What the World Cup and Black Friday Say About the Future of Ads
by Stephen Graveman
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This week there was a lot of breaking news in the world of marketing. To make it easier to see it all in one place, we created this roundup of the stories that caught our attention.
In digital marketing news, the recent supply chain crisis has continued to cause problems for many businesses, but MediaPost has some recommendations for turning that crisis into an opportunity. They suggest starting with the tried and true methods of properly setting expectations with customers and taking advantage of gift cards. But retailers should also be taking advantage of the fact that demand now exceeds supply by increasing their investment in brand advertising. This shift in focus will ultimately help to build long-term relationships with consumers well beyond the current issues with supply chains.
And in Connected TV news, the industry has continued to evolve as more and more users turn to streaming to watch TV content. Adweek recently covered a discussion between CTV experts to take a look at the ongoing and upcoming trends that are facing Connected TV advertising. First up was the consumer shift to free and low-cost streaming services. Christopher Kleinschmidt, head of EU platform sales at Samsung Ads, said that due to the skyrocketing price of streaming subscriptions, many are looking for lower cost options, “more and more households just can’t afford to keep up with the many subscription video on demand (SVOD) services that they are subscribing to.” Also discussed was the increased frustration by viewers with poor frequency management. According to Katie Coteman, vp, advertising and partnerships at Discovery Inc, this can be frustrating for both advertisers and consumers alike, “This is where programmatic plays an important role for publishers; we need a diversity of advertisers to make sure the viewing experience in CTV is premium.”
Check out the rest of the top marketing news from this week in the roundup below.
4 Ways to Reach New Audiences With Cross-Border Business – Thanks to advancements in technology, people are experiencing moments of global discovery online through their mobile phones without the need to travel.
The Supply Chain Crisis Broke The Marketing Rules. You Should, Too – A crisis is a gift, permission to break rules and build something better. So let’s examine the supply chain crisis and how to break the rules for your business and build something better.
What is an SSP? Supply Side Platform Advertising Explained – Whether or not you’ve used them, heard of them, or are just discovering them, we’ve put together this quick guide to show what they can and cannot do, and how their role in programmatic advertising has been recently changing.
How to Eliminate Ad Repetition Once and for All – Repetition of desired messaging is key to building a successful ad campaign. Yet, in this advanced television gold rush, advertisers and viewers alike are finding it’s possible to have too much of a good thing.
To Realize the Full Potential of Retail Media, It’s Brand Consistency or Bust – As spending on digital retail media continues to surge with more brands diversifying their advertising portfolio across an even greater number of channels—brand consistency has never mattered more.
Making Programmatic Work in Connected TV – 2021 was the year of Connected TV, and 2022 is poised to be even bigger as it remains one of digital advertising’s fastest-growing platforms.
80% of CMOs Turn to Agencies for TV Strategies Amid Streaming Shift – The shift to streaming has opened new opportunities for advertisers and driven an increase in ad spending. However, the shift has also fragmented the ad buying process and made it increasingly difficult for CMOs to manage on their own.
The Key Trends Shaping the Addressable TV Market – Connected TV (CTV) has experienced massive growth in viewership as more people continue to cut the cord. This, in turn, has accelerated the discovery and use of free and low-cost streaming services, and offers advertisers new opportunities to reach TV audiences.
Is the Price (of Content) Always Right? – While the matter of content quality is mostly subjective, both media-buyers and publishers are debating if there’s a way to standardize and put a value on content.
Amazon Prime Video’s U.S. Penetration Hits 45% – Amazon Prime Video subscriber penetration reached 45% of U.S. internet households as of third-quarter 2021, according to data from Parks Associates.
For Brands That Join the Conversation, the Pros Outweigh the Cons – For businesses, the benefits of conversation are very real. Research has shown that it boosts the bottom line—based on a meta-analysis, at the upper limit, one of the 25 companies in the study saw a more than 10% increase in brand conversation lead to a 3% lift in sales.
TikTok Surpasses Snapchat As Teens’ Favorite, Facebook And Twitter Barely Register – A new survey provides more evidence that Meta has good reason to fear TikTok’s hold on teens, the demographic that drives the bulk of social media advertising spend.
What Does Elon Musk’s Twitter Look Like For Digital Marketers? – Tesla CEO Elon Musk joins Twitter’s board of directors with a 9.2% stake. What is he looking to change and how could it impact Twitter marketing?
Twitter Begins Testing Unmentioning Feature – Twitter has begun testing a new Unmentioning feature on the web, which lets users remove themselves from any tweet, including quote tweets and threads.
That’s it for the roundup this week, next week we’ll be back with another list of what’s making news in marketing.