AList https://www.alistdaily.com Thu, 24 Mar 2022 17:30:30 +0000 en-US hourly 1 https://www.alistdaily.com/wp-content/uploads/2018/08/cropped-alist-favicon-32x32.png AList https://www.alistdaily.com 32 32 Augmented And Virtual Reality Headset Shipments Grew 92% In 2021 https://www.alistdaily.com/technology/virtual-reality-headset-market-sees-unprecedented-growth-in-2021/?utm_source=rss&utm_medium=rss&utm_campaign=virtual-reality-headset-market-sees-unprecedented-growth-in-2021 https://www.alistdaily.com/technology/virtual-reality-headset-market-sees-unprecedented-growth-in-2021/#respond Thu, 24 Mar 2022 17:11:41 +0000 https://www.alistdaily.com/?p=74080 In 2021, 11.2 million units of augmented reality (AR) and virtual reality (VR) headsets shipped globally, according to new data from International Data Corporation’s (IDC) worldwide quarterly AR/VR headset tracker. During holiday Q4, half of the annual volume was shipped, capping a record year that hasn’t seen similar volumes since 2016 when low-cost VR screenless […]

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In 2021, 11.2 million units of augmented reality (AR) and virtual reality (VR) headsets shipped globally, according to new data from International Data Corporation’s (IDC) worldwide quarterly AR/VR headset tracker. During holiday Q4, half of the annual volume was shipped, capping a record year that hasn’t seen similar volumes since 2016 when low-cost VR screenless viewers like Samsung’s Gear VR dominated the market.

The dramatic growth was largely thanks to Meta’s strong Quest 2 volumes, which accounted for 78 percent of the combined AR/VR worldwide market. Followed by DPVR (5.1 percent) and ByteDance’s Pico VR products (4.5 percent), both of which are well-positioned for growth in Asian markets, notes the report. In fourth and fifth places were VR pioneer HTC and China-based online video platform iQIYI.

Meta has been leading the AR/VR space due to its offering of a reasonably priced headset. Its tactic of introducing non-gamers and businesses to the array of uses for AR and VR beyond gaming has also benefited the company, said Jitesh Ubrani, research manager for IDC Mobility and Consumer Device Trackers. 

Meta doesn’t currently have any major competitors in the AR/VR industry, though that’s likely to change in the next year or two when Sony launches its PSVR2 and Apple and other smartphone vendors enter the market.

AR/VR headset shipments are expected to grow just shy of 47 percent year-over-year in 2022, with double-digit growth into 2026, as global shipments exceed 50 million units that year. One explanation for this growth is the broader adoption of AR and VR by gamers, non-gamers and the commercial sector. IDC predicts the industry’s compound annual growth rate will exceed 35 percent by the end of 2026.

“Augmented reality headsets continue to represent a small fraction of the overall AR/VR headset market and the volumes we do see are happening almost exclusively on the commercial side of the business. Consumer AR is still largely the domain of smartphones and tablets and will likely remain so in the near term,” said Tom Mainelli, group vice president, Device & Consumer Research at IDC. 

AR is on the road to becoming a must-have for marketers, much like influencer marketing became indispensable to successful cross-channel marketing strategies in recent years. Emarketer expects ad revenues from AR marketing to reach $2.86 billion in 2022 and $6.68 billion in 2025–up from $1.98 billion currently. 

Thirty-five percent of marketers were leveraging AR or VR in their strategies in 2021. Of those marketers, 42 percent planned to increase their investment in 2022. And a tenth of those who didn’t leverage AR or VR in 2021 will experiment with it for the first time this year.

The overall AR/VR market is expected to grow to $252.16 billion by 2028, up almost $200 billion from 2021, according to a report by The Insight Partners. Some predictions go as high as $571 billion by 2025. The hardware alone will account for more than half of the projected spending.

Marketers looking to meet people where they are should keep a close eye on the space, as one emerging use case for AR/VR headsets is the metaverse.  The new digital environment will give brands new ways to engage customers through immersive experiences and shopping activations to highlight their latest products and services. Whether it’s shopping for a Gucci wearable for their avatar in the brand’s virtual plot of land in The Sandbox, bidding on artwork from Sotheby’s auction in Decentraland, or customizing skate shoes in Van’s Roblox skatepark

People are steadily warming up to the idea of shopping with AR, though it hasn’t become mainstream just yet. According to eMarketer’s October 2021 survey with Bizrate Insights, just 13 percent of US adults had ever used AR or VR to shop, up by 5 percentage points YOY. But 37 percent who hadn’t used AR or VR to shop before were at least somewhat interested in doing so.

Discussion of the metaverse is driving hype and investment around AR, VR and many adjacent technologies, but Maneilli doesn’t expect this insignificant behavior to impact headset volumes any time soon. 

