Travel Brand Opportunities, Roku-Walmart CTV Tech, & More | Weekly Marketing News

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The world of marketing moves fast, and sometimes it can be difficult to keep up. That’s why we created this roundup of the top headlines from this week, so you can see it all in one place.

In digital marketing news, travel brands have an opportunity right now to both win back old customers and gain new ones. An article from Adweek reveals that, according to the World Travel & Tourism Council, tourism and travel in the U.S. will reach pre-pandemic levels this year. And with the previous lull in travel causing points to expire and loyalty to decrease, many consumers are looking for new travel brands through which to spend their money. Adweek has a few recommendations for those companies looking to take advantage of this opportunity, such as partnering with content creators and expanding any loyalty programs beyond points systems. Read the rest of the article here to learn more about how to connect with (and retain) travel consumers in the next year. 

In Connected TV news, new technology is making it easier than ever for advertisers to connect with consumers who watch ad-supported CTV (FAST channels). Roku and Walmart just announced a partnership that will add new “shoppable TV” options for consumers. These ad formats allow consumers to purchase Walmart products directly through the Roku app with a click of a button on their TV remotes. According to Adweek, this announcement follow’s Roku’s push into new shoppable experiences on their platform. “It’s a further innovation beyond what we announced at the NewFronts. It’s certainly a totally new execution that you haven’t seen in streaming before,” says Peter Hamilton, Roku’s head of TV commerce.

Check out the rest of the top stories this week in the roundup below. 

DIGITAL

5 Ways Consumer Shopping Behavior Has Transformed in the Past 2 Years – Many consumers—whether new, lapsed or re-engaged—over the past couple of years have tried new brands during the pandemic or shifted away from brands they were previously loyal to as their lifestyles changed. 

Marketing Analytics To Drive Business Growth – In the digital marketing world, there’s an inundation of data. Marketers need to comprehend which data is significant and which they should scrap and discard. Marketing analytics steer us in the right direction and ensure that consumer data guides our marketing actions.

Digital Marketing Mistakes Even Enterprise Businesses Make – Digital marketing can be a tough nut to crack, even for big enterprise businesses. The internet is a constantly changing landscape of apps and algorithms, a wild west of infinite opportunities, but also of infinite challenges.

For Travel Brands, Customer Loyalty Is Up for Grabs – While Covid-19 restrictions fluctuate around the world, the travel industry is still seeing strong demand from customers. According to the World Travel & Tourism Council (WTTC), travel and tourism in the U.S. will reach pre-pandemic levels in 2022. 

Your Brand’s Sustainability Story Can Build Trust – Sustainability isn’t a new concept, awareness of it has been steadily increasing over the years—and what was once thought of as inconvenient, yet necessary, adjustments to everyday life has become a social movement of lifestyle reconstruction.

Data Privacy Is the Future of Digital Marketing: Here’s How To Adapt – The world of digital marketing is approaching a new normal. Consumer privacy is no longer just a movement to monitor, but one that is reshaping the industry through regulation and action by the tech giants.

CONNECTED TV & STREAMING 

Ad Industry To Create New Streaming Viewability and Connected TV Standards – WPP’s media investment group GroupM has partnered with media companies across the advertising industry to create new standards in streaming viewability and Connected TV measurement.

Roku and Walmart Partner in Exclusive Streaming Ecommerce Offering – The companies describe the partnership as a “first-of-its-kind,” bringing commerce to TV ads, and viewers will now be able to purchase products fulfilled by Walmart directly from Roku, moving beyond the QR code.

Sun, Surf, and CTV: Summer Marketing Has Returned – Summer has finally returned. It’s a welcome sight for brands in the experiential, travel, and tourism verticals after years of lockdowns, social distancing, and virtual events as we see a return to 2019-levels of activity.

Nielsen’s New Owner Will Have Their Hands Full Measuring TV And Streaming Viewing Accurately – Nielsen Media Research held a monopoly on TV viewership and ratings numbers for decades, but some high-level executives at media companies have questioned the reliability of their numbers in recent years. 

TikTok Adds to Connected TV Viewing With Vizio Integration – Popular short-form social video app TikTok is coming to Vizio smart TVs. The Vizio application launched Thursday on the Vizio home page with a dedicated carousel showing trending genres that viewers can search.

MOBILE

Twitter, Shopify Reveal Partnership at Cannes Lions – Twitter and Shopify unveiled a new partnership at Cannes Lions Wednesday that gives all U.S. merchants on the ecommerce platform the option of tapping into the social network to find potential customers. 

Spotify Debuts Live Events Feed – Spotify replaced its Concert Hub with a new Live Events feed incorporating listings from its ticketing partners including AXS, Dice, Eventbrite, See Tickets and Ticketmaster. 

How YouTube’s Brewing TikTok Rivalry Could Impact Mobile Video Strategies – Recently surpassing 1.5 billion users, YouTube Shorts gives marketers another platform to engage consumers, though audience differences should be taken into account.

In-Game Advertising Could Generate $17.5 Billion by 2030 – A new report by Research Dive says the in-game ad market could grow by 11 percent a year to reach $17.5 billion by the end of the decade.

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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