Apple is making massive changes to the settings on iPhones, all in the name of privacy. This move will fundamentally change mobile advertising on those devices by taking a privacy option, which up until now was hidden deep in users’ phones, and displaying it prominently when they open an app. This is expected to dramatically impact the way advertisers target ads and a lot of companies are scrambling to figure out how best to move forward without breaking the new rules and getting kicked out of the Apple App Store.
Not since the 60's has a nation had so much pent up tension and longing for intimate connection - and back then, the only place you could swipe right was a rotary phone. Now, love is just a click away! Well, except for that whole pandemic-quarantine thing? But all that is about to change. It's been a long year, and the dating apps are preparing for "single and ready to mingle" to transition into, "vaccinated and ready to get the hell out of my house and meet someone who hopefully looks like their profile picture!" Or, some version of that, anyway.
Digital advertising plays an essential role in the modern-day brand’s success, from revenue and customer growth to driving brand awareness throughout a company’s lifecycle. After a tumultuous year, several technology companies entered 2021 with plans for an IPO. One of the most anticipated brands to go public in 2021 was Coinbase, the largest cryptocurrency exchange in America.
As of April 19, all US adults are now eligible for the COVID-19 vaccine. This marks a huge milestone in the vaccination effort, and comes ahead of the May 1 deadline President Biden had originally set. We know from CDC data that 134.4 million Americans have received at least one dose of either the Pfizer, Moderna, or Johnson & Johnson jab.
Up until recently, cruises were the fastest-growing segment of the travel industry. But as the world closed its borders in response to COVID-19, the fallout created an elevated level of concern amongst the public surrounding the health and safety aboard cruise ships. As expected, there's been a significant financial impact for all cruise lines, making it challenging for these brands to attract travelers and thus result in closures.
As we Tweet and ‘gram our way into another year, social advertising remains a top focus for brands. In fact, top advertisers across verticals spending an average of 60-70% of digital budgets on social channels. But after a year fraught with a pandemic, a presidential election, and continued conversations of racial and social injustice, advertisers have been faced with a choice to join the conversation, or stay silent.
There's been no shortage of content to watch as the streaming platforms have exploded during the last year. And, although most people have been able to watch movies on their TV's or phones, in the comfort of their living rooms, there's just nothing like the experience of a darkened theater, 30 foot screen, body-shaking surround sound, and a bucket of buttery popcorn that gives you a stomachache near Act III. And as we round the corner back to normalcy, we take a look back at how movie theaters digital marketing reacted and adapted to the pandemic.
The coronavirus forced people to reconsider and even scrap their vacation plans altogether. While reservations through short-term rental sites like Airbnb and VRBO plummeted 47% from January to April, bookings slowly recovered in the following months. Experts theorize short-term rentals in remote markets offer a social distance-friendly experience, with multiple bedroom-units and whole homes furnished with full-service amenities, including kitchens, making longer-term stays more convenient.
The streaming wars are raging in 2021 and the arena is stacked with old and new players. Companies are leaning on digital ads to entice new subscribers with exclusive content, new releases, and beloved classics. Paramount+ is the latest streaming company to debut in 2021, replacing CBS All Access as the dedicated streaming platform from ViacomCBS. Paramount+ spent $15M in digital ads from the beginning of the year leading to the launch on March 4th. In the time leading up to the launch, Paramount+ spent more than its peers like HBO Max ($12M), Peacock ($5.7M), and Discovery Plus ($13M).
Like most sports leagues, the NCAA has had to overcome much to execute a full season this year - the pandemic, shuttered schools, covid protocols. But, perseverance and determination has paid off as one of the most celebrated tournaments is set to begin - March Madness! And what accompanies a massive sports competition...Digital Ads, of course.
Even before the pandemic, online mattress shopping was on the rise. According to the International Sleep Products Association, 45% of the mattresses purchased in 2018 were through online sales. Those numbers will surely be higher once 2020 is tallied. Online bed-in-a-box startups, of course, have been challenging the sleep status quo for years. Today there are over 200 online mattress retailers, one for every sleeper — no matter your preferred sleep position, size, material, type, and budget. There are even organic and eco-friendly options for a greener sleep.
