Consumers are already seeing changes due to the EU's upcoming implementation of the General Data Protection Regulation. And marketers face profound changes to current digital targeting practices, including the loss of some of the data they collect for targeting.
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Jim Farley, Ford's president of global markets, is spearheading a cost-cutting campaign for the brand as it pushes creative boundaries and expands digital efforts to reach consumers on a personal basis. "We need, as an industry, much more professionalism and deeper thought into how customers use the product in reality," Farley says.
Aditi Gokhale, Northwestern Mutual's chief marketing officer, is focusing on selling financial services to women, targeting this as a market with a great deal of potential. Gokhale reports that traditional financial advice ads are aimed at men but notes women are major financial decision-makers: "[A]dvisers' sales conversations have largely skewed toward men. We saw an opportunity to connect with women on a one-to-one basis."
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American Express' Deborah Curtis talks about the company's focus on brand experiences and its collaborations with Justin Timberlake, the NBA and Coachella to engage with card members. Curtis also discusses the Amex Music app and how the brand uses "digital touchpoints to not only inform the experiences we create but also to connect these experiences for our customers to make them more personal, more meaningful, more joyful."
New Balance has launched an augmented reality campaign on Snapchat that enables Liverpool FC soccer fans to try on the team's new uniform virtually and then purchase it from the platform. The experience is accompanied by the team's anthem, "You'll Never Walk Alone."
A study from Cuebiq has found that driving an "incremental in-store visit" costs advertisers an average of $23. The research also found that in-app campaigns drive the most visits, followed by combined mobile and digital campaigns.
Both demand-side and supply-side programmatic platforms capture about 10% of the ad spend that flows through them, according to a GroupM audit. Altogether that amounts to about one-fifth of the funds sent to publishers.
Brian Steinberg reviews some of the tactics TV networks are exploring to connect with cross-platform viewers, including CBS' partnership with Nielsen to dynamically insert targeted ads into the network's shows that are being viewed via connected TVs. Fox Networks Group and NBCUniversal are experimenting with shorter prime-time ad time, and Samantha Bee, host of TBS' "Full Frontal," announced the creation of a mobile game app that's designed to encourage viewers to vote and is open to sponsorship from advertisers.
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Today, creativity is an essential part of doing business. Creativity used to be reserved for consumer brands, big campaigns and a select group of people. Now it lives all around us. Whether you're a B2B or B2C company, Barby will reveal what it takes to unleash creative bravery, including insights from the 2018 Cannes Lions. Join us on July 9th.