Let’s see what this week’s numbers say about online advertising, shall we?
- 21% of marketers worldwide will revolve US sponsorship efforts around the Olympics this year, putting it ahead of the NFL (20%) and NBA (18%), per January 2024 data from Genius Sports. The Summer Olympics could be the most-watched television event in eight years, according to the International Olympic Committee’s (IOC) reporting.
- Today, 52% of U.S men report using skincare products, according to market research firm Mintel. That’s up from 31% who said the same just two years ago. Facial skincare is especially popular among Gen Z men (ages 18-27 in 2024), of which 68% use facial skincare, compared to 42% in 2022, showcasing a significant opportunity for brands to focus on these increasingly engaged demographics.
- Based on surveys conducted during the first quarter of the year, Morning Consult determined that BAND-AID is the most trusted brand overall, with a net trust rating of 60.6, referring to the share of consumers who trust the brand minus the share who distrust it. BAND-AID was also the most trusted brand last year and the year before, and was also named the top brand by overall brand health earlier this year. The only tech brand in the top 5 is Google, which moved up to the third position (54.5 net trust). Meanwhile Amazon fell to the sixth spot (53.9) after coming in third last year.
- Google’s announcement on Monday that, on second (or third) thought, it won’t kill third-party cookies in Chrome after all has left the industry grappling with a slate of unanswered questions. Still, Chrome has restricted third-party cookies by default for 1% of Chrome Stable clients and 20% of Canary, Dev and Beta clients. It is important for sites and services to start preparing for third-party cookie restrictions, including moving to more private alternatives. Advertisers fear an Apple ATT-esque universal prompt that discourages consent for tracking. If Chrome imitates Apple, there may be a de facto deprecation of the third-party cookies as a viable signal, too, since potentially only a slim percentage of users would consent to tracking. In that case, advertisers would still have to primarily rely on cookie alternatives, including the Chrome Privacy Sandbox.
