Weekly Digital Breakdown - 8.15.19 | Adtaxi

Weekly Digital Breakdown – 8.15.19

Weekly Digital Breakdown

Jennifer Flanagan

Aug 15 2019

Kellogg’s Goes Back-To-School

As students begin to head back-to-school in the upcoming weeks, with it can come a mix of emotions. Excitement for a fresh start and seeing friends is often overpowered with feelings of anxiety for children on the autism spectrum. Changes in routine and overwhelming sensory overload can make heading back to class feel less than desirable for these students. Parents also feel the stress as they want to eliminate discomfort from their children. While for many students, a note from home can be just the trick to calm their nerves, many on the autism spectrum find solace with in texture.

Understanding this need, Kellogg’s is collaborating with Autism Speaks to create Love Notes, which are textured, heart-shaped sensory patch-like stickers that can be placed on Rice Krispy Treats as a subtle way for parents to send love and support to those who need the extra reminder.

Parents can visit the Rice Krispies Love Notes page to request a pack of the sensory stickers, free of charge. Each sticker includes multiple textures including: silk, faux fur, fleece, satin, and velour. Kellogg’s is also highlighting stories from kids and families who inspire the program with hashtag #SoMuchToLove.

Kellogg’s has made partnering with non-profit organizations a regular focus in their business. Last year, the company created Braille Love Notes and recording devices for blind children as they kicked off the school year. However, Kris Bahner, Senior VP of Global Corporate Affairs at Kellogg’s has an extra special connection to this year’s initiative. “This cause is very dear to me as a mom of a child with autism,” Bahner said in a press release. “I know firsthand that love and emotions aren’t always easy for children on the spectrum to express and receive –but they need to feel it and share it as much as any other child.”


Google Is Betting Big On Fantasy Sports

Google is making a big change to its advertising just in time to score this fantasy football season. After historically being the only big-tech network prohibiting DFS (daily fantasy sports) companies from advertising on its network, the ban will be lifted this month, opening up opportunity to reach a massive and captive audience. 

Previously, DFS giants were some of the biggest digital advertising spenders in the US, allowing for rapid growth of their customer base and increase in profits. However, regulations were put in place aimed at how they conduct business and appeal to users online, causing for a significant decline in advertising spend. As regulations have evolved, budgets are beginning to ramp back up, opening the need for additional network options.

Lifting of the ban also comes as companies anticipate more interest in DFS sites with the recent legalization of sports betting and online sports gambling. While DFS companies are still in debate if they fall into the online betting category, their audiences are likely to be similar, opening niche targeting capabilities that could boost media spending.

With the update in Google’s advertising policies comes strict requirements around creative state licensure for DFS companies. Criteria include holding a state license in at least one state regardless of their own location’s policy and those wishing to promote online gambing must also apply for certification through the company.

The play by Google to expand to DFS ads and meet monitoring requirements that can vary by state, presents increased regulation and responsibility by the company. The desire to take on this vertical demonstrates confidence in their ability to regulate ad delivery and further prove their digital targeting capabilities.


Twitter Unveils A List Of New Features

In their ongoing efforts to increase users, Twitter has released an array of features this week. The product team introduced the particulars at a press event, discussing the additional capabilities as they continue to roll out. The improvements are an aim for a better and more engaging user experience.

Topic Lists: Twitter has found users can often feel overwhelmed in choosing accounts to follow. Now, they can now opt to follow interests which encompass feeds from multiple accounts. Tweets related to select topics that have been identified by the company, such as sports teams, pop culture, etc. can be viewed within the user’s home feed. Monitoring and selection of related tweets will be done through machine learning in order to filter efficiently. To avoid spoilers, particularly for television programs or sporting events, users will be able to mute topics

Conversation Subscription: Users can cut through the clutter and opt to subscribe to specific or tweets and be notified of replies. While still in testing, this option is expected to be extended to all users in the near future. 

DM Search Bar: Reviewing DMs (direct messages) for a specific user or conversation can be frustrating. A new DM search bar has been added that allows users to easily filter.

Live Photos Support: Currently only available through iPhone, Live photos capture 1.5 seconds before and after a picture is taken resulting in a short clip of live action. Twitter users can now utilize the photos in Tweets. The enhanced content is likely to appeal to both users and advertisers for interesting and often humorous live action shots. 

The expansion of offerings exemplifies Twitter’s ongoing effort to tailor content and increase users on the platform. Overall, the company’s ability to listen to consumers and improve their platform experience shows a focus on growth and digital evolution.

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