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Florist online shopping while at work

Scout: This Week’s Top Content from the World of Digital Marketing (4/21/22 – 4/28/22)

Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so that you don’t have to. Check out the following links to stay ahead of the curve: 

1. Say Hello to the Workday Consumer [:04] 

According to a new report from Microsoft, the shift to working from home has created a new buyer persona. The “workday consumer” researches and purchases products and services during the workday—and challenges marketers to figure out how to target audiences both in and out of work mode. 

2. What’s the Perfect Length and Placement for a Podcast Ad? [:04] 

As brands continue to invest heavily in audio ads, they’re bumping up against questions that marketers have asked about other channels for years: What’s the ideal ad length? Where’s the best place in an episode for an ad? Marketing Brew asked 15 podcast industry experts for their best practices. 

3. E.U. Takes Aim at Social Media’s Harms With Landmark New Law [:07] 

This week, the European Union reached a deal on the Digital Services Act—a landmark piece of legislation that will force Facebook, YouTube and other internet services to combat misinformation, disclose how their services amplify divisive content, and stop targeting online ads based on a person’s ethnicity, religion or sexual orientation. The cost of failing to do so: billions of dollars in potential fines. 

4. Connected TV: Best Practices for Planning, Targeting, and Measuring [:05] 

Netflix, Hulu, Disney Plus, Paramount Plus, Peacock, and more—if CTV inventory fragmentation is frustrating for consumers, it’s doubly so for marketers. In this piece, Jane Frye breaks down how to work around channel-specific challenges to effectively plan, target, and measure CTV campaigns. 

5. What Social Media Advertising Tells Us About Inflation [:02] 

With Snap Inc. and YouTube reporting lower-than-expected Q1 earnings, some industry insiders are pointing to supply chain issues and inflation as potential culprits. In response, advertisers are shifting more of their marketing dollars toward building brand loyalty and developing customer relationships. 

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Check the Basis blog next Thursday for another edition of Scout!