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This week: the advertising industry has some challenges; projected ad spending by device and format through 2020; how journalists consume PR content; Yahoo's difficult situation; the hot Facebook marketing trends for 2016; Twitter turns 10; beating the Instatram algorithm; Snapchat's plans for brands; Uber for everything doesn't work; embracing civility over trolls; the brand as publisher; the security-privacy battle and PR; don't measure SOV; attention and genius; the Zignal Labs chart of the week, our weekly trivia challenge, podcast pick and more.
Virtually everything you need in business intelligence. If you’re on Flipboard, you can get these links — and additional ones — by subscribing to The Full Monty Magazine at smonty.co/fullmontymag.
If you're around at 9:30 pm ET on Sunday evenings, you can get a preview of a couple of topics from the week's via the live video on Facebook. If not, you can always catch the replay here:
- I'll be in New York City this week, speaking to Google. Let me know if you're around.
- Upcoming speaking engagements include the YouToo Conference at Kent State University on Friday April 8, 2016.
- The ad industry has higher turnover rates than other comparable industries and is always battling morale issues. But why do so many people leave the ad industry? I used to be in it; maybe I'll tell you about it some day.
- Bob Hoffman (aka the "Ad Contrarian") notes that the ad industry is suffering from three delusions: brand, digital and age. While he is a contrarian, he has valid points in this talk.
- Spending on paid media is expected to rise 5.1% in the US, or $192 billion — a slower rate than previously anticipated, as TV and radio investments are scaled back. And TV is taking a smaller share each year for the next 5 years:
- Digital video advertising keeps expanding; in fact, it's the fastest growing category on mobile. Below you can see the projected US digital ad spending by device and format until 2020.
- Of course, video viewability, click-throughs and completion rates vary by industry.
- And Nielsen is taking a step into the modern era by breaking down TV streams by device.
- Here's all you need to know about programmatic advertising, including the players, terms, targeting, and how it's changing.
- This media study reveals how journalists consume PR content and their need for more quality multimedia online newsrooms. And yes, the press release is something of an outdated source for stories.
- HBR and Russell Reynolds Associates have the results of a survey of the industries most disrupted by digital. Unsurprisingly, media organizations were the most disrupted and telecoms and consumer financial services close behind.
- Audi won the New York Auto Show with is clever approach on the stand: providing free wifi for members of the press, and making every wifi network name a product proof point.
|Audi wifi networks (Image credit: AdWeek)|
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Some of the results are going to really surprise you.
- Things aren't looking good at Yahoo. The company's ad revenue will drop 14% this year and its share of the global search market will shrink from 2% to 1.7%.
- Meanwhile, activist shareholder Starboard Value will replace the entire board of Yahoo if it gets its way. And if that happens, Marissa Mayer may be on her way out.
- And while Yahoo continues to pursue a sale, Microsoft offered to financially back any buyers that need additional funds. After all this time, Microsoft may finally get a piece of Yahoo.
- The hot Facebook marketing trends of 2016 include Instagram video ads, carousel ads, local awareness ads, Audience Network for mobile web, Canvas ads and placement optimization. Study up and stay ahead of the competition.
- Facebook is testing a system that may notify you if someone is impersonating your account.
- Twitter turned 10 this week, and they celebrated with a tweet (naturally) and a touching video:
Starting in 🇦🇺 on 3/21 and moving across the 🌍, we thank you for 10 incredible years.— Twitter (@twitter) March 20, 2016
- Here's a look at a people's history of Twitter and a birthday gift in which one user pledges to pay $100 a year for the service, equating to a $4.5 billion impact.
- Twitter is better than Facebook — at some things. Just don't compare them head-to-head. Largely because most of us never come up for air often enough from Facebook.
- It should seem intuitive, but a study has proven that active tweeting leads to higher TV ad recall for viewers. And the emotional connection with the TV programming makes an impact.
- Instagram's new algorithm may be the downfall of brands on the platform. We've seen this play out on Facebook. It's now pay-to-play and a need to create truly standout content.
- You're freaked out about the changes, just like everyone else. Here are some ways to beat the new Instagram algorithm.
- Snapchat snapped up two senior measurement excecutives, signifying its intent to get serious with brands.
- And the company purchased Bitstrips, a company that makes personalized emojis. A continuation of the rising importance of visual communications.
- Much like branded emojis and GIFs have become a more prominent mainstay in the advertising strategy of large brands, official branded account pages within messaging apps can now serve as content hubs.
- Microsoft's Tay was developed by their Technology and Research and Bing teams to experiment with and conduct research on conversational understanding. Then things went haywire, thanks to Twitter users who abused the bot. Not all messaging bots are made equal.
