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0 recovery. In the early days of the pandemic, a greater emphasis was placed on short-term priorities. A survey by LinkedIn showed that 38% of marketers focussed more on tactical execution of marketing campaigns, with 51% expecting this to continue in some form. But while there was a tendency to lean
0 to continue in some form. But while there was a tendency to lean towards short-termism, past recessions have taught us that the more successful marketers commit to long-term brand advertising. It’s safe to say that, depending on the sector, this trend is likely to continue. As we look back
0 forward to what will be, we are reminded of the impact that the pandemic has had on the world of marketing and advertising. 92% of marketers say the changes they’ve made during the pandemic will continue in the way they operate in the future. [Source: Raconteur]. So, what are these changes
0 businesses that did well and will continue to do well are those agile enough to transform in-line with changing consumer preferences and business needs. marketers need to plan for uncertainty, so invest in contingency capabilities and scenario planning. This will give you the ability to pivot quickly, allowing you to
0 getting to know your customer will be more important than ever, with those offering the best value exchange succeeding. 3. Technology and automation To help marketers establish and maintain customer relationships, technology and automation came into its own in 2020. While integrated CRMs, chatbots, and email nurturing platforms are not new
0 outbreak. According to Merkle’s COVID-19 Customer Engagement Report, New marketing technologies - put in place as a result of the coronavirus - are here to stay. marketers prioritised trying new technologies during COVID-19. Looking at marketing budgets, 50% of marketers have seen budget increases in marketing technologies, the biggest area of
0 place as a result of the coronavirus - are here to stay. Marketers prioritised trying new technologies during COVID-19. Looking at marketing budgets, 50% of marketers have seen budget increases in marketing technologies, the biggest area of investment in marketing [Source: DigitalCommerce360]. 4. Channel diversification With consumers spending more time online
0 CTV) advertising was one the big success stories of 2020, a trend set to continue in 2021 [Source: Econsultancy]. According to FreeWheel 70% of UK marketers expect to spend more on advanced TV ads, for example CTV and Video on demand (VoD) etc, in the next 12 months. But its success
0 But its success isn’t solely down to user behaviour; advertisers are more engaged with these platforms because of their greater access to performance metrics, providing marketers with data and insight into incremental reach and performance across TV and digital. 5. Finding purpose The civil rights protests of 2020 reset our expectations
0 key for their future growth [Source: Marketing Week]. Whether it’s operationally, strategically, technologically, or creatively, the biggest impact of the pandemic is in the way marketers and advertisers work. These are deep-routed changes that will have a big say on how successful your efforts are in 2021. If you’d like
1 relates the effectiveness of corporate social responsibility (CSR) appeals. A recent survey by Berlin Cameron/Perksy study, a strong majority of young consumers believe that marketers can play a positive role during the COVID-19 crisis (Taylor 2020b). As it is common to see advertising appeals focussed on CSR during the
2 all” and 7 represents “a great deal”). Despite this, survey results also document a decrease in formal experimentation on social platforms, with only 31% of marketers reporting that they conducted experiments to understand the impact of their marketing actions during the pandemic, and only 29% of marketers reporting that they invested
2 with only 31% of marketers reporting that they conducted experiments to understand the impact of their marketing actions during the pandemic, and only 29% of marketers reporting that they invested resources into building research and experimentation capabilities. These statistics indicate that marketers are implementing new, improvised strategies frequently, but without fully
2 marketing actions during the pandemic, and only 29% of marketers reporting that they invested resources into building research and experimentation capabilities. These statistics indicate that marketers are implementing new, improvised strategies frequently, but without fully understanding their effects. They need to correct this trend in 2021: socialmedia platforms provide excellent opportunities
2 trend in 2021: socialmedia platforms provide excellent opportunities to test new brand messaging, advertisements, and offerings — and to receive direct measurable feedback from target consumers. marketers must use these tools to learn. 2. Play with new channels and features on existing platforms. socialmedia strategists should always be aware of what’s new
3 to eMarketer. For media and entertainment companies (and really all advertisers), it’s critical to reach their target audience where they are: using mobile apps. Savvy marketers will increasingly leverage mobile in-app advertising in the coming months, taking advantage of its viewability, addressability and scale, among other benefits.” Kym Frank, President
3 more granular data becomes available across all platforms. Consumers who were previously restricting their mobility will emerge from their homes - hungry for experiences and interactions. marketers will look to leverage this increased out of home activity so that they can make up sales ground lost in 2020. That will mean an
3 the new digital ecosystem. As constant market disruption is accelerating consumer consumption changes, industry leaders need to have eyes on every device in the home. marketers who embrace household measurement will gain a clearer picture of return on ad spend (ROAS) and the true impact of their advertising campaigns.” Yashina Burns
3 across platforms - especially in the healthcare space where privacy is of the utmost importance - will be well-positioned to continue the services they offer to marketers amid the coming regulatory change.” Michael Schoen, SVP/GM of Marketing Solutions, Neustar “While entities like Gartner IT +0.8% and the U.S. Census Bureau have
3 Bureau have endorsed differential privacy, it’s not understood or used widely within the marketing ecosystem. In 2021, we’ll start to see a seismic shift in marketers leveraging differential privacy algorithms as a way to provide highly accurate multi-touch attribution without requiring individual-level advertising impression data. Advances in privacy like
3 be if the traditional media business will be able to handle the uptick in demand.” Anne Hunter, VP of Product Marketing, DISQO “2021 will see marketers increase focus on consumer privacy as legal requirements, technology environments and consumer expectations continue to evolve. Advertisers must bring ethics to their strategies as they
3 ever before. In 2021, we need to take what we learned from 2020 and continue to shake up the long-standing narrative around TV. For marketers , it means being completely data-driven with their TV campaigns – employing test-and-learn strategies to identify the right audiences and maximize reach and engagement
4 do you solve a problem like... making the case for advertising during a pandemic? By Sam Bradley-12 January 2021 How can agencies, creatives and marketers persuade brands to stick their neck out in the current climate? With a historic economic crisis amid the coronavirus pandemic, it’s no surprise to hear
4 advertising campaign is performing. Agencies that utilise custom measurement metrics tailored to the objectives of specific brands will achieve a better return on budgets, help marketers meet these objectives for less, and create an evidence-based case for continued advertising investment. Victoria Day, managing partner, Ogilvy UK In this unstable economic
4 of D&AD ’Never waste a good crisis’, they say and while there’s almost nothing good about this one, it does offer opportunities to ambitious marketers and their agencies. Increasing the emotional engagement of consumers with your brand during the pandemic takes deep knowledge, skill, pinpoint accuracy and considerable courage. Getting
5 viewer but also from region to region, advertising in 2021 will feel like a game of 4D chess – one that a dynamic approach can help marketers master. No wonder PepsiCo says it has pivoted its future marketing strategy to agility, having to “game-plan lots of different potential scenarios based on
6 their 2021 marketing plans. Large metropolitan areas hit hard by the pandemic experienced an exodus, with people leaving the big cities in record numbers. Brand marketers should reconsider the value of second- or third-tier markets, and target their customers where they are now. OOH advertising will drive physical and digital
6 good chance that they will be relaxed more quickly in less populated areas. This will signal a new and relatively untapped opportunity for many brand marketers who, for vanity alone, have consistently targeted major cities, like, Los Angeles, New York, and San Francisco, for billboard advertising and OOH campaigns. Understanding that
7 shows that nearly two thirds (64%) of media owners and publishers are worried about the impact of a cookieless world. And nearly half (48%) of marketers worry that their companies won’t be able to provide impactful performance without cookies. But only 40% say their companies are preparing for this – although this
7 year. Our research also shows that online video’s prominence is gaining ground; it’s forecast to be the top growth format in 2021, according to global marketers . However, the changes to cookies make digital advertising targeting and effectiveness measurement harder to do without foresight and planning. A new world of effectiveness measurement
CONSUMERS
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0 marketing budgets, 50% of marketers have seen budget increases in marketing technologies, the biggest area of investment in marketing [Source: DigitalCommerce360]. 4. Channel diversification With consumers spending more time online, at a time that suits them, and around their busy schedules, we saw a proliferation in the use of streaming services
0 suits them, and around their busy schedules, we saw a proliferation in the use of streaming services, on-demand TV and gaming platforms. And where consumers go, so do the advertisers. In fact, Connected TV (CTV) advertising was one the big success stories of 2020, a trend set to continue in
1 ripe for research relates the effectiveness of corporate social responsibility (CSR) appeals. A recent survey by Berlin Cameron/Perksy study, a strong majority of young consumers believe that marketers can play a positive role during the COVID-19 crisis (Taylor 2020b). As it is common to see advertising appeals focussed on
1 very much of interest, with the idea being that during lockdowns or increased hours staying at home, social media users may take on additional importance. consumers , and especially young consumers, may rely on these influencers (De Veirman and Hudders 2020; Lou and Yuan 2019), who often instinctively understand where they fit
1 with the idea being that during lockdowns or increased hours staying at home, social media users may take on additional importance. Consumers, and especially young consumers , may rely on these influencers (De Veirman and Hudders 2020; Lou and Yuan 2019), who often instinctively understand where they fit into a follower’s life
1 how electronic word-or-mouth (eWOM) is affected. Chu and Kim (2018) in a review of recent literature noted that eWOM has been increasing and consumers increasingly give, seek, and share brand experiences online. Research focussed on virality (see Phelps et al., 2004), and drivers and level of effect on brand
2 their go-to-market business models to focus on digital opportunities.” It is clear that socialmedia will continue to play an important role in driving consumers toward digital offerings. How can marketing leaders build upon this growing trend and plan their socialmedia marketing strategies for a post-pandemic future that is
2 this trend in 2021: socialmedia platforms provide excellent opportunities to test new brand messaging, advertisements, and offerings — and to receive direct measurable feedback from target consumers . Marketers must use these tools to learn. 2. Play with new channels and features on existing platforms. socialmedia strategists should always be aware of what’s
2 TikTok For Business, which were also released earlier this year, are similar examples. These new tools provide an opportunity to build a unique connection with consumers , who will associate their discovery of these features with the brands that first use them. A strong socialmedia marketing strategy will include a process for
2 sudden changes. Organizations willing to re-evaluate their socialmedia strategies in a rapidly changing landscape will minimize risk and maximize the opportunity to connect with consumers . (To that end, a recent Journal of Marketing article highlights how real-time shifts in socialmedia activities generate more virality online.) 6. Harness the power
2 brand. CMOs have consistently ranked brand building as their top use for socialmedia, so it is important to consider how the platform you choose impacts consumers ’ perception of your brand. In the special edition survey, consumers indicated that a “trusting relationship” is most important to them in a brand (beating out
2 use for socialmedia, so it is important to consider how the platform you choose impacts consumers’ perception of your brand. In the special edition survey, consumers indicated that a “trusting relationship” is most important to them in a brand (beating out low price, product quality, and even innovation). So always consider
2 quality, and even innovation). So always consider how the policies of socialmedia platforms (as they relate to privacy and hate speech, in particular) may undermine consumers ’ trust. 8. Reduce friction between socialmedia and e-commerce platforms. To make online shopping easy, socialmedia managers must ensure a smooth process of funneling consumers
2 consumers’ trust. 8. Reduce friction between socialmedia and e-commerce platforms. To make online shopping easy, socialmedia managers must ensure a smooth process of funneling consumers from socialmedia to their e-commerce site. A bad user experience in this area can lead to lost sales; a good one can boost them
2 reality, whatever that may be. For example, a socialmedia post that portrays a brand at a large, indoor gathering of people could be ignored by consumers who perceive it as outdated — or worse, insensitive. On the other end of the spectrum, many consumers are fatigued from content that centers around the
2 indoor gathering of people could be ignored by consumers who perceive it as outdated — or worse, insensitive. On the other end of the spectrum, many consumers are fatigued from content that centers around the virus. To resonate with followers, socialmedia content must a balance. A good example of this is the
2 an increasingly important part of the business, selecting, training, and building a strong relationship with these partners is crucial. As the Covid-19 pandemic pushes consumers to spend more time online, socialmedia becomes an increasingly important part of the connection between brands and their customers — both existing ones and potentially new
3 beginning. People want to make authentic connections with brands, not feel like a target. For an advertiser to find the right moments to connect with consumers , CTV should be in their arsenal.” Brian Morrison, CEO, Terraboost Media “The heaviest OOH spenders currently are companies thriving during the COVID era, such as
3 spenders currently are companies thriving during the COVID era, such as Amazon AMZN +0.5% and Netflix NFLX -0.2%. While roadside traffic and commutes are down, consumers still must travel to supermarkets, drugstores, and doctors’ offices. Terraboost Media has built a network 100,000+ hand sanitizing billboards located at the entrances and pharmacy
3 buying that we saw take root over the past two years will flourish in 2021, especially as more granular data becomes available across all platforms. consumers who were previously restricting their mobility will emerge from their homes - hungry for experiences and interactions. Marketers will look to leverage this increased out of
3 home activity so that they can make up sales ground lost in 2020. That will mean an emphasis on using dollars efficiently by engaging with consumers where they can best convert them to purchase. It’s a convergence of events that we feel will lead to a solid year for OOH ad
3 a solid year for OOH ad growth.” Naveen Wall, Associate Director of Client Strategy, Movable Ink “Customer retention will remain critical for streaming services as consumers reduce discretionary spending. As Pay TV households decline, the appetite for subscription stacking will grow (the stacking of several services on top of one another
3 on top of one another). Competition will heat up with new Subscription Video on Demand entrants, tiered pricing, and free ad-supported video services as consumers supplement their streaming diet with free alternatives. SVOD will continue growing, however, projections forecast a slowdown peaking in 2024 due to an overcrowded market and
3 streaming-centric future. Disney’s Premier Access of Mulan, along with WarnerMedia and AT&T’s T +0.4% approach with Wonder Woman, are redefining release windows. As consumers remain cautious about returning to theaters, expect several options to be explored in 2021, like condensing traditional release windows, partnerships between theaters and studios to
3 providers.” Amanda Shelton, VP, Product, Valassis “Amid the pandemic with people spending more time at home, connected TV grew exponentially in 2020. There are certain consumers that simply cannot be reached on traditional TV anymore – only streaming or CTV platforms. Going into 2021, this momentum will lead to continued rapid growth
3 channel. That said, we’ll see several changes in the advertising marketplace. For starters, advertisers will demand increased transparency around reporting, in terms of what content consumers are viewing, which publishers the ads are running on and their return on advertising spend.” Mahesh Narayanan, President of Affinity Answers “In 2021, I won't
