Google’s (Non) Announcement: 3 Possibilities for Cookie Depreciation and the Future of Post-Cookie Identifiers

Google’s (Non) Announcement: 3 Possibilities for Cookie Depreciation and the Future of Post-Cookie Identifiers

While Google’s recent press release on the deprecation of third-party cookies offered little in the way of new information, it forced the ad tech world to face the future with a bit more clarity and perspective. Google dashed any last hopes of a silver bullet with regard to unique identifiers (I now realize there was a small part of me still hoping for a browser based Ad ID), and made it clear that they would not involve themselves in any alternative, consent-based identifier framework (though it also seems that they will not obstruct such efforts). The programmatic advertising world is facing their options having heard Google’s qualifications, but for real this time.

Three core tactics present themselves as Chrome depreciates the third-party cookie.

 

1. Consent-based, Cookie-less Identifiers and Strategies

One clear path will be to use consent-based, cookie-less identifiers. Many large players in the industry are working towards these identifiers including but not limited to LiveRamp, The Trade Desk, and Lotame. These solutions seek to preserve the framework by which the Lumascape primarily transacts programmatic advertising –identity–while sourcing identity in a privacy compliant manner. While Google clarified that they will not be investing in this type of solution, these new identity products should still work, with some caveats. The size and scale of the addressable web within the scope of these new identity products remains unknown, and the big question is, what portion of the web are advertisers willing to sacrifice in order to maintain the status quo? Quite a lot, I suspect, especially upon consideration of the investments made into DMP’s, first party data, and other countless data strategies over the years.

The typical tactics of audience targeting, re-marketing, and others will continue to work in some capacity, and agencies and brands will continue to be able to communicate those identities to DSPs and down the line for execution. The scale and addressability will all just be some amount worse, as it is now compared to a year ago, and as it was a year ago compared to the year before that.

 

google chrome no cookies

 

 

2. Google’s Proposal: FLoC Buy In

Another alternative is Google’s proposed set of solutions. The Federated Learning of Cohorts (FLoC) adheres to the rigors of privacy restrictions (self-imposed or otherwise) without requiring user consent. It sounds great, but there are a few trade-offs, most of which remain murky. Google claims “that advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising,” but the methodology with which they came to that conclusion is not transparent. Google additionally proposed that audience creation and measurement can be accomplished using FLoC; these proposals, however, remain incomplete and subject to change. The lack of clear information and plans from Google makes FLoC difficult to plan for and invest in. No one is clear about how well it’s going to work, and how much work it will take to get it to work.

We can at least say that FLoC will be one solution among three that will make a large portion of the web semi-addressable, with “semi” being a flexible and unknown qualifier for some time. Another large portion of the web (everything but Chrome) will remain non-addressable.

 

3. Just Let All These Post-Cookie Identifiers Go

While staring down the prospects of unique identity and FLoC in the future, one must ask, is it really worth it? Have we strayed too far from the light? Are all these sacrifices and efforts worth hanging on to whatever scraps are left of addressable programmatic media?

Each will have to answer that question for themselves; however, we can say that with a combination of intelligent contextual targeting with aggressive optimization based on non-identity signals, audience targeted programmatic does not have a monopoly on digital performance marketing. In fact, in the grand scheme of targetable audiences that exist in the ecosystem now, very few can justify their price against their performance. Dynamic and algorithmic optimization that goes beyond bid modifiers using non-identity signals reign supreme in performance, and letting go of identity seems like the sustainable bet.

Furthermore, while the addressable web shrinks, the rest of it goes on sale. As buyers concentrate their bidding power on those auctions where the user is known and consented, those auctions where the user is not known will have fewer bidders and ultimately lower media cost.

In the end, the smartest strategy will be one that can make the best use of all the available tools. A programmatic media plan that can work with the addressable web in the new era and understand its limitations while also testing and applying non-identity based programs will be the winner. The best planners and executors will also have a keen understanding of how their different identity and non-identity tactics will interact with their measurement and attribution solutions.

