October 18, 2021
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Top Story
How Snap is courting advertisers
(Lionel Bonaventure/AFP/Getty Images)
Snap has become a "go-to" digital space for advertisers by rolling out capabilities such as real-time ad development with global delivery, in-app sales tools and advanced targeting and measurement tools that yield consistent returns, writes Mary Madigan. Snap APAC General Manager Kathryn Carter says augmented reality features are driving more advertisers to the platform and predicts performance advertising will gain even more popularity as the holiday shopping season approaches.
Full Story: B&T (Australia) (10/13) 
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Monetizing Content
Forbes Business Council members offer 10 pointers to help brands use QR codes to their full potential. Executives point to the difference in QR code adoption among younger and older consumers, the value in tying a physical product to a digital experience and using colors, patterns, logo integration and other customization tools to ensure they stand out.
Full Story: Forbes (tiered subscription model) (10/15) 
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While Pinterest is considered a social media platform, users treat it more like a search engine and arrive with intent to buy, write social media experts Lindsay Shearer and Michael Stelzner. They outline how to choose an ad format, track and target visitors, and design video or graphic ads.
Full Story: Social Media Examiner (10/14) 
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Integrated Marketing
Brands will be more successful at influencer marketing if they invite influencers to be involved in the ideation phase of campaigns, writes Seen Connects' Sedge Beswick. "They know their stuff, and they know it better than anyone," Beswick writes, adding, "So why not work with them -- really work with them -- to create concepts and a campaign they'll be invested in, excited for and sure their audience will love?"
Full Story: The Drum (free registration) (10/13) 
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YouTube's Shorts global daily viewership grew from 6.5 billion in March to more than 15 billion by the summer, during which the channel became available in the US during May. YouTube's plans to continue developing the 60-second format include content developer tools such as more music access and new editing tools, refining the viewer experience to make efforts easily discoverable, and "lightly testing ad formats," says Kevin Ferguson, director, operations and partnerships for YouTube Shorts.
Full Story: Variety (10/15),  Social Media Today (10/15) 
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Advertising Campaigns
72andSunny taps Kenan Thompson for Autotrader
72andSunny New York's latest work for Autotrader's "Finally, It's Easy" campaign stars Kenan Thompson from "Saturday Night Live" in humorous spots where he tries to explain the simplicity of buying cars from home to the smart appliances in his kitchen. The campaign is running across TV, streaming, audio, social media and digital.
Full Story: MediaPost Communications (free registration) (10/13) 
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Snap and Universal Pictures created a "Halloween Kills" augmented reality experience on Snapchat that uses volumetric video technology to bring Michael Myers to life for the film that will debut on Peacock and in theaters. A behind-the-scenes video shows how the experience was created, and the movie's director David Gordon Green says, "We're reaching new levels of terror with Snapchat."
Full Story: Adweek (10/13) 
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Association News
From creative cross-platform alliances to new pricing tactics, media companies, advertisers and streaming content packagers are revising their approaches to this fast-evolving business. Fueled by pandemic-induced changes, the streaming industry has entered its rambunctious adolescence; and recent market hyperactivity has made it grow up fast. Read more in the Consumer Technology Association's i3 magazine.
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Join the Consumer Technology Association (CTA)® on Oct. 29 at 12 p.m. ET for a Focus Friday discussion on CTA's 5th Annual Future of Work study. In the midst of unprecedented changes to the workplace and workforce, hear the results of the study and discuss how CTA members are approaching challenges such as hybrid work, retention, training and development programs, and more. This opportunity is available to CTA member companies only. Register today.
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