Here’s a downturn projection that might make you weap: if you think the ad slowdown has been bad up until now, you ain’t seen nothing yet.
Marketing budgets fall under heavy scrutiny as risk of prolonged slowdown in 2023 rises Come next year, things are going to go from bad to worse. Senior marketers know it and are already making contingency plans. Read: rationalizing ad dollars. Additional coverage: Despite record sales for some publishers from Amazon Prime Day in July, Amazon's second sales event last week brought mixed results. Ongoing concerns around brand safety, measurement issues, capturing attention and navigating the media landscape were all key areas of discussion across Advertising Week so far. More in this Advertising Week Briefing. Brands and agencies are aligned when it comes to how much they spend on influencer marketing and how confident they are that influencers drive successful marketing. However, both groups had a significant gap between that spend and confidence. More from Digiday+ Research. This week's Digiday+ Future of TV Briefing features an interview with NBCUniversal's chief data officer John Lee about the Comcast-owned media conglomerate's first-party data efforts. Despite the enforcement of General Data Protection Regulations coming into play in the EU since 2018 and regulators elsewhere clamping down on how companies can access individuals' data, practices are still lax. With their combined strength in first-party data and increased retail footprint, grocery chains Kroger and Albertsons have an opportunity to upend the status quo in the retail media network landscape with their proposed merger. Online grocer Misfits Market is tapping social media and out-of-home advertising to boost brand awareness as it seeks the attention of its target audience: Gen Z and older millennials. Other things to know about Join this virtual event on October 27 at 1 p.m. EDT to learn more about the best omnichannel tactics — including how to build retail media networks, programmatic, out-of-home, and other channels into the mix. Sponsored by Best Buy Ads. Download this guide to learn how more brands are employing increasingly in-depth approaches to glean contextual insights from audience actions. Sponsored by Brandwatch. Marketers are developing entertaining content and customized experiences to enable a deeper connection between brands and young people. Sponsored by SuperAwesome. | | |
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