GroupM Releases the 2018 Ad Forecast, Branded Podcasts Gain Traction, Apple Kills the Cookie and Growth Advice from Andrew Chen

Marketing Trends, 12/5

The 10X solution to solving the Law of Shitty Clickthroughs, even momentarily, is to discover the next untapped marketing channel. — Andrew Chen

Marketing News

GroupM updated it’s 2017/2018 forecast:

“2017 is a challenging year. Brands are operating in hyper-competitive and low growth markets, challenged to deliver in the near-term… We believe marketers have an enduring need for objective partners who can operate across the whole media landscape to develop the most integrated campaigns, as well as to help shape standards, measurement and integrity.” — Kelly Clark, CEO, GroupM

By the Numbers

  • Global Ad Investment Will Grow 4.3% in 2018
  • Facebook and Google will capture 84% of digital marketing spend in 2017
  • Six countries are expected to drive 68% of incremental investment next year: U.S., China, Argentina, Japan, India, and the U.K.
  • Globally, television investment will grow 0.4% in 2017 and 2.2% in 2018
  • Programmatic budgets are estimated at 20% of digital spending (excluding social platforms) and have not increased as quickly as expected due to concerns over supply chain integrity and brand safety

Branded Podcasts Catching Fire

DigiDay reports that branded podcasts are gaining traction among advertisers. Great news for us in the publishing business.

“People will ignore or skip anything they don’t like. So brands have to start making things they love.” Steve Pratt, Pacific Content

Turns out, brands are starting to underwrite things that consumers love! Those things are called podcasts.

We wrote about this in The Mission back in August, (How and Why to Sponsor a Podcast) but branded podcasts can be massively successful growth engines when done correctly. Example: You can get headlines like “Why are ‘Serial’ fans so obsessed with MailChimp”. That is marketing done very, very right.

But original podcats been expensive for brands and sometimes difficult to track ROI.

“It’s a half million dollars to even think about it,” said Russell Lindley, the president of media agency Ad Results Media. “A million for a really well-produced one.”

If you want an original podcast and don’t want to spend $500,000, we can make it for you at The Mission.

Quick Hits

Apple’s New Operating System Will Kill the Cookie (and That’s OK)

Bloomberg Media and Twitter are building the future of live video news

Snapchat’s New $250K Story Ads Are Made for the Redesign

The Mission On Location

We are heading to Growth Marketing Conference in San Francisco on Dec 6–7th! If you don’t have you ticket yet, there are still some left here. See you there!

Lessons Learned

On Seth Godin’s blog yesterday, he recommended that we cancel our next meeting and assign group reading to our team. Here are his book recommendations:

Of course, I’m biased. I think if you read Your Turn or The Dip, your work would change for the better. But I’m fine if you read any of 100 or 1,000 other books about work, the market, contributions, marketing or anything else that will help you leap.

Here are more than twenty books you might want to read at work today. You and ten co-workers reading together… it might change everything:

Four Steps to the Epiphany

Body of Work

The True Believer

Secrets of Closing the Sale

The Art of Possibility

On Self Reliance

The Coaching Habit

Software Project Survival Guide

The Mythical Man Month

Creating Customer Evangelists

The Tom Peters Seminar

Tribe of Mentors

A Beautiful Constraint

The Mesh

Rocket Surgery Made Easy

Impro

To Sell is Human

The Art of Work

Do the Work

Hunch

Whiplash

Start with Why

Resonate

Web Analytics 2.0

Storytelling

B2B Storytelling on a Modest Budget. Check out this episode of the Renegade Thinkers Unite, where Drew Neisser interviews Connie O’Brien about how her internal and external team built a story-driven content marketing program that filled the company’s pipeline with high-quality leads. Listen here.

Original Content, Series and Shows

Did you watch Hacking the Net by Twilio? It is fun, funny and made by our creative team at The Mission. Check it out:

Spotlight

Andrew Chen is the Head of Rider Growth at Uber and expert growth marketer. He is going to be speaking at the Growth Marketing Conference on December 7th and we wanted to highlight some of his work. I highly recommend you check out his blog post on The Law of Shitty Clickthroughs and this video on “What’s next in Growth” where he delves deep into various growth marketing tactics throughout history:

Marketing Q&A

Q: What are the best marketing tools that integrate with Slack?

A: I’ll let our friend Max Altschuler answer! He wrote this yesterday for Sales Hacker: The 35 Best Slack Integrations and Apps for Sales & Marketing Productivity

Opportunities

We are looking for a copywriter at The Mission! If you know somebody, drop me a line at ian [at] themission [dot] co.

Marketing Trends is written and curated by Ian Faison, Chief Content Officer of The Mission. The Mission creates original content, shows, and series for brands and distributes them to our audience of millions. To learn more, connect with us here. Or you can connect with me @ianfaison or email ian [at] themission [dot] co.

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