As the coronavirus crisis took its grip on the western world, many marketers initially reacted by pausing, or at least reining in, their spending. But that paralysis quickly dissipated as companies reforecast and adapted to the circumstances. Digiday analyzed the most-recent earnings updates from the top 10 ad spenders in the world (according to RECMA data from 2018; 2019’s ranking isn’t available until September) to see how they are adapting their marketing strategies to the ongoing crisis. Read more below. - Having pulled back in Q1, some advertisers are gearing up for a big push in the second half of the year. Others are bracing themselves for a rocky road ahead.
- TikTok and Instagram are on a collision course, and individual video creators are at the center of the platforms’ budding rivalry.
- Despite the slew of advertisers that made a fuss about pulling their ads, Facebook’s ad business will continue to thrive — even as some of its biggest advertisers keep away.
- Free sampling — an age-old marketing tactic — has been decimated by store closures. Now women’s lifestyle title Marie Claire is getting into the sampling business with the launch of Beauty Drawer.
- For Digiday+ members, a new Digiday survey about diversity, discrimination and experiences at work found that the Black experience at work varies widely with the experiences of other people of color, and White employees.
Other things to know about - Join us at the Future of Work Virtual Forum: Diversity & Inclusion where we’ll offer actionable insights on everything from putting mental health first to staffing and accountability. Reserve your spot today for an interactive discussion with leaders from Verizon Media, Meredith, Team Epiphany and others.
- As pro athletes fill empty stadiums, brands are leveraging social media to reach fans. Live sports are receiving unprecedented engagement with social media users as pro leagues begin their seasons without live audiences. As a result, brands are getting actively involved in social media conversations around sports. Sponsored by Twitter.
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| | | | | Having pulled back in Q1, some advertisers are gearing up for a big push in the second half of the year. Others are bracing themselves for a rocky road ahead. | | |
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howdy! | Streaming Outside The Box | | | | TikTok and Instagram are in the throes of an all out battle for creators’ content and both are spending aggressively to come out on top. | | |
| Sponsored by SheerID | | | | In a new webinar on August 26 at 12:30 p.m. EDT (9:30 a.m. PT), hear from experts at Zappos and SheerID as they discuss strategies for identifying, retaining and reactivating loyal customers. | | |
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howdy! | Facebook Ad Boycott | | | | Of the top 20 Facebook advertisers, according to Pathmatics’ 2019 data, five of them — Microsoft, Unilever, Diageo, Coca-Cola and CVS — are keeping media dollars away from the social network. | | |
| Sponsored by Moat by Oracle Data Cloud | | | | Marketers struggling to keep up with campaign tactics and platforms, join this webinar on September 30 at 2 p.m. EDT, to learn tips for swiftly applying measurement insights, even while your current campaigns are underway. | | |
howdy! | Content & Commerce | | | | With retail on lockdown “Working in skincare, samples are the number-one way to get people into a product.” | | |
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| Sponsored by White Ops | | | | According to new research, bots can account for as much as 40 percent of ad traffic, dramatically compromising ad spend and sending marketers chasing after worthless leads. In a new guide, learn how advertisers can identify fraud, cut waste and retain revenue. | | |
howdy! | Beyond Ads | | | | The business of sports has been turned upside down and a number of media companies are racing to capitalize on the opportunity. | | |
howdy! | Future of Work | | | | Through the pandemic, seismic shifts have occurred in how brands can interact with customers. So beauty magazines, like Allure, have stepped up to provide a valuable connection between their consumers. | | |
| | | | | The question of whether podcasts have hit the American mainstream is kind of like asking the same about Major League Soccer. Both have grown for more than a generation, but remain smaller than their counterparts in media or sports. |
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