Marketers are being able to turn online posts created by influencers and other ambassadors into branded content ads by using the platform's paid partnership tool. The ads appearing in Instagram feeds or stories will enable brands to reach a broader base beyond an influencer's following and will include a paid partnership tag.
How is marketing changing in 2019? Digital-first marketing strategies are obsolete. To succeed in 2019, marketers need to adopt a data-first mindset that takes in the entire customer journey. Learn how top brands are already doing so. Get the ebook.
AT&T's advertising unit, Xandr, is launching an ad platform that will enable marketers to use its first-party customer data when purchasing inventory through the AppNexus exchange, along with Xandr's Community video network to streamline the purchase of traditional TV, digital video, mobile, display, over-the-top, audio and connected TV ads. With Xandr Invest, brands will be able to select segments of AT&T's 170 million customers, apply browsing, behavioral, viewership and location data and also augment the information with their own proprietary data.
Cable networks are putting money behind sports wagering content to varying degrees as more states legalize gambling following a 2018 Supreme Court decision. ESPN and WarnerMedia's Turner networks are limiting themselves to targeting bettors with relevant content, but Fox has plans to introduce a betting app this fall.
Luxury brands such as Louis Vuitton and Gucci are changing the digital advertising landscape, spending half of their advertising budgets on digital campaigns that are as flashy as their clothes. The entrance of the big spenders is driving up the cost of ads on social media and raising the bar for tech design, putting the squeeze on mid-range retailers.
Google partnered with the National Park Service and The Lesbian, Gay, Bisexual & Transgender Community Center to create an augmented reality monument in New York City to mark the Stonewall riots' 50th anniversary. Visitors can use the Stonewall Forever app to scan the sculpture, which also is available to view online, and watch archived footage via rainbow-hued virtual particles.
Procter & Gamble will supply 5,000 baby changing tables for men's public restrooms as part of its #LoveTheChange campaign for Pampers. The company will support the initiative with a new ad spot that features musician John Legend.
Gay Beer, brewed for Loyal Brands by New York's Butternuts Beer and Ale, was co-founded in 2018 by LGBTQ+ community members Jon Moore and Jason Pazmino, and the brand is making its TV advertising debut for Pride Month. The spot from Quirk Creative features a male couple sitting down to enjoy the game with the brand's beer.
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