Facebook helps advertisers bolster brand safety | Streaming services reap rewards with interactive ads | Twitter gives marketers more tweet insights, tests messaging controls
November 21, 2019
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Facebook helps advertisers bolster brand safety
Facebook helps advertisers bolster brand safety
(Loic Venance/AFP via Getty Images)
Facebook is rolling out tools and launching tests to provide more advertiser transparency and enhanced brand safety, including whitelist creation tools, an advanced blocklist service and in-stream placements with integrated content-level whitelisting, and the platform has also added Zefr to its list of safety partners. This "is part of a two-plus year journey that we've been on to ensure that we provide advertisers with as many controls as possible to help their brands feel safe and secure being on our platform," says Facebook's Carolyn Everson.
Marketing Land (11/20),  Ad Age (tiered subscription model) (11/20),  The Drum (free registration) (11/20) 
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Hulu’s Digital Identity Exploration
We wanted to know more about how people adopt and interact with technology in everyday life and how to advertise to people at different digital fluency levels. Here's what we found! Learn More
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Marketing Trends
Streaming services reap rewards with interactive ads
Streaming services reap rewards with interactive ads
(Pixabay)
Streaming services are increasingly utilizing interactive banner ads, pop-ups and other modules to promote their own content and as a means of generating revenue from leading brands, writes Brian Steinberg. Geico recently directed individuals from the home page of Amazon Fire to content and Halloween ads using a sponsored sign, while Roku has been integrating interactive overlays on ads from select sponsors.
Variety online (11/19) 
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Mobile Focus
Twitter gives marketers more tweet insights, tests messaging controls
Twitter has expanded its Media Studio tool to include Conversation Insights to enable marketers to track tweet mentions and the individuals amplifying messaging. The platform is also testing tweet scheduling.
Adweek (tiered subscription model) (11/20),  Social Media Today (11/21) 
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Agencies, creators share tips on AR marketing
Agency executives and augmented reality creators share their advice on the most effective ways to engage consumers using augmented reality tools such as Snapchat's Lenses. Paper Triangles' Frank Shi says, "Keep it simple, fun and magical," while Wavemaker's Whitney Fishman says the most effective AR experiences are those that provide value to consumers, such as IKEA's use of the technology to virtually place its furniture in consumers' real-life homes.
Digiday (tiered subscription model) (11/21) 
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Featured Content
Sponsored content from Adjust
Why data sharing needs to change
While Adjust doesn't share the attribution information itself between networks, sharing all the data from your app gives such partners an insight into your entire user base. Let's talk about why this is the status quo, and why that needs to change. Read the blog.
 
FlixBus puts data in the driver’s seat
Mobility apps have had some of the highest Growth Scores of any app, but have also struggled with retention. The data suggests competition is fierce and users are ready to jump ship whenever the next big thing comes along. So what's their secret sauce?
 
Company Watch
NBCUniversal plans centralized ad platform
Comcast-owned NBCUniversal is planning on integrating its ad inventory into a single centralized platform that will enable buyers to easily implement campaigns across its linear TV and YouTube channel and other on-demand sources. "The first big thing that we want to do is provide a system that simplifies, abstracts and automates the process for the advertiser and the internal business stakeholders," said Ryan McConville, who has signed onto NBCUniversal as its first executive vice president of ad platforms and operations.
Adweek (tiered subscription model) (11/20),  MediaPost Communications (11/20) 
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YouTube bolsters Reach Planner tool with Nielsen TV data
YouTube is integrating Nielsen TV data into its Reach Planner audience-coordinating tool for US users and Nielsen Total Ad Ratings for campaign performance measurement. YouTube's Kristin MacGregor says the integration will enable brands to "compare how different distributions of spend on TV and YouTube influence the overall reach and frequency of a particular campaign."
Adweek (tiered subscription model) (11/20),  The Drum (free registration) (11/20) 
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Brands & Campaigns
Anna Kendrick puts a Frito-Lay spin on "My Favorite Things"
Frito-Lay's debut holiday spot comes from its in-house team and stars Anna Kendrick singing a version of "My Favorite Things" that manages to include Doritos, Cheetos and Tostitos. A 90-second cut of the ad, which normally runs for two minutes online and has 30- and 15-second versions, is running on NBC during Macy's Thanksgiving Day Parade and the campaign includes additional content across Spotify, Instagram, Facebook and other platforms.
Ad Age (tiered subscription model) (11/20),  Adweek (tiered subscription model) (11/20) 
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Policy & Research
Report: 30-second digital spots garner highest impressions
Extreme Reach's latest Video Benchmark Report reveals that 15-second digital ads are utilized most frequently, but 30-second spots accounted for roughly two-thirds of all impressions in the third quarter of this year, an increase from one-third in the first quarter of 2016. Fifteen-second spot accounted for 32% of video ad impressions and other formats accounted for less than 2%.
MediaPost Communications (11/20) 
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IAB News
IAB Native Advertising Playbook 2.0
IAB Native Advertising Playbook 2.0
The IAB Native Advertising Playbook 2.0 looks into the continually evolving native advertising landscape, as viewer perceptions of the ad products are changing as well. Read more in the just released playbook.
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IAB Leadership Training: Media Sales
IAB Leadership Training: Media Sales
Transition from player to player-coach with IAB Leadership Training: Media Sales. You'll learn how to inspire your front-line sellers and help your team thrive in today's rapidly evolving digital ecosystem. Develop skills needed to recruit and retain talent, collaborate cross-functionally, and more. Enroll today.
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