 

arthur hainline bidtellect

Arthur Hainline is the VP of Product at Bidtellect

ENTERTAINMENT: HOW TO SHINE IN THE SEA OF STREAM

ENTERTAINMENT: HOW TO SHINE IN THE SEA OF STREAM

By a combination of design and circumstance, at-home entertainment has become mainstream. But with over 200 streaming options and endless shows to choose from, “streaming fatigue” and decision overwhelm are rampant. How can advertisers reach consumers ready to stream, but unsure of what to choose? What’s the current state of the industry and how is it going to evolve?

The Pandemic Effect: Streaming is the New Normal

Streaming has long overtaken the cultural zeitgeist, but the pandemic’s at-home orders cemented its permanence and pervasiveness. About 80% of U.S. consumers subscribe to at least one paid streaming video service, and more than 70% have increased their use of paid streaming since the onset of pandemic.  Many now consider streaming costs to be a utility expense on par with gas or electric. It remains to be seen whether or not consumers will flock to movie theaters – once the mainstay for quality entertainment – post-pandemic. PWC predicts they won’t: subscription video on demand revenues are projected to double box office revenues by 2024.

But there’s streaming, then there’s actually choosing what to stream. There are reportedly over 200+ streaming services available in 2021. With so many streaming options to choose from, devices to watch on (television, desktop, laptop, smartphone), and content to sift through – not to mention money to spend on it all – how on earth do consumers decide what to watch next? Streaming fatigue” and decision overwhelm are rampant.

  • There are reportedly over 200+ streaming services available in 2021 (Flixed).
  • About 80% of U.S. consumers now subscribe to at least one paid streaming video service, up from 73% in the pre-COVID-19 survey (and versus 69% in Deloitte’s study last year) (Deloitte).
  • More than 70% of consumers have increased their use of paid streaming since onset of pandemic (TransUnion via TVTechnology)
  • The global streaming market was worth $42.6 billion in 2019. It’s expected to grow more than 20% per year and reach a total of $184.3 billion by 2027 (Grand View Research via Comparitech).
  • Subscription video on demand revenues are projected to double box office revenues by 2024 (PWC Media Outlook)
  • Increasingly, many people regard their digital E&M spending—a Netflix subscription or mobile data allowance—as a utility on a par with water or electricity and therefore a non-discretionary expense. (PWC Media Outlook)
  • The average U.S. consumer currently pays for four different services, up from three pre-COVID-19 (Deloitte).

 

With SO Many Options, How Do Consumers Decide What to Watch?

When it comes to deciding what to watch or even which streaming service to choose, studies show that consumers go to what they know (or trust). Many will turn to a show they are already familiar with (hence why Netflix paid $80 million for Friends), but most rely on recommendations: either from trusted sources of reviews and content or family/friends. Family and friends may help to a point, but don’t cater to unique or niche interests. This means that providing recommendations near topics or content consumers already know and trust will ease decision making and reduce overwhelm. 

To tap into that familiarity that consumers appreciate, advertisers should create content recommendations in a warm, friendly tone. Create informative, trustworthy content to read like reviews, listicles, or personal stories. 

  • The most important attributes for a streaming service, per Nielsen’s survey, are the variety of content available (67%), ease of use (56%) and access to movies (52%).  
  • Netflix users spend on average 18 minutes deciding what to watch (Reelgood and Learndipity Data Insights via IndieWire)
  • 67% said the biggest influence on what they decide to stream is the existence of shows they used to watch on broadcast TV now being available to stream (BGR) .
  • 66% of respondents cite recommendations from family and friends as the main factor for determining what show or video content to consume and 54% cited reviews (e.g. online, blogs, in magazines, on TV, etc.) (Nielson via The Hollywood Reporter).
  • Only 42% of respondents said they let what they see on social media sway their decision of what to stream (Nielson via The Hollywood Reporter).

