Facebook is using machine learning to boost its dynamic ad format and creative to help marketers deliver more tailored messaging in a form that the viewer is most likely responsive to, such as carousel or collection. The social platform is also launching a variety of tools that will enable nonprofits and other marketers to solicit contributions such as fundraising stickers for Stories, and has pledged match up to $7 million in donations made to US charities via Facebook on Giving Tuesday, Dec.3.
Mobile video ads are showing strong growth in terms of usage with a 31% increase during the third quarter, according to PubMatic, which expects related monetization to continue expanding as new formats are rolled out. Likewise, header bidding is increasing in popularity due to initiatives such as app-ads.txt and integration of apps, according to the report.
Tech companies are starting to develop tools that will enable marketers to more easily tap the growing podcast medium such as Midroll Media's soon-to-be-launched programmatic tool, writes Sahil Patel. But many executives worry that advancing toward a programmatic model will result in podcast ad overload, decreased rates and more commercialized messaging.
SAP Chief Marketing Officer Alicia Tillman talks about the company's social impact initiatives, how the CMO role is changing and business-to-business marketing. "We need to be able to understand the feelings of our customers so that we can ensure that we're both marketing in the way that's going to be emotionally relevant to them in addition to speaking to the overall value and challenges that our technology helps solve within a company," she says.
The Association of National Advertisers, with McCann, is addressing the marketing talent crisis with a video titled "The Best Jobs Ever," which displays the wide array of jobs in the industry that could appeal to Generation Z. The video is running on college job platform WayUp and is being promoted on Instagram by brands including Sephora, American Express, Verizon and P&G.
Business-to-business marketers should seek to evoke emotions such as trust and confidence, and developing buyer personas is vital to understanding target prospects and their emotional needs, Rachel Cunningham writes. She explains how emotions can be engaged with simple changes to marketing copy that transform it from coldly factual to gently pushing emotional triggers.
Peet's Coffee's business model is steeped in community values that are reflected in the company's marketing strategy, says Erica Brown, retail president. She shares insight into how the company has mastered cause marketing and community relations through donations, nonprofits tied to purchases and Giving Tuesday freebies for coffee shop guests.
Marketers have had mixed reactions to utilizing artificial intelligence to fuel decision-making in creative and strategy because of perceived data biases, but technology is changing, and so too are its implications for business, says Pattern89's RJ Taylor. In this interview, Taylor discusses the unintended consequences of AI, how the technology is being used and it's untapped potential, and he predicts that "AI will reinvent marketing, again."
The Association of National Advertisers, Merck, Eli Lilly and Amgen have filed court papers urging the reversal of a decision that would require firms to include list prices for prescription drug prices in TV and streaming video ads. "[T]he government-scripted statement that this rule demands is highly misleading," the groups wrote in their appeal, adding, "A drug's 'list price' is not, as viewers will likely infer from a consumer-focused advertisement, an actual or even suggested retail price."
Corporate apologies are becoming more common, and canned public relations statements often fall short in their effort to garner forgiveness, writes Terry Nguyen. In this interview, Sean O'Meara, PR pro and author of "The Apology Impulse," describes "the worst apology archetypes," discusses lackluster efforts by leading brands such as United Airlines and Facebook and offers tips for crafting authentic contrition that will win back consumers.
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