Adomotive Insider brings you media insights on the programmatic landscape.
  Volume 2 Issue 7
July 27, 2023
Evolving Brands’ Measurement Experience With All-New Spotify Ad Analytics
As digital audio continues to boom, advertisers and publishers need modernized tools to understand the impact of their ad investments.


The Insights: Spotify has announced Spotify Ad Analytics (SpAA), a tool that allows advertisers to better understand the data behind their ads. It’s common knowledge in the advertising industry that digital audio advertising measurement lags quite a bit behind other digital channels. Last year, Spotify acquired Podsights to better help measure impressions, reach, frequency, and other metrics. As of June 2023, Podsights is now Spotify Ad Analytics. Advertisers and publishers can now measure real-time conversion tracking and attribution. This will help provide advertisers with insights, discover what strategies are working, and better understand the value of their investments on the Spotify platform.
Introducing Threads: A New Way To Share With Text
Mark Zuckerberg just announced the initial version of Threads, an app built by the Instagram team for sharing with text.


The Insights: In 2023, Instagram released Threads, a separate application for real-time updates and public discussions, enabling users to express themselves via text. Users can log in with their Instagram accounts, carry over their credentials, and follow people who share their interests. Threads offer posts up to 500 characters long, with photos and videos up to 5 minutes. It comes with safety and user controls similar to Instagram. Instagram is also planning to make Threads compatible with ActivityPub, an open social networking protocol, to enable interaction with other compatible apps. The app is available in over 100 countries and is undergoing continuous improvements.

The Evolving Programmatic Landscape
Programmatic platforms are increasingly preferred by those who insist on transparency and control over their own ad placements.


The Insights: An emerging trend is the increasing number of marketers choosing to take programmatic advertising processes in-house, investing in data and technology to facilitate self-serve programmatic placements. A study conducted by StackAdapt and Ad Age Studio 30 has revealed valuable insights into the rising adoption of digital advertising and the prominence of self-serve platforms. Marketers are increasingly drawn to programmatic advertising for its advantages, such as in-depth analytics, precise targeting options, effective audience-building capabilities, streamlined campaign management, and access to premium inventory. Additionally, the significance of online sales metrics is witnessing a substantial rise as a pivotal measure of campaign success, indicative of a strategic shift towards measurable revenue contributions.
How Abercrombie & Fitch And E.l.f. Beauty Stay Relevant When Marketing To Gen Z
Marketing to Gen Z requires a different approach than marketing to millennials.


The Insights: A recent article on Insider Intelligence explores how Abercrombie & Fitch and e.l.f. Beauty has adapted their marketing strategies to appeal to Gen Z consumers. The companies have learned that Gen Z has a shorter attention span and values authenticity, so they have shifted their content to be more direct and transparent. They have also embraced TikTok as a powerful tool for reaching Gen Z and allowing brand identity to be formed more organically. Additionally, they listen to Gen Z consumers and set trends accordingly, while also prioritizing authenticity in influencer marketing. By understanding the unique preferences and behaviors of Gen Z, these companies have been able to stay relevant and successful in their marketing efforts.
If you would like to pick our brains on how to navigate the evolving digital media landscape during this time, we'd be happy to help.
Adomotive
Adomotive is an omnichannel DSP that uses real-time bidding to target specific audiences using 1st and 3rd party data and leverages brand safety and viewability to ensure optimal results.