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Mobile Marketing

Neuroscience Attention Metric Promises To Become Next Ad-Targeting Tool

9/25/2023

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Neuroscience Attention Metric Promises To Become Next Ad-Targeting Tool

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Teads, the global media platform, and OMD, a subsidiary of Omnicom Group, will release Monday the results of a pioneering neuroscience study focused on understanding the "attention" metric used in the advertising industry. It also offers insight into three new measurement tools for this metric.

This study, conducted in March 2023 in partnership with RK Neuroconsulting and Offerwise, focuses on video advertising across Latin America. Kimberly-Clark in Latin America participated in the research. 

“Attention is not just a technical metric,” said Juan Nino, CEO at OMD LATAM. “It’s a human metric."

The research team used technology to measure human behavior. That’s the challenge, he said.  

The study, which used real campaigns from clients, relied on neuroscience research to discover how the environment of different platforms -- including news websites via Teads and three leading social-media platforms -- influenced levels of attention in viewers.

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“We need to develop the metrics with a responsible mindset,” Nino said. “We need to understand and study each platform carefully if we want to be successful in using this metric in the media plan.”

OMD is exploring this metric based on pilots across select campaigns to determine how to use attention in media and campaigns.

Analyzing the attention patterns in a Huggies campaign from more than 1,400 participants across Brazil, Chile, Colombia, and Mexico, Teads and OMD unveiled insights aimed at assisting brands in optimizing marketing investments through strategic audience attention metrics.

“When my agency first brought this to my attention, I wanted to put it in every brief,” said Sergio Valcarel, intelligence hub director in Latin America at Kimberly-Clark. “I needed to understand how this would impact my business. When we first started on this journey, we talked about the theory of attention. This is the first step.”

Cau Stefan, research and insights manager Latam at Teads, described the three measurements, key performance indicators (KPIs), that emerged from the research.

The concept of the "Micro Attentional Moment" uses advanced eye-tracking software and measures “the fleeting instance when the brain absorbs visual content” to gauge visual engagement between ads and the contextual surroundings.

The study also introduced "Attention Coefficient K” to measures the quality of attention by distinguishing between focused attention and distractions from the environment, underscoring the role that attention quality plays in shaping ad recall. 

The study also explored the "Attention Loss Factor," which quantifies the attention an ad loses to its surroundings, as well as “Scroll Speed,” or the speed at which a user scrolls through the content. 

Key findings from the study included platform variation. The study revealed significant attention variations across platforms, with Teads generating 74% ad recall -- the highest of all platforms. This compared with 70% for one social-media platform, 53% for the second, and 51% for the third.

The study also underscored the importance of creative optimization and ensuring that attention is captured on average during the first 2 seconds of an ad. The research indicated that creative optimization directly impacts the campaign's memorability, with the potential to attract 30% attention to a brand on an ongoing basis.

Understanding the loss of attention also is important. Some 46% of attention is drawn away by the environment, presenting a unique challenge and an equally unique opportunity for advertisers to capture the remaining 54% more effectively.

The study also highlighted the speed at which people scroll on mobile phone screens, and the research measured this movement. The dimensions of a mobile phone screen measure approximately 15 cm, while the typical user tends to scroll at a relatively brisk pace of 4.7 cm per second, implying that in a high-scroll speed environment, users tend to miss about one-third of the mobile phone screen.

By understanding that a slower scroll speed corresponds to increased engagement with content, Teads was able to achieve a scroll speed of around 2.2 cm per second.

When comparing platforms, Teads and one major social-media platform demonstrated similar scroll speeds, with each registering around 2 and 2.2 cm per second, respectively.

Another leading social-media platform had a scroll speed of 5.6, while the last platform measured at 6.3 — more than two-and-a-half times and nearly three times faster than Teads, respectively.

This data emphasizes Teads' ability to facilitate user interaction through a measured scrolling experience that fosters meaningful content engagement.

