This Week in Digital
Pepsi and Nivea in Advertising Hot Water
It hasn’t been a great week for Pepsi and Nivea with both brands facing a backlash on social media over their latest advertising campaigns. Pepsi's new campaign with Kendall Jenner has been accused of mocking the Black Lives Matter movement, with comparisons being made to a protest last July against police brutality. Pepsi has since pulled the ad following the backlash and apologized for "missing the mark".
— Taryn Finley (@_TARYNitUP) 4 April 2017
Meanwhile, Nivea launched their latest campaign via Facebook with the slogan ‘White is Purity’ advertising their ‘invisible’ brand of deodorant. The post faced an onslaught of racism accusations. It has since been removed with Nivea apologizing for any offense caused.
ComScore and Google to Address Advertiser Concerns
Advertisers will be a little happier this week as comScore has announced a deal with Google to provide independent verification on brand safety within YouTube advertising. The technology from comScore works by monitoring text patterns to identify the brand safety of a given ad context. The announcement was made on the same day as the company announced it was enhancing its Programmatic Guaranteed offering, signaling a strong move by the company to address advertiser concerns.
Also this week, Ad Exchanger has revealed that Google plans to rework its auction for its DoubleClick AdExchange, so the company will no longer have an advantage when it comes to bidding. Previously, Google was always able to have a ‘last look’ by waiting for other exchanges to submit their bids before their own, giving them an advantage to outbid rivals.
Twitter Creates 'Lite' Version
In a bid to increase traffic, Twitter has launched Twitter Lite for areas with poor data connections, unreliable connectivity or those who simply have a limited amount of data consumption. The user experience remains very similar, but Twitter Lite works through a web browser rather than an app and pictures will be in preview mode rather than being automatically downloaded.
Amazon To Refund In-App Purchases
Amazon has dropped an appeal to retain $70 million of in-app purchases by children for fremium apps: free to download apps that encourage payments for extras. Parents argued it was far too easy for their children to either accidentally make purchases or make purchases without their consent, with Amazon being ordered by the courts to pay back the money to their customers. In 2014, Apple and Google settled similar cases, with a combined $51 million being refunded to their customers.
Pregnant giraffe April has risen to social media fame over the last few months. The Animal Adventure Park in Harpursville, New York, set up a live stream in February to document the arrival of April’s calf and ever since people have been eagerly tuning in, hoping to catch the birth.
April now has her own website complete with a merchandise store, emojis and a text alert sign-up for those truly eager to not miss a thing. For the zoo, it has turned into a great opportunity to raise money for the ongoing care of their giraffes. Toys R Us has begun to sponsor the live cam updates and a GoFundMe campaign has raised over $120,000! Have a watch yourself, but be aware, it’s addictive!