Alaris Consulting Group in Shanghai published a report Sunday predicting trends and outcomes in business and geopolitics in China for this Year of the Rabbit.
What do you do if your company is being described as "stodgy" by Millennials? How do you attract a younger audience without alienating your Gen X and successful Boomer clients? That's what Windermere
Real Estate was facing. With a nearly 50 year legacy and flashy brands like Zillow and Redfin invading their space, Windermere needed to step up their game. Easier said than done when your budget
is limited, and you're up against VC-backed and publicly traded companies with plenty of money to spend. So they needed to get creative and find a space where they could stand out. That space was
Spotify. The music platform, a favorite among Millennials, gave Windermere the space to create their own branded station with home-themed playlists that could appeal to all generations. Spotify
also provided branded QR codes to directly engage consumers with Windermere's station in an off-line environment, i.e. OOH, business cards and TV ads. Since launching their branded station,
Windermere has earned more than 100K monthly active users and seen an 18% increase in direct traffic to their website. Spotify now plays an integral role in Windermere's media strategy.
Marketers targeting ads locally have a new type of reference tool. Yelp and Zillow announced a partnership Wednesday naming the top U.S. metro areas for digital nomads, as the prospect of permanent
work-from-home agreements becomes more likely.
This year's increases won't be enough to wipe out 2020's losses. The ad marketplace won't grow larger than what was seen in 2019 until 2022.
Racial sensitivity and brand safety were the focus of major changes in the ad industry in 2020, which will manifest in the ways consumers bond with brands in 2021.
Out-of-home ad spending rose 7.7% during Q2 2019, according to an analysis of data from Kantar Media released Wednesday by the Out-of-Home Advertising Association of America. The second quarter
signals an acceleration of growth for the U.S. out-of-home ad industry, which posted a first-half gain of 7.0%, according to the OAAA analysis.