ampmedianewsletter-blog

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A new study has found that people would rather watch multi-episode video series than one-off videos. This finding has given Facebook developers an optimistic view into the future, as their new TV-like tab, “Watch”, is about to launch. Right now, Facebook is currently struggling to maintain users; people are spending less and less time on the platform. Millennials are now spending their time on platforms like Instagram and Snapchat, two media sites that encompass video very well, which is most likely why Facebook has decided to launch Watch. Hopefully for Facebook, serialized, multi-episode programming will help boost engagement on Watch.

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Many brands and agencies are starting to gear themselves towards getting out in front of the 6 second ad movement. It is believed that this format, paired with frequency, will make it easier to reach millennials and Gen Z consumers who have shorter attention spans. These 6 second spots allow consumers to be more focused, and even foster a deeper level of human connection. Interestingly enough, if a marketer is trying to reach someone for the first time, the shorter the better. If a marketer is retargeting a consumer, that’s when ad time can be increased to 15-30 seconds. Essentially, if a potential consumer hasn’t heard of a brand, they’re not going to want to stick around and watch a lengthy ad.

Adweek - August 10th, 2017

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According to a source, Giphy, the GIF providing search engine within messaging services, will soon be testing sponsored GIFs. This will be the first time that Giphy will be working with any sort of monetization, so it could be a while until users see any sort of sponsored content. The way it will work is, when a user types in something such as “Monday”, a GIF of a Starbucks cup might come up; or if a user types in “wooo” a GIF of someone pouring a shot of Jose Cuervo might appear. Developers believe that this kind of paid content will aid in brand recognition, similar to Snapchats face filters. Since the GIF is coming from a friend or coworker through a messaging service, this will add value to the GIF, therefore allowing the receiver to make a deeper connection with the brand. 

Tech Crunch - August 1st 2017

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Twitter reported its second-quarter earnings today, and things are not looking good. The Twitter stock went down by more than 12% along with its user growth. Simultaneously, Twitter’s advertising business has been stalling.

Read more about it here.

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Google is rolling out an update to it’s feed, showcasing the information it’s knowledge graph has built on users while allowing them to “follow” certain topics and people to shape what they see in their feed. Soon the stark Google.com homepage we have all come to know and love, will be receiving a facelift.

Read more about this Google news feed update here.

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Despite all of the negative feedback Snapchat has been receiving, there are in fact ways to utilize its new map feature for marketing purposes. Three of the most useful ways marketers can take advantage of this new tool is though influencer awareness, the analytics tool, and the heat map. Influencers can make their presence known at an event by going public and therefore allowing their followers to connect with their current location. The analytics tool can be useful in showing: brand visibility within actual photos and videos of Snaps, which locations feature the brand most, and the demographics of those Snapping the photos. The heat tool can be used to show where the highest concentration of Snaps are taking place. From there, marketers can either put a geofilter in place or use some non-digital marketing tactics such as pop-up events or billboards.

Social Media Today - July 18, 2017

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Data-driven commitments nearly tripled year-over-year during NBCU’s 2017-2018 upfronts as part of a total 8% growth that nearly matches the communications giant’s 10% growth from the previous cycle.

Learn more about how audience-based buying and branded content are driving growth at traditional media companies here.

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Reaching high net worth audiences can be tricky. Learn how AMP helped one client maximize efficiencies for a luxury brand by relying on personas rather than shopping habits to prospect.

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As podcast advertising continues to grow, the Interactive Advertising Bureau (IAB) has developed updated measurement guidelines for podcast networks and marketers to ensure accuracy of measuring downloads and audience sizes.

Read more about the IAB’s efforts here.

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Millennials are the social generation - and it shows. Among 18-29 year olds, Twitter, Instagram, and Snapchat are among the top-loved brands (no surprise), but ride-sharing apps like Lyft and Uber also hold top spots. 

For more on the brands winning among Millennials - including a few surprise entries - see here.

