April 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…

 

Snapchat 2.0
Discover everything you need to know about all the social photo app’s new features. If you don’t “get” that little Snapchat ghost, just know, for many Millennials, it’s totally addictive. It’s private, and puts user in control – with video, emojis, selfies, drawing and a host of other features to connect with friends, Snapchat lets your personality shine through, without worrying about anything remaining on your permanent record. Because while Facebook is reminding you of anniversary posts every other day, once something is viewed on Snapchat, it’s gone forever. 
 
Where Are the TV Ratings Disappearing To?
Apparently to online video, where young people aged 12-24 watch 2.5x video to linear TV.
 

All it takes is a little imagination to envision all the marketing uses for virtual reality. Take StubHub, for instance. What an ingenious idea to sell concert tickets.

 
AOL’s Self-Serve TV Buying
AOL isn’t just an online display ad aggregator. It isn’t just a publisher. It’s also a media planning and attribution agency. Just like many others in the confusing lumascape of digital media where everyone is doing everyone else’s job. In this new TV buying initiative, AOL has partnered its attribution tool, Convertro, which Forrester rates as a best in class, with a programmatic platform for linear TV purchases. It’s not yet addressable TV buying, meaning targeted specifically to a household based on behavioral attributes of that particular household, but it’s getting mighty close.

 

Harvard Confirms What Don Draper Knew in 1965
Just when the government and digital industry titans (Apple versus US) are fighting to maintain the balance of privacy protection versus intrusion need, Harvard reveals a study saying consumers actually like targeted ads. The targeted display ads not only change how consumers feel about the advertised product, but how they feel about themselves.

 

NFL On Twitter
Remember when we said we didn’t see it coming that Facebook would win streaming rights to NFL games? Well, snap! Twitter just worked an end-around and won rights to stream 10 Thursday night NFL games next year. Terms (cost) of deal are not yet disclosed. You say “Twitter who?” but NFL commissioner Roger Goodell says it wasn’t just about the highest bid, but Twitter’s reach. Which is a curious rationale considering Facebook’s reach far exceeds Twitter’s, like seriously. Facebook has 968 million daily active users to Twitter’s 316 million monthly users. Who will lose the largest piece of this ad revenue pie? Local TV stations, whose inventory will be replaced with the ads Twitter can sell. It may take some time for local stations to feel the ratings erosion, considering so many local markets are still diary measured. 

  

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