Newswire - August 2021

Lockdowns are coming to a close, and digital out-of-home advertising (DOOH) is exploding in popularity as advertisers attempt to reach consumers spending less time at home (or on a screen). Logistics aren’t the only reason for this sudden upswing -- DOOH is a programmatic strategy that relies on contextual targeting and probabilistic modeling, making it a great option for the many marketers concerned about the future of third-party data options. (Adweek)

While paid TV and movie streaming services proliferate (and become more expensive), recent research shows that 67% of consumers would prefer some type of ad-supported streaming over paid platforms (compared to 33% that prefer ad-free paid options). This is promising news for the future of CTV advertising, but it comes with a critical caveat: Too many ads, and viewers will certainly go elsewhere. (Hub Research Insights)

Local media buying has come back strong after being hit hard early in the pandemic, but this rebound has not been evenly distributed as the vast majority of recovery and growth has taken place in digital. A report sampling the last few years of sales data from local media agencies illustrates this point: Those that focused the most on offering digital options generated an average $1.46 million in sales, while the “digitally struggling” only cleared $43,000. (Digiday)

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