The IAB also asked marketers about their budgets. They found total ad spend in the second half of 2020 is expected to drop by 20% even though digital ad spending will rise by 13%. Connected TV, digital video, and social media are expected to grow the fastest.
The News Gods have their little whimsies, and this week’s was to deliver three surveys related to organizational change. First we have an excellent Accenture study on what makes for successful digital transformation. They list a half dozen factors but the one that caught my eye was picking projects that force collaboration across functional lines. As opposed to the conventional wisdom which says you avoid those because they’re too hard to execute.
CDP vendor Segment has analyzed the tools its 20,000 clients send data it collects from Web sites and mobile apps. They found the fastest growing categories during the pandemic lockdowns were ad tracking tools, including Facebook Pixel and Google Ads, and customer success tools including Salesforce, Zendesk, and New Relic. They explain the growth in ad tracking tools as reflecting a shift to digital advertising and the growth in customer success tools as reflecting more interest in retention.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.