Super Bowl ad trends; Guide to B2B marketing

Plus: Biden on TikTok [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis FEBRUARY 12, 2024 The Chiefs may be Super Bowl champions, but on the advertising side, we’re still deciding who the winner was. Was it Dunkin’s star-studded spot? DoorDash’s extra-long promo code? Verizon dropping new Beyoncé music? Or one of the other ads that ran during the game? Was this email forwarded to you? Sign up [here](. TOP STORY [Super Bowl Ads: Diversity efforts fall far short of a touchdown]( The Super Bowl is advertising’s largest US stage, with its commercials receiving almost as much attention as the on-field action. Those prominent ads not only showcase products but also can reflect a brand’s commitment to diversity, equity, and inclusion. However, a closer look reveals that the industry struggles to authentically integrate these values into its high-profile campaigns. [Keep reading]( NEWS AND VIEWS [AR ad measurement guidelines released for review]( Our view: Nearly 3 in 10 people in the US will be AR users this year, according to our March 2023 forecast. Reaching those customers via virtual try-ons and interactive world views is vital, but these ads need to be measurable. [The Biden campaign joins TikTok]( Our view: After a year of government concerns about TikTok’s safety, President Biden is leaning into it. That means TikTok ban concerns are minimal enough for the president to use the platform, and it means there’s a big enough audience on TikTok that he sees it as a strategic part of getting elected. [Consumers are most receptive to ads on shopping, news, and social media sites]( Our view: Consumers’ relative acceptance of ads on shopping sites is good news for retail media search and display ads on retailer websites. ANALYSIS [Guide to B2B marketing: Understanding the role of email, technology, and in-person events in nurturing B2B relationships]( Defining the unique buyer journey, leveraging technology, and staying abreast of emerging trends are critical tactics to create successful marketing campaigns, but even more so in the competitive business landscape. B2B generally demands an intricate sales cycle that relies on deeper relationship-building rather than impulse purchases. In fact, 90% of B2B buyers worldwide say their trust with their supplier is a factor that influences buyer satisfaction, according to a June 2023 TreviPay survey conducted by Murphy Research. In the guide, we delve deeper into the nuances of B2B marketing, highlighting crucial metrics and examining emerging trends shaping the industry in 2024. [Keep reading]( THINGS TO KNOW 🏈 [Super Bowl 2024: The biggest movie trailers and ads]( 1️⃣ [Google One hits 100 million subscribers]( 🧴 [Inside the Michael CeraVe Super Bowl campaign]( 🦉 [Inside Duolingo’s Super Bowl stunt]( PODCAST [Behind the Numbers: The Daily]( Has Meta turned things around, what's next for Instagram, and where are we at with Threads? Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by StackAdapt. [Keep reading]( THE BIG QUESTION Team Temu: How many times did Temu ads air during last night’s Super Bowl? A) 1 B) 2 C) 3 D) 5 [Keep reading]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](