 





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September 25, 2023 at 05:58AM
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Elevate B2B Marketing News Weekly Roundup: Experiences Drive Brand Success New Dall-E 3 & Xs Paid Future

9/25/2023

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Elevate B2B Marketing News Weekly Roundup: Experiences Drive Brand Success, New Dall-E 3, & X’s Paid Future

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B2B Content Promotion in 2023: Channel and Format Trends [Report]
97.7 percent of B2B content marketers used LinkedIn to amplify their organization’s content during 2023 — up 4.7 percent from 2022, with 67.4 percent using Twitter/X having — an 18.6 percent decrease, while the leading content types being promoted were blogs, social media, video, white papers, and case studies — three of numerous findings of interest to B2B marketers contained in newly-published report data. MarketingProfs


“Content marketers, particularly in the B2B space, absolutely must be in that precious 25.6% minority who set aside more than 4 hours a week to promote their content.” — @Mike_Allton of @Agorapulse
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Almost 9 in 10 CMOs Around the World Agree That Brands Are Built Through Experiences
48 percent of CMOs and senior marketers have said that during 2023 technology that enhances the brand idea helps drive a great brand experience — up from 34 percent in 2022, while interface innovation, powerful ideas, and smart personalization rounded out the list of top methods for achieving top brand experiences, according to recently-released survey data. MarketingCharts

OpenAI unveils Dall-E 3, latest version of its text-to-image tool
The latest incarnation of OpenAI’s image-generation technology Dall-E 3 features numerous improvements including more accurate image creation — especially when it comes to the inclusion of text — along with several new safeguards against undesirable content, the OpenAI group recently announced. Reuters

YouTube Adds New Clips Insights to Further Inform Content Strategy
With its newest YouTube Studio feature, Google’s YouTube now lets users see data about the clips that have been created from their videos, offering brands and marketers new insight into those portions of video content that are resonating the most with audiences, YouTube recently announced. Social Media Today

Google announces new Bard features as traffic continues to lag ChatGPT
Google has updated its Bard generative AI offering, including the addition of Bard Extensions for better integration with an array of other Google services, along with a search comparison feature that lets users see how Bard’s AI-driven output differs from that of the firm’s traditional search, Google recently shared. Reuters

3 Important Social Media Trends of Note for 2023 [LinkedIn Usage Poll]
43 percent of respondents to a recent social media poll have said that they were spending significantly more time on the LinkedIn social platform during 2023, with 36 percent noting that they have spent somewhat more time on the professional platform, with a scant 15 percent indicating they were spending less time on LinkedIn, according to recently-published survey data of interest to B2B marketers. Social Media Today

2023 September 22 statistics image

Organizations’ Generative AI Use Most Prevalent in Marketing and Sales
14 percent of professionals in sales and marketing have said that they are regularly using generative AI — the leading job function doing so among organizations, with 13 percent of those in product or service development doing so, followed by 10 percent of those in service operations, according to newly-published generative AI usage survey data of interest to digital marketers. MarketingCharts

Elon Musk says Twitter, now X, is moving to monthly subscription fees and has 550 million users
The head of the business formerly known as Twitter and now known as X has said that the social media platform will move towards making X a subscription-based service, while also noting that the platform has some 550 million monthly users, X recently announced. CNBC

Meta is expanding its verification program to businesses
After a period of testing, Facebook and Instagram parent firm Meta has begun rolling out an updated Meta Verified program that allows brands using its two primary platforms to subscribe to a verification program that offers check-mark badging, protection against impersonation accounts, along with greater published content reach, Meta recently announced. TechCrunch

X Is Testing an Expanded Profile Bio Section to Provide More User Context
X has begun tests that aim to provide more robust biography information to brands using the platform, expanding on the limited brand biography options Twitter has had since its inception, likely to be tied into the firm’s forthcoming subscription plan offerings. Social Media Today

ON THE LIGHTER SIDE:

2023 September 22 Marketoonist Comic

A lighthearted look at “Productively Unproductive” by Marketoonist Tom Fishburne — Marketoonist

New iPhone 15 Includes 12 Animal Sounds And Colorful Lever — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • LinkedIn Marketing Solutions/Adobe — These B2B Innovation Award Winners Are Breathing New Life Into B2B Marketing — Adweek
  • Lee Odden / TopRank Marketing — Feeling B2B with Pam Didner: A B2B Marketing Expert Interview — MarketingProfs
  • TopRank Marketing — How to Find Influencers on LinkedIn Who Match Your Brand — LinkedIn (client)

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Joanna Lord @JoannaLord
Lisa Buyer @lisabuyer
Melanie Mitchell @MelanieMitchell
Scott Stratten @unmarketing
Carolyn Shelby @cshel

Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry.

