Many chief marketing officers leverage sharable and interactive experiences to drive brand engagement, such as Royal Caribbean's virtual tours and Bacardi's program that allows users to DJ via Instagram. Bacardi CMO John Burke says, "The idea of fusing tech with marketing and with sales can be a strong driver of business performance. It's a tool that should be in everyone's toolbox."
Twenty-nine percent of television commercials are not seen by viewers, based on a recent study from IPG Media Lab. Luke McGuinness, president of TVision, says this of the findings: "The way TV has historically been measured does not capture the fact that TV does have a viewability problem that is similar to that of digital."
Seats are filling fast for the 2019 ANA Media Conference, presented by Quantcast, April 10 to 12 in Orlando, Fla. This event sold out last year! Learn how leading brands are reaching today's consumers across platforms in innovative ways.
- Marc Pritchard, chief brand officer at P&G
- Brad Haley, CMO at IHOP
- Steve King, CEO at Publicis Media
- Rob Rakowitz, director of global media at Mars Inc.
- Luke Kigel, senior director and global head of media and connections at Johnson & Johnson
- Scott Grenz, VP and global head of media at GlaxoSmithKline
- Courtney Lawrie, director of brand marketing at Wayfair
- Trace Rutland, director of media innovation at Tyson Foods
Entrepreneurs can now access information and advice relevant to their businesses through a new subscription streaming service from Forbes. The Forbes8 over-the-top platform was produced in cooperation with tech company AW3 Media, and will be initially introduced in Ghana.
Bing Ads Editor now offers more Google Ads scheduling and import options in its web interface. Users can check off campaign features to import as well as specify bids, budgets and landing page URLs.
Completely cashless retailers accepting only digital payments are rare, and they may remain that way if many states and cities follow the example of Philadelphia in requiring a cash payment option. Any such development is not expected to deter consumers from their growing adoption of mobile payment options, however.
Nearly half of consumers are blocking online ads and cite a variety of reasons for their annoyance, most notably that the ads are too numerous, intrusive or irrelevant. Search engines, TV ads and word of mouth are the top ways people do discover products, and TJ McCue says that making customers part of a brand's way of life is therefore a crucial aspect of engagement.
4A's Chief Digital Officer Chick Foxgrover writes about the collaborative discussion at SXSW among attendees about the need for a more responsible approach to technology and the behavior of the giant digital platforms. "[T]he reigning sentiment at SXSW this year was focused on reclaiming our health and agency against monumental division brought on by digital giants whose brilliance has been eclipsed by the negative ways they can be used," he writes.
DNA's Chris Witherspoon shares his thoughts on diversity and inclusion in the advertising industry, discussing a worrying lack of female leadership and how his daughter's involvement in the 4A's Multicultural Advertising Intern Program has given him hope that this will change. "She is in the unique position of being able to decide where she wants to go next," he says, adding, "I think that's great news for women of color and people of color."