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New Study Sheds Light On Summer Travel, Commuting And Automotive OOH https://www.alistdaily.com/media/85-percent-of-americans-are-planning-summer-travel/?utm_source=rss&utm_medium=rss&utm_campaign=85-percent-of-americans-are-planning-summer-travel https://www.alistdaily.com/media/85-percent-of-americans-are-planning-summer-travel/#respond Wed, 23 Mar 2022 23:00:47 +0000 https://www.alistdaily.com/?p=74070 Despite the ongoing pandemic, Americans are ready to get out and about, a welcome light at the end of the tunnel for out-of-home (OOH) advertisers. “OOH Consumer Insights and Intent – Q1 2022,” a new report from the Out of Home Advertising Association of America (OAAA) and The Harris Poll, reveals people’s sentiment toward summer […]

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Despite the ongoing pandemic, Americans are ready to get out and about, a welcome light at the end of the tunnel for out-of-home (OOH) advertisers. “OOH Consumer Insights and Intent – Q1 2022,” a new report from the Out of Home Advertising Association of America (OAAA) and The Harris Poll, reveals people’s sentiment toward summer travel, commuting, different modes of transportation, seasonal shopping and more.

Whether consumers are on the road, on public transit or flying, all modes of transportation will be seeing an uptick and OOH advertising will be an excellent way to gain mindshare and drive action, said John Gerzema, chief executive officer of The Harris Poll.

Travel

First up, 85 percent of Americans are planning summer travel with personal cars as their top pick for transportation. After cars, their preferred methods are by airplane, train, bus and subway—in that order.

Roughly half of Americans and baby boomers intend on taking more vacation time this summer than they did last summer, specifically two weeks or more.

International travel is still at the bottom of the list with 49 percent reporting it not at all likely. Traveling to a different city and vacationing at a resort, beach or elsewhere are very likely for 40 percent and 30 percent of respondents, respectively.

Younger generations plan on staying local while suburbanites intend on traveling the farthest. Most will be staying at a hotel while very few intend on staying in a cabin or taking a cruise.

Assuming there are no local public health restrictions, 42 percent of respondents report being very likely to visit a beach or lake while 25 percent report being very likely to visit a national or state park. Trade shows, live theater performances and sporting events were the least popular choices.

When asked how many days they plan to vacation this summer, most respondents chose one week, though more baby boomers than the other generations chose to take more than two weeks off.

Americans are more comfortable now with all modes of transportation including commercial flights, trains, rideshares, taxis and the subway than they were in May 2020 and April 2021.

Most, especially millennials and individuals living in urban ecosystems, are generally comfortable traveling via any mode of transportation, even with the pandemic underway. Sixty-nine percent feel safe flying, 62 percent feel safe using rideshare services and 61 percent feel safe riding in taxis.

Seasonal Shopping

Among the 42 percent of respondents who find advertisements useful when deciding which product to purchase for an upcoming holiday or event like Mother’s Day or a wedding, about half were men, slightly more than half lived in cities with 1 million or more residents and slightly less than half were millennials.

The Harris Poll did a deep dive on the topic by asking consumers about OOH advertisements (i.e., billboard, outdoor video screen, poster, signage) for different events and holidays including Mother’s and Father’s Day, weddings and graduations. 

On Mother’s Day, 39 percent responded being very much or somewhat influenced by ads while 43 percent responded being not at all influenced. On Father’s Day, 33 percent responded being very much or somewhat influenced by ads while 48 percent responded being not at all influenced. About half of all respondents reported their wedding and graduation gift purchase decisions as being not at all influenced by OOH advertisements.

Mother’s Day and Father’s Day gift decisions centered around flowers and gift cards for mothers and gift cards and tools for fathers. Mothers were least likely to be gifted home furnishings, exercise equipment and special event tickets. Fathers were least likely to be gifted special event tickets, jewelry and exercise equipment.

As for wedding and graduation gifts, slightly less than one-third of respondents named gift cards as their top choice with home electronics being particularly unpopular for both occasions.

Work Commute

The report found 80 percent of workers anticipate commuting to and working from the office by spring 2022, up from 71 percent who anticipated the same in winter 2021.

Respondents were asked about their 2021 and 2022 work situations divided by season. In winter 2021, 45 percent commuted daily, 26 percent commuted to work and worked from home and 28 percent worked from home daily.

In fall 2021, more Americans commuted daily (60 percent) while the portion that worked from home remained about the same. In spring 2022, more Americans commuted daily (63 percent) as the portion with mixed schedules increased to 17 percent and those that worked from home fell to 20 percent. Summer 2022 anticipates more workers commuting (64 percent) and balancing between commuting and working from home (20 percent).

