Facebook has announced that it's introducing new methodology early next year to include only viewable impressions in Pages' organic reach counts. Also, the platform has unveiled new tools for video creators: a new Sound Collection hub to add high-quality audio to video and a 360 Community Page, which features tutorials and advice on creating 360-degree video.
US companies will end up spending just over $10 billion this year on third-party data to glean audience insights and a similar sum on putting those insights to work, according to the Winterberry Group, the Interactive Advertising Bureau and the Data & Marketing Association. The single largest sum, $3.53 billion, will be spent on omnichannel data.
Bacardi launched its politically-tinged "Forever Cuban" ad campaign last week for the Puerto Rico-distilled rum brand Havana Club, sporting the tagline "Forced from home. Aged in exile." Rival Pernod Ricard, which produces rum under the same name in Cuba, is disputing the veracity of Bacardi's claims.
Agencies, led by Baldwin& and Hunter S. & Thompson, have created the Troll Tax in a bid to fight back against online trolls. Consumers can enter the URL of a negative Twitter comment on the Troll Tax site and donate to a charity in the troll's name and publicly tweet back to the troll in question to inform them that their statement spurred a charitable donation.
McDonald's varies its marketing strategies in different areas of the world, but global director of social media Dana Strokovsky says teams in those disparate marketing areas must communicate with one another. The company plans to move toward McCafe models in the US and to build a digital resource center for social media efforts in foundational markets.
YouTube's various brand-safety controversies have led to swift changes to its advertising policies and algorithms, moves that some creators say have been implemented so quickly that the platform is punishing innocent content and destroying the livelihoods of people who helped make the platform the go-to place for viral video. "Anybody running a serious YouTube channel has seen a higher percentage of videos de-monetized and it doesn't seem to be subsiding," said Above Average's Marc Hustvedt.
Facebook has released updates for video, including access to a library of high-quality audio tracks and sound effects through the Sound Collection. The site also launched the 360 Community page, offering tutorials and information about workshops for 360-degree videos.
Mobile apps are an important tool for millennials raising children, or "parennials." Melia Robinson looks at a few of the more popular apps, including those for suggesting activities, tracking kids' locations and sharing experiences with other parents.
Visa will offer an interactive shopping platform and "sensory branding" in its role as official payment technology partner of the 2018 Winter Olympics. Sound, animations and vibrations will be used at point-of-sale payment devices to signal successfully completed digital and retail transactions.