Why You Should Factor Diversity Into Your Strategy This Black History Month

Why You Should Factor Diversity Into Your Strategy This Black History Month

As Black History commences, we in the advertising, digital marketing, and technology communities remind ourselves that diversity is more than just a buzzword.

It is important to continue to honor the contributions and injustices against the Black community. Indeed, one month out of the year does not suffice in recognizing the racial violence that our country continues to deal with. In this blog, we look at valuable statistics around diversity and how it applies to our field of digital advertising.

Data points to a desire from users – especially younger generations – to see more diversity in advertising.

We took a closer look at the impact of incorporating a range of representation in digital advertising.

40%

5.2%

83%

Multicultural consumers make up almost 40% of the U.S. population

But multicultural media spending is only 5.2% of total ad and marketing spend.

Brands with the highest diversity scores see an 83% higher consumer preference.

Download our onesheet for more statistics and key takeaways you can implement now. 

 

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Focusing on genuine representation and building a connection with all communities builds trust with consumers and ultimately builds brand loyalty. It is imperative to not only represent minorities within advertisements, but also to normalize the presence of non-heteronormative bodies within the media. While we have a long way to go, learning and reading more about it is a great place to start.

 

 

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Why You Should Factor Diversity Into Your Strategy This Black History Month

How and why you should make diversity your advertising priority.

Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

Bidtellect VP of Product Arthur Hainline demonstrates the new Scope3 integration in Bidtellect’s platform, how you can take actionable steps to reduce carbon waste, and the current state of the industry’s wasteful supply path emissions.

Our 5 Industry Predictions For 2023: What Agencies and Brands Need to Know Now

Our 5 Industry Predictions For 2023: What Agencies and Brands Need to Know Now

2023 will be a year of reckoning for the programmatic space, as adtech and digital marketing leaders meet the call for necessary changes that benefit all – tech providers, publishers, brands, agencies, consumers, and the environment. 2023 adtech industry predictions

These are the five 2023 predictions from our leaders at Bidtellect – the performance-driven DSP.

Download the Onesheet: 2023 Industry Predictions

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Here’s what we predict:

A brand, or an agency representing that brand, will make a programmatic media buy within the first 6 months of 2023 on the basis of the carbon footprint of the supply path. This will mark the first-ever programmatic media purchase in North America based on how “clean” the media buy actually is, and will open the floodgates to brands making carbon-considered programmatic media a real priority.

Read more about our partnership with Scope3 and how you can take action to reduce carbon waste immediately here.

Brands will recognize the benefits of sustainable advertising extend beyond the positive environmental impact, as it will deliver on the promise of a more transparent, cleaner, and higher quality programmatic supply chain resulting in more working media for advertisers and more revenue for quality publishers.

Learn more about the convergence of supply path transparency and sustainability in our Adweek talk here.

Consolidation in programmatic adtech will accelerate as the bridge between the brand and the publisher facilitates a more direct path. Unnecessary hops, costs, and middlemen will be exposed and shunted from the RTB supply chain as the convergence between DSPs, SSPs, and DMPs accelerates. 023 adtech industry predictions

Read more about the evolution of SSPs and the need for consolidation in the wake of supply path transparency here. 

By the end of the year, effective and high performing cookieless targeting and attribution methodologies will exist at scale, just in time for 3rd-party cookie deprecation by Google in early 2024.

Download our whitepaper on our definitive list of cookie alternatives here. Read more about the performance power of cookieless targeting here.

ANA’s programmatic transparency initiative and audit performed by PwC will run into further delays and, ultimately, will not get published. Other industry efforts, including more sustainable media buying, will instead pressure the industry to provide more transparency into the supply chain.

Read more about the delays to ANA’s programmatic transparency study here. 2023 adtech industry predictions

2023 is predicted to set massive movements in motion. Agencies, brands, and programmatic players will need to make changes to keep up with the evolving industry. 2023 adtech industry predictions

Meet the Authors

Lon Otremba

Lon Otremba

CEO

Jason Boshoff

Jason Boshoff

COO

Craig Aron

Craig Aron

EVP, Strategy and Business Development

Want to Learn More?

Reach out to learn how we can prepare your brand advertising for 2023 today.  2023 adtech industry predictions

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Why You Should Factor Diversity Into Your Strategy This Black History Month

How and why you should make diversity your advertising priority.

Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

Bidtellect VP of Product Arthur Hainline demonstrates the new Scope3 integration in Bidtellect’s platform, how you can take actionable steps to reduce carbon waste, and the current state of the industry’s wasteful supply path emissions.

Going Green: Everything to Know About Carbon Costs & the Scope3 + Bidtellect Integration

Going Green: Everything to Know About Carbon Costs & the Scope3 + Bidtellect Integration

With Scope3 now in Bidtellect’s platform, clients will gain transparency into the carbon cost of their advertising campaigns and the tools to reduce their emissions immediately directly through our DSP.scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

lon otremba CTV OTT bidtellect

“Digital programmatic media has always been accused – justifiably – of being far too complex, and we now know that its waste comes with a high cost to the environment. If you are an agency or a brand that values and prioritizes buying media based on its carbon footprint, Bidtellect is the only buying platform that puts actionable tools based on Scope3’s unique data in your hands today.

Lon Otremba, CEO of Bidtellect

The Current State of Carbon Emissions & Digital Advertising

Wasteful, multiple supply paths, and lack of cooperation have kept the ad’s supply path hazy and emissions-heavy.

Greenhouse Gas Emissions

Digital technologies are responsible for up to 5.9% of total greenhouse gas emissions, of which Internet advertising is a significant contributor. The energy consumption of these technologies is increasing by 9% a year (World Economic Forum).

Media Waste

1/2 of online ad money is being siphoned off by the adtech ecosystem before it reaches publishers (ISBA and PwC) .

"Untraceable" Ad Paths

Of that, about 1/3 of the money was “completely untraceable.” 88% of dollars could not be traced from end to end (ISBA and PwC) .

What Does Scope3 Do?

Scope3 is the only company to report true supply chain emissions data. Scope3 brings granular visibility into the advertising supply chain by measuring the carbon emissions of every single part of the ad journey based on their programmatic setup.

Scope3 is named for the type of emissions they track: emissions that are not produced by the company itself or as a result of activities from assets owned or controlled by them, but by those that it’s indirectly responsible for up and down its value chain (“scope 3 emissions”). scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

Scope3 + Bidtellect

With Scope3 integrated into the Bidtellect DSP, clients will be able to seamlessly incorporate its data into their campaign strategy.

Bidtellect users will have accurate insights into the carbon impact of their campaigns. More importantly, they will be able to take immediate action in the platform with ease – choosing or blocking domains, creating specific allow lists, and more – based on Scope3’s carbon data.

In a time of calls for sustainability and transparency, both publishers and advertisers benefit from initiatives like these.

scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

headshot photo of Brian O'Kelley Co-founder and CEO of scope3

“When brands have accurate emissions measurement data available in the same place they are executing media buys, it’s a lot easier to factor carbon into optimization decisions. Bidtellect is paving the way while prioritizing action. By offering Scope3 data directly in their platform, Bidtellect is giving buyers exactly what they need to make progress on sustainability commitments, improve advertising and proactively reduce carbon emissions.”

Brian O’Kelley, CEO and Co-Founder of Scope3

The Positive Side Of Reducing Emissions

The obvious benefits are: reduced waste into the environment, a cleaner advertising ecosystem, more transparency into the pathway of an ad delivery, greater trust between consumers and advertisers, between publishers and advertisers, and on and on.

49% of executives surveyed in October by Deloitte believed sustainability efforts will have a positive impact on their brand and reputation. 76% of advertisers want the industry to further reduce carbon emissions according to eMarketer.

Next Steps

Scope3 is currently live in Bidtellect’s platform. Initial data point to a strong correlation between low carbon emission sites and higher quality of supply. Reach out to your Bidtellect rep or contact us here to begin testing today.

Read the Press Release:

Green Advertising First to Market: Bidtellect Adopts Scope3 to Offer Carbon Transparency, Helping Advertisers Take Immediate Action to Reduce Carbon Footprint | Newswire 

scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

Read more about waste and sustainability in the digital advertising ecosystem:

 

How ad tech is positioning itself for success in sustainable programmatic ecosystems

Why You Should Factor Diversity Into Your Strategy This Black History Month

How and why you should make diversity your advertising priority.

Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

Bidtellect VP of Product Arthur Hainline demonstrates the new Scope3 integration in Bidtellect’s platform, how you can take actionable steps to reduce carbon waste, and the current state of the industry’s wasteful supply path emissions.