This spring, 76 percent of suburban, 91 percent of rural, 78 percent of urban 1 million+ and 84 percent of urban (<1 million) workers expect to commute part of the time. Each of these cohorts—except those living in an urban environment with 1 million residents or more—anticipates increasing the amount of time they spend commuting part of the time in summer 2022.

In spring 2022, 84 percent of Gen Z, 81 percent of millennials, 79 percent of Gen X and 78 percent of baby boomer workers expect to commute part of the time. Each of these cohorts besides Gen Z anticipates increasing the amount of time they spend commuting part of the time come summer.

OOH Relevance

Gen Z, millennials and individuals living in cities with 1 million or more residents noticed OOH advertisements at the highest rates compared to pre-pandemic levels. The survey shows that 43 percent of all respondents noticed more OOH while 46 percent did not—almost identical to January 2021 figures.

The Harris Poll inquired about annoyances, personal security and other concerns and found that 78 percent of respondents are strongly or somewhat annoyed by interrupting ads while viewing, listening or reading. 

While shopping online, 72 percent reported being concerned about their personal security and data. That figure drops to 67 percent when respondents are on mobile or desktop devices for any purpose. 

Sixty-eight percent of respondents actually ignore digital ads because of how much time they spend looking at screens. And at this stage of the pandemic, less than half of respondents are making attempts to spend less time looking at screens (phone, computer and TV).

Automotive OOH Ads

Slightly less than half of the respondents reported not recently seeing an OOH advertisement for an automotive brand or dealership. Of the 38 percent who did recall seeing one, most lived in a city with 1 million or more residents, 40 percent lived in rural areas, 38 percent lived in cities with less than 1 million residents and 33 percent lived in the suburbs.

Additionally, 50 percent were Gen Z, 49 percent were millennials, 40 percent were Gen X and 24 percent were baby boomers or older. Men (49 percent) were more able to recall a recent automotive OOH ad than were women (29 percent).

Digging deeper, the survey showed that the most interesting types of messages on automotive OOH ads were a new model release (45 percent), fuel economy (37 percent) and limited-time offers on pricing (36 percent). Leasing information was the least interesting type of message as noted by consumers.

Forty-three percent of respondents engaged with an automotive OOH ad, whether that was by visiting the brand’s or dealer’s website or conducting research online (38 percent), discussing information with family or friends (30 percent) or visiting a showroom (23 percent). Only 19 percent of respondents engaged with an automotive OOH ad by purchasing a vehicle while 17 percent leased.

This report’s findings are based on a Harris Poll survey conducted online from February 9 to 14, 2022 among 1,000 US adults 18 and over.

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Challenging Vs. Disrupting With SmileDirectClub’s John Sheldon https://www.alistdaily.com/strategy/challenging-vs-disrupting-with-smiledirectclub-cmo-john-sheldon/?utm_source=rss&utm_medium=rss&utm_campaign=challenging-vs-disrupting-with-smiledirectclub-cmo-john-sheldon https://www.alistdaily.com/strategy/challenging-vs-disrupting-with-smiledirectclub-cmo-john-sheldon/#respond Wed, 23 Mar 2022 19:44:32 +0000 https://www.alistdaily.com/?p=74072 Did you know that 60% of counties in the US do not have an orthodontist within the county? So, what do those people do when they find themselves needing orthodontic care? This is the question that John Sheldon set out to answer. John is the chief marketing officer at SmileDirectClub where they are leading the […]

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Did you know that 60% of counties in the US do not have an orthodontist within the county? So, what do those people do when they find themselves needing orthodontic care?

This is the question that John Sheldon set out to answer. John is the chief marketing officer at SmileDirectClub where they are leading the charge with accessibility, increased convenience, and at a lower cost than competitors of orthodontic care.

In this episode, John and I discuss how the company started out as a disruptor and is moving towards becoming a challenger against their primary competitor. Listen to the full episode to learn more about the benefits of challenging the market and how the customer experience plays a key role.

In this episode, you’ll learn:

  • The benefits of challenging the market
  • Why you should center innovation around the customer experience
  • Where data plays a role in your brand

Key Highlights

  • [01:18] How John is responsible for many marriages and divorces
  • [02:15] John’s path to CMO at SmileDirectClub
  • [05:01] Who is SmileDirectClub?
  • [07:45] Scaling as a challenger vs. a disruptor
  • [10:37] Innovating around the customer experience
  • [12:56] How data plays a role in brand story-telling
  • [15:04] Investing in TikTok as a marketing strategy
  • [20:32] Pivoting with the changing landscape
  • [23:45] An experience that defines John
  • [25:05] John’s advice to his younger self
  • [27:15] What marketers should be learning more about
  • [29:03] The brands and organizations John follows
  • [30:55] The biggest threat and opportunity for marketers

Resources Mentioned:

Follow the podcast:

Connect with the Guest:

Connect with Marketing Today and Alan Hart:


Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.

