Jia Wertz looks at interactive video ads and how ad-averse streaming platforms could take advantage of the marketing strategy. Streaming video platform Eko and Walmart have teamed up for product placement and in-episode ads, with Eko CEO Yoni Bloch saying, "The future of video entertainment is interactive, and this joint venture is a huge step towards bringing this future to life."
Activision Blizzard's esports events will now stream exclusively on YouTube in every market but China. The first season of Blizzard's Call of Duty League began on the video platform on Jan. 24, and Overwatch League will start its 2020 season in early February.
Messenger, Facebook and WhatsApp remained the three most popular and profitable apps for 2019, but TikTok has passed Instagram for fourth place. Tinder topped the lists for consumer spending, ahead of Netflix and Tencent Video.
Google's unsurprising phasing out of third-party cookies has many saying the repercussions will hurt small publishers and lawmakers' continued focus on privacy have resulted in "overblown" hysteria for an "imperfect technology that never should have been the backbone of personalized communications," writes IAB CEO Randall Rothenberg. "[I]t is now time to double-down and work together to create a safe, efficient supply chain that enables innovation and competition, and benefits consumers, businesses and economies alike."
NBC Olympics is partnering with Snapchat for Tokyo's 2020 Summer Olympic Games on custom content, including over 70 episodes from four daily shows that will be shown on the platform and daily "Our Stories" curated by Snapchat that will feature user-generated content and footage of US Olympic Team trials. NBC Olympics' Gary Zenkel adds that the partnership will "benefit the many NBC Olympics advertisers who seek to engage further with this young and active demographic."
An Instagram post from Dolly Parton that shows the four looks that best represent her on LinkedIn, Facebook, Instagram and Tinder has gone viral with more than 648,000 likes. The post has inspired the #DollyPartonChallenge, which has seen the likes of Mindy Kaling, Kerry Washington, Mark Ruffalo and Janet Jackson go viral with their own versions.
Benefit Cosmetics is launching the "Game Face" campaign targeting the more than 15 million women who enjoy gaming, either as a player or spectator, according to Lisa Li, the beauty brand's director of digital marketing. Benefit is collaborating with Gen.G, an esports team network, to produce a two-week series for Instagram and YouTube that features top women players.
Google has announced that this year's I/O developer conference will run from May 12 to May 14 at Mountain View's Shoreline Amphitheatre. The annual conference gathers developers from all over the world, and is also where the company releases major news and updates about its software and services.
Instagram is rolling out a tool that enables marketers to track brand-related user-generated content in Stories and then promote it within their own Stories. Marketers may find the tool beneficial for amplifying influencer content and customer feedback, and for public shout-outs.
Tapad is joining forces with adtech firm AcuityAds to merge its Tapad Graph's identity resolution tools with AcuityAds' cross-device data set. Chris Feo, Tapad's senior vice president of strategy and partnerships, says the move will enable marketers to expand their reach and improve the performance of their cross-device campaigns.