Posts made in May, 2017

on May 30, 2017

By Ronan Shields The company behind Snapchat has inked a deal with analytics and measurement outfit DoubleVerify (DV) in a bid to better assure advertisers that ad dollars spent on the video-sharing platform won’t risk their brand safety. DV has today (May 30) announced that it has conducted an independent review and validated Snap’s means of assessing the quality and appropriateness of content posted by its 166 million users. The Snapchat brand safety protocol – a method of preventing ads from appearing next to inappropriate user-generated content – is the first phase of the duo’s collaboration, with the pair Read full story › Source: The Drum...

on May 30, 2017

By Bennett D. Bennett Making sure her voice is heard in this industry isn’t an issue for MAIP 2014 alumna and McCann associate strategist Diamia Foster. The IPG Interact Associates fellow has already spent the past couple of years making waves in the network’s program: first in client services at Orion Worldwide, and then in media planning at Inititative:Identity. At McCann, she gets to dig deep into a wide variety of brands: from Mastercard to Lockheed Martin, the US Army to Facebook. But, for Foster and so many others, it all started with a MAIP Read full story › Source: The Drum...

on May 30, 2017

By Chris Thilk Most movie marketing efforts are single-mindedly focused on getting people out for opening weekend. That’s the make-or-break moment for many movies, particularly large-scale tentpole releases from major studios. Smaller movies, assuming they’re not going straight to Netflix or other VOD platforms, may roll out slowly from a couple markets – usually LA and New York – to other cities over the course of a few months as word-of-mouth builds. Recently, though, those studio marketing teams have focused efforts on some sort of “Day” that helps to promote the movie as well. These events usually have a few things Read full story › Source: The Drum...

on May 30, 2017

By Laurie Fullerton Driving down costs has been a recurring theme throughout the marketing industry for years, but the edict has become more aggressive over the last 12 months, curtailing growth in the advertising sector and souring the mood at the upcoming Cannes Lions festival, according to Pivotal’s senior analyst Brian Wieser. “This concept of zero-based budgeting or ‘forgetting about everything you did last year and look at everything from scratch’ tends to mean lower spending on marketing and paid media,” Wieser said in a recent interview with Beet TV. While marketing procurement has long been in place with big brands, the Read full story › Source: The Drum...

on May 30, 2017

By Laurie Fullerton With size, sales, volume and value of the global mixed reality market poised to grow at a compound annual growth rate (CAGR) of 75.28% between 2017 and 2021, a recent report has indicated how key players like Microsoft, EON Reality, Facebook, Google and HTC corporations are forging ahead with both solutions and a faster pace as they bet big on the future of mixed reality. The Global Mixed Reality Market 2017-2021 paper, which was released this week by Research and Markets, notes that the biggest factor driving the market is the increasing affordability for mixed reality hardware which requires Read full story › Source: The Drum...