As Q4 gathers pace, the ad industry braces for long-lasting economic trauma

While free money is being given away through economic stimuluses, it isn’t being spent. That brings opportunity and danger for an ad industry tied tightly to the economy. October 30, 2020 The worst might be over for the economy, but the future isn’t so bright either. Let's start with the good news: While ad spending over the last quarter was uneven and fragile, generally it wasn’t as bad as expected. Now for the not so rosy bit: As the latest forecasts show, many economies are essentially registering no growth, or are even shrinking. With private-sector confidence shattered, and the struggle to best the virus far from over, the risks of extensive and long-lasting economic trauma are on the rise. Read more below. - Free money is being given away through economic stimuluses, but it isn’t being spent. That brings [opportunity and danger for an ad industry]( tied tightly to the economy. - The success that the Washington Post saw in [growing its global subscriptions business]( came from tactics put in place well before the pandemic. - For Digiday+ members, 10 advertisers signed upfront deals collectively worth $150 million to be the exclusive launch advertisers for Quibi’s first year. As we all now know, [Quibi lasted barely half that time.]( - Also for Digiday+ members, the election isn't the only thing on direct-to-consumer startup executives' minds -- after all, once the election is over, [Black Friday is right around the corner.]( Other things to know about - The Future Leaders Awards will recognize the next generation of leaders across media, marketing, fashion, beauty and retail. [Learn more about the specific categories and submit today](. - In a recent webinar, leaders at Pandora and Oracle Data Cloud discussed cutting-edge techniques for accelerating measurement and viewing campaign results more quickly. [Download the full webinar recording to learn more](. Sponsored by Oracle Data Cloud. Top Stories Managing Through Crisis [As Q4 gathers pace, the ad industry braces for long-lasting economic trauma]( While free money is being given away through economic stimuluses, it isn’t being spent. That brings opportunity and danger for an ad industry tied tightly to the economy. howdy! Subscriptions [How the Washington Post is expanding its global subscriber base]( The success that the Post saw in growing its global subscriptions business came from tactics put in place well before the pandemic. Sponsored by Zeta [Research: How marketers are mastering the post-analog world]( In a new report based on research into 186 brand and agency execs, you’ll learn the biggest challenges marketers and advertisers are working to overcome as they decrease analog spending and grow their digital footprints. Advertisement howdy! DIGIDAY+ MEMBER EXCLUSIVE ['Marketing myopia': Quibi’s flameout is a cautionary tale for advertisers keen to latch on to the next big thing in media]( Advertisers bought into a vision — and a deal structure that offered little safety net if that vision wasn’t realized. Sponsored by Adelphic [Discover the future of identity resolution, omnichannel and more]( Join Havas, Digitas, Adelphic and more at the second annual Programmatic Advertising Summit to discover what’s in store for the future of identity resolution and omnichannel measurement. Learn how best to fuel professional growth and development in the programmatic industry — sign up now. howdy! DIGIDAY+ MEMBER EXCLUSIVE ['On a lot of people's minds right now': DTC startups are in a holding pattern until after the election]( The election isn’t the only thing on direct-to-consumer startup executives’ minds — after all, once the election is over, Black Friday is right around the corner. But Election Day also can’t be business as usual Advertisement Sponsored by Acxiom [Guide: How to make marketing accountable to measurement]( In this new marketer’s guide, you’ll learn crucial tactics for ensuring that advertising is accountable to specifically measurable outcomes. howdy! Future of Work ['Something inherently local': Tegna leans into user-generated content on linear and digital with 'Near Me']( Tegna has received hundreds of thousands of user-submitted videos and photos which it says have been used to drive further reporting. howdy! Advertising and Apple [Why Nordic publishing giant Schibsted joined the coalition lobbying for Apple App Store 'fairness']( Schibsted is one of the newest members of the Coalition for App Fairness, a group that includes the likes of Epic Games and Spotify. [All Latest Stories]( Publishing in the Platform Era [The 74’s publisher Jim Roberts on bridging equality divides in education and making trust bonds with audiences]( One of The 74's central focuses before the pandemic was the achievement gap in America's education system. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](