January 7, 2016 MediaStruction

Media Trends To Watch This Week

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

 

Overhyped Marketing Trends of 2015
I can agree with most of Digiday’s list, but would like to add that smart watches aren’t smart without tethered mobile devices and hover boards, besides catching fire, don’t actually hover. 
 

Shout Out To This Admirable, If Not Expensive, New Campaign From Nike
The long-form video is a mashup of native advertising, movie promotion, content integration, social media and a really, really cool way to leverage celebrity endorsement. And just in the case the “build it and they will come” approach to long-form video doesn’t work, the YouTube channel is pushed via a campaign of :30-second TV spots in live sports programming. 

 
New Native Guidelines
In case we needed any more proof that advertising is under attack, just days before Christmas the FTC released new restrictive guidelines on native advertising. Cough, cough Taboola and Outbrain. Cough, cough nearly any online newspaper. Cough, cough Facebook. Meanwhile, click here for one of the year’s best native executions, via Wall Street Journal.
 
Incentivized Ads
…Otherwise known as bribery, where marketers pay consumers to engage with the brand’s message – is catching on. While some might call it a desperate attempt at consumer attention, others say giving consumers something of value in exchange for their time is a workaround to ad disruption. 
 
Read All About It
The Boston Globe may have earned an historic amount of negative media this week when it was revealed that newspaper delivery problems were so severe, reporters took to personally wrapping and delivering newspapers. By the pervasive media coverage you would have thought the Globe had discovered a dead body in the press room. Yes, this was a media blitz about newspaper delivery. As in, is paper still a thing? In a DMA of over 2 million homes, only 10% of them receive the Sunday paper. Even fewer week day papers. Paper mills all over the country are shuttered, parts sold for scrap, former livelihoods of mill workers demolished. And, yet, the outcry of the consumers who didn’t receive their paper, on their doorstep, at the usual time, was robust. Here’s the thing: I believe that the zeitgeist of frustration – of ditched subscribers, and the media amplifying the story – is about more than the delivery issue. I think it’s a response to the subconscious realization of an endangered way of life, of a steaming cup of coffee at a kitchen table, with ink smudged fingers and the latest news. Of a life where one can ease into the day with water-cooler conversations ready via The Boston Globe. Of the endangered employment of hard working delivery people, whose jobs are commoditized, like the papermill workers and the pressmen. And so many others, who are moving from aspirational middle class to lower class without financial adaptations. Because, in reality, anyone with a paper subscription could have just as easily downloaded the content onto any smart device. 
 
Friday Fundays 

It may seem a bit outdated, but we enjoyed Adweek’s take on the best agency holiday cards. We share them here.  On another note, can you say “adorbs”? Can’t get enough of this best use of Snapchat. 

 

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