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Trend Set: Cannes, Instacart And Sound On https://www.alistdaily.com/lifestyle/trend-set-cannes-instacart-and-sound-on/?utm_source=rss&utm_medium=rss&utm_campaign=trend-set-cannes-instacart-and-sound-on https://www.alistdaily.com/lifestyle/trend-set-cannes-instacart-and-sound-on/#respond Tue, 22 Mar 2022 21:53:46 +0000 https://www.alistdaily.com/?p=74066 Ayzenberg Junior Strategist Ashley Otah recounts this week’s trends. Cannes Film Festival The TikTok takeover. TikTok has become the official partner of the Cannes Film Festival. Other notable partnerships include MTV and The Brit Awards. The official collaboration between the video-focused social media giant and the annual film festival underscores the importance of diversifying mediums […]

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Ayzenberg Junior Strategist Ashley Otah recounts this week’s trends.


Cannes Film Festival

The TikTok takeover. TikTok has become the official partner of the Cannes Film Festival. Other notable partnerships include MTV and The Brit Awards. The official collaboration between the video-focused social media giant and the annual film festival underscores the importance of diversifying mediums and audiences. While some viewers frequently tune into festivals, award shows, and the like, the opportunity to get a fresh set of eyes and perspectives opens up a new look into the future. Both brands win, whether through viewership or credibility. Ultimately, the partnership highlights the continued power of meeting fans and the next segmentation of viewers where they are and where they aren’t.

Instacart

Recipes, but make them shoppable, Instacart launches shoppable recipes on Hearst Magazine, TikTok, Tasty, and more. The move is similar to brands tapping into people’s desires for accessibility and ease throughout their online and social media shopping experiences. The desire to shop quickly becomes a large void a brand can successfully fill by accessible click-to-cart pathways. The integration between social media and shopping continues to boom, and it points out that e-commerce is here to stay.

LinkedIn

From the renegade to recruitment. The next generations are rewriting the 9 to 5 and what it looks like to be an employee worldwide. To many, a job is a job, is a job, and life beyond that means much more. Many new employees have onboarded virtually, worked remotely, and connected globally; the combination has created a perfect storm for shaping what’s next in the employment world. However, understanding the ecosystem is not enough, as they have made it crystal clear what they want from employers, and they won’t back down. Having a pulse on the matter at hand props brands up to create a better work culture for all, not just those bravely demanding it.

Old Navy

The rest is still unwritten. That’s right; the internet wrote old Navy’s commercial. Although comments can be harsh and unwarranted, consumers’ desire to have their feedback heard or the ability to participate in production increases brand affinity. Listening and leaning into what is being said does not have to be a negative experience. Instead, it offers an opportunity to include fans and make new and groundbreaking experiences.

SoundOn

There is no denying TikTok’s influence in the music industry as many songs have skyrocketed, and users cite that is how they find the latest music. Recently, the app has launched “SoundOn,” allowing users to upload music directly to the platform. The new addition is free of charge and rivals the paid experiences that many competitors are now offering. Giving power to the people who deserve it is how industries are rightfully moving towards. The transitions are a small glimpse into the democratization the future holds.

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TikTok And Oracle Address US Data Security Concerns With Possible Deal https://www.alistdaily.com/social/social-media-news-032122/?utm_source=rss&utm_medium=rss&utm_campaign=social-media-news-032122 https://www.alistdaily.com/social/social-media-news-032122/#respond Tue, 22 Mar 2022 01:47:59 +0000 https://www.alistdaily.com/?p=74061 This week in social media news, TikTok and Oracle approach a potential deal to mitigate US data security concerns, TikTok expands the pilot of its Stories feature, Twitter tests a new clipping tool for Spaces and more. TikTok May End Up Storing Its US Data On Oracle Servers In an effort to address US regulatory […]

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This week in social media news, TikTok and Oracle approach a potential deal to mitigate US data security concerns, TikTok expands the pilot of its Stories feature, Twitter tests a new clipping tool for Spaces and more.


TikTok May End Up Storing Its US Data On Oracle Servers

In an effort to address US regulatory concerns over TikTok’s data integrity, TikTok and Oracle are nearing a deal that would make it so the latter stores US users’ information without TikTok parent company ByteDance having access to it, reports Reuters

Why it matters: The agreement in discussion comes a year and a half after the Committee on Foreign Investment in the United States (CIFU) ordered ByteDance to divest TikTok due to fears China’s government could collect US users’ data. While the order wasn’t enforced after President Joe Biden succeeded Donald Trump last year, sources tell Reuters CIFU still has concerns over data security at TikTok.

