{"id":19587,"date":"2021-05-11T16:44:00","date_gmt":"2021-05-11T16:44:00","guid":{"rendered":"https:\/\/bostonchamber.com\/thought-leadership\/the-summer-of-2021-will-shape-the-future-of-advertising\/"},"modified":"2022-05-16T14:58:14","modified_gmt":"2022-05-16T14:58:14","slug":"the-summer-of-2021-will-shape-the-future-of-advertising","status":"publish","type":"thought-leadership","link":"https:\/\/bostonchamber.com\/thought-leadership\/the-summer-of-2021-will-shape-the-future-of-advertising\/","title":{"rendered":"The Summer of 2021 Will Shape the Future of Advertising"},"content":{"rendered":"<style> .banner:before {\r\n        background: linear-gradient(0deg,rgba(0,0,0,0.5),rgba(0,0,0,0.5)) !important;\r\n    }<\/style><div id=\"ra_id_1647935324\" class=\"banner dark-hero-theme standard\" style=\"background-image: url()\">\r\n        <div class=\"container  banner-container text-Center\">\r\n            <div class=\"row center-items\">\r\n                                \r\n                <div class=\"col-lg-7\"  >\r\n                                            <!-- <p class=\"label special-label\" tabindex=\"0\"><\/p> -->\r\n                    \r\n                    <h1 class=\"underline-text white  required\" tabindex=\"0\">\r\n                        The Summer of 2021 Will Shape the Future of Advertising                    <\/h1>\r\n                                            <div class=\"xyz\" tabindex=\"0\"><p><\/p><\/div>\r\n                        <div class=\"banner_event\">\r\n                            <span tabindex=\"0\">May 10, 2021<\/span>                    <\/div>\r\n                    <div class=\"banner-btn-wrapper\">\r\n                                                                                <\/div>\r\n                        <!-- <a href=\"#\">Link<\/a>\r\n                        <a class=\"arrow-link\" href=\"#\">Link<\/a>\r\n                        <a class=\"external-link\" href=\"#\">External Link<\/a>\r\n                        <a class=\"more-link\" href=\"#\">More<\/a> -->\r\n                    <\/div>\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<script type=\"text\/javascript\">\r\njQuery(document).ready(function($){\r\n    setTimeout(function () {\r\n        console.log('here');\r\n\t\t$('#_youtube-iframe-wrapper').show();\r\n\t}, 2000);\r\n});\r\n<\/script>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>Our typical summers are heralded in with talk of warmer weather, can\u2019t-miss events, blockbuster movies and songs that will stay stuck in your head for the rest of the year. Here in Boston, anticipation starts to build as soon as the temperature jumps above 50 degrees and any last-minute snowfall in Q2 only further fuels our collective enthusiasm for brighter days ahead. And since things have been anything but typical this past year, we are gearing up for a summer like no other.&nbsp;<\/p>\n<p>Around this time last year, new consumer trends had emerged, as an already-growing shift towards digital exploded in our first month of collective quarantine. With sports and sitcoms on pause, CTV\/OTT platforms like Hulu and Roku saw tremendous growth. We ran out of hand sanitizer, Clorox wipes, and toilet paper quickly, but items like home fitness equipment, patio heaters, and the Nintendo Switch were soon scarce as well. As streaming content, ecommerce, and home delivery surged, brands and marketers shifted their strategies to align with consumer behavior. We found ourselves in a challenging position working with&nbsp;<a href=https:\/\/www.fender.com\/ rel=noreferrer noopener target=_blank>Fender<\/a>, its products often purchased after hands-on trial, was hamstrung as nearly every physical store carrying instruments closed down. But a shift to ecommerce, with emphasis on beginners paired with extended free trials of its Fender Play app offering guitar lessons on-demand, helped the brand achieve record sales, up 17% YOY. <\/p>\n<p>Twelve months later, we find ourselves at another inflection point. Some of these digital-driven trends are here to stay, but as we sit on the precipice of a new \u201cRoaring Twenties\u201d we must once again adapt. Currently in Massachusetts, more than 70% of adults are at least partially vaccinated.