| Hilary Milnes Sephora launched its Virtual Artist tool, an in-app feature that lets customers “try on” a lipstick color using their phone cameras, to find out what a shade would look like on. Since January, the tool has seen 1.6 million visits. The goal, according to Sephora’s Bridget Dolan, is to “help a client buy a product” by ensuring confidence. Sephora isn’t alone: Demandware data found that 72 percent of beauty brands are using similar guided selling tools. The key to success, though, is in the technology. ModiFace CEO Parham Aarabi said that poor tools result in a “clownish” appearance and can hurt sales. |
| | | Yuyu Chen Sponsored content is estimated to reach around 75 percent of The Atlantic's ad revenue this year, up 15 percent from 2015. After a native advertising debacle in 2013, the publication has been more selective in its prospective advertisers. The Atlantic reviews every single piece of sponsored content before it gets published to ensure that a native ad doesn't run afoul of The Atlantic brand. Most importantly, the publication is taking an "audience first" approach. "With that in mind, we are able to create compelling content that captures readers' attention and automatically has an impact for brands," said Hayley Romer, senior vice president and publisher for The Atlantic. |
| | | Shareen Pathak Brands have been slow to adopt Facebook’s mobile ad format Canvas, but presidential candidates haven’t: Both Bernie Sanders and Ted Cruz have been experimenting with the product. Sanders used it in Iowa and New Hampshire to help with voting information: It cost the campaign $350,000 and it reached just over 750,000 people in Iowa. In New Hampshire, it reached 330,000 people for a cost of $175,000. Cruz used it to talk about Hillary Clinton in South Carolina. | | | | Sahil Patel Facebook has developed a technology that will allow publishers to broadcast TV-quality live video on the platform, according to sources. Whereas before Facebook live video only required a smartphone or tablet to record content, now top publishers like TV networks will be able to stream content with multiple camera angles and give off a more polished look. Facebook is planning to announce this capability during its annual F8 developers conference in April, said one source. |
| Celtra Banner blindness. Ad blocking. Declining CTRs. More often, users ignore, or outright avoid the ads that serve as the bread and butter of today's digital ecosystem, and all parties involved are starting to sweat. In this State of the Industry study, we asked 330 media professionals, including advertisers and publishers, what role user experience plays in the crisis, how they're building a better user experience, and how they're making their digital ads more than just tolerable. Download this State of the Industry report now. Sponsor content by Celtra. |
| | | Garett Sloane Brit + Co. is bringing its DIY lifestyle to Snapchat for the Easter and the rest of holidays going forward, thanks to a deal it struck with the media messaging app, which was being announced today. Brit Morin is the face of the digital media and commerce-focused publisher, and is now the latest content partner to latch its star to Snapchat's growing platform of 100 million, mostly young, users. The terms of the deal were not released, but Brit + Co., after a trial run over the holidays last year, will host a semi-regular Discover channel. |
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