Aug 1 2019 Ryan Manchee Blog Industry News DIAL: Digital Innovations Awesome List (August 2019) At Centro, we know that keeping up with the trade pubs and latest trends can be tough and time-consuming. To make that easier, we’ve compiled all the articles, reports, and other bits of awesomeness you may have missed, but should definitely read. Enjoy our latest list below! Brand Transparency 2.0: Moving Beyond the Buzzword [:03] Brand transparency means owning your intent and building trustworthy connections with audiences. Today’s consumers prefer brands that play it straight, which is why transparency has become a leading currency in modern marketing. Learn from brands who are doing it right in this article. Forbes: Three Ways Brands Can Leverage AI For Predictive Advertising [:05] In a world where more experiences are digitized on the daily and data collection is ubiquitous with our every click and tap, consumer expectations for tailored and personalized experiences are rising. Consumers can thank Artificial Intelligence (AI) for enabling much of those enhanced and personalized experiences. Forbes lays out ways that brands and advertisers can lean on leveraging AI to predict consumer behavior, create operational efficiencies and be more creative. Retail Wire: Location-based marketing is spreading beyond smartphones [:03] Location data is having an impact that expands well beyond mobile – A 2019 Factual Report details how marketers are increasingly leveraging location data through additional advertising channels: connected speakers, digital out-of-home, advanced TV and automotive. AdExchanger: The Rise Of The qCPM: Rewarding Quality In Programmatic Buying [:07] Chasing after the lowest CPM doesn’t guarantee great campaign results or audience receptivity. Accordingly, the industry is seeing the rise of the qCPM, or quality CPM, that only counts impressions that are viewable, with on-target delivery, optimal frequency and in brand-safe environments. AdExchanger walks through some examples of how and why a few agencies and other media buying organizations have chosen to prioritize the adoption of the new metric. The Washington Post Is Preparing For Post-Cookie Ad Targeting [:04] The Washington Post has developed a first-party data ad targeting tool that permits contextual targeting & user-intent predictions for marketers. This will result in an experience that is not reliant on third-party cookies but will still drive results despite the state of data privacy today. Winners & Losers In The Streaming Wars [32:46] Listen to eMarketing analyst Ross Benes & forecasting analyst Eric Haggstrom talk through the future of the video industry as the different streaming partners raise prices, drop prices and how content is impacting each service. The Drum: 75% of advertisers to up podcast ad spend in 2019 [:04] Three-quarters of advertisers plan to increase ad spend in podcasts this year according to a study from global-owned digital audio advertising platform DAX. More details and stats on rising audio consumption trends and associated advertising opportunities are detailed in The Rise of Digital Audio Advertising Report. The study surveyed over 200 media and ad agency leaders to understand perceptions and intentions for audio. Giving brands a voice [:06] As AI-powered voice technology becomes smarter and smarter, will voice play a crucial role for brands in the near future? ComScore has predicted that 50% of all searches will be through voice by 2020. Could voice be the next big thing in marketing? A Wikipedia for Generation Z [:07] Want to know who the biggest TikTok star is right now, who is in Emma Chamberlain’s squad, or where Baby Ariel grew up? Only one website will give you the answers: Famous Birthdays. Despite its name, the site contains more than just birthdays—it’s more like a constantly updated, highly detailed map of who matters to the teen internet, featuring a mix of biographical information, photos, videos, rankings, and detailed statistics on every social-media star you could think of. And to teenagers, it’s a bible.