🔊 Google debuts smarter video in Nest Hub Max

Plus, CMOs on the move, updates to Google App campaigns and more. May 09, 2019 Good morning, marketers, ready for the brave new world of smart home displays? The smart home game just got a new player. At Google I/O on Tuesday,[Google unveiled the Nest Hub Max – its new smart home device that claims a range of intelligent features](. The Nest Hub Max is designed to serve as the flagship smart device from Google, flaunting the “Nest” branding that will soon carry over to all Google Home products. The device features a large HD display with a swivel, a smart camera, personalized voice recognition, facial recognition and more. With millions of households using smart speakers daily (for everything from utility tasks to shopping), it won’t be long before the smart display market explodes – especially if driven by Google’s influence. Looks like Alexa might have some work to do. Google I/O on Wednesday also had some news to share with app advertisers. The company announced Google App campaigns will get [another automated bidding option and new access to YouTube ad inventory](. Target return on ad spend (tROAS) bidding automatically bids more or less based on how likely the algorithm determines a user is to make in-app purchases. Two YouTube placements — the homepage feed and in-stream video — are now available for App campaigns. Another update is support for multiple ad groups in App campaigns. One more thing. I’d like to take a moment to correct and clarify a statistic from yesterday’s newsletter. Our coverage on the[IAB’s digital video ad spend report]( mistakenly said that video ad spend in the U.S. is expected to reach $18 million this year. You might have noticed that didn’t sound right — $18 million is the average digital video ad spend per advertiser surveyed – not an aggregate of the entire industry. So there you have it – digital video is raking in the ad dollars. Keep scrolling for a Pro Tip on pinpointing your brand’s purpose – then using it to build a message that your customers will connect with. Taylor Peterson, Deputy Editor Pro Tip Connecting with customers on social requires a clear brand message “You need to make sure you understand the real market needs your business addresses – not just what you sell or how you want to be perceived,” explains Jacob Baadsgaard of Disruptive Advertising. “This becomes particularly important when you start marketing your business. If you don’t know what the point of your business is, it’s very hard to create content that people connect with.” “Take a look at most ‘branding’ video ads or corporate social media accounts. They’re either so vague that it’s hard to figure out what the business actually does or so focused on the company and its values that you have no idea what they do for you, the customer. Identifying the point of your business gives you a meaningful focal point for your advertising. Look at Apple. Every Apple ad revolves around its brand message, giving them a powerful theme that people connect with. Once you know what your business is all about, you can do the same.” [Read More »]( Live Webinar Today: Identity Resolution: Secrets to Success Sponsored by Infutor Last chance to register! Join Infutor Data Solutions and Signal for a fireside discussion on how top brands are resolving identity and personalizing engagements during the key moments in customer journey. Learn how identity resolution plays a key foundational role in enabling the most relevant, contextual consumer experience. [Read More »]( On the Move Groupon gets a new CMO while Belkin and Kraft Heinz lose theirs Groupon has a new CMO. Craig Rowley, the former VP of marketing for REI, has been named [CMO for the online local commerce site]( and will report to Groupon CEO Steve Krenzer. “His customer-centric approach will be a key driver as we continue to expand the Groupon local marketplace,” said Krenzer. In his new role, Rowley will be responsible for the company’s global marketing channels and functions, as well as development and extension of the Groupon brand. Kieran Hannon, who had served as Belkin International’s global CMO, is leaving Belkin to [join OpenPath](, a startup focused on technology designed to replace keycards. Defined by the company as “next-generation access control,” OpenPath’s technology lets employees and guests unlock doors using their smartphones, and has been a hit among the real estate industry and Domino’s Pizza franchises. “I was drawn to OpenPath’s commitment to solving one of the most pervasive challenges in the modern office: smart, convenient, safe workplace security,” said Hannon. Kraft Heinz’s U.S. CMO is the latest executive to [leave the company](. A company spokesperson confirmed to CNBC that CMO Eduardo Luz has decided to leave at the end of this month. His departure follows announcements that the brand’s CEO Bernardo Hees is leaving at the end of June and the head of strategic projects Eduardo Pelleissone is also leaving. The executive exodus comes after Kraft Heinz shares have dropped more than 24% this year, with a $15 billion brand write-down and investigation by the Securities and Exchange Commission in February. Miguel Patricio, the former CMO for Anheuser-Busch InBev, is replacing Hees as CEO. What we're reading We've curated our picks from across the web so you can retire your feed reader [Facebook Picks London to Drive WhatsApp Mobile Payments Globally]( – Bloomberg [Study: Voice Assistants Far From Hot Marketplace For Buying]( – MediaPost [Could Blockchain Solve Our Growing Privacy Issue?]( – Forbes [‘They’ve started to render DMPs useless’: Omnicom Media Group CEO Scott Hagedorn’s state of programmatic advertising]( – Digiday [Ecommerce Content Marketing: Attract, Engage, Close, and Delight Buyers]( – ConversionXL [3 learnings from creative teams who tackled audience-tailored video ads]( – Think with Google [Study: Mobile is key to preventing higher subscriber churn]( – Mobile Marketer Join Us Marketing technology management — MarTech — is the fabric of the future If you're looking for a conference that will prep you to navigate concrete pain points in marketing operations and technology, and organizational challenges you face daily — [MarTech®]( is the place to be. 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