This Week in Digital Advertising: Goodbye “Sadvertising” & Holding Agencies Hostage over TikTok
Congratulations to Bidtellectual of the Week Jennifer Zeidler Bender!
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.
- How to Refresh Your Coronavirus Ads to Connect With Consumers and Bring Hope
- Up Your Game: 5 High Impact Creatives for Max Native Engagement
- Holiday 2020: Top 3 Best Practices for Digital Advertisers
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?
Holiday season is officially underway!
Stay safe friends,
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Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.