Audience Intel Report 12

August 12, 2020

Industry Insights Marketing Tactics RCG News

This ongoing report on consumers provides valuable advertising and media news for marketers and advertisers. We curate stories of interest and insight. Use the button below to have each Audience Intel Report delivered directly to your inbox.

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The Big Picture

Are marketers “majoring in the minors?” A recent MarketingWeek column makes the argument that chasing ever-narrower segmentation can actually cost marketers greater success. Focusing on larger similarities of potential customers can create bigger pools of prospects and helps you avoid missing opportunities.

Recent big wins for big advertiser. Procter and Gamble, which famously cut back on targeted digital in 2017 in order to focus on reaching a broader audience, has had a big first half of 2020. Now, for the first time in four years, the consumer products giant is boosting adspend by 8%. The P&G chief executive notes that their advertising “… has been increasingly effective at growing markets and building our business.”

Will podcast ad revenue hit the big “B?” Advertiser spending on podcast placement is being predicted to jump by 45% in 2021, surpassing the $1 Billion mark for the first time. If this growth occurs, it will give podcasts about 21% of the U.S. digital radio ad market.

More Signs of the End Times?

Mac and cheese for breakfast. Kraft Mac & Cheese is positioning its iconic blue box dinner as a breakfast item for busy parents. The effort includes a 30-second video ad and limited-edition packaging. The campaign was inspired by recent research showing 56% of parents polled have begun using the dinner staple as a breakfast option more often.

Cats and dogs, living together. Now in its sixth year, Clear The Shelters Month runs the entire month of August. The national campaign estimates that more than 400,000 pets have been placed in forever homes through the effort.

Cars talking to each other. As 5G is promising the “Internet of everything,” a recent industry group meeting has set standards for V2X. Short for “Vehicle to Everything,” the technology makes it possible for cars to “converse” with each other, street signs, traffic lights and even the road itself if all are link-enabled. Standards will assist with adoption and help create a market for the tech that is expected to exceed $10 Billion by 2025.


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