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Google's Cookie Phaseout Delay: What Vevo, Other Ad Execs Really Think https://ift.tt/3w2OGpT Advertising executives seek answers to Google’s delay in its phaseout of third-party tracking cookies in the Chrome browser, but one thing that most agree on is that it gives more time for companies to improve their strategies and attract more partners as well as test and do more testing. Google is one of the largest companies offering ad services, with revenue reported by its parent company Alphabet of $55.3 billion in the first quarter of 2021. Despite the delay in rolling out Federated Learning of Cohorts (FLoC) until 2023, marketers were anxious to share their opinions on the uncertain outcome. "I’m personally excited about it, because I know that context in congruence with content works,” said Bryon Schafer, senior vice president of research at Vevo, a premium music video provider. “It’s been easy for marketers to pivot away and chase these types of buying and optimization strategies that targeting and retargeting affords. It almost reminds of me in many ways of the industry chasing clicks against display ads for so long.” advertisement advertisement Identity resolution solutions in modeling that have made tremendous improvements, he said. “When you build something like FLoC, you’re creating standards,” he said. “When you work with standards you can lose the granularity. … But quite frankly that’s the idea.” Schafer believes that standards like FLoC will eventually become a foundation that individual marketers, media companies, and publishers will seek out to layer on top. Identity resolution will allow for 90% of the profiling that Facebook, Google, or Amazon would report to do, he said. “I’m really encouraged by the industry moving away from cookies, and thinking about how long-term brand building and lower-funnel activation should work hand in hand,” he said. Google’s decision to delay the removal of third-party cookies until it can ensure the technology works is a strategic move, according to some. FLoC has been plagued with skepticism, given its potential to create problems like cohort discrimination, according to Anthony Capano, North America managing director at Rakuten Advertising. “We’re losing third-party cookies because we were irresponsible with them, and our next iteration needs to be better,” Capano said. “Any solution that comes to the market should be rooted in authentic, engaging strategies that not only give advertisers accurate access to their audiences, but also deliver the more positive ad experiences that consumers are demanding.” Google news also allowed some marketers to breath a sign of relief. Companies have been working individually and collectively to create alternative identifiers to ensure performance following the loss of cookies. These headwinds to the launch of Google FLoC will give companies more time before the loss of cookies and also improve the maturity of their identifiers, Matthew Swanson, RBC Capital Markets wrote in a research note published Thursday. Udayan Bose, founder and CEO, NetElixir, called Google’s delay “a practical decision, as “many of the advertisers and agencies were not too pleased” with the results they experiences with FLoC. Lindsay Forham, vice president, product at Lucid, said cookie independence is critical for its strategy, and still expect cookieless environments to become a majority of our media tracking by 2022, specially in mobile and connected TV. Greg Sterling, vice president of Insights at top location marketing platform Uberall, believes it was starting to look like FLoC would be compromised from the start. Perhaps that’s because most marketers are completely unprepared for the end of third-party cookies. This and other reasons, he said, seems to have motivated Google’s delay announcement.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 27, 2021 at 07:42PM
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Innovid Files For IPO Through SPAC Merger With ION Acquisition Corp https://ift.tt/35Svi4i Connected TV and ad-measurement company Innovid plans to go public through a merger with ION Acquisition Corp. 2 Ltd, which will serve as a publicly traded special-purpose acquisition company, with 253 million in trust. Innovid’s valuation is estimated at $1.3 billion. SPAC is a process that is increasingly being used for companies that want to go through a quick initial public offering (IPO). “Essentially, using SPAC lets a private company merge with a public company and start trading under its own ticker,” said Zvika Netter, co-founder and CEO at Innovid. The entire process is not yet complete. The Federal Exchange Commission still needs to approve the plan. Then Innovid needs a ticker symbol in which to trade under. The company could potentially start trading by the end of this year. When asked why take this route to take the company public, Netter said “we’re already profitable, so it’s not about the money as much as it is for us to keep growing and stay independent. The