THE “HOW” OF SOCIAL MEDIA: We’re living in the age of social media, no doubt about it. So have you ever wondered what makes social platforms popular and either succeed or fail based on how they actually work? The attached Flipboard link does a really nice job explaining how Snapchat’s functionality transformed social from Facebook’s “life highlights” approach to more of a “be there in the moment” experience. That paradigm shift vaulted Snapchat to success. But sometimes success can be a killer. In Snapchat’s case it’s user growth had two unintended consequences. First, a formidable competitor named Instagram duplicated their Stories approach and started stealing uniques – see how Instagram is effecting Snapchat’s user growth in the graph below. And second, since Snapchat didn’t have an algorithm in place for prioritizing user feeds all posts from those you follow appear in reverse chronological order with no preference towards what you actually want to see. So the more people posting on Snapchat the harder it is to sort through the crap and get to the good stuff. All of this is putting considerable pressure on Snapchat to make changes in order to stay relevant in the social game they helped reinvent.
THE NEWFRONTS ARE ABOUT TO GROW UP: Over the past five years the Newfronts have become the digital equivalent of TV’s Upfronts. It’s become THE way for digital video publishers to pitch the entire buying community for the upcoming annual cycle all at once. However, instead of featuring new shows like the TV networks, publishers have used the Newfronts to roll out cutting edge ad products, targeting capabilities and native integrations. And just like clockwork each year many brands get tangled up in the Christmas lights of the next hot thing for fear of being left behind. But this year’s Newfronts will be decidedly more toned down and dare I say mature. Instead of hyping the next shiny object, publishers will be focused on brand safety and fraud control. In fact, some are going so far as to reposition themselves as an extension of traditional TV, figuring it’s safer to take harbor while the current digital video storm passes. For a complete summary of this year’s Newfronts, and a look at how this phenomenon has evolved over the years, check out the attached AdAge article. Even if you don’t specialize in digital video it’s good to know what this sector of the industry is up to.
COMPETING IN AN 3.0 WORLD: On the weekends I like to do catch up reading on larger trends in our business. Although this one was posted on AdWeek a few months ago, I thought it was important enough to recirculate. The concept of “Agencies 3.0” is emerging, where creative curation joins brand strategy and media execution as three equally important pillars of marketing. The guest author delves into the “Four Ts” needed to compete in this new paradigm – Trust, Technology Talent, and Time. It’s an interesting concept to ponder, and it gives you a sense of how hard it’s becoming for AORs to compete in this ever changing industry.
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