CTV/OTT Advertising: Why It’s a ‘Must-Have’ Strategy

CTV/OTT Advertising: Why It’s a ‘Must-Have’ Strategy

Great news: CTV/OTT advertising is the latest addition to the Bidtellect toolkit. With Bidtellect’s CTV/OTT solution, brands will be able to connect with audiences where they are already consuming content and expands their reach beyond linear TV. Why CTV/OTT with Bidtellect? ctv vs ott Access CTV/OTT Advertising with Bidtellect DSP OTT and CTV advertising is required video ads

Better yet: advertisers can maximize the same performance bidding and optimization technology they are accustomed to with Bidtellect.

So what is CTV? OTT? What is the difference between CTV vs. OTT? And why does it matter to advertising strategy? We break it down.

Cord-Cutters

There will be more than 55 million cord-cutters by 2022

Cord-Nevers

Millions more have avoided paying for traditional cable TV

Subscriptions vs. People

Right now the US has more video-on-demand subscriptions than people

340 million

There are more than 340 million subscribers for over-the-top (OTT) services

The New Must-Have: CTV/OTT Audiences Are Growing

Today, CTV/OTT advertising is an all but required component of a successful media strategy. Studies have proven most purchasing decisions are made at the household level, meaning the key to creating long-term customer connections is to deliver meaningful messaging to the members of the household. With Smart TV sales at record highs and linear TV audiences diminishing, CTV/OTT is the most engaging and cost-effective way to reach them.

CTV/OTT advertising is no longer a “nice to have” piece of a media strategy. It’s required.

ctv/ott

ctv vs. ott ott ctv advertising ctv advertising ott advertising

140 Million AVOD

US users watching ad-supported video-on-demand (AVOD) will surpass 140 million in 2022, up 8.6% YoY.

2/3 of US Population

⅔ of the US population is projected to watch CTV content in 2022.

33.1% Increase in Ad Revenues

eMarketer projects a 33.1% increase in CTV ad revenues for 2022, to $18.89 billion.

10% of All Ad Spend

By 2026, CTV ad spending will account for more than 10% of all digital ad spending, having more than doubled to $38.83 billion.

What’s the Difference? CTV vs. OTT

One of the primary differences between OTT and CTV advertising is that OTT ads are typically served in the form of video ads within accessed video content. In contrast, CTV ads are usually served alongside apps that are installed on CTV devices or the device’s homepage itself. As a newer medium, advanced TV presents an evolving variety of monetization opportunities for advertisers willing to keep up.

CTV

CTV is an internet-connected device a customer uses to watch TV/video content online.

OTT

OTT is the delivery mechanism for TV/video content online, usually through streaming or video on demand (VOD) in addition to, or “over the top of,” traditional network providers.

Why CTV/OTT with Bidtellect?

Bidtellect’s new CTV/OTT solution will connect brands with audiences where they are already consuming content and expands brands’ reach beyond linear TV.

  • Streamline the planning, trading and execution with Bidtellect’s world-class support.
  • Power of Context: leverage Bidtellect’s industry-leading context-driven technology and metadata coverage across the entire supply ecosystem.
  • Access to the largest CTV/OTT enabled SSPs and premium publishers.

Users will be able to leverage Bidtellect’s unique and unmatched performance bidding and optimization technology to seamlessly incorporate CTV/OTT into their media buying strategy.

lon otremba CTV OTT bidtellect

“The way people access entertainment continues to evolve. In a sea of streaming choices, consumers want a knowledgeable voice to be a directional guide. Consumers are receptive – and expecting of – targeting and recommendations.”

Lon Otremba, CEO

Access CTV/OTT Advertising Directly Through Bidtellect’s DSP

Clients will be able to activate CTV/OTT directly through Bidtellect’s DSP through all service models, with the ability to optimize and target premium content categories across multiple goals and bid types. Bidtellect’s capabilities like budget fluidity, pacing, bid shading, creative flighting and more for maximum campaign ROI.

Deals

• Location
• Language
• Ad Type
• Inventory Quality

Optimization

• Completion Rate
• Supply Tier

Bid Types

• Max CPM
• Dynamic CPM
• Flat CPM

Additional Capabilities

• Campaign Flighting
• Daily Caps
• Bid Shading
• Creative Flighting
• Budget Fluidity
• Pacing Preference
• Delivery vs performance

Fraud Protection

With our partnership with HUMAN, all Bidtellect inventory is frequently scanned, and the majority of invalid traffic is blocked

Round Out Your Video Strategy With Bidtellect

With the combination of movement and sound, video advertisements are almost guaranteed to catch the attention of the viewers. With the right partner, video ads can provide a great return on investment. Read more about Bidtellect’s Video Solution here.