3 more granularly about how media is purchased. As a result, there will likely be a shift from national campaigns towards more hyperlocal campaigns as more consumers leave major metropolitan areas where the population is denser and not as conducive to the work-from-home environment. There will be a big push
4 cultural relevance for brands – creating impact and business growth. Impactful creativity has the powerful ability to position brands at the forefront of both culture and consumers ' minds and is what sets them apart from the rest – it is the only variable. Creativity gives ’advertising’ a role and we know it's more
4 to a dismal 16%. Now more than ever people want stories that make them believe that something better is possible. Indeed we’ve found 72% of consumers want to be inspired. Yet only 53% feel inspired by brands. This ‘Inspiration Gap’ gives brands a huge opportunity to step in and provide much
4 say and while there’s almost nothing good about this one, it does offer opportunities to ambitious marketers and their agencies. Increasing the emotional engagement of consumers with your brand during the pandemic takes deep knowledge, skill, pinpoint accuracy and considerable courage. Getting it wrong can be disastrous. But get it right
4 long-term crisis in creative effectiveness and reverse the long-term decline in marketing impact. Elie Kanaan, chief marketing and strategy officer of Ogury Today, consumers are suffering from digital fatigue as online media consumption and screen time have soared across the globe. As a consequence, their tolerance for ’buy-this
4 consumption and screen time have soared across the globe. As a consequence, their tolerance for ’buy-this-now’ type of ads is close to zero. consumers are completely disengaging from annoying ‘hard sell’ advertising. To make the case for advertising, first and foremost brands need to recognise this reality and understand
4 completely disengaging from annoying ‘hard sell’ advertising. To make the case for advertising, first and foremost brands need to recognise this reality and understand that consumers crave authentic messages that respect their online experience. Secondly, brands should re-embrace the true purpose of advertising and allocate a bigger part of their
4 of advertising and allocate a bigger part of their budget towards brand and product discovery, building a positive brand image, and creating lasting relationships with consumers . This shift will address consumer demand for authentic engagement while reducing budget waste on useless advertising. Alistair MacCallum, UK chief executive officer, Kinetic Covid-19
5 time of day or weather, and campaign information around special offers or promotions. By using this information for advertising, brands can create closer connections with consumers based on their current needs and contexts. Dynamic enables brands to adapt their creative in real-time to things that consumers are experiencing – for example
5 create closer connections with consumers based on their current needs and contexts. Dynamic enables brands to adapt their creative in real-time to things that consumers are experiencing – for example, a supermarket presenting barbecue food as a heatwave begins, or a celebratory drink as your favourite football team scores a goal
5 The combination of different creative elements to build the most engaging version of an ad allows brands to be recognised and aligned with the experiences consumers care about. This flexibility is especially useful as we gradually emerge from Covid-19 restrictions, and the rules change day-by-day. The call to
5 to agility, having to “game-plan lots of different potential scenarios based on where we are with Covid, where we are with the economy, how consumers are feeling”. Achieving agile starts with expecting the unexpected, of course. But it also means conceiving of future ad creative as a Lego set – the
5 to save money on lavish, single-use campaigns. As they enter 2021, brands have a choice. Do they shut up shop, hunker down, withdraw from consumers ’ gaze and hibernate until the sun shines again? Or do they think on their feet, exploit the opportunity to get granular, to be simultaneously sensitive
5 until the sun shines again? Or do they think on their feet, exploit the opportunity to get granular, to be simultaneously sensitive and bold, as consumers ’ own circumstances dictate? Unlike dynamic advertising, I think there is really only one option
6 advertising and OOH campaigns. Understanding that cities experienced an exodus throughout the pandemic should give advertisers a reason to think twice about where their target consumers live, shop, and spend their time. It’s not just the big cities (nor was it ever). 3) Optimizing for return on ad spend (ROAS) will
7 gaps. WPP CEO Mark Read spoke about data in our recent Future Proof podcast, saying “Clients can use the insights they have about their own consumers – in terms of what they buy, where they buy it, what media they consume, when they consume media, how they shop – and use that to
DATA
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0 will give you the ability to pivot quickly, allowing you to adapt strategies as necessary. Test and learn methodologies will be key. And set up data and insight loops to understand ongoing changes and adapt quicker than your competitors. Businesses that are able to tap into the freshest data, will help
0 set up data and insight loops to understand ongoing changes and adapt quicker than your competitors. Businesses that are able to tap into the freshest data , will help them to understand their customer’s better, allowing them to better engage and create more relevant impactful messaging [Source: Econsultancy]. 2. Customer-first powered
0 help them to understand their customer’s better, allowing them to better engage and create more relevant impactful messaging [Source: Econsultancy]. 2. Customer-first powered by data As previously mentioned, those businesses who better understood their customers were better placed to serve their customers. Providing a good experience during these times will
0 success isn’t solely down to user behaviour; advertisers are more engaged with these platforms because of their greater access to performance metrics, providing marketers with data and insight into incremental reach and performance across TV and digital. 5. Finding purpose The civil rights protests of 2020 reset our expectations of brands
1 towards privacy change during a pandemic that may require mass testing and/or vaccinations would also be of interest in an environment where concerns about data protection had been heightened prior to the pandemic, manifested in the General Data Protection Regulation in the EU and the California Consumer Privacy Act (Taylor
1 vaccinations would also be of interest in an environment where concerns about data protection had been heightened prior to the pandemic, manifested in the General data Protection Regulation in the EU and the California Consumer Privacy Act (Taylor 2019). Another area worth of exploring is how electronic word-or-mouth (eWOM
3 to find growth pockets for nationally topped-out brands. First results of trials of the WFA/ANA cross-platform measurement specifications will reveal that panel data cannot be used as a truth source and that combining big and panel data is more complicated but do-able. DCT expansion will result in
3 the WFA/ANA cross-platform measurement specifications will reveal that panel data cannot be used as a truth source and that combining big and panel data is more complicated but do-able. DCT expansion will result in new ROAS compilations that will benefit all television forms. Addressable TV will become easier
3 emergence of outcome-based planning and buying that we saw take root over the past two years will flourish in 2021, especially as more granular data becomes available across all platforms. Consumers who were previously restricting their mobility will emerge from their homes - hungry for experiences and interactions. Marketers will look
3 embrace household measurement will gain a clearer picture of return on ad spend (ROAS) and the true impact of their advertising campaigns.” Yashina Burns, Director, data Privacy and Legal Affairs, DeepIntent, “While CPRA won’t become law until 2023, other states will likely create similar regulations in the interim and further push
3 need to get ready now by focusing on privacy-friendly solutions that limit the use of sensitive personal information. Publishers and platforms that offer compliant data collection across platforms - especially in the healthcare space where privacy is of the utmost importance - will be well-positioned to continue the services they offer
3 a seismic shift in marketers leveraging differential privacy algorithms as a way to provide highly accurate multi-touch attribution without requiring individual-level advertising impression data . Advances in privacy like this are needed because traditional privacy safeguards, like anonymization, have been found to be ineffective. This advanced data science approach ensures
3 level advertising impression data. Advances in privacy like this are needed because traditional privacy safeguards, like anonymization, have been found to be ineffective. This advanced data science approach ensures brands can measure advertising performance across closed media platforms in a privacy-centric way without relying on third-party cookies and MAIDs
3 search results on TV devices (like Roku, Samsung) may become an increasingly adopted tactic.” Kristin Dolan, Founder & CEO, 605 “Fragmentation of TV puts premium on data -driven audiences. With the ongoing pandemic, we’ve seen more people spend more time at home – in front of screens, so the attention paid to how
3 relevant than ever. An abundance of programming, on new platforms, designed for niche audiences means an increasingly fragmented TV environment that places a premium on data -driven insights. To succeed, especially when working with constrained budgets, advertisers will need to determine where and when their target audiences are consuming TV content
3 grow via new forms of technology that will help advertisers track campaign performance. New measurement options will emerge allowing broadcasters to add other forms of data to the story they are telling advertisers. Talent will begin to migrate to other distribution platforms as their fear of the future will continue to
3 and representation. Across the board, there is an increasing premium on clarity of purpose and authenticity. In 2021, this will extend further into transparency around data collection with consent and trust.” Jo Kinsella, President, TVSquared “TV has undergone warp-speed acceleration, with transparent, cross-platform measurement and automation at scale empowering
3 need to take what we learned from 2020 and continue to shake up the long-standing narrative around TV. For marketers, it means being completely data -driven with their TV campaigns – employing test-and-learn strategies to identify the right audiences and maximize reach and engagement across platforms and devices. For
4 shift their communications strategies to cultivate creativity in the time of quarantine, the same applied to us. Mike Campbell, head of effectiveness, Ebiquity In short, data . Data provides the insights needed to truly understand the value of a brand’s investment and, when used correctly, will speak the boardroom’s language in terms
4 their communications strategies to cultivate creativity in the time of quarantine, the same applied to us. Mike Campbell, head of effectiveness, Ebiquity In short, data. data provides the insights needed to truly understand the value of a brand’s investment and, when used correctly, will speak the boardroom’s language in terms of
4 Optimal media planning benefits from the rigorous application of marketing analytics, including techniques such as market mix modelling, rigorous testing, and brand equity modelling. This data -driven approach enables brands to choose the right level of investment for brands and markets, depending on the specific brand, the category and number/scale
4 chief executive officer, Kinetic Covid-19 has had a profound effect on the way we shop, commute, and live our everyday lives. Yet, device-level data is showing that on certain formats such as roadside and POS, audiences remain robust – with 19 million still travelling to work daily, to supermarkets and
5 Adapting to the real world in real-time What is dynamic advertising? Simply, it is ad placements that account for a wide range of current data points, including location, demographics, environmental data such as time of day or weather, and campaign information around special offers or promotions. By using this information
5 real-time What is dynamic advertising? Simply, it is ad placements that account for a wide range of current data points, including location, demographics, environmental data such as time of day or weather, and campaign information around special offers or promotions. By using this information for advertising, brands can create closer
5 approach packs an added punch in campaigns. Advertisers can instantly adjust elements such as voice-overs, script lines and imagery based on contextual clues and data signals, which makes the creative more attention-grabbing and helps to break through the noise. In practice, brands can draw on tools such as synthetic
5 but the bricks can nevertheless be assembled in many different ways. Start demanding dynamic capabilities of your ad platforms today and start collecting the audience data necessary to quickly go custom. But don’t confine your agile ambitions simply to riding out Covid-19. Dynamic advertising allows brands to save money on
7 Tough Cookies Media Trends Predictions Jane Ostler In Kantar’s Media Trends & Predictions 2021, we discuss the changes happening in the media world and share our data -supported views about what will stick or twist next year. Some of the trends are more front-of-house: for example, audience behaviours like co
7 world of ad effectiveness measurement; without that, advertisers will only have a partial view of their campaigns. Direct integrations with publishers can gather deterministic exposure data on permissioned panellists in an anonymised and privacy-compliant way where possible. But where publishers aren’t ready, validated probabilistic and analytics-based modelling at scale
7 possible. But where publishers aren’t ready, validated probabilistic and analytics-based modelling at scale will fill in the gaps. WPP CEO Mark Read spoke about data in our recent Future Proof podcast, saying “Clients can use the insights they have about their own consumers – in terms of what they buy, where
7 which have been created using fully permissioned audiences. The major platforms will continue to offer digital effectiveness and targeting solutions based on their own siloed data , but this won’t answer advertisers’ more holistic campaign effectiveness questions. In this new paradigm of regulatory-led privacy initiatives, alternative measures like fingerprinting and plug
7 doing together, in a role where the simplistic way of doing things – i.e. the cookie – are going away, and I think that figuring out the data story is going to be critical
MEDIA
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1 authenticity and its relationship with effectiveness and whether there is variation by generation would appear to be ripe for study during the pandemic. Changes in media habits and the potential for effective marketer response in terms of promoting a product or service is also of interest. For example, some musicians have
1 some musicians have turned to offering free concerts online and wineries offer virtual taskings. Digital is believed to be less hard hit than some other media as those quarantined can spend time on the internet, but research on what formats and what type of targeting work most effectively would make for
1 by Jaysen Gillespie of Criteo is also very much of interest, with the idea being that during lockdowns or increased hours staying at home, social media users may take on additional importance. Consumers, and especially young consumers, may rely on these influencers (De Veirman and Hudders 2020; Lou and Yuan 2019
3 From The Experts: media And Advertising In 2021 Brad Adgate Brad AdgateContributor Media Brad Adgate is an Independent Media Consultant By all accounts 2020 was a miserable year. A
3 From The Experts: Media And Advertising In 2021 Brad Adgate Brad AdgateContributor media Brad Adgate is an Independent Media Consultant By all accounts 2020 was a miserable year. A global pandemic led to an economic recession impacting the
3 From The Experts: Media And Advertising In 2021 Brad Adgate Brad AdgateContributor Media Brad Adgate is an Independent media Consultant By all accounts 2020 was a miserable year. A global pandemic led to an economic recession impacting the ad marketplace. Production studios the television
3 election and in January the U.S. will have a new President. What else could happen in 2021? We asked some experts. Tim Jones, CEO, Publicis media Americas “The old rules no longer apply: Cookies are going away, commerce has exploded and consumer expectations are driving the industry towards new future proofing
3 Rob Davis, President & CMO, Novus Next "Two growing marketer needs that were accelerated by the pandemic will extend into 2021: flexibility and customization. Long-term media deals are becoming ever-rarer as advertisers face continued economic and operational uncertainty; they need increasing flexibility to quickly pull back or shut off their
3 to quickly pull back or shut off their advertising. Similarly, many brands—be they regional or national in distribution— will increasingly be looking to local media to help adapt to the wide array of local COVID regulations, closures and variance in consumer demand. Geo-targeted media will offer the needed customization
3 increasingly be looking to local media to help adapt to the wide array of local COVID regulations, closures and variance in consumer demand. Geo-targeted media will offer the needed customization. " Esther Maguire SVP of Marketing, VideoAmp “Connected TV Prevails: It’s important to reach people when they’re most receptive to consuming
