Amazon's stealthy approach to building its ad business has boosted shares to $1,600 apiece, per BMO Capital Markets, and brands such as Mondelez and Procter & Gamble are viewing the platform as the place to win digital shoppers, write Spencer Soper and Mark Bergen. "Amazon has an advertising platform no other company can match: a web store selling hundreds of millions of products combined with a streaming entertainment service and a trove of data about customer preferences," they write.
Wieden+Kennedy has created a series of digital spots to put consumers in the "KFC Comfort Zone," encouraging viewers to meditate by focusing on the brand's Pot Pie. The long-form surreal videos are intended to "take listeners on a journey of comfort as they drift in a warm and peaceful sea of steam, floating amidst tender chicken and veggies, enveloped by a golden, flaky crust," the agency says.
An augmented-reality feature added to StubHub's mobile app gives Super Bowl fans seeking tickets a better lay of the land in Minneapolis' U.S. Bank Stadium. Users can orient themselves with a 3D representation of the stadium and the surrounding area.
Revenues generated by video games in the US surged 18% year-on-year in 2017, reaching $36 billion, according to The NPD Group and Entertainment Software Association. Microtransactions were one lucrative source for developers, including on mobile devices.
As marketing teams increasingly use influencers, it's important to avoid messages seeming inauthentic, Holly Pavlika writes. A number of mistakes are covered, which include using stock photography, not letting an influencer personalize each post and failing to do proper research before hiring an influencer.
There are a number of takeaways marketers can glean from the latest blockchain craze, CryptoKitties, Shapr's Mandy Menaker writes. Understandable technology, simple language, testing the product to get feedback and being flexible have all contributed to CrytoKitties' success, Menaker explains.
Snapchat is boosting investment in app install tech, enabling advertisers to monitor the in-app behavior of users who install their apps via the platform and direct users via links to specific areas within apps. "There's an appetite for app discovery on Snapchat, and our team has doubled down on building tools for those advertisers," says Snap's Peter Sellis.
The Interactive Advertising Bureau has published a glossary to help marketers gain a better understanding of digital out-of-home advertising. The publication outlines common terms relating to audience targeting, measurement, impressions and creative specifications.
The Trustworthy Accountability Group has announced that publishers must adopt the IAB's ads.txt initiative to receive the group's "certified against fraud" stamp of approval. TAG's stance follows in the footsteps of Google, which said in September that it would no longer work with publishers who don't use ads.txt.
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