Marketing Minutes – Marketing Trends August 24, 2020

What’s happening in the marketing industry the week of August 24, 2020 to make you a better, smarter marketer.

COVID-19 has initiated many changes in the way Americans spend their time and money. Since the start of the global pandemic earlier this year, streaming services and online shopping sales have dramatically increased. More than half of Americans (56%) say they are using paid streaming services at a higher rate today than before the pandemic. Additionally, according to new data from Digital Commerce 360, online spend with U.S. retailers grew 30.1% year-over-year for the first six months of 2020 to reach a total of $347.26B. From 2018 to 2019, e-commerce sales grew just 12.7%. What an increase! This week, we break down two advertising changes in the streaming and e-commerce industries that can have a huge impact on your business.

Bing Shopping Product Listings

Speaking of online shopping, advertising a product on Bing just got easier. Bing Shopping now offers free organic product listings in the Shopping tab for U.S. Microsoft Merchant Center customers with approved offers, and the first launch will take place this month. 

Microsoft Shopping Campaigns customers won’t need to take any specific actions to participate, and all approved product offers in Microsoft Merchant Center are automatically opted into free product listings. The best part? Clicks from the Product Listings section of the Shopping tab are completely free, retailers will not need to pay Microsoft for them.

This is a win for small businesses as it creates an opportunity for merchants to get their products in front of more people without having to pay the price.

Hulu Self-Service Ad Platform

It may come as no surprise to learn that as of the third quarter of 2020, Hulu has 35.5 million subscribers, up from 27.9 million in the corresponding quarter of the previous fiscal year. The platform announced the launch of Hulu Ad Manager this summer, a self-service advertising tool made for small- and medium-sized businesses.

This new tool lets advertisers buy with a minimum campaign spend of $500 and will enable advertisers to buy without the help of a sales team, but still giving access to a customer support team. That’s far cheaper than typical ad buys on Hulu, and opens the platform up to a broader range of sponsors.

Since GRO Marketing agency runs advertising campaigns for an array of clients, we wanted to know more about how we can get in on this opportunity with Hulu for our small-business clients. We RSVP’d to learn more about the Beta program, and based on the communication sent to us from the Hulu Advertising Team, they are currently only testing and refining this program with small business customers for a broader rollout to the community later this year. They expect to roll out the initial agency capabilities in early 2021. We’ll be sure to keep you posted on any updates we receive! 

 

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