The commercial aviation industry is attempting to make a comeback from its pandemic-induced fallout. Despite favorable tailwinds, the road to recovery will almost certainly drag into 2021 and beyond. After a staggering drop of more than 60% in 2020, global air travel demand will not likely return to pre-COVID levels until 2022. U.S. air travel volumes are still half the normal levels and aren't expected to pick up until late 2021.
It’s that time of year again. No, we’re not talking about college basketball season — it’s tax season. _Womp womp._ This year, filing your taxes will involve jumping through even more hoops than usual with social distancing requirements, stimulus checks, and unemployment. Tax season officially started on February 12, but TurboTax has already been ramping up for what's ahead, releasing over 100 new creatives since January 30.
Direct-2-consumer (D2C) businesses have grown considerably over the last decade-plus. When companies such as Warby Parker and Allbirds launched, their mission to deliver goods big and small to customers’ front door was a unique option that piqued busy Americans' interest. Today, virtually anything you need or crave is now available for delivery online — dish sponges, glasses, socks, cleaning supplies, mattresses, deodorant, luggage, even your groceries for the week.
Once upon a time, people could only buy deodorant and cold medicine from their local pharmacy or wholesale club. That was then. Now, Consumer Packaged Goods (CPG) have carved out a nice space for themselves in the online marketplace. So much so that close to one in four U.S. households buy their food and beverages exclusively online. Even more, the number of consumers ordering their health and hygiene products online could double within a year.
Ask any Disney Plus subscriber and they'll tell you: the $7-a-month streaming service isn't just for kids. There's something for the whole family from Star Wars and The Mandalorian to Marvel, Pixar, National Geographic, and Disney classics like Snow White. And with everyone cooped up in the house, it's the perfect family-friendly, socially-distanced escape from reality. Let’s go behind the scenes with Pathmatics marketing intelligence to see how Disney promoted its streaming service in 2020. Everything from the brand’s strategy to its top channels and advertisements is outlined below.
New streaming brands such as Peacock TV, Discovery Plus, Apple TV+, and Disney+ have hit the advertising circuit heavily since launching in 2020 — but none (including usual heavy hitters Netflix and Hulu) have spent more in 2021 than HBO Max. In fact, HBO invested 89% of its digital ad spend in January ($53M) in HBO Max ($47M). That’s nearly $20M more than the next highest ad spender of the month, LendingTree ($37M). It’s also more than what Amazon ($35M) spent on digital ads for its entire umbrella of subsidiaries, including Prime Video. And it’s even more than what Procter & Gamble spent last month ($32M) on its entire suite of CPG products.
The Big Game that almost never was - one of the final remnants of 2020 before we can truly look ahead to the new year...or, at least for football fans. A season filled with covid19 restrictions and protocols, multiple team outbreaks, and canceled games, many prognosticators thought we'd never get to the Super Bowl - but here we are! And although we won't see all the ads until the big game, several brands have already released their spots. And, in true 2020 fashion, some brands are doing things a little different this year.
2020 has come and gone in a flash. It feels like yesterday we were introducing this year’s Super Bowl ads and obsessing over March Madness. Now, we’re talking about the biggest Cyber Week on record and the art of copywriting during the pandemic. The year was filled with highs and lows, advertising campaigns never to be forgotten, and ones you wish you could (looking at you, moldy Whopper). Without further ado, check out a few of advertising’s winners and losers of 2020.
Though quarantine is keeping us at home, Americans aren’t worried about getting all dressed up with no place to go. The sneaker craze continues, so top athletic footwear companies are still putting out new designs. Let’s dive into Pathmatics marketing intelligence and take a closer look at how three of the biggest sneaker companies—Nike, Puma, and New Balance—advertised their new products throughout the month of November.
