Rising interest rates and inflation still have some advertisers worried—but that could stand to boost connected TV and social media platforms.

They remain the top two channels in which advertisers say they will increase their investment, according to new data from Advertiser Perceptions, a research firm that tracks the attitudes of marketers and agencies.

The reason for their interest is simple: advertisers perceive the channels as more measurable and more affordable than other platforms, and believe that return on investment is growing, Nicole Perrin, Advertiser Perception’s SVP of business intelligence, told Marketing Brew.

“Advertisers are really looking to reach the right people, prove that they did so, and that it worked, and to do both of those things at a price that works for them,” Perrin said.

The data, collected through more than 300 interviews with marketer and agency executives, found that just over half of advertisers planned to increase their spending on social media, and 54% of advertisers said they planned to spend more on connected TV in 2023.

Agencies were more likely to have plans to increase their spending on connected TV (61%) and on linear TV (36%) than marketers, a dynamic that Perrin said was due to the fact that many CTV channels are managed by broadcasters who have long-standing agency relationships.

Continue reading here.—KS

The secret to gaining brand fans and building customer loyalty? No, it’s not pricey giveaways or zany marketing stunts. It’s offering your customers a special, personalized experience.

And Salesforce has all the deets in their new ebook, Customizing for Every Customer. In it, they’re giving tips on how to:

• create personalized experiences with data, AI, and machine learning
• increase the ROI of every site visit
• build customer loyalty with trust

Get the ebook to learn how to personalize *beyond* segmentation—and watch your customer relationships (and your business!) grow.

Meet them where they are. Download the ebook on customer customization.

The new Bachelor may be golden, but representation in the ad industry isn’t quite as bright.

A new study from data platform CreativeX found that only 4% of people cast in ads in 2022 were over the age of 60. The study analyzed more than 126,000 ads representing $124 million in ad spend across CPG, food and beverage, healthcare, and alcohol brands.

Of those aged 60+ that were cast, less than 1% were in roles that placed them in a professional or leadership setting. Around 65% were shown in family and domestic situations. According to CreativeX, those in the 60+ demographic make up around 16% of the population and 25% of global spending power.

Zoom out: Despite “granfluencers” being on the rise and some brands making an effort to be more age-inclusive, it seems the industry at large has a ways to go in representing older adults—especially women. Previous research from CreativeX found that women over 60 make up less than 2% of people in ads, and less than 1% of those who are shown were in a leadership or professional role.

And it’s not just the 60+ crowd: A few years ago, AARP research found that even though a third of the US population is over the age of 50, this group only shows up in 15% of media imagery.

Still, there are some bright spots: Brands are reportedly seeking older influencers, and creators like Kim Hale, who appeared in a Home Goods ad in Times Square earlier this year, are showing people that it’s never too late to start.—KH

Each week, Marketing Brew recaps what people are talking about on social media, the trends that took over our feeds, and how marketers are responding.

Severance: Earlier this week, a former social media manager for the NBA, Dean Joannou, posted on the company Facebook page that the company “overextends its social media employees greatly to the detriment of their health and social lives.” He cited things like working 14-hour shifts and not getting insurance until 90 days on the job as examples. While some social media users said the move was an example of what not to do as an SMM, others seemed more empathetic.

This sh*t is bananas: People on TikTok are wondering why Banana Republic is shipping some products in what is essentially a cardboard scroll, with one user calling it the “CVS receipt of boxes.”

Benef-It Girl: Alix Earle, dubbed the latest “it girl” on TikTok with 5.7 million followers, created a free collab kit with Benefit for anyone spending more than $60 on the brand’s products at Ulta. One user said it was time to stock up on new products “because Ms. Alex told us to.”—KH

This card has wings. Biz owners: Wanna maximize travel rewards? Check out the Southwest Rapids Rewards™ Premier Business Credit Card from Chase. It offers enticing perks and rewards you can use for business travel. Now through August 28, the card comes with a superrrr enticing welcome bonus offer. Wanna know the deets? Learn more.

Accounts subject to credit approval. Restrictions and limitations apply. Cards are issued by JPMorgan Chase Bank, N.A. Member FDIC. All Rapid Rewards^® rules and regulations apply and can be found at Southwest.com/rrterms.

There are a lot of bad marketing tips out there. These aren’t those.

Hit and miss: TikTok shut down its Storefront feature. Here’s what that means.

Round and round: Tips for boosting engagement on LinkedIn using carousel ads and posts.

No, not the emoji: If you’re confused about Hugging Face, the AI startup that’s now valued at $4.5 billion, this might help.

Stan status: Turning your customers into loyal brand fans starts with Salesforce. Check out their new ebook for all the details on customization—and how to achieve it with a li’l help from data and AI.*

Starring role: Ever wonder how brands select and approach their ambassadors? Learn the ropes of reaching A-listers, influencers, and everyday personas in the latest Marketing Brew article, sponsored by Listrak.*

^{*A message from our sponsor.}