Good morning, are you making any conference plans this fall? 

According to the survey we conducted last week, 66% of marketers said they would not be attending any conferences or live events this year unless a vaccine for COVID-19 becomes readily available. We had more than 250 responses, and overall, those who completed the survey (most from the U.S.) said there was just a 4-out-of-10 chance they would attend a conference before the end of 2020. 

The survey results are not surprising. The COVID-19 pandemic has been devastating for the trade show and conference businesses, with many companies — including MarTech Today — moving their events to virtual platforms. But, as our own VP of Content, Henry Powderly notes, “The value and experience for attendees, exhibitors, speakers and marketers is hard to replicate in a webinar platform.” 

Having to cancel an event you’ve put so much effort into creating is difficult, but it’s the right call. Still, the uncertainty of when in-person events will return is a looming concern for many of us — what will such events look like? And who will feel safe attending? In the coming weeks, we’ll be  redeploying our survey, hoping to get a better understanding around these questions. 

Is your team currently using any enterprise project management or workflow platforms? Marketing and MOPs projects make for “ideal use cases” for such tools — even more so now that everyone is working remotely. 

“Marketing is one of those functions that really exists in almost every company in the industry and many times is a lighthouse or very visible part of how companies actually execute,” says Smartsheet’s CPO Gene Farrell, “It’s also an area where you’re typically collaborating across both internal and external stakeholders with agencies and other creative groups.” 

Not only do project management and workflow tools help keep projects on track and moving forward, they lend an elevated level of transparency and accountability, says MarTech Today research director Pamela Parker. She says the impact of COVID-19 on businesses will likely spur even greater interest in these solutions. We’ve put together a comprehensive guide of enterprise project management tools that includes 15 vendor profiles for anyone currently looking into solutions.   

Don’t stop reading yet, we have news about MoPub’s latest in-app ad offering below. 

Amy Gesenhues,
Senior Editor

MarTech Minute

MoPub enlists App Annie to deliver new in-app ad inventory packages

Mobile app monetization platform MoPub has launched ad inventory packages based on Apple App Store and Google Play Store trends curated by App Annie. These ad inventory packages were first launched as a beta last November, but now are available for all advertisers and DSPs via the company’s Deal ID platform. The MoPub Inventory Packages are designed to improve ad targeting for MoPub’s demand side partners and advertisers, making it possible for advertisers to “tap into top apps classified by in-app revenue; apps curated by age, gender, and regions of users; and by leading categories such as Entertainment, Sports, News, or Lifestyle.” 

Why we care: With nearly everybody’s screen time on the rise these days, in-app ads offer prime opportunities for advertisers looking to connect with consumers. The combination of MoPub’s ad inventory powered by App Annie’s data could be a big win for DSPs and advertisers in terms of securing ad placements in top-performing apps. 

LinkedIn rolls out new product dubbed ‘Virtual Events’

In another move to keep people connected to their communities, LinkedIn has introduced Virtual Events, a new feature that allows brands to bring live events online via their Page. 

Why we care: With Virtual Events, brands on LinkedIn can target a specific audience and design a more personalized experience. LinkedIn has also added a new Video tab to streamline the process of organizing, archiving, and sharing video content – which is especially useful when creating on-demand virtual experiences. 

In other martech news …


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What we're reading

We've curated our picks from across the web so you can retire your feed reader

Forget the Martech 5000. Try the Martech 500 Million. – Chief Marketing Technologist Blog

Three Ways Marketers Can Apply Agile Principles To Adjust Quickly During The Crisis – Forbes

How Walmart uses AI to enable two-hour Express Delivery – VentureBeat

The new class of CEOs at Verizon, AT&T and T-Mobile – The Verge

As States Reopen, Conversion Patterns Point to Early Programmatic Recovery – Street Fight

Data Activation Important To Stay Afloat In A Deluge Of Insights – AdExchanger

Yes, websites really are starting to look more similar  – The Conversation

‘A’ is for ad money oddly gone missing: Probe finds middlemen siphon off half of online advertising spend – The Register