Greetings!
Welcome to the January, 2023 issue of Key Notes - Marketing Keys' monthly newsletter! In this issue, we look back and look ahead to what's in store for the marketing arena. We hope everyone had a safe, happy and healthy start to the New Year! Key Notes is an informative, quick-read newsletter to get you caught up on all things media and marketing. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently.
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Every year. we look back at the changes in media and marketing. What worked? What didn't work? How and why did those things happen?
Here’s what we expect to see in 2023 and beyond:
1. With the number of streaming opportunities, the TV advertising business today looks a lot different than it used to. In addition to traditional advertising on linear TV, advertising within streaming environments allows brands to reach larger and more diverse audiences than ever before. Although streaming made up one-third of television consumption among people in the U.S. as of June 2022, streaming companies are still trying to capture the other two-thirds.
2.With new viewing opportunities for consumers, brands will need to think holistically when trying to find their audience, especially with recession budgets. Brands should consider buying both linear and streaming to ensure they are reaching their most valued customers wherever they are.
3. Consumer attention is being pulled in a million different directions these days. With so much content overload, the need for creativity and innovation will play a critical role. Ads should be relevant and interactive. Brands are leaning in to differentiate themselves from the competition and build affinity by investing in engaging and innovative ad formats. This allows advertisers to interact with consumers in a nondisruptive way and encourage them to act, rather than passively view an ad or ignore it altogether.
4.We expect more commerce and shoppable opportunities this year. This is especially true within the connected TV (CTV) space.
5. Programmatic technology will continue to transform TV advertising, as CTV revenue grows. We know that addressable advertising increases the relevancy of ads for consumers, which improves the overall viewing experience. Bringing programmatic to the addressable space can enhance the benefits for both the buy and sell side. Advertisers can identify their target audiences and create reach and frequency at scale, which is where programmatic plays an important role.
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Insiders Guide to buying ads on Streaming |
Consumers continue to find ways to save money and are embracing ad-based streaming services. In fact, more than half (55%) of consumers use at least one free ad-supported streaming TV service (FAST), according to Hub Entertainment Research. We expect Connective TV advertising will continue to grow in the year ahead. Here are some ways to make the most of your Connected TV ad dollars this year.
1. Beyond the ability to target by location, interests, and behaviors, CTV advertisers should tailor targeting strategies to meet specific brand goals, whether it’s driving brand awareness with demographic or contextual targeting or reaching in-market shoppers with intender targeting. Additionally, CTV advertisers should pursue a more sophisticated persona-based targeting approach to reach consumers whose lifestyles align well with their brands or services. This gives advertisers additional relevant layers of targeting to capture potential customers missed by a narrower targeting approach.
2. With greater scrutiny on ad budgets, brands want to know exactly how their ad dollars are driving performance-based outcomes. New data-driven capabilities allow CTV advertisers to optimize ad spending and ensure that they’re reaching high-value audiences to drive business outcomes. Beyond looking at reach and frequency as key metrics of success, advertisers should tie CTV viewership to direct business results. Marketers can go deeper to understand the true impact of their CTV campaigns on viewer perceptions with brand lift studies, such as which messaging is resonating best with which audience.
3. During these sensitive times, brand safety is crucial. It’s no longer enough to just work with CTV advertising providers that offer premium inventory. To protect brand reputation and know for certain that ads are running in brand-safe content, advertisers must dig deeper to truly understand the publisher vetting process, inventory sourcing, and the reporting provided by their CTV advertising partners. Advertisers should look for the TAG Brand Safety Certified Seal of approval to ensure they’re working with a provider that operates to a set of rigorous guiding principles to promote brand safety and combat piracy. This is the best safeguard for transparent accountability and brand safety protection.
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As we look back on 2022, it may be helpful to get feedback from the ad industry's leaders including our own leader, Roger Keys. Here’s what the future may hold for advertisers and brands in 2023.
