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. 

 

9 + 15 =

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.

 

 

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


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

2 + 15 =

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

12 + 12 =

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.

14 + 14 =

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.

Canada Advertising Trends

Canada Advertising Trends

These are the latest Canada Advertising Trends you need to know now.

Spend on Digital Continues to Grow In Canada

Similar to the United States advertising industry, advertising in Canada is trending towards a digital landscape. In 2022 and beyond, we can anticipate more spend on digital advertising, more digital buyers, and bigger digital campaigns. Canadian companies are allocating more of their time and money to digital advertising.

 

  • Digital ad spending in Canada will surpass CA$10 billion ($7 billion) this year, accounting for 64.3% of total media ad spending (eMarketer, April 2021)
  • For the first time, digital ad spending will exceed CA$10 billion ($7 billion). By the end of 2024, it will reach CA$13.14 billion ($9.80 billion) (eMarketer, April 2021)
  • There will be 24.2 million digital buyers in Canada (eMarketer, July 2021)
  • This year, for the first time, digital ad spending will be more than double traditional ad spending, accounting for 68.3% of the total ad market in Canada (eMarketer, May 2022)
  • In 2017, digital expenditures amounted to C$6.77 billion ($5.40 billion). In 2022, they will soar past the C$12 billion mark by adding C$1.22 billion ($0.97 billion) from 2021 (eMarketer, May 2022)
  • Canadian advertisers have allocated over 50% of their budgets to digital campaigns. (Review Moose, January 2022)

Post-Pandemic Comfort With Mobile Transactions Leads to Growth

According to data, it is expected that Mobile advertising and Mobile purchases will continue to grow rapidly. The pandemic accelerated the shift towards greater comfort and convenience with more activities online; including shopping and interacting with media online. Utilizing Bidtellect’s mobile advertisements will help drive awareness through real-time optimization. 

 

  • By 2025, we expect transactions made from mobile phones and tablets to reach CA$46.40 billion ($34.59 billion) and account for 36.2% of digital purchases (eMarketer, July 2021)
  • Mobile advertising spending in Canada reached $7.29 billion (Review Moose, January 2022)

Brand Safety Is Just As Much of a Concern & Priority

Distrust around news and brand safety are two trends that have emerged as concerns. It is important to use a platform with brand safety capabilities, keyword/block lists, using contextual targeting to place ads in relevant environments, and lastly to use a platform that you trust.

 

  • Only 42 per cent of Canadian respondents trust “most news, most of the time,” a slight drop from last year’s 45 per cent (The Conversation, June 2022)
  • Age is a major factor in how much respondents trust the news, with higher trust among respondents aged 35 or older than for younger adults (The Conversation, June 2022)
  • Half of Canadians consider mainstream news organizations to be politically close to each other. Among those who consider news outlets very close, only 21% trust the news (The Conversation, June 2022)
  • The number of people who actively avoid the news, at least occasionally, has grown to 71% from 55% in 2017 (The Conversation, June 2022)

Video Ads Hold Attention & Spend

Video advertisements are popular all over the world and we are seeing the same in Canada advertising trends.

 

  • The research and insights company expects the number of digital video viewers is expected to reach 27.7 million by the end of the year (Media in Canada, October 2021)
  • eMarketer expects 30.1 million Canadians, or 75.5% of the population, to be regular digital video viewers in 2025 (eMarketer via Media in Canada, October 2021)
  • Nearly nine out of ten people report wanting to see more videos from brands in 2021 (Hubspot)

Digital advertising is quite literally taking over the world! We hope these Canada Advertising Trends are helpful!

 

 

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.

Miss Our June Newsletter? We Got You: Pride, Travel & Partnership Announcements

Miss Our June Newsletter? We Got You: Pride, Travel & Partnership Announcements

Hello Advertisers!

Happy Pride from Bidtellect

Pride Month– a time to celebrate the historically marginalized LGBTQ+ community – may be coming to an end, but celebrating shouldn’t. This year, remember that authentic representation and giving back to the community all year round will be the best way to build a connection with employees, colleagues, and consumers.

We compiled the latest research and campaign tips to celebrate diverse representation.

Did you know? LGBTQ+ individuals make up approximately 4.5% of the US population but account for 8%-approximately $1 trillion-of the country’s disposable income (eMarketer, 2021)

woman holding american flag pride at bidtellect rainbow flag lgbtq advertising

More Resources:

 

3 Ways You Can Show Up For Pride Month As A Brand or Advertiser 

When planning your campaigns, the key is to go beyond “slapping a rainbow on it” and hijacking campy phrases. Instead, work towards authentic representation and support, which will ultimately build trust, brand loyalty, and sales.

PRIDE MONTH EMPLOYEE SPOTLIGHT: Members of the LGBTQ+ Community at Bidtellect

In honor of Pride Month, we are excited to highlight members of the LGBTQ+ community at Bidtellect. Read about about their experiences and advice on how to best support and celebrate Pride at work.

How & Why to Build Diversity in Your Advertising Efforts 

Diversity is more than just a buzzword. Recent data points to a desire from users – especially younger generations – to see more diversity in advertising. We break down how to incorporate a range of representation in your campaigns.

Are you ready?

summer travel text

Make Your 4th of July Campaigns Light Up the Sky

After a lingering pandemic, expect this summer’s 4th of July Weekend to be big in terms of cookouts and community celebrations, as consumers are eager to gather and celebrate with loved ones. This means big spending on food and food items – a great opportunity for quick-service restaurants and grocery stores. Read our latest research and campaign strategies for more.

 

Summer Travel Trends

Hello, sunshine! It’s not too late to spruce up your summer travel campaigns and creatives. We compiled the latest trends and tips to make your programmatic campaigns take off!

 

Did you know?
  • 81.0% of American travelers report strong excitement for their travel this year and 86.2% are in a ready-to-travel state-of-mind (Destination Analysts, 2022)
  • One travel company reported a jump in searches to “epic destinations” (Amadeus, 2021)
  • There’s been a reported 600% rise in bookings for groups of over 20 people, while searches for popular destinations for groups of friends have doubled (Amadeus, 2021)

In case you missed it…

bidtellect named finalist for digiday awards best contextual platform text for instagram

Bidtellect Named Finalist for Best Contextual Targeting Offering – Digiday

Bidtellect has been nominated for Best Contextual Targeting Offering at the 2022 Digiday Media Awards! The nomination reinforces our commitment to innovative contextual technology, our position as an industry in a rapidly evolving cookieless marketplace. The winners will be announced on June 30th!

Read the Press Release

Hello, Keywords! We Teamed Up With Peer39

We’re serious about our context technology. The new partnership will offer expanded keyword targeting and blocking capabilities to Bidtellect clients, and Bidtellect users can target Peer39 categories and make use of their Brand Safety tools.

Read the Press Release

bidtellect peer39 press keywords partnership contextual brand safety cookielesss - image with both brand names
shopping cart for bidtellect case study

Consumer Goods Company Surpasses VCR Goal and Achieves Tangible Brand Lift Awareness with Bidtellect

A Consumer Goods Company turned to Bidtellect’s video capabilities to increase brand awareness and engagement. Read the Case Study for the details.

Major Cloud Storage Service Company Exceeds CPA Goal by 84% With Bidtellect

The Company decided to set their CPA goal based on previous remarketing efforts with another platform plus a 20% increase. Bidtellect rose to the challenge: read the Case Study.

man hand holding phone with cloud above bidtellect case study

Subscribe to our newsletter!


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.