Marketing Report
[Marketing Week] Bob Koigi: How pandemic will impact ad spend in 2022

[Marketing Week] Bob Koigi: How pandemic will impact ad spend in 2022

The global pandemic continues to impact ad spend and strategies on social media platforms among marketers and this will be more pronounced in 2022.  This, combined with today’s consumers who uses an average of eight social media platforms is informing a multi-platform approach among advertisers and brands for long-term success.

Advertisers have become cognizant of this. A new survey by social advertising automation platform for creative and performance marketers,, dubbed “State of Social Advertising Report” surveyed 100 leaders across the eCommerce, retail, gaming, travel and financial services industries. According to the report,

51% of respondents note half or more of their overall marketing budgets are allocated to social media advertising, with those budgets being diversified across platforms such as Facebook, Instagram, YouTube, TikTok, Twitter and more. Facebook is still a leader, with 98% of advertisers buying ads from the platform. 

Still on the advertising and marketing scene this week, IBM Watson Advertising has announced the availability of data from The Weather Company, an IBM Business, on AWS Data Exchange, an Amazon Web Services (AWS) platform. The AWS Data Exchange allows businesses to easily find and subscribe to third-party data in the cloud.

The weather datasets can help analyze how weather affects consumer purchasing across different categories such as pharmaceuticals, apparel, consumer packaged goods and indoor and outdoor activities.

Sincro, an automotive digital marketing company and pioneer of providing personalized experiences for in-market shoppers, has been added by Jaguar Land Rover (JLR) as an approved website provider for the JLR Digital Certified Program.

Sincro's third-generation twin AI improves dealer performance by helping automotive retailers turn inventory faster by providing relevant luxury experiences to in-market automotive shoppers in real time.

IZEA Worldwide, Inc., the premier provider of influencer marketing technology, data, and services for the global brands, has announced that it now accepts Bitcoin and Ethereum as payments for its influencer marketing services. IZEA will also begin paying select influencers in cryptocurrency for campaigns where it has received cryptocurrency as payment from marketers.

And The Chartered Institute of Marketing (CIM) and Abigail Dixon, director & founder of Labyrinth Marketing have announced a strategic partnership to deliver a new industry-leading course, aimed at the professional development and personal development of the modern marketer.

In the acquisitions front,  T-Mobile has announced the acquisition of Octopus Interactive, the largest national network of interactive video screens inside Uber and Lyft vehicles. This move marks the next step for Marketing Solutions, T-Mobile’s fast-growing advertising technology business, in expanding its advertising offerings for marketers.

Octopus Interactive helps brands reach audiences through video ads presented on screens inside rideshare vehicles, providing marketers a new way to reach consumers, and its impact is growing rapidly. 

Publicis Groupe has also acquired Tremend, one of the fastest-growing and largest independent software engineering companies in Central and Eastern Europe.

 Tremend currently reaches 60 million of its clients’ end users with its proven technology and will serve as the newest global delivery center for Publicis Sapient.

Vendasta has announced the acquisition of MatchCraft from Advance Local. MatchCraft is a global software company specializing in search, display, and social media advertising solutions for digital marketing agencies and resellers who serve small- and medium-sized businesses (SMBs) at scale.

On brands and sustainability, Plastic Energy and TotalEnergies announced a new agreement to promote the development of advanced plastic recycling. Under this agreement, Plastic Energy plans to build a second advanced recycling plant in Sevilla, Spain, in addition to their existing operational plant, which will transform end-of-life plastic waste into a recycled feedstock called TACOIL using Plastic Energy’s patented recycling technology. TotalEnergies will convert this raw material into virgin-quality polymers, which can be used for food-grade packaging.

And finally INEOS has agreed a long-term Power Purchase Agreement for renewable offshore wind power in Belgium with sustainable energy producer Eneco. Under the terms of the ten-year deal, which begins in 2022, INEOS will purchase 65,5-Megawatt (250 GWh per annum) of off-shore wind power from Eneco, produced at the SeaMade offshore wind park in the Belgian North Sea.

Bob Koigi is an editor at Marketing Report EU