Cogent Weekly Newsletter 4

Sean Simon

Published on January 31, 2021


2020 Digital OOH Advertising Report

In 2017, the Out-of-Home Advertising Association of America published a study that looked at the impact that DOOH advertising had on online behaviors. The four most impacted digital channels were Instagram, Twitter, Facebook, and Search. In other words, DOOH had a bigger impact on digital activation then TV, Radio, or Print. This data holds true today, and when you consider the number of people DOOH can reach at one time, the data isn’t surprising. In 2020, Nielsen conducted research across the top 30 markets, and the 2017 data still holds true with an even greater impact on actions taken via a mobile device immediately after seeing a DOOH ad. These two studies, 3 years apart, suggest that DOOH is having a greater impact on consumer decisions due to the proliferation of smartphones and better targeting & measurement in the DOOH space. Download the Nielsen report and learn how DOOH can impact your on and offline sales.

Marketing Survival 101: Shifting Trends and Tools in 2021

Published on MarTech Series

Adapting to new technologies typically takes years, but COVID-19 has collapsed a typical 5- to 10-year cycle into just one year. To survive, marketers must invest resources on digital marketing and messaging tools that go beyond a website and email list. To thrive they must have a mobile- compatible site, add additional messaging channels (like SMS, push, and in-app), incorporate social video to tell their business story, and deliver a cohesive message across all digital channels. Anything less limits your addressable market in a digital-first economy.

The key theme for marketing executives is to focus on retention over acquisition. With the current global health situation changing the way people interact, technology-driven methods of communication are now essential.

Increasing the repeat visitation of your existing users by leveraging personalized cross-channel messaging is far more cost-effective and easier than acquiring new ones, as studies have found it is 5x more expensive to acquire a new customer.

↪ Read the entire article

A Cogent Thought:

Small businesses will compete more with large businesses. 

Brands need to be more open and transparent about their products. 

Marketers are looking for tools that are easy to use, and don’t require lengthy integrations.


A Cogent Thought:

Are Apple’s moves truly about their concern for consumer privacy, or are they looking to grow the $8-12 B in search revenue they earn from Google each year? Or, are they looking to launch their own search product? 

When asking users about tracking, you also need to ask them how they feel about paying for content.

Apple tried their hand at the programmatic ad game and failed. Now they want to make it difficult for others to execute…

Apple Says IDFA Changes Will Go Live ‘In Early Spring’ As Tim Cook Denounces The ‘Data Industrial Complex’

Published by AdExchanger

After leaving developers on tenterhooks for months, Apple finally shared its broad timeline for AppTrackingTransparenency (ATT) implementation in a blog post on Thursday, which also happens to be Data Privacy Day, an annual international event that aims to raise awareness and promote privacy and data protection best practices.

“If we accept as normal and unavoidable that everything in our lives can be aggregated and sold, we lose so much more than data,” he said during a virtual panel discussion as part of the 2021 Computers, Privacy and Data Protection conference. “We lose the freedom to be human.”

“Technology does not need vast troves of personal data stitched together across dozens of websites and apps in order to succeed,” he said. “Advertising has existed and thrived for decades without [that].”

↪ Read the entire article


How DTC brands will approach physical retail in 2021

Published by Retail Dive

“Direct-to-consumer brands obviously found great traction and great success through their e-commerce and digital platforms. But that has become a pretty crowded space,” Tyler Higgins, leader of the retail practice at AArete, said. “They started to realize that even despite the pandemic — the pandemic definitely slowed everybody’s plans down — that brick-and-mortar stores hold just some unique value that is near impossible for them to gain just through kind of a digital footprint.”

Brick-and-mortar stores are “brand-building locations,” Michael Brown, a partner in the consumer practice at Kearney, told Retail Dive. “They need to be in high-traffic, high-density markets of the target consumer to be able to build that brand affinity and that brand experience. They’re billboards.”

↪ Read the entire article

A Cogent Thought:

D2C brands that have ambitions of opening physical locations should ramp up those efforts in 2021 and lock in historically low rent for the long-term.

Physical locations should be a showroom for high touch products, and not loaded with inventory. Brands with small product catalogs should consider the store-within-a-store model that Macy’s, Target, and JCP have been testing out over the last few years.

Mall operators should consider the shift happening with brands, and modify their physical locations to draw in more D2C brands that need smaller stores.


A Cogent Thought:

Facebook doesn’t have the insights to your business like you do, so you need to make sure you make the adjustments that align with your goals, not Facebook’s.

Audiences are your most important asset when it comes to Facebook ads. When it comes to retargeting, Facebook only cares that a user has been to your site. They don’t understand the uniqueness of each user, but you can. Know each user’s intent and take control of your audiences on Facebook.

Facebook is making changes to their setup, because they don’t think the vast majority of marketers are smart enough to control their campaigns efficiently. Facebook should give marketers options, and not force their tools across the board.

Coming Soon: Big Facebook Ads Changes

Published by David Gaughran

There is a big change coming to Facebook Ads which could have a profound effect on the performance of all new and existing campaigns from next month onward. You need to start getting your head around this now as the change is quite unpopular and the workarounds are all a bit… fiddly.

The new feature Facebook is rolling out is called Campaign Budget Optimization. You might have seen it in your account already. It’s billed as a quality-of-life improvement, allowing you to simply nominate a budget for the campaign – and then hand the reins over to Facebook’s friendly neighborhood AI, which will determine how it should be spent. And if you like the sound of that, you trust Facebook’s system a lot more than me.

Facebook is deploying more and more machine learning these days, aiming to simplify the platform to draw in more advertisers and to also cut through some of the ever-growing complexity around Facebook Ads. Or if you want to be a little less kind, they are dumbing down the system… whether you like it or not.

↪ Read the entire article


Podcast of the Week

Jason & Scot Show 

Annual Predictions 2021

Produced by retailgeek

Cogent Takeaways:

Jason’s Predictions:

  • Made to Order apparel business will achieve one hundred million dollars. Made-to-measure, customizable T-shirts.
  • A retailer will offer a viable health insurance alternative to consumers.
  • Ten percent of all groceries will be sold online. One retailer will roll out a micro fulfillment center.
  • Amazon will launch a Shopify Competitor.
  • Retail Media will exceed $20B in Ad Sales.
  • More store closures in 2021 than 2020 (8,731).


Scot’s Predictions:

  • Amazon will announce same day prime shipping.
  • Shopify will launch their own delivery service.
  • Shopify will launch their own marketplace.
  • “Zero friction addiction” sticks and eCom will be %16 of all retail sales,
  • SPAC’s will create IPOs for several digitally native vertical brands (Cosmetics, Health).
  • There will be a post-covid anti-consumerism/materialism wave.

Member Spotlight

Ellyn Savage

VP, Media
@Mindgruve

Ellyn is one of our earliest members, and has been curious about our partners and process since day one. Over the course of 2020, Ellyn and her team have been curious about most of our emerging solutions, and have taken the time to learn about the ones that could be a good fit for Mindgruve’s clients. Although Mindgruve is based in San Diego, Ellyn has been able to attract and train top talent. If you are in need of an agency and don’t want to work with a large holding company, we would be happy to connect you with Ellyn.


Upcoming Industry Events

February 3rd:  CommerceNext Marketing Summit Series 2021

February 2nd-3rd:  MediaPost’s Forecast 2021 


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