Shops is a particularly noteworthy initiative of Twitter’s, considering social media shoppers don’t associate the platform with making purchases as much as they do TikTok, YouTube, and other platforms. Solving for that could take pressure off of Twitter’s ad business.

The same study found that ads emphasizing how humans are destroying the environment perform poorly: Just 42% of consumers indicated they’d be more likely to buy from a company with such an ad, nearly equal to the 39% who said it wouldn’t make a difference—while nearly one in five said they would be less likely to support a brand that ran such an ad. Are these moves meaningful?

What consumers want from ads also varies across generations. And again, there’s a distinction between those at the top and bottom ends of the age scale. Boomers want utility from ads; Gen Zers want to be entertained. A February 2021 survey from GWI asked UK and US internet users what they wanted ads to do for them.

Consumers want control over their ad experiences: Google is taking steps toward greater personalization, but new data suggests that personalization experiences don’t always yield better results for advertisers.

Advertising on Facebook has become more challenging due to Apple’s AppTrackingTransparency framework in iOS 14.5. Here’s how advertisers are adapting their strategies in the post-IDFA reality.

Agencies spy an opportunity in the metaverse: WPP is partnering with Epic Games on a new initiative for that very reason.

WhatsApp looks to take group messaging to a new level: Communities feature allows separate groups to unite with encrypted communications.

Beyond using location data to provide directions to stores or identify nearby inventory, retailers can also use it to alert workers when customers arrive for curbside pickup, or to allocate workers in anticipation of a surge of shoppers. Real-time data can also track supply chain movements, which can let shoppers know when to expect in-store availability or delivery of their ecommerce orders.

This way, they can understand how consumers will likely react to new solutions as augmented reality (AR), virtual reality (VR), the metaverse, social media, and ecommerce evolve. Harvard Business School’s Edelman agreed that CMOs must have at least some foothold in the marketing technology and operations world.

These cards are tethered to digital platforms that emphasize ecommerce and offer more robust technology capabilities—which can appeal to digital-savvy consumers.

One in five of US Gen Z consumers identify as LGBTQ+, per Gallup, which could explain why 53.5% of Gen Z consumers are more likely to buy a product or service whose ad mentions LGBTQ+ acceptance, according to TextNow research. 48% of adults in the US (and 47% globally) support companies and brands actively promoting equality for LGBT people, per Ipsos.

By the end of our forecast period, in 2026, the digitization of Latin America’s ad industry will have reached parity with the rest of the world (73.4% versus 73.6% worldwide), an astoundingly fast transition. Over the next few years, consumers in Latin America will turn to digital options for entertainment and shopping more quickly than anywhere else in the world.

Netflix has 1.6 billion reasons to crack down on password sharing: While the exact number of sharers are hard to pin down, there’s a huge gray market the streaming giant could go after.

Retail ecommerce ad spending is challenging the global duopoly. Alibaba and Amazon form an ecommerce twosome that will collectively draw in 14.5% of worldwide digital ad spending this year, leaving them at least marginally within sight of Google and Facebook. As new social commerce ad players emerge in the US and China, this challenge will intensify.

Amazon fined under GDPR: The tech giant was fined €746 million for using consumer shopping data for ad targeting without consent—which doesn’t bode well for other Big Tech companies that are facing privacy-related scrutiny.

The definition of cinema changed this weekend: With a Best Picture win for “CODA,” Apple showed that a streamer can deliver high-quality movie-going experiences—without going to the movies.

TV audiences are fragmented, and the Oscars won’t change that: Though the 2022 ad inventory is sold out, a modest bounceback from last year’s disappointing show is probably the best ABC can hope for.

Although retail media is currently dominated by product search ads on ecommerce sites, recent advancements by Amazon, Walmart, and others indicate a much stronger push into display, video, and connected TV (CTV) advertising.

These findings show that media and entertainment companies invest more in streaming ads than they do in other types of digital ads. It’s very common for streaming services to advertise themselves across other streaming services. OTT ads heavily feature promotions for TV shows, especially ones from affiliated networks (e.g., Peacock running ads for NBC shows or Hulu running ads for ABC shows).

The prominence of ad blockers: Ordering Vanced to shut down is a logical step from Google, as advertising forms the basis of its business. But the news of the shutdown—and the app’s popularity—are a reminder of just how popular and widely used ad blockers are across web browsers. Read more about the future of ad blockers.

Instagram’s role in the metaverse will involve NFTs and the creator economy: At SXSW, Zuckerberg hinted at long-term metaverse plans and upcoming NFT features.

The rollout of AppTrackingTransparency (ATT) in iOS 14.5 effectively deprecated the primary way publishers and advertisers track users on iOS and changed how the mobile ad industry approaches monetization and measurement.

That sounds exactly like what advertisers are searching for in premium digital environments. A digital, outcome-centric approach to TV advertising is possible, and it represents the logical path forward for today’s growth marketers. If your brand has yet to test this channel, earmark a chunk of your 2022 marketing budget for TV.