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If viewers leave TV behind over the summer, how will advertisers and planners adapt? With vaccination drives making progress in the US and UK, and summer weather offering consumers distractions away from their living rooms, the high viewing figures we’ve seen for TV – both streaming and linear – are likely to dip. This moment will provide an opportunity to find out whether more telly-watching has become a permanent habit or not for viewers, but it also poses a question to advertisers and brands using TV to reach the public: how do media equations change when consumers have somewhere else to go? ....
In the UK programmatic landscape, private marketplaces prosper and open exchanges stall Download Share UK programmatic digital display ad spending increased in 2020, despite the incredibly challenging conditions. The shift to programmatic trading will further accelerate this year, but certain methods are performing better than others. Social media use played a significant role in driving programmatic direct’s continued growth and dominance through the pandemic we consider social media ad buys as transacted almost exclusively via programmatic direct. At the other end of the scale, though, open marketplace trading faced a difficult 2020, and things won’t improve much in the coming years. ....