Mediaboss Marketing

On TV & Video is a column exploring opportunities and challenges in advanced TV and video.

Todays column is by Jeremy Fain, CEO and co-founder of Cognitiv.

For the past two years, the pandemic has significantly impacted almost every part of our daily lives.

In the advertising industry, weve seen events, including Cannes and CES, move to virtual or hybrid content. Weve experienced the great agency resignation. Weve watched the evolution of remote work unfold.

Yet, despite upheaval, ad tech continues to thrive. That is, in part, because connected digital content has been essential for getting consumers through lockdowns.

Escaping into mobile games, OTT video content or platforms that host online communities hasnt just been a trivial distraction. Rather, those environments have provided meaningful refuge in a profoundly challenging time. In that context, programmatic has continued to surge and reshape the digital landscape that trend will only continue.

Programmatic is a multifaceted entity with broad application and potential. Heres what we can expect as it matures.

Accelerated growth will push CTV out of the Wild West

There has been no shortage of coverage on the growth of CTV as linear TV dollars shift into the channel. However, its still a channel that is hard to measure centrally.

Marketers have thrown their money into CTV knowing its the correct channel to reach their target audiences, but theyre doing this with the hope of reaching people and no real accountability of where their money is going. Thats the antithesis of what modern ad tech should be.

Currently, the biggest problem for CTV is that marketers are still buying loads of impressions, not knowing where their ads turn up or how those ads track back to new business. This is the year marketers are going to demand more measurement and attribution.

Direct-to-consumer marketing dollars will flee social

Social media has had a massive impact on advertising over the past few years, but its influence may be waning. Facebooks blackout last year, along with Apples iOS update, demonstrated a major weakness in the companys platforms. Not only did businesses lose millions of dollars, but customer acquisition costs have also jumped.

Meanwhile, the wave of VC funding that supported DTCs social focus has slowed rapidly. This has led to a renewed focus on the need for a profitable customer acquisition model. It has also pushed DTC brands to diversify to find lower CAC partners.

Still, DTC isnt going away. Rather, its adapting to increasingly holistic and mature marketing strategies. That holistic approach also applies to data, where there is increasing recognition that your own data in isolation does not paint a complete picture. Embracing a wider range of both advertising platforms and data sources will go hand in hand.

In short, the era of having your marketing dollars in one basket is coming to an end.

Marketers will invest more in AI and custom algorithms

For some marketers, AI still seems like a far-removed and bewildering concept. But just as you dont have to know how to build a car to be able to drive one, AI technologies bring advertisers and marketers remarkable gains without demanding the knowledge of an experienced AI engineer.

Thats evident in AIs current presence in our everyday lives. AI and deep learning are everywhere from self-driving cars to voice activation on our smartphones. Most of us cant get by in our daily lives without some form of AI, even if were blissfully unaware of the technologys inner workings.

One-to-one marketing has long been a talking point, and once upon a time it felt futuristic. But were getting to the point where deep learning is an accessible and effective tool in a marketers toolkit.

Whats next: accountability drives acceleration

Over the next few months, the evolution of programmatic will bring increased maturity, accountability and a coming together of technology and standards that offer realistic, everyday gains.

Already, theres a great deal of untapped potential to better connect brands with audiences.

Follow Cognitiv (@TeamCognitiv) and AdExchanger (@adexchanger) on Twitter.

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Programmatic Is Maturing, And Here's What That Means For CTV, Social And AI - AdExchanger

The University of New England Center for Excellence in Public Health (CEPH) had a strong presence at the national annual meeting of the Association of SNAP Nutrition EducationAdministrators (ASNNA), held virtually from Feb. 8 to 10.

The conference theme was Transforming Tomorrow Together: Building on 30 Years of SNAP-Ed. The history of SNAP-Ed funding was highlighted along with emerging innovative approaches to alleviate hunger through equitable programming.

CEPH staff presented on work related to program evaluation, social marketing and media, and COVID-19s impact on program delivery. Panel presentations highlighted work completed this past year through research and practice collaborations with academic peers from more than a dozen partnering universities.

CEPHs Senior Research Associates Pamela Bruno, M.P.H., and Kira Rodriguez, M.H.S., contributed to presentations, as did Hannah Ruhl, M.P.H., the programs obesity prevention coordinator. CEPHs Tasha Gerken-Nelson, M.S., RD, senior nutrition program coordinator, co-chaired the conference planning committee.

The following presentations were shared at the 2022 ASNNA Virtual Annual Conference:

Maine SNAP-Ed, implemented by UNE through a contract with Maines Office for Family Independence, addresses food security and wellness in low-resource settings across the state. The funding comes from the U.S. Department of Agriculture (U.S.D.A.) and is granted to over 160 agencies throughout the nation. Implementing agencies include universities, nonprofits, state health and agriculture departments, and tribal-serving organizations. ASNNA brings member implementing agencies together annually to advance best practices.

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Maine SNAP-Ed well represented at national meeting of implementing agencies - University of New England

Hongkongers have been using social media for many years and the adoption of social platforms has no signs to stop. In a recent study conducted by We are Social and Hootsuite, it was found that today, many social media users in Hong Kong use their accounts to conduct brand research. Many of them also follow influencers, experts, brands, celebrities and TV shows and channels.

According to The Digital 2022 report, Hong Kong had 6.68 million of social media users last year, equivalent to 88.1% of the city's population. The number of social media users increased by 3.7% year-on-year. Moreover, 99.7% of the entire population aged over 13 used social media too. The majority of Internet users (94.8%) used social media as well.

Social media platforms were crucial to brand research among Hongkongers with 69.4% of respondents in Hong Kong aged from 16 to 64 stating that they used social media to conduct brand research. Around 39.8% and 23.5% of them went for social networks and forums or message boards for information about brands respectively.

