Chipotle puts a new spin on marketing, Facebook helps brands showcase related content, and influencer campaigns can be targeted using micro-data. Read more in this week’s Weekly Bias.
Facebook has been rolling out a lot of new features lately, from their Facebook Day in the Messenger app to reminders to go back and finish videos we didn’t watch to the end. Their newest feature, launched yesterday, is called Collection, which gives brands the ability to showcase related products under engaging videos. In addition, outbound clicks will be easier to track so brands can get more data from their ads. Read more on Venture Beat.
Follower counts are not enough to gauge the effectiveness or reach of an influencer. Micro-data like specific age groups of those followers, their likes and dislikes, shopping patterns, and more, can provide marketers with more information to make influencer campaigns much more effective. Netflix used micro-data to build an empire. Learn how marketers can follow suit on AdAge.
Chipotle partnered with the creators of “Yo Gabba Gabba”, a popular children’s program, to create a series of educational videos aimed at educating kids about the importance of natural food. In partnership with Discovery Education, Chipotle will be distributing the 6-video series in schools across the country. “It’s really a return to sort of normalcy from a marketing perspective, a return to the kinds of things that have really helped us define the Chipotle brand after a somewhat anomalous year in our evolution,” said Chipotle spokesman Chris Arnold. Read more on AdAge.
While a good percentage of consumers – 46% – say they pay more attention to ads they can skip over ads they can’t skip, a recent study by Deloitte found that 80% of Millennials will skip video commercials completely, finding these ads irrelevant. More Millennials and Gen Xers are binge watching TV online, watching upwards of five hours in a single sitting. Read more on MediaPost.