Advertisers See Opportunity in Better Creative: Ad-Lib Research

This Ad-Lib study also finds that marketers hope better creative can overcome privacy constraints.  Scaling up creative capability was the most commonly cited opportunity for improving return on advertising, while greater creative “acumen” came in second.   Opportunity notwithstanding, actual plans for adapting to cookie loss placed leveraging data (52%) and developing alternative ad channels (33%) ahead of generating more relevant creative (32%) or investing more with platforms like Google, Meta, and Amazon (25%).

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Marketers Look Past Walled Gardens to Compensate for ID Data Loss: Emodo Survey

July 13, 2022

The top technical challenge facing most marketers today is loss of customer identity information.  Emodo found that more 80% of C-level marketers have seen a decline in campaign effectiveness and audience size as a result of privacy changes.  Two-thirds don’t expect the walled gardens to solve the problem, but many are looking to better creative, new channels, and AI-based solutions for help.

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Martech Funding Fell in Second Quarter: LUMA Report

July 12, 2022

Martech financing dropped substantially in the second quarter of 2022, according to this LUMA analysis.  The number of merger and acquisition transactions fell slightly compared with the previous quarter (41 vs 45) but deals over $100 million were down 50%.  Stock prices for public martech firms fell 35%, which is even worse than the 22% drop in NASDAQ as a whole. Lots of details and reference data here if you want it.

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Marketers to Focus on Platforms Not Ad Channels in 2023: IAB Survey

November 29, 2022

This IAB study finds that connected TV and paid search are expected to be the fastest-growing ad channels next year, while linear TV and other traditional media continue to shrink.  More intriguing: marketers are focusing more investment on foundational tools like measurement and first party data, and less on specific ad channels.  Download for deep dives into retail media networks and the metaverse.

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