Ad-Media Companies Show Increased Interest in Data Privacy

Ad-Media Companies Show Increased Interest in Data Privacy

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Move over, Metaverse. Take a nap, AI. Businesses in the ad-media marketing industry are taking an increasing interest in data privacy, according to the Bombora Upswell Report, which delves into the latest trends and developments across eight industries.

According to the report, the interest in data privacy rose 70 percent among companies in the ad-media sector, and interest in data acquisition was up 67 percent.

Bombora measures “Intent”—i.e., whether a company is actively researching a particular topic, thus signaling interest and intent to buy—through its proprietary Company Surge® Score. With visibility into what topics marketers are researching over time, Company Surge® data provides deep insight into what is happening in the marketing space, including what is top of mind for marketers, what topics are trending up and down, differences by company size and industry, and much more. The Upswell report evaluated data from January 1, 2022, to March 31, 2023.

In a statement, Mark Connon, President of Bombora, said the latest Upswell Report was the first to include cross-industry analysis. “We’ll continue to offer businesses of all sizes the data and insights needed to navigate their changing landscapes, through these recurring reports, as well as our industry-leading Intent data and analytics,” he said.

The report showed that the media and advertising sector continues to put considerable resources into social media marketing, data management, and video advertising while focusing on improving customer experience and engagement to build loyalty.

Bombora’s intent data showed a rise among ad-media companies in customer-data topics. Customer Data Platform research increased by 70% in Q1 2023 compared to 2022 weekly averages. Businesses may be poised to invest more in technology that manages customer data securely.

Adjacent searches involved the “Audience Management Platform,” which increased by 157% between Q1 2022 and Q1 2023. Advertisers may be looking for more sophisticated ways to target their audiences while still respecting their privacy.

Despite concerns regarding privacy regulations in social media, 91% of executives reported that their investment in social media would increase in the next three years.

“While much of social media focuses on consumer properties, including Facebook, Instagram, TikTok, and others, B2B-focused social media is seeing significant growth. LinkedIn Sponsored Content saw a 47% growth in Q1 2023, while LinkedIn Sponsored Messages saw a 44% increase.

Notably, on the heel of a polarizing stretch, research into Twitter Ads was down 30% in Q1,” according to the report.

In terms of social media and influencer marketing, i.e., creators, Bombora saw an uptick in interest among brands in the ad-media marketing space. Search/intent for influencer marketing jumped 106% in Q1 2023 compared to 2022 weekly averages. User-Generated Content as a topic
grew by 102%.

Digital platforms were another area of intense interest among companies in this sector. Video Billboard research increased by 158% in Q1 2023 compared to the same period last year. Interest in video advertising (115%), pre-roll video (93%), and live streaming (22%) were all up. Interest in addressable TV advertising fell by 4%.

Meanwhile, consumer data collection and privacy security are also issues in the Metaverse and the use of AI bots in online interactions. Yet, Bombora’s report has some complex findings about those two platforms.

On the one hand, the report cited a survey that pointed to 56% of media buyers using or actively considering metaverse marketing initiatives. On the other hand, Bombora’s data indicates a 39% decrease in Metaverse Consulting research in Q1 2023 compared to weekly averages in 2022. Corporate Metaverse research also fell by 39% in Q1 2023, and research about Metaverse as a Strategy declined by 21% in Q1 2023. Despite these trends, overall Metaverse research grew by 50% in Q1 2023.

The metaverse data is a mixed bag to say the least, but one conclusion Bombora draws is that businesses are becoming more cautious about investing in the platform.

It remains to be seen how devoted Facebook (renamed Meta in 2021) will be to investment and development of the immersive, fantasy-driven virtual world known as the metaverse. Despite casting a roving eye on AI, Mark Zuckerberg is on record as saying such pursuits won’t take his other eye off the metaverse ball. He seems to think that AI and the metaverse are like love and marriage. You can’t have one without the other.

Kathleen Sampey