July 15, 2016 MediaStruction

Media Trends To Watch This Week

Here are the items from the perpetually evolving advertising world that caught our eye this week…
How Angry Are Those Birds Now?
Unless you’ve been under a rock this week, you may not have been able to avoid the overnight sensation that was Pokemon Go, a mobile artificial reality game, which became the most downloaded app ever. Of course haters are already pointing out that some users have had server issues, been physically accosted by miscreant traps, and even Sen. Al Franken is railing about the privacy invasion as the game gains access to Gmail and other Google apps without permission.  But where there’s a privacy invasion, there’s also a marketing opportunity. Read here how marketers can leverage the phenomenon that is Pokemon Go. And here is a PokeGif that just made my day.
Many Brands Are Learning How To Leverage The Power of Instagram.  Here are Track Maven’s free how-to learnings from the biggest brands, including best times to post, trends in hashtag and filter usage and more. Why Instagram? Because it has the highest average engagement level among the social networks. As example, B2B brands have seen 20x more engagement on Instagram than LinkedIn. One tip: Don’t provide social media content, like it’s a 9-5 job, because weekends are prime time for engagement. 
Video Was Supposed To Kill the Radio Star
And email, SEM and online display was supposed to kill phone calls. But none of that happened. Invoca, a call intelligence firm for marketers, reports that digital and mobile are driving more calls than ever to businesses. Couple key findings: Customers move between mobile search, web, social, display, email and apps. (A complicated consumer journey making our jobs more challenging.) The correlation of online channel exposure to calls rose 23% year over year. That’s a big increase, and it wouldn’t be a stretch to suggest smart phones have a huge influence. Lunchtime is the most popular time for calls, especially on Mondays. For brands looking to optimize consumer engagement and sales via calls, click above to download the full Invoca report. 
Neustar and Dish Form Partnership
to serve addressable TV ads based on data fusion with a brand’s first-party CRM data. It’s another step in the direction of addressable TV, but will the compensation model hold for TV content providers? 

Time Inc. Announced Wednesday
it’s restructuring to include more emphasis on native advertisement, which apparently is a less commoditized way to monetize content these days. BuzzFeed and Vice Media are making a killing on native. And native is Outbrain’s and Taboola’s primary model. That said, if so much emphasis is on “native,” then how is the average Joe to know what’s sponsored content and what’s regular gumshoe journalism? It’s a fair question since this week it was also announced Warner Brothers got into some trouble with an FTC consumer watchdog group for failing to disclose paid-for-reviews, another incarnation of “native” content. Which is a bummer because native and influencer marketing are super powerful amplification tactics.


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