The increasing popularity of chatbots and voice technology means that advertisers have to engage with consumers much more conversationally, building long-term relationships that are based on offering personalized, friendly guidance and advice, writes Gupshup's Beerud Sheth. This inevitable focus on conversation means that "[a]rtificial-intelligence-powered bots are bound to become the new marketer," Sheth writes.
Verizon has reportedly struck a more-than-$2 billion, five-year deal with the NFL to livestream more content and games across digital and mobile networks. The deal includes mobile ad inventory for in-market games.
The Federal Communications Commission and the Federal Trade Commission have signed a memorandum of understanding that outlines the process for enforcing ISP promises and disclosures after net neutrality rules are rolled back. The FCC will be responsible for transparency requirements, while the FTC will handle unfair and deceptive practices.
Starbucks marketing leaders are focusing on people instead of the product in the short story film series "Upstanders," which focuses on community members who are making a difference. "If [humans] can be moved by powerful stories, funny stories, inspiring stories, stories that bring joy into their hearts or get them to see things differently, they will develop a deeper affinity to a brand," says Rajiv Chandrasekaran, vice president for public affairs and executive producer at Starbucks.
BBDO New York and Sandy Hook Promise are marking five years since the Sandy Hook school massacre with a haunting documentary-style spot that features students, teachers, first responders and parents talking about the warning signs of a shooting that's happening "tomorrow" and the actions they might have taken to prevent it. The ad is running across Sandy Hook Promise's social channels and through influencer posts -- all featuring a Facebook donation button.
Microsoft's animated holiday spot from m:united//McCann and Blk-Ops features a young woman jumping into a 3D outer space world with a host of magical characters inspired by creative available on the brand's community site, Remix 3D. "3D Holiday" touts the creative capabilities of the Surface Book and encourages "people to join us in creating a kinder, more inclusive world through the power and magic of 3D," says Microsoft's Kathleen Hall.
Bud Light is capitalizing on the viral popularity of its "Dilly Dilly" phrase with a TV spot airing across NFL and sports broadcasts to tout its "Super Bowl Tickets for Life" sweepstakes. The brand's "Banquet" ad debuted "Dilly Dilly" and has been watched 1.64 million times on YouTube, with a second digital spot focusing entirely on the catchphrase garnering 2.2 million YouTube views.
Finish the year on a strong note by cleaning out your email inbox and sending thank-you notes to colleagues and managers, Suzanne Gelb writes. Set aside some time to improve your LinkedIn presence, and work on shifting to a healthier sleep routine in 2018.
With the advent of EMV chips and mobile taps, American Express has decided to do away with required signatures for purchases with its card next year. American Express follows Discover and Mastercard in dispensing with signatures, citing advances in other methods of fraud detection.
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