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by Tim Edmundson
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This week in marketing news, everything from the increasing ad spend on Connected TV to how the pandemic has changed digital marketing forever made headlines. To make it easier to see all the top stories in one place, we’re continuing our weekly marketing roundup series.
In digital marketing news, Adweek is taking a look back on how the pandemic changed marketing, and exploring what this channel will look like going forward. While digital marketing was already well on its way to becoming one of the top ways to advertise for many marketers, the pandemic threw that trajectory onto the fast track. According to Adweek, within a year digital marketing matured to a point it wasn’t expected to reach until 2026, with channels like online video, social, and CTV advertising making especially big headwaves. And with the upcoming year expected to offer even more opportunities to advertisers, it’s important to be ready for anything. Adweek recommends that marketers be prepared to make quick pivots and pay close attention to consumer trends in order to keep up.
And in Connected TV marketing news, new research from eMarketer reveals just how much growth the CTV ad space has seen over this year. While 2020 saw CTV ad spend reach a record $9 billion on Connected TV, by the end of 2021 CTV ad spend will reach $14.44 billion (an increase by 59.9%). According to Peter Vahle, eMarketer senior forecasting analyst at Insider Intelligence, “Demand for CTV advertising has rebounded strongly this year as marketing budgets return to normal and ad inventory increases thanks to the launch and expansion of new ad-supported streaming services. CTV ad prices are also significantly higher than last year, which has driven up the overall spend.” While eMarketer does expect that growth to slow slightly in the coming years, they forecast that CTV ad spend will continue to gain shares in ad spending through 2025, passing 10% of all digital ad spend by 2024.
Check out the rest of the articles from this week that caught our attention below.
Here’s Why You Shouldn’t Worry About Supply Chain Issues This Holiday – As the nation navigates a second year of COVID-19, systemwide supply chain issues threaten to deplete retailer inventory. All of this is set against the backdrop of a holiday season that’s projected to break records, with consumer demand higher than ever.
To Deliver Better Customer Experiences, Put Privacy-Enhancing Technologies to Work – Increased regulation and heightened privacy awareness has made it challenging to access and connect the data that can lead to those surprise and delight moments we’ve all had.
Who’s Your Audience? – Holiday Edition – Now that we’re halfway through Q4, what better way to lend a helping hand this season than through a special holiday rendition of ‘Who’s Your Audience?’ If you’ve been following industry trends, it’s clear that this holiday sales are set to eclipse last year’s.
Hold On, We’ve Entered a Digital Marketing Time Warp – Digital channels were well on their way to becoming an advertising delivery mode of choice for performance marketers when the pandemic emerged in March 2020.
CTV Analytics Will be Revolutionized – And Other 2022 Predictions – Roku is proving it’s still the biggest connected TV player out there, hitting 56.4 million active accounts in the third quarter of 2021. But Roku’s account growth has slowed notably throughout the year, from adding 5.2 million in the fourth quarter of 2020 to 1.3 million this quarter.
US Connected TV Advertising Will Approach 60% Growth by Year-End – According to Peter Vahle, eMarketer senior forecasting analyst at Insider Intelligence, “Demand for CTV advertising has rebounded strongly this year as marketing budgets return to normal and ad inventory increases thanks to the launch and expansion of new ad-supported streaming services.”
The Recipe for Your Brand’s Next Successful Ad – It’s the age-old question for advertisers: what makes the perfect ad? Thankfully, you no longer have to debate or guess. We’ve figured out the recipe for the perfect CTV ad – and we’re sneaking brands into the kitchen to learn it.
It’s Time for CTV to Deliver for TV – After years on the periphery, TV finds itself at the center of digital disruption. And according to Ad Age, innovation must help communicate the true value of programmatic advertising.
TV’s Still Missing Most Digital Advertisers – Can the CTV Surge Change That? – A new study from the IAB has framed the gulf in advertisers in TV vs. online destinations in the US market. Despite burgeoning CTV tech turning TV into a digital media, it’s still failing to attract a huge swath of SMEs that prefer the ease of social media spend.
How Adtech Platforms can Help Connected TV Realise its Full Potential – Broadcasters and technology platforms are working to align and simplify access, thereby making it easier to buy across multiple channels.
Facebook Brings Shopping Tools to Groups, Along With Product Recommendations – Facebook said Friday that it is extending shopping tools to groups and beginning to test live shopping options for creators.
Meta Creative App Platform Adds New Partners – Meta revealed new partners for the Creative App Platform it initially revealed at its F8 Refresh developer event in June.
Spring Partners with Instagram to let Creators Keep 100% of Merch Sales Profits – Creator commerce platform Spring has signed a partnership with Instagram that will see creators receive 100 per cent of merchandise sale profits during November and December, eradicating all costs of goods, manufacturing and shipping.
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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