advertising industry is dominated by big tech like Facebook and Google. We wanted to ensure to our customers we will remain independent.” advertisement advertisement Innovid grew 79% in CTV last year. Overall, the company will see about 38% growth, and will generate about $95 million in revenue this year, Netter said. “Connected TV this year will grow about 70% -- up from last year at about 80%,” he said. It’s important to note that Netter did not sell Innovid to ION Acquisition. A SPAC is a company with no commercial operations that is formed to raise capital through an IPO for the purpose of acquiring an existing company. The process has been in existence for decades, but recently became popular, attracting major underwriters and investors and raising a record amount of IPO money. Last year, more than 50 SPACs were formed in the U.S., raising about $21.5 billion, according to Investopedia. Innovid plans to extend the technology through integrations with top CTV publishers across international markets, the launch of additional personalized CTV ad formats, and the introduction of progressive identity solutions with the goal of advancing the underlying technology infrastructure supporting the TV advertising ecosystem’s shift from linear to digital. Innovid, which has spent a decade focused on developing technology for CTV, and mobile and desktop TV, secured prior about $150 million of PIPE financing anchored by institutional investors Fidelity Management and Research Company LLC, Baron Capital Group, and others, including funds affiliated with ION and Phoenix Insurance. Existing investors include Goldman Sachs, Sequoia Capital, Newspring, Genesis Partners and Vintage. They will remain shareholders under the structure. Innovid’s SDK powers personalized and interactive experiences in CTV through direct integrations across more than 50 apps, providing the infrastructure layer behind the advertising shown by some of the biggest names in streaming including Roku, and Hulu. It is also working to connect different parts of the TV ad-tech ecosystem by launching a consortium with leading independent programmatic platforms The Trade Desk, Magnite, and others. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 25, 2021 at 11:55AM
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B2B Marketing News: Brand Social Media Expectations Study, Google Postpones Cookie Changes, & B2B Buyer Behavior Report https://ift.tt/3wXCxnx Google delays blocking third-party cookies in Chrome until 2023 Google has announced that it will postpone its previously-announced abandonment of third-party tracking cookies in its Chrome web browser, a change that will now not take place until 2023, the search giant has revealed. The postponement has given marketers additional time to work on and implement alternative tracking methods. The Verge US ranks last among 46 countries in trust in media, Reuters Institute report finds 29 percent of U.S. consumers say they trust the news media, a figure that is the lowest of any nation in the newly-released annual report from Reuters Institute for the Study of Journalism at Oxford. The report also showed that the pandemic has brought about rapid adoption of new digital consumption behaviors, among other insights of interest to digital marketers. The Poynter Institute Ad Spending Surges 56% In May, All Media Except Magazines Rise Advertising spending in the U.S. in May jumping by 56 percent year-over-year, topping April's 53 percent rise, according to recently-released ad spend data of interest to online marketers. The data also shows that digital ad spending in the U.S. climbed at an even higher 69 percent in May. MediaPost Facebook launches Clubhouse-like live audio rooms and podcasts Facebook has rolled out its take on live audio rooms similar to features made popular by audio-call-based social communication firm Clubhouse, and has also launched new podcast and related monetization features on the platform, Facebook recently announced. Reuters DOA Emails: Consumers Say Only 5% Of Messages Are Well-Timed To Their Needs Just five percent of consumers say that email offerings they get are well-timed to mesh with their needs, while some 83 percent will, however, purchase from firms that are sending relevant messages — two of several statistics of interest to digital marketers in newly-released email marketing survey data. MediaPost Consumers are hungry for live events. Here’s how brands should respond 87 percent of consumers say they are willing to use technology while attending live events, with more than half noting that they appreciate the flexibility that hybrid events bring — two of numerous insights in recently-released survey data examining changing expectations for events and digital experiences. Campaign US 2021 State of B2B Digital Marketing [Report] The number one digital marketing trend B2B brands are prioritizing is the utilization of new social platforms, while 57 percent of marketers said that social media was seen as the area of digital customer experience that had the most