TV's Watershed Moment, with TVSquared

In 2020, as the world was on lockdown, consumers reignited an old relationship – with their TV, that is. Today, we’re joined by Bob Ivins and Jo Kinsella of TVSquared to discuss the rebirth of television, and what it means to advertisers. Bob and Jo explained why Direct-to-Consumer brands are turning to TV in droves and gave their opinions on when we might finally see fully-addressable TV ads.

> See all episodes
Marketing 2021: Trends and Predictions for the New Year

Now that 2020 has officially come to a close, marketers are hoping to move beyond the necessary survival mode tactics that challenged the world in the past year. Looking to the future is no easy task, however – despite the arrival of a new year, the lingering effects of 2020 will need to be taken into account as brands pivot to new strategies and tactics. Though planning for post-COVID-19 marketing has begun, the actual pandemic hasn’t ceased, and a continuing focus on digital will be necessary both now and later in the year. Likewise, the social justice and awareness initiatives that arose as direct responses to the unrest in 2020 must now become part and parcel of every successful marketer’s overall branding. The resources collected in this issue of Pulse share where marketers should focus their energies and advise how they can continue to adapt to the world’s present challenges.

> See all issues
Pulse Issue 11

The Claw IS the Law: Alcohol Trends Leading up to 2020

November 2019

According to drinks market analysts ISWR, global alcohol consumption has declined by 1.6 percent, especially in sectors such as wine and beer. Spirits and other specialty drinks are on the rise, however, and IWSR actually predicts 5 percent growth in the industry over the next three years. The takeaway? Like in so many other industries, disruptors are embracing change and taking over markets that have grown stale with sameness – and they’re doing so at a time when consumers are both seeking and facing constant change. Read on to discover more about these disruptor brands and shifting consumer trends in the alcohol space.
Analysts predict that the hard seltzer market will quintuple in size to $2.5 billion by 2021. All that is impressive, but the real standout stat is that about 75 percent of the segment’s 200 percent growth in the past year has come from just one month: July of 2019. So the question in this edition of AdRoll’s Unrolling is: how did the White Claw brand erupt out of nowhere to create a movement?
Almost every major brewer and spirits producer has jumped onto the hard seltzer production game. Not only are they popular with a large portion of the Millennial market, but these types of drinks appeal to consumers across ethnic categories.
Beverage Dynamics’ 2019 State of the Industry Survey painted a diverse picture. Some topics consumers and brands aligned on: the use of cans; the popularity of brown spirits and rosé wine; a slowdown in craft beer; premium everything; the rise of tequila; Ready-to-Drink (RTDs); private label; single-barrel; “healthy” alcohol; and the ubiquity of Tito’s vodka.
Thanks to a few legal loopholes (along with some recent legal wins) online alcohol brands such as Haus, Empathy Wines, and One/Vodka (owned by Pernod Ricard) are beginning to create a new growth playbook using D2C tactics.
Millennials spend less money on alcohol than previous generations, according to a NerdWallet analysis of a 2017 Bureau of Labor Statistics' Consumer Expenditure Survey. In an attempt to win millennials over, some brands are marketing their alcohol as wellness drinks, from "wellness beers" meant for athletes, to paleo-friendly and keto-friendly natural wines. An artisanal mezcal brand, which calls its alcohol a "clean spirit," claims one ingredient can regulate mood, act as a natural anti-depressant, and improve overall sexual well-being.
Are you an ANA member with a research request? Contact Ask the Expert to submit your question.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

Copyright © 2020 Association of National Advertisers-established in 1910

Contact

10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950

Email: marketingfutures@ana.net

 

marketingfutures.ana.net