Tracking

In 2017, 76% of marketers reported that they currently had or planned to have marketing attribution. Fast forward to today, where that number has only increased, as marketing attribution is a crucial part of any marketing strategy. With attribution being so widely used in one form or another, marketers must use an attribution model that is the right fit for them. A minuscule 22% of marketers believe they’re using the right attribution model, leaving 78% wondering what they should be doing.

In marketing and advertising, we know that the more you know, the more you can optimize and succeed. When it comes to attribution and reporting, knowing the full picture about a potential customer can be the difference between landing a solid conversion and losing a crucial lead. While other OTT & Connected TV marketers claim to provide thorough attribution, what you may not know is that they may not be giving you the whole picture.

From Freeform’s 31 Nights of Halloween to Macy’s Thanksgiving Day Parade (which has 50 million viewers), there is no shortage of big events to watch for this holiday season. A 2020 study from Unruly (interviewing Americans) revealed that during the winter season: 51% planned to watch more TV 58% planned to spend more time on the Internet 34% planned to spend more time playing video games Unruly researcher Nick Woodford added, “With more eyeballs on screens, it’s never been more important for brands to get their holiday campaigns right.

Over the last few years, there have been several changes to how browsers handle first and third-party cookies. And now it looks like it might be time to say goodbye to third-party cookies for good. Yet the largest internet browser, Google Chrome, just announced that it is delaying its rollout of removing cookie tracking from mid 2022 until mid 2023 in an attempt to make sure they get things right.

Too many marketers forget that the ad is only the first impression—known as the “pre-click experience.” Everything that happens after a prospect clicks your ad, or when they visit your website a day, week, or month later is part of the post-click experience, and it’s this stage in the customer journey that has the greatest impact on whether your customer will convert. Understanding how to properly optimize the post-click experience for your customers can be tricky, but don’t worry.

The most important factor when working to improve your return on ad spend is relevance. Brand relevance must be prioritized to succeed in any marketplace, but it’s even more crucial to maintain your pertinence in a market currently experiencing significant swings due to unforeseen events, such as ours. So how can advertisers stay relevant in today’s world? And who determines what is (or is not) relevant anyway? Both questions have the same answer: the consumer.

In 2020, not only did consumers change, but marketing tactics evolved as well. Video took off last year, virtual and remote customer experiences replaced more traditional shopping processes and new digital platforms emerged and swiftly grew in popularity––as did consumer expectations. All these alterations to the marketplace have kept advertisers on their toes, particularly when it comes to changes in consumer behavior. So what can marketers expect for the rest of 2021, and how can they adjust their ad strategies in order to better suit these new consumer behaviors and expectations?

How long do advertisers have to make an impression when they engage an audience online? Not as long as you might think. Marketers typically assume people will watch all of their 15 or 30 second spots or all of their rotating banner ads. But when looking at the data, it seems that’s not always the case. In fact, it rarely ever is. The IAB Digital Video Glossary says a video ad is considered “viewable” if at least 50% of the ad is viewed for two consecutive seconds.

This year has brought countless changes to markets everywhere, including the political arenas. But unlike the downturn of other markets, 2020 political ad spend is expected to increase and break all previous records. In a recent report from Politico, the initial 2020 ad spend estimates of $6 billion were modified by 12% to predict at least $6.7 billion in this year’s political ad spend! With so much being invested during such a pivotal time for the globe, all eyes will be on politicians and their answers to the many challenges we’ve seen this year.

While 2020 has brought dramatic changes to the ad market, one medium is still going strong and continues to climb: audio ads. Programmatic audio ads allow advertisers to reach target audiences beyond screens, thereby expanding their reach and potential conversions. And 2020 is the year to start including these powerful ad types to your marketing campaigns. Why? We’ve got a few powerful reasons for you to consider, along with the latest statistics proving just how influential audio ads are in today’s market.