When Super Bowl ads are sold at a massive price of $6.5 million per 30-second slot, it’s easy for TV advertising to gain a reputation as being too expensive for many businesses to consider. This is particularly true for small, local businesses, which often write off TV ad options based on the assumption that this ad channel won’t fit into limited advertising budgets.
Online video, mobile devices and subscription-based streaming have completely reshaped the TV advertising landscape. While TV audiences have been fragmented across many different platforms and viewing modes, online video has grown more valuable to brands seeking out cost-effective options for reaching a targeted audience.
Live streaming for sporting events has been widely available to consumers ever since Hulu began offering live sports as part of its new live TV streaming service in 2017. But it’s taken a few years for the masses of sports-viewing audiences to embrace viewing options outside of their traditional broadcast and cable TV options.
As third-party cookies have come under fire for their privacy infringements, a number of major tech brands have promised to move away from cookies in the coming years. At the top of that list was Google, which had committed to phasing out third-party cookies and coming up with alternative solutions to providers.
As consumer technology and media experiences evolve, so do the strategies and trends shaping the best practices of digital media partners. No matter what kind of success your digital advertising has achieved in the past, rapidly evolving technologies, platforms, and consumer behaviors are creating constant change that needs to be accounted for when developing and optimizing those digital ad strategies.
Most businesses—particularly local businesses—experienced economic disruptions and uncertainties as a result of the pandemic starting in March 2020. But the recovery from this economic hardship has been different for every business and industry, especially since the severity of that hardship—and the challenges in building back after business disruptions—has varied so much from one business to the next.