Enshalla Anderson

If you want to understand why Meta pivoted back to politics, it's because that's where voters are getting their news and information. In the 2024 post-election survey I did with the Center for Campaign Innovation, more voters now get their news from social media than from their local TV news. Between Facebook and Instagram, Meta has 2 of the top 3 social media platforms that voters use on a daily basis (along with YouTube). While Meta and other social media companies may have tried to downplay politics the past few years, it's clear that their users are still wanting to get news about politics and government through social media. https://lnkd.in/em79gWtp

17

2 Comments

📹 Amazon is Shaking Up the Streaming Advertising Market! 📺 In January, Amazon made a bold move by making all Prime Video subscriptions ad-supported by default. Just six months in, the impact is clear and brands need to pay close attention to how this will further change the advertising landscape: 🔸 Subscription Changes: Prime Video now defaults to ad-supported at $14.99/month for Prime members and $8.99/month for non-Prime members. Want ad-free? It’s an extra $3/month. 🔸 Market Impact: Amazon joins Netflix and Disney in offering ad-supported tiers, leading to an oversupply in the ad marketplace and therefore companies like Disney are now working harder to attract advertisers. 🔸 Ad Market Dynamics: Prime Video could add over 50 billion impressions to the connected TV (CTV) market this year. Amazon's aggressive pricing strategy is pushing down ad costs, with CPM rates between $30 and $35 which is causing competitors, like Netflix, to lower their CPM rates to stay competitive. 🔸 Competitive Edge: Amazon’s extensive audience reach and customer data from Prime gives it a significant advantage! They can integrate their search advertising with Prime Video, enhancing content monetization and lowering ad prices. 🔸 Market Trends: More consumers are opting for cheaper ad-supported streaming plans. MoffettNathanson predicts a 33% growth in advertising video on demand this year. 🔸 Industry Adaptation: Amazon's approach is pushing the industry to focuse more on market share over high ad prices. SO... What are some things you should be thinking about for YOUR brand? 🔹 Commitment to a proper investment and appropriate flight length 🔹 Plan for ample amounts of video development and to A/B test 🔹 Leverage your data to create tailored targeting 🔹 Take advantage of competitive pricing NOW - test early & often 🔹 Look for the halo effect and take advantage of retargeting 🔹 Up your influencer marketing game - it can boost your credibility, especially with young shoppers 🚀 Exciting times ahead for streaming and advertising! We're following them closely here at The Topo Agency, so if you looking to learn more follow along, reach out to me or someone from my team and as always head over to our website at www.thetopoagency.com to learn more about service offerings! #Streaming #Advertising #Amazon #PrimeVideo #Marketing #TechTrends

6

🎙️ Check out our latest podcast episode! We're diving into the two biggest topics in ad tech: the Google antitrust trial and the US presidential election—key issues for our democracy. As the trial approaches its conclusion, our editorial team shares insights from Programmatic I/O and explores the potential fallout. What if Google has to spin off part of its ad business? What would that mean for the ad tech ecosystem? What if they win? Don't miss this discussion!

2

Ever wonder why some brands can charge a premium while others get commoditized? Our new Blueprint for Brand Growth report sheds light on just that. Our analysis of 6.5 billion attitudinal and shopper data points found that brands that reach “meaningfully different” status, addressing a spectrum of practical and emotional needs in unique ways that competitors don't, have much greater pricing power, higher brand equity and much faster growth. Learn more about how brands can extend their identity and become more differentiated in this @MediaPost article: https://lnkd.in/gHRSmHgw

5

Contextual advertising has entered a new era, and AI is leading the charge. Inuvo President Barry Lowenthal explains how privacy-first algorithms can help brands figure out where consumers are - and where they're going next. "Free from the confines of whatever personal data cookies and other similar programs collect, AI essentially reads consumers’ interests with “fresh eyes” by basing its recommendations on a users’ expressed intent rather than a storehouse of demographic data." #FutureOfAdvertising #AI #ConsumerPrivacy

7

If you’re thinking about what your Qual strategy looks like in 2025 and beyond, this new webinar with our own Liz White and Karen Lynch from Greenbook is a must see! Don’t miss it!

