We’ve searched for the most pressing marketing news so you don’t have to. Here’s what’s happening so far the week of February 24th.
‘We Must Create New Proxies’: In The Absence Of Cookies, Advertisers Focus On Attention-Based Metrics
The ad industry is still puzzling over solutions to a future without third-party cookies as a way to prevent losing decades worth of measurement data.
Why it matters: See which tracking alternatives Google, Microsoft and others are looking to as a replacement for third-party cookies.
Corona beer is getting a lift in search from the Coronavirus and #CoronaBeerVirus has over 1.5 million impressions. Even if the beer isn’t contagious, misinformation around Corona’s relation to Coronavirus is going viral.
Why it matters: “There has never been such a huge spike in searches for Corona beer in the past four years as it happened in January 2020,” due to the outbreak of Coronavirus.
Reports are circulating (and even cited within this Adweek piece) that 38 percent of beer-drinking consumers in America would not buy Corona now, with 16 percent of respondents confused as to whether the beer and virus are connected in any meaningful way.
With Apple and Google already planning to nix third-party cookies, experts anticipate similar designs for the mobile app ecosystem.
Why it matters: It’s absolutely past time to give thought to how you’ll deal with attribution and measurement without tracking through third-party cookies.
Bookmark this one: Forbes shares a collection of stats measuring Gen-Z’s makeup, values and orientation towards products and brands.
Why it matters: Gen-Z is uniquely poised, due to the generation’s size and purchasing power, to greatly impact marketing in the coming years. How do you plan to reach them?
Coronavirus Concerns Hit Fashion’s Workplaces
Business of Fashion
Western fashion brands are taking steps to prevent the spread of Coronavirus with workplace provisions and travel restrictions, in light of the recent public health emergency — one that has absolutely no relation to Corona beer.
Why it matters: Taking simple precautions can save lives and set a unified recovery plan for businesses that may become impacted by the spread of COVID-19.
Disorganization is a major, yet correctable factor causing marketers to pay for the same data twice.
Why it matters: Waste not, want not—especially when it comes to your marketing dollars.
Is Silicon Valley’s Love Affair With Direct-to-Consumer Brands Over?
Business Of Fashion
Silicon Valley’s attitude toward investing in DTC brands has done a 180-degree turn.
Why it matters: “A lot of investors were looking at topline without considering how much it took to get there, but now the question is, ‘At what point will you be profitable?’ And there’s more scrutiny than ever.”
Typically slow-to-react luxury brand marketers are quickly adopting TikTok as a marketing channel.
Why it matters: Luxury brands on TikTok “have seen the success from other platforms and know there is less risk after [being on] Snapchat, Twitter, Instagram and Facebook.”
A look at survey results from over 3,000 brand partners who were asked about the benefits of working in branded partnerships.
Why it matters: “The top six benefits [marketers] see are reaching the right audience easier, better and faster, giving your brand another story, testing and learning, getting smarter, better ROI than other channels and better measurability too.”
Despite an air of uncertainty surrounding global events in the wake of the spread of COVID-19 (and comments from senior member of the International Olympic Committee, Dick Pound, concerning the cancelation), Tokyo organizing committee CEO Toshiro Muto tried to quash concerns that the Summer Games would be altered in a way that would affect advertisers.
Why it matters: Advertisers should prepare for the worst and hope for the best. “If this is so bad they have to call off the Olympics, trust me when I tell you we’re all going to have a whole lot more to worry about than lost impressions.”
Jif Seeks To Settle The Debate About ‘GIF’ Pronunciation
Whether it’s with a soft “G” or hard “G,” the debate over how to pronounce “GIF” is an Internet “OG.”
Now, J.M. Smucker-owned peanut-butter brand Jif has partnered with Giphy on a digital marketing campaign tapping into cultural conversations around the debate.
Why it matters: The partnership between Jif and Giphy created modern buzz for a very old school brand by leveraging limited-edition products related to the campaign.
A look at what characteristics the modern CMO embodies and how the role has evolved.
Why it matters: “As the CMO uncovers and delivers business insights, they’ll find themselves not only at the table but right next to the CEO.”
Do Shock Tactics Reek Of Brand Desperation?
Creative directors, strategists and more from adland share their take on Burger King’s moldy Whopper ad and the general use of marketing with ‘shock tactics.’
Why it matters: There’s a fine line between desperation and resoundingly shocking creative work.
The Ten Tenets Of Brand Control
The Drum shares helpful tenets for refamiliarizing yourself with the manifold aspects of brand control, including compliance for regulated industries and empowering employee unity.
Why it matters: Brand control (and its corollary, brand safety) is far more than a deck of stylistic guidelines. It doesn’t hurt that in terms of financials, brand value has “repeatedly been shown to be a direct driver of enterprise value.”
