McDonald’s and Walmart blend creativity with commerce

McDonald's, Walmart on the ROI upside of creative paths to purchase

?By Chris Brooklier

• More and more, brands are focusing on creating an entertaining customer journey to get business results. The traditional silos between commerce and creativity are coming down, as marketers use data-driven insights to understand what audiences are craving.
• Around 20% of McDonald’s sales from its limited release of the Grimace Shake came from earned media, according to CMO Morgan Flatley.

?? Lightbulb moment

“When we immerse our brand in culture and we connect with consumers in culturally relevant ways, that’s going to drive really strong outcomes.”

—?Ian Borden, CFO, McDonald’s

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U.S. political CTV ad spend projected to grow by 600% this presidential election cycle

?By Chris Brooklier

• Political CTV ad spend in the U.S. is projected to increase 600% from 2020 to 2024 to $1.56 billion, according to Emarketer.
• While broadcast TV is still the dominant form of advertising in the political space, the traditional channel leaves more risk of duplicated reach and wasted ad spend, while streaming offers highly targeted ways to reach potential voters of all ages.

?? Lightbulb moment

“[CTV is] certainly the fastest-growing line item on almost any political budget at this point, with broadcast relatively stagnant [and] linear [TV] losing ground.”

— Tim Cameron, co-founder and CEO, FlexPoint Media

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Nine’s programmatic boss Jordan King on the future of Australian TV?

By Zac Wang

• Jordan King, director of programmatic and digital sales at broadcaster Nine, discusses the value of premium content and why advertisers should be open to “positive wastage.”
• Connected TV ad spend is on the up in Australia: 70% of the country’s independent media agencies polled recently predict ad spend in the channel growing at least 25% this year.

?? Lightbulb moment

“There’s nothing like TV to build brands — it’s done it for 60 years. BVOD [broadcast video on demand] is the natural evolution.”

— Jordan King, director of programmatic and digital sales, Nine

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Advertisers, publishers and retailers across Asia-Pacific bet on UID2

By Zac Wang

• UID2’s universality appeals in a fragmented privacy market like the APAC region.
• Publishers see higher CPMs as advertisers tap into increased precision and relevance.

?? Lightbulb moment

“What's significant about UID2 is that it works, not just on certain browsers but everywhere on the web, on any smart TV, in digital audio and on mobile apps. No matter where our audiences are, we can reach them in a way that respects their privacy.”

— Nidarat Urailertprasert, digital marketing, media, dcommerce and data lead, Unilever Homecare Southeast Asia

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