The Tokyo Olympics, Looking Back at GDPR, & More | Weekly Marketing News

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This week has seen a lot of advertising industry news hit the headlines. To make it easier to see the most important headlines in one place, we are continuing our weekly series of bringing the news straight to you.

In digital marketing news, many are still concerned with what a cookie-less future will mean for the advertising industry at large. Recently, Google released the news that their plan to remove cookies from their Chrome browser has been delayed until 2023 – which is good news for those who haven’t come up with a plan to deal with this change yet. But as Adweek recommends in a recent article, advertisers should be taking a lesson from three years ago, when GDPR rocked the global marketing landscape. Despite the changes that had to be made to follow the new GDPR guidelines, relevant omnichannel marketing has stayed as effective as ever. And according to Adweek, this shift to a cookieless world marks a need for brands to build future-proofed and flexible strategies, without heavy reliance on identifiers.

In Connected TV news, today is the first day of the much anticipated Tokyo Olympics. And this year, there are more ways for consumers to watch than ever before. Because of the mass cord-cutting that occurred during the pandemic, many are turning to Connected TV streaming services in order to watch their favorite events. This year, to make its coverage as accessible as possible, NBCUniversal has partnered with multiple platforms, including Hulu, YouTube TV, Google TV, Apple TV+, Roku, and many more. This is good news for marketers – advertising through Connected TV allows brands to target audiences with granular precision to ensure that they are reaching the right audiences with their ads. If you are interested in more about this topic, we break down the benefits of CTV advertising during events like the Olympics here. 

For more of the week’s top marketing news stories, check out the list below.

DIGITAL

U.S. Ad Economy Continues Expansion In June, But Begins To Moderate – The U.S. ad economy continues to rebound from the COVID-19 recession, but the rate of expansion began to temper in June, according to the latest data from Standard Media Index.

For A Winning Digital Marketing Strategy, Do These Five Things – If you are starting out or struggling to create an effective campaign, here are 5 tips to grow revenue through digital marketing. 

Digital Transformation Has Come for the Ad Sales Business – The complexity of today’s advertising landscape would make Don Draper’s head spin. What used to be just print, TV and radio has morphed into an endless number of channels where audiences encounter ads, all served up by a sophisticated maze of technology. 

Saying Goodbye To Cookies – Google’s plan – recently postponed until 2023 – is to remove third-party cookies from its Chrome browser. As a result, brands accustomed to leveraging the wealth of consumer data available to drive sales are worried about what this means for their businesses in the future.

What the GDPR Freakout Can Teach Us About a Cookieless Future – For those currently fretting over the long-term sustainability of targeted marketing as we know it, it’s worth taking a lesson from the panic that consumed the global—and especially European—marketing community just three short years ago. 

CONNECTED TV & STREAMING

Local OTT/CTV Ad Sales: Spending Grows, But Not For Every Marketer – Rising efforts around local TV stations streaming/OTT businesses continue at a steady pace — but still far less than local advertisers invest when it comes to social media spending.

Why the Olympics Proves That Brands Need Connected TV Targeting – With so many channels and streaming networks vying for attention, along with a competitive global marketplace, marketers face a unique challenge: how do you find your target audience and ensure they’re seeing your ad?

CTV Key In Driving Travel Advertising Rebound – For obvious reasons, the travel category was particularly hard-hit by the pandemic lockdowns in the U.S. and across much of the world. 

Here’s How Connected TV Platforms Are Streaming the Tokyo Olympics – The 2020 Tokyo Olympics have finally arrived after a year’s delay, and thanks to Peacock and the rapidly expanding connected TV space, there are more ways to watch the Games than ever before. 

Netflix Global Subscribers Up 1.5 Million, While North American Subs Dip – Netflix grew revenues nearly 20% to $7.3 billion in the second quarter, according to its financial release, and paid subscribers over-performed – adding 1.5 million.

MOBILE

TikTok Taps Vimeo To Go After SMB Market – Google, Microsoft, and Facebook built a community of small and medium-sized companies to grow their respective ad businesses.

The 5 Mobile Marketing Metrics That Matter Most – The days of measuring an app’s success by downloads and ratings are long behind us. Instead, here are five meaningful mobile marketing metrics that every marketer should know like the back of their hand.

Brands Don’t Know What To Do With TikTok’s Comment Section – Many brands are struggling to decide what route to take in the “relatively new territory” of social advertising. But a brand’s decision to disable comments could also simply reflect its internal resources—or lack thereof.

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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