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Charting the path back to performance as marketers emerge from COVID-19 A version of this article was published by the AMA, click here to read it. CMOs planning campaigns for 2021 know they need to get back in the brand game.
When Ad Age asked us to write a column about emerging trends in agency “talent,” we noted teams now need to go beyond just skills or collaboration. The solution is to find ‘O-shaped people.” In our October 2020 column, we wrote: The great irony of COVID-19 is that while it has squeezed many agencies...
As Americans focus on health and safety during the COVID-19 outbreak, they are sheltering in place and working from home—and about to set records in media consumption. In 2019, prior to the outbreak, Nielsen reported the average U.S. consumer watched, read or listened to 10.5 hours of media each day. We are forecasting a significant increase in consumption as our daily routines and habits adjust to this new reality. Here is Mediassociates’ view of the media channels that will grow most in coming months.
Growing up is full of challenges. The programmatic advertising industry is moving out of its awkward, rebellious teenage phase into that of a more responsible young adult. They’ll still stay out too late, but odds are they’ll make it to work on time. What’s changed? The rise of quality and safety.
Gen Z is the first digital native generation. Born around 2000 or later, they intuitively know how to swipe a phone and download an app — and unlike previous generations, all stages of their lives have been captured on social media. They are more than just media trendsetters: Gen Z has annual purchasing power of $44 billion per year, and 73% of this cohort say they would make a purchase based on a social media communication. Marketers ignore Gen Z’s use of social media at their peril.
Millennials tend to get all of the media’s attention, but in between that generation’s attempts to spend all their money on avocados and kill mayonnaise, Generation Z has been quietly coming into its own. Mediassociates invests heavily in researching media trends among Gen Z (born 1995 to 2015), and we’ve restructured our media offerings in the past several years around digital, mobile, social, and geo-data to speak specifically to these audiences. Why is understanding Gen Z important? This generation now accounts for 24% of the world’s population, and in the United States, Gen Z controls about $148 billion in annual spending power. It’s not just the future. Gen Z has arrived and is vital for today’s marketing results.
Mediassociates recently attended Google Marketing Live 2019. While there we got a preview of some of the products that Google will be rolling out this year. Here are some of the highlights: BE RESPONSIBLE Privacy is a hot topic and Google addressed the issue throughout the event. While personalization matters, privacy is the priority, was a common refrain from the main stage and break-out sessions. There is an ongoing tension between delivering relevant, personalized ads and honoring an individual’s privacy requirements and advertisers are concerned how long-term funnel measurement will be impacted by the recent and future privacy changes (GDPR, ITP, CCPA in California).
We invite you to join us in amplifying our impact. Read our latest press kit or request an interview with one of our media reps.
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