This Week in Digital Advertising: June 19
Happy Juneteenth! Congratulations to Star Bidtellectual Yulia Khudzik! Summer’s here and the world is changing for the better. Have a cocktail and read about the latest in the industry. It’s also on the blog.
The Nuances of Reopening: Adexchanger Podcast
Adexchanger‘s Ryan Joe interviewed Bidtellect CEO Lon Otremba for the latest episode of the Social Distancing with Friends podcast. Among the discussion was talks of reopening: “It takes a much higher threshold of safety and security to get people back to doing things the way they used to do things,” Lon says. They also dive into the evolution of Native Advertising: “I still believe the term ‘native advertising’ is transitional and eventually any advertising that is considered relevant and engaging will have to be native or it will cease to be relevant and engaging.” Listen to the conversation here.
Let’s dive into what’s next for the travel industry (it’s not bleak, we promise). What can brands do now? How can advertisers adjust their messaging? Local travel (roadtrips!!) will be the most popular form of travel this summer. People, who have a van or a trailer would be seen on the road making frequent stops at places that might appear marvellous to them. Furthermore, luxury vacations may also be chosen by people, who prefer ecstatic travel opportunities. For instance, some might be tempted to explore the wildlife of Africa and might be seen planning a customized itinerary for themselves with the help of a luxury travel expert.
But how can different brands be of help here? How can advertisers adjust their messaging? Let’s take the example of a cleaning company. of course, they have a role to play here! Those who travel would be in need of tidying their dwellings before leaving for the trip and after returning. Hence, cleaning firms would need to show off their skills in providing urgent cleaning services. Needless to say that consumers will trust (and turn to) brands that can demonstrate their expertise. Moreover, they can distinguish themselves by over-communicating and being a trusted source of information that puts consumers’ minds at ease. Read more here. Watch our 7 messaging suggestions for travel advertisers below.
Watch: 7 tips to adjust travel messaging
More in the Industry: Cookies, Spotify, and Retail Sales
Retail sales in the United States were up nearly 18% in May after record lows in March and April, according to the US Census Bureau, but customers are still wary of brick and mortar reopenings. Marketers should shift to a ‘test and learn’ mindset, according to Adexchanger. Meanwhile, The IAB Tech Lab is shuttering the DigiTrust cookie-sharing program at the end of July. This comes as internet browsers are depreciating third-party cookies which often collected customer data for advertising. Spotify is on a talent hiring spree (Joe Rogan, Kim Kardashian to drop some names) and announced it is adding video to its self-serve ad platform, as well solidified a deal with Warner Bros. and DC. The company has spent over $600 million buying podcasts and expanding their library beyond music. Currently it is unknown if marketing strategies such as using a growth service to buy Spotify plays will also expand to cover these new additions to Spotify’s lineup. For digital advertisers though, Spotify’s expansion may encourage new potential target markets to their platform and for that, maybe some Spotify promotion could help them achieve their desired goals.
Juneteenth is the oldest nationally celebrated commemoration of the ending of slavery in the United States. On June 19th, 1865 – two years after the Emancipation Proclamation – Major General Gordon Granger landed in Galveston, Texas and announced that the war had ended and the enslaved were now free. The date celebration tapered o in the early 1900s, but gained popularity in the Civil rights movement of the 1960s and has seen another resurgence in recent years. TodayJuneteenth “celebrates African American freedom and achievement” and is a reminder that “nobody is free until everybody’s free.” Read more on Juneteenth here. Read more on how to support the movement for racial equality here.
Stay safe. Stay healthy.
With love and unity, Charlotte
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Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.