The Marketing Arm is bringing back Lay's "Smiles" campaign for a second year, which will feature photos of 32 "Everyday Smilers" -- real people who do good in their communities -- on packaging, a $1 million donation to Operation Smile to fund cleft-condition surgeries for children and a social #SmileWithLays push. The brand reports that last year's campaign resulted in 700 selfies posted each day with its products during an eight-week duration, 2.8 million shares of its Snapchat filter and that its hashtag was used in over 30,000 tweets and 10,000 posts on Instagram.
Video streaming services release viewership or user statistics at their own discretion, with no verification methods, but some advertisement-supported platforms are looking to change that. Nielsen has said that it is in talks with Pluto TV, Xumo and Tubi about implementing its Digital Ad Ratings, which will likely help marketers make decisions based on confirmed numbers.
Twitter is replacing its SnappyTV third-party video publisher tool with the launch of LiveCut. Housed within the Twitter Media Studio, the tool will enable marketers to more easily create and distribute video clips of live broadcasts through the platform, monetize them through Twitter Amplify and integrate efforts into Twitter's tech stack for advanced analytics, including views, average watch time and video completion rate, writes Kerry Flynn.
OpenAP is preparing to launch its marketplace, dubbed OpenAP 2.0, in October with guaranteed inventory from media firms including Fox, NBCUniversal and Viacom that will feature an automated workflow. The marketplace is designed to enable advertisers to upload campaign parameters and budgets, make target audience selections and receive a customized proposal from each media member for digital and linear TV with various membership pricing.
Droga5's "Zero Likes Given" campaign for Kahlua features an exhibition in New York of Instagram posts from around the globe that have not even attracted a single like, curated by actor Jackie Cruz of "Orange is the New Black" fame, which is designed to show people that there's more to life than approval on social media. The brand has also created a #BottomNine tool, which enables Instagram users to view and share their nine least-liked posts.
The EU is examining whether Amazon uses data from third-party merchants to obtain an unfair advantage over them. "Amazon appears to use competitively sensitive information -- about marketplace sellers, their products and transactions on the marketplace," EU Competition Commissioner Margrethe Vestager says.
Retail apps and year-round online deals are lowering the pressure of the holiday season by spreading out consumer spending, a new survey by Liftoff shows. Many customers are also choosing to browse via mobile apps, then go to brick-and-mortar stores to actually make purchases.
Brands are struggling to find the right media buying tools and standards to follow with fragmented viewers across numerous screens and a proliferation of platforms offering traditional, digital, over-the-top and connected TV inventory, writes Shoshana Wodinsky. While services like the OpenAP TV marketplace and Media Rating Council measurement standards try to help, Wodinsky considers whether the efforts are paying off for broadcasters and brands, noting, "Although the promise may initially appear to be a fusion of the scale of TV audiences with the accuracy of digital ad targeting, there is still some way left to go."
Lucky Generals' new campaign for Busch features a YouTube spot touting Busch Light's new "Pop Up Schop," which is concealed in a US national forest and anyone who can find it via the brand's clues on Twitter is in with a chance to win Busch beer for life. Busch will also plant 100 trees in national forests for each person locates the mystery pop-up as part of its partnership with the National Forest Foundation.
Brands celebrated the 50th anniversary of the moon landing with a variety of space-themed ads and out-of-this-world products. Among the brands are Krispy Kreme, seen in archival footage onsite at Cape Canaveral for the 1969 launch, which released new doughnuts for the occasion, and Budweiser, which developed a special beer based on recipes it had during the Apollo missions and promoted it with a video.