Roger Keys, Marketing Keys
“Mediums will need to further offer ways to successfully track clients' media campaigns. This is especially true with traditional media campaigns. Clients want to know if their campaign is working for them and how the campaigns can be optimized. Mediums that are able to offer agency partners and clients this feature will have a leg up in 2023.”
Leyland Streiff, Deliotte Digital
“In many ways, it felt like a return to pre-COVID normalcy,” said Leyland Streiff, managing director at Deloitte Digital. “Once again brands engaged customers with high-impact activations that met people where they are, out in the real world. We also saw brands re-embrace the power of purpose and spend in the upper funnel to drive brand distinction and desire.”
Eileen Zaho, Fred and Farid
“Against the backdrop of all the chaos in 2022, one of the most notable trends that emerged this year was the industry’s use of humor,” said Eileen Zhao, strategic director at Fred & Farid Los Angeles. “From Liquid Death to Ocean Spray’s jiggly jelly holiday spot, humor has been making a huge comeback in advertising. We’ve seen firsthand how powerful humor can be to boost awareness for our challenger brand client Ladder Life Insurance. With our So Good platform, we’ve created two chapters of work that only humor can bring to light. And as brands move towards shorter, more humorous content, I expect to see others in the same category invest more in the craft and brand expression of their campaigns.”
Richard Yao, IPG Media Lab
“The proliferation of ads in previously ad-free environments is a notable trend that kicked into high gear in 2022,” said Richard Yao, senior manager of strategy at IPG Media Lab, UM’s innovation division. “Subscription-based video-on-demand services Netflix, HBO Max, and Disney+ all launched their respective ad-supported services this year, and companies like Uber and Roblox debuted their own turnkey ad solutions to diversify their revenue streams. All this opened new channels for brands to reach consumers and engage with them in different contexts.”
What does this mean for 2023? Brands will continue to define and redefine how they approach their audiences.
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Hmmm...
Hire Gwyneth Paltrow or an influencer?
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As the NFL playoffs begin this weekend, the thought enters my mind that the Super Bowl is no far behind. With the 'Big Game' comes 'Big Creative' campaigns.
Influencer marketing has been breaking through all different categories, except the Super Bowl, which continues to be reserved for traditional celebrities.
Some experts thought that 2022—the year influencer marketing ballooned into a $16 billion industry—would bring more influencers to in-game ads. Instead, 2022’s ads were rather traditional, with many starring celebrities who got their start outside of social media. According to many influencer marketers, 2023 isn’t going to be the year of the influencer Super Bowl ad, either. Experts say that’s because of rising influencer rates and the economic downturn. Given this, it’s more likely that fans will see influencers in digital activations running alongside the Big Game, if not on TV.
With everything going on, brands are looking to play it safe this season. They are playing it safe instead of taking a big bet and a risk on something new that might not have that payout. Especially, when rates between influencers and traditional celebrities are practically the same.
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Are Google and Facebook still dominant? |
Google and Meta’s long dominance in global advertising continues to erode, with their combined ad revenues slipping below half of total U.S. digital ad revenue in 2022, according to Insider Intelligence.
TikTok’s growth has also hit Meta hard. With a currently comparatively small ad revenue share, TikTok is still expected to be behind Google, Meta, Amazon, and Microsoft/LinkedIn among U.S. digital advertising leaders as of 2024, with a projected $8.6 billion in ad revenue.
Amazon, which built its ad revenue to more than $31 billion between 2015 and 2021 and strengthened its No. 3 position last year, with an estimated $38 billion, is the biggest competitive threat for both Google and Meta. Amazon’s U.S. digital share was 11.7% in 2022 and is projected at 12.4% in 2023 and 12.7% in 2024.
Apple’s ad revenues have grown from about $2 billion to $7 billion since 2018, for a 1.2% share globally, and with a major ramp-up underway to achieve its declared goal of “redefining advertising” in a privacy-centric environment, it could reach $30 billion by 2026, by some estimates. Apple has already launched a competitor to Google Maps, an iPhone search function.
