Winmo's Top 5 Most Viewed Articles of 2021
Winmo's top five most-viewed articles of 2021 primarily focused on data-driven insights and emerging trends, including a comprehensive updated list of major agency holding companies and their affiliates to aid in navigating the advertising ecosystem, and an analysis of cryptocurrency's potential as a transformative new revenue source and sponsorship opportunity in the sports industry.
Not surprisingly, the majority of Winmo’s most-viewed blog posts in 2021 centered around data. After 2020, many industries’ KPIs were disrupted and there was uncertainty about how to analyze business operations. Crypto also emerged as a significant topic, with more coverage planned for the new year. Here’s a look back at the information that helped guide professionals through a challenging year.
1) The Ultimate List of Agency Holding Companies & Their Affiliates
Updated December 2021: Navigating the advertising ecosystem is complicated. Agency holding companies expand and acquire entities at a rapid pace. If you’re targeting agencies, it’s important to know which house they’re under, which brand accounts they’re responsible for, and who the decision-makers are. This resource provides a cheat sheet to understand agency/brand relationships, how advertisers place their ads, and the technologies they use.
The list expands beyond the “big four” to include the six most profitable agency networks in 2021, featuring agency-holding companies and their affiliates with at least $5 million in revenue. Read more here.
2) Is Cryptocurrency the Next Big Sports Sponsor?
Cryptocurrencies and blockchain technologies can monetize fan engagement, attract sponsors, and engage the global sports market. When teams understand their fans as whole people, they can foster strategic partnerships that unite interests. Cryptocurrency has the potential to revolutionize revenue streams and the fan experience.
Sports companies ready to take a chance could see cryptocurrency sponsorships as profitable revenue streams. Research shows a significant overlap between the typical sports fan and blockchain enthusiast—male Millennials and Zoomers. Beyond traditional sponsorship opportunities like stadium branding, there are opportunities for experimentation such as crypto-payment at events, NFT creation, and digital gaming. Read more here.
3) 73 D2C Brands Interested in Agencies: Q4 2021
Direct-to-consumer companies from Allbirds to Winc have surged ahead during the pandemic, while formerly brick-and-mortar brands like Pier 1 have shifted to follow the D2C trend. These digitally native brands are extremely performance-centric, but are they paying as much attention to creative and branding? These 73 D2C brands interested in agencies certainly are, according to Winmo’s intent insights.
Information collected about web users’ content consumption or observed behavior can provide insight into their interests. For example, if someone is searching for search engine advertising, SEM agencies, and digital ad strategies, they’re probably ready to turn their AdWords campaigns over to an agency. Bombora’s insights reveal what products and services companies tracked by Winmo are researching. Read more (and download the full list) here.
4) Top 10 D2C Brands By Social Spend: Q2 2021
Will the direct-to-consumer (D2C) market ever be saturated? Consumers can buy luggage, eyeglasses, organic groceries, machine washable rugs, and even retainers without ever stepping foot inside a store. COVID accelerated development, but the top 10 D2C brands had already found success and amplified it during quarantine.
As D2C brands grow, so do their advertising and marketing investments, which increase as revenue increases. There is a significant decline in Twitter spending, while Facebook continues to dominate and Instagram rises in the ranks. All screenshots are courtesy of Pathmatics Explorer. Check out the top 10 D2C brands spending on Facebook, Instagram, and Twitter in 2021. Read more here.
5) Top 50+ New York Ad Agencies
Even as location becomes less important in increasingly digital business relationships, sometimes you want to find a partner in your own backyard. Especially when targeting regional consumers, a local agency already understands the ins and outs of your town. New York City offers ample opportunity to create compelling advertising stories, execute strategies quickly, and work with passionate people.
There are more than 1,200 advertising agencies in NYC. As the business capital of the US, companies seeking success must balance the city’s rapid progress while competing creatively in marketing. This list details 50+ New York ad agencies with a client media spend of at least $100M and a minimum of 50 employees. Read more here.
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