 

Original Content Matters: How Can Advertisers Reach the Viewers Eager to Find It?

In a sea of streaming choices, consumers want a knowledgeable voice to be a directional guide. They are receptive to targeting and recommendations. They are eager to devour content like reviews, videos, recommendations. 

Reach consumers deciding what to watch next by distributing through digital channels and maximizing contextual targeting and context-driven optimization to serve ads relevant to the page they are already reading. (BTW ditch social media – this was the second-least influential factor according to Nielsen’s survey.)

According to Deloitte, it’s also imperative that entertainment companies continue to build their capabilities to harness customer data to deliver highly relevant or personalized content recommendations and targeted advertising. When a consumer gets a relevant recommendation, and they get value from the interaction, they are more likely to stick around.  To provide a high level of value, a strong integration and a seamless user experience among all the content and services is key.

  • 71% of millennials stated that original content was a primary driving factor in choosing a streaming service (Deloitte).
  • Media and entertainment ad spend grew by 14.5% in 2021 so far (January 2021, Dentsu Aegis Network)
  • 60% of US advertisers planned to shift ad dollars from linear TV to either CTV or OTT in 2021 (IAB via eMarketer, November 2020 poll)

 

Ads Mid-Stream: A Nuisance or a Way to Decrease Streaming Costs?

Two contrasting predictions emerged in research: one is that ad-free streaming will increase as consumers’ expectations for on-demand ad-free content (that Netflix popularized) increases; two is that the number of distinct streaming services is becoming excessive and expensive and consumers would prefer ads if it meant free streaming. 

In the entertainment vertical – as in across all verticals – the abundance of choice has swung the pendulum from an advertiser-led mass distribution model to a consumer-driven, choice and targeted model. 

“[I]t is likely that the mass personalisation of content experiences at relatively low cost and the resulting explosive growth in choice have altered the balance, perhaps permanently, between consumer spending and advertising. Companies find they can deliver immense choice at a price point that makes sense for both supplier and customer, while building powerful direct relationships—all without relying excessively on fickle or intrusive ads. E&M companies are increasingly in the business of delivering experiences and content directly to consumers, not delivering audiences and eyeballs to advertisers.” (PWC Media Outlook)

  • 44% of consumers cite an ad-free experience as being a top reason for using streaming services (Deloitte via Comparitech).
  • The leading cause of frustration with TV advertising among streaming subscribers is having to watch the same commercial repeatedly (cited by 46 percent of respondents) (The Trade Desk via MarTechSeries)
  • Ads make up a whopping 20 minutes out of every hour of TV. 75% of viewers think this is massive overkill and 82% express frustration with having to see the same ads time and again (Deloitte via Comparitech).
  • 40% of respondents are only willing to spend up to $20 per month on video streaming services (PCMag 2019 Survey via Deloitte)
  • 65% of respondents say they’re comfortable watching ads to eliminate or reduce subscription costs (Deloitte).
  • 47% of American consumers are watching at least one free ad-supported streaming video service, such as Pluto TV, Tubi, and the Roku Channel (18% growth since the pandemic began) (Deloitte).
  • Free ad-supported video appeals to thrifty baby boomers and matures, who prefer free streaming options by 58% and 65%, respectively, over subscription-based options.(Deloitte)
  • 84% of users rank cost as either extremely or very important when selecting a streaming service. (Nielsen Total Audience Report)

 

Strategy Takeaways:

  1. Recommendations are valuable to consumers
  2. Reach consumers at their moment of intent to research and find a new viewing experience through contextual targeting and context-driven optimization capabilities 
  3. Utilize customer data to offer personalized recommendations

 

The Bidtellect Advantage:

