There’s a silent agreement among advertisers at Christmas. It's summed up in the sentimental ads that all look and sound alike and advertisers can either go with the flow at this time of year or rue the consequences of being left behind. The problem is that approach won’t fly in 2020. With social distancing and households facing financial pressures in a choppy economic climate, the bleak year has left advertisers with a tricky question: How do you make good coronavirus-era Christmas ads while also being sensitive to year end hardship, separation and anxiety? Read more below. - “It’s difficult for any marketer to make the right call, so they need to understand what’s the fundamental purpose of the brand at a time like this beyond just making a profit,” said Simon Gill, CCO at Isobar U.K.
- For Digiday+ members, Spotify announced on Tuesday that it is acquiring podcast advertising and publishing platform Megaphone, the latest sign that podcast ads are the next hot area for investment for tech companies.
- Over the past two years, Gallery Media has honed a TikTok strategy, similar to its plays with Instagram and Pinterest, to create a portfolio of handles.
- With their ad businesses still struggling, news publishers are pushing more subscription ads and promotions in front of their readers.
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| Managing Through Crisis | | | | There’s no “right” way. The bleak year has left advertisers with a tricky question: how do you make good coronavirus-era Christmas ads? | | |
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howdy! | Audio Everywhere | | | | Megaphone acquisition signals that Spotify is seeking to build more of a self-serving advertising platform for podcasts. | | |
| Sponsored by Nexstar | | | | In a new Q&A, hear from Nexstar Chief Data Science Officer Brian Malone as he unpacks the most important steps that teams can take to automate campaign management. | | |
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howdy! | Publishing in the Platform Era | | | | Over the past two years, Gallery Media has honed a TikTok strategy, similar to its plays with Instagram and Pinterest, to create a portfolio of handles. | | |
| Sponsored by Verizon | | | | The arrival of 5G will be critical to facilitating the virtual events of the future as consumers turn to mobile networks to connect — this article explores three advantages for virtual events powered by the new network. | | |
howdy! | Subscriptions | | | | With their ad businesses still struggling, news publishers are pushing more subscription ads and promotions in front of their readers. | | |
| Advertisement |  | | |
| Sponsored by Tremor Video | | | | With Black Friday and Cyber Monday quickly approaching, it’s time to discover how consumers are planning to spend this season. Join this new virtual panel on November 19 at 3 p.m. ET with Terence Scroope, vp of insights at Tremor Video and Unruly, to explore the results of new holiday-themed consumer research — and why CTV and video are imperative for driving them to take action. Sponsored by Tremor Video. | | |
howdy! | Marketing on TikTok | | | | Employee advocacy marketing is moving into TikTok in large part because TikTok is so good at creating a sense of intimacy with viewers | | |
howdy! | Future of TV | | | | Not much has changed about the economics of local news. It’s still a slog. But executives in the space say they see an opportunity — and an audience begging for news. | | |
| Mobile | | | | Whatever else can be said about the year 2020, it has at least led to a renewed focus on issues of mental well-being for those open to discussing it. "Even in 2019 there wasn't this spotlight on mental and emotional health," Marah Lidey, co-founder of the mental health company Shine, said on the Digiday Podcast. |
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