This Week in Digital Advertising: Goodbye “Sadvertising” & Holding Agencies Hostage over TikTok

This Week in Digital Advertising: Goodbye “Sadvertising” & Holding Agencies Hostage over TikTok

Hello Bidtellectuals!

Congratulations to Bidtellectual of the Week Jennifer Zeidler Bender

The Latest:

Creative assets feeling a little stale lately? Holiday campaigns are underway, so consider a quick upgrade if you haven’t already. Check out these resources below. If you’re working with us, utilize our in-house creative team, [b]+studio.

Coronavirus Crisis: The Latest Numbers and How Advertisers Can Adjust

Some good news: Pfizer announced it had successfully developed a vaccine that was 90% effective in preventing COVID-19 in participants. The only bummer is it makes you feel like you have a bad bad hangover. And the fatality rate of infected people has decreased by 30% since April due to improved treatment. 

Now the bad news: just in time for the holidays, coronavirus cases are spiking around the country, with several states breaking daily case records. California passed the grim milestone of 1 million infections. New York and New Jersey are re-implementing restrictions. 

Around the world, Japan suffered record infections and the UK has implemented a second lockdown. Rumor has it there’s a bacon shortage.

What does this mean for advertisers?

→ Adjust messaging to the changing climate. This isn’t like the holidays last year. 

→ It’s more important than ever for brands to get the tone of their ads right now,” said Kantar’s Head of creative excellence in the U.K. Lynne Deason. And stay away from “sadvertising.” It didn’t work the first time around.

→ Instead, focus on bringing hope through messaging, offering promotions for the shift to more cost-conscious buying, and local travel/limited family time this year. 

→ Don’t forget mobile. Everyone’s shopping on their phones, even from home.

MediaMath Teams Up with Merkle

The duo announced they’re teaming up to solve online identity for a world without cookies. Merkle’s Merkury ID solution will fully integrate into MediaMath’s SOURCE platform, designed to help advertisers identify consumers across devices. 

Two London Guys Hijak the TikTok Handles of Top UK Ad Agencies

That’s one way to get an interview. Two 27-year-old Londoners created TikTok handles for top agencies including Mother London, BBH London, AMV BBDO and Lucky Generals, and said they’d only give them up in exchange for jobs. I kind of love this? 

Good News

Holiday season is officially underway!

Stay safe friends, 
Charlotte

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Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

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This Week in Digital Advertising: May 8

This Week in Digital Advertising: May 8

Hello Bidtellectuals. Here’s the latest in the digital advertising industry.

Groceries and taxes, publishers and COVID, and Banksy and llamas. An update on the state of the digital advertising industry.

First: I hope you had a fabulous Cinco de Mayo and drank a spicy margarita. I sure did! Second: congrats to Bidtellectual of the Week Abigail Bojanic! What a star.

The new essentials: Groceries and Taxes

If anybody is surviving this crisis, it is grocery stores who have capitalized on e-commerce. Read more here and download our one sheet. Speaking of groceries, a tight regional footprint and targeting limitations proved to be a challenge for this regional grocer looking to connect with consumers. How contextual targeting and pause-out-of-view video turned it around. Andddd….it’s (still) tax season! How this tax solution provider beat their CPA goal by 76% and increased campaign budget by105% thanks to contextual learnings.

Publishers are feeling the heat – as are SSPs – but they are trying to combat it

Millennial favorite/guilty pleasure Buzzfeed announced that it will furlough 68employees beginning May 16, as well as extend salary cuts. NBCUniversal is also weighing “significant layoffs.” More trouble in publisher paradise: The New York Times announced that in Q1, subscriptions accounted for 64% of its revenue and a  record 587,000 people signed up during the quarter, but ad-sales contributed just 24% and the Times predicts its advertising business will take a 50-55% nosedive next quarter. (This is why you shouldn’t block coronavirus content.) The drop in demand has meant fewer SSPs are selling across publisher sites. To combat doubts, some SSPs like OpenX and TripleLift have sought to address publishers’ concerns by adding an insurance line to cover any failed payments from DSPs (read more on Digiday).

WATCH Coronavirus & Retail -> 5 key takeaways:

 

Privacy and context: now and post-COVID

Google has no plans to postpone killing third-party cookies in Chrome, but privacy and data rules are a little hazy. In short, server-side first-party cookies aren’t in danger, but the JavaScript approach is unsustainable, thanks to ITP, according to this piece on Adexchanger.

