To execute winning campaigns in 2024, B2B advertisers should embrace social media, lean into digital video, and leverage AI intentionally. Learn why.
At Centro, we know that keeping up with the trade pubs and latest trends can be tough and time consuming. To make that easier, we’ve compiled all the articles, reports, and other bits of awesomeness you may have missed, but should definitely read. Enjoy our latest list below!
AT&T purchased AppNexus on June 25th. Combined with existing publisher relationships this allows AT&T to tie together the demand side and supply side publishers and challenge Google’s dominance of this space. The end-to-end solution is expected to allow AT&T to onboard their data in a powerful fashion with much less risk of leakage. And that’s always a good thing.
A growing number of brand advertisers have set up their own in-house agencies in recent years. Many large brands have claimed substantial cost savings in more effective use of their media dollars, but it is not just media functions that brands have brought in-house. This has led to a critical opportunity for collaboration with other agencies and partners involved in the marketing initiatives.
Facebook is testing a new feature where publishers can monetize their content and presence on the platform. Publishers are invited to make money through advertising on driving subscriptions natively on Facebook. Early tests have shown that people are 17% more likely on average to subscribe to participating publishers.
With the popularity of mobile location targeting, it’s perhaps not a surprise to see that the tactic drives successful results for marketers. A new report from Lawless Research found that of 700 in-house and agency marketers surveyed, 87% reported using location-based targeting with most respondents reporting positive results. As one would expect, ad targeting was the main use of location, but personalization and improved customer experience were close behind.
Digital voice assistants, smart speakers and other connected, voice-first devices are already having a dramatic impact on consumer behavior, and represent the next phase in the evolution of human-machine interaction. As adoption continues to grow, from 91 million this year to nearly 106 million voice assistant users in 2020, the industry will turn its attention toward monetization models.
Nine out of 10 US households had access to a VCR in 2001, fast forward to today and that number has fallen to less than 0.2%. Consumer devices and services introduced within the last decade have gained wide acceptance by consumers: smartphones (89%), personal computers (79%), tablets (63%) and subscription video on-demand (SVOD) 62%. What’s more is others, such as internet-connected devices (36%) and smart TVs (35%) are growing at a significantly fast clip. This increased fragmentation has led to more ways for marketers to reach consumers with video content.
Roku released its Audience Marketplace which is designed to let publishers use it’s first-party data based on how consumers interact with the OTT device. The type of first party data available include what type of content Roku users search for or how much time they spend streaming content.
Five key tactical trends that can fuel your next winning product, service, campaign, experience, platform, business model and more. From consumers expectations of brands to automating the customer journey, these are trends that retailers can put into action, and see some impressive examples.
July's DIAL is also available as a PDF.