3 like a target. For an advertiser to find the right moments to connect with consumers, CTV should be in their arsenal.” Brian Morrison, CEO, Terraboost media “The heaviest OOH spenders currently are companies thriving during the COVID era, such as Amazon AMZN +0.5% and Netflix NFLX -0.2%. While roadside traffic and
3 Amazon AMZN +0.5% and Netflix NFLX -0.2%. While roadside traffic and commutes are down, consumers still must travel to supermarkets, drugstores, and doctors’ offices. Terraboost media has built a network 100,000+ hand sanitizing billboards located at the entrances and pharmacy wait areas of retailers such as CVS, Rite Aid, and Stop
3 such as CVS, Rite Aid, and Stop & Shop. CPM are low, frequency high, and OOH affords opportunities to break through the clutter in ways other media cannot replicate. Our hand sanitizing billboards provide advertisers the ability to sponsor health and wellness and keep families safe.” Bill Harvey, Executive Chairman, Bill Harvey
3 Harvey Consulting “Optimism will rise as vaccinations reverse the pandemic tide. Because this will happen unevenly by market, brands will increase their use of local media and rediscover its ability to find growth pockets for nationally topped-out brands. First results of trials of the WFA/ANA cross-platform measurement specifications
3 After all, Americans have been spending more time looking at their mobile device screens than they’ve spent watching TV since 2019, according to eMarketer. For media and entertainment companies (and really all advertisers), it’s critical to reach their target audience where they are: using mobile apps. Savvy marketers will increasingly leverage
3 because traditional privacy safeguards, like anonymization, have been found to be ineffective. This advanced data science approach ensures brands can measure advertising performance across closed media platforms in a privacy-centric way without relying on third-party cookies and MAIDs.” Bill Magnuson, co-founder and CEO, Braze “In 2021, streaming brands
3 lifecycle marketing where everything from onboarding to ongoing customer engagement is examined and tested every day.” Raman Abrol, General Manager and Chief Commercial Officer, Amdocs media “COVID-19 accelerated the debate around theatrical runs, premium VOD and a streaming-centric future. Disney’s Premier Access of Mulan, along with WarnerMedia and AT
3 the ads are running on and their return on advertising spend.” Mahesh Narayanan, President of Affinity Answers “In 2021, I won't be surprised if some media companies enter the TV device market or Internet TV market (via stick, like Roku or Amazon Fire TV Stick), to control the end-user experience
3 offers better flexibility for allocating ad spend, providing granular targeting and the opportunity to manage campaigns on-the-fly.” Buzz Knight, CEO/Founder, Buzz Knight media “The balance sheets of broadcast companies will continue trending with lower margins yielding more experimentation to create new revenue streams. Diversity will continue to be
3 pace in 2021, but this comeback won't happen simultaneously across all regions. What we'll see is advertisers in a sprint to reclaim out-of-home media in high traffic commuter areas as people come back to work. Airport advertising, transit advertising and large billboards in Los Angeles and New York will
3 direct-to-consumer customers.” James Heller, CEO and Co-Founder, Wrapify “In 2021, I believe we will see large brands thinking more granularly about how media is purchased. As a result, there will likely be a shift from national campaigns towards more hyperlocal campaigns as more consumers leave major metropolitan areas
3 push for transit and out-of-home advertising next year if a COVID-19 vaccine becomes available, but the challenge will be if the traditional media business will be able to handle the uptick in demand.” Anne Hunter, VP of Product Marketing, DISQO “2021 will see marketers increase focus on consumer
4 correctly, will speak the boardroom’s language in terms of the clear ROI and growth needed to persuade even the most cautious chief finance officer. Optimal media planning benefits from the rigorous application of marketing analytics, including techniques such as market mix modelling, rigorous testing, and brand equity modelling. This data-driven
4 the long-term decline in marketing impact. Elie Kanaan, chief marketing and strategy officer of Ogury Today, consumers are suffering from digital fatigue as online media consumption and screen time have soared across the globe. As a consequence, their tolerance for ’buy-this-now’ type of ads is close to zero
4 OOH will have a huge role to play in future-proofing brands publicly, building confidence and trust while driving physical and online behaviours. No other media channel delivers the universal and inclusive reach that OOH does and will continue to offer to brands and businesses
6 advertising has come a long way, offering audience-based targeting, place-based targeting and multi-channel retargeting. New technology is helping the brands who’ve brought media planning and media buying in house, and making the once-manual and time-consuming process much more efficient. Making predictions in a sea of uncertainty
6 a long way, offering audience-based targeting, place-based targeting and multi-channel retargeting. New technology is helping the brands who’ve brought media planning and media buying in house, and making the once-manual and time-consuming process much more efficient. Making predictions in a sea of uncertainty—much less when
6 are finally catching on. 4) Brands and agencies will turn to technology to plan OOH campaigns Last year, more and more brands began bringing their media planning and buying in-house. This has been accelerated even more during the COVID-19 pandemic. Brands have had to cut costs to stay afloat
7 Tough Cookies media Trends Predictions Jane Ostler In Kantar’s Media Trends & Predictions 2021, we discuss the changes happening in the media world and share our data-supported views
7 Tough Cookies Media Trends Predictions Jane Ostler In Kantar’s media Trends & Predictions 2021, we discuss the changes happening in the media world and share our data-supported views about what will stick or twist next
7 Tough Cookies Media Trends Predictions Jane Ostler In Kantar’s Media Trends & Predictions 2021, we discuss the changes happening in the media world and share our data-supported views about what will stick or twist next year. Some of the trends are more front-of-house: for
7 for advertisers and publishers, which means big changes in the ways in which the industry can track ad exposure and target digital advertising. Kantar’s recent media Reactions research shows that nearly two thirds (64%) of media owners and publishers are worried about the impact of a cookieless world. And nearly half
7 ways in which the industry can track ad exposure and target digital advertising. Kantar’s recent Media Reactions research shows that nearly two thirds (64%) of media owners and publishers are worried about the impact of a cookieless world. And nearly half (48%) of marketers worry that their companies won’t be able
7 Proof podcast, saying “Clients can use the insights they have about their own consumers – in terms of what they buy, where they buy it, what media they consume, when they consume media, how they shop – and use that to drive the optimisation of the whole marketing ecosystem, including paid media, integrating
7 the insights they have about their own consumers – in terms of what they buy, where they buy it, what media they consume, when they consume media , how they shop – and use that to drive the optimisation of the whole marketing ecosystem, including paid media, integrating the marketing ecosystem more tightly…” And
7 what media they consume, when they consume media, how they shop – and use that to drive the optimisation of the whole marketing ecosystem, including paid media , integrating the marketing ecosystem more tightly…” And as part of making the ecosystem more efficient, new ways of targeting will come to the fore. We’ll
BRANDS
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0 and digital. 5. Finding purpose The civil rights protests of 2020 reset our expectations of brands both in terms of consumer-facing messages but also internal practices. Whilst some brands were
0 of brands both in terms of consumer-facing messages but also internal practices. Whilst some brands were caught out for chiming in on issues unrelated to their brand values or purpose
0 Drive]. Purpose-driven marketing is nothing new, but the pandemic has left a need for brands to be deeply attuned to why they exist and who they were built to serve
2 a unique connection with consumers, who will associate their discovery of these features with the brands that first use them. A strong socialmedia marketing strategy will include a process for identifying
2 the next three years. As online traffic continues to increase, it will be critical for brands to identify the right influencers to attract target customers and identify growth segments. It will
2 e-commerce site. 9. Adapt your creative content to the times. It is important for brands to keep creative content relevant to the current Covid-19 reality, whatever that may be
2 to spend more time online, socialmedia becomes an increasingly important part of the connection between brands and their customers — both existing ones and potentially new ones. Now is the time to
3 expectations are driving the industry towards new future proofing opportunities and structures. In order for brands to succeed in a platform world, they must be digitally-resilient, have identity systems to
3 at scale and have the infrastructure set up to deliver relevant and meaningful experiences. When brands progress in all of these areas, they can create long-term consumer value and maintain
3 they need increasing flexibility to quickly pull back or shut off their advertising. Similarly, many brands —be they regional or national in distribution— will increasingly be looking to local media to
3 death of the cookie are only the beginning. People want to make authentic connections with brands , not feel like a target. For an advertiser to find the right moments to connect
3 will rise as vaccinations reverse the pandemic tide. Because this will happen unevenly by market, brands will increase their use of local media and rediscover its ability to find growth pockets
3 of local media and rediscover its ability to find growth pockets for nationally topped-out brands . First results of trials of the WFA/ANA cross-platform measurement specifications will reveal that
3 safeguards, like anonymization, have been found to be ineffective. This advanced data science approach ensures brands can measure advertising performance across closed media platforms in a privacy-centric way without relying
3 third-party cookies and MAIDs.” Bill Magnuson, co-founder and CEO, Braze “In 2021, streaming brands will need to step up their sophisticated retention efforts. Despite the saturation in streaming as
3 James Heller, CEO and Co-Founder, Wrapify “In 2021, I believe we will see large brands thinking more granularly about how media is purchased. As a result, there will likely be
4 a pandemic? By Sam Bradley-12 January 2021 How can agencies, creatives and marketers persuade brands to stick their neck out in the current climate? With a historic economic crisis amid
4 translated into more cautious advertising investment. But agencies can achieve the desired business outcomes for brands with fewer resources through a more robust approach to measurement. Gone are the days of
4 campaign is performing. Agencies that utilise custom measurement metrics tailored to the objectives of specific brands will achieve a better return on budgets, help marketers meet these objectives for less, and
4 advertising is to make the case for creativity. Creativity is what creates cultural relevance for brands – creating impact and business growth. Impactful creativity has the powerful ability to position brands at
4 for brands – creating impact and business growth. Impactful creativity has the powerful ability to position brands at the forefront of both culture and consumers' minds and is what sets them apart
4 more important than ever in times of economic uncertainty to keep the lights on. When brands and agencies act as an integrated unit with their finger on the pulse of culture
4 two-thirds of people also feeling a heightened affinity to their local areas, OOH enables brands to effectively build emotional connections, using “dynamic digital” to deliver messaging with the local context
4 want to be inspired. Yet only 53% feel inspired by brands. This ‘Inspiration Gap’ gives brands a huge opportunity to step in and provide much-needed hope to a disillusioned Britain
4 as market mix modelling, rigorous testing, and brand equity modelling. This data-driven approach enables brands to choose the right level of investment for brands and markets, depending on the specific
4 modelling. This data-driven approach enables brands to choose the right level of investment for brands and markets, depending on the specific brand, the category and number/scale of competitors, and
4 the brand is a market leader or a challenger. By adopting this way of working, brands can address the long-term crisis in creative effectiveness and reverse the long-term decline
4 disengaging from annoying ‘hard sell’ advertising. To make the case for advertising, first and foremost brands need to recognise this reality and understand that consumers crave authentic messages that respect their
4 this reality and understand that consumers crave authentic messages that respect their online experience. Secondly, brands should re-embrace the true purpose of advertising and allocate a bigger part of their
4 life in Q2/Q3, OOH will have a huge role to play in future-proofing brands publicly, building confidence and trust while driving physical and online behaviours. No other media channel
4 delivers the universal and inclusive reach that OOH does and will continue to offer to brands and businesses
5 the year. Tightening spending was not the only reason, although that certainly played a part. brands also questioned whether their existing campaigns would be inappropriate, their creative ineffective against the backdrop
5 weather, and campaign information around special offers or promotions. By using this information for advertising, brands can create closer connections with consumers based on their current needs and contexts. Dynamic enables
5 can create closer connections with consumers based on their current needs and contexts. Dynamic enables brands to adapt their creative in real-time to things that consumers are experiencing – for example
5 combination of different creative elements to build the most engaging version of an ad allows brands to be recognised and aligned with the experiences consumers care about. This flexibility is especially
5 store dining as needed, without having to rework the creative from scratch. It also means brands can react to the different stages of restrictions at a global and regional level, and
5 makes the creative more attention-grabbing and helps to break through the noise. In practice, brands can draw on tools such as synthetic voice, which recreates human speech and provides that
5 last few months, we have seen how quick reactions to events can make or break brands , and how dynamic advertising gives them the edge when the unexpected happens. We know how
5 Geico pulled an ad depicting high-fives, for example. But that is sales agility. Viable brands don’t have to waste either already purchased inventory or the ongoing advertising opportunity to be
5 But don’t confine your agile ambitions simply to riding out Covid-19. Dynamic advertising allows brands to save money on lavish, single-use campaigns. As they enter 2021, brands have a
5 advertising allows brands to save money on lavish, single-use campaigns. As they enter 2021, brands have a choice. Do they shut up shop, hunker down, withdraw from consumers’ gaze and
6 world begins to open back up in 2021, customers will resume their usual activities again. brands should plan for this now and work out-of-home (OOH) advertising into their 2021
6 audience-based targeting, place-based targeting and multi-channel retargeting. New technology is helping the brands who’ve brought media planning and media buying in house, and making the once-manual and
6 And as you may have guessed it, the more people go outside, the more opportunities brands will have to engage with them via OOH advertising. This doesn’t mean people will suddenly
6 with the physical world again will take on an entirely new meaning for some time. brands should plan for this now. 2) Advertisers will see new value in second- or third
6 but it’s also so much more than that—and advertisers are finally catching on. 4) brands and agencies will turn to technology to plan OOH campaigns Last year, more and more
6 and agencies will turn to technology to plan OOH campaigns Last year, more and more brands began bringing their media planning and buying in-house. This has been accelerated even more
6 and buying in-house. This has been accelerated even more during the COVID-19 pandemic. brands have had to cut costs to stay afloat during this recession and also learn how
Advertising
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0 5 ways the pandemic will change marketing and advertising in 2021 Love what you do James Perrin With 2020 firmly in the rear mirror, it’s safe to say its impact on marketing and advertising has been colossal. Reduced budgets, changing consumer demands, and evolving
0 5 ways the pandemic will change marketing and advertising in 2021 Love what you do James Perrin With 2020 firmly in the rear mirror, it’s safe to say its impact on marketing and advertising has been colossal. Reduced budgets, changing consumer demands, and evolving business needs has meant a huge year of change…and an even bigger year of learning. But as we start the new year under a
0 with 51% expecting this to continue in some form. But while there was a tendency to lean towards short-termism, past recessions have taught us that the more successful marketers commit to long-term brand advertising . It’s safe to say that, depending on the sector, this trend is likely to continue. As we look back at what was, and forward to what will be, we are reminded of the impact that
