By John McCarthy In 2021, Twitter users were commonly greeted with shiny new features threatening to change how they share what’s happening in the world. This represented a step-change for the social media company that once upon a time labored over making even the smallest change to its product, be it doubling the character limit or adapting the chronological feed. David Wilding, head of planning at Twitter, talks The Drum through a recent change of heart and surge of innovation. Twitter’s new features have been coming in thick and fast. After rebuilding its ad product in February, it started asking people to consider Read full story › Source: The Drum...
Read MoreBy amit bapna In a rollout that could have a far-reaching impact on marketing in India, The Advertising Standards Council of India (ASCI) unveiled a comprehensive set of guidelines around influencer advertising on digital media. The new set of guidelines hope to bring much-needed transparency to the increasingly prolific influencer marketing. With the increased power that the influencers are exhibiting in impacting consumer behaviour in many categories, the consumers need to be informed of what content has been paid for by brands. Consumers today not only buy products and services endorsed by influencers, but they also buy into the brand stories they create. Never Read full story › Source: The Drum...
Read MoreBy Tom Dover While the talk around CTV is reaching the industry, Tom Dover, director at Xandr, says there’s a lot more that adtech platforms can be doing to accelerate maturity. Connected TV (CTV) is a tremendous opportunity for advertisers to reach engaged audiences with the right message wherever they may be. People have changed the way in which they consume big-screen content, and in tandem, advertising is also adapting to keep pace, opening up a world of new opportunities for advertisers. Audience login and authentication allows advertisers to target individual households or viewers while digital attribution helps identify the link between ad exposure and Read full story › Source: The Drum...
Read MoreThreepipe Reply launches Creative Decay tool for improved social media and creative investment planning
Brand performance agency Threepipe Reply has launched a Facebook and Instagram campaign planning tool that enables brands to gain valuable insights as to the correct media and creative investments to hit performance KPIs. Creative assets used for prospecting or retargeting strategies become less effective or ‘wear out’ over time, resulting in lower performance results. This tool allows brands to better understand how quickly creative assets will begin to lose effectiveness, depending on existing media spend, audience targeting and creative asset variables. Threepipe’s Creative Decay tool uses historical performance data from a brand’s own social channels, combined with predictive analytics to recommend alternative Read full story › Source: The Drum...
Read MoreBy Imogen Watson From TV films to viral videos, in-game experiential activations to celeb collabs, over the years marketers have endeavored to find ingenious ways of capturing the joy of gaming beyond just showing gameplay. Then there’s the rise in in-game advertising, led by Fornite with significant partnerships with Travis Scott and more recently with the NBA, while Burger King made headlines for its stunt that saw Stevenage FC become the most played team on EA Sports’s Fifa video game series. As part of The Drum’s latest deep dive, we tasked a few top creatives with telling us all about their favorite Read full story › Source: The Drum...
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