Have you uncovered your own top B2B marketing news item we haven’t yet covered? If so, please don’t hesitate to drop us a line in the comments below.

Thank you for joining us for this week’s Elevate B2B Marketing News, and we hope you will return again next Friday for another array of the most up-to-date and relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post Elevate B2B Marketing News Weekly Roundup: Experiences Drive Brand Success, New Dall-E 3, & X’s Paid Future appeared first on B2B Marketing Blog - TopRank®.





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September 25, 2023 at 05:57AM
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Streaming Drives More Viewer Attention To Ads Than Linear TV

9/22/2023

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Streaming Drives More Viewer Attention To Ads Than Linear TV

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Consumers have more ways than ever before to divide their attention among a variety of media channels and viewing devices such as smart TVs and mobile phones. This environment challenges marketers to better understand how consumers pay attention to advertising.

Streaming video content has a 13% higher attention index and …


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September 22, 2023 at 05:21PM
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Why TikTok's 'Self-Attribution' Model May Be The Next New Thing Or Not

9/22/2023

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Why TikTok's 'Self-Attribution' Model May Be The Next New Thing, Or Not

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This week, TikTok introduced multiple features that should help advertisers better track the performance of their ad campaigns in the social-media app, including new attribution analytics and self-attributing networks.

Drawing a direct link between ad exposure and conversion isn’t easy, especially in the ever-evolving social-media environment. TikTok has even stated that 79% of all conversions attributed to TikTok by users themselves were missing from last-click models, according to a post-purchase survey.

Because of this, and the indeterminate journey of a TikTok consumer, the ByteDance-owned app is trying to help advertisers on its platform gain a deeper understanding of how their campaigns are driving engagement and response through a variety of new tracking and display options.

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First, TikTok is launching a series of features for Attribution Analytics, which can be found in the TikTok Ad Manager platform.

“The first feature, included as part of this release, is Performance Comparison, a measurement tool that visualizes conversions across different time windows to help advertisers find an attribution strategy that works for their business,” the company wrote in a recent statement.

Performance Comparison will allow marketers to analyze and compare the number of events reported under different attribution windows for additional actions like “View Content,” “Add to Cart,” “Initiate Checkout,” “Purchase,” and the impact on KPIs, such as cost-per-acquisition (CPA).

The company acknowledges that its default attribution windows do not always capture the actual value of a marketer's efforts. This new feature looks at the number of conversions that occurred across a 7-day click-through window, for example, compared to a 28-day click-through window to help advertisers decide the most sensible window for their campaign goals.

In a move to lure more advertisers to the platform, TikTok says it is developing additional in-app measurement tools that will “support other campaign types including app, offline, shops, and others” for further transparency.

But TikTok is also making self-attributing networks -- otherwise known at “SANs” -- a requirement for its ad partners, aiming to provide another ad-response route back to TikTok’s measurement system.

“Advertisers use Mobile Measurement Partners (MMPs) to understand the actions that users take after an ad is clicked or viewed over a certain period of time. Currently, TikTok has an integration with a number of MMPs. However, to measure clicks that lead to conversions in a multi-touch experience, advertisers can't rely on MMP data alone,” the company stated in a blog post.

TikTok says that its SAN is “a new, separate MPP network integration” that delivers enhanced visibility into the platform’s “true contribution to app performance campaign outcomes.” It does this by matching the user ID on file at the advertiser’s end with conversion data from TikTok via the MPP.

“Conversions can be more accurately recognized by TikTok and reported in TikTok Ads Manager, without any impact on existing advertiser MMP final attribution analysis,” the company added.

All in all, a SAN provides a more secure way to offer additional ad activity data to advertisers which could result in more widespread attribution of relative ad campaigns.

Advertisers already working with an MPP may see various impacts from the change, but regular advertisers using TikTok ads direct likely won’t see any alterations to their campaigns. 





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September 22, 2023 at 12:45PM
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Apple Get The Message?

9/22/2023

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Apple, Get The Message?

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Apple fans stood in line overnight outside the New York City store in hopes of catching a glimpse of CEO Tim Cook as he opened the doors on the iPhone 15 launch day.  

