New Buying Personas, The Value of Streaming, & More | Weekly Marketing News
by Frankie Karrer
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This week, there was a lot of industry news for marketers to follow. To make it easier to see it all in one place, we created this roundup of the top stories that caught our attention.
In digital marketing news, Entrepreneur just created a roundup of some of the trends small businesses should be utilizing. One of the first is live videos, which tend to get more engagement from consumers. By communicating directly with interested customers, brands can establish a level of trust and authenticity that is more difficult to achieve with other channels. Entrepreneur also has some tips when it comes to trends in targeting. They suggest that small businesses take advantage of geofencing to draw in local audiences who are more likely to be interested in their products and services.
And in Connected TV News, a recent survey from Vericast found that 70% of U.S. adults currently use streaming TV services. This is good news for marketers, especially considering that Vericast also discovered that 46% of those surveyed said they were more inclined to purchase a product or service they saw advertised on streaming TV than on linear TV. Vericast attributes that difference to the superior targeting and personalization available through Connected TV advertising. By allowing marketers to measure and test campaigns in real-time, they can better understand how specific audiences are responding to their ads and adjust accordingly.
Check out our list below to see the rest of this week’s marketing news.
6 Essential Digital Marketing Trends for Small Businesses– Major brands today love digital marketing because of the flexibility it offers. Done right; it’s cost-effective and methodical. And it is, without a doubt, the best way for small businesses to gain a competitive edge.
Google’s Saying Bye to Last-Click Attribution – Google is giving all advertisers access to an AI-driven tool that helps them see what led someone to buy something.
Data Privacy Laws Forcing Changes in Digital Marketing – As the digital privacy landscape shifts, experts say that travel companies will likely need to adapt their online marketing strategies accordingly.
Google Bans Ads that Deny Climate Change – Search giant’s new policy looks to curb advertisers that spread misinformation on settled environmental science.
How to Start Preparing for the 2021 Holiday Season Now – As they grapple with an ongoing pandemic and the supply chain shortages it has created, consumers are being urged to get their holiday shopping done earlier than usual this year.
YouTube Making Ads on Connected TVs More Shoppable – YouTube announced on Monday that it’s expanding video action campaigns (one of Google’s interactive ad types for video) to connected televisions to make YouTube ads more shoppable.
What #FacebookDown is Teaching Brands About Diversification – More than 3.5 Billion people around the world use Facebook and its owned apps – but when its underlying infrastructure encountered a glitch, it (figuratively) turned off the lights worldwide for over six hours.
CTV Advertising: Communicating How, When, and Where it Matters – The data derived by CTV campaigns can dramatically transform an omnichannel strategy by informing (and reinforcing) multichannel next actions.
Nielsen Reorganizes Streaming Metrics, Rebrands Two of Them – After expanding its streaming measurement capabilities this year, Nielsen is combining its three streaming metrics into a single measurement suite—and rebranding two of them.
How CTV is Transforming, and Why Marketing Teams are Following Suit – In 2021, the rise of this advertising channel has been marked by a surge of online audiences and a revolution in how performance and actionable engagement have become synonymous with CTV campaigns.
Twitter sells MoPub Mobile Ad Network to AppLovin for $1.05 Billion – Twitter on Wednesday announced its decision to sell its MoPub mobile advertising network to game developer and ad-tech company AppLovin for $1.05 billion in cash.
Pinterest Expands Shopping Features – Pinterest has rolled out a number of new shopping features on its platform. They include Collection Slideshow Ads, which allow advertisers to leverage their catalogues to create shoppable video-like content in the form of a slideshow of complementary products.
Practicing Media Hygiene in the Face of the Anxiety Pandemic – Our relationships with our devices—and the media we consume on them—are the foundation of a modern mental health practice. Media hygiene is about discerning what effects the media we consume has on our mental and physical health.
80% Millennials Use Mobile Phones to Shop: Many Prefer In-game Rewarded Ads – Tapjoy recently released The Modern Mobile GamerTM (Millennial Edition) report. The study looks into the behavior, habits, and preferences of Millennial consumers regarding mobile gaming, shopping, social media, and advertisements.
Zuckerberg Apologises for 6-hour Facebook Outage – Facebook CEO Mark Zuckerberg has used the platform to apologise for the outage that took down Facebook, WhatsApp, Instagram and Messenger globally for just under six hours.
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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