Thursday Thoughts On Advertising 66

Posted on November 14, 2019 by Christian Bayne

MCKAY ADVERTISING + ACTIVATION

#ThursdayThoughts

Every 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 employee and covers various topics applicable to our business. The following are professional opinions, summaries or both.

This week we’ll look at: U.S TV Ad Spending Is Declining, Video Advertising Benefits, The Google-Facebook Duoploy Is Facing Challenges From The Snapchat, Pinterest and Amazon Trio, KPI Overloading & Google Rolls Out New Extensions For YouTube Ads.

TV ADVERTISING

Ann Marie Bell
Chief Revenue Officer

U.S TV Ad Spending Has Peaked, Now In Decline the article here.

“A big factor influencing TV’s declining share of ad spending is the corresponding erosion of TV households and time spent viewing the medium.” Traditional media alone is not the engine that drives the train anymore. A full-funnel marketing approach is now required to reach consumers. There are many stops and starts on the consumer’s journey. Having a conversation with your consumer at every intersection leads to the sale. It’s not Traditional Media vs Digital. It’s a full-on Advertising Attribution model. McKay Advertising + Activation pivoted 12 years ago with this vision and has been successfully bridging that gap for our clients for years. That is what makes us different…the ACTIVATION part of our name. For us this not complicated or new news…it’s our mission. Are you satisfied with just buying impressions? Let us show you how to activate those impressions and attribute those impressions all the way to the sale.

VIDEO ADVERTISING

Bob McKay
President + Founder

Manly Bands Rethinks Its Advertising Strategy see article here

Video drives down cost per conversions on FB/IG!! Plain and simple!!

PAID SOCIAL ADVERTISING

Alex Andrews
Executive Director of Social Advertising

The Google-Facebook Ad Duopoly Is Facing A Challenge From The Trio Of Pinterest, Snap & Amazon see the article here

Two big takeaways from this:

1. As these platforms develop more advanced capabilities and tools, they acquire more growth, and vice versa. Look for continual advancements to improve their ad products from Snapchat, Pinterest, and Amazon

2. Notice Twitter is nowhere to be found. They ranked at the bottom of listed social media giants with only an 8% growth year over year, which has been a platform plagued with inauthenticity, bots, and lack of innovation

MARKETOONIST

Christian Bayne
Director of Content Strategy + Market Research

KPI Overload See the article here.

“We are working in a golden age of metrics. But the explosion in available data and metrics can give us KPI tunnel vision.” Stick to the KPIs which matter the most to the campaign! It’s great to have 100 other metrics to look at and make internal decisions, but there’s no need to confuse the client. K.I.S.S (Keep It Simple Stupid)

PPC STRATEGY

Matthew Giardino
Director of Performance Marketing + Analytics

Google Rolls Out New Extensions For YouTube Ads See the article here.

Although ad extensions have long existed for traditional search campaigns, they have been absent from other types of campaigns from Google. These extensions will include lead form extensions, as well as sitelink extensions. According to the article, “In a beta test with 30 advertisers, it was found that adding sitelinks resulted in 23% more conversions and 50% more clicks.”

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.