impact on overall strategic success, according to newly-released B2B digital marketing report data. Wpromote YouTube Adds New Control Options for Shorts Remixes, Tests Shorts Analytics in the Main App Google's YouTube video platform has updated its main mobile app, adding a slew of new features including bulk audio sampling blocking, additional video usage statistic data, and video remixing options for its Shorts feature, the video giant recently announced. Social Media Today B2B Buyers Say These Vendor Behaviors Are Immediate Deal-Killers B2B buyers say that misleading information and not understanding their needs are the two top B2B seller behaviors that will end the possibility of doing business, followed by sellers that don't understand their own product or service, according to recently-released survey data. MarketingCharts New Report Looks at Evolving Consumer Expectations From Brands on Social Media [Infographic] 90 percent of consumers will purchase from brands they follow on social, while a leading 33 percent say they prefer social media for reaching out with customer service questions — two of many statistics of interest to online marketers in the latest survey report from Sprout Social. Social Media Today ON THE LIGHTER SIDE: A lighthearted look at the “customer lifetime value” by Marketoonist Tom Fishburne — Marketoonist Gamer Captures Bigfoot at Atrocious 1080p Resolution — Hard Drive TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: Brand Social Media Expectations Study, Google Postpones Cookie Changes, & B2B Buyer Behavior Report appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh June 25, 2021 at 05:36AM
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E.L.F. Cosmetics Pioneers Beauty Brands' Use Of Wattpad https://ift.tt/3jenPnR
Can a lipstick paint a thousand words? If so, E.L.F. Cosmetics is cornering the story market and says its recent #EyesLipsFierce Write-a-Thon drew 10,000 contest entries. It claims it’s the first beauty brand to use Wattpad, the social storytelling platform, and that it notched the second-highest number of entries in Wattpad’s history. (Wattpad says a T-Mobile contest generated almost 20,000. It’s also worked with brands like Netflix, Coca-Cola and Ben & Jerry’s.) Besides giving the five authors welcome literary exposure, E.L.F. also did a good deed, with every entry using the #EyesLipsFierce hashtag generating a $1 donation to Girls Inc., a nonprofit committed to empowering young women. The company says the challenge earned 31 million impressions on Wattpad’s homepage, which is 423% higher than E.L.F.’s initial estimate of 6 million. advertisement advertisement Wattpad’s editorial team chose the five winners, who wrote about women they admire, and on topics that include mental illness and motherhood. It’s featuring them on its social channels all week, commemorating National Writing Day June 24. This is the latest in the brand’s ongoing efforts to use unexpected tech to stay relevant with its Gen Z audience. Last month, it introduced its Twitch channel with a “Game Up” contest. That one focuses on the intersection of cosmetics and gaming, encouraging users to post their favorite “Game Up” looks when they are streaming. And last year, it ran an “Eyes. Lips. Famous.” Contest on TikTok. The brand, which is vegan and cruelty-free, is a favorite of U.S. teens. Piper Sandler’s more recent “Taking Stock of Teens” survey ties E.L.F. with Tarte (owned by Kose Corp.) as the No. 1 favorite cosmetic brand. The company says it continues to gain market share in its most recent quarterly results, with net sales climbing 24% to $92.7 million. That marks the Oakland, California-based company’s ninth straight quarter of positive growth. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 25, 2021 at 05:03AM
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T-Mobile's 5G Network Briefly Includes 5Gin, 5Ginger Bee https://ift.tt/2SVCdab The press release, social media posts and YouTube video went up Wednesday morning, the new gin and ginger beer went on sale Thursday afternoon, and the non-alcoholic brew was sold out within a couple of hours. So went T-Mobile’s brief entry into the beverage business via limited-edition CPG products concocted in partnership with Heritage Distilling and Jones Soda, and sold at t-mobile5gin.com. The site also includes recipes for such cocktails and mocktails as the 5G & T, a Magenta Martini and a 5Ginger Mule. Noting that its “Un-carrier” spirit had brought its Ultra Capacity 5G network to a potential 150 million people, T-Mobile offered an actual spirit called 5Gin. “Once every five generations, there comes a spirit so bold, it’s like lightning in a bottle,” declared the one-minute video. advertisement advertisement 5Gin was only available to consumers in 28 states, so to tout its Extended Range 5G network, now available to nearly the entire U.S., T-Mobile offered a non-alcoholic Extended Range 5Ginger Beer, also available in all 50 states. Jones Soda’s 5Ginger beer sold out quickly for $10 per six-pack, while Heritage