We’re tracking the most important news for marketers making the rounds the week.
‘Retailers Are Media Owners In Their Own Right’: Why E-commerce Is Driving More Of Unilever’s Media Spend
Claire Hennah, Unilever’s vice president of ecommerce, says the company has created digital hubs in the majority of its markets that focus on data-driven marketing opportunities through reseller collaborations, in addition to thinking about how Unilever ads can be used to encourage someone to shop online even from within its own stores.
Why it matters: In 2019, Unilever made $3.7 billion from ecommerce sales and $2.6 billion in the first six months of 2020.
Grassroots organization Vote From Home 2020 is sending mail-in ballot applications to people of color who are “most likely to contract and die from Covid-19 and the least likely to request mail-in ballots” in swing states including Michigan, Pennsylvania and North Carolina. To promote the campaign, Vote From Home 2020 will run ads on Buzzfeed, Pandora, Vevo and Entertainment Weekly.
Why it matters: People of color have been disproportionately affected by COVID-19, polling location closures, long wait lines and voter ID laws.
A new consumer study from FIS Global shows most consumers are spending more of their money online. For example, a quarter of consumers are subscribing to new digital streaming services and almost half of consumers are more frequently shopping via their mobile devices.
Why it matters: Ecommerce is on the rise and consumer behavior is unlikely to return to pre-pandemic levels, so if a business is to thrive, it must quickly become digitally-enabled.
Taboola and Outbrain have cancelled plans for a $850 million merger after Taboola attempted to change terms of the deal and pay less than half of the initial agreement.
Why it matters: Since the pandemic began, digital advertising is performing better than traditional media and will grow 6 percent in the US in 2020, as compared to an 8 percent decline for the broader ad market. Additionally, the merger could have possibly produced a player in Google and Facebook’s ad duopoly, especially given that Google’s total advertising revenue in 2020 fell 8 percent (its first ad revenue decline in its 26-year history).
Criticized for its lack of intercultural sensitivity, Volkswagen’s now-withdrawn ad that ran in May 2020 proves that visible diversity in advertising doesn’t necessarily mean a brand is being representative, inclusive or nondiscriminatory.
Why it matters: Diversity in advertising starts with being aware, empathizing and speaking up.