  • Utilize contextual targeting and context-drive optimization to meet consumers at the moment of research and intent to watch
  • Reach users currently streaming at 9 of the top streaming platforms, as well as 165+ TV audiences categorized by program, network, film genre, viewer type, and more thanks to Bidtellect’s partnership with Lotame.
  • Each content advertisement is rendered in real-time to match the format and feel of the unique ad placement on the page, ensuring trust is built with the consumer.
  • Advanced bidding platform will optimize to best-performing creative assets thanks to optimization capabilities or our detail-oriented platform specialists will adjust creative assets manually based on performance and expertise.
  • Unique [b]+studio creative services offers expert copywriting and creative asset creation and/or expert strategic counsel dependent on needs to meet evolving standards of quality content assets.
Gamestop, Bid Shading, and Raising Money for Bartenders. This Week in Digital Advertising: February 5th, 2021

Gamestop, Bid Shading, and Raising Money for Bartenders. This Week in Digital Advertising: February 5th, 2021

Hello Bidtellectuals!

Congratulations to Bidtellectual of the Week Mitchell Bonkowski!

 

If Gamestop Taught Us Anything, It’s that Sharing is Caring

The Gamestop stock-buying craze has made one thing clear: people love sharing informational content and acting on what they’ve learned. Now’s the time for the finance vertical to up its meaningful content efforts. Create content to (re)educate consumers and build trust, then maximize contextual tools to reach consumers at their moment of research or purchase intent. Director of Sales Jonno Burden weighs in on next steps for the industry.

Read more here: GAMESTOP WHAT? Time to Educate and Win Customers

Superbowl Ad Breakdown: The COVID Effect

You may have heard the term floating around lately, or even read this WTF piece on Digiday. Simply put, Bid Shading allows advertisers to save money on an ad placement that’s valuable to them and their goals. Bidtellect’s VP of Product breaks down the process in the first video of our new Behind the Platform series. You can also read more about it here

The Latest

  • Jeff Bezos is stepping down as CEO of Amazon—the trillion-dollar ecommerce and cloud computing behemoth he started 27 years ago that made him one of the world’s richest humans. Bezos will transition to executive chair while Andy Jassy will take over as CEO. Jassy grew Amazon’s cloud segment Amazon Web Services from its inception into a $45 billion business and the company’s biggest moneymaker
  • Magnite has acquired video supply-side platform SpotX from European entertainment network RTL Group for $1.17 billion. According to Magnite CEO Michael Barrett, the company’s vision is to build a highly scaled independent programmatic CTV and video ad platform.
  • The Superbowl is the Sunday. 186.6 million people are expected to tune in this year. What to expect: advertisers are more cautious, somber ads are out, and many new brands who thrived during the pandemic are making their debut.
  • Read a rundown of Superbowl advertisers here and COVID’s effect. 

Good News: Bartenders Get Some Celebrity Love

Say cheers! The alcohol brands of Ryan Reynolds, Sean “Diddy” Combs, and David Beckham have joined together to donate $1 million towards organizations that benefit bartenders in lockdown. You can watch the hilarious video here.

Stay safe,
Charlotte

 

Cannabis Advertising, COVID’s Impact on Superbowl Ads, and Walmart’s New DSP. This Week in Digital Advertising: January 29th

Cannabis Advertising, COVID’s Impact on Superbowl Ads, and Walmart’s New DSP. This Week in Digital Advertising: January 29th

Hello Bidtellectuals!

Congratulations to Bidtellectual of the Week Vicky Papadimas!

 

The Cannabis Craze & Its Digital Opportunity

Like every industry during the coronavirus pandemic, the cannabis industry felt some changes…but not in a bad way. Sure, live events were cancelled and billboards were suddenly a massive waste of money, but the combination of stress and more time at home meant sales soared. But cannabis advertisers still face lingering misconceptions about its benefits, not to mention laws that differ by state. There’s a dynamite opportunity for increased digital spend coupled with valuable content that can re-educate the masses.

