DIAL: Digital Innovations Awesome List (December 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!
As consumer behavior has changed over the last 40 years, advertisers have constantly adapted their media strategies. These adaptations have included shifting their advertising spend across the media landscape. No big surprises, but with the decline of print, and then more recently TV, digital has definitely won out. This article visually showcases that massive transformation.
Normal doesn’t exist anymore and the shifts that will happen in 2021 are about more than COVID-19. The trends for 2021 won’t be a revision or edited version of 2020 but instead worthy of a fresh new take. With everything going online due to the pandemic, the world of brands being born & thriving has changed. Take a deeper look to learn what these changes are predicted to be.
The allure of CTV advertising is that it marries the promise of granular targeting (via programmatic digital advertising) with the engaging power of TV. Programmatic advertising in CTV is the future, but getting there remains a challenge with the complex, fragmented ecosystem which has created confusion about the inventory available, how ads can be targeted, and what kind of data is available. Centro partner Peer39 makes the case for content contextual signals serving as a counterbalance to audience.
YouTube’s tests of a new audio advertising format drove a lift in brand awareness among 75% of brands that participated, according to a company blog post. The Google-owned platform has moved from alpha testing into beta testing the format, which inserts 15-second audio ads into music playlists and marks YouTube’s first endeavor into radio-like ads.
Norwegian telco Telenor sold cross-device company Tapad to Experian in a transaction advised by LUMA Partners. Experian is acquiring 100% of Tapad for a cash consideration of roughly $280 million. It was less than five years ago that Telenor bought Tapad for $360 million in February 2016, amid much fanfare about telcos being able to take better advantage of their first-party data to inform real-time advertising. So, what does Experian get out of the deal?
Apple’s planned changes for IDFA that require opt-in will force advertisers into other channels–most likely, connected TV. Working with a TV identity partner that can connect multiple IDs at the household level will help marketers reach their goals.
Following the trend of other ad-technology and media measurement companies, Nielsen is starting up its own identity graph product–an ID resolution system–for cross-media measurement. The trend in using ID measurement comes as more media companies move away from device-based digital cookies.
The CPRA was touted as legislation that would fill in the blanks that CCPA left open and further CCPA’s consumer protections. Significantly for online advertisers, the CPRA more specifically addresses businesses’ obligations when engaging in behavioral advertising.
Under CCPA, some businesses engaged in behavioral advertising interpreted “sales” as excluding the exchange of personal information, such as cookie data, for targeting and serving advertising to users across different platforms, arguing that no “sales” were involved because no exchange for “valuable consideration” had occurred. The CPRA’s introduction of the concept of “sharing” closes this potential loophole.
Cracking open the can to unlock consumer understanding, Pepsi has discovered that tapping into social as a springboard can help to quickly develop marketing that pops. They’re listening to the earned, social and digital media channels to inform, respond and position the Pepsi brands into the mainstream. Will even more brands look to adapt to fit in current culture? Related: Do the best memers build on popular culture or do they make pop culture? Sneak a peek into the life of the CMO (Chief Meme Officer).