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."
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."
Procter & Gamble has signed on to a multiyear agreement with Major League Soccer with hopes of reaching the Hispanic market and younger consumers. Marc Pritchard, chief brand officer, says the CPG leader wants to "tap into and support the passionate fandom for the world's game," adding, "As Major League Soccer continues to grow, and as its appeal to families, to younger consumers, and to the Hispanic consumers, it's a natural partnership for us."
Real Salt Lake soccer club of Utah is boosting community efforts and using marketing and inclusion to reengage with Hispanic fans. The addition of a Spanish-language component to RSL's website and stadium signage have made a big difference, club officials say.
A report from Yelp finds more people are searching for diverse businesses -- those that identify as owned by Latino, Black or Asian business owners and women-owned establishments. Consumer interest in Latino-owned businesses in the US has grown in the past year, with the rate of Yelp searches jumping more than 4,000%.
While Hollywood has made inclusion strides within the Black community with more stories, casts and crew members, the same cannot be said yet for the Hispanic community, writes Clayton Davis. Davis points to several productions slated for this year with strong Hispanic representation as a hint of Hollywood truly becoming more diverse.
Vox Media has acquired podcast publisher Cafe Studios for an undisclosed amount, attracted by its lineup and advertising and subscription business, said CEO Jim Bankoff. Former US attorney Preet Bharara, co-founder of Cafe Studios and host of the popular show "Stay Tuned With Preet," will join the Vox Media team, which is considering new scripted shows, documentaries and live events.
Policies such as the California Consumer Privacy Act are "a reckoning for the advertising industry" as it loses access to third-party data and is forced to become more reliant on first-party data, contextual targeting or walled gardens, write McKinsey executives. They explore targeting strategies, data partnerships and publishers' content monetization challenges, and note "the nimblest publishers and advertisers and the largest data platform companies can thrive."