Marketing
Top stories summarized by our editors
9/21/2018

Digital ad revenue in the US will hit $106 billion this year, accounting for 51.5% of total ad spend, Magna reports. Additionally, mobile digital ad spend will make up nearly two-thirds of all digital ad investment and has surpassed TV spend.

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Magna
9/21/2018

Taco Bell is getting ready to celebrate National Taco Day on Oct. 4 with a push from Deutsch across 20 countries that includes an animated spot, "Glen and the Magic Taco," which features a talking taco named El Cruncho that delivers tacos to everyone one day a year. The campaign also includes market-targeted special offers and merchandise, and fans can find out what's happening in their country on social by following #NationalTacoDay.

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Taco Bell, Glen
9/21/2018

PepsiCo received over 1.2 billion impressions for its new Pepsi Zero Sugar spot, which premiered during "CSI: Crime Scene Investigation" this week. The 15-second "Sound and Bubbles" ad features close-up shots of the effervescent drink.

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Pepsi, PepsiCo
9/21/2018

News of Hershey's planned $420 million acquisition of Pirate Brands topped this week's list of most-read food and beverage stories. A list of Walmart's best-selling items by state was also a hit with SmartBrief readers, as were stories from Tyson Foods, Kroger and beverage brand Dirty Lemon.

9/21/2018

Just because fines from enforcement activity decreased 7.2% last year and continue to decline this year does not mean the Securities and Exchange Commission is not policing the market, says Stephanie Avakian, co-director of enforcement. "Any assessment that suggests our effectiveness should be measured solely based on the number of cases we bring over any particular period of time is misguided," she says.

9/21/2018

The Media Rating Council has published official guidance on brand safety and content; the guidance was developed in partnership with the Interactive Advertising Bureau, the American Association of Advertising Agencies and the Association of National Advertisers. "With the ubiquitous presence of [user-generated content] on many of the most important digital platforms, and the inherent challenges this presents related to brand safety concerns, the guidance in this Supplement will help advertisers have greater assurances that their ads appear only in those environments they consider appropriate," said the MRC's George Ivie.

9/21/2018

Campaigns driven by machine learning boosted familiarity with a brand 6.2% compared with 3.3% for those created by humans, and both tied on awareness at 4.6%, according to a study by IPG Media Lab, MAGNA and true[X]. Machine-learning campaigns also drove higher brand enthusiasm and purchase intent than human-created campaigns, and they were able to reach consumers with less ad impressions.

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IPG Media Lab
9/21/2018

While content marketing has become a standard way to engage consumers, some marketers are elevating the approach to create something more: an authentic community that revolves around the brand. Here's how the World Surf League uses content to connect with surfing fans.

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ana.net
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World Surf League
9/21/2018

Pinterest will open its content-marketing application programming interface to third-party influencer platforms, offering brands insights into views, impressions and followers. The platform says 92% of marketers who partner with influencers have had successful collaborations.

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Pinterest
9/21/2018

Adobe has announced a $4.75 billion deal to acquire marketing automation company Marketo. "We believe the combination of Adobe Experience Cloud's analytics, personalization and content solutions with Marketo's lead management, account-based marketing and attribution technology will make us the leading platform for all marketers," says Adobe CEO Shantanu Narayen.

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ZDNet
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Adobe, Marketo, Shantanu Narayen