Good News From Around the Industry: The Importance of First-Party Data, How to Use it, Super Bowl Ads, and More!  

Here’s what came across our desks this week:

AdAge: How Twitter Chaos Will Impact Super Bowl Marketing
Social media platform Twitter is usually an easy answer for Super Bowl advertisers. Still, this article by AdAge details the troubles Twitter – and advertisers – are facing this year under the ownership of Elon Musk.  

AdExchanger: 3 Ways Advertisers Can Effectively Gather More First-Party Data
Scott McDonald, CEO of the Advertising Research Foundation, outlines how brands can better ease consumer concerns about their data and privacy. These tips can then help to increase consumer trust in your brand and build a bigger database of first-party data.  

Broadcasting + Cable: Aligning With the Wrong Content Can Sink Video Ads
A new Magna Study finds that brands aligning with news outlets that publish disinformation or other questionable content are in for a rude awakening – “41% of those surveyed agreed that the brand is supporting the content simply by being adjacent to it.” 

Inc.: Third-Party Cookies Are Over. These New Strategies Help Brands Win Over Customers
It’s time for brands to create new strategies to reach new audiences in the wake of increased consumer privacy restrictions led by Google and Apple. On top of TEGNA AudienceOne, here are three other ways brands can bring in more business.  

Insider Intelligence: Retail Trends to Watch in 2023 (eMarketer Report)
According to the data, retail media is moving “aggressively” into streaming TV with advertising. These include brands like Walmart and Kroger, Amazon, Microsoft, and Instacart, as they lead the charge to disrupt the Linear TV ad market.  

• Additionally, Insider Intelligence also released “What you need to know about retail media in 5 charts,” which further details the areas in which retail media is expected to grow. 

Marketing Brew: Super Bowl: The Game’s Defining (ad) Moments Throughout History
Marketing Brew is answering all the pressing questions surrounding Super Bowl ads ahead of the Big Game on February 12. How much did an ad in the game cost in 1984? Why did Oscar Mayer drop its halftime show sponsorship? Click to find out.  

MediaPost: Why Linear TV Buyers Need CTV to Deliver a Powerful, Complete TV Strategy
Our friend, John Vilade at Premion, says consumers are in control and are watching more TV in more ways and on more platforms — and advertisers should consider combining CTV and linear TV to reach viewers no matter how they’re watching when building a complete TV plan for an effective media strategy. 

Morning Consult: As 2023 Begins, Americans Are Largely Comfortable With Domestic Travel, Socializing and Moviegoing 
Still rebounding from the beginning of the pandemic, the travel industry sees good news as a recent survey finds that 3 in 5 US adults are comfortable flying domestically – a jump of 18 points from 2022. Additionally, 4 in 5 are comfortable going out to eat (+19 YOY)., and 7 in 10 are comfortable going to the movies (+23 YOY).  

Multichannel News: Gen Z Watching Both Professional TV, and Non-TV Content
Brands looking to reach Gen Z may do well with various content options, as older Gen Zers watch more long-form content on MVPDs like Hulu TV and Sling TV, while younger Gen Zers prefer short-form video and non-TV content.  

Radio + Television Business Report: A Q1 Advertiser Return To TV
According to a new survey, 35% of advertisers will return to linear TV in the first quarter of 2023, which is up from Q3 of 2022, when many paused or reduced budgets in a shift to digital for the holiday season.  

Sound Good? 
If you like what you’re reading, #TeamTEGNA would love to talk to you about how we can translate this good news into results for your brand. Let’s get in touch.