Marketing
Top editor picks, summarized for you
9/2/2015

Google on Tuesday unveiled a logo that features a sans-serif font and a slightly tilted "e." An animation posted by Google also shows a new "G" logo for use in applications, an updated microphone image for speech-recognition functions and four bouncing dots that serve as transitions between its looks. "Google's new logo ... tells us a lot about the future of branding in a world of smartphones, smartwatches, GIFs, and mobile video," writes Will Oremus.

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Popular Science, Slate
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Google
9/2/2015

Some of McDonald's most popular breakfast items will be available all day at stores in the US starting next month in an attempt to boost sales and respond to a popular customer request. "All-day breakfast is a significant business opportunity and a marketer's dream," said Daniel Delligatti, the chain's national advertising fund chairman.

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McDonald
9/2/2015

A study from Cisco Systems predicts online video will represent over 80% of Web traffic by 2019. Two-thirds of brand marketers are shifting TV ad budgets to online video, according to a survey by the Interactive Advertising Bureau. The key to doing online video well is telling a compelling, emotional story, filmmaker Jon Mowat writes.

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SocialTimes
9/2/2015

Marriott is featuring YouTube star Grace Helbig as a sort of celebrity spokeswoman in a series of digital videos about booking hotels directly. The tactic differs slightly from how other brands have worked with online celebrities, primarily to have them make videos or be featured in them. "I look at influencers as almost new media companies," Marriott's David Beebe says.

9/2/2015

Desktop advertising spend is estimated to drop from $30.54 billion last year to $27.67 billion this year, while mobile ad spend will grow to $30.45 billion, taking the lead for the first time, per eMarketer. "[D]esktop's decline will likely come as a surprise, since it's now clear that mobile's growth is not purely additive for total digital spending," writes Steven Perlberg.

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Steven Perlberg
9/2/2015

The combination of a popular topic, relevancy and authenticity helped the #ILookLikeAnEngineer campaign, meant to combat sexism in the tech sector, generate more than 90,000 responses in a week, including participation by prominent companies such as General Electric and Tesla Motors. Marketers need to participate in online conversations instead of trying to start one, make sure comments are authentic and embrace causes that people can stand behind, writes Lisa Lacy.

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Momentology
9/2/2015

People are hardwired to obey people who project an air of authority, but fraud and wrongdoing are much more likely when employees are not trained in how to spot and countermand wrongful orders, writes Theodore Kinni. Teaching employees to think for themselves and to consider whether an order complies with their values and the company's is a long but important process.

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Theodore Kinni
9/2/2015

The Alliance for Open Media is a new group formed by Netflix, Google, Amazon, Microsoft, Intel, Mozilla and Cisco to develop improved compression technology. The alliance will be competing against MPEG, which is backed by cable, telecom and consumer electronics companies and has created widely adopted compression technology.

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CNET
9/2/2015

Comcast is among the traditional media companies trying to "import some of the digital DNA" that helps new media brands connect with younger consumers, says media analyst Ken Doctor. Comcast's efforts include a new $15-a-month Stream service, a video channel and application called Watchable and major investments in Vox Media and BuzzFeed by its NBCUniversal unit.

9/2/2015

TruTV is planning a major marketing push around a special 100th episode for its "Impractical Jokers" series that's meant to promote the network's new focus on comedy, action and competition programming. The effort around the live special, which will feature the show's cast walking a tightrope in New York City, includes a "countdown" program sponsored by Geico, a sweepstakes for a trip to see the special, use of several Twitter platforms, live-streaming of the event and the incorporation of Yahoo's Livetext chat service.

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Broadcasting & Cable
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TruTV, Geico, Twitter