Active International
The corporate trade leader for four decades, we enable companies to maximize the value they receive for assets, increase their return on ad spend, and generate funding for unbudgeted expenses through innovative solutions.
November 10, 2021 HOLIDAY DATA HUB
Marketing charts compiled five years of holiday NRF data (including the results of a survey fielded in October) and other sources for their Holiday 2021 Data Hub. Look for it to be updated throughout the next few weeks with other “key points from holiday-related research.” Other links include reports from Deloitte, PwC, Adobe Analytics, and more. (Marketing Charts: 11/10/21)
ADVANCED TV
An Advertiser Perceptions survey of marketers and agency executives found that over half of all respondents (56%) expect to spend more on CTV in the next twelve months, while 42% intend to stay at the same level of spending, and only 2% o will decrease their CTV spending. On average CTV makes up one-third of all respondent budgets, with 92% of them buying programmatically in the past year. Digital video budgets appear to be the most likely source of funding; ranked number one, on top of the “general advertising budget”. (Mediapost: 11/8/21)
Networks and stations are turning to advanced advertising technology to better “deliver the incremental reach advertisers crave and more immersive experiences for viewers”. Competition from digital media is fierce at a time when broadcasters are shifting to streaming as consumers cut the cord and the pay-television universe is evolving. The article briefly describes five advertising trends worth watching: “The rise of connected television”, “The reinvention of data”, “blockchain”, and “The race to secure Gen Z”. (TVTechnology: 11/4/21)
SYNDICATION NEWS
The executive producers of The Ellen Degeneres Show are shopping a pilot from Jennifer Hudson. The daytime talker from Warner Bros. is being pitched to stations for debut next fall. Their ideal slot is an afternoon pairing alongside NBCUniversal’s Kelly Clarkson on the NBC-owned stations and affiliates. Clarkson’s show, now in its third season, has been renewed through 2023, and will take over Ellen’s times next season, after Ellen concludes its run. New production slowed dramatically since the start of the pandemic, and the Jennifer Hudson project is the first daytime talk show making the rounds. In other news, Tamron Hall will run through the 2023-24 season (it’s fifth), airing on ABC-owned stations. (NextTV: 11/8/21, 11/5/21)
LOCAL NEWS: HONORING OUR VETERANS
This Thursday is Veterans Day, and local news is a key source for informing viewers on how they can show their support. From sharing parade information, to promoting specials & discounts for veterans, to announcing other, in-person and online events, local news is a valuable resource for brands, businesses, and the community.
Along with Alan Elkin, Arthur co-founded Active International in 1984. Since its inception, the company has been recognized as the global leader in Corporate Trade and maintains a footprint in 12 countries.
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