Industry Changes, Platform Revenue Battle, & More | Weekly Marketing News

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There’s always a lot of news in the world of marketing for industry professionals to stay on top of—and this week was no exception. So we created this weekly roundup to make it easier to see all the highlights in one place. 

In digital marketing news, a recent report from Merkle looked into some of the ways the industry changed in the last year, and how that will affect digital marketing moving forward. According to the report, success will hinge on marketers’ ability to adapt quickly to changing consumer preferences as they deal with the ongoing pandemic. One of the highlights of the report was the longer than usual holiday season due to consumer concerns about shipping delays and staffing issues. Merkle found that Local Inventory Ads made up 35% of Google Shopping clicks for Q4, compared to just 18% in the previous year 2020. 

And in Connected TV News, the battle for platform revenue among streaming services continues. Today, consumers can subscribe to services through multiple devices and mediums, and have the option to use MVPD, AVOD, and FAST platforms. And while companies such as Roku and Amazon take up a large share of the user base, that doesn’t limit other platforms from seeking to gain a piece of the pie as well. To learn more about why more and more companies are competing for platform revenue and what companies are positioned to win in this growth area, check out Variety Intelligence Platform’s “Connected TV Competition” report. 

Keep reading to see the rest of the top marketing news from this week. 

DIGITAL

Do You Know Who You’re Really Reaching With Your Ads? – Every part of today’s household is connected. People stream through multiple devices, on one network, depending on where they are in the house, be it on laptops, phones or connected TVs (CTV).

How Crypto-Driven Digital Marketing Will Transform the Industry – With blockchain and crypto penetrating various business niches from healthcare to algorithmic trading and proving its utility, digital marketing is now making moves to adapt itself to the crypto world.

Why So Many Entrepreneurs Don’t Know Their Digital Marketing ROI – Not every metric can be pinpointed exactly, but you can certainly come much closer than intuition or an educated guess. 

Merkle’s Q4 2021 Digital Marketing Report Highlights Key Behavioral Shifts – Q4 2021 was shaped by trends in advertising and consumer behavior across retail, travel, and digital media, which are defining marketing strategies in Q1 2022 and beyond. 

CONNECTED TV & STREAMING 

Here’s How Connected TV Platforms Are Streaming the 2022 Winter Olympics – As the Winter Olympics get underway, between streaming service Peacock and the rapidly expanding connected TV space, there are now more ways to watch the Games than ever before.

Want Viewers to Watch Your Ad? Make Sure It’s Relevant to Them – TV viewers are willing to watch ads, and more of them, if those ads are relevant to their interests. 

Connected TV: A Special Report on the Battle for Platform Revenue – Today consumers are free to subscribe to services directly or through a phone, computer, tablet, connected device, smart TV, inside a streaming service or via an MVPD or vMVPD service. These are all platforms competing for spoils in the new media landscape.

Global Ad Spend to Grow 9.2% Powered by Olympics, World Cup and US Midterms – Global advertising spend has been forecast to grow by nearly 5% more than the worldwide economy as measured by gross domestic product, Dentsu’s global ad forecast has found. 

How CTV Makes Every Day the Big Game

Every year during the “Big Game,” some of the largest brands take the global stage to roll out expensive, extravagant ads that cost millions of dollars for just thirty seconds. But are these ads seen or remembered? Without targeting and tracking, how would you even know?  

MOBILE

Facebook Posts First-Ever Drop in Daily Active Users – In its Q4 and full year 2021 results published yesterday, Facebook parent company Meta said that DAUs fell to 1.929bn in the three months to the end of December, compared to 1.930bn in the previous quarter, a decline of 1 million in case anyone needs help with the maths.

Evolving Game Marketing in a Privacy-Centric World – There’s a massive opportunity out there for mobile game developers: out of more than 2.8 billion gamers in the world, a full 2.5 billion are playing on their mobile devices, and mobile game spending reached $89.6 billion in 2021.

Disclosing Influencer Marketing as Advertising is a Double-Edged Sword – We’ve all heard stories of influencers ignoring the rules and failing to disclose that they are being paid to say good things about products on their feeds. Only last week, the ASA sanctioned six influencers for exactly this.

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.