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Mobile Ads Start Working Faster Than You Think; Pork Rinds Rebrand; Retail Innovation Labs Are Over |
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PHOTO: 4505 MEATS
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How do you take pork rinds so upscale that they can hang out on store shelves near kale chips and quinoa puffs? We’re living the case study: New brands have elevated lard-fried pig skin out of gas stations with ingredients like humanely raised pork and Himalayan pink salt. They replaced the clear plastic packaging with bags bearing “artisanal” designs. And Pork Clouds Cinnamon Ceylon rinds encourages people to pair them with, of course, craft beer.
“I have no problem with pork rinds becoming the next avocado toast,” one cookbook author says. Fine, but I want to know what the next pork rinds should be.
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"We have to develop a strategy that works for the first second,” said Chipotle marketing exec Tressie Lieberman. PHOTO: CHIPOTLE
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Marketers obsess over the opening moments of mobile ads, especially in social feeds, but they may have less time to stop thumbs than they imagined: People needed 400 milliseconds to react emotionally to two-thirds of mobile ads in a new neuroscience study. (Desktops: two to three seconds.)
Chipotle will apply the findings to its marketing, said Tressie Lieberman, vice president for digital marketing and off-premise at the restaurant chain. “That doesn’t mean the second second doesn’t matter either, but it’s really about immediately breaking through,” she said.
There could also be implications for ad inventory that doesn’t count as “viewable” under industry standards. “Right now the ‘right’ way to buy ads is to look at whether the ad was viewable,” said Amit Shah, CMO at 1-800-Flowers. “Anything lower than that you view as basically ineffective. This research shows that I need to be very considerate of what happens with that inventory as well."
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PHOTO: NG HAN GUAN/ASSOCIATION PRESS
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“What we’re seeing is the death of the innovation lab.”
| — Bullish managing partner Mike Duda to Digiday on retailers’ approach to tech, once emphasized through units that experimented with new applications but increasingly viewed as something that shouldn’t be isolated |
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Nike cofounder Phil Knight said he supported the company’s Colin Kaepernick ad partly after a conversation with LeBron James. [Fast Company]
Nintendo is trying to protect its brand by making it hard for players to spend too much on in-game purchases. [WSJ]
Unilever’s Dollar Shave Club added a men’s deodorant, antiperspirant and wipes brand called Groundskeeper, following moves into fragrance, oral care and shower products. [Glossy]
Diesel filed for bankruptcy protection, beset by online shopping and shoppers’ increasing preference for yoga wear and sweatpants. [WSJ Pro Bankruptcy]
Instagram introduced “branded content ads,” letting marketers promote their influencers’ paid posts to audiences beyond their followers. [Ad Age]
Target and Kohl’s defied retail trends in the fourth quarter and gave upbeat outlooks for 2019, lifted by their strategies of opening smaller stores and making it easier to pick up online orders. [WSJ]
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We bring you the most important (and intriguing) marketing news every day. Write me at nat.ives@wsj.com any time with feedback on the newsletter or comments on specific items. We want to hear from you.
And follow the CMO Today team on Twitter: @wsjCMO, @natives, @alexbruell.
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