Our own CEO and thought leader Frost Prioleau was recently featured in this video interview with Beet.TV: National is Now Local: 2020 Ad Trends with Simpli.fi’s Prioleau.
We’ve all seen how the industry has been affected by the COVID-19 pandemic. But we’re finally seeing some light at the end of the tunnel. In this interview, Beet.TV sits down with Frost to take a deeper look into current ad trends and which sectors are showing signs of returning to normal. Check out some of the highlights below.
On Spending Returning
Said Frost: “Starting in mid-March, we saw a downdraft, with advertisers, pausing, pulling, changing creatives, that sort of thing. The good news was, we saw that bottom out in April… it’s all heading back to the right direction.”
Frost also pointed out that automotive, food, restaurant, and healthcare advertisers are “coming back nicely.” According to eMarketer, 2020 U.S. retail sales will dip 10%, while ecommerce sales will climb by 18% to comprise 14.5% of total U.S. retail sales.
On National is Local
Frost observed that the recent situation has forced advertisers to reassess the audiences they are going after, driven partly by state-by-state lockdown restrictions and reopening procedures.
Said Frost: “We see a lot of national advertisers acting locally because, all of a sudden, what they were thinking of as the national ad buy, they may have very different priorities as different parts of the country are opening up. And so they want different messaging in different parts of the country. Sometimes, they want to be running campaigns or not running campaigns in different parts of the country. So we see a lot of national advertisers taking their campaigns and acting more locally with them.”
We see a lot of national advertisers acting locally because, all of a sudden, what they were thinking of as the national ad buy, they may have very different priorities as different parts of the country are opening up. And so they want different messaging in different parts of the country.
On the OTT/CTV-Driven Presidential Election
According to Frost, the idea of targeting individual households with connected TV ads has matured tremendously in recent years, but still has a way to go. We’ve already seen the quality of inventory improve significantly, just as it did in the evolution of standard display and mobile advertising.
Regarding the 2020 U.S. presidential election, Frost thinks it “will really be defined by the way candidates use connected TV.” He also pointed out that the campaign will see advertisers target households by party affiliation, with the ability to track ad views through to subsequent candidate donations, sign-ups, or other actions.
As Frost stated, national truly is the new local. To begin utilizing a programmatic solution that takes into account what’s happening in different states and regions during economic reopening, reach out to us at firstname.lastname@example.org.