Ogilvy, Amnesty use real-time social to tell refugee stories
Facebook invests in metrics, including TV comparisons | Retailers take advantage of sharing economy | Ogilvy, Amnesty use real-time social to tell refugee stories
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Facebook has created a digital portal to let marketers compare the performance of their ads on the platform with those on other channels such as TV and print. The company has extended collaborations with Nielsen and comScore and recently partnered with DoubleVerify to improve viewability measurement across its platforms, including Instagram video.
GeoMarketing's Lauryn Chamberlain lays out ways the sharing economy presents opportunities for brick-and-mortar businesses. For example, Frye has partnered with ride-sharing company Via to provide customers a ride to the store and a discount to shop.
Ogilvy & Mather London has created a social campaign for Amnesty International to raise awareness of the refugee crisis in Kenya and Lebanon. The #TakeAction campaign responds to tweets about refugees in real time, showing videos that tell stories of individuals affected by the crisis and urging people to lend their name to a global petition to support the rights of refugees.
Lego has created a social app for kids younger than 13 called Lego Life, which provides a safe space to share photos of creations, follow users and chat with other enthusiasts. The app also provides advertising space for Lego products and lets users follow characters such as Lego Batman.
Facebook is developing a video app for set-top boxes, including Apple TV, in its video-first push, sources say. The app will reportedly feature Facebook's premium original content, and the company will generate revenue through advertising sold against that content.
Snapchat has revealed an updated ad platform, enlisting tech partners such as Kenshoo from Facebook's own marketing partner program. And on its mobile app, the platform has also rolled out Snapcodes, which let iPhone users open web pages via QR-type codes; the brand is also offering in-app analytics for codes that have surpassed 100 scans.
Around 11% of global internet users have employed ad-blocking technology, the equivalent of more than 600 million devices and a 30% increase from the year before, per PageFair. Use of the technology has increased particularly in developing nations, such as Indonesia, where two-thirds of online users now block ads; PageFair's Sean Blanchfield expects the "same trend to blindside" Western countries soon.
This week's trending YouTube spots include a video showing a spaceshiplike sculpture in Denmark, which has garnered more than 415,000 views, and footage from the Screen Actors Guild Awards showing Winona Ryder's facial expressions, which has attracted more than 362,000 views. A puppy playing with a toy pig has been viewed more than 300,000 times.
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It's impossible to predict the order in which the sharing economy will disrupt industries; the only certainty is that it will.
Lauryn Chamberlain, associate editor at GeoMarketing, as quoted by SmartBrief/Marketing
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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