SEARCH IN A “ZERO UI” WORLD: As Voice begins to replace Touch as the primary input method for tech, the UI (User Interface) will undoubtedly change. The golden rule in tech is to be as simple as possible with a “one screen UI”, where users can just touch and go. But as voice-activated devices become more prevalent the trend is moving towards “zero UI” where nothing is ever visually displayed. You can imagine how drastically this change will affect Search advertising? For starters voice-based searches will yield one result instead of the top seven google results on a single page. So how do advertisers become that one search response? Then consider that Search queries themselves will be longer and more question-like, since humans tend to speak in full sentences. The attached AdWeek link breaks down the concerns of and consequences to the Search sector as we enter the Age of Voice. Fascinating stuff to think about.
PROOF OF SECOND SCREENING: Second screening is TV’s dirty little secret that we’re all guilty of. When we’re sitting on the couch watching a show and a commercial break comes on we immediately start using our mobile phones. This is, of course, a problem since TV advertisers are paying big money for ads we’re not watching. But the data behind how much second screening we’re doing has been anecdotal or observational at best, since it’s hard to track exactly how TV viewers are using their phones mid-show – until now. According to the attached Recode article Facebook has started to compare platform usage by viewers of a particular show vs. a base group. The images below tell a very clear story. The first graphic is FB’s usage by viewers of a measured show by the minute. Those medium blue usage spikes coincide with the commercial breaks. Compare that to the second graph of FB users who weren’t watching the show. FB time (which is definitely second screening), doubles or even triples during the breaks. This creates a silent but deadly audience attrition which would never show up in Nielsen’s TV ratings.
MILLENNIALS MARKETING FAILS: Over the past decade there have been countless articles about the importance of marketing to Millennials. But we don’t often hear of what not to do through brands’ failed attempts. That’s why the attached AdWeek article is so refreshing. In it the author dissects five campaigns in which the brands simply tried too hard to connect with this generation, and ended up having their marketing attempts backfire. My fav is the response to Hillary Clinton’s “3 emjoi” Twitter campaign – once you read the article the image below will have you smirking. The take away from these cautionary tales is obvious. Millennials, above all previous generation, know when brands are being fake. So they’ll see through attempts to overtly covet them by trying to fit in with cliché stereotypes, and when brands become something that isn’t genuine. Sometimes just being real is the best approach.
Have a great Monday and stay safe during the eclipse!
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