An Ignoble Experiment: Video helps thought leaders resonate with audience

Created for ignoble.experiment@arconati.us | Marketing manager at Amex

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April 27, 2021

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The Big Story

Social audio: A more interactive version of podcasts?

Podcast advertisers such as Mailchimp and SimpliSafe are taking a tentative approach to social audio platforms as they await more consumer adoption, a broader demographic makeup, brand safety assurances and ad measurement capabilities. Veritone One's Hilary Ross sees social audio as an evolution of podcasts and a channel to increase listener engagement, noting, "The podcasting industry, which has traditionally been a one-way medium between host and listener, will now provide audiences the opportunity to engage with their favorite hosts by leveraging social audio."

Full Story: Adweek (4/26)

	Communication for the Digital Age Drexel University's online MS in Strategic and Digital Communication focuses on strategic, digital, and social media communication to make sure you're at the forefront of content delivery, especially in the digital space. With this highly customizable degree, you'll graduate with the skills you need to succeed in this ever-evolving field.

Connecting & Collaborating

Lessons from China in the art of social commerce

(Hector Retamal/AFP)

The popularity of social commerce in China offers key lessons for marketers as the strategy takes off in the US, writes Azoya International's Franklin Chu. Chu examines how brands including Chanel, Hermes, Gucci and Dior are successfully using China's social commerce platforms and notes, "As more than a sales channel, livestreaming gives brands deep, direct, real-time communications with customers, which can profoundly influence what they buy."

Full Story: SmartBrief/Marketing (4/26)

Video helps thought leaders resonate with audience

(Pixabay)

Video marketing is a good tool for thought leaders and can include vlogs, subject-matter interviews, presentations and discussions with team members. Video creates a stronger connection with an audience over printed text and is easier to digest.

Full Story: Business 2 Community (4/25)

	CTV: The Independent Agency Opportunity Connected TV could be the competitive advantage you're missing, as it can reach more than 90% of U.S. adults in an innovative, yet familiar format. Like any channel you add to your digital strategy, there are best practices for leveraging this medium in order to position yourself for success. Get the report.

Marketer Moments

NBA expands marketing playbook with Reddit partnership

The NBA has struck a deal with Reddit to launch unique content on the social platform with a series of Ask Me Anything sessions, beginning with a chat with Boston Celtics forward and NBA All-Star Jayson Tatum that was presented by Ruffles, the league's official chip. The NBA will also be sharing custom highlights and Women's NBA content with the r/NBA community of more than 3.9 million members.

Full Story: Adweek (4/26), Social Media Today (4/26)

	Digital Advertising: These brands made big gains in 2020 Now that 2020 has come to a close (phew), our annual Rookie of the Year award names the biggest movers in digital advertising last year across streaming, direct-to-consumer (D2C) and more, and bids adieu to our biggest loser (RIP Quibi). Read the report now.

Platform News

Facebook rolls out Spotify music, ad integration

Facebook and Spotify are rolling out their recently announced Project Boombox integration with a "miniplayer" experience that enables Facebook users in the US and 26 other markets to stream music and post tracks or podcast episodes within their newsfeeds. In-app music streamers also will hear Spotify ads that are delivered without any particular targeting.

Full Story: TechCrunch (tiered subscription model) (4/26), The Verge (4/26)

Snap pays $7.6M for 3D startup Pixel8earth

Pixel8earth, a startup working on 3D mapping, has been acquired by Snap in a $7.6 million deal. Four employees from Pixel8earth will join the team at Snap to help expand its location-based augmented reality experiences.

Full Story: TechCrunch (tiered subscription model) (4/26), Social Media Today (4/26), Adweek (4/26)

Measurement Matters

Study: Challenges of measuring B2B content performance

Some 57% of business-to-business marketers find measuring content marketing moderately difficult and say the top three challenges are determining return on investment, limited budgets and inadequate data, according to a study by Ascend2 Research and KoMarketing. B2B marketers say the most important strategic element of content measurement is establishing a reliable process or strategy, and the top metrics used are conversion rates, website traffic and social media engagement.

Full Story: MediaPost Communications (free registration) (4/26)

Social Shareable

Farmer takes to TikTok to air H-2A frustrations

A TikTok video created by Shay Myers, general manager of Owyhee Produce in Oregon, aired his frustration over the lack of farm labor that could leave as much as 350,000 pounds of asparagus to rot in the field. Myers attracted upwards of 3 million views to the video, which took the federal government to task over glitches and delays in the H-2A guest worker program.

Full Story: The Packer (Lenexa, Kan.) (4/23)

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