement, acknowledging it is a global issue. The company has revamped its policies for YouTube and its ad network, giving advertisers the ability to automatically exclude "potentially objectionable" videos and sites from their campaigns and have more manual control over ad placement.
Bloomberg (3/21),  Advertising Age (3/20) 
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How to Revive a Struggling App
Your mobile app may not be performing well, but location technology can help bring an underperforming app back to life. Download this eBook and learn how location-aware technology can help you boost performance, engagement and installs.
CMO Insights
Chatbooks uses video across channels to woo connected moms
Chatbooks uses video across channels to woo connected moms
Click to watch video (Chatbooks/YouTube)
Online photo service Chatbooks invests in TV spots, long videos on YouTube and Facebook, and shorter spots across Instagram and Twitter to engage with moms. Chief Marketing Officer Rachel Hofstetter talks about balancing a traditional TV ad strategy with social video and how one successful video generated 65 million views. (3/16) 
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Toys R Us CMO plans for data-based campaign
Toys R Us Chief Marketing Officer Carla Hassan says the company's first step to revamping its marketing is focusing on using customer data. "There is opportunity as we look at the mix to think about how we go deeper with our media partners, how we think about content differently, and how we think about where we play and what media mix elements," she says.
Advertising Age (3/17) 
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Video in email can increase your revenue by 40%
Nothing connects people to a message as quickly as video. When businesses included video in an email they saw an increase in click through rates of 200% to 300%. Find out how easy it is to incorporate video into your email campaigns and boost your bottom line. Learn more!
Innovation at Work
YouTube gives all advertisers 3 standard video metrics
YouTube is updating its standard measurement reports to include watch time, unique reach and audibility. The platform reports that 60% of its videos are watched on mobile and 95% with the sound on.
Advertising Age (3/20) 
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Marketers are enthusiastic about AR, VR but aren't buying yet
Marketers are taking notice and are excited about virtual and augmented reality technologies, but the majority have not yet purchased these types of ads for clients, per a Vibrant Media survey. Lack of understanding and customer awareness is said to be holding back adoption.
eMarketer (3/21) 
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Get a Master’s from a Top PR Program
The 100% online Master of Arts in Strategic Communication is taught out of American University's School of Communication, located in the nation's media capital and named among the top PR programs by PRWeek for 2017. Get Started.
Trending Now
Pinterest pins hopes on visual search
Pinterest is exploring how it can expand its share of the search advertising market, boosting visual search with its Promoted Video feature. Around three-quarters of millennial women in the US are active on Pinterest, and the platform's US monthly user base is larger than Twitter's, Pinterest's Jon Kaplan says.
MediaPost Communications (3/17) 
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How advertisers can tap into the psychology of video ads
Video is a powerful tool for advertisers as it can elevate consumer desire for a product and subconsciously shape opinions through emotive storytelling, writes Slidely's Tom More. A Google spot for Android, "Friends Furever," attracted over 27 million YouTube views by "letting emotions, not facts, drive attitudes towards the product," More writes.
Advertising Age (3/17) 
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PR Council Updates
Integrated Communications Masterclass Series:
Join the PR Council for our first Integrated Communications Masterclass Series. These three courses were designed to provide the tools to help your agency thrive in an integrated marketing communications world. The following courses are being offered:
  • Changing Minds: Brain, Behavior, Story
  • Designing and Pitching Integrated Marketing Programs to Clients
  • Analytics for the Non-Analytical Team
Register now.
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Registration open for Harvard Leadership Program
The PR Council is once again offering our Harvard Leadership Forum on June 12th and 13th. This MBA style crash-course is focused on key lessons from Harvard Business School case-studies, exercises, and discussions. This year, we have re-tooled the case studies for a modern day communications arena. Register here.
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