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Procter & Gamble, Airbnb, other larger advertisers, see marketing opportunity amid inflation pricing

Advertising is more strategically important than ever because marketers need to push through larger than expected price hikes on the back of their strong brand.
November 09, 2022

Procter & Gamble, Airbnb, other larger advertisers, see marketing opportunity amid inflation pricing

Whisper it — because this unstable economy hasn't kept anything true for too long — but larger advertisers are seemingly looking at advertising less as a cost, more as an investment.

Additional coverage:

Digiday presents Future of TV Week

Digiday's Future of TV Week continues today with the Digiday Future of TV Advertising Forum. Yesterday, our town hall gave attendees a chance to connect, share their biggest challenges and discuss solutions. You can find more about it below. Here's what else is coming up:

  • Beginning today at 12 p.m. ET, the Digiday Future of TV Advertising Forum will offer insight into how Dentsu, Anheuser-Busch and GroupM are adapting to the TV ad market's transformation. If you haven't already, RSVP here.
  • In yesterday's Future of TV Town Hall, we heard about programmatic problems, Netflix and identity issues. Digiday+ members can access the key takeaways and quotes in this week's Future of TV Briefing.
  • Tomorrow's Future of TV Programming Forum will go deep on producing shows and short-form video, distribution across platforms and much more. RSVP to join us.
  • ICYMI: Be sure to check out our coverage from this week, including yesterday's look at the political ad uptick for CTV driven by the midterms.
Other things to know about
  • In case you missed it, check out Digiday's 2022 Media Agency Report to dive deep into the state and future of the media agency, client spending, staffing and beyond.
  • For advertisers in the CTV space, tactics like QR codes and voice-to-action commands are effectively elevating audience engagement. Sponsored by Tremor International.
  • What channels and formats are you using to secure buy-in with the premium video? Tell us in this survey and we’ll send you a $5 gift card. Sponsored by Amobee.

Top Stories
Advertising is more strategically important than ever because marketers need to push through larger than expected price hikes on the back of their strong brand.

howdy!
This week’s Future of TV Briefing recaps the top talking points from yesterday’s Future of TV Week Town Hall.

As audience behaviors change and technologies evolve, brands are turning to new conversion metrics and strategies to protect their advertising spend.

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Media buyers are becoming more choosey, especially in the face of potential global recession, here’s how advertisers are deciding what will and won’t make the cut

As a broader range of marketers engages in TV and CTV campaigns, searching for platform-agnostic partners has become essential to advertiser success.

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It can be difficult to hold organizations accountable when it comes to diversity and inclusion, but the 4A’s Foundation has a group to help agencies do just that.

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Television audiences are becoming more fragmented, as viewers have more options to experience curated programming.

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With JoJo Siwa as the brand ambassador for Ocean Spray’s 110th anniversary celebration this holiday season, TikTok is Ocean Spray’s go-to platform for appealing to the Gen Z audience, which is why they have partnered with the YouTube star to create engaging content.

howdy!
CTV
This campaign season, advertisers have been spending more to reach people across CTV devices.

All Latest Stories

Semafor's revenue strategy will be reliant on the relationships that the company's CRO and sales team will be able to forge with advertisers.
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Key phrases

TV Week Town Hall top talking points potential global recession Gen Z audience political ad uptick TV ad market TV Town Hall TV Programming Forum TV Advertising Forum other larger advertisers

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