B2B Marketing News: B2B Video Completion Rates, US Ad Spend Soars, Google’s New Starline 3D Chat, & What Makes A Brand Meaningful

Twitter Re-Opens Public Applications for Profile Verification For the first time since November, 2017 Twitter has begun allowing users to apply for verified profile status. As the new option is rolled out, a verification application option will appear within a Twitter user's account settings, allowing brands to seek a blue check-mark, the firm recently announced. Social Media Today Google Ads Has New Smart Bidding Features Google has launched new eligible search campaign recommendations, along with target impression share simulators — two of several new updates of interest to digital marketers that have been rolled out to the firm's popular Google Ads offering, the search giant recently announced. SEO Roundtable U.S. Ad Recovery Continues To Soar, Surges 52% In April April 2021 advertising spending was up 52 percent in the U.S. year-over-year, the biggest increase in more than a year, and this recovery has also been seen in more ad spending categories than previous months, according to recently-released ad spending index data. MediaPost LinkedIn introduces Event Ads and “boosted” posts LinkedIn (client) has made new post promotion features available from brand pages and rolled out a slew of new event advertising and analytics options, including custom streaming and mobile page analytics, the Microsoft-owned platform recently announced. Search Engine Land What B2B Firms Use Marketing Agencies For 31 percent of B2B firms utilize marketing agencies for brand mission, vision, and values initiatives, while 22 percent use agencies for brand purpose strategy — two of several statistics of interest to online marketers in newly-released survey data. MarketingProfs Instagram now shows creators how well their live videos and Reels are doing Facebook-owned Instagram has launched an update that reveals more data about the performance of live videos and short-form Reels content, with shares, saves, likes, plays, and comments among newly-available metrics data, the firm recently announced. Engadget Twitter Tests New 'Super Followers' Display Ahead of Program Launch Twitter has begun testing more visible integration of its forthcoming super followers feature — which allows creators to offer subscription-only bonus content on the platform — with a new super follower count likely to appear alongside traditional account follower numbers, the firm has announced. Social Media Today Havas Finds Growing Consumer 'Cynicism,' Only 25% Of Brands Even Matter Some 39 percent of brands are trusted by U.S. consumers, while consumers say that they don't care about 75 percent of brands, a slight decrease from 2019's 77 percent, according to recently-released brand meaningfulness survey data of interest to digital marketers. MediaPost Analysis: Google's Starline shows promise and perils of 3D chats Google launched its Project Starline 3D videoconferencing offering recently, its latest foray into the mixed reality communication realm, and Reuters has shared a look at some of the early impressions of the Google project. Reuters 2020 Business Video Completion Rates and Other Benchmarks 58 percent of business videos under one minute in length are viewed completely, while only 24 percent of those over 20 minutes long are watched in their entirety — two of several statistics of interest to digital marketers contained in recently-released survey data of some 760,000 business videos. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at the “creative brief” by Marketoonist Tom Fishburne — Marketoonist Man’s Cell Phone Disagrees That Alexa Is Listening to Him — Hard Drive TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — Lee Odden Masters Group Workshop on Influencer Marketing – Florida 2021 — Pubcon
• Lee Odden — 50 Best Blogging Quotes (from Top Bloggers) — Ryan Robinson
• Lee Odden — What’s Trending: The New SEO and the Case for Content Marketing — LinkedIn

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