UM Weekly Roundup: 18th September 2020

Why is this important?

Pinterest’s ‘Back to (home)life’ data shares key trends which could help inform Pinterest activity planned for the latter part of the year. The overriding theme according to their report is positivity. This suggests the demand, and the need, for positive content is higher than ever. People are turning to social channels to spend their leisure time and invest in escapism, so these insights will be important to consider when planning Social activity.

Why is this important?

Advertisers no longer need to choose between Custom Intent or Custom Affinity, based on your campaigns goals the new Custom Audiences will interpret all of these signals in order to optimise toward Reach, Consideration or Performance. Applying this targeting to a campaign will make it easier to reach a brand’s ideal audience.

Why is this important?

Whilst Print had been, in most cases, suspended during the Covid outbreak, the rise in Smartphone figures shows that consumers are still relying on professional journalism and trusted news sources during the pandemic. Their route to this content is simply changing. This is an opportunity for advertisers who usually advertise on Print to consider investing in their Digital packages and still achieve awareness and reach.