DIAL: Digital Innovations Awesome List (October 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!
Since leaving his post as Publicis Groupe’s chief strategy officer in March, Rishad Tobaccowala has been busy advising companies, promoting his new book, and looking to the future of advertising, technology, and media.
The health emergency of COVID-19 has forced political advertisers to accelerate the adoption of digital channels. Not only is there more of a need to make up for lost opportunities to meet voters in-person, it’s inevitable as people consume more content on digital channels. As more viewers adopt streaming, political advertiser now must enter the CTV realm to reach younger voters.
With the clock ticking on the demise of third-party cookies, it’s time for publisher first-party data to take center stage. Buyers will now lean back on publishers and their data to create better, more customized alignment. With that, however, comes a loss of scalability. Setting up and managing custom programs will take time and effort. One solution is to move publisher first-party data upstream from the ad server.
The ad industry is facing major changes. When a platform like Google or Apple comes in with decisions on the fly, millions of people who use those platforms have to comply. A policy change within Google and Apple has potential to completely change the industry. For example, with Apple’s more recent IDFA announcement. The good news is that the outcry of the tight timeline allowed more time for developers to prepare.
The California Consumer Privacy Act (CCPA) has been mostly out of the headlines since enforcement started in July – but that doesn’t mean businesses can take their eye off the ball. On July 1, the California AG’s office sent a series of warning notices to businesses for alleged violations of the CCPA. Under the law, businesses have 30 days to cure their violation before the AG takes any action, but it seems unlikely that ad tech companies will be part of this first wave of enforcement.
Independent TV voters are the most expensive ones to reach, while Republicans appear to be the most cost-effective voters to target via local TV advertising, according to a MediaPost analysis of data contained in a new report Nielsen and Advertising Analytics. The report is based on public data compiled for political advertising buys made on local broadcast stations in four markets, but the researchers say it is representative of the relative costs of political ad buys on local TV stations.
2020 was supposed to be the year that publishers cracked branded content and diversified their revenue streams, but that hasn’t happened. As the pandemic cuts into publishers’ revenue streams from every angle, branded content divisions have gone from prize products to problem children. The Drum talks to major publishers to see if this is just a short-term slow down in branded content, or if this is the end.
A slew of high-profile journalists have recently announced they are leaving newsrooms to launch their own, independent brands, mostly via email newsletters. Leveraging a loyal audience with a desire for in-depth reporting, journalists who focus on business, technology or politics are offering newsletter subscriptions ranging from $60-$100 annually and free of ads. See also Digiday’s recent take on this trend.
From concerts to graduation ceremonies to wedding nuptials to happy hours, we are spending more time congregating in virtual environments that were unthinkable just a few years ago. This article from The Economist explores how the rapid adoption and technical framework may open the door for a very real future of virtual and augmented mixed realities.