Is Unilever About To Announce A Media Agency Review? https://ift.tt/3ofry3F It appears that Unilever is preparing plans for a major media agency review. Sources noted that the company had been discussing a review a year ago before the pandemic kicked in with full force, which apparently caused the talks to be shelved. That timing would have been about right for a big review. The company’s last global assessment came in 2015 when it retained GroupM’s Mindshare (North America, Europe and other territories), Omnicom’s PHD (China, Australia and other countries) and IPG’s Initiative (Latin America as well as a global communications planning remit). While the pandemic continues to cause chaos for Adland, reviews have been successfully conducted throughout 2020 including some big ones like the $2 billion T-Mobile review that began last April and was completed earlier this month with Initiative emerging victorious. Sources indicate that Unilever began internal discussions late last year about reviving the shelved plans for a review. How expansive the review will be remains to be seen. Word is however that some European agencies have already received RFPs. At press time it couldn’t be determined if U.S. agencies had been informed of a review. Unilever’s press team didn’t return a query seeking comment.
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Global CTV Ad Impressions Up 76% In 2020's Second Half https://ift.tt/39V6OJ9 Global digital video advertising impressions rose 42% year-over-year during 2020’s second half, according to the latest data from the Innovid iQ dashboard. The shift from linear to connected TV continued, with CTV impressions up 76% during the period, Innovid reports.
Impressions delivered on TV sets rose 80% YoY, those delivered on mobile devices rose 34%, and those delivered on PCs rose 14%. advertisement advertisement The omnichannel advertising and analytics platform built for television does a monthly analysis of video advertising impressions from global campaigns across mobile, desktop, connected TVs, streaming devices and social platforms. The company says that the impressions on its platform represent about a third of all video investment in the U.S. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH January 22, 2021 at 03:15PM Google Mobile Search Gets Redesign https://ift.tt/3pc3dwH Google on Friday introduced a modern look for its mobile search experience, with a focus on making results easier to read. “Rethinking the visual design for something like Search is really complex,” Google designer Aileen Cheng wrote in a blog post. “That’s especially true given how much Google Search has evolved. We’re not just organizing the web’s information, but all the world’s information.” That information also includes web content like images and videos, providing additional visual blank space to comprehend the pieces on the page, and colors that guide the eyes to important information on the page. In addition, users will have the ability to view animals in three dimensions, such as Alpine goats. It's not a new feature, but it's pretty cool just the same. Five factors drove the redesign. They include bringing information into focus, making text easier to read, creating more breathing room rather than clutter, using color to highlight what’s important, and leaning into the “Googley’ feeling with a "bubblier and bouncier" feel. As for the "Googley" feeling, Cheng says it means rounded icons and images, with a form like the rounded corners of the search bar, a shape very much part of Google’s DNA. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH January 22, 2021 at 03:04PM PayPal Transforms From Payment System To Marketing Powerhouse https://ift.tt/3qH9q4g PayPal continues to transform from an electronic payment system to a marketing powerhouse with several acquisitions and changes in customer behavior, accelerated by COVID-19. New services have caught the interest of CMOs and vice presidents of marketing as they come under pressure to grow profitability, driven largely by a significant changes in commerce and rising competition. With PayPal’s acquisition of Honey in 2019, allowing retailers to connect with customers online and offline, and a buy-now pay-later program, the company began to have new conversations with CMOs. They face increasing pressure to grow profitability, driven largely by a significant changes in commerce and rising competition. PayPal has transformed into much more than a digital payment system. “It’s changed the conversation from just online to mobile and in stores,” said Marcy Campbell, PayPal vice president and general manager in North America, as well as the company’s new digital ecommerce initiative. advertisement advertisement With about 360 million global customers and 26 million merchants on PayPal, the company continues to prove its place in marketing and advertising as a strategic partner for brands and retailers as they search for ways to stand out from the crowd and drive customer acquisition and loyalty. For example, PayPal’s and Venmo’s mobile app QR code no-touch payment system launched last year at 8,000 CVS brick-and-mortar stores. About 2,500 merchants now are deploying this across North America. Retail stores are integrating offers and loyalty points, she said. The acquisition of Honey heightened awareness of PayPal’s services among CMOs, especially in retail. Now with the increase in ecommerce during 2020, partnerships with retailers continue to skyrocket. Jetlore, another acquisition in 2018, brought PayPay artificial intelligence, predictive analytics and retargeting. It gave PayPal the technology to identify a PayPal customer at a website, and the ability for a merchant to retarget the consumer with a discount for a future purchase if if they don’t purchase anything. “We think we can drive more conversion, not only to the PayPal website, but also into stores," Campbell says. “Even in conversations with Nike, we’re talking to the head of their retail stores.” Transactions in the third quarter of 2020 reached just more than $4 billion -- growing 30% year-over-year, according to the company’s Q3 2010 filings. It’s the first time the company has processed more than $4 billion transactions in a quarter. Core PayPal daily active accounts also increased 32% versus a year ago. By the end of this quarter, PayPal believes that the Venmo checkout experience will mirror the PayPal’s, and the Venmo credit card will be fully rolled out. For PayPal and Venmo in particular, COVID-19 created a digital experience and a shift that no one, including Campbell, could have imagined. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH January 22, 2021 at 02:10PM