Read more here: Cannabis Advertising, Changing Perceptions, the COVID Impact, and the Digital Opportunity

Superbowl Ad Breakdown: The COVID Effect

  • ViacomCBS says its Super Bowl ad inventory is pretty much sold out, with 30-second spots selling for at least $5.5 million.
  • For the first time in 37 years, Budweiser will not run an ad in the Super Bowl. Instead, it’s diverting its ad budget to focus on efforts to improve awareness and education around Covid-19 vaccines, in partnership with the public-service advertising nonprofit Ad Council. (Their seltzers will see some air time, though)
  • On that note, expect lots of ads for hard seltzers and light beer, like this take on the old “make lemonade out of lemons” advice; 2020 gave us a sh*t load of lemons, so they made some Bud Light lemon seltzer.
  • Indeed will run its first ever Super Bowl commercial featuring real job seekers to offer hope and inspiration for job hunting.
  • Tide always crushes it. This year, they’ll air a 60-second spot featuring Jason Alexander. Doritos, Pringles, M&Ms, General Motors, Mountain Dew will be back, too.
  • Hellmans and Huggies make their first Super Bowl debut.
  • E*Trade, DoorDash, Fiverr, and Mercari also make their first debut, each examples of tools that saw new popularity during the pandemic.

 

Walmart Taps Trade Desk Over Xandr

After more than a year of testing, Walmart announced the release of its custom-built version of the Trade Desk DSP for its retail media business. Walmart’s DSP is a separate, walled-off version of the Trade Desk, filled with exclusive Walmart data and inventory and utilizing a self-service model to give buyers more transparency.The Walmart DSP will also be the only way to access Walmart’s advertising inventory– like Walmart.com and in-store ad placements. See what they did there?

Good News: Giant Dinosaur Discovered

Some bones first discovered in Argentina in 2012 may be the largest land animal in our planet’s history. After subsequent field trips, digs, and analysis over twelve years, paleontologists now believe the tail vertebrae, pelvis, and other bones discovered belong to a titanosaur from 98 million years ago. The dinosaur could be larger than 76 tons and 122 feet from nose to tail. Imagine catching one of those in your backyard!

Stay safe,
Charlotte

 

Cannabis Advertising, Changing Perceptions, the COVID Impact, and the Digital Opportunity

Cannabis Advertising, Changing Perceptions, the COVID Impact, and the Digital Opportunity

With the legality and perception of cannabis changing, how can cannabis advertisers adjust their strategy for maximum ROI? How shifting perceptions and COVID’s impact leave a massive opportunity for digital and programmatic.

2020 was a big year for the cannabis movement and cannabis advertising. In the US, cannabis is now fully legal (medical and recreational) in 11 states plus Washington, DC., and legal for medical use in 34 states. Legal cannabis sales reached nearly $20 billion this past year and are expected to top $40 billion annually within the next four years (TechCrunch)

For cannabis advertisers, there are still several hurdles: state by state differences in legality, lingering misconceptions coupled with shifting demographics and reputation, and lack of information or educational resources.

We’ll cover: changing attitudes, emerging demographics and usage data, the coronavirus pandemic’s effect, and digital strategies for success.

Changing Attitudes & A Disconnect Between “Typical” Weed Users and Those Purchasing

The “typical” cannabis user is no longer just your older brother’s friend hanging in their parents’ basement. Cannabis users and perceptions of usage have evolved and expanded. From cancer patients and the elderly looking to increase their appetite and minimize pain naturally, to tech-savvy “biohacker” types looking to maximize their health, and everywhere in between (Healthline, WebMD, Harvard Medical, TechCrunch, and Vogue all have written about it, to name a few).  

According to data from Oasis Intelligence and Adweek, there’s no single description for cannabis consumers, but as a composite, they’re 30-something college graduates working full-time jobs. They’re committed to social justice and legal reform, they’re hungry for information, and they use cannabis primarily as a wellness tool (Adweek). 48% say they consume cannabis for wellness rather than recreational purposes, with 19% making no distinction between the two (Oasis Intelligence via Adweek). This means cannabis is more than an alternative medicine and might just be…a health trend.

