Approximately two-thirds of marketers who use influencers say their biggest priority is brand visibility, followed by lead generation at 16.9% and improved campaign creativity at 10.4%, according to Talkwalker. Almost 75% of respondents collaborate with 48 influencers or fewer as the study notes that marketers are focusing on "long-lasting relationships with a few very specific influencers."
Communications, preparation and collaboration with scientists leading up to the 2017 solar eclipse led to Duke Energy's World of Energy's campaign winning a 2018 Silver Anvil award. "We are PRSA members and it just came to us that this event, with all the communications and PR work over a year's time, would be at least worthy for competing for a Silver Anvil," said Chris Rimel, who managed Duke Energy's nuclear communications team in South Carolina during the campaign.
Bud Light's war games marketing of its ingredients that began during the Super Bowl was designed to reach a broad audience with a nondivisive, noncontroversial message, said Andy Goeler, Bud Light's vice president of marketing. "It's a conversation that we wanted to start about ingredient transparency," Goeler said.
Facebook is extending the location tracking tool already available on iPhones to include Android devices. The feature allows people to let Facebook access data about their locations only when using the platform's app.
Allstate, which owns SquareTrade, has purchased cellphone repair business iCracked for an undisclosed sum. The purchase may open the door for SquareTrade to add on-site repair services to its offerings.
A study by Unmetric reveals a growing role for social media celebrating next month's International Women's Day, with Twitter the leading platform, accounting for 35% of posts related to the day last year. But in terms of related video content, Facebook scored the highest engagement, topping Twitter by a factor of 17.
Google reports that display ads developed using its Accelerated Mobile Pages system perform better when shown on AMP web pages. The company reports that Volkswagen experienced a 48% rise in click-thrus when an AMP display ad was run on an AMP page.
WPP and Waze, Google's navigation app, have signed a deal that will give the holding company access to the app's software and enable Waze to develop new ad units for mobile marketers -- particularly retailers, restaurants and gas stations seeking to engage drivers. WPP's Sanja Partalo says, "The goal is to deliver a better experience for drivers and a better experience for brands -- more contextual, better targeted."
Advertisers who are increasingly eager to purchase connected TV ads programmatically are becoming frustrated by a lack of inventory and targeting capabilities, as well as high prices, writes Tim Peterson. "The opportunities are being throttled on the publisher side," says PMG's Justin Scarborough, but services like Hulu's programmatic private marketplace provide some hope, Peterson writes.