YouTube touts its 6-second mobile ads at Sundance

Snapchat, Oracle let advertisers target ads with offline data | Why authenticity is key to engaging Gen Z | Vitamin Shoppe turns its focus to mobile
Created for ignoble.experiment@arconati.us |  Web Version
January 20, 2017
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The Big Story
Snapchat, Oracle let advertisers target ads with offline data
A Kia logo
(Mandel Ngan/AFP/Getty Images)
Snapchat is teaming up with Oracle Data Cloud to let advertisers target its consumers with more relevant ads by using offline data such as store sales and information from loyalty programs. The Honest Co., Kia and STX Entertainment are trialing the new ad capabilities, which follow closely in the footsteps of Google and Facebook.
Mashable (1/19),  The Wall Street Journal (tiered subscription model) (1/19),  Marketing Land (1/19) 
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Connecting & Collaborating
Why authenticity is key to engaging Gen Z
PMX Agency's Roy DeYoung explains what marketers need to know about Generation Z, including its propensity to visit brick-and-mortar stores and share that experience on social media. The generation comprises digitally savvy consumers who care about social issues, extensively research brands and don't hesitate to share what they find on social media.
MediaPost Communications (1/19) 
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Marketer Moments
Vitamin Shoppe turns its focus to mobile
Vitamin Shoppe is gradually incorporating mobile into its operations, with such efforts as testing a new app focused on consumer education, adding a mobile site and integrating social media. The retailer has used Facebook Live to showcase services like its in-store health experts and has equipped its employees with mobile devices that allow them easy access to product information.
MobileCommerceDaily.com (1/19) 
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Nintendo takes viral top place on YouTube, Twitter, Tumblr
Nintendo has the top viral spot this week on Tumblr, Twitter and YouTube, touting video games "Arms," "The Legend of Zelda: Breath of the Wild" and "Super Mario Odyssey." The NFL has the most viral post on Facebook, and Victoria's Secret is the winner on Instagram.
Advertising Age (1/19) 
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Platform News
YouTube touts its 6-second mobile ads at Sundance
YouTube is showcasing 10 six-second films at the Sundance Film Festival to demonstrate the power of its short-form mobile video ads. Five of the shorts were created by Leo Burnett, Droga5, BBDO, Mother and TBWA, with the rest produced by emerging filmmakers.
Adweek (1/19) 
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FilterPop encourages Snapchat users to buy brand Geofilters
FilterPop has secured investment from Science, which has launched hits such as Dollar Shave Club, to create a marketplace for designers to sell their Snapchat Geofilters. Fans of a brand can buy designs and launch them where they think friends will see them, so "fans not only pay for the ads, but actually pay the brand to launch Snapchat ads for them," founder Alex Kehr said.
Adweek (1/19) 
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Measurement Matters
Survey: Some advertisers to review Facebook metrics
Half of advertisers won't be investing this year in digital platforms they find risky, and controversy surrounding Facebook's metrics is prompting 40% of survey respondents to conduct third-party investigations into the platform's ad delivery and audience, according to Advertiser Perceptions. Thirty-six percent of respondents plan to invest more with Google rather than Facebook, compared with 8% who plan to spend more on Facebook but not Google.
Advertising Age (1/19) 
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Social Shareable
Skittles, icy road, cattle bring mixed reaction on Facebook
Skittles takes top spot among non-chocolate candy, data shows
(Otto Greule Jr./Getty Images)
An icy road in Dodge County, Wis., became safer for drivers when hundreds of thousands of spilled red Skittles improved traction. The Sheriff's Office posted on Facebook that the rejected candy was being transported to feed cattle, outraging some social commentators but humoring others, with one person writing "Strawberry skittles = Strawberry milk."
CNN (1/19) 
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It's not that [Generation Z] invented these disruptors of the economy, but they are the first generation to totally embrace them.
Roy DeYoung, senior vice president of creative strategy at PMX Agency, as quoted by MediaPost Communications
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 Andy Sernovitz, Editor at Large
Andy Sernovitz builds organizations that help people help each other. His company, GasPedal, builds peer-to-peer communities for people leading meaningful change at the world’s biggest companies, including SocialMedia.org and SocialMedia.org Health. He wrote the best-selling book Word of Mouth Marketing that teaches you how to earn the respect and recommendation of your customers.
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