The new council empowers SMBs to effectively
integrate these channels into their marketing strategies
HOUSTON, Nov. 22,
2024 /PRNewswire/ -- Orange 142, a division of Direct
Digital Holdings (NASDAQ: DRCT) and a leader in digital marketing
solutions supporting small to mid-sized businesses, today announced
the formation of its Emerging Channels Council, a dedicated
initiative designed to help small and mid-sized businesses (SMBs)
navigate and capitalize on emerging advertising channels such as
Retail Media, Social Media, and Connected TV (CTV). This new
council aims to provide SMBs with strategic guidance, best
practices, and the latest research to support their investment
shifts into these dynamic and rapidly growing channels.
As the advertising landscape continuously evolves, new platforms
and technologies frequently emerge, presenting fresh opportunities
and challenges for marketers. The Emerging Channels Council at
Orange 142 is set to empower SMBs to stay ahead of the curve by
effectively integrating these new channels into their marketing
strategies.
Strategic Empowerment for SMBs
"Emerging advertising channels offer tremendous growth
opportunities but can be complex and intimidating for SMBs to
navigate without the right guidance," said Mark Walker, CEO, Co-Founder, & Chairman of
Direct Digital Holdings. "Our Emerging Channels Council is
committed to demystifying these platforms and enabling SMBs to make
informed, strategic decisions that drive their business objectives
forward."
The council will focus on several key functions to support
SMBs:
- Best Practices and Case Studies: Sharing insights and
successful strategies from leading SMBs and industry pioneers.
- Research and Trends Analysis: Offering access to the
latest data and trends to help SMBs anticipate market shifts and
align their strategies accordingly.
- Strategic Consultations: Giving personalized advice and
support to help SMBs tailor their approach to fit their specific
market needs and customer behaviors.
"In today's market, there are more ways than ever to reach
consumers. From retail media networks to connected TV, the options
can be overwhelming," said Jason
Johnson, Executive Director at the Wilson County Convention
& Visitors Bureau in Tennessee. "The Emerging Channels Council will
be instrumental in helping us understand these new avenues. By
demystifying these channels, the council enables us to make more
informed decisions about where and how to engage our audience
effectively as we navigate the increasingly complex digital
landscape."
Emerging Channel Growth
SMBs are increasingly shifting their advertising budgets to
digital. As that occurs, they must ensure they don't miss new
opportunities with emerging channels, including retail media,
social media, and CTV. Each has seen tremendous growth in ad spend
over the last year:
- Retail Media: U.S. spending grew 18.5% in 2023, reaching
$43.7 billion (eMarketer).
- Social Media: Global ad spending hit $587.8 billion in 2023, up 20.2% year-over-year
(Statista).
- Connected TV (CTV): U.S. ad spending increased 13.8% in 2023
(eMarketer).
"The Emerging Channels Council is not just about keeping pace
with industry trends; it's about setting SMBs up to lead and
innovate," said Lindsey Wilkes, SVP,
Business Development, and newly appointed leader of the Emerging
Channels Council at Orange 142. "By harnessing the collective
expertise within Orange 142, we can provide SMBs with the tools
they need to excel in Retail Media, Social Media, CTV, and
beyond."
With a robust portfolio of digital marketing and programmatic
solutions, Orange 142 excels in driving ROI and reducing customer
acquisition costs for SMBs across a variety of platforms. The
formation of the Emerging Channels Council underscores Orange 142's
commitment to advancing the interests of SMBs and ensuring that all
advertisers, regardless of size, can leverage the full potential of
the digital landscape.
Direct Digital Holdings is one of the few publicly traded
Black-owned companies on NASDAQ and the only Black-owned publicly
traded advertising technology firm.
About Direct Digital Holdings
Direct Digital Holdings (Nasdaq: DRCT) brings state-of-the-art
sell- and buy-side advertising platforms together under one
umbrella company. Direct Digital Holdings' sell-side platform,
Colossus SSP, offers advertisers of all sizes extensive reach
within the general market and multicultural media properties. The
Company's buy-side platform, Orange 142, delivers significant ROI
for middle-market advertisers by providing data-optimized
programmatic solutions for businesses in sectors ranging from
energy to healthcare to travel to financial services. Direct
Digital Holdings' sell- and buy-side solutions generate billions of
impressions per month across display, CTV, in-app, and other media
channels.
About Orange 142
Orange 142 is a digital marketing and advertising company with
offices across the US. We service marketers and agencies. We are
part of Direct Digital Holding, the ninth Black-owned company to go
public.
We help marketers of all sizes grow their reach and revenue
through data-driven media strategies. We also partner with agencies
and execute campaigns on behalf of their clients.
Our team of experts has a deep understanding of the digital
landscape and the latest advertising and marketing technologies. We
work closely with our clients to develop and execute custom
advertising and marketing campaigns that meet specific goals.
We are committed to providing our clients with the highest level
of service and transparency. We believe that open communication and
collaboration are essential to the success of every advertising and
marketing initiative.
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SOURCE Direct Digital Holdings