The Shoppe - Mobile Advertising, Brand Collaborations & More
Welcome back to The Shoppe! This week we’re covering the rise of mobile advertising, LinkedIn’s Marketing Labs, brand collaborations for the upcoming Super Bowl and more. Tune in every week for the latest marketing news.
App Annie has released their 2020 State of Mobile report, providing insight to how advertisers transitioned to meet consumer demand. As consumers stayed home and the pandemic forced advertisers to find new ways to reach desired audiences, mobile ad spending surged to $240 billion, increasing by 26% since 2019. Now more than ever, consumers are willing to shop via smartphone. Mobile spending reached $143 billion in 2020, a 20% year-over-year increase. As the time spent on social media continues to rise, primarily on short-form video sharing app, TikTok, the global consumption of mobile content is at an all time high. As this trend persists and consumer preferences continue to shift towards online shopping, the report expects mobile ad spending to reach $290 billion in the coming year.
Aiming to create an interactive Super Bowl experience for viewers stuck at home, Stella Artois has partnered with meal kit delivery service, Blue Apron, to provide an easy, at home game day menu. Featuring pork chorizo quesadillas, seared flank steak, pesto spinach dip and more, each Stella Stadium Bites box contains four fan-favorites, serving six people. Chef-curated to be paired with a Stella, every box also comes with a set of four Stella Artois chalices. Available now until January 26, boxes will be delivered before February 4th, giving fans prep time for the big day. With all of the social restrictions resulting from the pandemic and the uncertainty surrounding the logistics of the game, we can expect to see more advertisers turn their game day advertising initiatives into more long-term campaigns. Super Bowl advertising may look different this year, but it will be interesting to see how this year’s viewership compares to past, as well as how many other brand collaborations emerge.
While the digital marketing atmosphere continues to evolve, brands continue to take advantage of new opportunities on up and coming platforms. Marketers are shifting from traditional channels and planning strategically around the rise of new platforms with younger audiences. One of these marketers is Lexus. Last week, the company partnered with Twitch streamer, Fuslie, to promote one of their latest models to their youngest audience yet. The streamer took to Twitch, encouraging her 20,000+ viewers to participate in a poll customizing the Lexus 2021 IS sedan. The company will be using the results of the poll to make custom modifications on a real vehicle, which will be revealed in Fuslie’s upcoming Twitch stream on February 17th. While the platform is still new to the world of advertising, there is no doubt that during a year of isolation it has proven to be an effective tool for staying connected. It will be interesting to see how the transition to Twitch helps Lexus to communicate with their new target market.
In an effort to provide advertisers with assistance in planning and building advertising campaigns, LinkedIn has launched its virtual lessons platform, Marketing Labs. The platform features on-demand videos to help advertisers learn more about the app’s advertising tools. Covering all of the basics, like targeting and reporting, marketers can choose between the media planning path and the running ad campaigns path to view educational videos with expert advice. Check it out here, or contact the SparkShoppe team today for assistance developing your digital strategy.
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