Attribution in a Cookieless World, The Intensifying Streaming Wars, & More | Weekly Marketing News

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This week there was a lot to cover in digital marketing news, from articles on attribution to the 2021 streaming wars. To make it easier for you to keep on top of the most useful stories, we compiled a list of the most interesting headlines from this week. 

In digital marketing news, a new article from Marketing Dive explores how attribution will work when Google makes their planned browser changes. Many marketing teams rely on cookies to help them understand which channels are driving sales, and use that information to make strategic decisions about their marketing mixes. So while marketers are understandably worried about what these changes will mean for the digital marketing world at large, there are other ways to track the success of campaigns. The head of strategy at Permative recommends that marketers begin testing cookieless digital strategies now, and also suggests looking into whether their businesses can rely on an econometric model for future advertising campaigns. 

And in Connected TV news, according to an article from Digiday, the average U.S. household is paying for four streaming subscriptions. This may come as no surprise –– with an increased shift to streaming TV by consumers and advertisers alike, and more and more streaming platform offerings popping up for them to choose from, it’s no wonder that this channel is making waves. And this is only intensifying the fight for audiences among the major media and TV networks who have content streamed via Connected TV services. Platforms like Netflix, Hulu, and Disney+ have acquired a large subscription base already, but newer services with ad-supported options like Discovery+, Paramount+, Peacock – and soon HBO MAX – have gained a strong foothold. Ultimately, with the streaming wars in full swing, advertisers are looking to see how the money they are moving from traditional TV to streaming will affect their plans moving forward. 

Keep reading to see the rest of the marketing news making headlines this week.

DIGITAL

Put Business in the Spotlight with Digital Marketing Practices – Corey Quinn from Scorpion showcases how you can put your local business into the spotlight online by using the best practices of digital marketing.

Attribution will be challenging — but not impossible — in a cookieless world  – Analog and digital media measurement will allow for planning and optimization, but both have positives and negatives, writes Permutive’s Elizabeth Brennan.

Boost Your Business with These 5 Digital Marketing Tips – Our hyper-connected world means you have opportunities to boost your business, by changing your business model and adapting to the way today’s consumers’ shop.

CONNECTED TV & STREAMING

Streamers Corner the Young Adult Market With Teen Shows Like Generation – Generation fits nicely into a growing slate of shows on HBO Max designed to appeal to young adults. For the service, which is less than a year old, winning over young millennial and Gen Z viewers is especially key to standing out in a cluttered streaming landscape.

Here are the five major forces and trends that will shape the future of TV in 2021 – Last year reshaped the future of TV in myriad ways, and many of the changes that the TV, streaming and digital video industry underwent in 2020 will continue and compound — but they will also be put in check.

Why Investing in Connected TV Advertising is Your Best Bet Yet – CTV advertising’s ability to tie goals to performance takes a major step beyond the traditional Linear TV buy, and so television has really evolved into a digital marketing channel in its own right.

HBO Max Takes In $80 Million In Upfront For Ad-Supported Option – AT&T’s HBO Max says it already has $80 million in upfront advertising commitments for a planned launch of its advertising option in June. 

Cost Still Perceived As Key Impediment For CTV – With the level of focus on Connected TV, it’s important to remember that it’s still a young medium, the terrain is continually changing, and marketers’ levels of participation and knowledge vary widely.

MOBILE

Create Killer Video Content, Maximize Social Media – The new customer acquisition journey is no longer linear and now takes a combination of marketing tactics to achieve optimal results. The number-one vehicle to reach new customers? Video.

Netflix, ESPN Racked Up Most New TikTok Followers In 2020 – Netflix added 10.6 million TikTok followers, to reach 12.4 million total, in the 12 months ending this February, and ESPN added 10 million, to reach 13.8 million.

Mobile messaging in 2021 – The Director of Marketing at mGage offers advice on how to adapt your mobile messaging strategy in line with changing consumer behaviors, many of them heavily influenced by the pandemic. 

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.

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