New York Advertising Week Roundup
- Brand Safety & Brand Suitability: this took center stage, with reiterations around the importance of brand’s placing consumer trust first, adopting universal safety standards across channels, noting how safety/suitability is impacted by both devices, content quality, and most interestingly the psycho-physiological states of those consuming content and their impact on context, ad recall and effectiveness.
- Brand Politics: Americans are two times more likely to boycott a brand because of a political stance than they are to buy from it, according to a report called “The 2020 Survival Guide for Brands.” The report was released last week and discussed on stage at an Advertising Week New York discussion Wednesday. Nearly a third (29 percent) of the 4,200 adults surveyed said “they have stopped purchasing from a brand because of its political stance.” Just 15 percent said they would choose a brand based on political leanings.
- Brand Safety & News: we heard a lot of about publisher worries around the 2020 elections and the impact of brand safety concerns on ad sales. More here.
- Measurement: Executives discussed how a new cross-platform standard for measuring video audiences can’t be implemented until the industry creates new tracking technology. Read more here
- Industry Structure: Sorrell predicted holding companies will break up and consolidate.
- Industry Diversity: She Runs It released a report showing a decline in women at the executive level of the industry. Not just a stubborn lack of progress—an actual year-over-year decline. And Time’s Up says that at current rates, black women will achieve pay parity with men in 100 years. Latina women will need to wait another century after that. There isn’t even enough data to extrapolate a date for Native American women, but Time’s Up’s best guess is 250 years. Another survey revealed a drop in women representation in executive marketing roles.
- Addressable: Ad Tech Got Serious About Addressable Inventory This Week. Spending on the addressable ad market is expected to hit $3.3 billion by 2020, and recent months have seen ad-tech companies stake their claim in the market with buffets of offerings. “The industry has limited ‘addressable’ to mean only household-level targeting on television,” said Laura Buchman, Telaria’s vice president of addressable and audience strategy, in a statement. “But we believe CTV is inherently addressable and can go beyond basic household-level data and holistically optimize audience, contextual and behavioral criteria to drive campaign performance.”
- The Creative Industry: One underlying theme was the very serious tone in which panelists discussed the creative industry, with grave debates over brand purpose and whether a company needs one to succeed in winning over consumers.
- U.S. consumers have already peaked in their use of dominant digital media formats, especially social and online gaming, but U.S. marketers are continuing to increase their investments in both (+68% and +25%, respectively).
- Perhaps most troubling for marketers — both in the U.S. and China — is that a significant percentage of consumers in both nations are wary of the increasing use of their personal data to power advanced digital marketing and emerging technologies.
US Boomers Report 2019
Available to eMarketer subscribers only, but key takeaways summarized here
- Boomers are less apt to use smartphones as shopping tools, sticking more with home computers. Newer technologies like augmented reality (AR) and virtual reality (VR) generate little interest as shopping aids. And privacy fears constrain digital usage for transacting purchases.
- YouTube also has a boomer following. In October 2018 polling for Provision Living (a chain of senior-living communities), boomers reported an average of 11 minutes per day watching YouTube. In some cases, they use it as an information resource. For example, a January 2019 post by Think with Google (whose parent company owns YouTube) said boomers watch how-to videos on YouTube to learn “how to use new gadgets.”
- Television today is so fragmented. And one result is that audiences for individual shows — even the “popular” ones that get all the attention from critics and awards shows — are so much smaller than what hit shows used to attract in a past era that grows ever more distant.
Salesforce sponsored this cross-sector leaderboard with great CMO interviews for each featured brand.