The details: Under the new proposed partnership, Oracle would store all of TikTok’s US user data on its data servers and a dedicated US data management team of hundreds of people serving as a gatekeeper for US user information will be formed. The companies are also discussing a structure under which that team would function autonomously and not be under TikTok’s control or supervision.

Currently, some of TikTok’s data is stored on Alphabet’s Google Cloud.


TikTok Expands Pilot Of Stories Feature

TikTok will be expanding the pilot of its Stories feature, which the app tested in summer 2021.

Why it matters: With TikTok Stories, brands will have more opportunities to reach users and the freedom to showcase their products and services in ways that don’t necessarily follow the short-form, quick style of content that users have come to expect in their For You feeds.

The details: Like Instagram Stories, TikTok Stories last for 24 hours before being automatically deleted. They appear on users’ For You pages and can be accessed by navigating to a user’s profile and clicking on their profile picture. 

TikTok doesn’t currently allow the poster to view who viewed their Stories, as Instagram does, but they can see how many people viewed them. 

Only some users will have access to this feature, and, according to TechCrunch, only users with the feature currently can view others’ Stories.


Twitter Tests New Clipping Tool For Spaces

Twitter has begun testing a new clipping tool for Spaces, its live audio conversation function, the platform announced in a tweet

Why it matters: The new tool will give users’ Spaces more exposure and the ability to tease a part of their live audio conversation rather than the entire recording. 

It comes as pandemic-related restrictions start to ease and users who once enjoyed live audio rooms on the platform need incentives to stay.

The details: Select Spaces hosts on iOS will now be able to clip 30 seconds of audio from a recorded conversation to share on Twitter. Currently, all iOS users can view and listen to Spaces clips on their timelines while access will open up to Android and web users soon. 

Twitter will expand the new feature to all users beyond just hosts in the near future. Currently, hosts can create any number of audio clips, with each one living on the platform for 30 days.


Pew Study Shows Motive Of Twitter Users Who Tweet Infrequently

For its latest study, Pew Research Center set out to uncover the motives of Twitter “lurkers,” or users who have posted an average of fewer than five tweets per month since they first created their account, compared with frequent tweeters.

Why it matters: Pew’s findings about Twitter lurkers could prove useful for brands looking to capture an audience they thought never existed but is actually active behind the scenes. For example, Twitter lurkers are more likely than active users to say the most important reason they use the platform is to see different points of view. This cohort also uses Twitter primarily as a way to stay informed.  

The details: According to Pew, about 60 percent of infrequent tweeters are ages 30 to 49—nearly double the share among more active tweeters. Comparatively, adults under 30 account for just 14 percent of lurkers but make up 41 percent of more active users.

Twenty-one percent of lurkers say they visit the site every day, compared with 55 percent of more active tweeters. Another 38 percent of infrequent tweeters say they visit weekly, if not daily. The remaining 41 percent visit only a few times a month or less often.

When asked whether they use Twitter to express their own opinions or to see what others are saying, 76 percent of lurkers say they use the platform primarily to see what others are saying, according to Pew. Just 6 percent primarily use the platform to express their own opinions.

Replies to other users account for roughly half percent of lurkers’ tweets, compared with 30 percent of those from more frequent tweeters.


Snapchat’s New Custom Landmarkers Feature Aims To Inspire Local AR Experiences

Through its new Lens Studio feature Custom Landmarkers, Snap is giving creators the ability to develop community-driven augmented reality (AR) experiences for places they care about including statues and storefronts.

Why it matters: The platform says the feature is part of its efforts to grow its AR platform, Lens Studio, and give its community of 250,000 Lens creators—which have collectively made 2.5 million lenses that have been viewed more than 3.5 trillion times—more ways to create experiences.

The details: The AR experiences built via Custom Landmarkers are discoverable through physical Snapcodes displayed at the landmark or on a Lens creator’s profile.

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Creator Plus Hires Peter Sherman As Head Of Marketing https://www.alistdaily.com/strategy/chief-marketing-officer-news-032122/?utm_source=rss&utm_medium=rss&utm_campaign=chief-marketing-officer-news-032122 https://www.alistdaily.com/strategy/chief-marketing-officer-news-032122/#respond Mon, 21 Mar 2022 23:24:59 +0000 https://www.alistdaily.com/?p=74056 This week in leadership updates, Peter Sherman is named Creator Plus’ head of marketing, FIGS hires Jami Pinto as chief product supply and sustainability officer, Good American appoints Jamaal Layne as first chief marketing officer and more. Creator Plus Names Peter Sherman Head Of Marketing Creator Plus has appointed Peter Sherman as its new head […]

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This week in leadership updates, Peter Sherman is named Creator Plus’ head of marketing, FIGS hires Jami Pinto as chief product supply and sustainability officer, Good American appoints Jamaal Layne as first chief marketing officer and more.


