DIAL: Digital Innovations Awesome List (January 2021)
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 IAB’s final impact study of 2020 showcases that buyers are optimistic about 2021 and expect a 6% overall increase in their 2021 budget (versus estimated actual spend in 2020). However, they have concerns about: 1) Preparing for a cookie-less future / loss of identifiers, 2) the need for 1st party data, and 3) cross-platform measurement solutions.
Despite the grim realities of a global economy that will be the worst since the Great Depression, advertising weathered the storm relatively well and will end up at declining by “only” 5.8% on an underlying basis (excluding-U.S. political advertising).
This annual report examines the eight largest markets—the U.S., China, Japan, the U.K., Germany, France, South Korea and Canada, and predicts that the global advertising market for 2021 will see 12.3% growth.
While 2020 is *finally* over, it’s set to be another volatile year for marketers. One item which remains top priority is first-party data. As cookies and mainstay methods of in-app tracking change, developing the personal connection with consumers will become essential. While there is no shortage of options in picking partners, there will be fresh new opportunities with companies like TikTok, Walmart, Target, Walgreens and Kroger.
Just because there are workarounds to online ad restrictions doesn’t mean they should be taken. Both Google and Apple are weeding them out in the name of customer privacy. Most post-cookie solutions have been in other forms of ID-based tracking like device fingerprinting. The biggest risk in pursuing some of the alternatives that have come out are the potential reputational and ethical risks that come along with it.
With 2021–and massive change–on the horizon for digital identity, there’s a lot of scrambling, with some marketers proactively preparing for the changes, others putting together plans, and some still trying to piece together what is changing and how it may impact their advertising.
Now that we’ve said goodbye to the dumpster fire that was 2020, it’s time to project what’s to come in the newly arrived year of 2021. Rather than rattle off a list of projected happenings, Street Fight zeroes in on one area that’s central to their coverage: location data.
2020 was nothing short of transformational. Major media companies had to adapt to overcome huge problems from a content development and distribution standpoint across the board, including the elimination of sports, the shutdown of production, and originals being pushed back.
Those that were able to adapt successfully saw massive gains in streaming due to more at-home media consumption, solid growth in ad-funded video on demand (AVOD) as consumers looked to cut or minimize extra costs, and an acceleration of innovations with tech integrations.
Growth will be driven mainly by broadcasters’ turning to streaming services to compete with Netflix, Amazon Prime Video and other online video giants. Streaming services need to keep their offerings competitive to retain subscribers.
Video games have become an important stage for players to keep in touch, interact, and celebrate creativity. While games have always had a social element, today’s leading titles are emerging as the “third place,”or a social environment that people turn to outside of home and work, and a great place to consider exposing consumers to brands.
Home to the world’s largest ecommerce market, two of the world’s largest online retailers (JD.com and Alibaba), and more than 900 million internet users, marketing and selling in China is a tantalizing prospect for any western ecommerce company.
But the ecommerce landscape in China, while it has its similarities to the west, is also a distinctive one, with a different set of consumer expectations, different trends, and different interactions with brands. Understanding these differences is the first step towards building a successful strategy for the Chinese market, and for learning what trends could shift west and impact advertising.