Performance Marketing vs Brand Marketing: What’s the Difference?
by Isabel Greenfield
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This week has seen plenty of news updates in the world of digital, Connected TV, and mobile marketing. Here’s what’s been making headlines.
As companies continue to adapt their strategies to better fit the needs of consumers, there has been a lot of innovation in the way information is distributed. BuiltIn explored the most exciting digital marketing developments so far, including virtual events and interactive content. They also discuss how omnichannel marketing, while not a new concept, has evolved in 2020 to include newer channels and more comprehensive audience targeting. The Drum also explored how this year will change the way companies employ marketers in the future. This year, employees have proven that they can be just as productive when working from home as they are when in an office. As a result, businesses are adjusting their plans for the future to include more remote workers. This will likely change the industry forever, with employees allowed more flexibility and businesses able to widen their candidate pool.
In CTV marketing news, Youtube and Google have been making headlines for changing up their Connected TV offerings for marketers. Youtube has expanded their audience targeting on Connected TV with unique reach metrics, which was previously only available on browsers and mobile. This is similar to the new offering from Google, who has updated their CTV/OTT offering to include Unique Reach Audience reporting. This new launch of metrics will help marketers measure the reach of their campaigns to specific demographic targets, rather than a broader set of users. As Connected TV continues to evolve as a channel, innovations such as these will make it easier than ever for marketers to track the performance of their ads.
These topics and more are making waves in the marketing world this week. Here are the top headlines that caught our eye.
How to Leverage Digital Marketing for B2B – Marketers have many ways to leverage the opportunities that digital marketing, specifically through social media, can provide. How can you leverage this power for a business that doesn’t have consumer products to feature?
How to conduct a digital marketing audit: Advice from industry experts – Conducting a digital marketing audit has many benefits, including helping with budget allocation and identifying gaps in strategy. But audits are only helpful if they’re comprehensive and the data they’re based on is consistent.
The 14 Most Exciting Digital Marketing Developments of 2020 (So Far) – Digital marketing is constantly evolving, and professionals must stay on top of trends to remain competitive in their respective industries. This year in particular has presented new and unprecedented circumstances for businesses around the world.
How does remote working and working from home impact international digital marketers? – The enforced lockdown has proven to many businesses that employees can be just as productive when working from home, and it is likely that companies across the globe will introduce some form of work from home policy as a result of the pandemic.
Google expands media-buying services as connected TV’s importance grows – Google has improved the forecasting tool in its Display & Video 360 demand-side platform (DSP) with added support for programmatic deals, joining existing support for open auction and YouTube.
Google Shares Exclusive Data On How B2B Buyers Changed, Adapted During COVID-19 – B2B buyers are finding that online video and online search have become more important to find the information they need. Marketers have doubled their use of digital during the COVID-19 pandemic, compared with sales and offline marketing channels.
5 Tips for Adding Connected TV to Your Holiday Ad Strategy – There’s no doubt about it – this year marketers need to add CTV to their holiday ad strategy. With total viewing time on Connected TV devices jumping 81% year-over-year, millions of shoppers will be spending more time streaming television than ever before.
YouTube Appeals To Advertisers With More Performance, Prediction Metrics For TV Ads – September is usually one of TV’s busiest months, but this year many networks are heading into fall with little (or no) new content. And that’s where YouTube is trying to come in.
AT&T plans lower-priced version of HBO Max with advertising – AT&T will debut an ad-supported version of HBO Max next spring. The new version of HBO Max will have a “light ad load,” and some shows on the service will remain advertising free and only available to subscribers who pay the full price.
Digital advertising must evolve to meet the needs of the consumer – Mobile Marketing Magazine discusses changing consumer behaviour, data and in-game advertising with Gary Taylor, Deputy MD at tmwi.
Cadbury taps into ‘pass it on’ social video trend for campaign alongside top football players – Cadbury has teamed up with some of England’s favourite football clubs to tap into the ‘pass it on’ social video trend for its latest Match & Win campaign.
YouTube lays down challenge to TikTok with Shorts – YouTube has unveiled its TikTok competitor, a mobile-based short-form video experience, as the international fate of the popular Chinese app continues to hang in the balance.
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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