Digital Connect March 6, 2025
Share this story
Welcome to DCW Media’s March 6th edition of Digital Connect, our bi-weekly rundown of platform updates and marketing trends affecting our industry.
Platform Updates
YouTube is working on making their in-stream ad experience less intrusive. Beginning in mid-May, the Google-owned video platform will begin positioning ads during content pauses or transitions. This less jarring experience will increase viewer attention and drive more engagement. DCW is very well-versed in YouTube ads, offering full service from planning to execution, across not only instream tactics, but also with more organic feeling Discovery placements.
Our in-house People-Based DSP now offers IRIS.TV-enabled CTV targeting. IRIS combines first-person targeting with an AI that places ads on the video-level that is contextually relevant to an advertiser's messaging. With the increase in CTV inventory and sellers, almost anyone can buy CTV ads, but DCW can cut through the static to find the best performing partnerships at the most competitive rates.
A recent study by GWI has found that shoppers are now discovering brands and products through social media at a much higher rate than either search engines or TV. The study identified TikTok as the strongest platform for brand discovery, while Pinterest leads the way with inspiration-driven buying. We're quite experienced with both platforms and can work to help retailers harness their power in shopping campaigns.
DCW can now tap into Costco's retail media network via our primary programmatic DSP. Retail media networks are advertising platforms owned by retailers that leverage first-party shopper data to enable brands to target consumers with ads across the retailer's digital properties and partner channels. Big box stores like Costco possess a wealth of proprietary data and we can put it to work for sellers on retailer websites, outside websites, and even in-store. Other retail networks we can connect with include Best Buy, Walmart, Kroger, CVS, and Target.
Vertical Trends & Opportunities
Banks are increasingly offering more personalized, custom products to their customers. These include budgeting and investment tools that usually were not a part of regular offerings. This is an opportunity for digital media to offer more granular targeting and dynamic messages.
Crypto currency gambling is exploding, changing the landscape for casino and gaming. The amount of crypto spent on legal gambling has doubled since 2022, now exceeding6 billion dollars. Crypto offers gamblers enhanced privacy and security, lower transaction fees, a wider variety of games, and faster payouts. Gaming providers have an opportunity to compete for this new type of gambler, reaching more tech-savvy customers on the platforms they use most such as Reddit, X, and programmatic Display site placements.
Spotlight on Long Island Verticals
Private Tutoring & Test Prep – SAT/ACT prep centers, tutoring services, and professional certifications need local advertising. This is especially relevant given our experience with test prep products and exam facilitation.
Cosmetic Surgery & Med Spas – There’s a high demand for plastic surgery, dermatology, and aesthetics, making Instagram and TikTok great for lead gen. DCW is well versed in promoting bariatric surgery and other healthcare offerings.
Dental & Orthodontics – Local practices need patient acquisition strategies, including Google Search Ads and Meta Ads. Digital campaigns can pair hyperlocal targeting with standout messaging to drive new customers. Build local trust with platforms such as Nextdoor.
Car Dealerships – an opportunity with high budgets, and high competition, especially with the car-buying season approaching. Long Island and the automobile go hand in hand, just as traditional efforts like TV, Radio and OOH should go hand in hand with digital solutions such as Social Media, CTV, and Programmatic Audio.
