This week, we discussed how 53% of consumers think Brands are not as transparent and 63% agree they trust what influencers say about brands more than what brands say about themselves. DV360 is coming out with two new rich media, the Swirl (3D display ad) and extended YouTube Live streams. Spotify announced that advertisers can now target Spotify Free podcast listeners by topic categories, including lifestyle and health, business and technology, and comedy. The U.S. Women’s National Team’s 13-0 win over Thailand dominated Twitter during the group stage of FIFA Women’s World Cup France 2019. Facebook just unveiled AI Habitat — a simulation platform designed to train “embodied agents” like virtual robots in photo-realistic 3D environments. Despite large spend on promotional effort, TV providers are not focused on the product side said missed opportunity.
In the Sensei’s Corner later, Sanarr McLaughlin and Helene Parker continues the conversation on Behind the Number episode and Adage article on Diversity and Inclusion in part II of the interview.
Sanarr McLaughlin is an aspiring entrepreneur and expert digital marketer with over 15 years of experience across many channels (display, social, affiliate, search, email) and verticals (retail, education, entertainment, hospitality, finance, personal services). She is the Co-host of The Brand Equation Podcast.
Her core strengths include strategy development, designing business operation models, spearheading collaborative projects, implementing new technologies and managing people (a.k.a. helping people love what they do and do what they love). She has an amazing soul and here are a few words to describe her personality: ambitious Aries, fireball, leader, driven, friendly, party girl, and yet, an old lady who loves naps.
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“Brand marketers must back their promises with real actions, otherwise they will be called out for “trust-washing,” according to the 2019 Edelman Trust Barometer, unveiled at Cannes” says Larissa Faw in Media Post article Consumers accuse Brands of Trustwashing
Here are a few things that stood out to me from the article specifically from Amanda Glasgow, Global Head at Edelman’s Brand practice:
- 53% of consumers say brands are not as transparent about commitment to society.
- One in three admit they trust “most” of the brands they purchase.
- Three in four actively avoid advertising, a ten-point increase in Ad Blockers from last year
- 41% do not view the information contained in Ads as accurate and truthful
- 63% agree they trust what influencers say about brands more than what brands say about themselves
- 53% say every brand has a responsibility to get involved in at least one social issue outside of their line of business
- 56% of consumers says too many brands use societal issues as a marketing ploy to sell more of their product
First, we’re getting the Swirl, a display ad format incorporating 3D assets where users can rotate a 3D object and zoom in and out within the ad, especially with a new editor coming to Google’s 3D platform Poly, marketers can edit and build 3D assets for these display ads. Guerlain is among the brands in the beta test.
Secondly, Extending YouTube live streams is coming our way. It’s a live stream format allowing brands to extend the reach of branded live stream content from YouTube to native display ads using a new template in Google Web Designer. The ad units feature standard YouTube controls for watching, pausing and sharing.
In MediaPost article from Karlene Lukovitz , “Spotify has announced that advertisers can now opt to target Spotify Free podcast listeners by topic categories, including lifestyle and health, business and technology, and comedy.
The option, which has been tested by brands including Samsung and 3M, is now being rolled out in the United States, Canada, Mexico, Brazil, the United Kingdom, France, Germany, Italy, Spain, and Australia. Previously, advertisers could target Spotify Free users by age, gender, some geolocation options (such as country, state, DMA), listening platform (desktop, Android, iOS), music genre or music playlists. “
Twitter is in the news but on a positive note with an article in AdWeek from David Cohen: 13 reasons why the US women’s national team was the talk of Twitter.
You guessed it, The U.S. Women’s National Team’s 13-0 win over Thailand dominated Twitter during the group stage of FIFA Women’s World Cup France 2019. Quoting directly from the article, Here are the most-tweeted-about moments:
- Cristiane completes the hat trick with her third goal of the match to give Brazil a 3-0 lead over Jamaica
- Cristiane scores a goal in the 38th minute to give Brazil a 2-0 lead over Australia
- Carli Lloyd scores a goal in stoppage time to give the U.S. a 13-0 lead over Thailand
- Marta Vieira da Silva scores her 17th career World Cup goal to become the leading goal scorer in both men’s or women’s World Cup history
- Mallory Pugh scores a goal in the 84th minute to give the U.S. an 11-0 lead over Thailand
Facebook just unveiled AI Habitat — a simulation platform designed to train “embodied agents” like virtual robots in photo-realistic 3D environments.
For Facebook, the platform represents a significant endorsement of “embodied AI,” which uses interactive environments to ground systems’ training in the real world, rather than relying on static data sets.
In the not-too-distant future, the approach could help AI-assisted robots respond to an owner’s request to “grab my phone from the desk upstairs,” or help a visually impaired person navigate an unfamiliar subway system. Looking into the future, Facebook sees itself pairing photo-realistic virtual environments with equally realistic avatars to create what it calls a “true social presence.” quoting Gavin O’Malley directly from MediaPost article.
Dan Hurwitz explains in MarketingLand article that TV providers have always focused on content which is safe to assume why they’ve been investing tens of billions of dollars on programming annually and streaming services have spent $191 million so far this year promoting themselves with Amazon, Hulu, Sling TV, and Netflix. In a cord-cutting and subscription world, especially given the rise of mobile viewership, Ad budget solely promoting content is a missed opportunity. Collaboration between the product and marketing teams rarely happens, says Hurwitz.
- Unified marketing and product teams
- Unique features and UI
- Compete against other mobile apps
- Why Diversity and Inclusion Matters as Programmatic Ninjas with Sanarr McLaughlin – Part II
Sensei’s Corner Guest: Sanarr McLaughlin, Co-host of The Brand Equation
In our next segment, we continue our conversation with Sanarr McLaughlin in the Sensei’s Corner to discuss articles on Diversity and Inclusion in part II of the interview episode.
Interview Article # 1:
Paul Verner was hosting the eMarketers Podcast “Behind the numbers” on behalf of Marques Jonhson, and couples weeks ago published an episode where they dissected Why diversity and Inclusion Mattered with guest host Christine Annene and Mayte Espinal.
Interview Article # 2:
Adage A Seat At The TV’s Table, Five female ad sales executives on the long, hard road to the top.