0 trend is likely to continue. As we look back at what was, and forward to what will be, we are reminded of the impact that the pandemic has had on the world of marketing and advertising . 92% of marketers say the changes they’ve made during the pandemic will continue in the way they operate in the future. [Source: Raconteur]. So, what are these changes, and what do they mean for your
0 them, and around their busy schedules, we saw a proliferation in the use of streaming services, on-demand TV and gaming platforms. And where consumers go, so do the advertisers. In fact, Connected TV (CTV) advertising was one the big success stories of 2020, a trend set to continue in 2021 [Source: Econsultancy]. According to FreeWheel 70% of UK marketers expect to spend more on advanced TV ads, for example CTV
1 These are challenging times for the advertising industry. The past few months have seen advertising expenditures in much of the world decline substantially. The situation is likely to worsen at least somewhat in the near terms, with Statistica predicting that $26 billion
1 The past few months have seen advertising expenditures in much of the world decline substantially. The situation is likely to worsen at least somewhat in the near terms, with Statistica predicting that $26 billion in advertising revenue will be lost in the
1 The past few months have seen advertising expenditures in much of the world decline substantially. The situation is likely to worsen at least somewhat in the near terms, with Statistica predicting that $26 billion in advertising revenue will be lost in the U.S. due to the COVID-19 pandemic (Vorhaus 2020). While no one can be certain how long the pandemic and its impact will be felt there appears to be
1 changing environment is essential to many in the ad and marketing business. While the International Journal does not plan a special issue on the COVID-19 pandemic (our Routledge/Taylor & Francis sister journal, Journal of advertising will be), submissions on the topic are welcome. As we cannot be certain of the duration of the pandemic, authors are especially encouraged to focus on broad implications of their findings that may apply when
1 A recent survey by Berlin Cameron/Perksy study, a strong majority of young consumers believe that marketers can play a positive role during the COVID-19 crisis (Taylor 2020b). As it is common to see advertising appeals focussed on CSR during the pandemic, research on the effectiveness of various appeal types (e.g. consumer safety, employee welfare, honouring first responders, donations to charity) can be research using established theoretical frameworks (see Schaefer
2 become critical to marketing during the pandemic. The survey reported that socialmedia spending has increased from 13.3% of marketing budgets in February 2020 to 23.2% in June 2020 — a 74% lift. Meanwhile, spending on traditional advertising is projected to decline, as CMOs estimate a 5.3% reduction in traditional advertising channels in the next 12 months. Companies are seeing a historic return on their socialmedia investments, according to the survey. The self
2 has increased from 13.3% of marketing budgets in February 2020 to 23.2% in June 2020 — a 74% lift. Meanwhile, spending on traditional advertising is projected to decline, as CMOs estimate a 5.3% reduction in traditional advertising channels in the next 12 months. Companies are seeing a historic return on their socialmedia investments, according to the survey. The self-reported contribution of socialmedia to overall company performance has risen sharply, up 24
3 From The Experts: Media And advertising In 2021 Brad Adgate Brad AdgateContributor Media Brad Adgate is an Independent Media Consultant By all accounts 2020 was a miserable year. A global pandemic led to an economic recession impacting the ad marketplace. Production
3 will extend into 2021: flexibility and customization. Long-term media deals are becoming ever-rarer as advertisers face continued economic and operational uncertainty; they need increasing flexibility to quickly pull back or shut off their advertising . Similarly, many brands—be they regional or national in distribution— will increasingly be looking to local media to help adapt to the wide array of local COVID regulations, closures and variance in consumer demand. Geo
3 since 2019, according to eMarketer. For media and entertainment companies (and really all advertisers), it’s critical to reach their target audience where they are: using mobile apps. Savvy marketers will increasingly leverage mobile in-app advertising in the coming months, taking advantage of its viewability, addressability and scale, among other benefits.” Kym Frank, President, Geopath “The emergence of outcome-based planning and buying that we saw take root over the past
3 changes, industry leaders need to have eyes on every device in the home. Marketers who embrace household measurement will gain a clearer picture of return on ad spend (ROAS) and the true impact of their advertising campaigns.” Yashina Burns, Director, Data Privacy and Legal Affairs, DeepIntent, “While CPRA won’t become law until 2023, other states will likely create similar regulations in the interim and further push the ad industry to adopt
3 used widely within the marketing ecosystem. In 2021, we’ll start to see a seismic shift in marketers leveraging differential privacy algorithms as a way to provide highly accurate multi-touch attribution without requiring individual-level advertising impression data. Advances in privacy like this are needed because traditional privacy safeguards, like anonymization, have been found to be ineffective. This advanced data science approach ensures brands can measure advertising performance across closed media
3 without requiring individual-level advertising impression data. Advances in privacy like this are needed because traditional privacy safeguards, like anonymization, have been found to be ineffective. This advanced data science approach ensures brands can measure advertising performance across closed media platforms in a privacy-centric way without relying on third-party cookies and MAIDs.” Bill Magnuson, co-founder and CEO, Braze “In 2021, streaming brands will need to step up their
3 simply cannot be reached on traditional TV anymore – only streaming or CTV platforms. Going into 2021, this momentum will lead to continued rapid growth in this channel. That said, we’ll see several changes in the advertising marketplace. For starters, advertisers will demand increased transparency around reporting, in terms of what content consumers are viewing, which publishers the ads are running on and their return on advertising spend.” Mahesh Narayanan, President of
3 see several changes in the advertising marketplace. For starters, advertisers will demand increased transparency around reporting, in terms of what content consumers are viewing, which publishers the ads are running on and their return on advertising spend.” Mahesh Narayanan, President of Affinity Answers “In 2021, I won't be surprised if some media companies enter the TV device market or Internet TV market (via stick, like Roku or Amazon Fire TV Stick
3 data to the story they are telling advertisers. Talent will begin to migrate to other distribution platforms as their fear of the future will continue to creep in.” Matthew O'Connor, CEO, AdQuick “Out-of-home advertising will rebound at a frenetic pace in 2021, but this comeback won't happen simultaneously across all regions. What we'll see is advertisers in a sprint to reclaim out-of-home media in high traffic commuter
3 but this comeback won't happen simultaneously across all regions. What we'll see is advertisers in a sprint to reclaim out-of-home media in high traffic commuter areas as people come back to work. Airport advertising , transit advertising and large billboards in Los Angeles and New York will rebound first as advertisers seek to target prospective B2B software and direct-to-consumer customers.” James Heller, CEO and Co-Founder, Wrapify “In
3 comeback won't happen simultaneously across all regions. What we'll see is advertisers in a sprint to reclaim out-of-home media in high traffic commuter areas as people come back to work. Airport advertising, transit advertising and large billboards in Los Angeles and New York will rebound first as advertisers seek to target prospective B2B software and direct-to-consumer customers.” James Heller, CEO and Co-Founder, Wrapify “In 2021, I
3 campaigns as more consumers leave major metropolitan areas where the population is denser and not as conducive to the work-from-home environment. There will be a big push for transit and out-of-home advertising next year if a COVID-19 vaccine becomes available, but the challenge will be if the traditional media business will be able to handle the uptick in demand.” Anne Hunter, VP of Product Marketing, DISQO
4 How do you solve a problem like... making the case for advertising during a pandemic? By Sam Bradley-12 January 2021 How can agencies, creatives and marketers persuade brands to stick their neck out in the current climate? With a historic economic crisis amid the coronavirus pandemic
4 climate? With a historic economic crisis amid the coronavirus pandemic, it’s no surprise to hear that many advertisers have pulled back spend over the last 12 months. Once again it’s up to those in the advertising industry to sing for their supper and make the case to clients to keep spending, keep talking and keep advertising their wares. But with conditions far harsher than even a ’normal’ recession, they’ll need to
4 back spend over the last 12 months. Once again it’s up to those in the advertising industry to sing for their supper and make the case to clients to keep spending, keep talking and keep advertising their wares. But with conditions far harsher than even a ’normal’ recession, they’ll need to be more persuasive than ever before. How do you make the case for advertising during a pandemic? Jenny Kirby, managing
4 keep spending, keep talking and keep advertising their wares. But with conditions far harsher than even a ’normal’ recession, they’ll need to be more persuasive than ever before. How do you make the case for advertising during a pandemic? Jenny Kirby, managing partner, GroupM When Covid-19 hit, it left a long-lasting dent in consumer confidence and spending across a range of sectors, which translated into more cautious advertising investment
4 for advertising during a pandemic? Jenny Kirby, managing partner, GroupM When Covid-19 hit, it left a long-lasting dent in consumer confidence and spending across a range of sectors, which translated into more cautious advertising investment. But agencies can achieve the desired business outcomes for brands with fewer resources through a more robust approach to measurement. Gone are the days of cost-per-click (CPC) and click-through-rates (CTR
4 outcomes for brands with fewer resources through a more robust approach to measurement. Gone are the days of cost-per-click (CPC) and click-through-rates (CTR) being the only indicators for how a digital advertising campaign is performing. Agencies that utilise custom measurement metrics tailored to the objectives of specific brands will achieve a better return on budgets, help marketers meet these objectives for less, and create an evidence-based
4 Agencies that utilise custom measurement metrics tailored to the objectives of specific brands will achieve a better return on budgets, help marketers meet these objectives for less, and create an evidence-based case for continued advertising investment. Victoria Day, managing partner, Ogilvy UK In this unstable economic climate, it’s no wonder the idea of spending on something as ethereal as ‘brand’ may be an anathema to some. Our job when the
4 is the most potent commercial asset they have at their disposal; it will attract more customers, reduce price elasticity, and drive frequency of purchase. Armed with the objective facts to prove that, justifying spend on advertising becomes a whole lot easier. Sarah Baumann, managing director, VaynerMedia London To make the case for advertising is to make the case for creativity. Creativity is what creates cultural relevance for brands – creating impact and
4 price elasticity, and drive frequency of purchase. Armed with the objective facts to prove that, justifying spend on advertising becomes a whole lot easier. Sarah Baumann, managing director, VaynerMedia London To make the case for advertising is to make the case for creativity. Creativity is what creates cultural relevance for brands – creating impact and business growth. Impactful creativity has the powerful ability to position brands at the forefront of both culture
4 growth. Impactful creativity has the powerful ability to position brands at the forefront of both culture and consumers' minds and is what sets them apart from the rest – it is the only variable. Creativity gives ’ advertising ’ a role and we know it's more important than ever in times of economic uncertainty to keep the lights on. When brands and agencies act as an integrated unit with their finger on the pulse
4 online media consumption and screen time have soared across the globe. As a consequence, their tolerance for ’buy-this-now’ type of ads is close to zero. Consumers are completely disengaging from annoying ‘hard sell’ advertising . To make the case for advertising, first and foremost brands need to recognise this reality and understand that consumers crave authentic messages that respect their online experience. Secondly, brands should re-embrace the true purpose
4 have soared across the globe. As a consequence, their tolerance for ’buy-this-now’ type of ads is close to zero. Consumers are completely disengaging from annoying ‘hard sell’ advertising. To make the case for advertising , first and foremost brands need to recognise this reality and understand that consumers crave authentic messages that respect their online experience. Secondly, brands should re-embrace the true purpose of advertising and allocate a bigger
4 make the case for advertising, first and foremost brands need to recognise this reality and understand that consumers crave authentic messages that respect their online experience. Secondly, brands should re-embrace the true purpose of advertising and allocate a bigger part of their budget towards brand and product discovery, building a positive brand image, and creating lasting relationships with consumers. This shift will address consumer demand for authentic engagement while reducing
4 part of their budget towards brand and product discovery, building a positive brand image, and creating lasting relationships with consumers. This shift will address consumer demand for authentic engagement while reducing budget waste on useless advertising . Alistair MacCallum, UK chief executive officer, Kinetic Covid-19 has had a profound effect on the way we shop, commute, and live our everyday lives. Yet, device-level data is showing that on certain formats
5 The case for dynamic advertising in an uncertain world Promoted from A Million Ads By Silke Zetzsche-14 January 2021 10:00am TwitterLinkedinEmailFacebookFacebook MessengerRedditFlipboard When the future is uncertain, advertisers must account for all eventualities – agility is the perfect way
5 was not the only reason, although that certainly played a part. Brands also questioned whether their existing campaigns would be inappropriate, their creative ineffective against the backdrop of a global crisis. That’s where dynamic, personalised advertising comes in. Adapting to the real world in real-time What is dynamic advertising? Simply, it is ad placements that account for a wide range of current data points, including location, demographics, environmental data such
5 whether their existing campaigns would be inappropriate, their creative ineffective against the backdrop of a global crisis. That’s where dynamic, personalised advertising comes in. Adapting to the real world in real-time What is dynamic advertising ? Simply, it is ad placements that account for a wide range of current data points, including location, demographics, environmental data such as time of day or weather, and campaign information around special offers or promotions
5 that account for a wide range of current data points, including location, demographics, environmental data such as time of day or weather, and campaign information around special offers or promotions. By using this information for advertising , brands can create closer connections with consumers based on their current needs and contexts. Dynamic enables brands to adapt their creative in real-time to things that consumers are experiencing – for example, a supermarket presenting
5 brands can react to the different stages of restrictions at a global and regional level, and adapt their messaging accordingly. Personalising immersive and engaging formats When someone says “dynamic creative”, we often think of display advertising , where static images and offers are combined to produce personalised banners. But it is also possible to use dynamic creative to personalise more immersive and emotive forms of advertising, such as audio and video. Even
5 creative”, we often think of display advertising, where static images and offers are combined to produce personalised banners. But it is also possible to use dynamic creative to personalise more immersive and emotive forms of advertising , such as audio and video. Even with the lack of widespread commuting during the pandemic, the average UK consumer spends over 70 minutes a day listening to audio and almost 100 minutes a day watching
5 watching digital video. The latter has supported dynamic creative for some time, and now the former – through podcasts, radio apps and smart speakers – is joining the party. Advertisers are increasingly rolling their audio and video advertising approaches into one strategy. This two-pronged approach packs an added punch in campaigns. Advertisers can instantly adjust elements such as voice-overs, script lines and imagery based on contextual clues and data signals, which
5 advertisers must account for all eventualities – agility is the perfect way to do this. Over the last few months, we have seen how quick reactions to events can make or break brands, and how dynamic advertising gives them the edge when the unexpected happens. We know how, overtaken by hygiene imperatives, KFC paused its ’Finger Lickin’’ campaign and US insurer Geico pulled an ad depicting high-fives, for example. But that
