IHOP touted its new Steakhouse Premium Bacon with a daylong audio experience featuring the sound of sizzling bacon on its Clubhouse channel. "People have always talked about bacon in ultra-sensorial ways so to launch bacon that is bigger than ever, it made sense to play up a core part of the sensorial experience," a brand spokesperson said.
TikTok's upcoming promotional tools reportedly include Collection Ads that combine product catalogs with branded videos and Dynamic Product Ads that can retarget product offerings based on consumer app and website activity. The social platform reports that its advertising sector growth in the US exceeded 500% during the past year, and that nearly half its users purchased products they encountered while watching.
Univision and Televisa are merging media, production and content business in a $4.8 billion deal in what they say will allow them to advance in the Spanish-language streaming realm. "This transformative combination brings together the leading network serving US Spanish-language audiences with the leading media platform in Mexico, powered by the most powerful Spanish-language content engine in the world," says Univision CEO Wade Davis, who will lead Televisa-Univision.
Universo's "Club Mundo Kids" is a an educational children's show debuting this month with Spanish and English content for first- and second-generation Latino children. Host Romina Puga says viewers "don't need to pick English or Spanish but they can celebrate and be proud of their multicultural identities," adding, "This whole show was built with them in mind and built for these kids so their stories could be told, and we could celebrate all of those identities that they feel."
The US ad-based video on demand market is forecast to reach $53 billion by 2025, up from an estimated $19 billion this year, and advertisers are following increasing consumer adoption with more than 40% planning to boost their AVOD budgets during 2021. Gavin Bridge explores AVOD ad volume and predicts AVOD will become increasingly appealing to brands if the Biden administration advances broadband availability and if consumers continue migrating away from pay TV.
Augmented reality is on the cusp of moving beyond the nascent stage as a commerce tool with spending predicted to increase 54% and reach $72 billion by 2024, writes Vertebrae's Rob Weaver. He points to the rising popularity of AR commerce in several retail categories, and notes successful initiatives "meet shoppers' expectations, resolve questions surrounding products, and boost purchase confidence, leading to increased conversions and sales."
Roku expanded its Measurement Partner Program with the addition of six adtech partners who will be integrated into its OneView demand-side platform. The move is designed to enable brands to expand campaign metrics across screens and determine more outcomes such as app downloads and store visits.
A 614 Group survey with YouGov revealed 53% of senior managers and 46% of individuals making $80,000 or more a year are concerned about ad placement for consumer and business audiences, compared with 39% of the general population. The survey also found that 19% of adults said they're less inclined to use a product or service when ads for them are near content that is contrary to their social views.
Brands using TikTok can overcome the its lack of measurement tools to gauge the success of their platform initiatives by monitoring comments and shares, tracking related website traffic lifts and examining conversions for product purchases or newsletter signups, suggests Knotch co-founder Aron Tzimas. To expand the scope of digital marketing evaluations, Tzimas encourages brands to analyze the performance of "every website, microsite, blog post, business email, YouTube video, social channel and paid digital placement."
Several female truck drivers have attracted large followings on TikTok, where they share what their job is like and encourage other women to pursue careers in trucking. "I like to show that you can still be feminine in a male-dominated field, and a lot of people like to see that," says Tierra Allen, also known as the "Sassy Trucker."
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