Most read: Why Google’s new ad-targeting service will hit Facebook where it hurts
Writing on The Wall, Martin Dinham, director of , extols the virtues of , which "allows advertisers to use customer interest data from their email databases to target customers with PPC ads across Gmail, YouTube and search."
It gives advertisers the tools to do some smart integration of PPC ads within their email marketing. For example, you can choose to target people who have abandoned their cart, so you’re marketing to those who already have a strong intent to buy.
Additionally, Dinham writes, "Customer Match [offers] advertisers the holy grail of being able to target users (assuming they are signed into a Google account) as they browse across multiple devices."
Read on for .
Tesco: Major TV brand campaign hits Sunday
You know it's major when they won't give us the video to run before a spot debuts (no offence meant to the next item).
, Marketing's Sara Spary reports, will break on Sunday and feature a new family dynamic with three characters playing a mum, dad and a 20-year-old son, played by Ruth Jones, Ben Miller and Will Close.
The spot will show the family in a supermarket. Ben Miller's character Roger plays an "embarrassing dad" quizzing the checkout colleague on the mechanics of the Brand Guarantee.
It will be followed by a spot showing Ruth Jones' character Jo, who "gets on her high horse about certain things", tutting the word "typical" when she sees a queue at the till before being pleasantly surprised when a Tesco colleague opens a check-out to serve her.
Read on for much more on .
Latest ads: Gogglebox cast to critique Lotto in Channel 4 ad
that features people from reality show Gogglebox critique the , ±±¾©Èü³µpk10's Omar Oakes writes.
The two-minute ad, which appears during the first break of Gogglebox at about 9.10pm, represents the first time a UK TV show has been produced specifically for use in commercial airtime.
The deal with Camelot, the operator of the National Lottery, was brokered by its media agency Vizeum, The Story Lab, and Channel 4 Sales.
Twenty second teasers for the ad aired on Channel 4 last Friday and short form edits of tonight’s ad will be published across social media.
Viral: Extra Gum's 'The Story of Sarah & Juan'
Social video experts Unruly weigh in on , which has benefitted from tugging on BuzzFeed and the Mail Online's heart strings.
Besides its massive sharing popularity, particularly across Facebook Video, Extra’s spot has spread so far thanks to some rather effusive praise from the online media.
Unruly
BuzzFeed championed the ad in an even-handed piece titled , while the Daily Mail’s ‘Femail’ section asked whether Extra .
At a moment when the number of ‘viral’ videos circulated on any given day is almost impossible to countenance, a boost from a massively-popular aggregator like BuzzFeed or Femail can help to magnify and amplify the social spread of a campaign.
BuzzFeed and Femail are aggregators? Burn.
What to watch: McCann London CEO on The Apprentice: You're Fired
Zaid Al-Zaidy appeared last night on the post episode debrief, You're Fired. Of course, , so we can't embed it here, but Al-Zaidy threaded in some rather wise advice about how to manage creative teams:
It’s hard. You’ve always got to keep sight on the end goal. You’ve got to make sure that you’re absorbing people’s expertise and opinions. And I think great leadership for me in this kind of context is being more bamboo-like, so being able to swing with the wind and listen, but actually have firm roots that people respect and I feel like you were more like a stick that people wanted to snap and I kind of wonder whether that was as effective as you could have been.
Zaid Al-Zaidy, McCann London CEO on The Apprentice: You're Fired
And here's Al-Zaidy on dealing with strong voices that won't shut up.
If you’ve got strong voices in the room you’ve got to let them out. You need to let people have their say. Let them feel like all their ideas have been thrown onto the table. And then it’s much easier to manage the team and clarify and move things forward. If you’re constantly stopping people short, they’ll never stop shouting and you’ll never get them onboard.
Zaid Al-Zaidy, McCann London CEO on The Apprentice: You're Fired
Watch the whole episode of .
Compiled by Jonathan Shannon
Is there something you’d like us to share in 18:05? Email jonathan.shannon@haymarket.com with the details.
We’d love your feedback. Tell us what you think of the 18:05 digest, what you want to see more or less of, and if you have any content suggestions. Comment below or tweet us #1805