Thursday Thoughts On Advertising 131
Every 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: US Upfront CTV Ad Spending Will Surpass $4 Billion This Year, Jon Taffer Yelp Lock Horns Over Review Policies, 2021 Digital Marketing Trends: The New vs The Tried And True, and Microsoft Advertising Launches Multimedia Ads Beta Starting Today.
PAID SOCIAL ADVERTISING
Jon Taffer, Yelp Lock Horns Over Review Policies see the article here
A fascinating breakdown of the increasing public backlash to Yelp’s practices, and Yelp’s defenses. Many business owners distrust the platform and note there is a financial incentive for review scores to be lower in order to incentivize paid investment. That being said, Yelp has also undergone FTC and other third-party investigative studies to find no such explicit manipulation takes place. My view is the crux of the disconnect is in the sales team. The incentive structure and sales culture at Yelp means it is in the interest of salespeople and AEs to stretch the truth of what paid Yelp ads can do, which is not only deceptive but puts out in the broader conversation that maybe they DO enact sketchy policies.
DIGITAL MARKETING TRENDS
Director of Brand Activation