Creator Plus Names Peter Sherman Head Of Marketing

Creator Plus has appointed Peter Sherman as its new head of marketing.

Prior, Sherman was senior vice president of HBO Max at WarnerMedia and also held various marketing roles at Google.


FIGS Taps Jami Pinto As Chief Product Supply And Sustainability Officer

Jami Pinto (formerly Dunbar) has been named FIGS’ new chief product supply and sustainability officer.

Pinto joins the DTC healthcare apparel and lifestyle brand from Under Armour where she held a number of executive roles including senior vice president of global product supply.

Before Under Armour, Pinto was Abercrombie & Fitch’s vice president of technical design.


Good American Hires Jamaal Layne As Chief Marketing Officer

Good American has tapped Jamaal Layne as its first-ever chief marketing officer, according to WWD.

With previous roles at Calvin Klein, Sonos, Inc. and Adidas, Layne brings more than seven years of marketing experience to the brand.


Strava Appoints Zipporah Allen As Second Chief Marketing Officer

Zipporah Allen, former chief digital officer of Taco Bell, has been scouted as the company’s second chief marketing officer. 

Allen fills a position that had been vacant since the company’s first chief marketing officer, Erik Joule, exited in 2015. Since then, marketing had been led by Gareth Nettleton, vice president of marketing, until he left Strava in June.

Before joining Strava, Allen held several marketing executive roles at companies including Taco Bell, Pizza Hut and McDonald’s.


Tommy Hilfiger Names Dennis Seydel Senior Vice President Of Marketing And Communications For North America

Tommy Hilfiger has hired Dennis Seydel as senior vice president of marketing and communications for North America. 

Seydel previously founded and operated as chief executive officer of Baumhaus Collective and served as FIGS’ chief brand officer. He also held a number of marketing leadership roles at companies like Uber and YouTube.

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Acura Is Launching A Digital Showroom In Decentraland https://www.alistdaily.com/digital/acura-digital-showroom-decentraland/?utm_source=rss&utm_medium=rss&utm_campaign=acura-digital-showroom-decentraland https://www.alistdaily.com/digital/acura-digital-showroom-decentraland/#respond Fri, 18 Mar 2022 21:47:48 +0000 https://www.alistdaily.com/?p=74052 To promote its new 2023 Integra car, Acura is launching a digital showroom in the metaverse on March 22—making it the first automaker to do so—and its first limited edition NFT. Running throughout March Madness, Acura’s metaverse activation will give the first 500 customers who reserve the 2023 Acura Integra the chance to claim an […]

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To promote its new 2023 Integra car, Acura is launching a digital showroom in the metaverse on March 22—making it the first automaker to do so—and its first limited edition NFT.

Running throughout March Madness, Acura’s metaverse activation will give the first 500 customers who reserve the 2023 Acura Integra the chance to claim an NFT designed by 3D artist Andreas Wannerstedt. Each Acura NFT will include the artist’s signature surreal textures and colors, which serve as an artistic representation of the latest Integra model. Reservations for the car opened on March 10.

Inside the brand’s virtual showroom, dubbed Acura of Decentraland, fans can experience the model’s features, browse Integra wearables—also created in partnership with Wannerstedt—play the Acura racing game “Beat That,” and explore other immersive rooms. Acura buffs can enter the showroom, which will open during Decentraland Fashion Week, via the microsite www.acuraverse.com

In addition to running NFT-focused spots on social, Acura will air the Integra campaign on broadcast TV during March Madness games on CBS, TBS, TNT and TruTv. Digital displays and takeovers on ESPN.com and CBSSports.com are also part of the mixed media campaign.

Over the last few years, Acura has made inroads with tech-driven marketing. At the 2017 Sundance Film Festival, its Mood Roads activation leveraged virtual reality to offer fans a full-sensory driving experience. Using brainwave technology, Acura tapped into drivers’ emotional, cognitive and physical inputs to create a unique environment with landscape, color and music that changed in real-time to reflect drivers’ moods.

Later that year, to showcase its 2018 TLX A-Spec car, Acura enlisted tech influencers and race car drivers for a live augmented reality (AR) driving race via Facebook Livestream.

Acura’s certainly not the first automaker to flex its metaverse marketing muscle. In September 2021, BMW launched Joytopia, a virtual world where fans could watch Coldplay perform live. The activation came in response to customers’ demands for personalized experiences in the digital space, according to Stefan Ponikva, BMW vice president brand communication and brand experience.

More recently, Mercedes-Benz debuted an NFT collection with five artists from around the world to celebrate its G-Class. Not long after, Lamborghini announced a series of five digital artworks accessible via a QR code engraved in five units of a physical object.

