Advertising investment is forecast to grow by 9.2 per cent globally in 2022, according to the latest dentsu Global Ad Spend Forecast report. Ad spend in Asia Pacific is expected to grow by 5.9 per cent, with digital forecast to increase 9.6 per cent to a share of 61.1 per cent of total APAC advertising spend.
Australia’s brands continue to scramble to digitally transform. The problem is, they don’t have the capability. Chronic underinvestment in people and skills, combined with high churn and a tightening talent crunch, means the wheels are spinning but marketing departments are getting nowhere fast. We can’t just hire our way out of trouble. Here’s an alternative plan.
Trackers gonna track: SXM Media, the ad sales arm of SiriusXM, Pandora, and Stitcher, has launched a cooklieless personal identifier to track its listeners. The system collects “a variety of consented listener signals and inputs” to determine which devices belong to the same individual, and uses the resulting “AudioID” for ad targeting and measurement. Initial deployments will be limited to SXM Media’s own properties but the company plans to add audiences on other platforms later this year.
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)