Monthly Industry Roundup: May 2020

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Why Connected TV Can No Longer Be Ignored

It’s becoming increasingly clear that the recent spike in video streaming across Connected TV (CTV) and other Over The Top (OTT) devices is one of the emerging trends that may be here to stay as we get back to our new “normal”. For those advertisers currently spending on linear TV across broadcast and cable that are now also looking for the greatest amount of reach among an evolving targeted audience, Connected TV can no longer be ignored. Not only are advertisers able to expand reach using CTV, but they also can reach a desired audience using sophisticated targeting tactics while gaining performance insights with attribution tracking. Our Director of Paid Media, Brooke Hess, breaks down the latest data and makes a compelling case for why now is the time to start testing Connected TV.

Don’t Ignore The Power of SEO

Search engine optimization ensures that your website is as visible and available as possible in search. This has always been important, but it is especially important now when services and availability have changed. During and after the global pandemic we’re all experiencing, accurate data about your business should be updated and live on your website, first and foremost. It’s the most visible entryway to your brand and the one digital place where you own all the information. In order to make sure your customers or potential customers are getting the best data possible, you have to make sure your website is visible and easy to navigate.  The best way to do that is to consider SEO best practice with everything that you do. Read the full piece for more SEO tips.

Yelp Rolls Out Enhanced Search Options for Virtual Offerings 

Yelp released a series of new features and products this month for businesses to promote their virtual offerings, and for consumers to better find those businesses. As Laurie Sullivan for Search Marketing Daily reports, companies can now indicate virtual services on their Yelp business page, and there is now a search filter in place for virtual offerings. Other highlights from this release include: 

  • A redesign of Yelp for Businesses to improve business owners’ experience. 
  • COVID-19 content for Yelp pages. 
  • Banners and badges, a way to share messages with customers for free. 
  • “Curbside pickup” is now searchable within the app, increasing visibility for businesses that offer that service. 

Read Sullivan’s full report on this release: “Yelp Search Filter Identifies Local Businesses With Virtual Offerings.” 

COVID-Fatigue In Advertising

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.”

Bonus Article: See The Brands Who’ve Gotten It Right

Plenty of brands have missed the mark on advertising during the past 90 days. Here are a few examples of those who’ve gotten it right, in our opinion.

 

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