However, only a handful of them relied on messaging and live chat services (11.6%), micro-blogs (9.5%), and vlogs (9.1%).

In a previous interview with MARKETING-INTERACTIVE, Eric Thain, general manager - brand and customer at HK Express predicted that social commerce is going to take centre stage in the upcoming years. "Although China has seen this adoption earlier on, more global social media platforms have introduced social commerce functions to capture this opportunity. This will fuel the growth of this trend," he said.

Social media users in Hong Kong had various purposes when going online. For example, 47.5% of them followed friends, family and people they know, followed by TV shows or channels and bands, singers and musicians (both 29.9%). Around 26.7% of them followed influecners and experts, while 24.6% said they followed brands that they bought from.

Thain added that the proliferation of live streaming and user-generated content, due to short consumer attention spans, would increase the number of more bite-size content.

The report also examined web traffic referrals from various social media platforms. Facebook boasted the highest percentage (58.36%), increasing by 15.9% year on year. Facebook was followed by Twitter (16.12%), down 34.4% year-on-year, and Pinterest (11.26%), down 26.5% year on year.

Wilson Wong, marketing director of Price.com.hk previously said that to make good and effective use of social media to drive eCommerce is always a challenging topic for marketers. To stay competitive in the eCommerce battlefield next year, brands that have better social commerce performance will be more likely to gain more market share and attention. Conducting new trials with continuous performance evaluation and optimisation is the key to success.

On the global front, there were 4.62 billion social media users around the world as of January 2022, representing year-on-year growth of more than 10% compared to January 2021. There were 424 million new social media users worldwide in the past year. The number of social media users is equivalent to more than 58% of the worlds total population. Meanwhile, social media took the largest share of connected media time in 2021 and people said they had spent a total of 2 hours and 27 minutes on social channels each day, increasing by 1.4% when compared to January 2021.

Facebook remained the worlds most used social platform. However, YouTube was closing the gap, with its audience growing twice as fast as Facebooks. YouTube had 2.56 billion active users, equivalent to 88% of that of Facebook. The third most used platform was WhatsApp, followed by Instagram. The report has also studied some social media behaviours. For example, Internet users worldwide were not averse to paying for digital content. More than 7 in 10 working-age internet users (71.5%) said that they had paid for some form of digital content each month. Internet users worldwide spent almost US$300 billion on digital content in 2021, with more than half of this being spent on video games.

Related articlesStats: Social media isn't slowing down. Here are some new areas you need to explore

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Study: Which type of social platforms are Hongkongers using for brand research? - Marketing Interactive

As America celebrated Presidents Day on Monday to honour the legacy of George Washington and Abraham Lincoln, Donald Trump, arguably Americas most controversial president, launched his social media app Truth Social.

Truth Socialfaced several glitches as soon as it was launched on Apples iOs. Users were either unable to register their accounts or they encountered error messages. However,TechCrunchreported, Truth Social became the highest-ranking free app on Apples App Store despite all the pitfalls.

Many Trump critics took the apps rocky start as an opportunity to diss him with #TruthSocial raking in thousands of tweets within hours of the launch.

Amongst mean tweets and jokes, many Republicans and Trump supporters also pledged their support to the app.

TRAILAR, a UK based solar-powered transportation company, highlighted that Truth Socials logo is almost identical to their companys logo design. The companys head of marketing toldThe Daily Beastthat they might pursue legal action against Trumps social media network.

The app, developed by Trump Media & Technology Group (TMTG), is being seen as an alternative social media for people who feel that their views are censored on mainstream platforms, especially after the former US presidents account was removed by Twitter and Facebook post the capitol attack of 2021.

Even before its official launch, Truth Social faced many issues from trolls. According toThe Guardianin October 2021, a link to the unreleased beta version of Truth Social was shared on social media. This enabled people to register on Truth Social and make parody accounts of Trump and his supporters. One such parody account of Truth Social has been active on Twitter since October last year.

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Trumps Truth Social faces truth bombs, memes on Twitter after its troubled launch - The Indian Express

5W1H Solutions Private Limited, the Mumbai-based creative solutions company, has bagged the digital and social media marketing mandate of Eduvanz Financing, a digital fintech and an RBI registered NBFC that helps learners discover and finance their learning and career goals with low-cost financing solutions.

The digital ecosystem is vast and continuously evolving and hence it becomes essential to adapt to the changes accordingly to remain relevant to our audience, Varun Chopra, CEO and co-founder, Eduvanz Financing, said on the association, adding that the partnership with 5W1H is in line with the companys next phase of growth.

The agency is partnering with the brand to pave way for a seamless digital journey for the brand by building disruptive digital and social media strategies. The agency will be handling the brands creative strategy, social media marketing, e-commerce marketing and SEO management and optimisation as a part of the mandate.

For Aakash Chatterjee, co-founder and head of creative, 5W1H, effective marketing strategies have become an extremely crucial part for brands to continuously engage with the customers. We are ready to break the ice with Eduvanz Financings upcoming marketing activities.

According to Kunal Luhar, co-founder and head of creative, 5W1H, the company is looking forward to providing brand solutions and driving the social media strategy for Eduvanz Financing. Our team at 5W1H will ensure a customer-centric approach that will help them win, retain and engage with their customers, he added.

Eduvanz Financing is a digital fintech and an RBI registered NBFC helping learners discover and finance their learning and career goals with low-cost financing solutions. The company is backed by Sequoia Capital and Unitus Ventures. It offers convenient and flexible financial assistance to students and working professionals, who want quick financial loans.

Read Also: Work That Speaks | Ad Reviews | 16 To 21 February 2022

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5W1H assigned the digital and social media marketing mandate of Eduvanz Financing - The Financial Express