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Pandemic-Fueled Spending On Mobile Games Winds Down https://www.alistdaily.com/entertainment/us-video-games-industry-sales-february-2022/?utm_source=rss&utm_medium=rss&utm_campaign=us-video-games-industry-sales-february-2022 https://www.alistdaily.com/entertainment/us-video-games-industry-sales-february-2022/#respond Thu, 17 Mar 2022 16:36:48 +0000 https://www.alistdaily.com/?p=74050 According to the latest NPD Group US video game sales report, consumer spending on video game hardware, content and accessories fell to $4.4 billion in February 2022, a 6 percent decrease from the previous year. That’s compared to the two percent dip YOY in consumer spending NPD recorded for January.  Hardware experienced the largest year-on-year […]

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According to the latest NPD Group US video game sales report, consumer spending on video game hardware, content and accessories fell to $4.4 billion in February 2022, a 6 percent decrease from the previous year. That’s compared to the two percent dip YOY in consumer spending NPD recorded for January. 

Hardware experienced the largest year-on-year (YOY) percentage decline and all major categories of video game spending were down. Year-to-date (YTD) spending decreased by four percent compared to the same period in 2021, totaling $9.1 billion.

Video Game Hardware

Compared to February 2021, video game hardware dollar sales dropped by 27 percent to $295 million. Amid the hardware market’s low supply issue, YTD dollar sales dropped to $685 million, a 5 percent decrease compared to the same period last year. 

Among the hardware platforms, Switch was the best-selling in February 2022, followed by Xbox Series. As for video game hardware, PlayStation 5 has been leading dollar sales YTD while Switch earned the highest unit sales in the same period, found NPD.

Premium Game Tracked Dollar Sales 

February 2022’s best-selling game was Elden Ring, which has also remained the best-selling game of the year so far. Additionally, launch month sales of the title were the second-highest for any tracked game released in the last 12 months – in the first place is Call of Duty: Vanguard, which launched in November of last year. 

At the end of its first month on the market, Elden Ring ranked as the fifth best-selling game of the 12-month period ending February 2022. The game ranked first on Steam and Xbox, and second on PlayStation in February.

Horizon II: Forbidden West was the second best-selling game and ranked first on PlayStation. The title’s dollar sales for PlayStation 5 set a new launch month record for the platform.

Debuting as part of the PC Game Pass and Xbox Game Pass Ultimate subscription services, Total War: Warhammer III launched as the fifth best-selling game of February 2022 and ranked as Steam’s second best-selling title.

Mobile Games

With a decrease of 2.5 percent and for the first time since the start of the pandemic, mobile game spending was down YOY in February, based on data provided by Sensor Tower.

This signals the pandemic-fueled spending spree in mobile titles is subsiding but Sensor Tower notes there has been a sizable influx of successful launches and new top-earning titles despite the overall reduction in sales.

The highest-earning mobile titles in the US for February 2022 were Candy Crush Saga, Roblox, Coin Master, Genshin Impact and Pokémon GO.

Video Game Accessories

At $180 million, spending on video game accessories dropped 7 percent as compared to the same period last year. YTD sales have also fallen to $365 million, an 11 percent reduction compared to the same period last year. 

The Xbox Elite Series 2 Wireless Controller was the best-selling accessory of February and of 2022 YTD.

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Learning To Find Your Own Voice With Simple Practice’s Smita Wadhawan https://www.alistdaily.com/strategy/simple-practice-cmo-smita-wadhawan/?utm_source=rss&utm_medium=rss&utm_campaign=simple-practice-cmo-smita-wadhawan https://www.alistdaily.com/strategy/simple-practice-cmo-smita-wadhawan/#respond Wed, 16 Mar 2022 23:37:17 +0000 https://www.alistdaily.com/?p=74046 Smita Wadhawan is the CMO at Simple Practice, a company that provides technology to private practice therapists and other practitioners. They’ve been around for 10 years and serve over 100 thousand practitioners. In this episode, Smita and I discuss her journey from India to the US and her career path from companies like PayPal and […]

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Smita Wadhawan is the CMO at Simple Practice, a company that provides technology to private practice therapists and other practitioners. They’ve been around for 10 years and serve over 100 thousand practitioners.

In this episode, Smita and I discuss her journey from India to the US and her career path from companies like PayPal and GoDaddy to Simple Practice. During her early years, Smita shares how she learned to embrace a growth mindset and find her own voice—both traits that have served her well as CMO.

Later in the conversation, Smita also shares her view about moving from product marketing to a go-to-market strategy, how to plan that launch, and how good leadership plays a key role. Listen to the full episode to learn more.

