Report: Social to account for 30% of video ad spend by 2021 | Massage Envy's Corley builds data-driven plan | Nationwide CMO: Why marketing must empower working moms
March 13, 2019
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Report: Social to account for 30% of video ad spend by 2021
Social video ad spending will reach $14.89 billion by 2021, accounting for 30.4% of all video ad spend, based on a study from eMarketer. While Facebook and YouTube dominate this space, smaller video platforms like Twitter and Snapchat will also play a prominent role.
eMarketer (3/11) 
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CMO Insights
Massage Envy's Corley builds data-driven plan
Massage Envy's Corley builds data-driven plan
Corley (Craig Barritt/Getty Images)
Massage Envy was able to significantly boost its marketing results by using data to better understand consumer behaviors, Jeanna Corley, vice president of consumer brand marketing, said in this Q&A. "I'd like to lug some AI to our marketing data warehouse, so we can get into the store level and let them know who they're speaking to," said Corley, adding that the company will not just grab an off-the-shelf artificial intelligence solution.
AdExchanger (3/11) 
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Nationwide CMO: Why marketing must empower working moms
Nationwide Chief Marketing Officer Sara Bennison talks about how the industry must fundamentally change its approach to maternity leave and working mothers to ensure true gender equality and retain valuable talent. Supporting mothers to reach leadership levels, or other work ambitions, would make marketing a much more enticing career path for younger generations, she says.
Marketing Week (UK) (free content) (3/6) 
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How is marketing changing in 2019?
Digital-first marketing strategies are obsolete. To succeed in 2019, marketers need to adopt a data-first mindset that takes in the entire customer journey. Learn how top brands are already doing so. Get the ebook.
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Innovation at Work
Facebook Watch will pair publishers and video stars
Facebook Watch will pair publishers and video stars
Palmer (Morgan Lieberman/Getty Images)
Facebook is funding and licensing new shows for Facebook Watch and calling on major publishers to produce content. The as-yet-unnamed program will pair publishers such as Conde Nast and BuzzFeed with various video stars and influencers, including Keke Palmer and Freddie Ransome.
Digiday (free content) (3/12) 
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Disney, Accenture Interactive bring fans' emotions to Dumbo
Disney teamed up with Accenture Interactive to promote its remake of "Dumbo" at SXSW with a photo booth that put the user's emotions on the face of the elephant in movie posters via facial recognition technology. Accenture Interactive's Patrick Kennedy says the poster is a way to personalize the movie experience for fans, explaining that "when you can use facial recognition, there is a two-way communication that you can start to have with a character."
The Drum (free registration) (3/10) 
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Trending Now
Data privacy replaces brand safety as top concern
Sixty percent of ad industry professionals said brand safety was a serious problem in 2018, a drop from 90% in 2017, Digiday and GumGum have found in a survey. And a separate study by Integral Ad Science reveals that US digital marketers are most worried this year about data privacy, followed by consistent measurement, ad fraud, brand safety and fake news.
eMarketer (3/10) 
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Location data, programmatic make a great team
Location data, programmatic make a great team
(Pixabay)
A real symbiosis can be achieved by combining location data with programmatic ad buying, producing better performance and insights at scale, Simpli.fi reports. Last year, mobile targeting with location data increased customer visits to physical locations by nearly 400%.
MarTech Today (3/7) 
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Brands go all in with esports
Esports marketing is gaining ground and brands and agencies are taking notice. "There is a real gap for high-level comms pros who understand esports and have experience in it," Nicola Piggott of Riot Games said.
PRWeek (3/7) 
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PR Council Updates
Procurement and Agency Sourcing: Learn How You Can Win Commercially
Procurement and Agency Sourcing: Learn How You Can Win Commercially
Join us for a Special Topic Series webinar on March 28 at 12 p.m. Eastern Daylight Time, to learn more about how you can win commercially. PRC President Kim Sample will interview Thom Roose, Global Category Chair, Marketing and Communications with IBM Procurement Services, and then we'll open it up to participants. Formerly with P&G, Thom understands our business so will offer terrific insights to help agencies plan ahead and play to win when negotiations begin. To register, visit here.
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Register now for the PR Council's Harvard Leadership Program: High-Velocity Decision-Making
Register now for the PR Council's Harvard Leadership Program: High-Velocity Decision-Making
Nanda
The PRC is offering its popular Harvard Leadership Program, an MBA-style crash course, led by Dr. Ashish Nanda. It features key lessons from Harvard Business School case studies, exercises, & discussions. More details and registration can be found here.
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