QR codes are gaining favor among marketers that want to engage with consumers without unnecessary apps and are finding it easier as social platforms such as Snapchat offer augmented reality lenses tied to e-commerce, writes Gabriela Barkho. She provides an example from 1-800-Flowers.com and writes that e-commerce vendor Seek reports a 600% increase in the use of QR/augmented reality integrations for its clients' websites, including Overstock, Nestle and Walmart.
A 61-minute time-lapse YouTube video from NASA that shows 10 years' worth of footage of the Sun has attracted 2.9 million views. "The video shows the rise and fall in activity that occurs as part of the Sun's 11-year solar cycle and notable events, like transiting planets and eruptions," NASA says in a statement.
Out of home media is a brand-safe environment because of marketers' ability to keep "control of the medium and creative" and to "amplify other media," and it can't be blocked or infiltrated by fraud, said OAAA President and CEO Anna Bager during the Virtual Brand Safety Summit New York hosted by The 614 Group. Bager and Clear Channel Outdoor Americas CEO Scott Wells discussed the value of out of home media during the pandemic, the challenge of messaging amid changing consumer sentiment and marketing opportunities as consumers begin traveling and businesses start reopening.
Facebook continued to appeal to the 400 brands that are boycotting the platform with an open letter penned by Nick Clegg, vice president of global affairs and communications, that outlines its approach and progress in tackling hate speech and noted, "Facebook does not profit from hate" but does "err on the side of free expression." During a recent employee meeting, CEO Mark Zuckerberg vowed not to give in to the demands of the "Stop Hate for Profit" campaign, noting the boycott fallout effects "a small percent" of the company's revenue and predicting advertisers will return "soon enough."
Publishers are increasingly refreshing ads on a timed basis to generate more views and revenue amid a tight programmatic ad market, though advertisers aren't keen on the practice, writes Lucinda Southern. Matthew McIntyre of agency Essence says, "Ad refreshing is annoying but is managed by the [supply-side platforms], they all have slightly different policies in what they allow publishers to do."
Pinterest is testing a new model in which revenue is shared with publishers that heavily feature video ads and is supporting the experiment with first-party data and trending topics to help drive creative and engagement. Tastemade has signed on for a Fritos campaign featuring recipe videos.
Google is making its artificial intelligence-driven SmartReply tool available to YouTube creators, which enables them to deliver auto-generated responses to fan queries in the comments section. The service is being made available to English and Spanish YouTube Studio users.
Influencer campaigns are taking a hit as marketers rethink their strategies in light of the Facebook boycott and seek to include more Black creators and influencers. "No one wants to be insensitive right now. We're seeing creators and brands re-evaluating each other," says Mekanism's Brendan Gahan.
Massachusetts Regional Tourism Council is launching a "With Love From…" campaign to spark state tourism amid the business reopening by featuring postcard graphics at public transit stations and on 17 digital billboards throughout the state and driving viewers to a website for travel information. "This billboard campaign is just a gentle reminder that all of these wonderful regions with so much to see and do are available right here for Massachusetts residents," says Nancy Gardella, Massachusetts RTC's co-chair.
Consumers may be leery about touch interfaces amid the coronavirus pandemic, but the interactive screens will retain their place as a viable media because of their ability to provide accurate information and greater control than human interactions, writes Geoffrey Bessin of Intuiface, a supplier of touch interfaces. In adjusting to a "new normal," he notes, "Any touch-first digital deployment would be doing a disservice to its intended audience without having a sanitizer station nearby."
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