On the topic of privacy, IAS published a survey on perceptions of privacy and targeting this week and dubbed context “the new black:” an answer to the changing privacy landscape. (We couldn’t agree more!) 89% of consumers say online privacy is very important or important to them. 53% of consumers are receptive to some form of contextual targeting and, in fact, prefer it to all other tactics, including behavioral, audience, and geo-targeting.

Good news

In some good news, this lovely llama may hold the cure for coronavirus. Really! Llamas hold antibodies that have neutralized coronavirus and other infections in lab experiments. Bonus: they are so cute!!! And Banksy unveiled a new mural on Southampton Hospital in the UK celebrated medical workers as the heroes they are. The painting will remain at Southampton General Hospital until the autumn when it will be auctioned to raise money for the NHS.

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Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

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Coronavirus Impact on the Financial Vertical. Our advice? Build trust.

Coronavirus Impact on the Financial Vertical. Our advice? Build trust.

How has the coronavirus crisis has impacted the financial vertical? What has and will emerge is greater attention to savings thanks to financial strain and high unemployment. How should advertising efforts continue and what can we learn from the ’08 crisis?

Predictions for the financial industry

According to Business Insider Intelligence’s research director Dan VanDyke, coronavirus’s impact on financial institutions is likely to include a couple of things. Firstly, the lending needs of (individuals and businesses) will heighten. Not only would businesses need funds possibly in the form of business loan in order to stay afloat, but they would also require some to provide for any coronavirus patients in their workforce.

The main drawback of this is that some companies might fake having employees with coronavirus in order to get some extra money. The company can be reported by an employee for falsifying covid legal claims, but most of the times these allegations are never raised due to fear in the worker. The next thing that might happen is that more banks will temporarily suspend or amend loan repayment requirements and fees, and falling interest rates will bring down savings rates, but will also fuel a boom in mortgage and auto financing (eMarketer).

As for other fintech sectors: funding totals will be down, stock market volatility will chill consumer investing and digitally-minded insurers will benefit from increased awareness and demand for their services (eMarketer).

Mobile, online, and remote banking options will succeed

The financial services sector is currently facing challenges on multiple fronts: shelter-in-place and social distancing requirements mean that few customers are able to be served in physical branches, putting additional strain on channels like telephone support, online and social media. All of this could be potentially replaced by a mortgage crm software which can help build customer-lender relations better. Those well-equipped to handle remote/online banking will be well-prepared to weather the crisis, and fintech companies are well-placed to deal with digital demand and remote working requirements (Econsultancy).

  • 29% of US internet users conduct mobile banking on a phone; 27%sometimes (eMarketer, February 2020)
  • 89% of adults in India consider banks an essential service (eMarketer, May 2020)

Young adults are especially worried about the financial impact

With the unemployment rate now at a record 14.7% due to the crisis, consumers are rightfully worried about their personal financial situation, including keeping up with basic expenses. Though this can be easily resolved by looking into this goldshell kd5 price and subsequently learning how to mine for alternative types of currency, this is something that people like to do when they find themselves in a comfortable situation. Unfortunately, this is something that many youngsters are currently concerned about. Studies show millennials are feeling more worried than their older cohorts. Several surveys support this notion:

  • 25% of 18-to-29s reported being “financially affected by the coronavirus,” along with 24% of 30-to-44s, 28% of 45-to-64s, and 21%of those ages 65 and older (Economist/YouGov polling via eMarketer, April 2020)
  • 80% of 25-to-44s said they were worried about their “personal financial situation,” vs. 78% of 18-to-24s, 74% of 45-to-64s, and 62%of those 65 and older. (Elon University survey via eMarketer, March 2020)
  • 47% of 18 to 34-year-olds are concerned about paying for basic needs without going into debt (LeanIn.Org and SurveyMonkey via eMarketer, May 2020)
  • 51% of 18 to 34-year-olds are concerned about paying rent/mortgage as compared to 38% and 14% (LeanIn.Org and SurveyMonkey via eMarketer, May 2020)

How to Advertise: Takeaways from ’08

Budget Shifted to Digital:

After ‘08, U.S. ad spending plummeted but accelerated the shift to digital advertising, particularly online video and mobile usage. In 2011, Geoff Ramsey, the chief executive of eMarketer, made a statement to the New York Times: “The bad economy has actually accelerated the shift to digital advertising. Online ads, especially search ads, are increasingly seen by many marketers as a more reliable bet than print ads, which are often difficult to tie to a measurable financial result.” (New York Times, 2011) In the same article, Brian Wieser, executive vice president and director of global forecasting at Magnaglobal reiterated, “The fastest-growing media will be online video and mobile” (New York Times in 2011). Similarly, we have already seen a massive increase in internet usage and online news consumption.

