An Ignoble Experiment: Puppies' popularity puts the focus on canine influencers

Which influencer marketing model is right for your brand? | Social media expert talks brand building, tone | Puppies' popularity puts the focus on canine influencers

Created for ignoble.experiment@arconati.us | Web Version

July 28, 2020

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The Big Story

Which influencer marketing model is right for your brand?

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Impact's Molly Doyle Young describes five influencer marketing models based on brand awareness, microinfluencers, performance, content creation or affiliate networks. She explains how marketers should select particular models to deliver return on investment for specific business goals.

Full Story: ClickZ (7/28)

	The word's out: partnerships are bigger than paid search The partnership channel quietly overtook paid search as the primary revenue driver at many organizations, contributing 30+% to overall company revenue. Learn how in this data-rich look at the upward trajectory of partnerships as a revenue engine. Get the report

Connecting & Collaborating

Social media expert talks brand building, tone

Former Intercontinental Exchange social media chief Matt Kobach talks in this video interview about brand building and giving social users a reason to follow your brand by leaning in to what makes your company unique. He discusses his favorite brand social accounts, developing brand tone and building social communities.

Full Story: Adweek (tiered subscription model) (7/27)

Puppies' popularity puts the focus on canine influencers

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A new pack of dog influencers has won flocks of followers on Instagram amid the pandemic-era puppy boom and a surge in social media use. Instagram posts mentioning puppies rose 38% in late March, according to the social-monitoring tool CrowdTangle, with dog posts rising 11% and cat posts up 9%.

Full Story: Bloomberg (tiered subscription model) (7/24)

Q2 report: Boycott, protests drive social roller coaster ride

Social platforms got off to a robust second-quarter start with increasing ad spending, cost per click and CPMs as the world began pulling out of the pandemic. However, by mid-June, those numbers quickly descended amid the social ad boycott and protests and are back to normalized numbers, according to Socialbakers research. Other details from the report include the surge in video posts, platform engagement comparisons and the rise in brand podcasts.

Full Story: Adweek (tiered subscription model) (7/27)

	Marketing technology reimagined. With tools that lessen the burden of repetitive tasks and connect all aspects of your marketing in one place, we free you up to spend more time doing what really matters. Thinking bigger, and being a marketer.

Marketer Moments

GS&P creatives call out brand diversity on Instagram

Goodby Silverstein & Partners' Eleanor Rask and Trevor Joplin created a side project on Instagram titled "True Colors," which features redesigned brand logos, such as those of Nike and Lyft, based on the whiteness of their corporate leadership. "So many brands are speaking out, saying that Black lives matter," says Rask, adding, "So we decided to do some research to see if brands can walk the talk."

Full Story: Adweek (tiered subscription model) (7/27)

DSW attracts 732M TikTok views with "#TooManyShoes"

Designer Shoe Warehouse's debut TikTok challenge, "#TooManyShoes," has attracted more than 732 million views and encourages users to submit videos showcasing their footwear to win a closet's worth of shoes. The challenge is being promoted with the help of five TikTok influencers and features an original song from Julian Xtra and hip-hop singer Devmo.

Full Story: Mobile Marketer (7/27)

	[RFP Template] How to Choose a TCMA Vendor Choosing a partner doesn't have to be overwhelming. Consolidation and integration are key. Our RFP template guides you through every step.

Featured Content

Sponsored content from Expedia Media Solutions

Welcome Vrbo: Reach a new and valuable audience

From family and group houses to condos, cabins and cottages, Vrbo is a true household brand name. As one of the only major vacation rental platforms to offer advertising opportunities, Vrbo helps hotel, air, car rental, financial services, consumer goods and more brands connect with a highly engaged and motivated audience of travel shoppers. Find out why marketers are loving Vrbo.

Explore how marketers are planning for recovery

As we look toward recovery, travel industry leaders are exploring ways marketers can adjust to the new set of challenges and opportunities that we are all facing. US consumers are considering traveling again; using key data points to understand what travel shoppers are thinking and how they are booking can help you create impactful ads, tailored to what resonates with consumers now. Explore how marketers are planning for recovery.

Platform News

Twitter battles ongoing security issues

Twitter CEO Jack Dorsey recently told investors that the platform "fell behind, both in our protections against social engineering of our employees and restrictions on our internal tools" amid a recent event in which hackers duped employees into giving them access to celebrity accounts. Former employees reportedly alerted executives about security concerns, but a Twitter spokesperson says the social platform provides substantial training and has tools to "stay ahead of threats as they evolve."

Full Story: Ad Age (tiered subscription model)/Bloomberg (7/27)

Trump administration seeks tougher rules on social media platforms
MediaPost Communications (7/27)

	Coronavirus IMPACT report: Global Digital Advertising Market This global impact study examines how the ongoing COVID-19 pandemic has affected digital advertising strategies, messaging, and spend across North America and Europe. Get the report.

Measurement Matters

Gartner looks at emerging trends to peak within the decade

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Digital marketers are most likely to be affected by technology changes related to ad blocking, advanced supply-side bidding, ad verification, brand safety and identity resolution, according to Gartner's Hype Cycle for Digital Advertising 2020 report. The research firm also predicts the various technologies that will peak within the two, five and 10 years, such as shoppable media (two years), generative artificial intelligence (five years) and data clean rooms (10 years).

Full Story: MediaPost Communications (7/27)

Study: How Americans feel about face masks in ads
Marketing Dive (7/27)

	Unite Remote and Onsite Teams The new ClickShare Conference connects wirelessly to your video conferencing equipment and meeting room display for more immersive and engaging meetings. In less than 7 seconds, your team is all connected and ready to collaborate. Absolutely no one makes conferencing easier or more intuitive. Great things happen when people click.

Social Shareable

Ryan Reynolds offers $5K reward for return of teddy bear

Reynolds (Astrid Stawiarz/Getty Images)

Ryan Reynolds responded to a tweet asking social users to be on the lookout for a stolen teddy bear in Vancouver by offering a $5,000 reward for its safe return. The teddy bear belongs to a woman called Mara whose mom passed away last year but whose voice lives on inside the toy and says, when it is squeezed, "I love you I'm proud of you, I'll always be with you."

Full Story: TIME online (7/27)