Toyota, with Saatchi & Saatchi, is touting the 2018 Camry with an immersive print ad in InStyle magazine. Readers open the pop-up ad by gripping door handles that measure their heartbeat as they're immersed in the scent of leather and experience the sight and sounds of the vehicle as if they were behind the wheel.
Billions of media agency account dollars are up in the air as brands such as Mars, Mondelez, McDonald's and Microsoft review accounts and many others develop in-house data and technology expertise to have greater control over their own media buying and planning, writes Patrick Coffee. ID Comms' Tom Denford says, "Agencies will have to prove the value they add, and those that get it right will be highly successful."
Snapchat has teamed with Giphy to enable users to access animated GIF stickers and add them to Snaps, enabling users to resize and add multiple stickers to one post. Snapchat also plans to introduce tabs to its Friends and Discover sections, making it easier for users to organize content such as Discover subscriptions or group chats.
Facebook has enabled its 3D posts to be supported by the industry standard glTF 2.0 file format, which lets users drag them into their feed or into the virtual reality Facebook Spaces. The next step is "getting these 3D objects into AR," says Facebook's Ocean Quigley.
AT&T has selected portions of Atlanta, Dallas and Waco, Texas, as its first locations to roll out 5G service in the US. Nine more cities will be named in months to come, and the first AT&T devices to tap the technology have not been announced.
The&Partnership's first campaign for women's retailer Chico's is asking women #HowBoldAreYou to challenge society's traditional views of female aging. The push includes collaborations with YouTube influencers, social, digital, out-of-home, connected TV, shoppable ads and branded editorial content in partnership with HGTV, Meredith Digital and O, The Oprah Magazine.
The Interactive Advertising Bureau has issued guidance on advanced television and over-the-top targeting, including an overview of addressable TV and best practice advice on how to get started in the market. The publication explains that addressable TV targeting "allows for more granular audience segmentation and targeting, leading to less waste as campaigns are more efficient."
NBC's livestreaming video of the Olympic Games brought in 11.6 million unique viewers in the first five days, up from 4.3 million during the same period of the 2014 Winter Olympics. Over 1.31 billion minutes have been streamed during the period, more than three times the amount streamed during the entire 2014 Games in Sochi, Russia.
Nestle Waters has launched a brand refresh including new labels and a proprietary bottle design to roll out its sparkling water line, which features unique flavors that the company created based on consumer insights. "We referenced extensive market data on emerging flavors across various food categories and analyzed consumer behaviors and attitudes to inform our flavor strategy," said Nestle Waters' Susan Chirico.
David&Goliath's new campaign for Universal Parks & Resorts, "Grow Bolder," features a 60-second black-and-white anthem spot that shows children embracing their adventurous and independent natures as they take on a variety of experiences. The ad is running during NBC's last week of Winter Olympics coverage, and the push will continue on with added social and digital elements.
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