Post-’08 Examples: “Bank Solid. Bank U.S. Bank.” Readers understand the implicit call to action: “You should be banking at US Bank.” Similarly, the short message “Had Enough Excitement?” offers a cheeky take on the same ‘safe and sound’ message that communicates mutual understanding. “When turbulence and uncertainty surround us, we look to those who have proven themselves over time” offers a grownup, somber tone that shows prudence, reliability, and trustworthiness.

“Safe and Sound” Today, the brands that will make the greatest impact and weather the storm are those that can get positive, educational, and valuable content in front of people. Financial institutions and fintech, in particular, need to prioritize building trust, offering sound advice, and pushing longevity and experience; consumers are craving steady, stable, “safe and sound” figures that care deeply. Further, in times where our security is threatened, people are hardwired to seek clarity and calm, according to Econsultancy.

The importance of trust

Not only should trust, reliability, and compassion factor into brand messaging, but halting messaging completely will break trust with the consumer. Says eMarketer, institutions that were slow to respond will face a deficit of consumer trust in the coming months-and depending on their role, tough questions to answer.

  • 29% of Americans have already begun using a brand due to the innovative or compassionate way they’ve responded to the COVID-19 crisis. (Edelman)
  • 43% say they want messages that are reassuring from brands they know and trust (AAAA)
  • Millennials are 44% more likely to trust experts, who happen to be strangers, than advertisements. (Hubspot, 2019)
  • 75% saying brands should inform people of what they’re doing (Kantar Research)
  • Key takeaways: Build trust, Offer sound advice; Steady, stable, “safe and sound;” Longevity, experience; Prudent Approach – Care deeply
  • Trust Native Over Social Native ads garner greater levels of trust among consumers with a third (33%) more likely to trust native advertising than traditional advertising, and that clicking on a native ad driver on a premium content website has a greater impact than clicking via Facebook. (NAI study)

Bottom line: the coronavirus crisis’s impact on the financial vertical will likely be felt for a while. In this uncertain time, it’s important for financial services to build trust with the consumer, stay present, steady, and don’t go radio silent.

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Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

Cookieless? We Got This.

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How to Refresh Your Coronavirus Ads to Connect With Consumers and Bring Hope

How to Refresh Your Coronavirus Ads to Connect With Consumers and Bring Hope

Consumers want to hear from brands, but are your coronavirus ads alienating rather than connecting with them? Are they just… impossibly stale and generic? Below are best-practices from [b]+studio to refresh your creative assets to (dare we say it?) bring a smile to their faces. 

It’s been over a month of self-quarantine and consumers are getting restless.

Notice how coronavirus ads all start with “We are here for you…” followed by tug-at-your-heartstring b-roll, slow music, and sad faces…. Every email starts with “Hope you’re healthy” or “Crazy times!” or “In these uncertain times…” It’s all starting to look and sound the same. Are your ads making your audience uncomfortable or excited?

We need to find ways to connect and build trust with our audiences in spite of this isolating pandemic. Terms like “covid-19,”
“coronavirus,” “pandemic” etc., are creating distance and alienating consumers, not building an emotional connection with the brand. How can you speak to your audience during a global pandemic without sounding robotic and somber?

via GIPHY

Last month was the month of empathy. Now, more than ever – it’s about value.

Consumers want to be uplifted, they want to $ave, and they want to smile again. Let’s instead re-direct messaging to stay positive during such an unprecedented time. Why not (tactfully) calm the nerves of your audience with comfort and reassurance? Connecting and even evoking a smile in such unpredictable times is a powerful gift.

People are loyal and safe with familiarity but with the right tools, your advertising campaigns can flourish and attract new consumers. Bidtellect’s in-house creative team, [b]+studio has been testing and measuring the shift in creative in real-time. Here’s what’s working this week.

 

Polish up with this new set of best practices for your coronavirus ads to bring hope and value:

1. Reposition your creative with witty and trendy adjectives; use abbreviations such as “WFH” or “QuaranQueen” to make light of the situation (tactfully, of course). There are ways to remind us of our current situation without making us sad about it.

