Facebook is rolling out improvements to three tools designed to boost physical and mobile retail sales: Tabs for Canvas, dynamic ad product categories and store sales optimization. Tabs for Canvas enables the personalization of Collection ads; Sephora trialed it and experienced a 32% increase in return on investment, Facebook reports.
The surge in popularity of messaging apps presents a huge opportunity for marketers to provide value to consumers on their own terms via short, personalized and conversational messaging, writes Beerud Sheth. Build a community of messaging app subscribers by getting consumers to opt in via links in existing social or digital campaigns, and use chatbots to automate conversations abound promotions or other news of interest to individual consumers, Sheth writes.
Apple is promoting the iPhone X's FaceID feature in a new spot that shows a teenager discovering she can open anything by just looking at it. She runs through hallways and classrooms unlocking lockers, cupboards and science lab jars before her spree ends as a friend sends her a text.
Venables Bell & Partners' new campaign for Post-it shows how businesses in Fairbanks, Alaska, rely on the hardiness of the notes to survive in the toughest weather conditions. "Post-it Extreme Notes" is running across TV, including during March Madness programming, on radio, and includes a #PostitExtreme social campaign featuring microinfluencers within the culinary and construction industries.
Publicis New York has created an animated spot for CoorDown -- a national organization for those with Down syndrome in Italy -- titled "Lea Goes to School." The spot is narrated by an 11-year-old student with Down syndrome and shows a girl setting out for her first day of school only to find that she's been put on an alternative path to everyone else, while the voice-over says, "Include us from the start."
72andSunny Amsterdam has created a game show titled "Matchers Keepers" to tout IKEA's augmented reality Place app that enables consumers to try out the brand's furniture in their homes. The two-minute shows are running on YouTube and show roommates playing to win furniture, but only if they both choose the same item.
Pinterest is expanding access to its Shopping Ads beyond its initial select group of trial partners to more retailers that have product feeds. The ads use visual search technology to pull items from brands' feeds and display them to users based on their individual interests, allowing them to view products from different angles within the ads and click through to buy.
Facebook is testing a subscription service that will enable users to pay $4.99 per month to get exclusive content from their favorite creators. The company has also introduced a dashboard to help advertisers easily find the right creators for branded content collaborations.
The 3D sensing capability on new iPhones that enables facial recognition puts Apple at least two years ahead of other phone-makers, according to leading parts producers. The technology is expected to be applied in a number of lucrative ways on phones over the next few years, including as a secure form of ID for shopping.
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