Audience Intel Report 55

September 21, 2022

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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Keeping Secrets?

Privacy Concerns Image

New way to take a bite out of an apple? Facebook parent Meta is the target of a nationwide proposed class action in California federal court. A Facebook user is alleging that the platform is employing an undisclosed JavaScript code as a workaround to recent privacy restrictions imposed by a recent Applie iOS update. 

You can believe us. In answering governmental inquiries, representatives of popular social platform TikTok dismiss concerns that the app can both collect biometric data and record keystrokes, saying that both sets of data remain local on users’ phones and are not shared with the company.

Ups and Downs

What will it take to put you in this car today? There are fewer cars on lots, but the advertising to sell them is booming. Franchised dealerships boosted year-over-year spending in the first half by 4.2% to a total of $4.26 billion. That’s the strongest number in the past three years.

Tell me something I don’t know. It’s no secret that ecommerce boomed during the recent health scare, but it’s continuing its growth into 2022 according to eMarketer. Projections show retail ecommerce on track to expand by about $90 billion from 2021 to 2022.

Ecommerce growth chart

Analytics in the hot seat. On the heels of a survey revealing that marketing analytics are only influencing about 53% of decisions, Gartner is also predicting that about 60% of CMOs will cut the size of their marketing analytics department “because of failed promised improvements.”

Luxury on the uptick. Despite economic headwinds, many luxury-goods marketers are adding cash to marketing budgets across categories. The Wall Street Journal reports that global luxury goods revenue will increase from $309.6 billion last year to $349.1 billion in 2022, according to market-research firm Statista Ltd.

Surfing New Waves

Splashing in the Amazon. Amazon’s first Thursday Night Football went off without a hitch. The game streamed successfully without any crashes or issues – a good sign for the decade long deal. From the prime logo in the corner, Audible-sponsored segments, a plethora of Amazon commercials, and even Bezos sightings, there was no mistake it was an Amazon production.  

Big names getting on board? For direct-to-consumer products, a new report by Triple Whale finds TikTok to be the most valuable platform, surpassing Facebook. The report also found that brands generating $1 million to $5 million annually in revenue are “buoying TikTok platform usage and driving up aggregate spending, rather than larger brands.” These brands have the flexibility and ability to invest in the strategy.


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