Mindshare in the News

This week's updates include the latest weekly POV, insights into the new virtual pitch room, a look at what key variables are impacting audience planning right now and new work from Unilever.

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Key variables impacting audience planning right now

As the media industry continues to adapt to new realities, new insights have informed how companies are approaching audience planning. In a BeetCam interview, Brian DeCicco, executive director of customer strategy at Mindshare US discussed what behaviors have shifted over the past two months. According to DeCicco, four key variables are impacting how audience planning is evolving right now: privacy and consent, depreciation of cookies and the future of identity, the increasing height of the walled gardens and number of walls being erected, and the pressures being created by the COVID-19 pandemic.

Watch Brian's BEET.TV interview

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Inside the virtual pitch room

The art of the pitch has changed since the pandemic, with employees having to let go of body language, physical cues and handshakes as they reorient around video conferencing. AdExchanger talk to agency leads about the best ways to win business without ever actually meeting anyone.

Dan Reaume, Chief Development Officer comments: When dealing with finicky tech, agencies should always have a backup presenter ready to jump in if someone drops off. “You always need a plan B, but now you need a plan B and C."

Read the full AdExchanger story

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This Week's POV

TikTok is testing a new advertising format that will allow advertisers to use call-to-action buttons such as ‘shop now’ within influencer content.

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New work from Unilever

As part of Unilever’s #UnitedForAmerica program, Degree and Dove Men+Care partnered with NBA players to conduct Instagram Live at-home workouts with fans—to help people stay active and raise money for the nonprofit Direct Relief. Three workouts have gone live, and stay tuned for one more Tuesday, May12 at 1pm EST with Seth Curry.

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In case you missed it

The New Normal Tracker. Wave three data shows that whilst behaviours have stabilised, the emotional attitude towards the global crisis continues to change and as we start to see markets come out of lockdown we are starting to see bigger global differences.

Neo won at The Drum’s Search Awards. For their work with Sage, titled “How David Killed Goliath,” in the category of PPC – Best B2B Campaign. 

Weekly COVID-19 research from Canada. Media in Canada look at the potential rebounds in ad categories/spending, featuring insights from Mindshare Canada’s Sarah Thompson, CSO.

eMarketer published research from the sixth wave of our U.S. COVID-19 research from the Insights team, looking at how people are trying new brands and services because of the pandemic.