Digital advertising is pulling away from text and increasingly taking on new forms in audio and video. The environment in which they appear is more charged and perilous than ever, permeated by divisive politics and objectionable content, writes Sapna Maheshwari.
Unilever marketing chief Keith Weed says the company will no longer invest in social media platforms that "create division" and do not actively work to stop fake news and hate speech. Weed says social platforms must earn back customers' trust and improve transparency.
National Enquirer publisher American Media is working directly with influencers to spread the word about its content and build mobile referral traffic. The collaboration with influencers is "a win-win," said American Media's Eli Lippman, adding, "We get the audience we want; they get access to our editorial team."
PlayStation and BBH NY teamed to present a near-3D, immersive ad experience during halftime at the NBA's Golden State Warriors versus San Antonio Spurs game on Feb. 10 for PS4's "God of War" game. The event was shown on Facebook Live and about 30 seconds were displayed during an ESPN commercial break.
Intel has released a documentary series that relays the stories of Winter Olympics athletes and gives their families access to the brand's virtual-reality technology to help bring their performances to life. Intel has also partnered with Olympic Broadcast Services to record 30 events at the Games that can be experienced via the NBC Sports VR app.
In today's political climate, navigating unpredictable cultural conversations is now required knowledge for corporate leaders. How a brand's leadership responds to culturally charged issues can have a major impact on its customers and shareholders. There are risks and rewards to speaking out on sensitive current events, just take it from these CEOs.
Digital media and marketing leaders gathered at the IAB Annual Leadership Meeting noted the industry's progress in addressing concerns such as poor ad placements and lack of uniform measurement standards over the past year, while acknowledging that there is still a ways to go. "There's a feeling that we're in the middle of a reckoning," Tronc's Grant Whitmore said.
Google has unveiled a story format for its Accelerated Mobile Pages, similar to those available on Snapchat and Instagram, allowing marketers to create visual stories that users can easily swipe through. The format is being launched in partnership with Vox Media, CNN, Hearst, The Washington Post, Meredith, Conde Nast, Mic and Mashable.
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