Digital Recap: Advertising News to Help You Move Forward

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Don’t Dismiss the Potential of Connected TV

Increased video streaming across Connected TV (CTV) and other Over The Top (OTT) devices is a trend that brands can’t afford to miss. CTV offers expanded reach, sophisticated targeting, and better performance insights than broadcast/cable. In her article, “Connected TV Can No Longer Be Ignored,” Location3’s Director of Paid Media, Brooke Hess, takes us through the rise in viewership and CTV’s benefits and features for advertisers. Here are a few highlights from her article:

  • The industry has seen considerable increases in CTV viewing, especially during the coronavirus response.
  • With increased ad inventory and fewer advertisers in market, advertisers can test CTV at lower rates.
  • CTV offers advanced targeting tactics: ads are targeted to the individual users in whatever content they are consuming.
  • Advertisers can whitelist or blacklist content or channels to better align ads and their placement with brand standards and target audiences.
  • Customized video advertising that drives results is available to franchise systems though partnership with Location3.

For greater insight, read Hess’s full article: “Connected TV Can No Longer Be Ignored.”

Social Advertising Prices Are Low, Brands Experiment

Social media consumption is on the rise and advertiser demand is declining; ad prices are low on social. In her article for Ad Exchanger, Alison Weissbrot examines the ways advertisers are taking advantage and achieving quality reach:

  • Testing new platforms to resonate with evolving consumer behavior: Procter & Gamble recently created a TikTok dance challenge with influencer Charli d’Amelio to promote social distancing. #distancedance
  • Leveraging search behaviors on Pinterest: McCormick took note of the recent home bread-baking trend and launched four homemade bread recipes on Pinterest.
  • Maintaining pre-COVID spend levels: Brand advertisers in consumer health and FMCG verticals are sticking to pre-pandemic levels and hope to extend reach with lower prices.

With a lowered barrier to entry, the time is right to test social advertising in your marketing mix. Read Weissbrot’s full article for more detail: “Brands Take Advantage of ‘Black Friday Ad Pricing’ On Social.”

Google, Facebook Find New Ways to Support Businesses Impacted by COVID-19

Google and Facebook are continuing to update offerings to businesses in response to COVID-19. In his article for Campaign US, Oliver McAteer highlights Google’s new curbside pickup option for local inventory ads. The ability to communicate updated store information and product availability is enhanced with this feature.

Example of Google's curbside pickup advertising option in Local Inventory Ads.

Image Source: https://www.campaignlive.com/article/google-launches-curbside-pickup-option-local-inventory-ads/1682837?DCMP=EMC-CONTheCampaignFix

Facebook is also launching a host of new features in support of small businesses. Andrew Hutchinson details these updates in his article for Social Media Today. Announced features include:

  • A new ‘Support Small Business’ sticker for Instagram, which enables unique sharing capabilities for users and could be a tool for brands to showcase their messages.
  • The #SupportSmallBusiness hashtag is being promoted on Facebook’s The Social Network to improve business discovery in the main app.
  • A “in support of” tag was implemented on Facebook, allowing creators to showcase favorite businesses to fans.
  • Messaging tools were updated for businesses to better manage direct queries and connect with consumers.

For greater detail on Google’s Local Inventory Ad update, read McAteer’s article, “Google launches curbside pickup option for local inventory ads.”

For more information on Facebook’s updates, read Hutchinson’s article, “Facebook Launches New Support Tools for SMBs in Both Facebook and Instagram.”

COVID-Fatigue

Dianna Christie, writing for Marketing Dive, has done some interesting analyses of consumer surveys about COVID-19 ad messaging. She examined surveys conducted by MediaScience and Mitto and found that addressing COVID-19 in the right way can be a tricky balancing act for brands. It appears that COVID-related ads perform better when part of news programming, but consumers are tiring of pandemic-related messaging all the same, with 41% of Mitto’s 7,000 respondents indicating they are ready to hear about topics unrelated to COVID-19. Christie recommends that brands be cautious as they balance corporate responsibility with consumer desires.

Read Christie’s articles: “Ads around COVID-19 work better within news media, study finds” and “Consumers tire of COVID-19-related ads, survey finds.”

 

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