(Source: Digiday) The launch of Instagram’s IGTV has brought out the early adopter marketers. Companies like Chipotle, Nike, Netflix, Warby Parker, Trader Joe’s, Everlane and Gucci are testing IGTV with content ranging from silly one-offs to interviews with influencers. IGTV, a long-form video section within Instagram as well as its own stand-alone app, is Instagram’s jab at YouTube and comes five years after the launch of Instagram video. It allows any user to set up their o

(Source: The DRUM) The updates include responsive search ads, YouTube tools to measure brand lift and optimization geared to drive in-store visits Ahead of today’s scheduled Google Marketing Live keynote, and just weeks after the rebrand of its advertising tool suite, the online advertising giant has unveiled a host of product updates. These include: responsive search ad formats powered by machine learning; YouTube tools which can better measure marketer’s branding KPIs; plus

(Source: The DRUM) Until recently, shopping on social media typically meant being redirected to a traditional e-commerce website. Online shopping is big business, and stronger integration with social could further propel success. It is not hard to love online shopping: it’s quick, convenient and infinitely more peaceful than braving a crowded mall. Indeed, online shoppers worldwide spent US$15trn in 2017, and that figure is set to grow further in 2018, according to the Hootsu

(Source: Double-Click Advertising Blog) We are excited to announce that audio ads are now available to all DoubleClick Bid Manager customers globally. As one of the most immersive and accessible mediums, audio offers exciting new terrain for brands to reach an engaged audience. It’s estimated that in 2018 1.2B people will use music streaming services globally1. Bid Manager now offers you the tools you need to reach this massive audience across a number of the most popular

(Source: AdAge) Taglines have been a hallmark of beer advertising for decades. Some of the classic ones, like "Great Taste, Less Filling," "This Bud's For You" and "Head for the Mountains of Busch," endure even when they aren't actively used in ads. But Heineken USA with its newest campaign is putting an end to the practice of concocting a pithy phrase to sell suds, believing that the practice has gone staler than last week's beer. The brewer conducted consumer research on th

(Source: 數位時代) 有些基本功沒做好，就不能一味怪罪Facebook演算法了。 Facebook平均每一到三個月就改一次演算法，觸及率近來更是不忍卒睹，但為什麼有的粉絲團還是活得好好、你下的廣告卻往往石沉大海？ 當社群紅利時代過去，該做的其實是回到基本功。在Facebook上，用戶對有興趣的內容平均只給3～5秒的注意力，能不能在這3秒內吸引用戶，就成了社群經營的蹲馬步。 只要有人社群顧問創意總監洪資皓（Ryan Hong），今（6/6）日在Facebook精準行銷術的課堂上分享社群素材設計的各種眉角！ 社群素材設計3大誤區 紙本素材轉檔直貼 用戶看不懂的，就不會看了！ 很多人習慣將海報、雜誌等紙本內容直接轉檔放上網路，通常會產生文字過小、排版錯誤、閱讀困難等問題，尤其解析度不夠，還會讓文字產生毛邊等，太細、太小的字在數位螢幕上都會造成閱讀的不舒適。 要在極短時間抓住讀者注意力，就要適時裁減內容，例如雜誌內容轉成社群圖片，只要抓出一個可以吸引讀者的畫面輔以標題就可以了。此外，還要針對不同螢幕去調整設計，重新排版、調整文字比例等。 重點太多

(Source: Medium.com) At Code Conference every year, KPCB’s Mary Meeker delivers her Internet Trends Report — a State of the Union for the tech industry. Since software has eaten the world, the report also covers the current socio-economic trendsextensively. For the best part, it comes packed with data and numbers sprinkled over 250+ slides. Here’s everything you can learn from this year’s report summed up in 12 minutes or less. “2018 Internet Trends by Mary Meeker” by Anant J

(Source: Ad exchange) Google on Tuesday revealed two products at Google I/O designed to drive app downloads. The first is the ability to show app content in an ad. The second, for game developers, is called Google Play Instant and gives consumers the ability to try the game in an ad unit before downloading it. Read the blog post. The products are both in beta for Universal App Campaigns, which promote apps across all Google properties. They will become generally availability

(Source: THE DRUM) When Lazada first entered the ecommerce space in Singapore six years ago, most of the online selling in the country was focused on cheap deals and non-transparent fulfilment. So, it took on the challenge of showing Singaporeans that online retail can be a trustworthy alternative from offline retail, for all types of shopping. Six years on, as the Alibaba-owned platform celebrates its anniversary, Erik Ligtenberg, deputy chief executive officer at Lazada Sin

(Source: The DRUM) There is no doubt that television has seen disruption over the last few years. Second screen viewing is growing, and traditional cable and network TV are getting squeezed by paid streaming services. This has altered the way television advertising is being approached, both by viewers creative agencies. Many have already called the 30-second spot dead, and the younger generations don’t even think about traditional TV ads versus digital. But new forms of ads —

