The Martin Agency celebrates Land O'Lakes' legacy

4A's helps advertisers assess brand safety risks | The Martin Agency celebrates Land O'Lakes' legacy | VB&P packs in games for PlayStation Store Created for {EMAIL} | [Web Version]( ADVERTISEMENT September 24, 2018 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [FORWARD]( [] Top Story [] [4A's helps advertisers assess brand safety risks]( The Advertiser Protection Bureau of the American Association of Advertising Agencies has released two Advertising Assurance publications -- a Brand Suitability Framework and a Brand Safety Floor. The former rates brand safety risks across 13 categories and the latter outlines "the type of content that no advertiser should be in for any reason at any time," said the 4A's Louis Jones. [Adweek (tiered subscription model)]( (9/21) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( Almost half of US marketers use contextual advertising 49% of US marketers employ contextual advertising, and the tactic raised performance by 73% on average compared with behavioral targeting, per a study by The Drum and GumGum. Thirty-one percent of respondents plan to increase their investment in contextual advertising next year. [Download The Contextual Advertising Guide](. ADVERTISEMENT [] Creative [] [The Martin Agency celebrates Land O'Lakes' legacy]( [The Martin Agency celebrates Land O'Lakes' legacy]( (LandOLakesKtchn/YouTube) The Martin Agency's latest "All Together Better" spot for Land O'Lakes showcases the collaborative legacy of the brand's farming co-operative, which dates to 1921. "If 1,791 farmers with different backgrounds, opinions and beliefs can come together to make one perfect stick of butter, just imagine what 325 million of us can do if we work together," the ad says. [The Drum (Scotland)]( (9/21) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [VB&P packs in games for PlayStation Store]( Venables Bell & Partners' new spot for the PlayStation Store brings back the brand's enigmatic storekeeper, who wanders through a seemingly unending store that reflects a host of video game worlds and is occupied by their characters. The ad encourages viewers to unleash their imaginations and ends with the storekeeper presiding over a stadium in "FIFA 19." [Ad Age (tiered subscription model)]( (9/21), [Adweek (tiered subscription model)]( (9/21) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Agency Insider [] [Why it's time to pay attention to "mad" ad women]( Judy Shapiro writes about how the "mad women" of advertising are finally translating their anger about sexist working practices into tangible projects that affect real change, including Time's Up Advertising and female-led agencies such as Worn. "It's time to bring the era of Mad Men to a close and let Mad Women take on some of the challenges in our business," she writes. [Ad Age (tiered subscription model)]( (9/21) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( . 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[Adweek (tiered subscription model)]( (9/21), [The Drum (Scotland)]( (9/21), [MediaPost Communications]( (9/21) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Media & Technology Trends [] [Pinterest expands Shop the Look to all business accounts]( Pinterest has extended its Shop the Look Pins from just large brands to all business accounts. Any business or influencer can use a self-service tool to tag home decor and fashion products, which then enables consumers to buy featured items by clicking or tapping on a link. [Marketing Land]( (9/20) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Marketer News [] [Digital to take majority share of US ad revenue]( Digital to take majority share of US ad revenue (Pixabay) Digital ad revenue in the US will hit $106 billion this year, accounting for 51.5% of total ad spend, Magna reports. Additionally, mobile digital ad spend will make up nearly two-thirds of all digital ad investment and has surpassed TV spend. 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