Based on the data, most use cannabis weekly, price is a major factor in choosing a brand to purchase from, and usage and spend have increased during the coronavirus pandemic. 

 

Cannabis Usage Trends: 

  • 83% use cannabis weekly (Oasis Intelligence Poll of 20,000 participants via Adweek). 
  • 60% spend more than $50 a month on cannabis products, and 38% spend more than $100 (Oasis Intelligence via Adweek). 
  • Flower and edibles are the most popular forms of cannabis, while interest in infused beverages has doubled recently, with 17% of survey participants saying they use the products (Oasis Intelligence via Adweek). 
  • Price is a key driver for 50% of consumers, and 46% bought directly from a dispensary. (Oasis Intelligence via Adweek)
  • Washington is the leading U.S. state based on cannabis sales for recreational use (Statista).
  • 44% report planned increase in cannabis use during COVID-19 outbreak in the United States in 2020 (Statista)
  • In 2019, almost 127 million people had used marijuana in their lifetime, a substantial increase from 104 million in 2009 (Statista)
  • 66% of respondents replied in favor of legalizing marijuana in October 2019 (Statista).

The Pandemic Effect 

on Cannabis & Cannabis Advertising

Ecommerce skyrocketed: With more stuck at home than any time in recent history (coupled with stress and anxiety), it’s no surprise that cannabis use jumped at the height of the coronavirus pandemic. 44% report using or planning to use multiple times per day, and 39% answered five or more days per week (Statista) Luckily, many dispensaries were classified as “essential” businesses during pandemic in many states alongside grocery stores, gas stations, and pharmacies (TechCrunch). Retail sales of medical and recreational cannabis in the United States were projected to eclipse $15 billion by the end of 2020, an increase of approximately 40% over 2019 sales figures, according to Marijuana Business Factbook, and experts estimate that the pandemic accelerated the shift to e-commerce by five years. One brand, Dutchie, experienced a 700% surge in online orders and a 32% increase in average order size since March (TechCrunch).  

Decrease in events or in-person exploration and educational opportunities: This goes without saying, really. But it’s worth it to note that the cannabis industry relied heavily on live events for educational and experimentation purposes. Those new to the “cannabis game” could attend a live event to speak with experts, try new strands, and determine the best purchase for their intentions. Cannabis advertisers should experiment with live virtual videos or events that are short and educational to help potential consumers make purchase decisions, as well as look to written content. Original content – over live events – can live longer on the internet and allow new and returning consumers to access it at any time. For example, During the pandemic, Charlotte’s Web CBD and cannabis product company debuted the education series “Searching for Answers.”

Cost-Conscious Buying & Trust: The pandemic and subsequent economic downturn obviously shifted the focus of consumers to more cost-conscious purchasing patterns. Expect far less impulse-buying and more research and cost-evaluation from consumers that will likely stick around. This is where education comes into play; consumers will be more likely to spend with a brand that shows expertise and trustworthiness than those who are flashy. And consumers “will go with their tried and true” to complete repeat purchases over finding a new brand each time.

 

 

The Importance of Original Content, Trustworthiness, & Education in Cannabis Advertising

Like other industries that require an educational component to their sales strategy, cannabis will require valuable content creation and scalable distribution efforts to educate the public on the benefits of cannabis and its changing reputation. 

Individuality and original content will also matter. According to CMO Sam Boyer to Adweek, “Original content will be a huge driver for cannabis advertising. It’s definitely more engaging at a time when people are looking for information and want to hear about health and wellness. The authentic voices will really stand out.”

