Digital advertisers are spending the majority of their budgets on paid search, paid social, display, YouTube and mobile/in-app ads, respectively, and are prioritizing brand awareness and enhancing customer experience, according to Marin Software's May/June survey of digital marketing decision-makers. Google, YouTube and Amazon topped the list of trusted publishers, and while 60% plan to increase Amazon budgets, many cite its campaign management and reporting tools as a hindrance.
Facebook is planning to tighten the creative limitations for its mobile News Feed ads in August, which will decrease the aspect ratio for photos and videos from 2:3 to 4:5 and reduce the number of visible text lines from seven to three and enable viewers to click for more, writes Kerry Flynn. Ad executives are interested in seeing whether the stipulations will be a burden or impetus for creative changes and are troubled that they didn't have more advance knowledge of the restrictions.
The trailer for Universal Picture's adaptation of Andrew Lloyd Webber's "Cats" starring a host of celebrities has attracted more than 2.6 million YouTube views since its release yesterday. The trailer has sparked a range of posts and memes from social users completely freaked out by what they've just watched.
Starbucks is adding a store design to accommodate the rise of mobile ordering, opening the introductory Starbucks Now in Beijing. The store features separate areas for preparing mobile and in-store orders, as well as a dedicated space for delivery pickups.
An increasing number of brands are creating their own accounts on leading platforms and using simple tools such as dashboards to oversee Facebook, Google and Amazon marketing efforts in-house instead of relying on agencies, writes Kristina Monllos. Brands enjoy more media buying transparency and data ownership but come up against challenges such as tighter credit limits, mastering technologies and achieving performance levels that agencies have achieved.
Today's online consumers want to be able to communicate with brands quickly, according to Drift and SurveyMonkey's "2019 State of Conversational Marketing" report, which surveyed 1,000 US consumers. The survey found that consumers prefer interacting with brands via email (65%) but find chatbots to be the best method for 24/7 service followed by online chat (32%).
Don't miss the 2019 ANA Data & Measurement Conference, presented by Google, Sept. 9-11 in Naples, Fla., to hear practical approaches to using data to drive growth. Sessions will cover data management, cross-platform measurement and attribution, AI, predictive analytics, neuroscience marketing and in-house analytics.
- Kevin Wachholz, senior manager of marketing analytics at The Home Depot
- Newcombe Clark, global director of the Rapid Learning Lab at AIG
- Patti Ziegler, VP of global marketing and communications at Scotts Miracle-Gro
- Lauren Hougas, director of marketing analytics at Land O'Lakes
- Bill Cramblit, marketing analytics and optimization manager at MillerCoors
- Faisal Zanjani, senior global director of marketing and strategy at Coca-Cola
NASA social media manager John Yembrick and his deputy, Jason Townsend, discuss social listening, tailoring content to specific platforms and why video is their most important tool. "We can tell a comprehensive story using videos from space. We do a lot of interviews and live events, and from the numbers we've seen that is how people are mostly consuming our content," Yembrick says.
Exclusive content is driving subscription video-on-demand users to add services, according to the 2019 Manatt, Vorhaus Digital Strategy Study, and viewers aged 18-34 aren't tied to watching streaming content on a TV screen. "[Younger viewers] don't care about the size of the screen. It's really about the convenience and access," says Ned Sherman of Manatt Digital.
Hundreds of elite athletes from around the country are truly feeling the heat in Minnesota this week. For the first time, the state is hosting the Adaptive Sports USA Junior National Championships. Two-hundred-fifty young athletes with physical disabilities are taking aim at their dreams, and they're doing it in Eden Prairie, Minn. Adaptive Sports USA Junior Nationals is the largest longstanding annual multi-sport event for youth with a physical disability and/or visual impairment in the United States. The week-long event is open to athletes through the age of 22 and includes educational clinics, socials, and competition in archery, paratriathlon, powerlifting, shooting (airguns), swimming and track and field. National classification will be available in archery, swimming and track and field. "Whatever their disability is, this is a time when they can develop those relationships that are going to last a lifetime, but they are with people who are just like them," said George Lee, a longtime volunteer and coordinator. "They face the same challenges, they face the same opportunities."
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