Distilling’s 5Gin, a version of its Elk Rider Gin, was still available after a couple of hours at $30 for a 750 ML bottle. The mobile technology company did not say how many units of each were produced, but made it clear that “we don’t have plans to make more at this time." T-Mobile referred users wanting more gin or ginger beer to Heritage Distilling and Jones Soda respectively. All three companies are based in the Pacific Northwest. “Last year, when we said we’d cover 300 million people with 5G by the end of 2021, people thought we were crazy. Now, we’ve blown by that goal six months ahead of schedule,” boasted Mike Sievert CEO of T-Mobile. “As we begin to get back to all the things we have missed, it's time for a celebratory toast with 5Gin and 5Ginger Beer.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 24, 2021 at 06:11PM Most Brillo-iant Lions Winner: AKQA's 'Stranger Antenna' https://ift.tt/2T2iIg1 One of my favorite winners at today's Lions festival presentations was AKQA's "Strange Antenna" campaign for Netflix's "Stranger Things" new season promotion in Brazil. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 24, 2021 at 03:56PM
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Apple Search Ads Expand To Mainland China https://ift.tt/3d7Yd8j Apple launched search ads in the U.S. about five years ago. This week the company launched search ads in mainland China. App Store Search Ads in China is currently only available for Search results ads and is not available for Search Tab ads, as first reported by the blog AppInChina. Strict advertising rules limit what advertisers can promote in China. Apple requires developers to upload documents for approval before being allowed to bid on keywords on the Apple Search Ads platform. For example, after selecting “Search Results” ads and clicking “Continue” the Search Ads Console displays a message that “To advertise in mainland China, you must upload required documents to Apple Search Ads.” The process also asks whether the selected app is operated by a company business. AppInChina estimates that most licenses are granted to companies that are 100% Chinese-owned. There are exceptions for joint ventures where Chinese companies control more than 50%. advertisement advertisement Notably, Apple Search Ads for Mainland China does not accept payments in Chinese Yuan, but instead provides several currency options including U.S. dollars, Euros, and Japanese Yen. The only payment methods accepted, including for Search Ads accounts opened under domestic Chinese entities, are Visa, MasterCard, and American Express credit cards. Apple expanded the Search Ads program in May to include ad placement on the home page of the Search tab in the App Store. Users previously had to query a topic or app before it would serve a sponsored ad. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 24, 2021 at 02:02PM
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My Crazy Lions Dream: How I Traversed Both Time, As Well As Space https://ift.tt/3gXMyu2 One of the big reasons I’ve always liked covering the Cannes Lions Festival is that it gives me the opportunity to get out of geocentric U.S. mindset about advertising, media and creativity, and this year’s festival -- as virtual as it may be -- is no exception. Some of the most notable winners are from some of the most remote, and often overlooked parts of the world. But one of the things that has struck me while covering this year’s event, is how odd it is sitting here in a highly vaccinated U.S. state, and being reminded how much of the rest of the world still is in lockdown and fighting to get control of the COVID-19 pandemic. It’s the same pandemic that forced the Lions organizers to skip last year altogether, and judge two concurrent years worth of entries, and to host this year’s festival entirely online. And from my perspective, they’ve done a really good job of that. And in some ways, it’s better than the real-world Cannes experience, where there are way too many distractions to take your attention away from some of the most important work being showcased. advertisement advertisement Not this year. The festival’s producers have leveraged the medium to curate virtual attendee’s attention on the thing that matters most for the festival, the awards. And contrary to past Lions Festivals when it was teh Big Think keynotes and panel discussions that really captivated me, this year it’s all about the awards and especially their “debrief” sessions where the jurors and some winners got to explain their rationales, up close and personal, via a digital screen. But I was still struck and reminded by the role the pandemic has played in the entries, the judging, and even the celebrations, when one of the winners -- Ogilvy South African Chief Creative Officer Matthew Barnes -- was asked how he and his team planned to celebrate. Barnes, who won a Creative Effectiveness Lions bronze for his "World's First Baby Marathon" for Huggies, quipped, “When things return to some form of normalcy, hopefully we can have a proper