Episode 28

How to Invest in Emerging Marketing Channels

Connected TV. Podcasts. TikTok. Even virtual reality. They all offer advertisers new opportunities to reach potential customers. But emerging channels are inherently risky.

This week, Elena, Angela, and Rob dig into eMarketer’s report on the mismatch between the channels consumers spend time with and those marketers invest in most. They also explain why that mismatch can sometimes be the right decision. Because with emerging channels, starting small is often a smart approach, even if you fall behind consumer trends for a bit... so long as you use that time to build your strategy for later.

Topics Covered

• [01:30] Reviewing eMarketer’s “US Time Spent with Media Forecast

• [04:30] Meta has the largest discrepancy between consumer time and ad dollars

• [07:00] The complexity of emerging channels like CTV

• [09:00] The difficulty of measuring radio and podcasts

• [14:00] Why a mismatch between consumer behavior and ad spend can make sense

• [17:30] How Annika Streaming solves CTV’s biggest challenges

Resources:

2023 eMarketer Report

2023 Behind the Numbers Podcast

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