VuePoints - Summer 2024 - E10
Hello, I’m John Cobb , CEO and Co-Founder of VuePlanner . I’m thrilled to share the latest edition of our VuePoints Newsletter with you. In this issue, you’ll find a wealth of valuable insights, including straightforward strategies, the future of video advertising, trends influencing ad spend, challenges in CTV, and much more. I’ve curated these articles to keep you informed and ahead of industry trends. Enjoy the read!
This Harvard Business Review article emphasizes that successful strategies are often the simplest ones. It argues that complex plans can be confusing and difficult to execute, while straightforward strategies are easier to understand and implement. The key to effective strategy is focusing on a few clear, actionable goals rather than attempting to address too many objectives at once. Learn more.
This Boston Consulting Group (BCG) report, in collaboration with Google and Omnicom Media Group , explores the future of video advertising, highlighting the shift towards more personalized and interactive content. It emphasizes the importance of leveraging data to deliver relevant ads that resonate with target audiences. The report also notes the growing role of technology in enhancing viewer engagement and optimizing ad effectiveness. Learn more.
This EMARKETER article identifies four key factors driving increased ad spend in 2024: the growth of artificial intelligence in optimizing ad targeting, the expansion of digital video platforms, the rising importance of data privacy, and the shift towards omnichannel marketing strategies. Advertisers are investing more in AI to enhance campaign efficiency and targeting precision. Additionally, the increasing focus on consumer data protection and the need for cohesive cross-channel strategies are influencing budget allocations and ad spend decisions. Learn more.
This EMARKETER article highlights that U.S. ad spend growth in 2024 is being driven by three key areas: CTV, retail media, and social and search advertising. CTV is gaining traction as more consumers shift to streaming platforms, while retail media is benefiting from increased e-commerce spending. Social and search ads continue to be effective in capturing consumer attention, contributing significantly to overall ad spend increases. Learn more.
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This EMARKETER article outlines three main challenges in CTV advertising: managing the fragmentation of streaming platforms, addressing diverse subscriber preferences, and overcoming measurement difficulties. Advertisers face hurdles in tracking performance and ensuring consistent measurement across various CTV services. Additionally, the wide range of streaming options and viewer preferences complicates targeting and ad delivery strategies. Learn more.
The IAB ’s guidelines on podcasting in the creator economy emphasize the growing influence of podcasts as a key component of digital marketing strategies. The guidelines outline best practices for effective podcast advertising, including transparency, audience targeting, and measuring impact. Additionally, they highlight the importance of leveraging podcasting’s unique ability to foster deep listener engagement and build strong brand connections. Learn more.
This week’s Post of the Week spotlight goes to Kelly McNearney , Director of Video, Strategy, and Insights at Google . In a recent post, Kelly links an Ad Age article and highlights that YouTube is still the preferred video destination, both short form and streaming, for Gen Z. Check out her full post here.
The seconds Post of the Week Spotlight foes to Jason Calacanis . In a recent post, Jason shares a great conversation with Boom Supersonic ’s CEO, Blake Scholl . They discuss the importance of leveraging existing technologies, refinement over reinvention, and prioritizing practical and user-centered design. Check out the full video here.
This week I have been captivated by the All In podcast hosted by David Friedberg . The episode I have linked for you features Sergey Brin, co-founder of Google . During their discussion, they talk about what Sergey is working on at Google, the future of AI, and Google’s shifting product culture. I encourage you to give it a listen here.