Report: Paid search, social top digital ad spend | Brands attempt to bring social platform oversight in-house | Retail apps create "holiday" spending year-round
July 19, 2019
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Report: Paid search, social top digital ad spend
Report: Paid search, social top digital ad spend
Digital advertisers are spending the majority of their budgets on paid search, paid social, display, YouTube and mobile/in-app ads, respectively, and are prioritizing brand awareness and enhancing customer experience, according to Marin Software's May/June survey of digital marketing decision-makers. Google, YouTube and Amazon topped the list of trusted publishers, and while 60% plan to increase Amazon budgets, many cite its campaign management and reporting tools as a hindrance.
ClickZ (7/18),  MediaPost Communications (7/18),  MarTech Series (7/18),  Marketing Dive (7/18) 
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Building Multi-Revenue Stream Agencies
Today's digital publishers are weighing the pros and cons of adding additional (more predictable) revenue streams to further diversify their offerings. Dig into the why, the how, the benefits and the lessons learned from 3 firms who successfully added new streams of revenue to their business. Get the white paper
Marketing Trends
Brands attempt to bring social platform oversight in-house
An increasing number of brands are creating their own accounts on leading platforms and using simple tools such as dashboards to oversee Facebook, Google and Amazon marketing efforts in-house instead of relying on agencies, writes Kristina Monllos. Brands enjoy more media buying transparency and data ownership but come up against challenges such as tighter credit limits, mastering technologies and achieving performance levels that agencies have achieved.
Digiday (tiered subscription model) (7/17) 
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Mobile Focus
Retail apps create "holiday" spending year-round
Retail apps and year-round online deals are lowering the pressure of the holiday season by spreading out consumer spending, a new survey by Liftoff shows. Many customers are also choosing to browse via mobile apps, then go to brick-and-mortar stores to actually make purchases.
MarTech Series (7/17) 
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IAB Programmatic Symposium
The IAB Programmatic Symposium will return on September 23, 2019, in NYC. This one-day event will take an in-depth look at the shifting landscape of programmatic and cover topics including the future of AI, in-sourcing media, the promise of blockchain, the ramifications of CCPA and GDPR, and more. Register Now
Company Watch
Facebook to tighten News Feed ad restrictions
Facebook to tighten News Feed ad restrictions
(Karen Bleier/AFP/Getty Images)
Facebook is planning to tighten the creative limitations for its mobile News Feed ads in August, which will decrease the aspect ratio for photos and videos from 2:3 to 4:5 and reduce the number of visible text lines from seven to three and enable viewers to click for more, writes Kerry Flynn. Ad executives are interested in seeing whether the stipulations will be a burden or impetus for creative changes and are troubled that they didn't have more advance knowledge of the restrictions.
Digiday (tiered subscription model) (7/19) 
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Nielsen ratings might come to streaming platforms
Video streaming services release viewership or user statistics at their own discretion, with no verification methods, but some advertisement-supported platforms are looking to change that. Nielsen has said that it is in talks with Pluto TV, Xumo and Tubi about implementing its Digital Ad Ratings, which will likely help marketers make decisions based on confirmed numbers.
The Wall Street Journal (tiered subscription model) (7/17) 
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Brands & Campaigns
Bud Light delights Twitter with Area 51 label design
Bud Light, with Anheuser-Busch's in-house shop Draftline, entered into the fun of the viral "Storm Area 51, They Can't Stop All of Us" Facebook event by tweeting a special "Area 51 Special Edition" label design for its cans. The brand responded to users asking if the label would ever appear on real cans by saying it will if its post gets 51,000 retweets -- and that number is currently at more than 26,000.
Adweek (tiered subscription model) (7/18) 
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Policy & Research
Consumers seek conversational marketing tech benefits
Today's online consumers want to be able to communicate with brands quickly, according to Drift and SurveyMonkey's "2019 State of Conversational Marketing" report, which surveyed 1,000 US consumers. The survey found that consumers prefer interacting with brands via email (65%) but find chatbots to be the best method for 24/7 service followed by online chat (32%).
[A]listdaily (7/17),  Marketing Land (7/17) 
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IAB News
IAB Programmatic Symposium
IAB Programmatic Symposium
The IAB Programmatic Symposium will return on Sept. 23, 2019, in NYC. This one-day event will take an in-depth look at the shifting landscape of programmatic and cover topics including the future of AI, in-sourcing media, the promise of blockchain, the ramifications of CCPA and GDPR and more.

Click for more details and to register.
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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. Enroll today.
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