Despite all the hoopla around the launch, Apple’s popular mobile phone is getting a lot of pushback from one of its deepest rivals. Google this week launched another attack on Apple about it using an old messaging technology. The latest messaging technology, which would allow greater collaboration between Apple and Android users, is called rich communication services (RCS).

To mock it, the search giant created a fake video advertisement for an “iPager.”

The Android Google group created the campaign in collaboration with the agency DAVID Miami.

The ad takes a humorous ‘90s theme approach to clarify the struggle for iPhone users. The ad requests that Apple upgrade from SMS to RCS via the “launch” of the iPager, a parody device of an old pager.

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RCS is a modern messaging with features like high-quality media sharing, read receipts, typing indicator and most importantly, better security. 

Apps like Google Messages support end-to-end encryption, ensuring text message content is private and secure. When iPhones and Android users text each other, the conversation happens across SMS, which is less secure, according to Google.

If Apple adopts RCS, the company would join the rest of the mobile industry that is committed to upgrading the cross-platform messaging experience for everyone.

DAVID Miami is known for working with Burger King, HSBC, Activision, and Corona.

“iPager isn’t real, but the problems that Apple causes by using SMS are,” said Google in the video description on YouTube. “Let’s make texting better for everyone and help Apple #GetTheMessage and upgrade to RCS.”

But, hey, Google tells view in the ad, iPager has a belt clip.

The idea behind the ad it to help Apple get the message and upgrade to RCS, so the transition in messages—text, video, and images—between iPhone and Android devices is smooth.

Most carriers and phone manufactures have adopted RCS. Samsung claims it’s one of the first major device original equipment manufacturers (OEMs). It commercially launched in Europe 2012 and in the United States since 2015, according to the company.

On SMS' 30th birthday, end-to-end encryption for group chats rolled out for Google Messages in beta, and went live in open beta in January 2023. By May, Google announced that 800 million people had access to RCS, and Google Messages was enhanced with Magic Compose, a new Google messages feature powered by generative artificial intelligence (GAI). 

End-to-end encryption for group chats in Google Messages fully rolled out to all RCS users, and RCS is enabled by default for new and existing users—unless they have turned RCS off in Settings.

Google’s campaign span across online videos, influencers, and social media. 3D-printed mockups of the iPager device will also be sent to select influencers to remind them of the messaging issues they experience, and that they are caused by outdated technology used by Apple.





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September 22, 2023 at 09:11AM
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Top 50 B2B Content Marketing Influencers and Experts To Follow #CMWorld 2023

9/22/2023

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Top 50 B2B Content Marketing Influencers and Experts To Follow #CMWorld 2023

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Content Marketing World 2023 takes place September 26 – 28 both in-person in Washington, D.C. and online, and as the biggest content marketing conference in the world, CMWorld annually brings together a fantastic group of top-notch professionals sharing their curiosity for future trends, marketing insight, and aspirations for elevating the industry.

For the past 15 years top marketers from the world over have gathered for one of the world’s most comprehensive content marketing events, and this year’s Content Marketing World returns again for expanded networking and learning.

Readers of our blog know we have a longstanding history with the conference starting at the very beginning, with 13 years of speaking and attending along with eight years during which we partnered with the Content Marketing Institute to develop speaker and influencer content marketing campaigns.

A favorite classic TopRank Marketing tradition that has been imitated in recent years but never duplicated is our annual list of content marketing experts to follow — a helpful compilation extracted from top industry leaders and the hundreds of fantastic #CMWorld 2023 speakers.

List Methodology: For this list we utilized the Traackr influencer marketing platform to measure resonance surrounding the topic of content marketing.

CMWorld 2019 Influencer network

Many thanks go to all the people who are actively sharing knowledge about content marketing in 2023 by engaging and working to elevate others with insight and expertise on the social web. This list is just a starting point to help expand your own content marketing learning.

In this year’s list there are plenty of familiar faces along with many new additions. We expect to learn new lessons from each of these 50 content marketing influencers, and hope that you’ll do the same throughout the rest of the year and into 2024 and beyond.

We extend special thanks to Stephanie Stahl, who as general manager of Content Marketing Institute has passionately continued on the ambitious mission of CMI founder Joe Pulizzi.