&nbsp;Our audiences are venturing back outside, eager to overindulge and make up for lost time.<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>So, what does that mean? While marketing budgets should continue to focus on digital, media mix should expand, with particular emphasis on Out of Home (OOH). From highway billboards to airports, subways and street-level signage, eyeballs will return en masse. Eye-catching creative in prime locations can influence audiences enjoying the world outside their own screens. And while interest in OOH is increasing, many brands remain cautious, waiting for further upticks in foot traffic and public transportation. For the moment, it\u2019s still a buyer\u2019s market, and advertisers need to capitalize now.<\/p>\n<figure><\/figure>\n<p><img decoding=\"async\" class=\"alignnone wp-image-24874 size-full lazyload\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/Screen-Shot-2021-05-11-at-12.42.32-PM.png\" alt=\"\" width=\"1247\" height=\"736\" data-srcset=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/Screen-Shot-2021-05-11-at-12.42.32-PM.png 1247w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/Screen-Shot-2021-05-11-at-12.42.32-PM-300x177.png 300w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/Screen-Shot-2021-05-11-at-12.42.32-PM-1024x604.png 1024w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/Screen-Shot-2021-05-11-at-12.42.32-PM-150x89.png 150w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/Screen-Shot-2021-05-11-at-12.42.32-PM-768x453.png 768w\" data-sizes=\"(max-width: 1247px) 100vw, 1247px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1247px; --smush-placeholder-aspect-ratio: 1247\/736;\" \/><\/p>\n<p>We should expect to see digital ad costs continue to increase as well. We began tracking\u00a0<a href=\"https:\/\/datastudio.google.com\/u\/0\/reporting\/9b7783e4-7b55-4840-93bc-3c9469f519c6\/page\/2UkNB?s=rTPm6VsL31M\" target=\"_blank\" rel=\"noopener noreferrer\">the impact of COVID on the Facebook Ads marketplace last year\u00a0<\/a>and are seeing CPMs approach 4x their cost from a year ago in the US. As more businesses reopen, live events return, movies premiere and events like the Summer Olympics capture worldwide attention, expect this trend to continue. Some of digital\u2019s most premium products \u2013 Twitter\u2019s Promoted Trends, YouTube\u2019s Masthead, TikTok\u2019s Hashtag Challenges and HPTOs on high-profile sites will be harder to come by. Again, the time to plan was yesterday.<\/p>\n<p>And what of our newly-established norms? Will livestream concerts, conferences, and classes live on when the doors open up again?\u00a0Absolutely.<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>2020 taught us that we have the technology and know-how to bring equity to experiences that were once only in-person.<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>Access in itself is a premium concept, and the best businesses and marketers will find ways to spin hybrid events to each potential audience. In that sense, the conversation is less about our new norms and more about the fact that we\u2019ve eliminated certain norms altogether. Businesses that once considered remote work unfeasible have found success in embracing it. In-car radio listenership during traditional rush hours declined, but overall listenership increased as audiences found more time in their day to tune in on more devices. We\u2019re all sick of Zoom meetings right now, but I\u2019m confident that going forward we\u2019ll appreciate the fact that not\u00a0<em>every\u00a0<\/em>client meeting requires travel. We like flexibility, and it may be the only gift the past year gave us.