OTT is Now CTV, Marketing Automation Improvements, & More | Weekly Marketing News

4 Min Read

Last week, there was a lot of marketing industry news to keep on top of, with everything from the MRC redefining OTT advertising as Connected TV and LG Ad’s new TV software making headlines. To make it easier for marketers to see it all in one place, we created this roundup of the top stories that caught our attention. 

DIGITAL

10 Digital Marketing Strategies That Move the Needle For Retailers – In this day and age, retailers have it a lot easier when it comes to marketing. Everything is more convenient–from brainstorming to execution–thanks to today’s technological advances that provide multiple channels to bolster a brand’s image. 

Did the Pandemic Change Digital Marketing for Good? – A report from Salesforce shows that nine in 10 marketing leaders believe that their digital engagement strategy has completely (48 percent) or somewhat (42 percent) changed since before the pandemic. 

Data Shows Marketers Should Focus On Messaging In Holiday Ads – Shoppers’ opinions on returning items bought online and in-store based on a PowerReviews survey in June of 7,688 U.S. consumers shows consumers in higher-income households are more likely interested in returns than lower-income households. 

How Flow State Can Make Digital Marketers More Productive – Discover practical tips to turn a regular workday into an opportunity to achieve flow state and increase your marketing productivity.

Putting People at the Heart of Digital Marketing – Marketing automation has been powering digital marketing for years now, helping businesses to personalise campaigns and to aim the right messages at the right people. For marketing to be effective, however, it is essential to use technology as an enabler, not the driver.

CONNECTED TV & STREAMING

Even Paid Content Viewers Are Surprisingly Ad-Tolerant – Consumers in the U.S. and Canada are now spending an average of $112.10 per month on pay-TV bundles, and $31.80 per month on subscription video-on-demand (SVOD), according to TiVo’s Video Trends Report Q2 2021.

CTV and the Social Media Mindset: Maximum Effort’s Approach to Bringing Creativity Back to Advertising – What do Aviation Gin and Mint Mobile ads have in common (okay, besides the fact that Ryan Reynolds stars in both of them). Firstly, both ads hopped on relevant cultural moments to create a stir.  

You Down With OTT? The MRC Says It’s Now CTV – The Media Rating Council (MRC) may have stripped Nielsen of its National and Local TV accreditation last week, but it also made another significant announcement: It is now defining over-the-top as Connected TV.

Nielsen’s Grip Over TV Ratings Loosens Amid Streaming Boom – TV ratings company Nielsen has been the behemoth in its field for decades, but the shift toward streaming is disrupting its business model and prompting buyers and sellers of ads to look at alternatives.

Amazon’s New TV is Igniting a Connected TV Ad Scramble – LG Ads announces new TV software as manufacturers look to retain control of the living room screen.

What Is OTT Advertising? (The Complete, Digestible, Non-Boring Guide) – The world of OTT is so close to us and yet so far away. On the one hand, we are very familiar with Netflix and YouTube, and we either have or know someone with a smart TV or a Roku. But on the other hand, some of us have no idea what OTT even means.

MOBILE

‘Explosive’: Why Esports Companies are Leveraging Snapchat to Reach Mobile Gamers – Like other popular social media platforms, Snapchat has boomed during the COVID-19 pandemic. With mobile gaming and esports on the rise, esports media companies are taking notice and producing more Snapchat-native content to reach this growing audience.

Be Real, Relevant And Live: Creating Social Video With Impact – Instagram is pivoting to full-screen video, TikTok has extended the length of its videos to three minutes, and YouTube just rolled out Shorts globally after achieving more than 6.5 billion daily views. If there ever was a clear-cut sign that the future of marketing is video, then this is it. 

Facebook Fantasy Games Become a Reality for Android, iOS Users in Canada, US – Fantasy football draft season is winding down with the National Football League set to kick off its season Thursday night, but Facebook rolled out a host of other fantasy options for users in Canada and the U.S. last week. 

The Pandemic Reshaped Mobile Customer Experience: 6 Things Brands Should Do Next – In this article, Mike Mafodda, director of interactive strategy, Digital CX at Capgemini Americas, discusses six things mobile-savvy brands are doing to keep up with consumer behavior since the pandemic, along with a five-step plan to create better mobile CX. 

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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