There’s no “right” way. The bleak year has left advertisers with a tricky question: how do you make good coronavirus-era Christmas ads?
| 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. Other things to know about The death of the cookie is fast approaching. Hear how one buyer plans on navigating this new future of advertising, plus dive deep on transparency, programmatic TV and much more at the Digiday Programmatic Marketing Summit LIVE. See what else we’ll be covering and secure your spot today to hear from senior leaders from Dentsu, PMG, Electronic Arts and more. New research finds that the vast majority of CPG brands — 78 percent of respondents in our 2020 survey — rate their own website search experiences as only fair or even poor. Download the full report to learn why — and what some are doing to turn things around. Sponsored by Yext. | | |
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howdy! howdy! howdy! | Sponsored by Tremor Video | | Virtual panel: How CTV and video are driving holiday consumer spend | | 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. | | |
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