What’s the difference between this flop of an Apple commercial:
And this hit:
Story
A story that’s clear. That the viewer wants to see themselves in.
Story is sticky.
See also: Significant Objects
via Nudge
CTV CPMs are down.
Why?
more inventory, more buyers looking for performance and a growing appetite for efficiency over exclusivity.
Digital rewired adveristers’ expectations. There’s a large class of marketers (myself included) who have basically no traditional media buying experience.
To whom minimums and exclusivity and static runs just seem weird.
via Digiday
If your advertising works, what does it say about the group of people who respond to it?
This is why it should be brand + performance marketing.
Brand obsesses about message and alignment.
Performance about results.
Either one alone can focus on metrics to the detriment of long term goals.
Remember when a big deal was made about Gen Z using Instagram and TikTok to search for places to eat? Well…
Gen Z consumers are starting their purchase journeys more often on Google…
But this isn’t a Google Search comeback story:
properties, including YouTube and Gemini
While Gen Z shoppers have moved away from Google Search as their primary method of discovery, those losses have been more than offset by YouTube’s growing importance as a channel for product discovery and research
The former search company is quickly becoming the YouTube company.
via EMARKETER