Advertising continues to change yet remain the same

Between 31% and 43% of consumers rejected being included in a target segment defined by probable age and gender to location tracking and online behavior. A majority would accept inclusion in segments if they could opt-in, opt-out, or receive more relevant ads.

According to Media Post “Americans above age 55 are more resistant to being assigned to a segment than those ages 25-34. This resistance declines with increasing education and income. Those with no political-party preferences express the greatest resistance to being grouped for targeting purposes. Despite the industry’s efforts to deliver more precise messaging, less than one-quarter of consumers consider the advertising they receive “usually relevant.”

Amazon’s advertising revenue has soared 50% year over year in the third quarter to $8 billion as more people shop from home.

EMarketer said Amazon claimed 10.3% of the U.S. digital ad market in 2020, up from 7.8% in 2019 — competing with Google and Facebook for ad budgets. That growth has attracted Walmart, Instacart, Walgreens, and other retailers that have joined Amazon in vying for a slice of the ad pie. And under new CEO Andy Jassy, the company has been shaking up its ad business to attract new advertisers that typically buy television.

Amazon netted $23 billion in advertising in the first three quarters of 2021 — up from $13.5 billion in the same period in 2020. Amazon has built a team of execs to pitch advertisers on its ad business, including longtime Amazon employees like Colleen Aubrey, part of Amazon’s executive suite, and agency and brand vets who work directly with marketers.

Oh, by the way, T.V. is NOT dead.

Video beats other media hands-down when it comes to achieving advertising goals – and within video, T.V. in all forms has gained status compared to digital video.

Fully 50% of a survey of 250 U.S. advertising executives said that video is most valuable in reaching goals/KPIs, versus just 16% for the second most-chosen media channel, search, and 10% for display. Within video, 47% view all forms of T.V. — including linear, addressable, and CTV/OTT — as most effective. While that’s tied with digital video, at 46%, T.V. is up from 36% choosing it last year, while digital video is down from 53% a year ago.

Consumers are still angry and not likely to forgive brands who, they feel, wronged them.

A study shows it’s easier for consumers to forgive a person than a business. For example, the slogan “Midwest nice” might be misleading, according to the newly launched Helping Hands survey commissioned by online reviews platform Trustpilot.

Consumers are more apt to hold more grudges against a business rather than a person, with 63% of respondents admitting to having held a grudge on a company following a poor experience and a third of Americans revealed they tend to be rash when posting messages, comments, or reviews on the internet versus in person. More than one-third admitted it’s easy for them to forget real people running businesses.

Age plays a factor. When it comes to grudges, those aged 45 to 54 are more steadfast in their grievances and less likely to be swayed into changing their opinion. Some 66% of Americans in this age bracket are less likely to regret holding a grudge than younger Americans, 37% of those ages 25 to 34.

About richmeyer

Rich is a passionate marketer who is able to quickly understand what turns a prospect into a customer. He challenges the status quo and always asks "what can we do better"? He knows how to take analytics and turn them into opportunities and he is a great communicator.

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