US ad revenue will hit a record $185 billion in 2017, representing 3.6% growth, Magna estimates. Digital ad spend rose 17% in the first six months of this year, with Facebook and Google taking around 70% of the profit, but TV ad investment is falling in four categories: finance, movie releases, automotive and food.
Pinterest is offering advertisers the ability to target its users based on over 5,000 interests using a tool called Taste Graph. The tool monitors individual user interests over time to allow for more accurate personalization.
Google and Facebook will be leading the pack when it comes to digital ad spend, exceeding analysts' expectations by drawing in 63.1% of digital investment this year, eMarketer forecasts. Google will bring in $35 billion, while Facebook is expected to draw in $17.37 billion in digital ad revenues.
WhatsApp is preparing to open itself to businesses, and its wider global base may give it a distinct advantage over Facebook Messenger, writes Tim Peterson. In addition, WhatsApp is used differently abroad and serves as a kind of new email, another attractive aspect for marketers.
Generation Z is the first wholly digital native generation and, as such, a harbinger and true test of marketing's future, according to a Monotype report. This younger cohort is savvy and looks for brand consistency across channels as well as valuing flexibility and authenticity, all of which places a crucial value on brand advocates and influencers.
Consumers' retail search activity and behaviors leading up to the holidays can provide valuable clues for marketers. Research by Salsify reveals three key takeaways, including the advantage of beating the crowd by beginning to incorporate holiday terminology in product pages before November.
Staying up to date with marketing channels is important, but wins can be found if a brand is willing to try old-school techniques, columnist George Beall writes. The merits of techniques such as direct mail, flyer handouts and even a ribbon-cutting ceremony are discussed.
NFL players Aaron Rodgers and Clay Matthews star in DDB Chicago's latest video campaign for State Farm, which will run on online platforms, streaming radio, social media and more. The ad shows State Farm favorite Rodgers reminiscing about memories he has had in his truck after Matthews accidentally hits it with a drone.
YouTube is producing shows with budgets comparable to those of basic-cable channels and soliciting advertisers for spots and product integration. One early example is a series that offers a behind-the-scenes look at Ellen DeGeneres' daily talk show, with L.L. Bean and STX Entertainment as US sponsors.
Microsoft has picked a site on London's pricey Regent Street to launch its first brick-and-mortar store in Europe, located near Apple's redesigned flagship store in the city.
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