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    News

    Ad Spend Growth, CTV View Time Increases, & More | Weekly Marketing News

    Too Busy to Keep Up with the Latest Marketing News? We’ve Got You Covered.

    Ad Spend Growth, CTV View Time Increases, & More | Weekly Marketing News

    5 Min Read

    Every week there’s a lot of marketing news that industry experts have to stay on top of. So we’re continuing our weekly marketing roundup so you can see it all in one place. 

    In digital marketing news, it looks like many advertisers have been starting off the year with a bang. New data from the U.S. Ad Market Tracker, a collaboration between Standard Media Index and MediaPost, found that ad spend has surged during the first month of 2022. In January, there was a 19.2% surge YOY, which marks the 11th consecutive month of post-COVID gains for the U.S. ad marketplace. This surge is the highest since August 2021, and much better than the decline of 2.2% we saw last January. And according to the report, while this growth has somewhat been increased by smaller ad categories, digital continues to be the biggest source of growth in terms of volume.

    And in Connected TV News, viewer time spent watching content through streaming has also continued to rise in the new year. According to a new report from Nielsen’s The Gauge, U.S. video streaming minutes in the first week of January hit 197.6 billion. This is much higher than the previous record of 183 billion minutes, which was set during the one of the last weeks of 2021. And for the full month of January 2022, streaming user volume rose 12% since December, bringing the average to around 180 billion minutes per week—the highest average for any month since Nielson began measuring this metric in May 2021. By watching more shows on streaming, consumers have caused a rise in streaming’s share of total television to 28.9%, taking some of the TV watching “pie” away from cable. 

    For the rest of the top headlines from the week, check out our roundup below. 

    DIGITAL

    Ad Spending Surges 19% In January, Expands For 11th Consecutive Month – The ad year began with a 19.2% surge in spending in January vs. the same month a year ago, marketing the 11th consecutive month of post-COVID gains for the U.S. ad marketplace.

    Memory Marketing Makes the Most of Customer Experiences – In general, modern consumers are hungry to live, enjoy, share and review. Yet many businesses are still unable to reap the full benefits of customer interactions.

    Yes, Even Marketers are Facing Supply-Chain Issues – Supply-chain issues have affected everything from weekly grocery trips to brand loyalty. But for marketers, inventory challenges extend beyond manufacturing floors and empty store shelves. 

    How To Make Your Next Digital Marketing Campaign More Empathetic – 59% of all consumers feel companies have lost touch with the human element of customer experience. As a result, these businesses are wasting valuable marketing dollars on campaigns that don’t yield any results.

    5 Ways to Meet Gen Z Consumers Where They Are – With five generations of consumers now in the marketplace, and with Gen Z on track to become the largest cohort of consumers in the near future—performance marketers must sharpen their pencils now or risk getting left behind the generational marketing curve.

    CONNECTED TV & STREAMING 

    Roku (Not Surprisingly) Mulls Building Its Own Smart TVs – Roku, the leading supplier of smart TV OS in North America, is looking at possibly building its own TV sets.

    Trade Desk Jumps 24% In Q4: Cites CTV Growth, Targets TV’s Upfront – Demand-side platform The Trade Desk posted a 24% gain in revenues to $395.6 million in the fourth quarter of 2021, with connected TV buying continuing to be its fastest-growing revenue performer.

    Connected TV Likely to Have 120 Million Additional Users by 2025 – At the unveiling of Pitch Madison Advertising Report, Vishal Chinchankar, CEO, Madison Digital & Madison Media Ultra, spoke about how connected TV was a powerful addition to the marketers’ toolbox. 

    How Coinbase Broke the Offline-to-Online Marketing Paradigm – Marketers everywhere know that the simpler the ad the better, and Coinbase’s floating QR code that nostalgically reminded us all of the DVD era was the perfect combo of curiosity-piquing, non-complicated marketing that makes ads explode. 

    Super Bowl Watched by 150 Million People Across Platforms – Super Bowl LVI was watched by 150 million people on TV and streaming platforms, according to iSpot.TV, a measurement company being used as an alternative to Nielsen by NBCUniversal.

    January U.S. Streaming Shatters Record, Streaming Share At 28.9% – U.S. video streaming minutes in the first week of January hit 197.6 billion — far surpassing the previous record of 183 billion minutes set during Christmas week 2021, according to the latest data from Nielsen’s The Gauge metric.

    MOBILE

    McDonald’s Campaign Asks Customers to Share Their Food Stories – McDonalds has begun a campaign including a digital competition asking customers to share their stories of what they eat when they go to one of their restaurants.

    How App Marketers Can Adapt Their Strategies in 2022 – In Remerge’s latest ID or No ID? report, Maria Abdull Latif, Regional Manager, INSEA at Remerge, and Ari Brandt, VP Global Marketplace & Strategic Development at ironSource, share their thoughts on how the programmatic advertising industry is shaping up in 2022. 

    Marketers Prepare for Further Change as Google Pledges Mobile-Privacy Moves – Approach by Alphabet unit seems more collaborative than that of Apple but uncertainty remains, advertisers say.

    ASO 101 – Your Guide for Long-Term Success – In the context of App Store Optimization (ASO), finding the right information to better equip yourself might lead you to dive into troughs of information that is either irrelevant or unactionable for your App Store Optimization needs. 

    WE’LL KEEP YOU UP-TO-DATE

    That’s it for the roundup this week, next week we’ll be back with another list of what’s making news in marketing.