DIAL: Digital Innovations Awesome List (February 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!
Advertising during the Super Bowl is always a massive expense, especially when compared to what buyers could purchase if they allocated that money elsewhere. Take a look at some of the ad placements buyers could afford if they reconsidered their Super Bowl ad buy, like 37 DAYS of TikTok hashtag challenges. #wow
Dentsu’s EVP of Video Research, Maggie Zhang, shares her thoughts on the forthcoming impact of mass reach and personalized messaging via linear addressable television in 2020. She provides 5 mandates that will serve as guidance for industry players from both the buy and sell sides to work toward the common goal of making every video impression addressable.
Today, addressable TV currently accounts for less than 4% of total TV ad spending. TVAdSync’s CEO shares his thoughts that while the addressable TV advertising sector is poised for growth driven by new initiatives, it may be stymied by a lack of new standards, measurement, and makegood rules.
In this report conducted by Innovid and ANA, there are three main takeaways: More reach, more interactivity, and more time. CTV is becoming the MVP among TV views and there’s a reason why nearly 50% of advertisers plan to increase their spending on CTV in 2020. Brands always follow their audiences. Not only are consumers spending more time with CTV, but there are also more than 500 hours of video being uploaded every minute (FYI, these aren’t UGC cat videos). Viewers are engaging in multi-screen viewing. Attention spans are actually evolving, not necessarily getting shorter. 55% say that a great story keeps people engaged (and maybe 45% are there for the cat videos?).
Axios 2020 Media Trends [:02]
Sure, it’s February now, but that doesn’t mean we’re done reviewing trends for the year ahead! Axios shared their list of media trends expected to impact the media landscape in the new year. Noted trends include:
- The anticipated release of new copyright laws requiring platforms to pay publishers for carrying their content,
- An increased demand from content creators from publishers,
- The evolution of data collection in a world with stiff privacy regulations,
- The creation of ‘politics-free’ ad spaces, and
- New ad strategies being brought to the streaming wars, in particular NBCUniversal’s Peacock
With constant updates, new techniques, and changes to algorithms, digital marketers are frequently scrambling just to keep up. Being aware of emerging or continuing trends is a vital part of staying on top of the game. With a brand-new decade rapidly approaching, Forbes shares their list of the top marketing trends for 2020.
With the 2020 general elections drawing near, social platforms are highlighting their separate approaches to political advertising. Twitter and Facebook have notably opposing policies, Twitter choosing to ban political advertising and Facebook not even fact-checking their political ads. The Columbia Journalism Review assembles a set of industry panelists to discuss the approach of each popular platform.
Now that Google has announced the demise of third-party cookies in the next two years, everyone in the industry is wondering what’s next. Here are three reasons to remain optimistic: We need a better cookie anyway; consumers need more information; and there’s still time to influence the outcome.
Shared identifiers (standardized ways of identifying and sharing user data between publishers and ad tech vendors) are likely next in line to be squashed by business developers. Shared IDs were never meant to replace the cookie—they were only intended to give ad tech vendors a shared identifier to track people across sites so that they don’t have to spend time syncing the cookies.
Over the past decade, management consultancies have increasingly intruded onto agencies’ traditional turf, competing for media budgets and marketing operations engagements. How has this evolved and what does the future look like for both agencies and consultancies?