Consumer Lifecycle Changes, Performance Based CTV, & More | Weekly Marketing News

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As we come to the end of 2020, there is a lot to cover in digital marketing news. To make it easier for you to keep on top of the most important stories, we compiled a list of the most interesting headlines from this week. 

In digital marketing news, many sources are recognizing ways that the tumultuous situation this year will affect the marketing industry going forward. Ad Age believes that while it’s true that things may have changed forever, there are ways marketers can update their strategies to better fit current consumer patterns. According to Unruly, 85% of customers are looking for brands to solve their problems, and there are a few ways brands can adapt in order to navigate this new normal. One of these is recognizing the changes in how customers progress through life changes. Many people are making different purchasing decisions than they would have before the pandemic, including investing in home-office furniture and technology, or buying at-home workout equipment. They also are changing their at-home habits and playing more video games and consuming more streaming TV. Marketers who address these changes are more likely to successfully convert their customers as we enter the upcoming year. 

And speaking of streaming TV, this week Connected TV marketing has also been making waves this week as brands continue planning their ad budgets for the future. And according to the Drum, if 2020 was the year of Connected TV, 2021 will be the year of Connected TV advertising. More consumers than ever are streaming their favorite content on free ad-supported platforms. In fact, a study from Unruly found that 73% of consumers would rather watch TV shows for free with ads than pay for a subscription. And with sources like MarTechSeries expounding the benefits of combining performance-based marketing with the power of Connected TV, it’s no wonder that many brands are looking to add this channel to their marketing mixes in the upcoming year.

Here are the rest of the marketing headlines that caught our eye this week.

DIGITAL

Reaching consumers during pandemic-driven life transitions – The COVID-19 crisis has upended Americans’ life and career paths, both now and into the future. As a result, marketers need to rethink their strategies, messaging, and targeting tactics when trying to reach consumers entering and exiting various life stages or life transitions.

Seven Digital Marketing Trends For 2021 – Goodbye and good riddance to 2020. The global pandemic had an impact on every business. From a digital marketing standpoint, what will 2021 bring? Several digital marketing leaders shared their thoughts on coming trends.

Get Ready For 2021: Digital Marketing Trends – 2021 will be an interesting year in digital marketing as brands adjust to COVID-19 and adjust their messaging accordingly. Here are some advancements that you should look out for and consider implementing as part of your overall marketing strategy.

2021 outlook for digital marketing agencies: the future is bright – The ability to prove the value they’re creating for clients is contributing to agencies’ resilience in 2020 and a positive outlook for next year.

3 Digital Marketing Trends to Come in 2021 – With 2020 almost in the rearview mirror, it’s time to predict what next year holds. Here are three big industry predictions, based on all that went down this year and overall trends we’re already seeing. 

CONNECTED TV & STREAMING

Samsung service measures combined impact of linear TV and streaming campaigns – Samsung has launched a new service intended to help advertisers better engage target audiences, regardless of how they watch TV, by measuring the combined impact of linear and streaming advertising campaigns.

If 2020 was the year of CTV, 2021 will be the year of CTV advertising – After Connected TV’s breakthrough 2020, The Drum columnist and head of strategic partnerships at Publica explores how the CTV advertising market is likely to mature in 2021.

From The Experts: Media And Advertising In 2021 – This year has seen a lot of ups and downs – with a global pandemic and recession and viewers migrating to at-home entertainment. Forbes asks some experts about what we should expect for 2021.

Double Results From Your Ad Campaign and Apply to CTV  – Performance-based marketing is broad enough to be embedded in any hyped marketing approach and flexible enough to meet the most specific goals, so why not apply it to Connected TV?

MOBILE

11 Mobile Marketing Trends That Will Dominate Early 2021 – As customers increasingly turn to their smart devices to connect with their favorite brands, companies must monitor trends in mobile marketing to stay current and competitive.

Mobile Advertising Outlook 2021 – Insider Intelligence Trends, Forecasts & Statistics – 2020 is a reminder that making predictions is filled with uncertainties. Insider and eMarketer try again this year to predict some major stories in mobile advertising in 2021. 

Brand advertisers control the last line of defence against in-app pirates – It will take more than app-store takedowns to counter the boom in pirate streaming apps – content owners also need to hit the lucrative advertising revenues of apps already operating on millions of phones.

Tastemade feasts on shoppable video as mobile viewership grows – Mobile video this year has become much more shoppable as brands and retailers seek to drive direct sales from audiences, a shift that reflects how the pandemic has accelerated a longer-term shift in shopping habits from homebound consumers.

Twitter doubles down on brand safety as it selects DoubleVerify and IAS – Twitter has selected DoubleVerify and Integral Ad Science (IAS) as it’s preferred partners for providing independent reporting on the context in which ads appear on Twitter. 

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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