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Next Gen Experiences in Today’s Digital Marketplace https://ift.tt/396d69Q Three key ways to provide ecommerce experiences that offer consumers a sense of connectedness, discovery, and easeGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ January 22, 2021 at 01:21PM
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WhatsApp ‘Carts’ Offer Single-Message Checkout for Instant Purchasing https://ift.tt/3qIlpyr Secure mobile messaging app WhatsApp lets consumers complete online purchases with just one text messageGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ January 22, 2021 at 10:23AM
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Camp’s ‘White E-lephant’ Brings Consumers Together with Virtual Gifting https://ift.tt/2NwxdWt Experiential store Camp's online gift exchange platform brings community, connection, and joy to socially distant holiday celebrationsGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ January 22, 2021 at 10:23AM
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Menswear Retailer’s ‘Clothing Advisors’ Curate Wardrobes with Individualized Selections https://ift.tt/3sLDzRL Canadian menswear retailer Harry Rosen connects customers with "Clothing Advisors" to offer hyper-personal recommendationsGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ January 22, 2021 at 10:23AM
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B2B Marketing News: Trust in 2021, Top Content Marketing Goals, Twitter Alternative, Cookieless Targeting https://ift.tt/3bYMsBD 2021 Edelman Trust Barometer: Plague of mistrust follows COVID-19 What Are B2B Marketing Leaders Measuring: Five Key Takeaways from Forrester's SiriusDecisions 2020 Metrics Study New Study from SEMRush Shares Top Goals for Content Marketers in 2021 Twitter Is Helping To Build An Alternative To Twitter, Says CEO Jack Dorsey 88% of marketers say collecting first-party data is a 2021 priority, Merckle study says Buyer Survey: Global Digital Spend To Rise 18% In 2021 LinkedIn Launches 'LinkedIn Marketing Labs' to Provide Education on the Platform's Ad Tools Comscore To Intro Cookie-Less Targeting Solution The Big Trends That Will Influence Creativity in 2021, According to Adobe Stock Father of the Web Tim Berners-Lee prepares 'do-over'. The State of Mobile 2021 Marketers’ Top Digital Transformation Priority? The Customer Experience Twitter Shares Planning Guide for Your 2021 Tweet Strategy. What Video Marketers Should Know in 2021, According to Wyzowl Research YouTube Analytics Adds ‘First 24 Hours’ Metric. ON THE LIGHTER SIDE:
TOPRANK MARKETING & CLIENTS IN THE NEWS:
Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below. Thank you for joining us for this edition of the TopRank Marketing B2B marketing news, and we hope that you'll return again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. The post B2B Marketing News: Trust in 2021, Top Content Marketing Goals, Twitter Alternative, Cookieless Targeting appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh January 22, 2021 at 05:46AM
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Audi Celebrates U.S. Return To Paris Agreement https://ift.tt/3p8LWEG Audi of American had a positive reaction to the United States’ return to the terms of the Paris Climate Agreement. President Joe Biden issued an executive order on his first day in office. He also cancelled the Keystone XL Pipeline and ordered federal agencies to begin the process of reinstating environmental regulations reversed under the Trump administration. Audi says it was among the first automotive manufacturers to publicly support and align its actions towards the goals of the agreement, from offerring more EVs to achieving net carbon neutrality. The automaker took to social media to post its reaction to President Biden’s quick action on Wednesday. “We’re celebrating that the United States is once again cementing its commitment in the fight against climate change,” per a statement from the automaker. “For us, this is particularly exciting as we are set to introduce our next all-electric vehicle in our portfolio -- the Audi e-tron GT -- in February.” advertisement advertisement Former President Donald Trump pulled the U.S. out of the agreement in 2017. Tesla CEO Elon Musk tweeted at the time that Trump's decision would prompt him to resign from two presidential advisory panels on which he serves. "Climate change is real," wrote Musk. "Leaving Paris is not good for America or the world." Automakers began to pull back from Trump soon after the election. General Motors in November abruptly announced it would no longer back the Trump administration’s ongoing effort to bar California from setting its own vehicle emissions rules. BMW joined other automakers in August to setting a science-based target, through the Science Based Target initiative. Science-based targets allow companies to set a clearly defined pathway to future-proof growth by specifying how much and how quickly they need to reduce their greenhouse gas emissions, according to the We Mean Business coalition, a global nonprofit coalition working with the world’s most influential businesses to take action on climate change. The German manufacturer joined other leading automakers including PSA Group, Groupe Renault and Mercedes-Benz, which all have approved science-based targets, while Toyota and Nissan have committed to set targets. Ford Motor Co., Honda, Volkswagen and BMW struck a voluntary agreement in July 2019 with California on reducing vehicle emissions through the 2026 model years that would allow them to meet a single nationwide standard. California Air Resources Board Chair Mary Nichols told Reuters the state’s emissions agreement with automakers could serve as a “good template” for federal standards. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH January 21, 2021 at 04:54PM |
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