 

Bidtellect Case Study: How A Leading University Targeted Content To Reach Students Across Multiple Geos

Why Digital Advertising and Programmatic For Cannabis Advertising

  • In 2018, 84% of spend on cannabis retail advertising went to outdoor ads like billboards. The second largest share went to newspapers with 5% of total spend, while only 4% went to digital advertising (Kantar).
  • Cannabis advertisers spent $370 million on digital display ads in 2019, an increase from $238 million in 2018. (DashTwo)

According to PrograMetrix, outdoor advertising faces strict restrictions depending on the state (a required placement distance from schools and children, for example); beyond billboards, marketers most frequently advertised through events (at which no cannabis could be offered or consumed); on endemic cannabis websites like High Times and WeedMaps (which only reached a small niche of cannabis consumers); and in any print outlets who would accept their ads (which ranged from alt-weeklies and print magazines to larger local papers).

Scale with programmatic: To reach beyond niche sites and dated demographics, programmatic offers the chance to scale. Huge numbers of high-traffic, mainstream sites will accept programmatic cannabis ad buys—sites like USA Today, HuffPost, Newsweek, Politico, The Chive, and ESPN (PrograMetrix). Cannabis advertisers in legal states are also required by law to ensure that their marketing campaigns target adults 21 and over— programmatic platforms are more able to adjust accordingly, not to mention measure ROI and meet tangible KPIs and goals. Programmatic ad buys offer this data by tracking conversions; ad buys in print outlets or one off digital events, for instance, cannot.

As of 2019, digital ad spending surpassed traditional (TV, radio, print, etc.) for the first time in history, and by 2021, 70 percent of all digital ads—and 88 percent of display ads—will be bought and sold using programmatic technology. Cannabis is considered the fastest growing industry in the United States and Canada, but well behind in its digital spend. It’s time to catch up: the opportunity is a gaping hole. 

 

For more information on compliance, we recommend: 

Here’s How to Run Compliant Digital Cannabis Ads

The Ultimate Guide to Programmatic Advertising for CBD & Cannabis

What We Celebrated, Valentine’s Day Digital Strategy, and eMarketer Content Marketing. This Week in Digital Advertising: January 22nd

What We Celebrated, Valentine’s Day Digital Strategy, and eMarketer Content Marketing. This Week in Digital Advertising: January 22nd

Hello Bidtellectuals!

At the beginning of this week, we celebrated Martin Luther King, Jr., who fought for racial equality and the economically disadvantaged primarily through nonviolent protest movements in our country. Might I also suggest reading about Coretta Scott King, who significantly influenced her husband’s strategy and thinking, committed herself to various causes voicing underrepresented communities, and continued his legacy after his death.

Congratulations to Bidtellectual of the Week Marcos Vladimir López Castellanos!

 

Valentine’s Day: Campaign Strategy

Valentine’s Day will be here before you know it, but before you write off this holiday for 2021, consider that consumers spent $1.7 billion on Valentine’s Day gifts for their PETS last year. Meanwhile, between July and August 2020, total retail sales in the United States rose by 0.6%, a worthy indicator for continued increase in ecommerce spend into 2021.

Plus, Valentine’s Day itself is evolving from a holiday for lovers-only to one celebrating any important relationship in your life.

Read the latest rundown and predictions for Valentine’s Day 2021 here, where you can also download our Onesheet for quick access. Check out our video for 5 strategy recommendations for digital advertisers.

Latest eMarketer Survey Proves Power of Content Marketing

In an August 2020 survey, eMarketer asked respondents how they would like to discover products digitally. The overwhelming response pointed to content recommendations: trends, categories, and surveys were the top three responses, while influencer marketing and smart home device recommendations fell to the bottom of the list. Creating content that offers advice, value, and expertise continues to be the most successful form of digital product discovery; be sure to distribute your content at scale effectively.

 

Good News: Purple Power

Regardless of where you fall politically, it’s important to acknowledge the United States elected its first woman Vice President: a historic moment. Girls growing up will now finally be able to see someone like them in one of the highest offices of power in our country. In a nod to the accomplishment, Vice President Harris wore purple, a prominent color during the women’s suffrage movement when it symbolized loyalty. Purple also symbolizes political unity, since it is a combination of the colors red and blue, or each of the respective political parties.

Stay safe,
Charlotte