5 paused its ’Finger Lickin’’ campaign and US insurer Geico pulled an ad depicting high-fives, for example. But that is sales agility. Viable brands don’t have to waste either already purchased inventory or the ongoing advertising opportunity to be dynamic. In programmatic environments, dynamic personalisation means assembling an ad on the fly – potentially in as many variants as there are viewers. During the pandemic, for example, Johnson & Johnson’s Listerine used dynamic
5 germ-killing and breakfasts skipped under pressure. The future is agile Given how the tiers, controls and outlooks for Covid-19 will differ not just from viewer to viewer but also from region to region, advertising in 2021 will feel like a game of 4D chess – one that a dynamic approach can help marketers master. No wonder PepsiCo says it has pivoted its future marketing strategy to agility, having to “game
5 different ways. Start demanding dynamic capabilities of your ad platforms today and start collecting the audience data necessary to quickly go custom. But don’t confine your agile ambitions simply to riding out Covid-19. Dynamic advertising allows brands to save money on lavish, single-use campaigns. As they enter 2021, brands have a choice. Do they shut up shop, hunker down, withdraw from consumers’ gaze and hibernate until the sun shines
5 consumers’ gaze and hibernate until the sun shines again? Or do they think on their feet, exploit the opportunity to get granular, to be simultaneously sensitive and bold, as consumers’ own circumstances dictate? Unlike dynamic advertising , I think there is really only one option
6 The state of OOH advertising in 2021 What’s in store for out-of-home (OOH) advertising in 2021? Here are four major trends to consider before finalizing your marketing plans for the year ahead. Matthew O’Connor December 21, 2020 As
6 The state of OOH advertising in 2021 What’s in store for out-of-home (OOH) advertising in 2021? Here are four major trends to consider before finalizing your marketing plans for the year ahead. Matthew O’Connor December 21, 2020 As the world begins to open back up in 2021, customers will
6 ahead. Matthew O’Connor December 21, 2020 As the world begins to open back up in 2021, customers will resume their usual activities again. Brands should plan for this now and work out-of-home (OOH) advertising into their 2021 marketing plans. Large metropolitan areas hit hard by the pandemic experienced an exodus, with people leaving the big cities in record numbers. Brand marketers should reconsider the value of second- or third
6 the pandemic experienced an exodus, with people leaving the big cities in record numbers. Brand marketers should reconsider the value of second- or third-tier markets, and target their customers where they are now. OOH advertising will drive physical and digital conversations. Outdoor advertising has come a long way, offering audience-based targeting, place-based targeting and multi-channel retargeting. New technology is helping the brands who’ve brought media planning and
6 the big cities in record numbers. Brand marketers should reconsider the value of second- or third-tier markets, and target their customers where they are now. OOH advertising will drive physical and digital conversations. Outdoor advertising has come a long way, offering audience-based targeting, place-based targeting and multi-channel retargeting. New technology is helping the brands who’ve brought media planning and media buying in house, and making the once
6 sea of uncertainty—much less when a good chunk of the world is going under various stages of lockdown once again—seems like a fruitless effort. Especially if the topic is out-of-home (OOH) advertising , which in a pre-COVID world, was poised for its breakout year. If anything, this past year of unexpected (and unwanted) surprises has been a lesson in patience. As the COVID-19 pandemic brought the
6 to “normal times,” advertisers are seeing the light at the end of the tunnel and seizing the opportunity to re-imagine OOH in a post-COVID world. If you’re trying to make sense of OOH advertising in your 2021 marketing strategy, consider these four factors as you plan for the year ahead: 1) OOH advertising will see a sharp rebound Take a quick second to sing the “I’m A Little Teapot
6 re-imagine OOH in a post-COVID world. If you’re trying to make sense of OOH advertising in your 2021 marketing strategy, consider these four factors as you plan for the year ahead: 1) OOH advertising will see a sharp rebound Take a quick second to sing the “I’m A Little Teapot” nursery rhyme in your head. This is basically the world in a nutshell. Humans aren’t meant to be pent
6 normal activities, the proverbial teapot will need to be poured out. And as you may have guessed it, the more people go outside, the more opportunities brands will have to engage with them via OOH advertising . This doesn’t mean people will suddenly unhinge themselves of their digital devices—because, let’s face it, we’re past the point of no return—but engaging with the physical world again will take on an entirely
6 less populated areas. This will signal a new and relatively untapped opportunity for many brand marketers who, for vanity alone, have consistently targeted major cities, like, Los Angeles, New York, and San Francisco, for billboard advertising and OOH campaigns. Understanding that cities experienced an exodus throughout the pandemic should give advertisers a reason to think twice about where their target consumers live, shop, and spend their time. It’s not just the
6 important than ever If you are still of the mindset that OOH can’t be measured, please leave that in your “preconceived notions” pile when 2021 rolls around. With the growth of digital out-of-home advertising (DOOH) and the rise of programmatic OOH advertising solutions, measuring the performance of OOH campaigns has never been easier or more accurate. And now the same applies to traditional out-of-home as well. The
6 the mindset that OOH can’t be measured, please leave that in your “preconceived notions” pile when 2021 rolls around. With the growth of digital out-of-home advertising (DOOH) and the rise of programmatic OOH advertising solutions, measuring the performance of OOH campaigns has never been easier or more accurate. And now the same applies to traditional out-of-home as well. The powerful combination of audience-based targeting, place-based
6 audience-based targeting, place-based targeting, and multi-channel re-targeting is turning the entire out-of-home ecosystem into a powerful performance marketing channel that drives both (measurable) physical and digital conversions. Sure, OOH advertising will always be a solid brand marketing channel, but it’s also so much more than that—and advertisers are finally catching on. 4) Brands and agencies will turn to technology to plan OOH campaigns Last
6 soon. This isn’t to suggest that technology is “taking over” people’s jobs. Rather, it underscores the reality that new solutions are emerging each day making once-manual or time-consuming processes much more efficient. OOH advertising will be far from an afterthought in 2021. COVID-19 has fundamentally reshaped both business and consumer behavior in a massive way – these shifts will manifest themselves in out-of-home advertising in the year
6 more efficient. OOH advertising will be far from an afterthought in 2021. COVID-19 has fundamentally reshaped both business and consumer behavior in a massive way – these shifts will manifest themselves in out-of-home advertising in the year ahead. And as the world opens back up, outdoor advertising options like billboards, transit displays, and bus benches will help you stand out to customers in a fresh new way
6 19 has fundamentally reshaped both business and consumer behavior in a massive way – these shifts will manifest themselves in out-of-home advertising in the year ahead. And as the world opens back up, outdoor advertising options like billboards, transit displays, and bus benches will help you stand out to customers in a fresh new way
7 for Advertisers) from early 2021. These third-party cookies currently perform vital roles for advertisers and publishers, which means big changes in the ways in which the industry can track ad exposure and target digital advertising . Kantar’s recent Media Reactions research shows that nearly two thirds (64%) of media owners and publishers are worried about the impact of a cookieless world. And nearly half (48%) of marketers worry that their companies
7 grown this year. Our research also shows that online video’s prominence is gaining ground; it’s forecast to be the top growth format in 2021, according to global marketers. However, the changes to cookies make digital advertising targeting and effectiveness measurement harder to do without foresight and planning. A new world of effectiveness measurement In 2021, we predict a move into a new, hybrid world of ad effectiveness measurement; without that, advertisers
Marketing
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0 5 ways the pandemic will change marketing and advertising in 2021 Love what you do James Perrin With 2020 firmly in the rear mirror, it’s safe to say its impact on marketing and advertising has been colossal. Reduced budgets, changing consumer demands
0 5 ways the pandemic will change marketing and advertising in 2021 Love what you do James Perrin With 2020 firmly in the rear mirror, it’s safe to say its impact on marketing and advertising has been colossal. Reduced budgets, changing consumer demands, and evolving business needs has meant a huge year of change…and an even bigger year of learning. But as we start the new year
0 continuity, but also an important lesson of the need to reflect, learn, and plan for the future, to navigate both the next phase of restrictions and the welcomed inevitable post-lockdown world. photo-1588196749597-9ff075ee6b5b marketing is integral to business recovery. In the early days of the pandemic, a greater emphasis was placed on short-term priorities. A survey by LinkedIn showed that 38% of marketers focussed more on tactical execution
0 integral to business recovery. In the early days of the pandemic, a greater emphasis was placed on short-term priorities. A survey by LinkedIn showed that 38% of marketers focussed more on tactical execution of marketing campaigns, with 51% expecting this to continue in some form. But while there was a tendency to lean towards short-termism, past recessions have taught us that the more successful marketers commit to long-term
0 sector, this trend is likely to continue. As we look back at what was, and forward to what will be, we are reminded of the impact that the pandemic has had on the world of marketing and advertising. 92% of marketers say the changes they’ve made during the pandemic will continue in the way they operate in the future. [Source: Raconteur]. So, what are these changes, and what do they mean
0 and automation came into its own in 2020. While integrated CRMs, chatbots, and email nurturing platforms are not new, they were heavily prioritised during the outbreak. According to Merkle’s COVID-19 Customer Engagement Report, New marketing technologies - put in place as a result of the coronavirus - are here to stay. Marketers prioritised trying new technologies during COVID-19. Looking at marketing budgets, 50% of marketers have seen budget increases in marketing
0 outbreak. According to Merkle’s COVID-19 Customer Engagement Report, New marketing technologies - put in place as a result of the coronavirus - are here to stay. Marketers prioritised trying new technologies during COVID-19. Looking at marketing budgets, 50% of marketers have seen budget increases in marketing technologies, the biggest area of investment in marketing [Source: DigitalCommerce360]. 4. Channel diversification With consumers spending more time online, at a time that suits them
0 marketing technologies - put in place as a result of the coronavirus - are here to stay. Marketers prioritised trying new technologies during COVID-19. Looking at marketing budgets, 50% of marketers have seen budget increases in marketing technologies, the biggest area of investment in marketing [Source: DigitalCommerce360]. 4. Channel diversification With consumers spending more time online, at a time that suits them, and around their busy schedules, we saw a proliferation in
0 of the coronavirus - are here to stay. Marketers prioritised trying new technologies during COVID-19. Looking at marketing budgets, 50% of marketers have seen budget increases in marketing technologies, the biggest area of investment in marketing [Source: DigitalCommerce360]. 4. Channel diversification With consumers spending more time online, at a time that suits them, and around their busy schedules, we saw a proliferation in the use of streaming services, on-demand TV
0 some brands were caught out for chiming in on issues unrelated to their brand values or purpose, it left every marketer realising the need to be more authentic and representative in 2021 and beyond [Source: marketing Drive]. Purpose-driven marketing is nothing new, but the pandemic has left a need for brands to be deeply attuned to why they exist and who they were built to serve; helping to build better
0 out for chiming in on issues unrelated to their brand values or purpose, it left every marketer realising the need to be more authentic and representative in 2021 and beyond [Source: Marketing Drive]. Purpose-driven marketing is nothing new, but the pandemic has left a need for brands to be deeply attuned to why they exist and who they were built to serve; helping to build better more meaningful connections with
0 to why they exist and who they were built to serve; helping to build better more meaningful connections with customers, and helping to create a distinctiveness, which will be key for their future growth [Source: marketing Week]. Whether it’s operationally, strategically, technologically, or creatively, the biggest impact of the pandemic is in the way marketers and advertisers work. These are deep-routed changes that will have a big say on how
0 work. These are deep-routed changes that will have a big say on how successful your efforts are in 2021. If you’d like to discuss these changes, and to identify your own growth potential, or marketing opportunities, simply get in touch
1 significantly by industry (e.g. airline vs. flour manufacturer), medium (e.g. digital vs. magazines), and primary market served (business to business vs. consumer). For example, I recently wrote a spice company who had to shift it marketing focus from chefs and foodservice to home cooks due to many hospitality industry businesses being on lockdown and in the process has to change pricing strategy, offer new flavours and package sizes, alter distribution channels
1 and package sizes, alter distribution channels, and change the focus of almost all of its promotion (Taylor 2020a). The need to adapt quickly to a changing environment is essential to many in the ad and marketing business. While the International Journal does not plan a special issue on the COVID-19 pandemic (our Routledge/Taylor & Francis sister journal, Journal of Advertising will be), submissions on the topic are welcome. As we
2 CMOs: Adapt Your socialmedia Strategy for a Post-Pandemic World by Christine Moorman and Torren McCarthy January 19, 2021 The Special Covid-19 Edition of The CMO Survey found that socialmedia has become critical to marketing during the pandemic. The survey reported that socialmedia spending has increased from 13.3% of marketing budgets in February 2020 to 23.2% in June 2020 — a 74% lift. Meanwhile, spending on traditional advertising is projected to
2 McCarthy January 19, 2021 The Special Covid-19 Edition of The CMO Survey found that socialmedia has become critical to marketing during the pandemic. The survey reported that socialmedia spending has increased from 13.3% of marketing budgets in February 2020 to 23.2% in June 2020 — a 74% lift. Meanwhile, spending on traditional advertising is projected to decline, as CMOs estimate a 5.3% reduction in traditional advertising channels in the next 12
2 since February 2020. This is an important finding because, despite steadily rising investments socialmedia, the impact of socialmedia has remained relatively flat since 2016. CMOs anticipate that socialmedia investments will remain high at 23.4% of marketing budgets into 2021. Along with this, CMOs are increasingly investing in online customer experiences: 60.8% of CMOs indicated they have “shifted resources to building customer-facing digital interfaces” and 56.2% planning to “transform their go
2 56.2% planning to “transform their go-to-market business models to focus on digital opportunities.” It is clear that socialmedia will continue to play an important role in driving consumers toward digital offerings. How can marketing leaders build upon this growing trend and plan their socialmedia marketing strategies for a post-pandemic future that is equally bright? Here are 10 key recommendations: 1. Run formal experiments. The Special Edition of the
2 focus on digital opportunities.” It is clear that socialmedia will continue to play an important role in driving consumers toward digital offerings. How can marketing leaders build upon this growing trend and plan their socialmedia marketing strategies for a post-pandemic future that is equally bright? Here are 10 key recommendations: 1. Run formal experiments. The Special Edition of the CMO Survey found a high level of marketing improvisation during the
2 plan their socialmedia marketing strategies for a post-pandemic future that is equally bright? Here are 10 key recommendations: 1. Run formal experiments. The Special Edition of the CMO Survey found a high level of marketing improvisation during the pandemic, with CMOs reporting an average 5.6 out of 7 (where 1 represents “not at all” and 7 represents “a great deal”). Despite this, survey results also document a decrease in formal
2 7 represents “a great deal”). Despite this, survey results also document a decrease in formal experimentation on social platforms, with only 31% of marketers reporting that they conducted experiments to understand the impact of their marketing actions during the pandemic, and only 29% of marketers reporting that they invested resources into building research and experimentation capabilities. These statistics indicate that marketers are implementing new, improvised strategies frequently, but without fully understanding
