Weekly Round-Up: Bumper Bank Holiday Special

Catch up on all the best bits of industry news from last week, without having to wade through that post bank holiday inbox.

Heroes of the week Unilever have solved a recycling issue that can save 200 London busloads of plastic waste per year.

Until now, the ‘carbon black’ pigment used to colour bottles black was undetectable by recycling sorting machines. To overcome this, Unilever have developed a new detectable black pigment which enable them to be ‘seen’ by recycling plant sorters and have made the pigment widely available.

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Marketers are shifting away from classic demographics to find more nuanced ways to segment consumers

Classic demographics like age and gender – despite being tried and tested for years – appear to be losing their popularity among marketers as the most common forms of segmentation. The wealth of customer data now available means brands are increasingly evolving their approach to reflect their consumers’ behaviour, attitudes and life stage.

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The Future Of Fashion: From Design To Merchandising, How Tech Is Reshaping The Industry

CB Insights dive deep into the myriad ways tech is automating, personalizing, and speeding up every aspect of the fashion industry.

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Wrangler cashes in on 'Old Town Road' with scannable denim

Wrangler jeans brand debuted a mobile scanning function that activates an experience based on "Old Town Road," the popular crossover country/hip-hop song by rapper Lil Nas X and Billy Ray Cyrus. When mobile users visit the WranglerOnMyBooty.com microsite, they're asked to scan the back pocket of their Wrangler jeans to unlock a behind-the-scenes look at the filming of the song's music video,

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Sound and vision: where the industry is at with programmatic audio

As Spotify, Google and Adobe form an alliance to get agencies and brands to make programmatic audio a coveted spot on their media plans, The Drum explores the current state of play.

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Is DNA analysis the future of personalized marketing or a false positive?

And in the most recent Black Mirror episode we're currently living in...

Recent setbacks point to the need to proceed cautiously in an untested marketplace, but the potential marketing boost could outweigh the negatives for brands and consumers.

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Online ads can be targeted based on your emotions

Purchase decisions are driven by emotions. Emotion is just another metric. Companies are increasingly skittish about buying ads paired with content that doesn’t match their brand “story” or pinpoint a highly specific target audience with just the right “values.” Having a list of emotions in front of them means they can — within the limits of publishers’ machine-learning capabilities — ensure that their brand is experienced in exactly the right context.

Brands that want to reach women, for example, are buying ads on sad New York Times articles. In April, the New York Times announced that it had been using machine learning and surveys to predict the different emotions felt by readers of various stories.

According to AdWeek, “sadness” ads are popular with “socially responsible brands targeting women.” So, look forward to that.


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