Facebook expands hateful content classification | Wearables become increasingly viable marketing tool | Where did the Facebook boycott ad budget go?
August 13, 2020
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Facebook expands hateful content classification
(Pixabay)
Facebook is removing 1,000 ad targeting selections that are underutilized or echo other options for marketers. The social platform also has expanded its banned racist and bigoted content classification to include negative Jewish stereotypes and blackface depictions.
Full Story: Social Media Today (8/12),  MediaPost Communications (8/12) 
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Marketing Trends
Technological advances and increasing consumer adoption of smartwatches, health monitors and other wearable devices have given marketers a unique opportunity to engage with consumers, glean actionable insights and even replace traditional touchpoints, writes Rosalyn Page. She points to creative wearable activations such as PepsiCo and Coca-Cola's use of Lightwave bracelets for concert crowd data and Jawbone's caffeine tracker that produces data allowing brands to cross-sell products.
Full Story: CMO (Australia) (8/11) 
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Research indicates more than 1,000 brands participated in the #StopHateForProfit Facebook advertising boycott in July, with the platform's top advertisers cutting their monthly spending by $30 million compared with the year prior, though it was not all boycott-related. Digital marketing agency Tinuiti reports roughly 25% of its ad partners participated in the boycott and redirected funds toward paid search (40%), display ads (24%) and alternatives to Facebook via paid social (24%).
Full Story: MediaPost Communications (8/12) 
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Mobile Focus
Media buyers expect brands with current TikTok campaigns to continue running them into the early fall but are witnessing a fourth-quarter budget pullback amid President Donald Trump's executive order banning US transactions with the platform, which goes into effect Sept. 20. NXD Social's Meghan Rao says, "Our plan is to hold off and recommend other platforms to use until we figure out what the next steps are for TikTok," while Kickback's Franky Bernstein says brands are "doubling down on existing channels that are more stable."
Full Story: Digiday (tiered subscription model) (8/12) 
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5 insights from the sports conversation on Twitter
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Company Watch
Adobe has expanded its Real-Time Consumer Data Platform with governance tools for email and social media campaigns. Some of the new capabilities include applying data usage labels and enforcing usage policies.
Full Story: MediaPost Communications (8/12) 
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Marketing platform LiveIntent and identity resolution service FullContact are teaming up to enable marketers to track on- and offline data across various channels, devices and platforms using a single ID amid the sunsetting of cookies. Through the partnership, LiveIntent founder and CEO Matt Keiser says marketers can "perform measurement and attribution, execute people-based marketing, trigger emails, drive personalization, achieve Identity Resolution" and handle consent management.
Full Story: MediaPost Communications (8/12) 
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Brands & Campaigns
Ketchum, Maytag go viral with The Holderness Family
(The Holderness Family/YouTube)
Maytag, with Ketchum, tapped viral video creators The Holderness Family for a "Mystery Stain" social video that attracted 1.5 million views in its first week on Facebook. The video is set to an original Holderness Family song about the washer's Extra Power Button, and Maytag's Allison Gillespie says, "We think we have a cheeky tone and this fits with that."
Full Story: MediaPost Communications (8/12) 
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Policy & Research
The vast majority of Black Generation Z social media users say the frequent depiction of racial violence they encounter online makes them upset, feel hopeless or otherwise causes some hurtful emotion, according to a study conducted by VSCO and JUV Consulting. Most want to see and celebrate joy more frequently online and many say social media needs more excitement and comfort.
Full Story: Forbes (8/12) 
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IAB News
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