2 year, are similar examples. These new tools provide an opportunity to build a unique connection with consumers, who will associate their discovery of these features with the brands that first use them. A strong socialmedia marketing strategy will include a process for identifying new features and channels and quickly creating content for them. 3. Integrate socialmedia strategy into your overall marketing strategy. The August 2019 CMO Survey reported that socialmedia is
2 with the brands that first use them. A strong socialmedia marketing strategy will include a process for identifying new features and channels and quickly creating content for them. 3. Integrate socialmedia strategy into your overall marketing strategy. The August 2019 CMO Survey reported that socialmedia is not well integrated with marketing strategies (scoring 4.2 on 7-point scale where 1 represents “not at all integrated” and 7 represents “very integrated”). Although
2 process for identifying new features and channels and quickly creating content for them. 3. Integrate socialmedia strategy into your overall marketing strategy. The August 2019 CMO Survey reported that socialmedia is not well integrated with marketing strategies (scoring 4.2 on 7-point scale where 1 represents “not at all integrated” and 7 represents “very integrated”). Although a slight improvement from past surveys, this number is still too low to produce adequate
2 very integrated”). Although a slight improvement from past surveys, this number is still too low to produce adequate returns on socialmedia investments — and far too low for an expenditure that comprises nearly a quarter of marketing budgets. As socialmedia takes center stage in a post-pandemic marketing world, it needs to integrate more seamlessly with the firm’s broader marketing strategy. Because socialmedia is the current bright light, CMOs should ensure their
2 is still too low to produce adequate returns on socialmedia investments — and far too low for an expenditure that comprises nearly a quarter of marketing budgets. As socialmedia takes center stage in a post-pandemic marketing world, it needs to integrate more seamlessly with the firm’s broader marketing strategy. Because socialmedia is the current bright light, CMOs should ensure their socialmedia strategy directly aligns with overall marketing strategy to maximize the
2 far too low for an expenditure that comprises nearly a quarter of marketing budgets. As socialmedia takes center stage in a post-pandemic marketing world, it needs to integrate more seamlessly with the firm’s broader marketing strategy. Because socialmedia is the current bright light, CMOs should ensure their socialmedia strategy directly aligns with overall marketing strategy to maximize the benefits produced by these synergies. 4. Invest in top socialmedia talent. socialmedia
2 in a post-pandemic marketing world, it needs to integrate more seamlessly with the firm’s broader marketing strategy. Because socialmedia is the current bright light, CMOs should ensure their socialmedia strategy directly aligns with overall marketing strategy to maximize the benefits produced by these synergies. 4. Invest in top socialmedia talent. socialmedia managers are now being asked to manage a costly and highly effective piece of the marketing budget and to
2 aligns with overall marketing strategy to maximize the benefits produced by these synergies. 4. Invest in top socialmedia talent. socialmedia managers are now being asked to manage a costly and highly effective piece of the marketing budget and to take on a role that often requires wearing multiple hats (copywriter, graphic designer, customer service rep, etc.). So marketing leaders need to think carefully about who should fill this key position. While
2 now being asked to manage a costly and highly effective piece of the marketing budget and to take on a role that often requires wearing multiple hats (copywriter, graphic designer, customer service rep, etc.). So marketing leaders need to think carefully about who should fill this key position. While the best socialmedia managers can have a positive impact, an inexperienced or unqualified one could be detrimental to a company’s brand. The
2 could be detrimental to a company’s brand. The national average salary for socialmedia managers is $50,500, according to Glassdoor, which seriously lags the average compensation for the positions they often serve in: copywriters average $58,500, marketing managers average $65,500, and ad managers average $71,000. To get top talent in this area, compensation must meet the increasing value of the role. 5. Ensure agile socialmedia management. 2020 has shown just how quickly
2 Ensure agile socialmedia management. 2020 has shown just how quickly the socialmedia landscape can change. Recognizing this, CMOs ranked the “ability to pivot as new priorities emerge” as the top skill they look for in marketing talent. So, when it comes to socialmedia management, CMOs must ensure that talent, processes, and agency partners are prepared to respond to and capitalize on these sudden changes. Organizations willing to re-evaluate their socialmedia
2 on these sudden changes. Organizations willing to re-evaluate their socialmedia strategies in a rapidly changing landscape will minimize risk and maximize the opportunity to connect with consumers. (To that end, a recent Journal of marketing article highlights how real-time shifts in socialmedia activities generate more virality online.) 6. Harness the power of influencers and creators. The allocation of marketing budgets towards influencers is on the rise, up to 7.5
2 connect with consumers. (To that end, a recent Journal of Marketing article highlights how real-time shifts in socialmedia activities generate more virality online.) 6. Harness the power of influencers and creators. The allocation of marketing budgets towards influencers is on the rise, up to 7.5% from 6.5% a year ago and expected to rise to 12.7% in the next three years. As online traffic continues to increase, it will be
3 increasingly be looking to local media to help adapt to the wide array of local COVID regulations, closures and variance in consumer demand. Geo-targeted media will offer the needed customization. " Esther Maguire SVP of marketing , VideoAmp “Connected TV Prevails: It’s important to reach people when they’re most receptive to consuming ads, that’s why Connected TV will remain as a powerful medium for connecting the dots between awareness and attribution in
3 DeepIntent, “While CPRA won’t become law until 2023, other states will likely create similar regulations in the interim and further push the ad industry to adopt targeting technologies that are more conscious of consumer privacy. marketing leaders need to get ready now by focusing on privacy-friendly solutions that limit the use of sensitive personal information. Publishers and platforms that offer compliant data collection across platforms - especially in the healthcare space
3 platforms - especially in the healthcare space where privacy is of the utmost importance - will be well-positioned to continue the services they offer to marketers amid the coming regulatory change.” Michael Schoen, SVP/GM of marketing Solutions, Neustar “While entities like Gartner IT +0.8% and the U.S. Census Bureau have endorsed differential privacy, it’s not understood or used widely within the marketing ecosystem. In 2021, we’ll start to see a seismic
3 the coming regulatory change.” Michael Schoen, SVP/GM of Marketing Solutions, Neustar “While entities like Gartner IT +0.8% and the U.S. Census Bureau have endorsed differential privacy, it’s not understood or used widely within the marketing ecosystem. In 2021, we’ll start to see a seismic shift in marketers leveraging differential privacy algorithms as a way to provide highly accurate multi-touch attribution without requiring individual-level advertising impression data. Advances in
3 slowing down significantly, and as we continue to see a “k-shaped” economic recovery, streaming services will focus on retention activity and getting more out of their existing customers. Industry leaders have already prioritized lifecycle marketing where everything from onboarding to ongoing customer engagement is examined and tested every day.” Raman Abrol, General Manager and Chief Commercial Officer, Amdocs Media “COVID-19 accelerated the debate around theatrical runs, premium VOD and
3 Max on Amazon Fire and Roku, took forever and has definitely impacted subscriber growth. AT&T has WarnerMedia, Comcast CMCSA 0.0% has NBCU, so a Verizon VZ -0.7% , ViacomCBS merger won't be surprising to me. marketing content on TV devices will become like an SEO exercise. Sponsored search results on TV devices (like Roku, Samsung) may become an increasingly adopted tactic.” Kristin Dolan, Founder & CEO, 605 “Fragmentation of TV puts premium
3 home advertising next year if a COVID-19 vaccine becomes available, but the challenge will be if the traditional media business will be able to handle the uptick in demand.” Anne Hunter, VP of Product marketing , DISQO “2021 will see marketers increase focus on consumer privacy as legal requirements, technology environments and consumer expectations continue to evolve. Advertisers must bring ethics to their strategies as they ready themselves for a future
4 when used correctly, will speak the boardroom’s language in terms of the clear ROI and growth needed to persuade even the most cautious chief finance officer. Optimal media planning benefits from the rigorous application of marketing analytics, including techniques such as market mix modelling, rigorous testing, and brand equity modelling. This data-driven approach enables brands to choose the right level of investment for brands and markets, depending on the specific
4 competitors, and whether the brand is a market leader or a challenger. By adopting this way of working, brands can address the long-term crisis in creative effectiveness and reverse the long-term decline in marketing impact. Elie Kanaan, chief marketing and strategy officer of Ogury Today, consumers are suffering from digital fatigue as online media consumption and screen time have soared across the globe. As a consequence, their tolerance for
4 is a market leader or a challenger. By adopting this way of working, brands can address the long-term crisis in creative effectiveness and reverse the long-term decline in marketing impact. Elie Kanaan, chief marketing and strategy officer of Ogury Today, consumers are suffering from digital fatigue as online media consumption and screen time have soared across the globe. As a consequence, their tolerance for ’buy-this-now’ type of
5 but also from region to region, advertising in 2021 will feel like a game of 4D chess – one that a dynamic approach can help marketers master. No wonder PepsiCo says it has pivoted its future marketing strategy to agility, having to “game-plan lots of different potential scenarios based on where we are with Covid, where we are with the economy, how consumers are feeling”. Achieving agile starts with expecting the
6 The state of OOH advertising in 2021 What’s in store for out-of-home (OOH) advertising in 2021? Here are four major trends to consider before finalizing your marketing plans for the year ahead. Matthew O’Connor December 21, 2020 As the world begins to open back up in 2021, customers will resume their usual activities again. Brands should plan for this now and work
6 21, 2020 As the world begins to open back up in 2021, customers will resume their usual activities again. Brands should plan for this now and work out-of-home (OOH) advertising into their 2021 marketing plans. Large metropolitan areas hit hard by the pandemic experienced an exodus, with people leaving the big cities in record numbers. Brand marketers should reconsider the value of second- or third-tier markets, and target
6 are seeing the light at the end of the tunnel and seizing the opportunity to re-imagine OOH in a post-COVID world. If you’re trying to make sense of OOH advertising in your 2021 marketing strategy, consider these four factors as you plan for the year ahead: 1) OOH advertising will see a sharp rebound Take a quick second to sing the “I’m A Little Teapot” nursery rhyme in your
6 applies to traditional out-of-home as well. The powerful combination of audience-based targeting, place-based targeting, and multi-channel re-targeting is turning the entire out-of-home ecosystem into a powerful performance marketing channel that drives both (measurable) physical and digital conversions. Sure, OOH advertising will always be a solid brand marketing channel, but it’s also so much more than that—and advertisers are finally catching on. 4
6 multi-channel re-targeting is turning the entire out-of-home ecosystem into a powerful performance marketing channel that drives both (measurable) physical and digital conversions. Sure, OOH advertising will always be a solid brand marketing channel, but it’s also so much more than that—and advertisers are finally catching on. 4) Brands and agencies will turn to technology to plan OOH campaigns Last year, more and more brands began bringing
7 about their own consumers – in terms of what they buy, where they buy it, what media they consume, when they consume media, how they shop – and use that to drive the optimisation of the whole marketing ecosystem, including paid media, integrating the marketing ecosystem more tightly…” And as part of making the ecosystem more efficient, new ways of targeting will come to the fore. We’ll see smart alternatives to targeting that
7 what they buy, where they buy it, what media they consume, when they consume media, how they shop – and use that to drive the optimisation of the whole marketing ecosystem, including paid media, integrating the marketing ecosystem more tightly…” And as part of making the ecosystem more efficient, new ways of targeting will come to the fore. We’ll see smart alternatives to targeting that avoid cookies altogether: contextual targeting, time-based
ADVERTISERS
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0 busy schedules, we saw a proliferation in the use of streaming services, on-demand TV and gaming platforms. And where consumers go, so do the advertisers . In fact, Connected TV (CTV) advertising was one the big success stories of 2020, a trend set to continue in 2021 [Source: Econsultancy]. According to
0 TV ads, for example CTV and Video on demand (VoD) etc, in the next 12 months. But its success isn’t solely down to user behaviour; advertisers are more engaged with these platforms because of their greater access to performance metrics, providing marketers with data and insight into incremental reach and performance
0 their future growth [Source: Marketing Week]. Whether it’s operationally, strategically, technologically, or creatively, the biggest impact of the pandemic is in the way marketers and advertisers work. These are deep-routed changes that will have a big say on how successful your efforts are in 2021. If you’d like to discuss
1 than recovery following the ‘Great Recession’ of 2008. While there are limits to what the industry itself can control, there is a clear need for advertisers and agencies to adapt to an environment that has dramatically almost overnight. The effect of the pandemic varies significantly by industry (e.g. airline vs. flour
1 King 2014) during the pandemic might provide interesting results. Submissions on the aforementioned topics and other relevant studies on the impact of COVID-19 on advertisers are welcome
3 growing marketer needs that were accelerated by the pandemic will extend into 2021: flexibility and customization. Long-term media deals are becoming ever-rarer as advertisers face continued economic and operational uncertainty; they need increasing flexibility to quickly pull back or shut off their advertising. Similarly, many brands—be they regional
3 CPM are low, frequency high, and OOH affords opportunities to break through the clutter in ways other media cannot replicate. Our hand sanitizing billboards provide advertisers the ability to sponsor health and wellness and keep families safe.” Bill Harvey, Executive Chairman, Bill Harvey Consulting “Optimism will rise as vaccinations reverse the
3 time looking at their mobile device screens than they’ve spent watching TV since 2019, according to eMarketer. For media and entertainment companies (and really all advertisers ), it’s critical to reach their target audience where they are: using mobile apps. Savvy marketers will increasingly leverage mobile in-app advertising in the coming
3 into 2021, this momentum will lead to continued rapid growth in this channel. That said, we’ll see several changes in the advertising marketplace. For starters, advertisers will demand increased transparency around reporting, in terms of what content consumers are viewing, which publishers the ads are running on and their return on
3 for niche audiences means an increasingly fragmented TV environment that places a premium on data-driven insights. To succeed, especially when working with constrained budgets, advertisers will need to determine where and when their target audiences are consuming TV content to uncover and most effectively reach these new audience segments.” Daniel
3 relates to content creation and business implementation. Ad attribution methods will continue to evolve, improve and grow via new forms of technology that will help advertisers track campaign performance. New measurement options will emerge allowing broadcasters to add other forms of data to the story they are telling advertisers. Talent will
3 will help advertisers track campaign performance. New measurement options will emerge allowing broadcasters to add other forms of data to the story they are telling advertisers . Talent will begin to migrate to other distribution platforms as their fear of the future will continue to creep in.” Matthew O'Connor, CEO, AdQuick “Out
3 Out-of-home advertising will rebound at a frenetic pace in 2021, but this comeback won't happen simultaneously across all regions. What we'll see is advertisers in a sprint to reclaim out-of-home media in high traffic commuter areas as people come back to work. Airport advertising, transit advertising and
3 commuter areas as people come back to work. Airport advertising, transit advertising and large billboards in Los Angeles and New York will rebound first as advertisers seek to target prospective B2B software and direct-to-consumer customers.” James Heller, CEO and Co-Founder, Wrapify “In 2021, I believe we will see