celebration.” And I began realizing how anachronistic so many of the winning campaigns -- much of them produced before the pandemic -- seemed in the current context. This was especially true of the Creative Effectiveness Lions category, which actually had a criterion that only previous Lions winners could be eligible, meaning they had to be pre-pandemic by default. Take FCB New York’s brilliant “Whopper Detour” campaign for Burger King, for example. The ingenious campaign utilized geofencing and a mobile app campaign to hijack McDonald’s, but forcing consumers to unlock free Whopper burger coupons in or near a McDonald’s restaurant. The bronze-winning campaign was great, but watching the footage of consumers crammed inside crowded fast-food restaurants or on equally crowded streets nearby, reminded me of how long ago that actually seems now. Or consider Ogilvy’s equally creative “No Need To Fly” campaign for Germany’s German Rail service, which utilized an innovative algorithm matching images of famous oversees travel destinations with ones that look just like it inside Germany -- thus, no need to fly when you can just hop on a domestic rail service to travel there? The whole idea of not needing to fly, or even traveling to tourism destinations amid a still-raging pandemic seemed to me to be ironic, at the very least. Even the category’s Grand Prix winner -- Widen + Kennedy’s “Crazy Dreams” campaign for Nike, which rebooted the Colin Kaepernick as a spokesperson and reignited the whole Black Lives Matter debate long before George Floyd’s death and everything that followed. As daring as that was for Nike, it seems almost quaint in comparison, looking back from the vantage point of the summer of 2021. So for me, this year’s Lions Festival isn't just expanding my geographic consciousness, but also my temporal one, traversing both time, as well as space. Of as W+K Head of Strategy Andy Linblade said while accepting the Grand Prix for Nike's "Crazy Dreams" campaign, "The crux of it comes down to an existential question... What are you? "Try to get to the bottom of that." Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 24, 2021 at 02:02PM
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Mastercard's "True Name," Woojer's "Sick Beats," Among Cannes Grand Prix Winners https://ift.tt/3jgZWMN Helping remote children in Pakistan obtain birth certificates, deodorant packaging designed for the disabled, and an “Act for Food” were among the Lions Grand Prix winners at the Cannes ad festival Thursday. The Innovation Grand Prix went to Unilever and Wunderman Thompson Buenos Aires for “Degree Inclusive.” The adaptive deodorant was made specifically for people with visual or upper extremity impairments. Packaging includes Braille lettering and an opening where someone with dexterity issues can hold and apply deodorant. advertisement advertisement
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 24, 2021 at 01:55PM
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Report Finds Mobile Benefited From Pandemic, Privacy Concerns Remain Chief Obstacle https://ift.tt/3gSs3A9 Like most other digital media, the COVID-19 pandemic has been a boon to mobile marketing budgets, but some significant barriers to growth -- especially consumer privacy concerns -- remain. That's the finding of a new "State Of The Industry" report from the Mobile Marketing Association, done in conjunction with WARC. The report, which is based on surveys of 575 marketing professionals in the EMEA, may not necessarily represent the sentiment of mobile marketers in other markets, but it should be a pretty good indicator about the opportunities for mobile marketing in the year ahead. The top-line finding is that two out of three of the marketers boosted their mobile marketing budgets over the past year, at least partly due to the acceleration of ecommerce following the pandemic. And while marketers appear to be more optimistic about almost every potential barrier to further mobile marketing budget growth, the biggest growing threat is consumers' concern over their personal data privacy, which increased 10 percentage points year-over-year compared with a similar survey conducted last year. advertisement advertisement Not surprisingly, regulatory compliance with consumer data privacy rules was the next-biggest concern -- although there was no comparative base for that question in 2020. After that, almost every other major concern has diminished among mobile marketers with the exception of -- ironically -- data costs, and their own organizational skills. "As we emerge from the pandemic, with many workforces still working remotely and social and m-commerce technologies rapidly developing, mobile will play an important part in marketing strategies, as indicated by the acceleration of mobile ad budgets and the opportunities provided to advertisers," notes WARC Research and Rankings Managing Editor Amy Rodgers. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 24, 2021 at 05:15AM |
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