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DIAL: Digital Innovations Awesome List (May 2021)

At Centro, we know that keeping up with the trade pubs and latest trends can be tough and time-consuming. To make that easier, we’ve compiled all the articles, reports, and other bits of awesomeness you may have missed, but should definitely read. Enjoy our latest list below!

10 Psych Principles to Attract and Grow Your Audience [:12]

Paid media often drives to owned media, particularly in the B2B space. While content marketing tactics and times change, one thing remains constant – human behavior. This article breaks down 10 ways marketers can attract and convert more of their audience by anchoring their strategy to human psychology.

CMO Tenure Slips to Just 40 Months–the Lowest Average Since 2009 [:03]

According to the new research, the average tenure of chief marketing officers at 100 of the top US ad spenders fell to 40 months last year, down from 41 in the year before and the lowest average since 2009. The report also delivered some good news, with the proportion of female chief marketing officers rising to 47% last year, up from 43% in 2019 and 36% in 2018.

Amazon’s Ad Business Grows 73% To $6.9B In Q1 [:02]

Amazon’s “other” segment, which houses its advertising business, continues its monstrous growth. While Amazon’s ads business grew over the last year due to traffic increases, its ad products have also improved. On its most recent earnings call, video product listings were called out as an area of creativity and growth, as well as the company’s use of deep learning to make ads more relevant to users.

U.S. Now Has More Streaming Subscriptions Than People [:01]

There are now nearly 340 million subscription contracts to OTT streaming services in the U.S., exceeding the country’s 330-million population, according to a new report. The average U.S. consumer subscribes to 4+ subscription VOD services, and one-quarter subscribe to five or more.

In the Roaring Twenties, Ads Make a Comeback {:06]

While digital media executives scrambled to tell their boards about new subscription products last year,  something strange happened: Their old advertising businesses exploded as consumers stayed home and shopped online.

Now, travel companies, liquor companies and basically everyone else hoping to capitalize on the marketing dream of a post-pandemic Roaring Twenties economic boom have begun to pour money into advertising on virtually every platform, but digital media most of all.

Confused About Identity? This List of 80 Identity Partners May (Or May Not) Help [:02]

80 identity solutions are vying to fill the void left by third-party cookies, according to analysis by marketing trade group MMA Global and Prohaska Consulting. The solutions providers come from various backgrounds.

Besides the Google-Facebook-Amazon triopoly, the list includes media companies with proprietary identifiers (NBCUniversal, NewsPass ID), DSPs, SSPs, agency-owned data companies (Publicis’ Epsilon, Merkle’s Merkury), TV manufacturers (Vizio, Samsung) and even payment processors (Visa).

Perfect Your iOS 14 Opt-In Strategy with Pre-Permission Prompts Built with Context and Trust [:05]

With ATT, advertisers can continue to receive deterministic attribution data and carry on with segmentation and retargeting efforts—they just need to focus on building customer relationships based on trust. This article offers some practical tips on best practices. Also, see this gallery of App Tracking Transparency (ATT) prompts for inspiration.

First-Party Data Is a Good Start But It’s Not Enough [:02]

First-party data is the lifeblood of any brand’s marketing efforts, and 86% of the marketers surveyed for this year’s Nielsen Annual Marketing Report recognize its importance. But overall confidence in data quality is universally low, with 41% of the marketers at large companies viewing data accuracy as a challenge.

Facebook’s Clubhouse Competitor is Coming This Summer [:03]

Over the next few months, Facebook is going all in on audio. The company announced multiple products that emphasize voice content over text, images, or video. Most notably, Facebook is preparing to launch a competitor to the buzzy social audio app Clubhouse, with a feature called Live Audio Rooms.