Stephanie Stahl
Stephanie Stahl @EditorStahl
General Manager, Content Marketing Institute

Now let’s jump right in with this year’s list of 50 top content marketers to follow and learn from.

Top 50 Content Marketing Influencers To Follow

Ann Handley
Ann Handley @marketingprofs
Chief Content Officer, MarketingProfs

Joe Pulizzi
Joe Pulizzi @JoePulizzi
Founder, The Tilt

Andy Crestodina
Andy Crestodina @crestodina
Chief Marketing Officer and Co-Founder, Orbit Media Studios

Deane Barker
Deane Barker @deane_barker
Global Director of Content Management, Optimizely

Joanne Sweeney
Joanne Sweeney @JSTweetsDigital
CEO, Public Sector Marketing Institute

Mike Allton
Mike Allton @mike_allton
Head of Strategic Partnerships, Agorapulse

Marcus Collins
Marcus Collins @marctothec
Clinical Assistant Professor of Marketing, University of Michigan – Stephen M. Ross School of Business

Amber Naslund
Amber Naslund @AmberCadabra
Enterprise Sales Leader, Marketing Solutions, LinkedIn*

Derek Thompson
Derek Thompson @DKThomp
Writer & Editor, The Atlantic

Avinash Kaushik
Avinash Kaushik @avinash
Chief Strategy Officer, Croud

Melanie Deziel
Melanie Deziel @mdeziel
Speaker & Consultant, StoryFuel

Dennis Shiao
Dennis Shiao @dshiao
Founder and Head of Retention, Attention Retention

Lee Odden
Lee Odden @LeeOdden
Founder and Board Advisor, TopRank Marketing

Beverly Jackson
Beverly Jackson @BevJac
Vice President of Brand and Product Marketing, Zillow

Marcus Sheridan
Marcus Sheridan @TheSalesLion
Owner and Partner, IMPACT

Mariah Obiedzinski
Mariah Obiedzinski @MariahWrites
AVP of Content Marketing, Stamats

Meghan Keaney Anderson
Meghan Keaney Anderson @meghkeaney
Vice President of Marketing, Jasper

Michael Barber
Michael Barber @michaeljbarber
Vice President of Marketing, Charter School Capital

Andrew Hanelly
Andrew Hanelly @hanelly
Chief Strategy Officer, Revmade

Ann Gynn
Ann Gynn @anngynn
Principal Consultant, G Force Communication

Christopher S. Penn
Christopher Penn @cspenn
Chief Data Scientist, Trust Insights

Melissa Breker
Melissa Breker @melissabreker
Digital Transformation Leadership Coach and Founder, Breker Group Consulting

Jay Acunzo
Jay Acunzo @jayacunzo
Co-Founder, Creator Kitchen

Amy Balliett
Amy Balliett @AmyBalliett
Senior Fellow of Visual Strategy, Material

Stephanie Losee
Stephanie Losee @slosee
Director, Executive & ABM Content, Autodesk

Michelle Garrett
Michelle Garrett @PRisUs
Public Relations Consultant, Garrett Public Relations

Pierre DeBois
Pierre DeBois @ZimanaAnalytics
Founder and CEO, Zimana

Zontee Hou
Zontee Hou @ZonteeHou
Head of Strategy, Convince & Convert

Bert van Loon
Bert van Loon @bertvanloon
Co-Founder, Content Marketing Fast Forward

Pam Didner
Pam Didner @pamdidner
B2B Marketing Consultant, Relentless Pursuit

Nancy Harhut
Nancy Harhut @nharhut
Co-Founder and Chief Creative Officer, HBT Marketing

Amy Higgins
Amy Higgins @amywhiggins
Director, Content Strategy, Lyra Health

Sydni Craig-Hart
Sydni Craig-Hart @SydniCraigHart
CEO, Smart Simple Marketing

AJ Wilcox
AJ Wilcox @wilcoxaj
Founder and CEO, B2Linked

Carmen Hill
Carmen Hill @carmenhill
Principal Content Strategist & Writer, Chill Content

Wil Hart
Wil Hart @wilbhart
Co-Founder, Smart Simple Marketing

Christine Michel Carter
Christine Michel Carter @cmichelcarter
Director of Content Marketing Strategy, Lexia Learning

Val Swisher
Val Swisher @valswisher
Founder and CEO, Content Rules, Inc.