Your People Are Your Brand
Remember these tips as you prepare to plan employee engagement efforts. Internal activation isn’t just a check-box!
Why it matters: “A brand’s employees need to be treated as a pivotal audience for any new campaign or marketing initiatives, they need to be convinced of the brand’s power, they need to be fully on board.”
Gartner Says Over 40 Percent Of Privacy Compliance Technology Will Rely On AI In The Next Three Years
Marketing Technology Insights
According to the analyst firm, over 40 percent of privacy compliance technology will rely on artificial intelligence (AI) by 2023, up from 5 percent. Privacy-driven spending on compliance is projected to rise to $8 billion worldwide through 2022.
Why it matters: According to Gartner, “More than 60 jurisdictions around the world have proposed or are drafting postmodern privacy and data protection laws.” Privacy leaders are under pressure to ensure that all personal data processed is done so in accordance with the law, which is difficult and expensive to manage without technology.
Uber signed a deal with the out-of-home ad-tech company Adomni to introduce ad displays on top of a thousand vehicles in Atlanta, Dallas and Phoenix by April 1. The partnership with Adomni opens a new business unit for Uber, called Uber OOH Powered by Adomni, as well as an additional revenue stream for the ride-sharing company.
Why it matters: Jonathan Gudai, CEO, Adomni told Adweek that the goal of Uber OOH is to “unlock a new ad network and medium at the street level, in many cases with video, and have advertisers be able to reach the consumers—audiences—in a very engaging way.”
The Average Age And Tenure Of C-Suite Executives
According to the study by Korn Ferry, the average tenure of a CMO is 3.5 years, compared with 6.9 years for a CEO. Tech CMOs have the shortest average tenure among the industries examined. The average age of a CMO is 54, which ties with CFOs as the youngest among c-suite executives.
Why it matters: “Short CMO tenure is a reflection of a lack of understanding of how powerful this role can really be in terms of driving business outcomes,” said Caren Fleit, Korn Ferry leader, global marketing officers practice. “This often leads to lack of clarity around tangible deliverables and also to hiring a CMO whose skills and experiences may not be aligned with business needs.”
YouTube’s Partner Program allows influencers to earn money through their channels by placing ads within videos. How much money a single YouTube video with 100,000 views makes from Google ads depends on the content of the video and the audience.
Why it matters: Pay varies widely based on factors like a video’s watch time, length and viewer demographic. For example, a lifestyle and fashion YouTube creator with over 264,000 subscribers earns between $500 to $1,000 on a single video with 100,000 views. Alternately, a content creator who posts personal finance, stock and real-estate investing content earns between $1,300 and $1,500 per video.
As the market consolidates, distressed ad tech assets are being taken over for a fraction of those companies’ prior valuations, what Zeta Global CEO David Steinberg refers to as, “the nuclear winter of ad tech.”
Why it matters: The nature of ad tech buyers is changing, a sign of a maturing sector that’s more about cost-saving and synergies rather than strategic growth.
Google has removed 600 apps from Google Play Store and banned them from its ad monetization platform for violating disruptive ad policy and disallowed interstitial policy.
Why it matters: Google says it has developed new technologies to protect against one form of disruptive ads on the rise called out-of-context ads, which is when malicious developers serve ads on a mobile device when the user is not actually active in their app.
Ad Exchanger examines the importance of ad tech companies adopting differential privacy, “a set of cryptographic properties that can be applied to machine learning algorithms in order to set a limit on how much information can be extracted from data before it’s possible to draw inferences about individuals.”
Why it matters: Beyond using differential privacy to randomize large data sets for researchers to access, ad tech companies should care about differential privacy because it provides a foundation for ads to be delivered to large audiences with similar interests without allowing personal data to leave the browser.
Outlook on Spotify’s recent acquisition of The Ringer podcast network for $141-$196 million.
Why it matters: Spotify is set to invest nearly $582 million in podcasting and introduced a tool to dynamically insert personalized ads into podcasts. The goal: to grow its output of exclusive content given it doesn’t take a cut of ad revenue from third-party shows.
A new survey from Oribi found that Google’s paid search ads have a conversion rate of 2.7 percent and Google’s organic search is 2.1 percent versus Facebook’s 1.5 percent. It also found that cheaper products tend to sell better than expensive ones on Facebook and Instagram.
Why it matters: The findings suggest that brand strategies must vary by platform, with a direct sales focus for search engine optimization and paid search, and a branding and awareness focus on social channels.
Editor’s Note: Our weekly reading list is updated daily. This installment is updated until Friday, February 28. Have a tip? We’re looking for must-read articles related to trends and insights in marketing and media. Let us know at email@example.com.