Small to mid-sized businesses (SMBs) often find themselves at a crossroads when it comes to digital advertising. With new platforms constantly popping up, it’s tough to know where to invest. Enter Orange 142’s Emerging Channels Council, a fresh initiative that aims to guide SMBs through the rapidly growing worlds of retail media, social media, and connected TV (CTV).
Orange 142, part of Direct Digital Holdings, has long been a key player in digital marketing. Now, with this council, the company is stepping up to offer SMBs a road map to success. Whether it’s understanding how retail media works, targeting audiences on CTV, or finding the sweet spot in social media spending, this council provides the expertise and tools needed to turn confusion into confidence.
Unlocking Growth in New Channels
Advertising platforms like retail media networks and CTV are exploding in popularity. Retail media ad spending in the U.S. jumped 18.5% last year to $43.7 billion. Meanwhile, global social media ad spend soared by 20.2%, reaching a staggering $587.8 billion. Even CTV, once a niche space, saw U.S. ad spending rise by 13.8%. For SMBs, this represents both opportunity and challenge: how do they tap into these growing trends without draining their budgets or wasting time?
Mark Walker, CEO of Direct Digital Holdings, hit the nail on the head: “Emerging advertising channels offer tremendous growth opportunities but can be complex and intimidating for SMBs without the right guidance.” That’s where the Emerging Channels Council steps in—to simplify the chaos and equip businesses with strategies that make sense for their goals.
What the Council Offers
The council is laser-focused on helping SMBs make smart decisions. Here’s what they bring to the table:
- Real-World Examples: They share case studies and best practices, pulling back the curtain on what’s working for others.
- Data Insights: SMBs gain access to the latest research, helping them stay a step ahead of market trends.
- Personalized Advice: Strategic consultations tailor recommendations to individual business needs.
This practical, no-nonsense approach is already striking a chord. Jason Johnson, a leader at the Wilson County Convention & Visitors Bureau in Tennessee, described the initiative as a game-changer: “The council helps us cut through the clutter and focus on what matters. It’s like having a trusted partner in a fast-moving digital world.”
A Commitment to Inclusivity and Innovation
Direct Digital Holdings, the parent company of Orange 142, is unique in the industry. It’s one of the few publicly traded Black-owned companies on NASDAQ and the only Black-owned advertising technology firm. This diversity underscores their commitment to leveling the playing field for SMBs of all shapes and sizes.
At the helm of the Emerging Channels Council is Lindsey Wilkes, Senior VP of Business Development. Wilkes believes this isn’t just about following trends—it’s about creating opportunities. “We want SMBs to not just participate but to lead in these spaces,” Wilkes said.
With their track record in driving ROI and slashing customer acquisition costs, Orange 142 is well-equipped to guide businesses through these uncharted waters. The Emerging Channels Council is more than just a program; it’s a lifeline for SMBs looking to thrive in today’s hyper-digital environment.
For SMBs feeling overwhelmed by the pace of change in digital advertising, Orange 142’s Emerging Channels Council offers hope—and a clear way forward. From breaking down complex platforms to offering personalized guidance, this initiative has the potential to transform how small businesses approach their marketing strategies.