April 23, 2021
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Top Story
Fashion startups are looking to a try-before-you-buy model, similar to Stitch Fix and Amazon Wardrobe, to reduce the number of returns and the related costs while increasing conversions. Jewelry brand Gemist partnered with Swarovski to design replicas of its diamond rings for customers to try at home, and startup BlackCart helps brands customize their try-before-you-buy offerings.
Full Story: Modern Retail (tiered subscription model) (4/22) 
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Global Omni-Channel Benchmarks Report
2020 upended the way we engage with content, and brands have had to adjust accordingly. Download Innovid's Global Omni-Channel Benchmarks Report to learn how advertising trends have shifted in such an unprecedented year.
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Consumer Engagement
Researchers studied 6,700 youths ages 10 to 19 and found that 18% of those ages 10 to 15 drank alcohol at least monthly, with an increased risk of more frequent drinking for each additional hour of social media use. The findings in the journal Addiction also showed that 30% of those ages 16 to 19 reported drinking at least weekly, with those spending over an hour on social media each day having an increased likelihood to binge drink.
Full Story: Irish Examiner (4/22) 
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AT&T expanded its postpaid wireless phone base by 595,000 subscribers between January 1 and March 31, and overall revenues grew by 2.7% year-to-year, causing shares to rise 5% on April 22. The last time AT&T had such good first-quarter results was in 2011 or earlier.
Full Story: FierceWireless (4/22),  The Wall Street Journal (4/22) 
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Marketing & Sector Solutions
Twitter helps brands stand out with Professional Profiles
(Twitter)
Twitter is testing a Professional Profiles tool among a select group of US users that gives them the opportunity to include specific business-related information within their profiles such as an address and contact details. The social platform plans to roll out the tool in the near future to any person or group that uses Twitter for work.
Full Story: TechRadar (4/21),  Social Media Today (4/21) 
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Facebook is testing custom Stories sticker advertisements, Instagram Reels spots in Germany, Italy, Australia and Brazil, and ad location in video streams based on subjects and subtopics. An Ipsos study from November 2020 showed that Instagram and Facebook were video viewers' top choices for interacting with brands.
Full Story: Adweek (4/22),  Ad Age (tiered subscription model) (4/22),  TechCrunch (tiered subscription model) (4/22) 
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Industry By the Numbers
Analysts: Digital ads storming back in 2021
(Pixabay)
The ongoing surge in e-commerce and uptick in travel have buoyed digital ad sales for tech leaders such as Amazon, Google and Facebook. Bernstein analysts dubbed 2020's fourth quarter, digital advertising's "perfect storm" and says 2021 will be "hurricane season," with spending driven in part by "an accelerating upgrade cycle from image to video, TV ad ripe for picking, and brand spend returning."
Full Story: CNBC (4/21) 
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Making It Work
The next updates for the iPad and iPhone operating systems will reportedly let users customize notification preferences or use pre-set categories like driving or working and notify them when apps collect data. Sources also say the iPad will get major home screen upgrades and that Apple plans to add social network components to iMessage.
Full Story: Ars Technica (4/22) 
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MMA News
Maximize OTT performance: How dynamic creative technologies and AI can influence the streaming advertising landscape
The pandemic has dramatically increased the number of video streaming households, and in a down marketplace in 2020, OTT was the only category that experienced double digit growth in ad revenue. As marketers increase their OTT budgets to reach a large, engaged audience, they also need to accelerate their creative performance to drive measurable consumer actions.

Join IBM as it discusses how advanced creative technologies and AI can help solve the obstacles marketers face in the OTT landscape and maximize video campaign outcomes.

Sign up now.
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Identity Crisis: What the Loss of Identifiers Will Mean to Advertisers
The deprecation of cookies and impact of the iOS 14 privacy update is having reverberating effects throughout the advertising ecosystem. As a result, marketers are looking to understand which identity solutions will help them connect identifies across various data silos and future proof their media spend. This panel discussion tackles what identifiers marketers will use for future transactions and discusses current solutions and media strategies being tested as well as how to differentiate between identity solutions. Join us at MATT Unplugged on May 19th - Registration is Free.
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