August 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…

 

Anti-Social Media

Twitter is shutting down hundreds of thousands of accounts for promoting terrorism, increasing the number of shutdowns exponentially each month. It’s an interesting psychological phenomenon that encourages social media to amplify rage. Some psychologists hypothesize: When everyone has a voice, that garners a disproportionate attention to the individual, swelling our self-esteem disproportionately as well, which negatively impacts self-control. That, and the ease of posting something online, along with the physical isolation of a lone person and a mobile phone, creates a social environment humans haven’t yet mastered navigating. And, yet, social media is a powerful, powerful tool to connect humans. Let’s hope we figure it out before it destroys us. 
You know that interstitial ad for mobile that gets all the clicks? Mostly because the reader almost has no other choice but to try and opt out to get to the desired content. Well, Google has decided that experience is rather annoying and will decrease the search ranking of mobile sites displaying that ad unit. Read about the changes coming from Google’s product manager. 

We’ve written quite a bit lately about B2B marketers adopting the strategies of B2C marketers. But appropriate campaign measurement can be a challenge. Some of this has to do with the skillset and experience of senior B2B marketing teams, more closely aligned with sales/distribution than messaging. The measurement myopia all marketers risk is measuring quantitative performance indicators, like clicks, calls and conversions, because they can. The weakness there, according to Forrester Research, is that quantitative measurement fails to understand what’s important: consumer consideration and awareness. And these drivers are key to long-term customer lifetime value.

Here are some statistics of note: Mobile commerce grew over 56% last year; mobile searches with local intent (words like “near me” or a specific zip code) doubled last year, according to Google. Mobile is now mainstream for retailers. Just this week I met with a lifestyle center management company who said 2016 was the year more email opens came from mobile devices than desktop. Read about the 2017 Mobile 500 Report for best practices for your retail business’ mobile strategy. 
Thanks to pressure from investors. Spotify is prepping to go public, even as its net revenue last year was in the red, by several hundred million. Here’s the challenge: the model – subscription versus ad-backed – hasn’t been ironed out; the record companies want their fair share, which eats up over 50% of Spotify’s revenue and the artists, themselves, don’t like the idea that listeners can access a new album essentially for free by creating their own playlists. oh, and there’s plenty of competition. With terrestrial radio listenership bowing to streaming, I can see the initial stock value proposition. But with so much friction, it would be nice to see a positive revenue track record.

 

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