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The $300 billion advertising market is up for grabs

December 28, 2022

Bonjourno 👋

This is Pipe Rise. We show you a handful of cool things happening in B2B Marketing, in less than a 5-minute read.

In Today's Email:

  1. The $300 billion advertising market is up for grabs

  2. Hello, sweet email engagement

  3. The #1 Marketing Channel in 2022 According to Reddit

  4. Finally! Google opens the door to CBD and hemp product advertising

WHAT SMART PEOPLE ARE TALKING ABOUT TODAY 👀

#1 - The $300 billion advertising market is up for grabs

It looks like the days of Meta Platform and Alphabet ruling the roost in the $300 billion advertising market are numbered, as tech giants Amazon, Microsoft, and Apple are starting to muscle in on their turf. According to Insider Intelligence, this year will mark the first time since 2014 that these two companies won't hold the majority share of the market, with their share of revenues expected to drop to a measly 48.4%.

Meta CEO Mark Zuckerberg has blamed Apple's pesky privacy changes for the drop, as they make it harder to track users and serve up targeted ads. But let's be real, it's probably also because new platforms like TikTok are all the rage with the cool kids these days.

While most companies are cutting their ad budgets in response to rising costs and inflation, tech giants are going full throttle, even joining forces (like Microsoft and Netflix did earlier this year to create an ad-supported tier of their streaming service).

Even Apple is getting in on the action, with research group Evercore ISI predicting that the company will have a $30 billion ad business by 2026 (yowza).

So, Meta and Alphabet, it looks like you've been dethroned. Better luck next time.

#2 - Hello, sweet email engagement

Attention all content creators and newsletter enthusiasts! WordPress.com has just made it easier than ever to send your updates and killer content straight to your audience's inboxes

Customize your theme, import subscribers from other platforms, and even monetize your site if you're feeling particularly ambitious. And with the option to publish on the go with Post by Email, you'll never miss a beat (or an opportunity to stay connected with your peeps).

That's right, say goodbye to social media algorithms and hello to that sweet, sweet email engagement.

#3 - The #1 Marketing Channel in 2022 According to Reddit

It's that time of year again – time to reflect on the marketing channels that brought in the most qualified leads and conversions for businesses in 2022. And boy, were there some mixed results from this Reddit thread that blew up this week. Find it here.

Some businesses found success with tried and true methods, like SEO, referrals, and social media. Others discovered the power of SMS which proved to be a game-changer for some businesses, with one company even reporting an impressive 90% response rate to their SMS/MMS messages.

Direct mail made a comeback, while others couldn't get enough of email marketing. Seems like the privacy changes that uprooted the paid advertising world turned Facebook into a flop for a lot of companies this year, and had a lot of people running back to their own owned media. Not surprising but I've got a feeling that's going to swing back around in 2023, Meta is too big and powerful to keep getting hammered in the stock market for a sinking ad platform; they'll figure out how to turn it around next year.

I guess the one thing we can all agree on from dedicating our lives to this space is that marketing is a wild and unpredictable journey. One day you're crushing it with direct mail, the next you're wondering why you ever thought TikTok was a good idea. In the end, the most successful marketing channel is the one that works for you, whether that's email, SMS, or even sending carrier pigeons.

So, the moral of the story is: try everything, stick with what works, and don't be afraid to pivot if things aren't going well. Happy marketing!

#4 - Finally! Google opens the door to CBD and hemp product advertising

Get ready, cannabis enthusiasts! Google is finally opening the door to CBD and hemp product advertising in California, Colorado, and Puerto Rico.

Starting January 20, 2023, you'll be able to promote your FDA-approved pharmaceuticals containing CBD and topical hemp-derived CBD products (as long as they have a THC content of 0.3% or less) on the world's largest advertising platform.

However, all other CBD-based products, including supplements, food additives, and inhalants, are still off-limits. But don't get too excited just yet – before you can start advertising on Google, you'll need to jump through a few hoops. It's a bit of a process, but hey, at least it's a step in the right direction!

STUMBLED UPON GEMS 💎

STUDYING THE GREATS 🏆

MEME OF THE DAY 😂

Who's feeling like this heading into the New Year?

Ciao until next week 👋