In the fifth and final episode of our "Critical Challenges" series, we dig into the topic of brand safety, featuring highlights from our one-to-one interviews with top marketing executives from around the world.

An examination of Facebook and Instagram campaigns measured by Kantar Millward Brown finds longer-term brand impact is boosted when brands communicate in a more personable and human way. How do you do that? Think of the audience as human beings to be engaged not targets to be cajoled.  by Nigel Hollis

Today’s marketers are in constant competition for consumers’ attention – not just with each other but also with people’s social feeds.  Consumers have more ways than ever to discover, research, purchase and promote products and services, but what content and sources do people seek out, trust and find most influential?

The influencer marketing space shows no signs of slowing down. But to have a successful strategy, brands need more than just celebrity endorsements. Identifying the right influencers is a science that relies on complex data, not just the number of social media followers a user has—that’s why influencer platforms are becoming key components of companies’ marketing stacks. Rob Trauber, CEO of apparel brand Johnny Was, and Zackary Cantor, director of decision sciences at digital marketing company GlobalWide Media, spoke with eMarketer’s Maria Minsker about the value of influencer marketing technology.

Today’s connected world is driving a ‘consumer trust divide’ between suspicious minds in developed nations and more accepting attitudes in emerging countries, according to Kantar TNS’s latest Connected Life research.

For young Americans in the dating scene, a new epidemic has emerged – digital dating abuse.

The use of social media and technology for sponsorship activations are topics of keen interest for the ANA Sponsorship & Event Marketing Committee.

The findings indicate a growing consumer preference to make purchasing decisions based on their social media activity, a reality that favors B2C companies.

I was chatting with a friend of mine the other day and he suggested that pre-roll ads on YouTube were getting longer. Then he suggested that this was part of a deliberate program to inure people to watching ads on digital devices. I have to admit I found both claims surprising but maybe he is right?  by Nigel Hollis

Hispanicize Media Group announced the appointment of Joe Uva as Chairman & CEO of Hispanicize Media Group (HMG).

A survey of online shoppers found widespread use of brand manufacturers’ websites—with millennials more likely than average to frequent brand sites.

An August 2017 study from CivicScience, an online polling company that surveys consumers on their favorite websites and social networks, found that very few US internet users have made a purchase based on ads they saw on social platforms, like Facebook or Snapchat.

The report provides detailed data and in-depth insights on mobile apps, which now drive the majority of digital media usage in the U.S.

Data from social media analytics and monitoring service Sprout Social revealed that many US internet users believe social media has given them more of a voice to expose unfair treatment from brands and be more critical of them in general.

Amisha Gandhi, head of influencer marketing at the software giant SAP, wanted to inject more value into the company's Leonardo Live event centered on digital innovation and transformation. She invited five top influencers to participate in the two-day conference, which took place earlier this summer in Frankfurt, Germany, and attracted 1,500 attendees, including C-level and senior digital executives.  By Matthew Schwartz

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