(文章轉載：tech.china.com） 近日，全球最大的獨立移動廣告平台InMobi發佈了《2018中國移動APP程序化視頻廣告白皮書》，對移動APP程序化視頻廣告在中國的現狀及發展趨勢作了詳盡解讀，並對於如何做好程序化視頻廣告，使廣告主實現高效的投放，提出了關鍵的洞察。 眾所周知，移動屏幕已經是當下的主流。據數據顯示，僅僅在5年前，中國成年人花費在桌面端的數字媒體時間還是移動端的2倍，而現在，情況已經反轉，他們花費在移動端的時間更多了。到2017年，中國成年人平均每天花費在智能手機上的時間已達到1小時38分鐘。據eMarketer預測，到2019年，中國成年人平均每天花費在智能手機上的時間將達到2小時9分鐘，僅僅比平均花費在電視上的時間少25分鐘。在中國，傳統媒體近幾年整體上已漸漸失去了消費者的關注，電視在數字媒體的衝擊下，將繼續面臨用戶使用時間的流失。 這種轉變對於移動視頻廣告的發展來說，起到了極大的促進作用。程序化廣告購買者也能通過擁抱專為移動設備和移動用戶習慣而打造的視頻廣告，達到優異的投放效果。移動視頻廣告程序化已然成為了一種趨勢。

(Source: marketing-interactive.com) According to a 2017 study by Kantar Millward Brown titled “Getting Media Right”, which surveyed 330 leaders from advertisers, agencies and media companies worldwide, channels that can be easily measured or demonstrate ROI (63%) ranked third as the most influential factor when it came to media budget allocation. Viewability, however, one of the metrics integral to media buying and measuring the effectiveness of an ad on various channels, was

(Source: whatsnewinpublishing.com) AOP and Deloitte reveal UK publishers’ total digital revenue has increased 5.6% on a 12-month rolling basis to December 2017, largely driven by display advertising. Findings from the latest Digital Publishers Revenue Index (DPRI), a quarterly report on UK publishing from the Association for Online Publishing (AOP) and Deloitte, reveals publishers experienced a 5.6% growth in total digital revenue in 2017 compared to 2016, rising to £365.5m.

(Source: whatsnewinpublishing.com) The issues with ad viewability are well-documented. Research regularly pops up which more often than not unearths cases of fraud, bots and misleading reporting, with the latest results putting display viewability rates at just under 50%. However, many of these studies combine desktop and mobile ad viewability under one umbrella, meaning that opportunities are being missed by brands and publishers to take advantage of the different behaviours

(Source: marketing-interactive) Advertisers will spend approximately 40.2% of their budgets on online advertising in 2018, compared to 37.6% in last year. By 2020, online advertising is expected to account for 44.6% of global ad spend. This comes amidst growing industry speculation about digital advertising budget cuts, and is part of the wider process of digital transformation, according to Zenith’s latest Advertising Expenditure Forecasts report. It combined six independent

(Source: DIGIDAY) The line between programmatic and other types of advertising has blurred to the point that The New York Times has erased the one between its programmatic and direct sales teams. The New York Times quietly folded its programmatic sales team into its overall sales organization in December as part of a broader, publicly announced reorganization, a company spokesperson confirmed. The Times had originally formed its programmatic sales team in April 2013 and inten

(Source: marketing-interactive) Mozilla has hit pause on Facebook advertising, and declared it will not consider returning until Facebook “takes stronger action” on how it shares customer data. This includes strengthening its default privacy settings for third part apps. The move follows Facebook’s recent user data debacle involving UK-based data analytics firm Cambridge Analytica. This was addressed and acknowledged in a blog post written by Denelle Dixon, chief business and

(Source: Campaign) Armed with the ability to target ads to voice-activated devices, more than two-thirds (68%) of advertisers plan to create ads specifically for these gadgets in the coming year. A survey of 232 media agency and brand-side executives by MTM has found that 79% of advertisers and agencies believe reaching audiences through voice-activated devices in the next 12 months is key. According to Global's digital audio exchange, DAX, who commissioned the study, brands

(Source: Adweek) Google says it removed 3.2 billion ads last year. | Getty Images Each year, Google releases a report detailing how many ads it blocked, cleaned and filtered from its digital pipes. The annual report offers both a major sampling of what bots and other bad-actor buyers try to use platforms, and showcases Google’s own efforts in maintaining its marketplace. According to the 2017 report released today, Google says it removed 3.2 billion ads from its platforms in

(文章轉載：shoppingdesign.com.tw) 國外長期關注視覺相關設計的網站 Mindsparkle Mag 列出了一份 2018 設計趨勢清單，這 20 個設計包含了他們認為很有潛力在今年成為一股新趨勢者，以及已經很常見、且會越來越熱門的。 #1 3D 靜物場景 近年來已有越來越多 3D 靜物場景設計，代表性的3D藝術家如：MVSM、Peter Tarka，Mindsparkle Mag 預測，今年 3D 靜物場境會越來越受歡迎，特別是在企業的logo及產品展示結合的項目中。 Project: Squarespace stillife Author: MVSM image by MVSM #2 更多 AR 設計 擴增實境（Augmented Reality，簡稱AR）不只是在遊戲、影片或App中受注目，在設計上也有很值得期待的前景，特別是對移動設備來說。像是 DIA Studio 所做的，把互動性的3D字型運用在日常生活場景中。 image by 螢幕截圖自DIA網站 #3 更多 3D 字型 今年 3D 字型運用會變得越來越流行，