Andrew Davis
Andrew Davis @DrewDavisHere
Keynote Speaker and Author, Monumental Shift

Ahava Leibtag
Ahava Leibtag @ahaval
President, Aha Media Group

Bernie Borges
Bernie Borges @bernieborges
Vice President Global Content Marketing, iQor

Carlijn Postma
Carlijn Postma @carlijnpostma
Author, Speaker and Entrepreneur, Carlijn Postma — Binge Marketing

Michael Brenner
Michael Brenner @Brennermichael
CEO, Marketing Insider Group

Mark Bornstein
Mark Bornstein @4markb
Vice President, Marketing and Chief Evangelist, On24

Dusty DiMercurio
Dusty DiMercurio @dustycd
Senior Director, Industry & Portfolio Marketing, Autodesk

Wendy Covey
Wendy Covey @wendycovey
CEO and Co-Founder, TREW Marketing

Dan Cafiero
Dan Cafiero LinkedIn
Senior Program Manager, Account Based Marketing and Paid Media, Seagate Technology

Robert Rose
Robert Rose @Robert_Rose
Chief Strategy Advisor, Content Marketing Institute

David Fortino
David Fortino @David__Fortino
Chief Strategy Officer, NetLine*

Liz Willits
Liz Willits @lizwillits
Founder and Owner, Content Phenom

Jacqueline Loch
Jacqueline Loch @jacquelineloch
EVP Social + Emerging Platforms, SJC Communications

We Hope To See You At Content Marketing World 2023

50 B2B content marketers to follow in 2023 featured image collage

Using the most detailed statistical analysis — no matter how comprehensive and well-researched — can only take you so far in finding the people who you’ll consider the most relevant and influential in your own daily professional marketing lives, which is why we’d love it if you’d share the names of other content marketers that influence you in the comments section below or on our social media accounts on LinkedIn, Twitter/X, Instagram, Facebook, and YouTube.

To further your own content marketing expertise, here’s a bonus list of some of our top recent posts about content marketing:

  • Growth Strategy: How Content Marketing Propels B2B Brand Growth Today
  • A Home-Run for Humanizing B2B Content: Why Generative AI Can Only Get Your Business to First Base
  • The Showmanship of B2B Marketing: Top 3 Lessons from the Festival Stage
  • 5 Tips to Make Your Content More Accessible & Inclusive
  • 3 Ways B2B Content Marketing Elevates Lasting Customer Loyalty
  • What Is B2B Content Marketing? And How Does It Launch the Success of B2B Brands?

If you’d like to learn more about optimizing B2B content for search intent, you’re in luck, as our co-founder Lee Odden will be presenting at Content Marketing World on the topic. Here are the details about Lee’s session:

Wednesday, September 27 – 1:45pm Eastern
Workshop with Lee Odden
Presenting: You’re Doing SEO All Wrong: How to Optimize Content for Search Intent.

See Lee Odden speaking at Content Marketing World 2023 image

We hope to see you either in-person or virtually at the exciting Content Marketing World 2023 conference, and be sure to follow us on Twitter at @TopRank for real-time updates during the conference using the #CMWorld hashtag.

*LinkedIn and NetLine are TopRank Marketing clients.

The post Top 50 B2B Content Marketing Influencers and Experts To Follow #CMWorld 2023 appeared first on B2B Marketing Blog - TopRank®.





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September 22, 2023 at 06:15AM
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Virginia-Led Coalition Urges Judge To Uphold Montana TikTok Ban

9/21/2023

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Virginia-Led Coalition Urges Judge To Uphold Montana TikTok Ban

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A coalition of 18 states are asking a federal judge to uphold Montana's ban on TikTok, arguing that the prohibition will “protect Montanans’ privacy from a foreign power and their health from a potentially dangerous product.”

“The states’ police power has always included the power to protect their citizens from deceptive and harmful business practices,” officials from Virginia and other states argue in a friend-of-the-court brief filed this week with U.S. District Court Judge Donald Molloy in Missoula.

They claim TikTok “intentionally engages in deceptive business practices which induce individuals to share sensitive personal information that can be easily accessed by the Chinese Communist Party,” and that its platform “harms children in Montana” and other states.

