Thursday Thoughts On Advertising 129

Customer Lifetime Value Marketing

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

This week we’ll look at: Nielsen Studies Show ‘Light’ Listeners make Up Nearly Half Of Podcast Listeners, Snapchat Provides Insight Into The Effectiveness Of Snap Ads, How To Use Artificial Intelligence In Advertising Campaigns, Customer Lifetime Value: Retention vs Acquisition, and Microsoft Ads Launches New Tours & Activities Ad Format.Bob McKay
President + FounderNielsen Studies Show ‘Light’ Listeners Maker Up Nearly Half Of Podcast Audience see article here

Never been a big fan of Nielsen and this study explains why data misinterpretation. They seem to be not correctly identifying a group as “light listeners” instead of “growth listeners”. This is a group that is moving away from terrestrial radio and getting their feet wet with podcasts. They will soon move from trial to frequent adoption and continue the demise of radio.Alex Andrews
Executive Director of Social AdvertisingSnapchat Provides Insight Into The Effectiveness Of  Snap Ads see the article here

Snapchat, usually a vehicle for messaging and social activity, is expanding the monetization of its content hosting side.  Surprisingly, early tests of Snapchat Commercials within the Discover section are showing great returns, with up to a 300% increase in action intent and brand lift.  That being said, this is a much higher CPM than usual Snapchat self-serve advertisements, and as such will take some time to roll out and prove viable for most advertisers.

Deirdre Powell
Director of Brand ActivationHow To Use Artificial Intelligence In Advertising Campaignsthe article here.

Artificial Intelligence is here and it’s changing the landscape. “As a marketer, you can start using artificial intelligence to dramatically improve your advertising performance today, even if you don’t know the first thing about AI”Christian Bayne
Director of Content Strategy + Market ResearchCustomer Lifetime Value: Retention vs Acquisition See the article here.

Are you focused on new customer acquisition or customer retention? Each can be powerful depending on which stage your business is at and how much bandwidth your workforce can withstand.


Matthew Giardino
Director of Performance Marketing + AnalyticsMicrosoft Advertising Launches New Tours & Activities Ad Format See the article here.

Microsoft ads is introducing a new ad format for Tour & Destination industries, that would allow for ads to appear in new places such as in Bing Maps when a user searches for a particular destination or when they search for things to do in a given location. In addition, these ads can also be seen as a carousel within Bing Travel GuidesWe 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.