News and Analysis
Will Audio-Only OOH Be 2021’s Biggest Ad Trend?
The Trade Desk’s recent decision to expand its omnichannel demand-side platform (DSP) to support audio out-of-home (AOOH) through partnerships with Vistar Media and Vibenomics is just the latest in a string of high-profile moves in the audio marketing space. With an extension of OpenRTB integrations to include audio-only OOH, The Trade Desk is moving into the forefront as the first omnichannel DSP to support the extension and allow advertisers to programmatically purchase audio inventory from networks like Vibenomics.
BeOp Adds Conversation to Post-Cookie Contextual Advertising
The contextual, conversational advertising firm BeOp believes it has the solution to the death of cookies. The company, which works with more than 90% of premium publishers in its home country across the Atlantic, connects advertisers with consumers reading content related to their products and services. But what distinguishes BeOp from contextual ad competitors is the style of its ads: conversational quizzes and questions that drive engagement and zero-party, or fully consensual and explicit, data collection.
Commentary
Consulting Firms and Agencies Are the Perfect Complement for Data-as-a-Service
External data is incredibly hard to use and make sense of. After all, it is just data. It is usually delivered via a big CSV dump or API call. Most data companies just hand off the data to their customers and say “good luck.” In fact, a decent amount of purchased data just sits on the shelf and is never used.
This is where the forward-thinking consulting firms and agencies come in. They have a massive opportunity to help organizations make use of external data.
Half of Organizations Send the Wrong Marketing Messages to Customers
The result of this data deluge? Organizations lack the insight into their customers they desperately need to deliver meaningful experiences, secure sales, and retain customers. New research estimates 48% of them struggle to gain these insights due to the data silos and more than half admit they don’t have a full picture of their marketing data and their customer journey.
Given the many challenges marketers are up against, it’s no wonder they struggle to define their customer journeys and optimize customer interactions. Below I offer some advice for those in this data struggle.
Multi-Location Marketers Want to Do More Social Advertising, But One Big Thing Stands in the Way
Unlike search, social is a push medium that marketers can use to reach new audiences. Social can leverage rich ad formats such as mouth-watering images of restaurant dishes, explainer videos for complex products, and eye-catching celebrity or influencer endorsements that are much more impactful and engaging at storytelling than search.
Today’s local enterprise advertisers know that they should be leveraging the one-two punch of search and social together. One day they will. But until social advertising can offer the same streamlined workflow that can make managing hundreds or thousands of locations as easy as search makes it, social will still lag behind in the local marketing media portfolio.
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