While brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust.
The rise in buy now, pay later services increased notably when the effects of the pandemic set in, bolstered by the flexibility and convenience of interest-free payment plan options—a dramatically different alternative to traditional credit cards.
Big data sets don’t have rich details about actual people—from age, to income, to race and ethnicity—the way you do with a robust panel. These data sets, because they’re created by machine-to-machine transfers, also increase the possibility of waste and fraud.
Now is the time for marketers to prepare for a world without third-party cookies if they want to be able to outperform their competitors.
To maximise campaign resonance, marketers need to understand the key drivers around the increased focus and willingness to master health-conscious lifestyles, which includes: healthier food choices, drinking less alcohol and increasing their physical activity.
The dramatic rise in global CTV adoption, accelerated by the pandemic, has ushered in new commercial models that are fragmenting the landscape in much the same way that the myriad viewing options are.
As the cornerstone of many living rooms around the world, the TV set remains a fixture for media consumption. That consumption, however, looks much different than it did a few years ago.
The pandemic is far from over, and we will feel its effects for years to come, but the resilient media industry is bouncing back, with certain constituents pulling out ahead of others.
As a result of being at home more, Australians are spending 16% more time on food and cooking websites than the equivalent period in 2019, spending over 298 hours, that’s over 12 days spent on these sites making this the top-ranked activity weekly by time in 20212.
After 50 years of female athletes pushing for more opportunity, the Olympic games are the biggest platform for gender equality in global sports, and the audiences are just as even.