Dear ROGER,

Welcome to the November 2023 issue of Key Notes - Marketing Keys' monthly newsletter! As temperatures plunge, we hope this quick read gives you the inspiration to keep your business burning hot. Key Notes is an informative, quick-read newsletter to get you caught up on all things media and marketing. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently. 

In a digital landscape dominated by data, privacy concerns, and evolving technologies, Google has recently taken a significant step toward a more secure internet experience. The tech giant has introduced Privacy Sandbox to a staggering 97% of its users, which eliminates third-party browser cookies.

Privacy Sandbox strives to provide users with enhanced control over their online privacy without compromising their access to vital information. Cookies are substituted with "Topics," which are general summaries of your browsing behavior. Also, you have a say in which aspects of your online presence are used to personalize your ads. What sets this approach apart is its commitment to privacy—Google and advertisers won't have access to your data in a way that personally identifies you.

However, this shift hasn't been without its critics. Organizations like the Electronic Frontier Foundation and the Movement for an Open Web have voiced concerns, suggesting that Google's approach might introduce new challenges, such as predatory advertising and market monopolization.

Even though cookies may disappear, it's essential to recognize that the internet landscape still faces vulnerabilities. This is where blockchain technology steps in. The BSV blockchain empowers users by granting them ownership of their data. Unlike traditional models where tech giants profit from user data, BSV blockchain enables users to own and monetize their data, revolutionizing the way we interact with the digital world.

As we approach the end of this eventful year, it's crucial to take a look at what marketers can expect in 2024.

Here are the (5) predictions for digital marketing:

#1

The transition from traditional TV to streaming services will continue to gain momentum. Marketers will demand measurable results in brand-safe environments. Expect 2024 to usher in an era where precision and effectiveness are paramount.

#2

With major browsers limiting third-party cookies and privacy regulations in play, the importance of first-party data has never been higher. Privacy concerns demand transparency, making it imperative for marketers to adapt their strategies accordingly.

#3

Consumer privacy protection is no longer a choice; it's a mandate. Following the EU's footsteps, more regions, including several US states, are enacting privacy laws. In 2024, expect these regulations to proliferate. Enforcement actions, as seen with the substantial fines imposed, will continue, urging companies to invest in privacy compliance tools and audits.

#4

While Meta and Google hold substantial market share, the landscape is evolving. New players like Amazon, Microsoft, TikTok, Hulu, and Disney are embracing self-service ad offerings. The democratization of advertising tools ensures that even startups and local businesses can participate.

#5

Commerce and retail media are the kingdoms of first-party data. Retail giants are delving into retail media to monetize their data and diversify revenue streams. Shoppable TV is on the horizon. As commerce marketing takes center stage, expect a surge in innovative strategies, transforming how consumers interact with products and services.

As we step into 2024, change remains the constant in digital marketing. Adapting to these shifts and embracing innovation will be the key to staying ahead in this ever-evolving landscape.

On October 24th, Meta faced a substantial legal challenge from 42 states and the District of Columbia, alleging that the company is harming children by invading their privacy and fostering addictive behavior through its platforms.

The legal action highlights concerns about the impact of social media, particularly on young users. Allegations include Meta's deceptive practices, manipulative features, and unauthorized data collection, prompting a significant debate about the ethical responsibilities of tech giants concerning user well-being, especially that of vulnerable young individuals.

Despite this legal storm, Meta reported impressive financial results for the third quarter, showcasing a 23% rise in revenues, totaling $34.15 billion. The company's profits, however, are now under scrutiny in light of the ongoing lawsuit. The lawsuit also raises critical questions about the responsibility of advertisers. The profits fueling Meta's success originate from these trusted brands, amplifying the call for accountability and ethical practices.

Are you concerned about the impact of social media on your kids?

The 2024 election cycle is just around the corner, and the scale of political advertising is set to reach staggering heights. With over $10 billion spent during the 2022 mid-terms, projections indicate that this figure will skyrocket to over $11 billion in the upcoming 2024 cycle.

The Republican primary is a focal point, featuring a significant lineup of 9 candidates. There are currently 2 candidates running as Independent. Additionally, 33 Senate seats and 44 House seats are up for grabs. Political Action Committees are expected to play a substantial role, contributing to the monumental expenditure. Contentious topics like online gambling, marijuana legalization, and reproductive health will further intensify the ad battle in every state.

The primary season kicks off on February 3, 2024, marking the beginning of an advertising window that extends until June. The general election is scheduled for November 5, 2024, with limited advertising inventory available from November 13 to December 31, 2024, due to the displacement of advertisements by political campaigns.

Brands in a variety of industries face a challenge amidst this advertising storm. Early planning and flexibility are paramount. Securing guaranteed inventory and remaining adaptable in budget allocation are essential strategies. Consider exploring alternative channels like OTT/Streaming platforms, digital advertising, and radio.

Recent data has illuminated a significant decline in app downloads and user engagement on X, formerly known as Twitter, painting a challenging picture for the once-thriving social network.

According to reports, X experienced a 38% drop in app downloads globally over the past year. Mobile app downloads plummeted by 57% between October 2022 and September 2023. Additionally, engagement metrics showed alarming declines, with global Android usage falling nearly 15%, and U.S. mobile usage dropping almost 18% compared to the same period in 2022. The average daily time spent per user on X also saw a 2% year-over-year decrease in the third quarter of 2023.

The number of users leaving the platform surged by over 30% under Musk’s leadership. Web traffic declined by 7% globally and a significant 11.6% in the U.S. during the first nine months of 2023.

This downward trend stands in stark contrast to other social networks. Apps like TikTok experienced a remarkable 22.8% year-over-year boost in September, demonstrating substantial growth. Notably, TikTok also saw the fastest year-over-year increase in ad rates, with a 12.28% rise in CPM in 2023 compared to 2022 and an astounding 90% increase since 2021.

In contrast, X's advertising rates have taken a nosedive, plummeting by 78% since Musk’s acquisition in April 2022. In August 2023, X’s CPM hit a three-year low at $0.32, showcasing a sharp decline in the platform's revenue potential. Insider Intelligence estimates a drastic reduction in X’s ad revenue, expecting it to drop to $2.9 billion in 2023 from over $4 billion in the previous year.

Here is a recent highlight from Marketing Keys' blog page. Please start following our blogs and let us know what you think.



How to knock your 2024 social media campaigns out of the park!

Get the latest insight here!

Whether you've been at your marketing position for 1 year or for 20 years, the pressure to produce and come up with the right strategies to reach your target audience is always there.

Did you hear that the average consumer today is exposed to 10,000 plus promotional messages a day?

Recently, Google put out a study that determined to even exist in a consumer’s mind, a brand needs to make

22 impressions a month digitally with that consumer. Therefore, you really need to make sure you have enough

frequency with your campaigns to get through the clutter in your target’s mind.

It is also critical to reach your customer on multiple platforms. This is how they are spending their media day. Therefore, it is critical that your messaging gets targeted and delivered in multiple online and offline ways.

As a 12 year former Disney executive and 30+ years in the business, I have discovered the best ways on how brands can cut through the clutter to reach their target.

By teaming up with us, we make the process enjoyable with minimal stress.

We will listen to you and always be committed to you. We strive to run our business with passion and humility all with the utmost integrity.

We look forward to empowering you to do your best work.

Until next month,

Roger Keys

Founder and CEO

Marketing Keys

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