3 VP of Product Marketing, DISQO “2021 will see marketers increase focus on consumer privacy as legal requirements, technology environments and consumer expectations continue to evolve. advertisers must bring ethics to their strategies as they ready themselves for a future without cookies — and privacy can no longer simply be treated as a
4 to stick their neck out in the current climate? With a historic economic crisis amid the coronavirus pandemic, it’s no surprise to hear that many advertisers have pulled back spend over the last 12 months. Once again it’s up to those in the advertising industry to sing for their supper and
5 advertising in an uncertain world Promoted from A Million Ads By Silke Zetzsche-14 January 2021 10:00am TwitterLinkedinEmailFacebookFacebook MessengerRedditFlipboard When the future is uncertain, advertisers must account for all eventualities – agility is the perfect way to do this twitter share button facebook share button pinterest share button When the pandemic
5 do this twitter share button facebook share button pinterest share button When the pandemic hit and lockdown brought the UK to a grinding halt, many advertisers slammed on the brakes, pausing campaigns in flight or delaying them until later in the year. Tightening spending was not the only reason, although that
5 video. The latter has supported dynamic creative for some time, and now the former – through podcasts, radio apps and smart speakers – is joining the party. advertisers are increasingly rolling their audio and video advertising approaches into one strategy. This two-pronged approach packs an added punch in campaigns. Advertisers can instantly
5 the party. Advertisers are increasingly rolling their audio and video advertising approaches into one strategy. This two-pronged approach packs an added punch in campaigns. advertisers can instantly adjust elements such as voice-overs, script lines and imagery based on contextual clues and data signals, which makes the creative more attention
5 enables multiple versions of ads to be created without having to record millions of individual voiceovers. Pandemic pivot to dynamic When the future is uncertain, advertisers must account for all eventualities – agility is the perfect way to do this. Over the last few months, we have seen how quick reactions to
6 unexpected (and unwanted) surprises has been a lesson in patience. As the COVID-19 pandemic brought the entire world to a screeching halt, many OOH advertisers hit the brakes, too. Fortunately, as the world inches closer to a vaccine and a return to “normal times,” advertisers are seeing the light at
6 a screeching halt, many OOH advertisers hit the brakes, too. Fortunately, as the world inches closer to a vaccine and a return to “normal times,” advertisers are seeing the light at the end of the tunnel and seizing the opportunity to re-imagine OOH in a post-COVID world. If you’re
6 return—but engaging with the physical world again will take on an entirely new meaning for some time. Brands should plan for this now. 2) advertisers will see new value in second- or third-tier markets The pandemic has hit the hardest in big metropolitan areas. Population density alone is to
6 like, Los Angeles, New York, and San Francisco, for billboard advertising and OOH campaigns. Understanding that cities experienced an exodus throughout the pandemic should give advertisers a reason to think twice about where their target consumers live, shop, and spend their time. It’s not just the big cities (nor was it
6 measurable) physical and digital conversions. Sure, OOH advertising will always be a solid brand marketing channel, but it’s also so much more than that—and advertisers are finally catching on. 4) Brands and agencies will turn to technology to plan OOH campaigns Last year, more and more brands began bringing their
7 move from brand activism to action. But behind the scenes, the impending deprecation of third party cookies – due to privacy and regulatory concerns – means that advertisers will need to understand the dramatic upcoming shifts in targeting and campaign effectiveness measurement. Google’s Chrome browser is phasing out cookies over the next 18
7 Chrome browser is phasing out cookies over the next 18 months or so, and Apple will only allow access to consented users’ IDFAs (Identity for advertisers ) from early 2021. These third-party cookies currently perform vital roles for advertisers and publishers, which means big changes in the ways in which the
7 and Apple will only allow access to consented users’ IDFAs (Identity for Advertisers) from early 2021. These third-party cookies currently perform vital roles for advertisers and publishers, which means big changes in the ways in which the industry can track ad exposure and target digital advertising. Kantar’s recent Media Reactions
7 and planning. A new world of effectiveness measurement In 2021, we predict a move into a new, hybrid world of ad effectiveness measurement; without that, advertisers will only have a partial view of their campaigns. Direct integrations with publishers can gather deterministic exposure data on permissioned panellists in an anonymised and
7 fully permissioned audiences. The major platforms will continue to offer digital effectiveness and targeting solutions based on their own siloed data, but this won’t answer advertisers ’ more holistic campaign effectiveness questions. In this new paradigm of regulatory-led privacy initiatives, alternative measures like fingerprinting and plug-ins will only be effective
PANDEMIA
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0 5 ways the pandemic will change marketing and advertising in 2021 Love what you do James Perrin With 2020 firmly in the rear mirror, it’s safe to say its
0 phase of restrictions and the welcomed inevitable post-lockdown world. photo-1588196749597-9ff075ee6b5b Marketing is integral to business recovery. In the early days of the pandemic , a greater emphasis was placed on short-term priorities. A survey by LinkedIn showed that 38% of marketers focussed more on tactical execution of marketing
0 is likely to continue. As we look back at what was, and forward to what will be, we are reminded of the impact that the pandemic has had on the world of marketing and advertising. 92% of marketers say the changes they’ve made during the pandemic will continue in the way
0 of the impact that the pandemic has had on the world of marketing and advertising. 92% of marketers say the changes they’ve made during the pandemic will continue in the way they operate in the future. [Source: Raconteur]. So, what are these changes, and what do they mean for your 2021
0 Business School, a 10% increase in customer retention levels result in a 30% increase in the value of the company. But the impact of the pandemic has meant that means of establishing customer relationships has changed and loyalty will be rewarded to the businesses who can adapt quickly. Coupled with a
0 marketer realising the need to be more authentic and representative in 2021 and beyond [Source: Marketing Drive]. Purpose-driven marketing is nothing new, but the pandemic has left a need for brands to be deeply attuned to why they exist and who they were built to serve; helping to build better
0 a distinctiveness, which will be key for their future growth [Source: Marketing Week]. Whether it’s operationally, strategically, technologically, or creatively, the biggest impact of the pandemic is in the way marketers and advertisers work. These are deep-routed changes that will have a big say on how successful your efforts are
1 somewhat in the near terms, with Statistica predicting that $26 billion in advertising revenue will be lost in the U.S. due to the COVID-19 pandemic (Vorhaus 2020). While no one can be certain how long the pandemic and its impact will be felt there appears to be consensus that recovery
1 advertising revenue will be lost in the U.S. due to the COVID-19 pandemic (Vorhaus 2020). While no one can be certain how long the pandemic and its impact will be felt there appears to be consensus that recovery is likely to be difficult, and perhaps slower than recovery following the
1 can control, there is a clear need for advertisers and agencies to adapt to an environment that has dramatically almost overnight. The effect of the pandemic varies significantly by industry (e.g. airline vs. flour manufacturer), medium (e.g. digital vs. magazines), and primary market served (business to business vs. consumer). For example
1 environment is essential to many in the ad and marketing business. While the International Journal does not plan a special issue on the COVID-19 pandemic (our Routledge/Taylor & Francis sister journal, Journal of Advertising will be), submissions on the topic are welcome. As we cannot be certain of the duration
1 Taylor & Francis sister journal, Journal of Advertising will be), submissions on the topic are welcome. As we cannot be certain of the duration of the pandemic , authors are especially encouraged to focus on broad implications of their findings that may apply when things eventually return to normal, whatever that may look
1 of areas ripe for research, I would like to map out a few that I believe to have special potential for research conducted during the pandemic . One area very ripe for research relates the effectiveness of corporate social responsibility (CSR) appeals. A recent survey by Berlin Cameron/Perksy study, a strong
1 can play a positive role during the COVID-19 crisis (Taylor 2020b). As it is common to see advertising appeals focussed on CSR during the pandemic , research on the effectiveness of various appeal types (e.g. consumer safety, employee welfare, honouring first responders, donations to charity) can be research using established theoretical
1 The construct of authenticity and its relationship with effectiveness and whether there is variation by generation would appear to be ripe for study during the pandemic . Changes in media habits and the potential for effective marketer response in terms of promoting a product or service is also of interest. For example
1 understand where they fit into a follower’s life during a crisis. What the influencer thinks in terms of how to dress or eat during the pandemic may take on extra importance. The role of homefluencers and the effectiveness of various types of appeals in environments such as Instagram and YouTube is
1 of homefluencers and the effectiveness of various types of appeals in environments such as Instagram and YouTube is worthy of study. In general, during the pandemic , there is likely to be greater focus on ads using emotional appeals. Thus, research on the role of emotion in processing ads and the effectiveness
1 based on consumer characteristics and behaviours can be tested in a digital context (Cardona 2018). Surveys on whether consumer attitudes towards privacy change during a pandemic that may require mass testing and/or vaccinations would also be of interest in an environment where concerns about data protection had been heightened prior
1 require mass testing and/or vaccinations would also be of interest in an environment where concerns about data protection had been heightened prior to the pandemic , manifested in the General Data Protection Regulation in the EU and the California Consumer Privacy Act (Taylor 2019). Another area worth of exploring is how
1 on virality (see Phelps et al., 2004), and drivers and level of effect on brand image and sales (e.g. Hayes and King 2014) during the pandemic might provide interesting results. Submissions on the aforementioned topics and other relevant studies on the impact of COVID-19 on advertisers are welcome
2 CMOs: Adapt Your socialmedia Strategy for a Post- pandemic World by Christine Moorman and Torren McCarthy January 19, 2021 The Special Covid-19 Edition of The CMO Survey found that socialmedia has become critical
2 and Torren McCarthy January 19, 2021 The Special Covid-19 Edition of The CMO Survey found that socialmedia has become critical to marketing during the pandemic . The survey reported that socialmedia spending has increased from 13.3% of marketing budgets in February 2020 to 23.2% in June 2020 — a 74% lift. Meanwhile
2 role in driving consumers toward digital offerings. How can marketing leaders build upon this growing trend and plan their socialmedia marketing strategies for a post- pandemic future that is equally bright? Here are 10 key recommendations: 1. Run formal experiments. The Special Edition of the CMO Survey found a high level
2 Here are 10 key recommendations: 1. Run formal experiments. The Special Edition of the CMO Survey found a high level of marketing improvisation during the pandemic , with CMOs reporting an average 5.6 out of 7 (where 1 represents “not at all” and 7 represents “a great deal”). Despite this, survey results
2 formal experimentation on social platforms, with only 31% of marketers reporting that they conducted experiments to understand the impact of their marketing actions during the pandemic , and only 29% of marketers reporting that they invested resources into building research and experimentation capabilities. These statistics indicate that marketers are implementing new, improvised
2 socialmedia investments — and far too low for an expenditure that comprises nearly a quarter of marketing budgets. As socialmedia takes center stage in a post- pandemic marketing world, it needs to integrate more seamlessly with the firm’s broader marketing strategy. Because socialmedia is the current bright light, CMOs should ensure their
2 part of an increasingly important part of the business, selecting, training, and building a strong relationship with these partners is crucial. As the Covid-19 pandemic pushes consumers to spend more time online, socialmedia becomes an increasingly important part of the connection between brands and their customers — both existing ones and
3 Advertising In 2021 Brad Adgate Brad AdgateContributor Media Brad Adgate is an Independent Media Consultant By all accounts 2020 was a miserable year. A global pandemic led to an economic recession impacting the ad marketplace. Production studios the television and film industry. Stay-at-home orders closed retail stores and movie
3 competitive advantage that will last far beyond any crisis lifecycle.” Rob Davis, President & CMO, Novus Next "Two growing marketer needs that were accelerated by the pandemic will extend into 2021: flexibility and customization. Long-term media deals are becoming ever-rarer as advertisers face continued economic and operational uncertainty; they need
3 the ability to sponsor health and wellness and keep families safe.” Bill Harvey, Executive Chairman, Bill Harvey Consulting “Optimism will rise as vaccinations reverse the pandemic tide. Because this will happen unevenly by market, brands will increase their use of local media and rediscover its ability to find growth pockets for
3 several of these unique experiences in the home, providing new revenue opportunities for content platforms and service providers.” Amanda Shelton, VP, Product, Valassis “Amid the pandemic with people spending more time at home, connected TV grew exponentially in 2020. There are certain consumers that simply cannot be reached on traditional TV
3 Roku, Samsung) may become an increasingly adopted tactic.” Kristin Dolan, Founder & CEO, 605 “Fragmentation of TV puts premium on data-driven audiences. With the ongoing pandemic , we’ve seen more people spend more time at home – in front of screens, so the attention paid to how people watch television is more relevant
3 their target audiences are consuming TV content to uncover and most effectively reach these new audience segments.” Daniel Elad, Chief Strategy Officer at TheViewPoint “The pandemic has seriously impacted businesses across the globe. Hence, many have abandoned particular ad channels, but not CTV. Since March 2020, the ad dollars poured into
3 the ad dollars poured into CTV have reached a total of $8.11B, and this figure will account for $11.36B next year. Since we're entering another pandemic year, I believe TV upfront deals will remain on pause. Meanwhile, more dollars will be shifting via programmatic pipes, and the pandemic will expedite this
3 we're entering another pandemic year, I believe TV upfront deals will remain on pause. Meanwhile, more dollars will be shifting via programmatic pipes, and the pandemic will expedite this process. Unlike TV upfront, programmatic offers better flexibility for allocating ad spend, providing granular targeting and the opportunity to manage campaigns on
3 box to be checked in compliance. 2020 brought a reckoning to companies across numerous dimensions, from how they treated their people and customers through the pandemic to their efforts supporting inclusion and representation. Across the board, there is an increasing premium on clarity of purpose and authenticity. In 2021, this will
4 How do you solve a problem like... making the case for advertising during a pandemic ? By Sam Bradley-12 January 2021 How can agencies, creatives and marketers persuade brands to stick their neck out in the current climate? With a
4 How can agencies, creatives and marketers persuade brands to stick their neck out in the current climate? With a historic economic crisis amid the coronavirus pandemic , it’s no surprise to hear that many advertisers have pulled back spend over the last 12 months. Once again it’s up to those in the
4 harsher than even a ’normal’ recession, they’ll need to be more persuasive than ever before. How do you make the case for advertising during a pandemic ? Jenny Kirby, managing partner, GroupM When Covid-19 hit, it left a long-lasting dent in consumer confidence and spending across a range of sectors
4 good about this one, it does offer opportunities to ambitious marketers and their agencies. Increasing the emotional engagement of consumers with your brand during the pandemic takes deep knowledge, skill, pinpoint accuracy and considerable courage. Getting it wrong can be disastrous. But get it right and you reap big benefits. So
4 for this one. Stan Pavlovsky, chief executive officer at Shutterstock In December 2020, we launched our first-ever TV advert, targeting small businesses. Throughout the pandemic , we have supported our partners through Shutterstock Studios, and created a Covid-19 hub for access to free content during restrictions. Making a case for
