Thursday Thoughts On Advertising 46

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MCKAY ADVERTISING + ACTIVATION

#ThursdayThoughts

Every Thursday we look at the trends/updates/interesting articles found in the Marketing + Advertising + Tech industry. Each submission is presented by a different MA+A employee and covers various topics applicable to our business. The following are professional opinions, summaries or both.

This week we’ll look at: OTT Research, TikTok’s Interest-Based Ad Targeting,  U.S Podcast Ad Revenue Growth, MarTech: Commerce Stats & Google Ads Restrictions.

Digital Advertising

OTT RESEARCH

Bob McKay
President + Founder

Is ‘OTT’ Overblown? Look At This Research see article here

It’s not overblown and is a critical part of the media planning discussion. But everyone running around “spouting” about their OTT and how it is better is OVERBLOWN!!!

PAID SOCIAL ADVERTISING

Alex Andrews
Executive Director of Social Advertising

TikTok is Testing Interest-Based Ad Targeting see the article here

As a rapidly growing social media platform, TikTok is looking to ramp up their advertising capabilities early on, and they still have some catching up to do.  They ranked dead last out of 13 social platforms in a survey of advertisers’ satisfaction with audience targeting capabilities, so now they’re introducing more robust interest targeting to try to increase relevance.

CONTENT MARKETING

Eric Ortiz 
Director of Sales + Acquisition

U.S Podcast Ad Revenue Grew By 53% In 2018 the article here.

What areas are you exploring with your marketing budget? No matter if you have a few pennies or a whole safe, you should be exploring new avenues with a portion of your marketing budget. Host-read ads still dominate on in terms of ads on podcasts, but dynamically inserted ads are right behind the majority garnering 48% of the spend in 2018. Could Joe Rogan help your business?

MARTECH: COMMERCE

Christian Bayne
Director of Content Strategy + Market Research

‘Personalization’ Ranks Lowest On List Of Retailer Consideration See the article here.

A recent Deloitte study, surveying over 4000 U.S. adults, points towards a “personalized experience” being ranked lowest on the list of consumer concerns in the retail space. From my perspective, I’m not 100% sold on this idea for high-end retailers, but I can get on board with this for the more commercial brands; who doesn’t like a good deal? From a marketing automation standpoint, we can tie both considerations together. A personalized message with a good deal attached to it, now that’s a win-win!

PPC STRATEGY

Matthew Giardino
Sr. Platform Manager

Google Ads Restrictions Are Impacting 3rd Party Tech Support See the article here.

Google continues to tighten down on the industries that can successfully advertise on its platform. A few years ago, Google had an initial crackdown of medical related and ticket sale advertisers, but now it has expanded to those who are 3rd party tech support providers. With this, it is important to plan ahead for when or if your industry gets blacklisted or restricted from Googles services.

We hope you enjoyed these snippets of information that we chose to share. Look out for the upcoming #ThursdayThoughts post. (Yes, it’ll be on Thursday). See our previous post here.

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