February 26, 2016 MediaStruction

Media Trends To Watch This Week

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

Advertisers and agencies, still reliant on TV’s reach and branding power are wondering: What to do when the number one TV network, whose popularity is so profound that the name itself has gone meme for “getting it on,” doesn’t offer advertising. Oh, and by the way, connected TV devices, most often used to watch content without ads, is anticipated to grow in double digits. Google’s Chromecast has big plans. So like the cliched existential question “If a tree falls in the woods, does it make a sound,” one has to wonder – why bother to measure TV networks without advertising? 
 
Last Friday Google announced a big change in its layout for search query results, specifically the elimination of ads on the right-hand side of the page. While some marketers quickly leaped to concerns about rising click costs, I appreciate any enhancement the user experience. Fewer ads, more robust content about the advertiser, including social media plugins, like Facebook and Twitter links, is ultimately a good thing. My prediction is that what marketers may lose in slight cost efficiencies, they’ll gain in long-term brand engagement. That, plus there’s the thought that changing up reader familiarity with a layout prevents “ad results blindness.”
 
Forty-five percent of Millennials, nearly half of Hispanics and more than 40% of people with household incomes over $200k are mobile-first car shoppers, according to an Ipsos study. Read here how auto sellers are developing engaging, best practices in the mobile arena. 
 
Viacom is exploring selling a minority stake in Paramount Pictures to combat declining stock value.  
 
While the Oscars, Grammys and Super Bowl still command live, linear TV viewership, these programs also present the opportunity for marketers to engage with viewers across devices. Organizers of the Oscars predict more than 70% of tablet and smartphone owners will  be on their devices while watching this year’s ceremony on TV. In fact, some networks are amplifying linear content with emerging devices, as ABC did last year with “behind the scenes” second-screen Oscar content streamed during the event. 
 
Finally Facebook users have more options when it comes to quickly expressing an emotion. For years, it’s been the most awkward of awkwards when the only option is to hit “like” as acknowledgment of a friend’s loss. But the emoticons are also getting mixed reviews. Read about what Facebook missed…  
 
B2B marketers now thinking like consumer marketers, because behind every business is a person. And besides that, there’s this little thing that has moved the conversation out of a brand’s control and into the hands of the masses. It’s called “the internet.” You know B2B is changing when LinkedIn runs its first ever TV spot in the Oscars. Look for it Sunday night.

 

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