Instagram is expected to unveil its video platform, IGTV, which will allow users to post videos up to 60 minutes in length, much longer than the previous cap of 60 seconds. The new feature is aimed at publishing content from online celebrities and influencers instead of at promoting episodic television shows.
Pinterest has partnered with FabFitFun to create a "Pinterest Box" retailing for $49.99 that contains a curated collection of products from the highest-rated trends on the platform related to clothing, health and beauty. "It's really product discovery that gets smarter with more personalization and that's the grand vision," said Pinterest's Vikram Bhaskaran.
DigiTrust, a consortium of platforms and publishers managed by the IAB's Tech Lab, and the Advertising ID Consortium, led by LiveRamp, The Trade Desk, the Index Exchange and AppNexus, are joining forces to reduce digital media complexity and possible conflicts of interest. The two groups are integrating their cookie IDs to create one "open identity framework."
Tru Optik has unveiled a new measurement tool for connected TV and over-the-top advertising. The solution delivers "de-duplicated household-level reach and frequency, device authentication, and advanced audience validation for OTT and CTV campaigns," the company said.
Connected TV viewers represent YouTube's fast-growing user base, consuming 180 million hours of video daily, YouTube CEO Susan Wojcicki announced at Cannes Lions. Seventy percent of viewing time happens via mobile devices, she said.
Smart speakers hold the potential to go beyond utility to truly enhance their users' lives through branded apps that deliver welcome skills. One prominent field yet to be widely explored, writes Nathan Hanks, is music discoverability as music listening tops the list of speaker uses.
A Pew Research Center survey across 39 countries confirms the global surge in internet and digital usage but finds significant gaps in online penetration between countries, income groups and genders. Income is one prominent and nearly universal factor, with wealthier consumers much more likely to own smartphones than those with lower incomes.
The Culture Marketing Council has awarded Rising Stars Awards to Gabriel Ferrer, associate creative director at Alma; Anita Handson, account director at Captura Group; and Marisol Pelaez, director of public relations at CoNecs North America. "The Rising Stars Awards are a way for our industry to recognize young leaders who are making a significant impact through their commitment to the industry" said CMC Chair Isaac Mizrahi.
Rick Gomez, Target's chief marketing officer, said recently that Hispanics in the US represent the world's seventh-largest economy and that companies that ignore them do so at their own peril. "Hispanics spend some $2 billion on domestic products, they constitute the economy with the third-largest growth worldwide," he said, noting that the growth of Hispanics' use of domestic products is 70% higher than their peers'.