January 24, 2022
C Space SmartBrief
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Top Story
ByteDance is looking to TikTok to counter slowing growth within China and plans to build on the platform's nearly $4 billion in 2021 ad revenue by expanding global teams, according to Wall Street Journal sources. Ad Age sources say Nick Tran's recent departure as global head of marketing points to a shift away from "marketing stunts" and toward efforts more closely aligned with brand goals such as influencer relationships.
Full Story: Ad Age (tiered subscription model) (1/21),  The Wall Street Journal (1/21) 
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What trends will move digital commerce in 2021?
Pivotree experts share their predictions for 2022 across three critical areas of commerce: Supply Chain, eCommerce, and Data Management. Join us for an interactive chat to find out when and how supply chain woes could ease up, the trends we expect to accelerate, and 3 areas of CX to focus on. Register for the webinar.
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Monetizing Content
A survey of US consumers conducted by the Influencer Marketing Factory found that 57% purchased an item while watching a livestream and 72% would rate the experience a 9 or 10 on a 10-point scale. The survey also found that 29% of respondents make a weekly purchase via social commerce, and the brand was ranked as the most helpful in the purchasing process, compared to influencers and family and friends.
Full Story: Social Media Today (1/18) 
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This infographic from Search Engine Journal explains 10 trends that will dominate content marketing in 2022. The 10 themes include a focus on intent data, real-time insights, integration of content formats and blending empathetic storytelling with technological efficiencies.
Full Story: MarketingProfs (free registration) (1/18) 
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Integrated Marketing
Quality Meats, Picsart rebrand Boring, Ore., businesses
(Picsart/YouTube)
Quality Meats' campaign for Picsart features a native of Boring, Ore., help local businesses solve their "branding problem" using the design app's creative tools and capabilities. A series of quirky documentary-style spots shows Picsart helping businesses like the North American Bigfoot Center become "unboring" and the campaign is running nationally across social, across cinemas and out of home in Portland, and OOH in New York and San Francisco with creative not specific to Oregon.
Full Story: Ad Age (tiered subscription model) (1/19) 
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Marketing Arm takes State Farm to TikTok for Super Bowl
(Jake From State Farm/TikTok)
State Farm chose to sit out this year's Super Bowl and is instead engaging fans with a #TeamStateFarm challenge on TikTok created with The Marketing Arm. The brand is encouraging users to share videos using TikTok's duet feature and brand character Jake will share his top three on Super Bowl Sunday and give fans the chance to vote for a winner.
Full Story: Adweek (1/22) 
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Sponsored content from The Wall Street Journal
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Video
Reaching Hispanic streamers takes planning, nuance
(Pixabay)
Isabel Rafferty, founder and CEO of Canela Media, looks at over-the-top TV advertising and how to reach Hispanic audiences. Marketers should make sure streaming platforms offer the opportunity to connect with Hispanic viewers from a variety of cultural backgrounds, to align brand value with content and consider original content partnerships with providers, Rafferty writes.
Full Story: Forbes (tiered subscription model) (1/19) 
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Advertising Campaigns
DDB takes Miller Lite's Big Game ad to metaverse
(Miller Lite/Twitter)
DDB Chicago and DDB San Francisco created a virtual experience in the metaverse's Decentraland, which will exclusively air Miller Lite's "Big Game" ad to maneuver around Anheuser-Busch InBev's exclusive beer rights for the Super Bowl. The brand states the activation will take the form of an "authentic, communal bar experience."
Full Story: Ad Age (tiered subscription model) (1/20),  Adweek (1/20) 
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Association News
Digital transformation has completely reshaped consumers' expectations of two things they love to indulge in: watching entertaining content and shopping. Watch now.
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Through Jan. 31, we're giving registered in-person and digital-only CES 2022 attendees the opportunity to replay, rediscover and relive the show. Access keynotes, select session recordings, exhibitor activations, show floor content with Brian Tong and more. Access the digital venue.
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