Microsoft/LinkedIn continue to build their advertising businesses, and streaming platforms are also beginning to make a dent in the marketplace. Roku, Hulu, Pluto TV, Paramount+, Tubi, and Peacock pulled a combined 3.6% share in the U.S. in 2022. The new ad-supported tiers of Disney+ and Netflix are bound to attract significant advertising dollars this year and beyond.
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Get the latest insight here!
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Get help from 'The Mouse'! |
Here's to another great year!
Whether you've been at your job for 1 year or for 20 years, the pressure to produce and come up with the right strategies to reach your target audience is always there.
By teaming up with us, we make the process enjoyable.
After decades of learning my craft from the top respected media companies in the world like Cap Cities/ABC, The Walt Disney Company and others, I saw an opportunity. It seemed that if a company was not represented by a firm or by a media planner/buyer, then that company was at a disadvantage. Marketing Keys was formed in July, 2007 to more than level the negotiation playing field between advertisers and media companies. We enabled advertisers to have a major leg up in the process.
By leveraging our media experience, our relationships along with cutting edge ideas, we have been able to help generate an incremental 30-35% more in leads and/or conversions for our clients through our programs.
We started Marketing Keys with a simple mission. Help Presidents, CEOs', Marketing Directors, CMOs, Regional Managers and others create the most well thought out, efficient and effective media campaigns.
The companies that we partner with are mainly small and medium sized businesses in various B2C and B2B verticals. They generate anywhere from 5 million to 100 million dollars a year in revenue.
We may not be perfect. But we will listen to you and always be committed to you. We strive to run our business with passion and humility all with the utmost integrity.
We look forward to empowering you to do your best work.
Until next month,
Roger Keys
Founder and CEO
Marketing Keys
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New Year. New Opportunities. |
A New Year is a great time to reflect back on how your business can make the upcoming year even more succesful! We found the following helpful for our business and hope this is helpful for your business too.
It is a SWOT Analysis:
Strengths
Weaknesses
Opportunities
Threats
The SWOT Analysis will help with competitive analysis along with strategic planning.
Whether you have been at your job for 1 year or 10+ years, it is always helpful to make a list of your strengths, weaknesses, opportunities and threats.
If we can help to maximize your strengths while converting your weaknesses into opportunities
and keep your threats at a distance, reach out to us HERE!
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Make it a New Year's Resolution to continue learning at The Newberry! You may want to delve into a topic that's always interested you, or pursue a creative hobby, or finally research your family history. Led by experts in a variety of fields, our adult education classes can help you jumpstart or elevate your next learning endeavor. Registration opens on January 18. Register here!
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An accident can happen at any time. And, when it does, it pays to be prepared.
Last year, there were nearly 320,000 traffic collisions throughout Illinois; almost half occurred in Cook County; and over one-third happened in Chicago. Over 20% of these accidents resulted in an injury.
If you have been injured in a car accident, your need for justice is Mancini Law' passion for justice.
Contact Mancini Law HERE! or call them at 773-745-1909.
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Are you Socially Challenged? |
During my 15 years as a business owner, I have discovered there are many companies out there that are challenged with the task of managing their social media.
It may be that they are confused over the platforms that they should use, the content they should post, how to boost that content and/or the time or lack thereof that goes into managing their social media platforms.
As a Social Media partner of ours, our Social Media expert will manage and strategize daily on your sites. We will also coordinate all communication so there are no surprises while all of your initiatives are scheduled accordingly.
For more information, please contact Marketing Keys at (312) 375-5007 or you can email us HERE!
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Fill up your lead funnel! |
In the days of Mad Men, creativity was everything. The goal was for a brand to be the most creative creating a tag line to resonate with the audience. Now, creativity takes a back seat to targeting through data and reaching your target synergistically through multiple mediums with an integrated marketing campaign.
Find out how Marketing Keys can help generate (on average) an incremental 30-35% more in leads and/or conversions through our system.
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