7

The ad tech industry has been making waves with the rise of "digital twins." Brands now use first-party data to create archetypal personas, enabling them to test campaign strategies and product development in a virtual sandbox. AWS's focus on synthetic data highlights the shift towards privacy-conscious testing. Think of it like simulating a football season on Madden—predictive but not perfect. 🏈💡 #AdTech #Advertising #Data #AWS

5

Interesting article about why brands shouldn’t go dark during the election cycle. For us, interestingly it’s been more food and supermarket brands on Gourmet Ads that have opted to go dark this year whereas no brands on Healthy Ads. This is super important for us as a company as all Political ads are now banned in the US on Microsoft Advertising / Xandr now. #politicaladvertising #advertising #uspolitics #programmaticadvertising

3

Why should political buyers warm up to CTV this season? Magnite's Head of Political Demand Erik Brydges spoke to AdExchanger about how political buyers are effectively using programmatic and ACR data.

2

Ethics in advertising is something we should talk more about. Consumer trust has never been more important and technology is not a substitute. New episode links below. Guest Bio: Amina Mattern Industry Strategy Lead LinkedIn Marketing Solutions | Financial Services & Fintech  Experience working agency side, MediaCom, Omnicom, and also held the position of Head of Marketing Strategy for Loblaws. Timestamps 0:51 - Introduction to Amina Mattern 2:15 - Amina’s career path 4:00: - How roles in brand, agency and platform shaped Amina’s perspective on marketing ethics  5:53 - More data, more regulations 8:30 - Directional trends on regulation and policys 10:40 - Ethics and data privacy impacts brand reputation 12:40 - How local consumer expectations affect ethic & policys 15:28 - Data is currency 17:50 - If you collect data, you need an ethical data strategy 20:09 - Cookie deprecation & ethics 28:43 - A consumer’s responsibility with data collection 32:02 - Ethics in synthetic data 35:30 - Future of ethics in advertising 38:18 - Technology isn’t a substitute for ethics 42:22 - Post-pod with Vassilis and I Episode Links: Spotify: https://lnkd.in/gFG-4btm Apple: https://lnkd.in/gDuarpgr  Youtube: https://lnkd.in/gGkNJ_aT  Post Pod: https://lnkd.in/gSGr5S2g References: The Canadian Marketing Association has a great Code of Ethics to refer to and spend some time with https://lnkd.in/gM7Jp8CW

31

7 Comments

Streaming is surpassing cable, and it's likely due to the control that viewers have over what they watch and when (along with other factors). I know I sure do subscribe to quite a few services which gets expensive. IAB CEO David Cohen told Axios, "I think that there's a lot to be said for the power of the bundle. Consumers are not going to subscribe to seven or eight things, they simply can't afford that." We have to start adding layers. Investing in streaming isn't enough — we also need to add bundles that make financial sense to consumers who are now faced with the task of choosing which services they can afford. #IAB #Streaming #Bundles #StreamingServices

32

10 Comments

How’s this for a #techforgood application? Google is backing a smartphone app, Bower, which allows you to point your smartphone camera at a recycling station to see what can be recycled there. With new #ai updates (powered by Gemini), you can now point your smartphone at an article, and it will calculate what it is, the mass of it, and where best to recycle it. It will also give you rewards based on how much CO2 emissions were saved as the item is recycled. https://lnkd.in/g9weXwve

1

Great briefing with Illuma's (@weareilluma) Chief Strategy Office Ryan McBride on the latest: New additional focus on brand safety using AI-based contextual information -originally designed for ad targeting- to know where to place brand ads safely. New partnerships with @TheTradeDesk, @Pubmatic and @Equativ live, @Magnite and @Criteo integrations to follow. Scooping up Moat customers just like @integralads and @doubleverify do - 19 days until @Oracle Advertising shuts down!

