An analysis of the earnings statements from the world’s top 10 ad spenders (according to RECMA data from 2019) shows how companies have moved out of rapid-response mode.
| As 2020 wore on, it became apparent that the coronavirus pandemic was a crisis that wasn’t going to be limited to a couple of quarters of disruption. After some initial pauses in spend, many marketers have now retooled and have moved out of response mode and adapted to an environment where consumers and businesses are getting used to living with Covid-19. Digiday analyzed the most-recent earnings updates and calls from the top 10 ad spenders in the world to see how they are adapting their marketing strategies to the ongoing crisis. Read more below. An analysis of the earnings statements from the world's top 10 ad spenders (according to RECMA data from 2019) shows how companies have moved out of rapid-response mode. The deluge of political ad dollars has been a boon for media companies’ businesses, setting up for a fourth quarter that’s a far cry from the spring slump. For Digiday+ members, media companies don’t have to choose between operating a standalone CTV app or a 24/7 channel within a third-party platform, but for some publishers, it’s not even a choice. To prepare for a world where they will need to act more quickly to turn around client campaigns, some publishers are hiring more post-sales roles to their teams. Other things to know about What if there was a way to track the attention an ad gets? We’ll outline the path forward to attention-based metrics and dive deep on transparency, programmatic TV and much more at the Digiday Programmatic Marketing Summit LIVE in just a few weeks. According to new research, half of surveyed brands are waiting at least three years to transition away from third-party data. Experts say that’s too long to successfully prepare for a post-cookies world. Sponsored by Piano. | | |
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