SOCIAL MEDIA MANAGERS REJOICE
As a Valentine’s Day present to social media managers who like to keep their personal and their business identities distinct, Instagram announced this week that they are finally going to allow users to toggle between multiple accounts.
“Many people today struggle with information overload. We shift our attention between online and offline activities every 45 seconds, according to Gloria Mark, professor of informatics at the University of California at Irvine.”
In a world of information overload, advertisers need to respect their audiences and reach them in environments where the message can be heard
GOOD NEWS FOR QUALITY CONTENT
The FT hit a readership record: 780,000 paying readers, the highest in their 128 year history. In his latest newsletter, Ben Evans says,
“The FT now has the highest paying readership in its history. Remember how ‘pay walls’ were a staggeringly stupid idea? The Times is also now breaking even.”
This is also a win for advertisers (like books!) that match well with the audiences on these blue chip platforms (The FT, the New York Times, etc.). Reaching a committed reader in a place where s/he is reading relevant, engaging information. The best advertising shows its target what they want when they want it.
From USA Today on last Sunday’s Super Bowl: “According to Venables Bell & Partners, 78% of people were more excited about the commercials than the game last night.”
HOW DO YOU MEASURE AD SUCCESS?
That Mountain Dew ad freaked me out, but it was successful (especially when you remember that 40+ year old men are not the target demo):
“Mountain Dew’s director of brand marketing Sadira Furlow told Adweek the Super Bowl campaign generated 11 million views across social media since its first teaser spot launched on Jan. 22.”
SNAPCHAT USER STUDY
While I watched the Super Bowl with my Twitter stream running, my 15 year old son was watching it with Snapchat running. While dedicated Snapchat users are a growing bunch, a recent study suggests they’re not engaging with the branded content as much as they are with their friends. To the question “How often do you buy something you saw on Snapchat,” 87% of respondents replied “Never.” 54% of respondents said they never watch Snap Discover Stories.
THE TOP SUPER BOWL ADS
Hub Spot lists the top Super Bowl ads: Heinz, Snickers, Pokeman, Axe . . . Though it was the least flashy, I wonder if the most successful ad of the night wasn’t the one for the new Jason Bourne movie. It reached it’s target audience, delivered the message they wanted to hear (after taking a movie off, Matt Damon’s back as Jason Bourne!), and stuck in the mind. No tricks, just the right ad at the right time. Maybe only Beyonce’s ad for “Formation” directly following her performance was better targeted.
MOBILE USAGE WAS HIGH DURING THE 2016 SUPERBOWL
The second-screen phenomenon for huge live events is a regular thing. You probably knew that already, but it’s always worth a reminder.