Thursday Thoughts On Advertising 113

#ThursdayThoughtsEvery Thursday we look at the trends/updates/interesting articles found in the Marketing + Advertising + Tech industry. Each submission is presented by a different MA+A digital advertising agency employee and covers various topics applicable to our business. The following are professional opinions, summaries or both.

This week we’ll look at: How The Super Bowl Represents A Return To Normalcy, TikTok e-Commerce Is Coming For Hyper Engaged Gen-Z, WTF Is A Data Clean Room, & Google Ads to Phase Out Modified Broad Match.Bob McKay
President + FounderHow The Super Bowl Represents A Return To Normalcy see article here

Even with that blink of normalcy this past Sunday, there’s a sobering reality that the uncertainty of 2020 is extending into 2021. “The Super Bowl was trying to put a gloss on a world that’s really messy right now,” said Ann Billock, partner at Arc Advisors.Alex Andrews
Executive Director of Social AdvertisingTikTok e-Commerce Is Coming For Hyper Engaged Gen Z see the article here

The exponential development of TikTok continues.  In addition to its major user growth, it is continuing to improve its advertising infrastructure.  Last year it made great strides in its self-service capabilities, but now it is working on in-app product catalogs and affiliate links to lean into influencer marketing even more.  This should help further the trend of more advertisers spending in TikTok this year.

Christian Bayne
Director of Content Strategy + Market ResearchWTF Is A Data Clean Room? See the article here.

In a recent webinar hosted by Merkle speaking of the Current State of Customer Engagement 2020, the term ‘Data Clean Room’ was thrown around many times. Marketers, are you aware of or making use of this?Matthew Giardino
Director of Performance Marketing + AnalyticsBreaking: Google Ads to Phase Out Modified Broad Match See the article here.

In a continuation of Google adjusting match types as they did last year for close variants, they are now phasing out the use of broad match modifiers, and instead making phrase match terms more broad to encompass the searches that would have normally shown ads for broad match modified keywords. Many advertisers will have to take a look at their strategy and adjust accordingly based on these changes.

We hope you enjoyed these snippets of information that we chose to share. Look out for the upcoming #ThursdayThoughts post. (Yes, it’ll be on Thursday). See our previous post here.