Instagram is rolling out a series of options that give marketers more control over branded content, including being able to add product tags to approved branded influencer posts. "Branded content is a powerful tool for creators and businesses, and these updates will help them get more out of the content they're creating together," says Instagram Chief Operating Officer Justin Osofsky.
Some brands are addressing today's realities in holiday promotions with 32% integrating COVID-19 themes, with less than 10% including mask-wearing, but both references to the pandemic don't dramatically sway viewers, according to Ace Metrix research. Etsy's "Nana" campaign, which tapped into sentimentality, scored well for likability and relevance, while Dick's Sporting Goods' "Night at the Distribution Center" animation ad proved a successful shift for overcoming production challenges and stood out for its creativity, Ace reported.
A recent Smartly.io survey of retailers found that 76% plan to increase the amount they spend on Facebook advertising in 2021, while 44% are planning on boosting Twitter funds and 38% are looking toward Instagram and LinkedIn. Social media promotions take up 31% or more of marketing budgets for 74% of respondents.
Telecom vendor Ericsson predicts that augmented reality services will make up about 50% of immersive video revenues for operators by 2030, with the coronavirus pandemic as a significant contributing factor. US consumers have become 20% more aware of 5G technology since the crisis hit, Ericsson adds.
Molson Coors is circumventing the issues associated with cookies' upcoming demise by working with tech firms LiveRamp and Amobee to create a unique consumer identifier for campaign tracking and measurement. Amobee Chief Strategy Officer Philip Smolin says the loss of cookies will be challenging, but adds, "It's ultimately good because we can move to solutions that are purpose-built."
In this interview, IAB CEO David Cohen discusses the key factors disrupting digital advertising, such as privacy regulation and the drive toward marketing attribution and identity resolution in the wake of sunsetting cookies. He also discusses continued digital advertising value, highlighting its measurability and flexibility, predicts 10% to 15% digital growth for 2021 and encourages the "collective industry" to "collaborate in a much more meaningful way."
Chipotle is partnering with YouTube star David Dobrik to launch the #ChipotleRoyalty promotion, a TikTok challenge that gives fans a chance to win $10,000 by sharing their favorite order combo. The winners will also have their creations featured for a limited time on the chain's menu, which will be the first time in brand history customers have been spotlighted in this way.
Pinterest's focus on positivity and avoidance of contentious issues such as the presidential election have increasingly made the social platform a safe testing ground for brands and opportunity to demonstrate its value, says Chief Revenue Officer Jon Kaplan. Kaplan also notes that e-commerce transactions have increased three times from their frequency last year.
PubMatic says it will offer The Trade Desk's Unified ID 2.0 as a default identifier its Identify Hub, which is used by more than 180 publishers. The move comes after Magnite and Index Exchange offered their support and The Trade Desk's Michelle Hulst says announcements about more new partners are coming soon.
Nielsen is joining the march to develop media measurement tools void of third-party cookies with the launch of its ID resolution system early next year. Nielsen's system, which will be compatible with Unified ID 2.0 and other systems, will work across its own rating and measurement tools and across multiple platforms.
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