The states are weighing in on the lawsuit brought by TikTok and several users who are seeking to block a law that will prohibit app stores from offering the app to people in Montana, and prohibit the use of the app in the state (with some exceptions for law enforcement). The measure doesn't penalize users, but provides for sanctions starting at $10,000 per violation against TikTok and mobile app marketplaces.

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Unless enjoined, the law will come into effect on January 1 of next year.

Montana lawmakers who passed the bill expressed concerns that TikTok's parent company, the Beijing-based ByteDance, shares data about U.S. users with China. Similar concerns have spurred other states to prohibit use of the app on government-owned devices or public WiFi networks, but Montana is the only state so far to ban the app.

The Montana legislature also accused TikTok of failing to remove “dangerous content” that allegedly encourages young users to engage in risky activity, such as “inducing unconsciousness through oxygen deprivation,” and “cooking chicken in NyQuil.”

TikTok and several users say the law is unconstitutional, arguing that banning a communications platform violates the First Amendment. TikTok also says there is no evidence that its data practices are different from other social platforms'.

TikTok has drawn support from a broad array of organizations, including civil rights groups, tech industry associations, and the Reporters Committee for Freedom of the Press.

The Reporters Committee said in a friend-of-the-court brief filed last month that TikTok is a critical tool for journalists, arguing that the app's short-form format “makes it a valuable source of firsthand recordings of breaking news events.”

Among other examples, the Reporters Committee noted that the March 3 New Yorkerarticle “Watching the World’s 'First TikTok War'” credited the app with offering some of the first videos of Russia's invasion of the Ukraine.

TikTok's supporters have also argued that much of the “dangerous” material on the app is available on other platforms.

Virginia and the other states counter that TikTok “poses a unique threat to consumers’ privacy and security,” given the app's connection to the Chinese Communist Party.

Molloy is expected to hold a hearing in the matter on October 12.





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September 21, 2023 at 04:21PM
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Millennials Social Streaming Will Drive Holiday Spending: Survey

9/21/2023

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Millennials, Social, Streaming Will Drive Holiday Spending: Survey

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This year’s holiday shopping season will be driven by Millennial spending, and heavily influenced by social media and streaming, according to a survey by HarrisX for Samba TV’s annual holiday report.

Three-quarters of U.S. adults, and 83% of Millennials, plan to spend the same or more on holiday shopping this year than last year.   

Millennials plan to spend $1,474, on average, exceeding all other age groups by more than $600. Among Millennials planning to spend more than last year, 40% say it’s because they’re in a better financial situation. The average planned spend across all adults is $978, and boomers plan to spend $626. 

Half of all adults plan to do an equal mix of in-store and online shopping. 

Social media and TV ads, along with family and friends, are the top three sources of gift ideas (above).   

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Facebook and TikTok are the most influential social sources for Millennials and Gen Zs, respectively: 

More than 80% of the adults use streaming services, while half have a cable or satellite TV subscription. 

Eighty-eight percent of Millennials watch TV on their mobile phones, as do 91% of Zs, 73% of Gen Xers and 43% of boomers. 

Half of adults overall use social media while watching TV, and 33% shop online while watching TV. 

More than a third (37%) of Millennials have used an on-screen QR code to make a purchase from a TV ad, and 85% have made an online purchase on their mobile phones.   

These behaviors underscore the importance of using social and TV ads for effective targeting, and creating attention-grabbing and if possible interactive ads to drive immediate purchases, notes the report.

“Consumer spending is steady despite the economic turmoil, but their approach to buying goods and services this holiday season is increasingly more diverse and disaggregated,” said HarrisX CEO Dritan Nesho. “To reach today’s hyperconnected consumers, retailers need disciplined and persistent multichannel strategies for both advertising and sales. These shoppers increasingly say their buying behavior is influenced as much by social media and streaming as it is by traditional advertising, and they usually partake in digital activities and purchasing concurrently and across multiple screens.”

Other findings:

For the first time in these annual surveys, consumers actually plan to spend more on themselves ($294, on average) than on gifts for their significant others ($197), and just a few dollars less than they plan to spend on children ($299). Average spend on extended family and parents are pegged at $70 and $60, respectively.

