Top Marketing News of 2022

High stakes: Netflix’s ad-supported tier arrives as marketers face uncertainty; Google again delays third-party cookie deprecation. Now what?; AB InBev ends 33-year Super Bowl alcohol ad monopoly; Google search expansion could be wake-up call for marketers View online | Sign up | Forward

BROUGHT TO YOU BY — Marketing Dive’s studioID How Marketers Can Leverage First-Party Data Evolving privacy standards and a looming recession are the top challenges marketers face today. Learn how two experts are still driving growth in this on-demand webinar.   “That happened this year?” has become a common pandemic-era refrain, reflecting the difficulty in keeping tabs on marketing industry shifts. While some storylines are still very much in the spotlight — like Elon Musk’s tumultuous Twitter takeover — other bits of breaking news have receded into the background without losing their relevance. From sponsorship switch-ups that will impact Super Bowl plans for February to major executive departures, the past 12 months have been marked by a rebalancing of power and changing of the guard that will reverberate into 2023. Below, revisit the most significant news developments for marketers from this year. These pieces embody a period of tumult, with brands needing to tip-toe around sensitive political and social situations, and also major disruptions affecting key channels for engaging consumers, including social media, search and streaming video. To support our original journalism, please consider sharing our newsletter with your colleagues and industry peers. Send them this link to get them subscribed to the newsletter: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76 Peter Adams Senior Reporter, Marketing Dive Twitter | Email What Elon Musk's Twitter takeover means for advertisers The Tesla CEO's stated mission around preserving "free speech" tees up looser content moderation policies on a platform already infamous for toxicity. High stakes: Netflix’s ad-supported tier arrives as marketers face uncertainty With ad spending expected to take a hit in the fourth quarter, the streamer has a lot to prove, though it’s already attracted major names like AB InBev. Google again delays third-party cookie deprecation. Now what? Despite the tech giant’s latest shift, advertisers shouldn’t delay plans to develop and implement a cookieless future. AB InBev ends 33-year Super Bowl alcohol ad monopoly While the brewer remains a league sponsor, it will no longer have exclusive rights to the big game, opening an opportunity for rivals like Molson Coors.   Google search expansion could be wake-up call for marketers A heavier push beyond traditional text-based search into visual and multi-media areas comes amid the rise of apps like TikTok and Reddit.  World Cup organizers reverse alcohol policy, throwing wrench in AB InBev’s plans FIFA said all sales on stadium perimeters are now banned, meaning some planned Budweiser activations “cannot move forward” just two days before kick-off. Sheryl Sandberg resigns from Meta as ad behemoth reaches crossroads It’s hard to overstate the impact the executive had on building one of the most formidable digital platforms, but also difficult to separate that role from Facebook's struggles. Apple Music to sponsor Super Bowl Halftime Show as services take spotlight The deal speaks to how business areas beyond the iPhone are becoming more important, with Apple reportedly also seeking an NFL streaming package. UPDATED Ukraine war tests whether marketers can address crisis meaningfully Eight in 10 people surveyed by Gartner want to see brands take an action, but typical moves like making a statement or pausing marketing activity ranked low. NBCUniversal elevates iSpot to ad currency in blow to Nielsen At its One22 developer conference, the media conglomerate detailed several developments spanning data, technology and measurement.

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