Context-Driven Video Solutions

Multiple Formats

Efficiency

ctv/ott

ctv vs. ott

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Scale

ctv/ott

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Goal Variety

ctv/ott

ctv vs. ott

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Brand Safety

ctv/ott

ctv vs. ott

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Download Bidtellect's CTV/OTT Spec Onesheet Now

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Why You Should Factor Diversity Into Your Strategy This Black History Month

How and why you should make diversity your advertising priority.

Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

Bidtellect VP of Product Arthur Hainline demonstrates the new Scope3 integration in Bidtellect’s platform, how you can take actionable steps to reduce carbon waste, and the current state of the industry’s wasteful supply path emissions.

These Are The Top 3 Trends Predicted for the 2022 Holiday Shopping Season

These Are The Top 3 Trends Predicted for the 2022 Holiday Shopping Season

Holiday shopping is just around the corner and the data shows that consumers will be spending and shopping even earlier this year! Here’s what brands and advertisers need to know when it comes to their holiday advertising and digital marketing campaigns for 2022.

$1.3 trillion

eMarketer predicts 2022 holiday retail sales to increase 3.3% to $1.262 trillion (eMarketer).

4%

Only 4% of U.S. holiday shoppers did not use digital channels for their shopping in 2021 (Think With Google)

61%

61% of consumers joined a loyalty program to receive discounts during the 2021 holiday season (Deloitte)

1. More Spending & Growth Predicted this Holiday Season

Call it post-pandemic energy, excitement, or relief – whatever it is, consumers spent big last year and that trend is predicted to continue. Brands can take advantage of this trend and market their products properly in order to increase their sales. In such scenarios, direct marketing can prove to be beneficial. This is why leaflet distribution services are still important as companies tend to take their help in distributing marketing information such as offers and discounts through leaflets or direct mail. For instance, a travel agency might want to distribute promotional offers to people through leaflets that might also have a coupon code for a discount. Honestly, if the weather is fine and the diseases do not spread, then there are higher chances of people taking vacations. For instance, this year, the weather seems to be in favor of people taking a break from their mundane schedules, and so are viruses and bacteria. Hence, individuals would look forward to visiting Leavenworth vacation homes by Meredith Lodging (and the like) to spend quality time with their loved ones. As a result, more and more people will shop in large quantities. They would of course need travel gear while being on the move, wouldn’t they?

That said, total retail spending grew 16.1% in 2021 – the fastest growth rate in more than 20 years, according to eMarketer; Deloitte reported a similar statistic citing that 2021 total holiday retail sales increased 8.5%, the largest annual increase in 17 years. eMarketer predicts consumer holiday spending will grow 3.3% in 2022 to $1.262 trillion.

Retail and Holiday Spending & Prediction Data:

  • US retail sales grew by 16.1% to $1.221 trillion in the 2021 holiday season, the fastest growth rate in more than 20 years (eMarketer, February 2022)
  • Total holiday retail sales in 2021 increased 8.5%, the largest annual increase in 17 years (Deloitte, 2022)
  • eMarketer predicts 2022 holiday retail sales to increase 3.3% to $1.262 trillion (eMarketer, February 2022).
  • Apparel and accessories ecommerce sales surged 22.5% to $45.35 billion to make it the No. 1 category in terms of both growth and dollar figure (eMarketer, February 2022)

Advertisers: Holiday spend is going to be big. Now is the time to scale.

Budget higher spend and scale across the web, ad formats (Responsive Native, High Impact, Banner Display, and Video) and devices (desktop, tablet and mobile) to reach more interested consumers. Bidtellect’s platform is integrated with 25+ of the industry’s leading SSPs and exchanges, giving buyers access to 98%+ of the internet-connected US, and 100s of thousands of publishers and global supply. Better yet, all inventory available through Bidtellect’s platform can be filtered towards quality to ensure viewability, brand safety, supply path optimization, and to combat fraud.

santa holding a credit card for holiday shopping online christmas shopping advertising

2. eCommerce Continues to Dominate Holiday Shopping & Sales

Great news digital advertisers: ecommerce shopping growth has been holding steady post-pandemic. Nearly all shoppers will buy something online this holiday season – Google reported that only 4% of U.S. holiday shoppers did not use digital channels for their shopping in 2021, and eMarketer predicts nearly 16% growth in ecommerce sales this year, compared to 0.9% growth in brick and mortar sales. Additionally, e-commerce companies prefer to take the help of post-purchase customer experience platforms like Wismo, which can help them increase their rate of sales. These platforms tend to bridge the gap of communication between the seller and customers about their order, its status, and the ETA of delivery. Personalized messages to the customer regarding their order can make them feel special and motivate them to to come back again to the e-commerce website for their shopping needs.

