The Interactive Advertising Bureau released a guide for advertisers about podcasts in August, a sign that the format should be taken seriously, and industry execs share their thoughts on the potential of branded storytelling. "There's a shift with money leaving TV and radio. For the next three to five years, it's like the new ground floor of podcasting," says Seth Greene, CEO of Market Domination LLC.
The New York Times is making all of its ad formats available to be purchased programmatically after digital ad revenue hit $49 million in the third quarter. Certain units will not be available via open exchange, such as its Flex Frame ads, which can be bought only through programmatic guaranteed deals that stipulate upfront an inventory commitment and fixed price.
NBCUniversal and Verizon are partnering again to stream the Macy's Thanksgiving Day Parade live on YouTube, which this year will include augmented reality Black Friday deals from Verizon in addition to footage from the lead float. Verizon has also created a 60-second ad that will air during the broadcast, which pays tribute to first responders.
Small-scale sellers using PayPal will be able to assemble invoices instantly on the Facebook Messenger app using a new chat extension. Sellers on Facebook will be able to send invoices to customers directly from an ongoing Messenger conversation.
As Black Friday nears, consumers tend to switch from non-branded searches to branded searches, Google data reveal. Google also notes that more consumers are turning to YouTube videos to generate gift ideas.
To stay ahead of the holiday rush, there are a number of techniques marketers can use to maximize their social media impact, Paul Herman writes. Brands should define goals and understand audiences, he advises, while ensuring surprise and delight for each customer.
Retailers this year are elongating their Black Friday discounts to as much as a week lasting through Cyber Monday, according to Shopify's Satish Kanwar. The trend of self-gifting appears to be picking up, with consumers grabbing November bargains for themselves and waiting until December to shop for friends and family.
Twitter has teamed up with Innovid to give advertisers third-party delivery and measurement of in-stream video ads on its site. The deal gives delivery and viewability metrics on ads served via Innovid's platform.
Fashion retailer Yoox's new YouTube campaign from Stink Studios and Google features shoppable preroll spots that showcase unmissable items, with the catch being that viewers have just 15 seconds to decide to purchase; after that, the product will no longer be available to them to buy. The animated spots feature a countdown clock and are running in the US, Italy, South Korea and Japan from Cyber Weekend until the middle of December.
Chatbot-enabled coupon redemptions are rare this year but are about to take off, with Juniper Research predicting 58 million in 2018. Great potential is seen in terms of generating loyalty and automatic creation of personalized offers.
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