We’re bullish on podcasting. Several supporting stats: 112 million Americans have listened to a podcast, up 11% since 2016. 67 million Americans listen to podcasts monthly, up 14% YOY. That’s nearly a quarter of Americans age 12+. The opportunities for marketers are emerging, especially with several aggregators packaging inventory. Some aggregators can target audiences by geography. There exists lean-in, high recall value with host-read messaging, which is repeated frequently throughout a series, but with limited breaks within each podcast. This week, the IAB released a marketers guidebook to podcasts. Download your copy here.
More On Millennials
Most marketing decision makers are young Boomers are Gen Xers. So we may be forgiven for forgetting that Millennials are growing up, living independently and becoming parents. In short – buying stuff. So here’s a bit this week on Millennials. First, they’re not so brand loyal. Take Jonathan Wu, featured in this week’s Ad Age. He only buys generic brands of drugs, eschewing Tylenol or Advil, and loves Trader Joe’s brand of chicken tikka masala. Among his generation, he’s in the majority. There’s even a startup with the brilliantly obvious name of “Brandless” that sells private-label goods for $3. Tips for marketing to this segment: think more content, less benefits & features. Think more reputation management and influencer marketing and less broadcast. This is the generation that came of age in the perfect storm of the Great Recession of 2008 and simultaneous proliferation of media choices. Meanwhile, if you’re a marketer thinking ahead, all the attributes of Millennials are a bit amplified with Gen Z. Except Gen Z, in its youthful naivete, wants to save the world, with nearly 80% saying they would engage with a brand that could help them make a difference. Thank God, for Gen Z.
Marriage of Search and Shopping
If you’ve checked out Brandless, then you’re thinking about the emerging wave of virtual grocery shopping. Which brings me to retail news this week. Google and Walmart announced a collaboration, where Google Express will sell Walmart items. This is the first time Walmart has offered to sell its inventory via third party. And you will even be able to order items through Google’s voice technology. Additionally, Google gets your shopping data from Walmart, which, you can be sure us marketers will leverage to make relevant recommendations via Google Display Network. Of course, the partnership is meant to compete with Amazon.The e-commerce matchup will be interesting to watch, since, as of now, Amazon snags 45 cents for every online dollar to Walmart’s 2 cents for every dollar.
Friday Freebie: Podcasting Play Book
Super Bowl Eclipsed
In terms of the Meme of the Week, this week the award must go to The Great American Solar Eclipse, which I’m intentionally naming in caps since its status is elevated to that of The Super Bowl. Nearly 26 million viewers across 10 broadcast and cable networks turned into TV coverage. OK, that’s a small portion of the 111 million TV Super Bowl viewers, but you can’t watch the Super Bowl live, from your backyard. It was a much-needed zeitgeist moment of delight and awe. Check out this video of the best scenes here. Stunning images.