- Amazon is huge — $275 billion huge. But these 17 charts give you a sense as to how significant the company really is.
Trivia question: According to a rumor widely reported last week, what's the upper threshold of income to be considered for housing assistance in Palo Alto? *
Collaborative / Autonomous Economy
- Lyft has its sights set on Uber. Could a series of partnerships be the answer that the #2 player needs to battle the behemoth?
- Meanwhile, Uber is sustainably losing $1 billion a year in China. I'm sure their investors are relieved to hear that.
- In India, Uber is accusing rival ride-hailing service Ola of creating fake accounts to make false Uber ride requests. Evidently Uber thought it was completely acceptable to do this to Lyft in 2014, though. Oh, the irony.
- And Uber's strong-arm tactics may come up against a roadblock in Colombia, where they have to deal with aggression, legislation and government opposition. Good luck.
- The Uber model doesn't necessarily work as a panacaea for the larger on-demand economy. Price and convenience are key, and more likely to work with commoditized services.
- However, Convoy is a sensible, non-sexy "Uber-for-X" startup that answers logistics needs so vital to our national infrastructure.
- The arms race for small artificial intelligence and autonomous vehicle startups will continue, thanks to the desire of major auto manufacturers to stay in the race.
- And Silicon Valley is back at ecommerce in the auto industry.
- Podcast Recommendation of the Week. This week's recommendation is Jay Acunzo's brand-new podcast Unthinkable. He's been working on it for quite some time and has finally released his show for craft-driven content creators. And he's got an awesome org chart. Do you have a podcast recommendation for us? Add yours to our Google Sheet: smonty.co/yourpodcasts
Content / Customer Experience
- Shel Holtz suggests putting growing social media budgets into efforts that matter with regard to the customer experience.
- A great way to get away from comment trolls is to embrace civility and use peer review, like the appropriately-named commenting system Civil does.
- Here's a master plan for making over your brand as a publisher. "Imagine yourself as THE leading consumer magazine for your market." It requires a mindset of generosity, not of need. Related: see Bob Hoffman's comments in top section.
- Now that you've got that content, it's time to atomize it. In fact, here are 49 ways to do it that will increase your efficiency, help you become more relevant, and amplify your efforts.
Privacy / Security / Legal
- Is privacy a quaint notion of the past as we consider our new digital economy? I've hidden the answer behind that link.
- The entire Apple-FBI battle has demonstrated the trade-off between privacy and security, but when you're dealing with such hot-button issues, it becomes a crisis communication and PR battle as well.
- If you use Gmail, you'll be notified if your email has security risks. But what if the risk is from Google itself?
- Hackers might be able to steal your car using a simple radio signal hack via your key fob. Paranoid yet?
- General Motors is using external reports to shore up its cybersecurity.
Measurement / Metrics / Data
- Don't waste your time measuring share of voice. Chris Penn tells you what you should be measuring instead.
Chart of the Week
Brought to you by Zignal Labs, a realtime, cross media analytics platform (also a client of Scott Monty Strategies).
He Who Must Not Be Named is still leading in overall mentions in the media and on social media, but there's an interesting and slowly growing topic that is beginning to be tracked: #NeverTrump. Keep an eye on this as we get nearer to the convention. It may grow significantly.
* Answer to the trivia question above:
- According to the rumors, the cutoff salary for subsidized housing in Palo Alto is $250,000.
When You Have the Time: Essential Watching / Listening / Reading
- If you have to fly frequently, you may as well enjoy your food. Most of my restaurants on the ground don't measure up to these.
- To many people, one of the most terrifying things in the world is the thought of public speaking. Chris Anderson has advice on how to give a TED talk. He should know. He founded TED.
- And as long as you're getting speaking advice from a top speaking destination, here's how to write a good blog post from Om Malik, one of the tech industry's most prolific bloggers.
- Want to be inspired to update your LinkedIn summary? Read these three brilliant LinkedIn summaries.
- William James knew that multitasking was a nonstarter. But instead he concentrated on what sets solid thinkers apart: “When we come down to the root of the matter, we see that [geniuses] differ from ordinary men less in the character of their attention than in the nature of the objects upon which it is successively bestowed.”
- Netflix's US catalog of movies and TV shows has shrunk by about a third. Original content costs money, people.
- We're more honest with our phones than with our doctors. This should make the robot takeover that much easier.
- You'll want to listen to this interview with James Kaplan, author of the two-volume biography on Frank Sinatra.
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I speak to groups and advise brands and agencies to help them embrace the fundamentals of human communication in the digital age. Please get in touch if you'd like to put my experience and digital smarts to work on a project, to consult with your group, or to address an audience at your next corporate or industry event.