“If you spray and pray your digital advertising, much of those audiences are not going to see the value,” said Ted Kohnen, CEO of B2B ad agency Retina. “It's an inefficient use of budget, time and resources.”. Account-Based Ads.

“For the most part, the branding piece stayed relevant during a time when advertising and marketing were getting quieter,” said Jennifer Kohl, senior vice president and executive director of integrated media at ad agency VMLY&R. “There were studies in the beginning of the pandemic that said marketers who kept at it would rebound quicker. That was definitely an approach many CPG brands took.”.

Jesse Math, OTT lead at ad agency Tinuiti, added: “A lot of the [CTV ad fraud] percentages that are out there are self-serving marketing percentages.”. In a post titled “Fearmongering in CTV Advertising,” Comscore stated that it detected a CTV post-bid invalid traffic rate that was slightly higher than 1 percent.

In similar research by ad agency Tinuiti, among clients that advertised on Facebook, about a quarter paused their advertising on the platform for the entire month of July, while a little more than a third did not pause at all. Of those that stayed away for the full month, roughly three-quarters reactivated their Facebook advertising in August.

Performance ad agency Merkle reported CPCs for Sponsored Product ads were up 11% in Q3 compared with a year earlier, vs. an 18% drop in CPCs for Sponsored Brand ads. And Tinuiti, formerly known as Elite SEM, similarly reported a 10% year-over-year increase in Sponsored Product CPCs among its clients in Q3, but it saw 3% growth in Sponsored Brand CPCs.

“This could create a new type of event, where they're virtual but you can connect your very specific audience with celebrities or athletes or whatever they might be,” said Amy Worley, chief connections officer at the ad agency VMLY&R. An example of this would be a brand hosting a livestream with a celebrity chef to talk about preparing food for a Super Bowl party.

Company-specific data is also evaluated alongside estimates from third-party research firms and interviews with executives at ad agencies, brands, media publishers and other industry leaders covering these companies. Mobile Ad Spending Will Manage to Grow in 2020. With mobile accounting for more than two-thirds of US digital ad spending, the coronavirus’s economic effects didn’t spare mobile ad spend.

There’s not a lot of original content being produced by advertising agencies because of the pandemic. This trend also reflects a general climate of polarization in the US: Consumers are less trusting of the mainstream media and slick corporate marketing, turning instead to user-generated content and influencers to find their own truth.

Business Insider reported that an internal document from ad agency Magna Global showed that TV networks with sports coverage could see viewership declines ranging from 9% to 25%. It remains unclear when professional and collegiate sports will return to TV. The hunger for live sports was reflected when SportsCenter began broadcasting highlights from Nebraska's state high school basketball tournament.

Company-specific data is also evaluated alongside estimates from third-party research firms and interviews with executives at ad agencies, brands, media publishers and other industry leaders covering these companies. An Overview of Our Latest Global Ad Spending Forecast.

“Agencies are on the front line of how [5G] can relate to the brands they work across and the collaboration between brand, ad agency, technology provider, and content provider are critical in this equation.”. Align processes, technology, and people.

The preference for which strategy is best depends on how familiar and committed the advertiser is with OTT, said Jesse Math, OTT lead at ad agency Tinuiti. “The initial legwork is hard, and it makes sense for many advertisers who are getting into this for the first time to have relationships with SSPs who really do that partnership element of it,” he said.

According to a survey by Pivotal Research cited by Fortune in September, 61% of advertisers from 54 large ad agencies said Instagram Reels wasn’t an effective competitor to TikTok. Snapchat Tests New TikTok-esque Features.

That obviously includes those in the advertising space—advertisers, clients, ad agencies, creative agencies, planning groups. But we also want to talk to our partners in tech, measurement, and commerce. It's about building together, from a local to a global scale, in everything that we do.

In a July 2019 FreeWheel poll, 78% of US ad agencies said they planned to increase their advanced TV budgets over the next year, and just 1% planned to decrease. (Advanced TV is an umbrella term that refers to a disparate series of technologies from internet-connected TVs to TV ad targeting to automated TV ad buying.).

Company-specific data is also evaluated alongside estimates from third-party research firms, and interviews with executives at ad agencies, brands, media publishers and other industry leaders covering these companies. A Tough Year for Advertising, Though Digital Spend Will Remain Marginally Positive. The coronavirus pandemic has had a significant effect on our UK ad spending forecasts.

Company-specific data is also evaluated alongside estimates from third-party research firms, and interviews with executives at ad agencies, brands, media publishers and other industry leaders covering these companies. Total Media Ad Spending.

Company-specific data is also evaluated alongside estimates from third-party research firms and interviews with executives at ad agencies, brands, media publishers and other industry leaders covering these companies. Foreword: The Economic Impact of COVID-19.

Company-specific data is also evaluated alongside estimates from third-party research firms, and interviews with executives at ad agencies, brands, media publishers and other industry leaders covering these companies. An Overview of Our Latest China Ad Spending Forecast.