In this episode, you’ll learn:

  • Why you should embrace a growth mindset and find your voice
  • How to see product marketing as the foundation for strong marketing
  • When to move from product marketing to a go-to-market strategy

Key Highlights

  • [01:24] Growing up in India
  • [02:58] Smita’s career journey
  • [05:40] What brought Smita to the US
  • [07:19] Who Simple Practice serves
  • [09:36] Smita’s first impression of the US
  • [11:28] Finding her voice
  • [15:01] Product marketing as the foundation for strong marketing
  • [17:03] Moving from product marketing to go-to-market strategy
  • [19:00] How go-to-market works at Simple Practice
  • [19:56] How Smita thinks about leadership
  • [23:52] An experience that shaped Smita
  • [26:28] Smita’s advice to her younger self
  • [27:46] What marketers should be learning more about
  • [29:48] The brands and organizations Smita follows
  • [31:50] The biggest threat and opportunity for marketers

Resources Mentioned:

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Connect with the Guest:

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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.

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Gartner: 60% Of US Consumers Believe Brands Should Reconsider Doing Business In Russia https://www.alistdaily.com/strategy/consumers-believe-brands-should-reconsider-doing-business-in-russia/?utm_source=rss&utm_medium=rss&utm_campaign=consumers-believe-brands-should-reconsider-doing-business-in-russia https://www.alistdaily.com/strategy/consumers-believe-brands-should-reconsider-doing-business-in-russia/#respond Wed, 16 Mar 2022 18:27:23 +0000 https://www.alistdaily.com/?p=74044 In the wake of Russia’s invasion of Ukraine, governments worldwide enacted some of the harshest sanctions in modern history while brands working and investing in Russia acted swiftly to alter their involvement or completely cut ties with the country. Devising a plan of action for the current situation and for when the next country breaks […]

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In the wake of Russia’s invasion of Ukraine, governments worldwide enacted some of the harshest sanctions in modern history while brands working and investing in Russia acted swiftly to alter their involvement or completely cut ties with the country.

Devising a plan of action for the current situation and for when the next country breaks international order could mean the difference between being deemed by consumers as socially responsible and getting canceled.

Knowing where consumers stand right now is a good starting point. According to a Gartner survey of 281 US consumers conducted between February 25 and March 1, 60 percent of US consumers believe brands should reconsider doing business in Russia or partnering with Russian companies.

Respondents see several paths for a corporate response. After reconsidering doing business in Russia, or with Russian companies, consumers’ top priorities for actions companies should take include:

  • Ensuring the safety of their employees and personnel who are in the war zone (55 percent)
  • Preparing emergency plans to ensure that anybody connected to their organization is safe (46 percent)
  • Minimizing disruptions that would lead to consumer good shortages or price increases (46 percent).

Gartner also found that for 60 percent of consumers, an increase in fuel or energy prices is a top concern, followed by the safety and well-being of people outside the US (56 percent) and cyberattacks against US entities (56 percent).

Though 70 percent of consumers rated their level of concern about the invasion at a four or five (where five is extremely concerned) and many want businesses to take concrete action, they’re not eager to hear about it directly from those businesses yet. 

“Marketers should focus first on developing a compelling storyline about company activities, so teams are ready to take action when consumers do become more open to hearing from brands about actions they’ve taken,” said Kate Muhl, vice president analyst at Gartner Marketing practice.

According to Gartner’s survey, few consumers say they want brands to stop or reduce advertising at this stage of the conflict. But brands including General Mills, Google, P&G and more have already announced plans to suspend advertising or close shop in Russia.

General Mills said in a press release that it doesn’t have any plants, employees or distributors in Russia, but that it does have a joint venture with Nestle called Cereal Partners Worldwide (CPW). CPW sales in Russia represent less than 1 percent of the total General Mills sales but the company and Nestle decided to stop advertising and suspend all capital investment in CPW.

P&G has discontinued all new capital investments in Russia and is freezing all media, advertising and promotional activity, the company’s president said.

In a rare step, Google paused its ad business in Russia, including search, YouTube and display marketing after the country’s regulator demanded Google stop showing what it considered ads spreading misinformation about the invasion.

In solidarity with the hundreds of global brands rebuking Russia, the CMO Council has created a list of “Brands Taking a Stand,” which it will update daily as long as the crisis continues. 

As marketers assess the Ukraine-relevant exposure, Gartner suggests they consider these three near-term actions:

  1. Review and pressure test existing plans, especially in relevant categories like travel or whose brands have associations with the region.
  2. Direct teams to vary the topics and tone of social posts and other messages. The smartest brand strategies acknowledge and accommodate this diversity of concerns.
  3. Consider the brand’s audience: differences in degree of concern and key concerns can be seen along demographic lines, which may warrant differentiated strategies.

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