This Week in Digital Advertising: May 15th

This Week in Digital Advertising: May 15th

An update on the state of the digital advertising industry.

Have you grown a beard this quarantine? You’re not alone! Beards are the hottest new Quarantine Trend and WWD has dubbed “The Corona-Beard” “Men’s NewQuarantine Hobby.” Even Joe Jonas was able to grow one! Bearded Bidtellectualsshared their expert tips here to keep your beard super suave – and prevent you from looking like Tom Hanks in Castaway.

Congrats to Bidtellectual of the Week Rob Komjathy! Not only is he a star at Bidtellect, but he’s had to postpone his wedding due to the coronavirus and has handled it with grace. Send him some love!

How to lead through a crisis

Simple: communicate, communicate, communicate. Bidtellect CEO Lon Otremba contributed to Forbes on the topic of crisis and leadership, and it is well worth the read. Keep your team in-the-know about updates to your crisis plan and encourage everyone to set work/life boundaries and communicate those accordingly.

The coronavirus’s impact on the financial vertical

Wondering how the coronavirus crisis has impacted the financial vertical? And how advertising efforts should continue and what we can learn from the ’08 crisis? We were, too. Basically, shift to mobile and build trust, but read more here and watch our latest Bidtellect Beat: Digital Edition video for more in-depth analysis.

WATCH Coronavirus & Finance: Predictions & How to Adjust

 

Where’s the ad money going?

Away from TV, according to Mediapost. Major TV station groups are witnessing sharp advertising declines of around 35% to 40% so far due to COVID-19, and the advertising drop is more severe and more rapid than the financial recession in 2008. Yikes. Meanwhile, political ad spending predictions have just shot up, mostly due to cancellations in live event programming, causing a reallocation of budget. And eMarketer’s latest report still expects to spend on mobile display advertising to rise to$61 billion in 2020, a 22.0% increase over 2019.

Ghosts and Drones! Ghosts and Drones!

In case you wanted something ELSE to keep you from sleeping tonight other than the general global doom and gloom, some people have (and want!) ghosts living with them! Read these reports of hauntings during the coronavirus – you’re welcome! Oh, and if you’re missing organized sports, professional drone-racing is gaining momentum. I was skeptical, but it actually sounds pretty cool. Each drone has 1,000colorful LED lights, there’s music playing, and they can go from zero to 90 miles per hour in one second. Boom!

Stay safe everyone,

Charlotte

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


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

Yeah, We Had To: Holiday Cocktail Recipes That’ll Make Santa Smile

Check out these holiday cocktail recipes to enjoy this year – at home, with family, or wherever the holidays (safely) take you this year. Cheers!

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

How to reduce your carbon emissions immediately with Scope3 + Bidtellect’s new integration – and why it matters.

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

Seamlessly incorporate CTV/OTT into your media buying strategy with Bidtellect. What’s CTV? OTT? We break it all down.

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.

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


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

Yeah, We Had To: Holiday Cocktail Recipes That’ll Make Santa Smile

Check out these holiday cocktail recipes to enjoy this year – at home, with family, or wherever the holidays (safely) take you this year. Cheers!

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

How to reduce your carbon emissions immediately with Scope3 + Bidtellect’s new integration – and why it matters.

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

Seamlessly incorporate CTV/OTT into your media buying strategy with Bidtellect. What’s CTV? OTT? We break it all down.

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.

Yeah, We Had To: Holiday Cocktail Recipes That’ll Make Santa Smile

Check out these holiday cocktail recipes to enjoy this year – at home, with family, or wherever the holidays (safely) take you this year. Cheers!

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

How to reduce your carbon emissions immediately with Scope3 + Bidtellect’s new integration – and why it matters.

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

Seamlessly incorporate CTV/OTT into your media buying strategy with Bidtellect. What’s CTV? OTT? We break it all down.

eMarketer Podcast Insights: What Consumers Expect From Brands During Coronavirus

eMarketer Podcast Insights: What Consumers Expect From Brands During Coronavirus

It’s a difficult time. How can brands possibly survive while remaining sensitive to it all? We pulled key insights from two recent eMarketerpodcasts: What Consumers Expect from Brands During the coronavirus and Effective and Noneffective, Ads During the Coronavirus Outbreak. We highly recommend giving these podcasts a listen. If you don’t have time – or even if you do – we pulled the mentioned statistics and key takeaways.

These are the latest key eMarketer insights for effective brand messaging during the Coronavirus pandemic as of April 8, 2020.

eMarketer: What Consumers Expect from BrandsDuring the Coronavirus

Listen to the Podcast here.