5 advertisers must account for all eventualities – agility is the perfect way to do this twitter share button facebook share button pinterest share button When the pandemic hit and lockdown brought the UK to a grinding halt, many advertisers slammed on the brakes, pausing campaigns in flight or delaying them until later
5 dynamic creative to personalise more immersive and emotive forms of advertising, such as audio and video. Even with the lack of widespread commuting during the pandemic , the average UK consumer spends over 70 minutes a day listening to audio and almost 100 minutes a day watching digital video. The latter has
5 strike a sensitive tone. At the same time, it enables multiple versions of ads to be created without having to record millions of individual voiceovers. pandemic pivot to dynamic When the future is uncertain, advertisers must account for all eventualities – agility is the perfect way to do this. Over the last
5 be dynamic. In programmatic environments, dynamic personalisation means assembling an ad on the fly – potentially in as many variants as there are viewers. During the pandemic , for example, Johnson & Johnson’s Listerine used dynamic creative versioning to appeal to frazzled buyers facing endless Zoom meetings and home schooling, by striking an empathetic
6 Brands should plan for this now and work out-of-home (OOH) advertising into their 2021 marketing plans. Large metropolitan areas hit hard by the pandemic experienced an exodus, with people leaving the big cities in record numbers. Brand marketers should reconsider the value of second- or third-tier markets, and
6 poised for its breakout year. If anything, this past year of unexpected (and unwanted) surprises has been a lesson in patience. As the COVID-19 pandemic brought the entire world to a screeching halt, many OOH advertisers hit the brakes, too. Fortunately, as the world inches closer to a vaccine and
6 entirely new meaning for some time. Brands should plan for this now. 2) Advertisers will see new value in second- or third-tier markets The pandemic has hit the hardest in big metropolitan areas. Population density alone is to “thank” for this. So while lockdown measures are far from uniform across
6 targeted major cities, like, Los Angeles, New York, and San Francisco, for billboard advertising and OOH campaigns. Understanding that cities experienced an exodus throughout the pandemic should give advertisers a reason to think twice about where their target consumers live, shop, and spend their time. It’s not just the big cities
6 Last year, more and more brands began bringing their media planning and buying in-house. This has been accelerated even more during the COVID-19 pandemic . Brands have had to cut costs to stay afloat during this recession and also learn how to operate with fully distributed teams. Technology’s role in
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0 consumer demands, and evolving business needs has meant a huge year of change…and an even bigger year of learning. But as we start the new year under a third lockdown, it’s not only a stark reminder of the importance of business continuity, but also an important lesson of the need
0 marketers establish and maintain customer relationships, technology and automation came into its own in 2020. While integrated CRMs, chatbots, and email nurturing platforms are not new , they were heavily prioritised during the outbreak. According to Merkle’s COVID-19 Customer Engagement Report, New marketing technologies - put in place as a result of
0 integrated CRMs, chatbots, and email nurturing platforms are not new, they were heavily prioritised during the outbreak. According to Merkle’s COVID-19 Customer Engagement Report, new marketing technologies - put in place as a result of the coronavirus - are here to stay. Marketers prioritised trying new technologies during COVID-19. Looking at
0 Merkle’s COVID-19 Customer Engagement Report, New marketing technologies - put in place as a result of the coronavirus - are here to stay. Marketers prioritised trying new technologies during COVID-19. Looking at marketing budgets, 50% of marketers have seen budget increases in marketing technologies, the biggest area of investment in marketing
0 it left every marketer realising the need to be more authentic and representative in 2021 and beyond [Source: Marketing Drive]. Purpose-driven marketing is nothing new , but the pandemic has left a need for brands to be deeply attuned to why they exist and who they were built to serve; helping
1 chefs and foodservice to home cooks due to many hospitality industry businesses being on lockdown and in the process has to change pricing strategy, offer new flavours and package sizes, alter distribution channels, and change the focus of almost all of its promotion (Taylor 2020a). The need to adapt quickly to
2 the pandemic, and only 29% of marketers reporting that they invested resources into building research and experimentation capabilities. These statistics indicate that marketers are implementing new , improvised strategies frequently, but without fully understanding their effects. They need to correct this trend in 2021: socialmedia platforms provide excellent opportunities to test new
2 new, improvised strategies frequently, but without fully understanding their effects. They need to correct this trend in 2021: socialmedia platforms provide excellent opportunities to test new brand messaging, advertisements, and offerings — and to receive direct measurable feedback from target consumers. Marketers must use these tools to learn. 2. Play with new
2 new brand messaging, advertisements, and offerings — and to receive direct measurable feedback from target consumers. Marketers must use these tools to learn. 2. Play with new channels and features on existing platforms. socialmedia strategists should always be aware of what’s new on existing platforms. For example, Instagram Reels, which launched this
2 Marketers must use these tools to learn. 2. Play with new channels and features on existing platforms. socialmedia strategists should always be aware of what’s new on existing platforms. For example, Instagram Reels, which launched this past summer, provides a new channel to deliver the short-form video style that has
2 existing platforms. socialmedia strategists should always be aware of what’s new on existing platforms. For example, Instagram Reels, which launched this past summer, provides a new channel to deliver the short-form video style that has swept the internet. Facebook’s gift cards or TikTok For Business, which were also released earlier
2 video style that has swept the internet. Facebook’s gift cards or TikTok For Business, which were also released earlier this year, are similar examples. These new tools provide an opportunity to build a unique connection with consumers, who will associate their discovery of these features with the brands that first use
2 will associate their discovery of these features with the brands that first use them. A strong socialmedia marketing strategy will include a process for identifying new features and channels and quickly creating content for them. 3. Integrate socialmedia strategy into your overall marketing strategy. The August 2019 CMO Survey reported that
2 5. Ensure agile socialmedia management. 2020 has shown just how quickly the socialmedia landscape can change. Recognizing this, CMOs ranked the “ability to pivot as new priorities emerge” as the top skill they look for in marketing talent. So, when it comes to socialmedia management, CMOs must ensure that talent, processes
2 to their e-commerce site. A bad user experience in this area can lead to lost sales; a good one can boost them. So as new digital tools are developed, socialmedia teams must insist upon frequent collaboration with development teams to ensure a smooth customer journey from mobile-app and social
2 consumers to spend more time online, socialmedia becomes an increasingly important part of the connection between brands and their customers — both existing ones and potentially new ones. Now is the time to invest in building an integrated and agile socialmedia management function to adapt to the new landscape
2 existing ones and potentially new ones. Now is the time to invest in building an integrated and agile socialmedia management function to adapt to the new landscape
3 were either canceled, suspended or postponed such as the Tokyo Olympics. Meanwhile, there was a contentious election and in January the U.S. will have a new President. What else could happen in 2021? We asked some experts. Tim Jones, CEO, Publicis Media Americas “The old rules no longer apply: Cookies are
3 CEO, Publicis Media Americas “The old rules no longer apply: Cookies are going away, commerce has exploded and consumer expectations are driving the industry towards new future proofing opportunities and structures. In order for brands to succeed in a platform world, they must be digitally-resilient, have identity systems to provide
3 2021. One-to-one engagement is an advertiser’s dream, but from a privacy perspective, it’s difficult to make those connections. Barriers and regulations like GDPR, new PII classifications and the death of the cookie are only the beginning. People want to make authentic connections with brands, not feel like a target
3 cannot be used as a truth source and that combining big and panel data is more complicated but do-able. DCT expansion will result in new ROAS compilations that will benefit all television forms. Addressable TV will become easier to buy and more national network inventory will become addressable.” Abhay Singhal
3 easier to buy and more national network inventory will become addressable.” Abhay Singhal, co-founder and CEO, InMobi “Time spent using mobile apps rose to new heights in 2020, and apps will likely be even more popular in 2021. After all, Americans have been spending more time looking at their mobile
3 TV households decline, the appetite for subscription stacking will grow (the stacking of several services on top of one another). Competition will heat up with new Subscription Video on Demand entrants, tiered pricing, and free ad-supported video services as consumers supplement their streaming diet with free alternatives. SVOD will continue
3 Technology “Connected TV (CTV) is growing in importance which is fueling the shift away from device identification and toward household identification as vital to the new digital ecosystem. As constant market disruption is accelerating consumer consumption changes, industry leaders need to have eyes on every device in the home. Marketers who
3 Magnuson, co-founder and CEO, Braze “In 2021, streaming brands will need to step up their sophisticated retention efforts. Despite the saturation in streaming as new user growth has declined for two consecutive months (September to October saw a 46% decrease in new user acquisition), there’s still new streaming services being
3 retention efforts. Despite the saturation in streaming as new user growth has declined for two consecutive months (September to October saw a 46% decrease in new user acquisition), there’s still new streaming services being rolled out. While new content is slowing down significantly, and as we continue to see a “k
3 in streaming as new user growth has declined for two consecutive months (September to October saw a 46% decrease in new user acquisition), there’s still new streaming services being rolled out. While new content is slowing down significantly, and as we continue to see a “k-shaped” economic recovery, streaming services
3 declined for two consecutive months (September to October saw a 46% decrease in new user acquisition), there’s still new streaming services being rolled out. While new content is slowing down significantly, and as we continue to see a “k-shaped” economic recovery, streaming services will focus on retention activity and getting
3 options to be explored in 2021, like condensing traditional release windows, partnerships between theaters and studios to share VOD revenue, and experimentation by theaters in new areas like e-gaming, e-sports, luxury experiences and corporate seminars. We’ll see revised premium recurring bundles that incorporate several of these unique experiences in
3 gaming, e-sports, luxury experiences and corporate seminars. We’ll see revised premium recurring bundles that incorporate several of these unique experiences in the home, providing new revenue opportunities for content platforms and service providers.” Amanda Shelton, VP, Product, Valassis “Amid the pandemic with people spending more time at home, connected TV
3 at home – in front of screens, so the attention paid to how people watch television is more relevant than ever. An abundance of programming, on new platforms, designed for niche audiences means an increasingly fragmented TV environment that places a premium on data-driven insights. To succeed, especially when working with
3 with constrained budgets, advertisers will need to determine where and when their target audiences are consuming TV content to uncover and most effectively reach these new audience segments.” Daniel Elad, Chief Strategy Officer at TheViewPoint “The pandemic has seriously impacted businesses across the globe. Hence, many have abandoned particular ad channels
3 fly.” Buzz Knight, CEO/Founder, Buzz Knight Media “The balance sheets of broadcast companies will continue trending with lower margins yielding more experimentation to create new revenue streams. Diversity will continue to be an important boardroom topic and there will be small improvements by the audio industry as it relates to
3 improvements by the audio industry as it relates to content creation and business implementation. Ad attribution methods will continue to evolve, improve and grow via new forms of technology that will help advertisers track campaign performance. New measurement options will emerge allowing broadcasters to add other forms of data to the
3 and business implementation. Ad attribution methods will continue to evolve, improve and grow via new forms of technology that will help advertisers track campaign performance. new measurement options will emerge allowing broadcasters to add other forms of data to the story they are telling advertisers. Talent will begin to migrate to
3 of-home media in high traffic commuter areas as people come back to work. Airport advertising, transit advertising and large billboards in Los Angeles and new York will rebound first as advertisers seek to target prospective B2B software and direct-to-consumer customers.” James Heller, CEO and Co-Founder, Wrapify “In
4 group managing director, Posterscope The long-received wisdom is that its potentially easier and more cost effective to capture market in times of downturn. With new ‘full lockdown’ measures introduced, it would be easy to discount the use of OOH, but I would argue that for some sectors OOH is a
6 advertising will drive physical and digital conversations. Outdoor advertising has come a long way, offering audience-based targeting, place-based targeting and multi-channel retargeting. new technology is helping the brands who’ve brought media planning and media buying in house, and making the once-manual and time-consuming process much more
6 digital devices—because, let’s face it, we’re past the point of no return—but engaging with the physical world again will take on an entirely new meaning for some time. Brands should plan for this now. 2) Advertisers will see new value in second- or third-tier markets The pandemic has
6 with the physical world again will take on an entirely new meaning for some time. Brands should plan for this now. 2) Advertisers will see new value in second- or third-tier markets The pandemic has hit the hardest in big metropolitan areas. Population density alone is to “thank” for this
6 far from uniform across the U.S., there’s a good chance that they will be relaxed more quickly in less populated areas. This will signal a new and relatively untapped opportunity for many brand marketers who, for vanity alone, have consistently targeted major cities, like, Los Angeles, New York, and San Francisco
6 This will signal a new and relatively untapped opportunity for many brand marketers who, for vanity alone, have consistently targeted major cities, like, Los Angeles, new York, and San Francisco, for billboard advertising and OOH campaigns. Understanding that cities experienced an exodus throughout the pandemic should give advertisers a reason to
6 likely a trend we’ll see disappear anytime soon. This isn’t to suggest that technology is “taking over” people’s jobs. Rather, it underscores the reality that new solutions are emerging each day making once-manual or time-consuming processes much more efficient. OOH advertising will be far from an afterthought in 2021
6 the world opens back up, outdoor advertising options like billboards, transit displays, and bus benches will help you stand out to customers in a fresh new way
7 2021, according to global marketers. However, the changes to cookies make digital advertising targeting and effectiveness measurement harder to do without foresight and planning. A new world of effectiveness measurement In 2021, we predict a move into a new, hybrid world of ad effectiveness measurement; without that, advertisers will only have
7 targeting and effectiveness measurement harder to do without foresight and planning. A new world of effectiveness measurement In 2021, we predict a move into a new , hybrid world of ad effectiveness measurement; without that, advertisers will only have a partial view of their campaigns. Direct integrations with publishers can gather deterministic
7 the optimisation of the whole marketing ecosystem, including paid media, integrating the marketing ecosystem more tightly…” And as part of making the ecosystem more efficient, new ways of targeting will come to the fore. We’ll see smart alternatives to targeting that avoid cookies altogether: contextual targeting, time-based targeting, and using
7 to offer digital effectiveness and targeting solutions based on their own siloed data, but this won’t answer advertisers’ more holistic campaign effectiveness questions. In this new paradigm of regulatory-led privacy initiatives, alternative measures like fingerprinting and plug-ins will only be effective in the short term. As Mark Read concludes
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