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by Tim Edmundson
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Plenty of need-to-know news breaks each week that marketers should have on their radar. That’s why we’ve created this roundup so you can see it all in one place.
In the world of digital marketing, brands are gearing up for the new year. And in a new article from The Drum, they discuss some of the key challenges and opportunities for ecommerce and digital marketing during 2022. The first is the upcoming phase-out of third-party cookies by 2023, which Google announced last year. More consumers are shopping online than ever before, so brands will have to be proactive about creating new pathways to collect and analyze their customer data for retargeting purposes in the meantime. The Drum also covered research from Magna, which found that digital formats have accounted for more than 60% of total advertising sales worldwide by 2021. In the new year, marketers who want to stay ahead of the curve should be exploring and investing in new formats, media, and channels in order to get their brands in front of the hardest-to-reach audiences.
And when it comes to Connected TV news, this channel continues to be one of the fastest growing markets when it comes to ad spend. Adweek recently covered the Omnicom Media Group event held in conjunction with CES, where Jeremy Helfand, SVP and head of advertising platforms for Disney media, entertainment and distribution, discussed the changing opportunities for commerce within the Connected TV space, “If you look at how commerce has really been embedded in the social experience and the ease of transacting for consumers, we would like to bring that kind of capability into the living room and into the CTV environment for consumers,” Helfand also explained Disney’s interest in the recent explosion of new ad formats and options for direct interaction with consumers, with innovations such as pause ads and interactive shoppable ads.
For the rest of the news that made headlines this week, check out our roundup below.
3 Key Opportunities for Ecommerce and Digital Marketing in 2022 – With the acceleration of digitalization, on top of an influx of more connected consumers and new behaviors due to the Covid-19 pandemic, ecommerce owners and digital marketers have to be more flexible, proactive and omnipresent than ever.
Why Delivering an Omnichannel Experience Is Key in the Evolving Grocery Shopping Landscape – Accelerated by the events of the last two years, grocery shopping is now taking place both online and in physical stores, presenting new opportunities for brands to deliver omnichannel experiences.
The Covid Effect: Why CEOs Must Adapt to a Digital Marketing Mindset – We are at the dawn of a new reality driven by personal and professional change. The pandemic has overhauled nearly every aspect of life, from how people make payments to how doctor’s visits are conducted, where people choose to live, and how workplaces operate.
5 Performance Marketing Trends to Watch in 2022 – As consumer preferences change and the various ways to reach them continue to proliferate, finding the right approach can be challenging. To complicate things further, every new year seems to bring a host of new opportunities worth exploring.
Commerce Will Play a Major Role in Connected TV’s Future – CTV is one of the most rapidly growing markets when it comes to market share and ad spend, and those trends have only accelerated in the past two years during the pandemic. For the largest players in the space, commerce practices are emerging as an area of priority.
Will 2022 be the Year Local Advertisers Invest in CTV? – By now, it’s clear that the transition of ad budgets from traditional linear television to Connected TV isn’t slowing down.
CES 2022—The Top 3 Innovation Trends for Marketers – As CES 2022 drew to an early end amid the ongoing omicron surge, the truncated consumer technology show nevertheless offered intriguing glimpses into the future of digital innovation and brand opportunities it might bring.
Top 2022 Mobile Marketing Trends After a Disruptive Year – Gil Dudkiewicz, CEO of Start.io, covers trends around how consumers use their mobile devices and marketing’s shift towards contextual segmentation, with the growing importance of diversity and inclusion leading the way.
Pinterest Sees Big Plans, Big Spending From Men in 2022 – In a recent study the platform commissioned from Talkshoppe, Pinterest found that men were setting big goals for the new year, and actively planning to invest the time and money to reach those goals.
Mobile Ad Spend Lept 23% in 2021, on Track to Hit $350B This Year – Mobile ad spending saw 23% year-over-year growth in 2021, reaching $295 billion, according to App Annie’s State of Mobile 2022 report out this week. The analytics company predicts mobile ad spending will notch $350 billion by the end of this year.
5 Ways Mobile Engagement Can Amplify Loyalty Programs – With recent changes in data collection, including Apple’s App Tracking Transparency and the demise of third-party cookies, brands have turned to mobile engagement to collect first-party data that feeds personalization.
That’s it for the roundup this week, next week we’ll be back with another list of what’s making news in marketing.
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