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Pinterest is banking on its wealth of visual search data to help brands and advertisers drive consumer purchasing behavior over the summer, with packages specially designed to drive relevant brand presence over the summer.

Learn more about Pinterest’s pitches here.

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Recent research presented at the 2017 Cannes Lions International Festival of Creativity has revealed that in addition to television and film, women are also highly underrepresented in advertising. They found that 25% of ads feature just men, while 5% of ads display only women. Of that number, 18% of males have speaking roles, while only 3% of females do. Traditionally, women in ads are portrayed between the ages of 20-40 years old, either in provocative clothing or located somewhere in the kitchen. On the other hand, men are depicted at any age, as either funny, intelligent, or job holders. The Geena Davis Institute on Gender in Media said that in order to combat this issue, creatives need to rethink and break away from the stereotypical gender norms of women in media. 

Ad Week - June 26, 2017

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Brand Takeovers: The Most Effective Way to Advertise on Social Media

A new study done by Twitter and IPG Media brands confirms that promoted videos that run at the top of users’ time lines are more effective than “standard view” ads that appear throughout the same feeds. According to the findings, takeovers are on the viewer’s screen an average of 50 percent more than ads that appear lower in the feed. These types of ads were found to be “more relevant and less intrusive to the user” than brand takeovers of websites.

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Consumers want to be connected constantly and everywhere. This is why smartphones have gained so much popularity over the past years. According to Mary Meeker’s 2017 Internet Trends report, consumers and their love for internet usage on mobile devices are going nowhere. Meeker’s massive report is considered as “the State of the Union for the internet.”

According to the report, US adults now spend over 3 hours per day on the internet on a mobile device compared to under 1 hour per day in 2011. As consumers are increasing their time on mobile devices, advertisers have taken notice. While total online ad spend is steadily growing, mobile ad spend has taken over desktop ad spend just as it had taken over usage time. The report also highlights that advertisers should be spending more on mobile. People spend 28 percent of their media time on mobile yet it only receives 21 percent of ad spend.

TechCrunch - May 31, 2017

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Last week Instagram Stories rolled out yet another feature which had first been brought to the market by Snapchat: selfie filters. Snapchat first made this feature popular that allowed consumers to be able to transform their faces from animals (like baby deer and bunnies) to the elderly adding wrinkles and grey hair. Eight initial “face filters,” as Instagram calls them includes Nerd Glasses, a Butterfly Crown, and Koala nose and ears. This is the last major feature from Snapchat that Instagram has cloned virtually mirroring Snapchat’s creative tools. It will be interesting to see what Instagram Stories has to roll out next knowing that it will most likely be a first in the marketplace.

TechCrunch - May 22, 2017

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The influencer strategy is quickly being adopted by many brands to help get their message out to a specific audience that a certain influencer has a connection with. As more and more influencers arise out of the sea of social platforms, brands are having trouble find the right influencer for their campaigns.

Insert Artificial Intelligence (AI). Some tech-centric agencies are using AI-informed approaches to solve this problem. Companies like Influential, will analyze posts in the social media ecosystem to find common words associate with a brands name, message, or campaign. For example, Mazda was looking for influencers to drive their new car to SXSW. Using Influential, they were able to find “artsy extroverts with a flair for excitement” which could be signaled by exclamation points and emoji’s. Another company, Ayzenberg, uses a system that deciphers patterns in language used by Instagram, Facebook, and Twitter users with a relatively robust following (<10,000 followers) to determine whether they fall into categories associated with personality traits sought out by the advertiser.

Ad Age - May 15, 2017

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With virtual assistants such as Amazon Echo and Google Home becoming more prevalent in American households, usage in these voice-enabled speakers is expected to grow almost 130% this year. A report done by eMarketer predicts that 36.5 million Americans will use a voice-activated assistant at least once a month which is a 128.9% jump from last year. Millennials (ages 25-34) are the largest group which make up about 26% of virtual assistant users.

eMarketer - May 8, 2017