THINGS TO KNOW IN MEDIA – March 24, 2017

EU Forces Improvement for Facebook, Google and Twitter

This week the European Union put its foot down on digital ill-behavior from the social media giants. It used to be that the online community policed itself. Between fake news, online trolls, privacy invasions, allowing the online community to do the right thing hasn’t exactly passed the bar in Europe. So the EU tells Facebook, Twitter and Google to fix it, or pay the price.

Linear TV Ad Promotes YouTube Star

This week I’m cheering an ad campaign from Samsung. Their marketing peeps are dope. Remember the Ellen DeGeneres Oscars selfie? Genius. Well, they’ve done it again. This weekend I was watching live TV with my 15 year old – we were following with great disappointment the total meltdown of our March Madness bracket – when this spot from Samsung aired. At which point my 15 year old shouts, “Wait, rewind and turn it up. I love this ad.” Not… even… kidding. Turns out, it was a minute-long spot from Samsung, originally aired during the Oscars. With emotionally-laden music, evoking a movie soundtrack, the spot featured famous YouTuber Casey Neistat. Who proceeds to boast of a generation of creators “without big award shows, huge budgets or fancy cameras.” Let’s recap, shall we? Live co-viewing TV in the living room; Millennial-mandated time-shifting to see the ad and crank up the volume; linear TV ad, disseminated via significant media budget, featuring YouTuber with 6.6 millions followers, who boasts his biggest production expense is duct tape. Marketers, this is your new media journey.

Friday Freebie
Click here for a free report from Forrester to assess your brand’s readiness for an omnichannel digital strategy. Since not everyone within an organization understands the words “omnichannel,” “analytics” or even “digital” in the same way, this is a great little freebie to get your team aligned.
Sour Apple
Apple announced a next generation iPad this week. The reviews are mixed. “Perhaps predictably, the lack of pomp about the launch, this update to the iPad is relatively slim on major changes,” wrote a Stuff reviewer. Which is a shame since  iPad’s market share has a serious erosion problem to skinny laptops.
Faux Blimp
Little bit of trivia this week – the last Goodyear Blimp was retired. In the spirit of fake names – it will still be called “the Blimp,” but will technically exist as The Goodyear Semi-Rigid RT. Which is a fancy name for an airship. You say “poe-tay-toe,” and I say “poe-tah-toe.” Either way, the Goodyear airship is still an iconic form of advertising, even more relevant in an age where its advertising can’t be turned off.
Big Changes in Consumer Banking Experience

Congratulations to  Wells Fargo, who announced this week it will be the first US bank to upgrade all ATMs as mobile-phone accessible. Here’s how it works: customers receive a dynamic, unique 8-digit code to enter, along with PIN, to activate ATM usage. Voila! No card necessary, unless your ATM has one of those secure doors. To add a one-two punch, this advancement is a precursor to yet another evolution, which will allow customers to scan their mobile phones across a reader to access the ATM. As quick background, Wells Fargo got in a bit of hot water last year when it was revealed millions of accounts were opened without customer approval. With mobile devices essentially serving as the new human appendage, meaning consumers are probably more dependent on their mobile phones than their thumbs, it will be interesting to see if a technological innovation can overcome poor brand perception. Of course, the other marketing benefit will be all that mobile data, which will be leveraged to segment audiences and create meaningful messaging throughout the consumer media journey. All that said…

Wells Fargo could get overshadowed by Samsung, who is about to release facial recognition for mobile payment. We’ll be watching to see which bank adopts Samsung’s technology first.
Sears In Trouble
We’ve been talking a lot about the viability of big-box retailers. This week Sears announced it has “substantial doubt” it can survive. The brand has not turned a profit since 2010. I believe we sounded the alarm when we read it had sold its Craftsman brand. It gives me no pleasure to write this, having fond memories of my grandmother’s Sears catalog. Here’s another bit of trivia: Did you know Sears used to sell prefab homes? Sold between 1908 and 1940, they were shipped via boxcar and arrived with a 75-page instruction booklet. During some of that time, Sears also offered mortgages. Click here to read whether your old house may be a Sears kit and more of this historical model gone by the wayside.

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