Olympics Ad Spend, First-Party Data Strategies, & More | Weekly Marketing News

3 Min Read

This week in marketing news, sources have covered everything from ad spend during the Tokyo Olympics to thriving in a world where first-party data has become more essential than ever. In order to keep you up to date on the most important stories, here is a roundup of marketing industry articles that caught our attention. 

DIGITAL

Digital Marketing Ads Spending Analysis: Google Reports 2021 – Now a year removed from the onset of the 2020 pandemic, the digital advertising market continues to surge even after representing the majority of all media spending a year ago.

What’s Your Strategy for Thriving in a First-Party Data World? – First-party data has become more important than ever to provide the experiences consumers expect and welcome. Marketers need to better understand who these people (not devices) are and how they can be served beyond demographics. 

Major Ad Campaigns Running During the Olympics – Though the 2020 Tokyo Summer Olympics have been plagued by uncertainty due to COVID-19 and controversy, brands are still banking on the excitement of the Games. Here we take a look at how companies—official sponsors or not—are tapping into Olympic fever.  

MNTN’s New CRM Capabilities Bring Marketing Daydreams to Life – It’s every marketer’s dream: what if you could exclusively target your best and most receptive customers in a relaxed environment?

CONNECTED TV & STREAMING

Dealing With Controversial TV Content Isn’t New For Marketers, But The Olympics? – Should TV marketers read better tea leaves around public sentiment of major sports or other big TV programming events?

3 Days Of Olympics Earns $135 Million In National Ad Spend, Impressions Higher – Opening weekend of the Tokyo Summer Olympics has brought in an estimated $135.6 million in national TV advertising spend across all NBCUniversal TV networks, according to iSpot.tv.

“We’re Bringing Creativity Back to the Forefront of Advertising” – This month, MNTN’s CEO Mark Douglas joined Adweek International Editor David Griner for a NexTech: The New Era of TV Streaming. In case you missed it, below is a summary of this week’s conversation.

As Connected TV Scales Up, Industry Braces for ‘Bumpy Road’ – With Connected TV ad spend hitting $10.8 billion by the end of 2020 and expected to balloon to $13 billion by the end of 2021, the CTV space is undoubtedly having a growth spurt.

NBCU Says Digital Usage Will Equal Linear By Late 2022 – On the TV side, NBCUniversal is best known for its linear networks like NBC, USA and Bravo—but the company now projects that consumers will spend an equal amount of time with its digital properties within 18 months—or roughly the end of 2022.

MOBILE

Facebook Debuts Campaign Ideas Generator – Facebook released a Campaign Ideas Generator to help small and midsize businesses kick-start their marketing efforts on the social network and Instagram.

Unusual Olympics Put Digital, Mobile Marketing Tactics to the Test  – Dwindling viewer interest and the absence of live spectators this year mean brands must get more innovative to stand out.

Twitter Begins Pilot Test of Shop Module – Twitter kicked off a pilot test Wednesday of its Shop Module, a dedicated space at the top of a business’ profile where they can showcase their products. 

• Related: Learn more about CTV advertising.

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.

Sign Up for the Connected TV Report

Subscribe to the report Apple, Amazon, NBC and more use to get their CTV news.