DIAL: Digital Innovations Awesome List (December 2019)
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 2019 comes to a close, the LUMA team releases its annual State of Digital Marketing report, breaking down the winners and losers of 2019 in IPOs, what the ecosystem looked like in 2019 and how it will change in 2020, and how digital media will be impacted by the latest privacy laws.
In the next year, advertisers should expect changes across the industry, from creative resurgences to tighter measurement standards and growing consolidation among media partners. Players on both the buy-side and sell-side will have to continue to make strategic shifts as consumer behavior, digital regulations, and technical capabilities evolve at record pace.
With constant updates, new techniques, and changes to algorithms, the digital marketing world moves fast to keep up with the trends. Fortune predicts that the following will be marketing trends for 2020: shoppable posts, virtual and augmented reality, interactive content, personalization, Google Ads Smart Bidding, content marketing, video content, and SERP position zero.
Publishers are increasingly finding themselves at the whims of how platforms will adapt to an ad ecosystem that doesn’t rely on third-party cookies. The most worrying prospect will be in February when Google will let users opt out of third party tracking. Publishers are beginning to wring out more value out of first-party data strategies, like growing subscribers, getting more readers logged in and collecting data. With publishers able to do this, they will need to educate the buy side to show them they are still a fit.
Paypal acquired Honey for $4 billion, making it PayPal’s largest acquisition to date. Honey is profitable and most valuable is that PayPal will now have access to shopper data which will allow for personalization in the future.
The average car already has more than 150 million lines of code, according to a 2018 KPMG report, and a greater percentage of software will be devoted to in-car entertainment in the future. As self-driving cars come closer to reality, the inside of an automobile is going to become a new medium to reach consumers. Today, Tesla is leading the infotainment race with these in-car entertainment services, but others are starting to rethink the experience, as well.
In the advertising world, the term ‘cookie’ is commonly associated with the perceived invasion of online privacy. But at the heart of the collection of 3rd party cookie data is something many consumers really want: more personalized user experiences. In a future that is anticipated to be cookie-free, the author breaks down the anticipated reactions of advertisers, publishers and consumers in a world that must abide by stricter privacy and data regulations.
Digital advertising has been redefining the marketing landscape since the early 1990s. To provide perspective on its development, the following infographic breaks down the evolution of advertising across these past 25 years.
The out-of-home advertising industry continues to sing the virtue and value of digital out-of-home. Last year, DOOH accounted for 37.3% of the total global OOH ad spend, according to estimates from WARC. The same report predicts that DOOH will grow 10.1% each year between 2018 and 2021. This short piece illuminates factors that make DOOH appealing, along with some details on targeting, measurement and pricing.