17

I am not a specialist in advertising. I'm a proud generalist. But today, while trying for the umpteenth time to restart #C25k, I was listening to the Uncensored CMO podcast interview with Jo Shoesmith. Her and host Jon Evans were discussing the power of emotional advertising and distinctive assets, and mentioned the Amazon advert 'Joy Ride'. The whole interview was really interesting (and did a good job of distracting me from the aforementioned running effort), it made me go back and watch this ad. In the mayhem of the Christmas adverts, this one had sort of passed me by. It really is lovely. And here is why I like it: 🤔 They tapped into a simple, real, truth - these grannies are sitting there watching all the kids having fun, and thinking 'that used to be me', 'I would give anything to be able to do that again, but my body is too frail so I don't dare'. They found a way to celebrate the caution and frailty that stops us doing things we love when we get old while demonstrating a key solution to that challenge. 👍 They threw out the stereotypes - grannies are so often shown as past it, knitting quietly in a corner, or the total opposite with Mohawks and skateboards for the shock factor. These were just real, wrinkles and blankets and all - but through the story, we see them as the young people they were, and still are at heart. 📖 They embraced storytelling - a lovely narrative, keeps you engaged along the journey and has a feel-good ending. Just like we like it. 🎶 They included sensory elements - the lilting Beatles track, the steam rising from the mug, the wrinkley faces, the nostalgic colour grade on the flashback sequence, the infectious sound of laughter, all come together beautifully to support the narrative and drive strong emotional engagement. Like I said, I'm not an expert in advertising, and frankly I'm not even a huge Amazon fan (I prefer to buy locally where possible), but this is really great brand work. Here's the video in case you fancy a refresher: https://lnkd.in/eGRrrqYy #brandmarketing #advertising #storytelling 👏 Lucky Generals

33

6 Comments

Spent a day at Google last week talking about the Holiday season. Economists, Google product experts, clients, and more, presented. Their key take-aways align with what we're seeing across our 60+ clients. In one sentence: Client who are beating goals now, and who will beat goals in Holiday, are running sales. Also important: Holiday Timelines are Shifting: In 2023, only 7% of Holiday sales were made during Cyber 5 (Thanksgiving through Cyber Monday). Start Early: With a compressed shopping window, it’s important to begin marketing campaigns early and maintain visibility throughout the season. Focus on Value: Offer a mix of price and quality, which resonates well with value-seeking consumers. Personalize Experiences: Use consumer data to tailor communications and recommendations, fostering trust and relevance. Happy to share the full report with anyone who DM's me.

9

Why is video the future of #B2B marketing? 📈 Merkle's Sonya Hand and other execs reveal how video is helping brands break through the noise and connect with decision-makers in new ways. Explore the full discussion in The Drum: https://bit.ly/3XdzgPf

3

1 Comment

Netflix is the latest titan to recognize the value of programmatic advertising with the announcement of its strategy to distribute unsold OTT/CTV ad space across several different providers. The Trade Desk, Google DV360, Magnite are cited as the next batch of providers. Up until now, CTV media buyers had to go through Microsoft Xandr DSP or book with Netflix publisher-direct. It reminds me of the moment when Lamar Advertising Company took the same bold step to ensure their unsold space was programmatically available in top notch, third party SSP platforms like Place Exchange and others. It’s a rite of passage. Expanding the surface area of buy-side and sell-side platforms unlocks massive revenue dollars, when done right. Some of the smartest people in the world of business work at Netflix. This is proof of that. Many hands make light work! This layers on a new dimension for marketers when they say that they can now “Netflix and Chilll”. 📺😎👏🏼 #programmaticadvertising #ctv #innovation #followthemoney https://lnkd.in/gJU9ytZi

79

5 Comments

I'm nervous about tomorrow, but it gave me a little extra comfort to weigh in on this year's election. CBS Sunday Morning News was a chance to go mainstream with the perspective I can bring. I got the "walk and talk" shot with David Pogue and I got emails from my family and friends who watch the show. In this business I'm in, we're responsible for help shaping messages and experiences that define what people think about brands. Hopefully based on a truth. Can't say the truth piece feels quite as true anymore for political ads. Although that was probably debatable about marketing as a whole, unfortunately. And It's harder than ever to unify people around a message-- we've moved beyond the broad message to much more niche. In many ways good because there was an assumed bigger perspective that left many out. But we're also losing a shared narrative, which makes truth impossible. And in media today we must navigate the complexity of platforms and subculture to try to align people around a set of values and beliefs, if not a message. We must try and break through peoples' bubbles-- that they aren't even aware they are a part of. Or maybe they are and don't care. Luckily with brands we still have to play the long game. So we haven't gone all negative. We need to build the brand over time. In politics, fear of what could happen can be more unifying than the hope and belief of real change. It's an all or nothing for candidates, so they have to go all in. They don't just have a low sales quarter. The winner of the election controls the next 4 years. The loser gets nothing. However while fear can serve as a unifier or at least a barrier to voting for your opponent, it doesn’t work as well as a motivator for most. I just hope we've given people enough to show up for: pride, hope, optimism, joy--belief that moving forward is a good thing.

252

20 Comments