October 28, 2021
MMA SmartBrief
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Top Story
Dentsu and Lumen analysis of ad options across top social platforms found that Snapchat's six-second, non-skippable, full-screen vertical video ads received five times more "attentive seconds" than competitors. Other findings include that the format, which Snapchat calls Commercials, outperformed competitors in terms of attention, choice and recall metrics.
Full Story: MediaPost Communications (free registration) (10/27),  Adweek (10/27) 
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2021 Hispanic Market Report
Get intelligence-driven insights for U.S. Hispanics to help you effectively define, target, engage and accurately measure ROI impact. Download Report.
Consumer Engagement
Plans to build the new "OurWorld" virtual reality attraction at the former site of Bristol Zoo Gardens in England, have been revealed. A raised "gallery promenade," a 100-foot-tall viewing tower, a wild island, a lido and large beasts created by Arcadia are among the features planned for the project.
Full Story: BBC (10/27) 
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Future Proof Your Identity Strategy with Hashed Email
Hashed Email is a privacy-safe identifier that expands access to email data that can provide maximum coverage for targeting and measurement when combined with IDs such as Cookies, MAIDs, CTV IDs and IPs. Uncover Hashed Email
Marketing & Sector Solutions
Facebook, Snap hardest hit by Apple privacy regs
Facebook and Snap's ad businesses appear to be bearing the brunt of Apple's recent privacy policy changes, industry experts report, with both failing to meet third-quarter projections. They add that Google is getting more money as advertisers move spending and that Twitter's advertiser base relies primarily on the platform for branding rather than direct response.
Full Story: The Wall Street Journal (10/27) 
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Best Buy, Dollar Tree, Home Depot, Lowe's and Macy's are among an increasing array of retailers that are mining proprietary shopper data to build sophisticated media networks. Forrester Research expects retail media to bring in $50 billion during 2022, and Senior Analyst Collin Colburn says that the sector will "threaten Google and Facebook to a degree."
Full Story: Ad Age (tiered subscription model) (10/27) 
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Facebook offers 4 bidding options for its ad space, each of which carries its own pros and cons and each of which affects your budget and outcomes in a variety of ways. Understanding the options -- lowest-cost bidding, cost-cap bidding, bid-cap bidding and minimum ROAS -- can help you determine which one will give you the greatest return and be the best value for your business, writes Corinna Keefe.
Full Story: Social Media Examiner (10/27) 
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Creators: A megaphone to your customers
Creators can represent products and services to audiences beyond brand-owned media, most often with a wider and deeper reach than owned channels. In this November 4th session, learn how to approach the creator economy to seize this rapidly expanding marketing opportunity. Register now
Free eBooks and Resources
Free eBooks and resources brought to you by our partners
TIP: A Simple Strategy to Inspire High Performance and Lasting Success
Whatever your role, or level of success in your career, TIP will help you discover, or remember, how to consistently bring unique value to your team, your organization, and your most important customers. This easy read will provide a strategy for personal success, complete with coaching and action plans. Download now.
Effective Communication Skills—The 10 Things You Need to Know
This tips and tricks guide starts with explaining what communication skills are and the importance of them in the workplace. Then it will provide you with the top 10 communication skills and how to obtain each of them. This guide has everything you need to sharpen those skills. Download now.
Industry By the Numbers
Alphabet recorded $65.12 billion in revenue for the third quarter, its highest bump in more than 10 years, driven in part by Google's 43% increase in digital ads to total $53.12 billion. Chief Financial Officer Ruth Porat says Apple's privacy changes had a "modest effect" on YouTube revenue, which also was up 43% to total $7.21 billion.
Full Story: MediaPost Communications (free registration) (10/26),  BNN Bloomberg (Canada) (10/26),  Deadline Hollywood (10/26),  The Wall Street Journal (10/26) 
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Making It Work
Amazon introduces smart TVs
(Megan Varner/Getty Images)
Amazon is launching its own televisions, 4-Series and Omni Fire, that will support HomeKit and the AirPlay 2 service from Apple. The Omni series includes integrated microphones that enable voice commands.
Full Story: The Verge (10/27) 
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MMA News
Key Things to Know about Data Regulations
The digital experience and digital advertising are getting a complete overhaul because of different expectations about privacy and regulations like GDPR in Europe and CCPA in California. What used to seem like the wild, wild, west (www.?) of the internet is now being met with regulations that are making brands rethink how they value, collect and handle consumer data.

Learn More
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Get Creative With AI: Find a Path Forward through Industry Disruption
Over the past ten years, our industry has favored clicks and downloads over-delivering messages of value. But now, everything is changing. As our industry looks for alternative methods to reach consumers, pulls away from the ability to target like we used to, and builds solutions for a privacy-forward, foundational new way of operating, we can't let creativity continue falling by the wayside. Join this IBM session to learn how marketers can lean into advanced AI to win hearts and minds while also preparing for what's next in digital marketing.

Register for SMARTIES Unplugged now to join this session!
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Winter had stretched Long chill fingers into the brown, streaming hair Of fleeing October.
Alice Dunbar Nelson,
poet, journalist, political activist
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