Nearly two-thirds (62%) of consumers plan to buy clothing, and 28% plan to spend the most on clothing. The other categories that will generate the most spend include gift cards (55%), toys (38%), jewelry (27%), home electronics (26%), cosmetics (23%), smart phones/tablets and computers (21%) and sporting goods (20%).  

Most consumers are saying they’ll start shopping later this year. More than half (54%) plan to delay their holiday shopping until after Thanksgiving. But again, Millennials are an exception: Fewer than half say they’ll wait until November to start shopping.

Nearly three quarters (70%) of adults overall plan to shop on Black Friday this year, with 34% overall and 48% of Gen Zs saying they’ll shop in-store on that day. 

Fifty-eight percent plan to shop online on Cyber Monday. 

"Most shoppers are planning to delay their holiday shopping until after Thanksgiving, making Black Friday and Cyber Monday crucial days for brands to capture attention and drive conversions this year,” says Ashwin Navin, co-founder and CEO of Samba TV. “And with the bulk of this year’s dollars spent planned for purchases for oneself, consumers are using these holiday sales to get in on deals for themselves.” 

The survey, which has a margin of error of plus/minus 2 percentage points, was conducted Aug. 22-30 with a sample of 2,507 U.S. adults weighted for age, gender, region, race/ethnicity, income, mobile carrier, streaming subscriptions, and party ID to be nationally representative. The sample included 1,043 cord cutters.





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September 21, 2023 at 12:18PM
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Malfy Encourages Consumers To Imbibe An AR 'Escape'

9/20/2023

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Malfy Encourages Consumers To Imbibe An AR 'Escape'

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Italian gin brand Malfy debuted a new global augmented reality experience: "Escape to a Malfy World."

London-based agency Art of the Possible handled the creative.

Targeting consumers aged 25 to 40 eager for travel and adventure, the experience is inspired by the Amalfi Coast. The new work seeks to bridge the gap between the real world and the heightened reality of imagination.

The AR experience is accessed digitally via a phone or other mobile device when users click a web link, social post or QR code, found on 300,000 bottles, out-of-home and point-of-sale sites worldwide. Influencers are also part of the social mix.

Once activated, users can choose different routes to enjoy various magical settings, each featuring different Malfy images — a beautiful hotel terrace overlooking the sea, enriched by the essence of Malfy Con Arancia, to a swimming pool scene, infused by Malfy Con Limone. 

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Darabase built the digital experience.

Carlotta Colkin, global brand director for Malfy, said the work is the first AR experience for a gin brand. The chance to share a "Malfy Moment" via social "further amplifies this magical experience" for fans of the brand.

According to PRISMA's 2022 report of full-year sales and results, the brand grew 285% in its home market of Italy. Malfy, which is positioned as an icon of Italian style, is owned by Pernod Ricard.

Art of the Possible's client work includes Jolt, bibigo, Lamb Weston and Plymouth Gin.





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September 20, 2023 at 09:30AM
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Spafax Flies AdConnect New Media-Buying Tool

9/20/2023

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Spafax Flies AdConnect, New Media-Buying Tool

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Spafax, an in-flight entertainment company, has launched AdConnect, a self-service media-buying experience that resembles programmatic platforms.

For agencies, AdConnect creates a streamlined process for purchasing airline digital ad spaces, offering varied inventory options with the security of IAB standard digital formats.

Agencies can tailor campaigns to specific demographic profiles, geographic regions and travel class.

Jean-Marc Thomas, managing director APAC at Spafax, said: “Airlines are keen to further monetize their digital channels through brand partnerships and advertising. However, airlines are sensitive to consumer perception and concerned about reputation. AdConnect is more exclusive than typical programmatic platforms. Only agencies and brands that are invited may use it.”

A key element of the platform is the opportunity to navigate the passenger journey across multiple airline touchpoints, such as before and after flights, or during bookings. 

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AdConnect utilizes airline websites, mobile apps, notifications, airport lounge screens and onboard IFE systems to help brands leverage visibility. 

Current Spafax clients include Air Canada, British Airways, Emirates, Explora Hotels, jetBlue, LATAM, the Lufthansa Group and Singapore Airlines.

Spafax is owned by the WPP Group.





Mobile Marketing

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September 20, 2023 at 09:30AM
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