October 17, 2016 MediaStruction

Media Trends To Watch This Week

Here are the items from the perpetually evolving advertising world that caught our eye this week…

 

 
It’s a bad week for Samsung and Yahoo, unless you are good at shorting stock. Samsung, as you probably heard, can’t seem to get the fires under control so it has just given up on the Galaxy 7. Yahoo can’t douse another type of flame. As you probably remember, Yahoo admitted a few weeks ago to a huge hack of hundreds of thousands of emails. Then this week it admitted it didn’t couldn’t do to the government what Apple did – “just say no” – so Yahoo let the government scan a bunch of emails. Like millions. And then there was the massive data breach. Now, as Yahoo users are fleeing to the hills, the users have discovered they can’t forward emails to a new e-dress. Yahoo says it’s coincidental timing. Analysts, not so much. Because, besides catching potential terrorists and violent criminals, what else can scanning emails do? Create a powerful predictive targeting ad tool.
 
If you’re worried about privacy, then I’m not sure how you’ll feel about Expedia’s marketing initiative using facial recognition to match you with a particular Hawaiian island. I wonder if it takes skin tone into consideration. If so, then I definitely could use a trip to Hawaii. I just hope it doesn’t say I look more like the sunshine of Syria. Check out your match here.
 
This week Facebook launched its “Workplace” platform, a network for employees to connect and collaborate. Think combination of Slack, Gmail and Asana – social media with no ads. And a really, really affordable price point. Take that, LinkedIn. Facebook says it won’t use information from Workplace to target ads on personal accounts. But at a monthly fee of $1 to $3/user, how long will it be before an ad supported model is adopted? My guess is at about the same time there’s significant scale.
 
It’s not every day that we in the advertising industry get feedback as to what makes the “perfect ad.” So read here what Millennials say that want in a mobile ad.

No surprise it involves the ability store and share. In a bit of an eye opener, for Millennials, the ability to control ad engagement trumps ad relevance. But, then again, this is the generation that paved the way for giving up privacy for convenience.
 

It’s a beautiful marriage of sports content with live video streaming, to a long-tail audience. Not literally an audience with long tails, but a tiny segment, who, when aggregated as a target audience, makes a viable business model. Time Warner’s Bleacher Report will live stream high school football games, via Facebook. Millennials live in a world of images, and they’ll love the footage from drones and GoPros. For now, Bleacher Report is focused on developing an innovative viewer experience, before it attracts brand advertising. It’s great when a company has enough patient capital to innovate and wait to nail the experience before it goes to market. Pardon the pun, but we see this as a strategic play on the part of Bleacher Report.

 
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