Following the pandemic, businesses seem to be allocating more money to advertising and promoting their various categories of products due to the phenomenal growth of eCommerce. Therefore, they usually work with their financial advisers to formulate effective holiday plans, use software (like the ones provided by Finlyte) to optimize their profits, and devise interactive promotional campaigns focusing on their best-selling products in order to maximize sales during the holiday season.

We recommend shifting focus to Cyber Monday, which was the heaviest online spending day in 2021 (no surprise) and is predicted to be the No. 1 spending day of the season this year, too, rising 12.0% to $12.22 billion according to eMarketer. That said, Black Friday will be the second biggest, rising 9.8% to $9.91 billion.

eCommerce Holiday Spending Data:

  • Holiday eCommerce sales will climb 15.5% to $235.86 billion in 2022 (eMarketer)
  • Only 4% of U.S. holiday shoppers did not use digital channels for their shopping in 2021 (Think With Google)
  • 2021 ecommerce sales increased 11% compared with 2020 and 64.1% compared with 2019 (Deloitte)
  • Cyber Monday will be the No. 1 spending day of the season -rising 12.0% to $12.22 billion (eMarketer)
  • Black Friday will be the second biggest online spending day, rising 9.8% to $9.91 billion (eMarketer)
  • Thanksgiving will again grow the fastest at 14.1% to reach $5.90 billion (eMarketer)

Advertisers: Use context to reach more relevant audiences and industry decision-makers where they are consuming holiday content.

Contextual targeting seamlessly integrates your ads into relevant content users are already consuming – like holiday gift inspiration, holiday deals to take advantage of, or holiday shopping sites – and provides higher engagement and greater cost efficiencies, especially in combination with Bidtellect’s context-driven optimization engine.

Utilize Bidtellect’s proprietary audiences, which use natural language processing technology and the context of the page to build custom audiences that show an explicit interest in the category of your choosing.

elves shopping holiday shopping advertising

3. Holiday Shoppers Will Start Early Thanks to Loyalty Programs & Stock Concerns

In 2021, holiday shoppers started shopping sooner – and this was thanks to brand loyalty programs combined with fears of missing out on a key wish list item. Not only that, 50% wished they had started shopping earlier, according to Google. Loyalty programs trigger earlier shopping thanks to exclusive discounts and gift inspiration – Deloitte reported that as many as 81% shopped specific brands because they were a member and 61% joined a program just for a discount.

Loyalty Program Holiday Data:

  • 81% of consumers shopped specific brands during the 2021 holiday season because they were a member (Deloitte)
  • 61% of consumers joined a loyalty program to receive discounts during the 2021 holiday season (Deloitte)

Early Shopping Holiday Data:

  • As of June 2021, 31% of U.S. shoppers had already started their holiday shopping and 37% of shoppers who shopped last holiday season wished they had started earlier (Think With Google, March 2022)
  • In June 2021, stock issues were top of mind for holiday shoppers. Over 50% of U.S. shoppers surveyed saying they would start holiday shopping earlier to avoid an item being out of stock (Think With Google, March 2022)

Advertisers: Call out loyalty programs and discounts in your creative assets

Holiday shoppers are eager to maximize their loyalty program membership and join if it offers exclusive discounts. Bidtellect’s in-house creative agency, [b]+studio, consistently sees the highest engagement with creative assets that offer a discount or loyalty program in the headline. Creative expertise combined with optimization technology will ensure maximum engagement to best-performing creative assets in real time.

We hope these holiday 2022 advertising trend predictions and campaign tips set you up for success.

Want to Learn More?

Reach out to learn how we can implement a cookieless, context-driven strategy for your brand today.

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Why You Should Factor Diversity Into Your Strategy This Black History Month

How and why you should make diversity your advertising priority.

Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

Bidtellect VP of Product Arthur Hainline demonstrates the new Scope3 integration in Bidtellect’s platform, how you can take actionable steps to reduce carbon waste, and the current state of the industry’s wasteful supply path emissions.