An Ignoble Experiment: Google prepares to test FLoC replacement

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

January 26, 2022

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The Big Story

How brands tap social to engage Super Bowl fans

Brands are expanding social media efforts to complement Super Bowl spots by including web3 integrations such as Avocados from Mexico, which is hosting a digital experience on MikMak where consumers can take selfies with retired NFL quarterback Drew Brees, access guacamole recipes and buy avocados. TUMS is reprising its #TUMSworthyBigGameTrivia game with a Twitter livestream competition, while Miller Lite is hosting a virtual bar in Decentraland.

Full Story: Campaign US (tiered subscription model) (1/25)

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Connecting & Collaborating

Opinion: 3 ways to spark consumer trust

Brands seeking to enhance engagement and build trust among consumers should monitor brand-related conversations, the level of content sharing and brand recommendations, and time, such as on audio apps, writes marketing strategist Devon Smith. Smith details examples of each and adds that "metrics such as conversation, sharing and time spent will remain key performance indicators to measure success."

Full Story: Ad Age (tiered subscription model) (1/25)

5 ways marketers can deliver the best hybrid events

(Unsplash)

Hybrid events are here to stay and marketers need to adopt a specialized approach to engage both virtual and in-person audiences, Ambreen Ali writes. Some of the strategies Ali recommends include incorporating interactive experiences for virtual attendees, using data to personalize certain aspects of the event and coaching presenters on how to engage with audiences virtually.

Full Story: SmartBrief/Marketing (1/26)

Opinion: AI, 5G helping drive mobile experiences

Mobile marketing experts predict improved location-based technology and artificial intelligence capabilities will improve the smartphone user experience, and 5G will drive the app economy, immersive interactions and adoption of nonfungible tokens and the metaverse. App Annie's Lexi Sydow also points to the gradual rise in "super apps" that will include expanded services such as TikTok's shoppable livestreams.

Full Story: Forbes (tiered subscription model) (1/25)

Marketer Moments

Mekanism, OKCupid celebrate "every single pro-choicer"

Mekanism's latest work for OKCupid's "Every Single Person" campaign features an out-of-home ad supporting reproductive rights with the copy "every single pro-choicer" and enables the platform's users to display a "pro-choice" badge on their dating profile. The brand also is giving $1 to GLAAD for each of the 10,900 likes received by a viral video showing people on a New York subway tear down the campaign's previous work and is donating $2, up to $25,000, to the nonprofit for every like of a new Instagram post.

Full Story: Ad Age (tiered subscription model) (1/25), Adweek (1/25)

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Platform News

Google prepares to test FLoC replacement

(Google Chrome/YouTube)

Google will soon roll out a developer test of Topics, a replacement for its Federated Learning of Cohorts aimed at replacing tracking cookies in Chrome. Topics is an interest-based approach built around consumers' recent browsing history that groups interests within roughly 300 subjects that combine IAB's Content Taxonomy V2 and Google's own taxonomy.

Full Story: Search Engine Land (1/25), Ad Age (tiered subscription model) (1/25), TechCrunch (tiered subscription model) (1/25)

YouTube outlines creator growth plans, milestones

YouTube plans to enhance creator monetization this year with its Shorts creation fund, expanded Shorts remixing capabilities, live shopping features and technologies such as nonfungible tokens, leader Susan Wojcicki stated in a posted letter. Wojcicki also reported that YouTube channels earning at least $10,000 annually rose 40% between 2020 and 2021, and that views from policy-violating content dropped 70% from the 2017 rate.

Full Story: Ad Age (tiered subscription model) (1/25), Variety (1/25), TechCrunch (tiered subscription model) (1/25)

New Twitter ad tools designed to help with site traffic
MediaPost Communications (free registration) (1/25)

TikTok gives brands quick-loading mobile pages
Social Media Today (1/25)

Measurement Matters

Study: Americans, especially Gen Z, like virtual shopping

Seven in 10 Americans who have visited a 3D virtual store made a purchase and 33% would be keen to buy virtual or real items in branded environments in the metaverse, according to an Obsess study. In addition, almost 75% of Generation Z shoppers have purchased a digital item while playing a video game and 60% want to buy from brands in the metaverse.

Full Story: VentureBeat (1/25), The Drum (free registration) (1/25)

Social Shareable

McDonald's goes viral with cryptocurrency tweet

(McDonald's/Twitter)

McDonald's responded to a $130 billion drop in the cryptocurrency market with a viral tweet that asked, "how are you doing people who run crypto twitter accounts." The tweet attracted more than 130,000 likes and responses from brands and prominent people, including Elon Musk's tweet: "I will eat a happy meal on tv if @McDonalds accepts Dogecoin."

Full Story: Ad Age (tiered subscription model) (1/25)

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