2. If you have a loyalty program, announce it. Audiences are more likely to purchase if there are loyalty incentives.

3. SALES! DISCOUNT CODES! FREE SHIPPING! With the uncertainty of economic turmoil, consumers are responding to sales. Brand loyalists are going for a less expensive product and it’s all happening online. Besides, who doesn’t love a sale? Build their trust and your audience will $ave.

4. Try to focus not on selling but on helping your audience with a solution. For example: How Long Has Your Dip Nail Polish Been On? You’re ready for a new color. Try XYZ. (This creative is letting the audience know it’s been a while since we’ve all been to the nail salon and offering a solution to give the audience comfort).

5. Imagery is always important in creative. Bright colors, pleasing images, and happy people as the main focal point always perform well. Cinemagraphs and .gifsdraw attention against the parallel somber images on a webpage.

6. Drive it home with positive and compassionate content, including relevant hashtags: #StayHome

The wave of somber advertising is gently passing and while we are headed into the unknown, one thing is for certain: people want to smile again – even if it’s for a brief moment. Your messaging can easily be tested and updated within minutes on our platform. Between our sophisticated optimization technology and creative refreshes, we are working diligently to put your campaigns to work and get the best results possible.

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Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

Cookieless? We Got This.

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Canadians are experiencing the full effect of digital advertising with trends like amount of spend on digital ads, mobile transactions, brand safety, and video ads.

This Week in Digital Advertising: April 24th

This Week in Digital Advertising: April 24th

Hello Bidtellectuals. Here’s the latest in the digital advertising industry.

Don’t feel like reading? Watch here or below.

Bidtellect hosted its first-ever Zoom Trivia Game! It was intense! (It was fun.) Congrats to winner Yeni Gordillo!! Haters will say it’s rigged but it’s not. TY as always to Zoom for holding us up. (That’s not sponsored; Bidtellect pays for Zoom, but still we’re loyal.)

Are you getting tired after Zoom calls? Apparently ‘Zoom fatigue‘ is a thing. So give yourself a break! Meanwhile, in break time, you can play some free money games, watch a favorite web series, or even have a walk on the streets to lighten up your mood and reduce the mental fatigue due to consecutive Zoom calls.

Other things happening. So many things happening! Bidtellect was named the best tech startup in Delray Beach by The Tech Tribune. We’re honored to be recognized! MediaPost reported that the ad market fell 10.8% in March, but that’s ok we’re not going to think about that. Two weeks ago, The Trade Desk asked exchanges to stop sending duplicate bid requests for the same ad impression after seeing a recent spike in duplicative supply. “The industry continues to shift towards ‘fewer and better,'” offered TripleLift Chief Strategy Officer Ari Lewine.

Are coronavirus ads getting, like, super somber and stale? It’s been a month and everyone is feeling the pain of this pandemic; we need some connection, some new life, some hope! Refresh your creative copy and images based on what’s working this week – thanks [b]+studio! As we thank essential workers for braving the frontline each day, check out this case study of a regional grocer who wanted to reach more customers more efficiently utilizing contextual targeting – a tactic to try now. For a good overview of programmatic trends now, check out this PMG piece.

Live sports. Remember those? Here’s a major yikes: with live sports canceled AT&T lost 900,000 subscribers in Q1 and total pay-TV revenue was down $10.5 billion or7.2% – and they’re expecting more! Meanwhile, Netix is like “Ha! we have high-quality content like Tiger King and Love Island!” and racked up 16 million new paid subscribers in Q1 (they didn’t say that and they do have amazing content. I’m just bitter they ditched Friends in my time of need). But there’s hope: the NFL draft is already garnering massive interest from fans and advertisers alike who are chomping at the bit; more than 100 brands are lined up for the three-day NFL Draft production that started yesterday.

And finally, is it time to cut your hair? Confession: I cut mine two days ago and it did not go well. I’ll be wearing a ponytail for a while!!!! But here are fun tutorials by celebrity hairstylist and entrepreneur Jen Atkin for long hair and short hair, and one for bangs in The New York Times by Sanam Yar. You’re welcome! But don’t do it.

Don’t feel like reading? Watch here:

Want more need-to-know info? Subscribe to our monthly Bidtellectual newsletter!


Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

Cookieless? We Got This.

How Bidtellect’s contextual tools set you up for success in the cookieless future.

Video Ads: Why Programmatic Video With Bidtellect

Onesheet alert! How Bidtellect can help you reach your programmatic video goals.

Canada Advertising Trends

Canadians are experiencing the full effect of digital advertising with trends like amount of spend on digital ads, mobile transactions, brand safety, and video ads.