You’ve almost surely heard the reports that Netflix is seriously considering an ad-supported version of its service, so I can’t really claim it’s news. But I will point out that for all the hand-wringing among people who dislike ads, there’s plenty of research that most consumers will gladly watch them in return for free or lower-price services. So it’s probably a good idea.
Self-service is a Thing these days, as companies try to do more things more quickly without more staff. Here we have adtech firm Audiencex releasing a self-service ad buying platform for performance marketers, who focus on measurable results. The product is aimed at small and mid-size companies who buy programmatic media.
Marketers tend to focus on the impact of privacy changes on targeting, but measurement is harder too. In fact, 90% of respondents to this global survey from Salesforce said privacy has fundamentally changed how they measure results. Just one-third get insights quickly enough to make decisions, and only 29% evaluate cross-channel performance with a cross-channel solution. Oh, and 50% increased investment in CDPs as a result of privacy changes – second only to 52% who increased investment in analytics and measurement.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.