<\/p>\n<figure><img decoding=\"async\" class=\"alignnone wp-image-24875 size-full lazyload\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/BIMA-blog-quote-1.png\" alt=\"\" width=\"1920\" height=\"1080\" data-srcset=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/BIMA-blog-quote-1.png 1920w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/BIMA-blog-quote-1-300x169.png 300w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/BIMA-blog-quote-1-1024x576.png 1024w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/BIMA-blog-quote-1-150x84.png 150w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/BIMA-blog-quote-1-768x432.png 768w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/BIMA-blog-quote-1-1536x864.png 1536w\" data-sizes=\"(max-width: 1920px) 100vw, 1920px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1920px; --smush-placeholder-aspect-ratio: 1920\/1080;\" \/><\/figure>\n<p>&nbsp;<\/p>\n<p>Looking further into the future, I can see a world where events like SXSW and Coachella are not only live streamed alongside their in-person experiences, but where organizers showcase them in smaller venues across the country, catering to and capitalizing on audiences who aren\u2019t able to make the trip. Our ability to congregate and share in these collective moments will increase and marketers will lead the charge in selling such experiences.<\/p>\n<p>The future of advertising will be defined by acknowledging that your audience is much bigger than you ever thought possible. And the summer of 2021 will be the beta test for reaching those new people, wherever they may be.<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p><em>Our guest blogs are written and produced by organizations within our membership. They &nbsp;are not intended to reflect the views nor opinions of the Greater Boston Chamber of Commerce.<\/em><\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<div id=\"ra_id_1647935324\"  class=\"section media-text \">\r\n    <div class=\"container\">\r\n        <div class=\"row left\">\r\n            <div class=\"col-lg-6\">\r\n                <div class=\"media-wrapper\">\r\n                    <div id=\"media-text-desktop\" class=\"media-lightbox\">\r\n        <div class=\"item  ratio ratio-16x9\" tabindex=\"0\" ><img decoding=\"async\" tabindex=\"0\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/The-Summer-of-2021-Will-Shape-the-Future-of-Advertising18emg-1.png\" alt=\"\" class=\"media-img lazyload\" data-caption=\"Will-Shape-the-Future-of-Advertising\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 678px; --smush-placeholder-aspect-ratio: 678\/678;\"><\/div>\r\n        <\/div>                    <div id=\"media-text-mobile\" class=\"media-lightbox\">\r\n        <div class=\"item  ratio ratio-16x9\" tabindex=\"0\" ><img decoding=\"async\" tabindex=\"0\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/The-Summer-of-2021-Will-Shape-the-Future-of-Advertising18emg.png\" alt=\"\" class=\"media-img lazyload\" data-caption=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 678px; --smush-placeholder-aspect-ratio: 678\/678;\"><\/div>\r\n        <\/div>                <\/div>\r\n            <\/div>\r\n            <div class=\"col-lg-6\">\r\n                <div class=\"text-wrapper\">\r\n                    <h3 tabindex=\"0\" ><\/h3>\r\n                    <p tabindex=\"0\" ><p>Jason Carrasco has been with Gupta Media for over 15 years, as the company\u2019s first employee. A digital marketing enthusiast, he built Gupta\u2019s media buying team from the ground up, developing strategy, building relationships with key vendors and managing campaigns for some of the biggest brands in the world. His work in the digital space helped launch the careers of artists like Lady Gaga and Vampire Weekend, as well as products like Amazon Music Unlimited, Amazon\u2019s voice-driven music streaming service. Jason lives (and currently works) in Westwood with his wife, Mercedes, and their two children.<\/p><\/p>                \r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/div>\r\n<div class=\"modal fade video-modal transition_remove\" id=\"videomodalra_id_1647935324\" tabindex=\"-1\" aria-labelledby=\"videoModalLabel\" aria-hidden=\"true\">\r\n<div class=\"modal-dialog modal-dialog-centered modal-lg\">\r\n    <div class=\"modal-content\">\r\n        <button type=\"button\" class=\"slick-lightbox-close\" tabindex=\"0\" data-bs-dismiss=\"modal\" aria-label=\"Close\"><\/button>\r\n        <div class=\"modal-body ratio ratio-16x9\" >\r\n                    <\/div>\r\n    <\/div>\r\n<\/div>\r\n<\/div>\r\n\r\n<script type=\"text\/javascript\">\r\n  jQuery(document).ready(function($){\r\n\t  \r\n\t   $(\".text_media_image\").focus(function() {\r\n            console.log('in');\t\t\t\r\n        });\r\n      \/** Empty the modal body if the modal is 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