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Because the cookie continues to crumble…

The character of focused advertising within the cookie-less future is coming into focus: “Verizon Media has reached a deal to convey particular person shopper card knowledge from Catalina into programmatic digital advert buys for packaged-goods entrepreneurs,” Ad Age’s Jack Neff reports, “giving it the primary demand-side platform powered by offline and on-line gross sales knowledge from Catalina’s 236 million shopper playing cards. The transfer comes as entrepreneurs put together for the lack of cookies and different particular person identifiers inside Google’s Chrome browser.”

Important context:  “Buy knowledge like Catalina’s can be essential in concentrating on so-called ‘moveable center’ shoppers—persuadable of us who fall between loyalists and people who by no means purchase a model’s merchandise,” Neff notes.

Hold studying here.

See additionally:  “Google’s Ad Changes Prompt Big Brands to Revamp Data Strategies,” from The Wall Avenue Journal.

Some excellent news for the promoting {industry}

“Employment in promoting, public relations and associated companies rose by 2,200 jobs in March,” Ad Age Datacenter’s Bradley Johnson reports. “The job good points got here as U.S. employers final month added 916,000 jobs, the largest month-to-month improve since August, in keeping with the month-to-month employment report from the Bureau of Labor Statistics.”

Drilling down:  “Digital media continued to be the advert {industry}’s brilliant spot, with web media staffing breaking a brand new report,” Johnson notes.

Hold studying here.

Important context:  “How the top five agency holding companies cut more than 22,000 jobs in 2020,” additionally from Datacenter’s Johnson.

Hummer hype

GMC has been hyping the upcoming Hummer EV because the fall, and over the previous week the model has been airing a brand new collection of hyperdramatic teaser TV commercials main as much as the official reveal slated for Saturday. The cinematic-style spots present scenes of on a regular basis individuals taking pause—of their properties, in a espresso store, exterior—as they sense one thing dramatic is about to occur. We additionally get pictures of rolling storm clouds and a meteor plunging towards Earth, underscored by a canopy of Led Zeppelin’s “Immigrant Song” by Karen O with Trent Reznor and Atticus Ross. “THE NEXT ALL-ELECTRIC SUPERTRUCK IS COMING” seems in all-caps on display screen at one level, and an announcer notes that you may “reserve yours April third.” You may see one 30-second model of the teaser marketing campaign here.

How’s this method working? In response to knowledge from Ace Metrix shared completely with Datacenter Weekly, it’s working fairly properly up to now. Ace, the analytics firm just lately acquired by iSpot.tv, conducts in-depth client opinion surveys surrounding most main advert campaigns that get nationwide TV publicity. The corporate says the installment of the Hummer EV marketing campaign linked above is one in every of its high 10 “Breakthrough” adverts for March 25-April 1, that means it broke by way of the litter for survey respondents—most notably performing above auto-industry norms when it comes to consideration and likeability. Among the many verbatim responses submitted by these surveyed:

“Tone and scene seize consideration and hold me anticipating what it’s, making me need to know extra. Provides you simply sufficient data to get intrigued and do your personal analysis.” —a feminine within the 21-35 age group

“The advert positively grabbed my consideration, first with the music, after which with the vivid visible scenes, much like an alien invasion or one thing tremendously essential impending.” —a male 50+

“The advert begins off actually ambiguous, which caught my consideration. The music may be very intense.” —a male 21-35

“I appreciated the intelligent utilization of a storm to point out how highly effective the electrical automobile is. It was enjoyable to look at and really memorable.” —a feminine 21-35

“It will get your consideration visually immediately. … It retains your consideration until the top.” —a feminine 36-49

“I liked the music video look of the advert. I’m glad electrical vehicles are being offered as ‘cool.’” —a feminine 50+

See additionally:  “No more gas stations? This electric vehicle charging provider is ramping up ad sales in anticipation of a fuel-less economy,” from Advert Age.

ICYMI

“Worldwide advert spending for 23 journey corporations analyzed by Advert Age Datacenter tumbled 60.2% in 2020,” Datacenter’s Bradley Johnson reports. “The drop in advert spending tracked intently with income, which sank 61.5%.” 

Johnson goes on to supply a deep dive into advert spending by a spread of travel-related sectors, together with airways, accommodations, automobile rental corporations, cruise traces and casinos. Hold studying here.

A key takeaway:  “There are hopeful indicators for journey this 12 months, together with a rise in airline site visitors and rising bookings at main theme parks,” Johnson provides. “Shares have rebounded as buyers wager on a restoration in journey.”

This simply in:  “Fully vaccinated against COVID-19? CDC says it’s OK to resume travel,” per USA At this time this morning.

Simply briefly

Information-driven:  “Bloomberg Media readies first-party data play,” from Advert Age.

Apple cored:  “Apple rejecting apps that collect data for ‘device fingerprinting,’” Apple Insider studies.

Information deal:  “National Football League agrees to data rights deal with Genius Sports,” per CNBC.

It simply works:  “CDC Data Suggests Vaccinated Don’t Carry, Can’t Spread Virus,” New York Journal studies.

ICYMI:  “Small Agency Awards entries are now open,” from Advert Age.

The e-newsletter is delivered to you by Advert Age Datacenter, the {industry}’s most authoritative supply of aggressive intel and residential to the Advert Age Main Nationwide Advertisers, the Advert Age Company Report: World’s Largest Company Firms and different unique data-driven studies. Entry or subscribe to Advert Age Datacenter at AdAge.com/Datacenter.

Advert Age Datacenter is Kevin Brown, Bradley Johnson and Catherine Wolf.

This week’s e-newsletter was compiled and written by Simon Dumenco.