DIAL: Digital Innovations Awesome List (September 2020)
At Centro, we know that keeping up with the trade pubs and latest trends can be tough and time-consuming. To make that easier, we’ve compiled all the articles, reports, and other bits of awesomeness you may have missed, but should definitely read. Enjoy our latest list below!
The Nielsen Total Audience Report dives into the world of working from home—how consumers feel about their productivity, engagement, challenges, and the impact this new lifestyle is having on media and device usage. Overall media consumption jumped significantly in the first quarter of 2020, and video streaming increased from 19% in fourth-quarter 2019 to 25% in second-quarter 2020.
Digital ad growth is taking a serious hit this year from the coronavirus and related recession. But display ad spending will still post 5.5% in annual growth, thanks to increased investments in video ads, mobile, connected TV (CTV) and programmatic transactions.
A new study shows that consumers wants brands to advertise at about the same level as before the pandemic, but that messaging should acknowledge current events. 69% of consumers want to see brands referencing current events and 81% say they are more likely to buy from and use brands that “help others when it’s needed most.” 72% said they are being more thoughtful about brands they support post-crisis.
The IAB’s Programmatic and Data Center conducted a survey in the US, Europe and Latin America that found that programmatic advertising has been on a meteoric rise, that brands desire more control over programmatic buying and that when it comes to bringing programmatic in-house, most brands and agencies are taking a hybrid approach. More than a fifth (21%) of organizations have completely moved this function in-house, and almost half (48%) have partially moved programmatic buying in-house.
IAB’s latest report follows years of growth in the programmatic category and comes as the pandemic accelerates consumer digital consumption and changes marketers’ data-related needs in the face of growing regulations and third-party cookie degradation. Almost one-fifth of U.S. brands had moved programmatic buying completely in-house in 2019, while more than half had transitioned to doing so partially—up 4% from the previous year—according to a new IAB report.
A new report that speaks to Nielsen’s streaming meter panel found that average weekly streaming minutes are up from 81.7 billion in Q2 2019 to 142.5 billion in Q2 2020, representing a 74% increase.
The at home cinema experience was already expected to grow between 2019 and 2025. However, as coronavirus shut cinema and theater doors down, this number has grown more than expected. First-party data from Samsung smart TVs shows that linear TV is making a smaller portion of people’s total TV viewing habits. This new trend is opening up new, innovative ways people experience film and the commercial opportunities along with it.
The demise of cookies, IDFA, and likely all 1-to-1 identifiers available to third parties will change the ways buyers approach the marketing mix. While the industry will develop new ways to target audiences, none of the solutions will be the 1-to-1 targeting buyers have become accustomed to. There will be 4 main ways the industry tackles this–advertising scale, audience engagement, media cost, and brand safety.
Apple just changed the mobile ad tech ecosystem with their recent announcement. According to one expert, IDFA access will fall between 10-20%, and this article goes deep on what the impact may be for marketers.
A Collective Virtual Experience can be defined as an experience where a group of people simultaneously participate in a live event or experience online. From Zoom happy hours to meetups in Minecraft, we continue to find new platforms, forums, and feeds to connect with each other and our passions, all in the virtual space. How will these behaviors have a lasting impact as folks start to see each other IRL?
Sports are back…kinda. Leagues and teams are rethinking the experience, exploring how fans can interact with each other and the game in real time. Technology enables experiences that have never been possible before. Now more than ever, people are willing to try new ways of doing things.