Orange 142 Launches Emerging Channels Council to Support SMBs in Digital Marketing

Orange 142, part of Direct Digital Holdings (NASDAQ: DRCT), has announced the creation of its Emerging Channels Council, an initiative aimed at helping small and medium-sized businesses (SMBs) navigate fast-growing advertising channels such as retail sources, social media. , and connected TV (CTV). The move is part of Orange 142’s ongoing commitment to equipping SMBs with the tools and insights they need to thrive in a complex digital environment.

Enabling SMBs to Navigate Emerging Channels

The advertising ecosystem continues to evolve, providing new platforms and technologies that bring both opportunities and challenges. The Emerging Channels Council is designed to provide SMBs with strategic support, including best practices, case studies, trend analysis, and personal consultation, to guide their investments in these growing areas.

“Emerging advertising channels offer tremendous growth opportunities but can be complex and intimidating for SMBs to navigate without proper guidance,” said Mark Walker, CEO, Co-Founder, and Chairman of Direct Digital Holdings. “Our Emerging Channels Council is committed to removing these barriers and enabling SMBs to make informed, strategic decisions that advance their business goals.”

Main Duties of the Council

The council will focus on a number of initiatives to support SMBs:

• Best Practices and Lessons Learned: Sharing successful strategies and real-world examples from industry leaders.
• Research and Analysis of Trends: Provides access to the latest data and insights to anticipate market shifts.
• Strategic Consulting: Provides advice tailored to align marketing strategies with specific business objectives and customer behavior.

Increasing Investment in Emerging Channels

The rise of mass media, social media, and CTV has caused major changes in advertising budgets. SMBs are increasingly moving resources to these areas, which have seen rapid growth in ad spending:

• Marketing Media: US ad spending to grow 18.5% by 2023, reaching $43.7 billion (eMarketer).
• Social Media: Global ad spending to reach $587.8 billion by 2023, up 20.2% year over year (Statista).
• Connected TV (CTV): US ad spending to rise 13.8% by 2023 (eMarketer).

These trends highlight the need for SMBs to stay competitive by adopting strategies that take advantage of the power of these channels.

Critical Leadership and Focused Innovation for the SMB

Leading the Emerging Channels Council is Lindsey Wilkes, SVP of Business Development at Orange 142. Wilkes emphasized the council’s role in positioning SMBs to succeed in a rapidly changing market.