Key Takeaways:

  • Don’t be radio silent. Use your branding and marketing skills by building your own YouTube channel or starting your own podcast channel. Always try innovative ideas to build up your scene. There’s still room to be doing some upper-funnel brand awareness advertising. This can be from die cut stickers advertising to email newsletters which will keep customers in the loop.
  • Empathy: what we should be thinking about all the time. People are worried about the economy and job security, the outbreak itself, and someone in their family getting sick.
  • Deliver content that is helpful. Be sensitive to the climate.
  • If you have money to spend during this crisis, you will come out ahead of those who don’t have the money to continue advertising during this time
  • Stay in touch with loyal customers. Use this time to build a relationship.
  • “There is no rapid return to normal. The new world will have trust at its core.” –Richard Edelman

4 things brands should do according to the Edelman TrustBarometer:

  • Show up, do your part, use resources to help

  • Don’t act alone. Try to collaborate with others

  • Solve. Don’t sell.

  • Communicate with emotion, empathy, and facts

What are Consumers Expecting From Brands?

→ According to the Edelman survey, respondents believe brands should:

  • Tackle social issues
  • Act to protect their employees
  • Keep people informed

→ BUT:

  • 57% of respondents want brands to stop humorous or lighthearted ads
  • Respondents are not paying attention to new products unless they help the pandemic

→ According to Kantar Research: Brands should deliver helpful content in a reassuring tone, and are expected to be supporting employees and hospitals.

  • Only 8% say brands should stop advertising
  • 78% of consumers believe brands should help them in their daily lives
  • 75% saying brands should inform people of what they’re doing
  • 74% thinking companies should not exploit the situation.

→ 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)

→ 44% of Americans polled said they only rarely or sometimes engaged with COVID-19-related ads, and 40% said they never do (The Harris Poll)

“There is no rapid return to normal. The new world will have trust at its core, with the brand mandate expanded to solve problems for all, protect all, care for all, collaborate with all, and innovate in the public interest.

Richard Edelman, CEO of Edelman (quoted in the podcast)

eMarketer: Effective and Noneffective, Ads During the Coronavirus Outbreak

Listen to the Podcast here.

Key Takeaways:

  • This is a time for branding, not about performance

  • Think about the consumer at this time. Don’t make it all about you. Be Helpful.

  • Now is about: Authenticity, empathy, understanding people’s new realities

  • Brands are being too cautious and overclocking coronavirus content. It’s news.

Brand Messaging:

  • Emphasize trust and reliability

  • Be empathetic to individuals’ new realities, be helpful

  • Speak to core brand dimensions

    • For example, clothing should emphasize comfort and CPG brands that make us feel normal and nostalgic should emphasize that.

  • Acknowledge the crisis

    • Coca-Cola and Guinness are examples (below)

What Do Consumers Want? (AAAA)

  • 43% say they want messages that are reassuring from brands they know and trust

  • More than half are pleased that brands are making a donation

  • 40% want to know what brands are doing in response to the pandemic

  • 15% don’t want to hear from brands at this time

The Three Types of Brands in this Crisis (Mediapost)

  1. “All About Me”
  2. “Helpful”
  3. “Friend in Need”

→ First category was most unappealing, the most appealing is the second. How can you help your customers now? How can you provide comfort, information, and value?

Advertising Near Coronavirus Content?

  • Only a mere 16% says they are NOT likely to engage with an ad adjacent to Coronaviruscontent (Integral Ad Science)

  • Brands are being too cautious, and it’s bad for the economics of the news organizations.

  • It’s news – like any other news – use it to help people stay informed

→ 38% of Americans agree that brands should advertise as normal (Global Web IndexStudy)

→ 28% disagree (Global Web Index Study)

Key Insights from the latest eMarketer podcasts on brand messaging.

Here’s More:

Read how Bidtellect’s in-house creative agency, [b]+studio, can help with your creative messaging and branding needs.

Reach out for personalized information based on your creative needs.

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


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

Yeah, We Had To: Holiday Cocktail Recipes That’ll Make Santa Smile

Check out these holiday cocktail recipes to enjoy this year – at home, with family, or wherever the holidays (safely) take you this year. Cheers!

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

How to reduce your carbon emissions immediately with Scope3 + Bidtellect’s new integration – and why it matters.

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

Seamlessly incorporate CTV/OTT into your media buying strategy with Bidtellect. What’s CTV? OTT? We break it all down.