What Gen Z and Millennials are Watching & What That Means for Marketers

It’s no surprise the generations that were raised on media are most drawn to motion-based content on the web. Gen Z spends over 40% of their digital time watching video versus looking at static images and reading articles. Most of their digital time is spent on social media by way of mobile apps. Any advertiser that wants to connect with consumers under the age of 37 needs to be prepared to speak in video. Not just any kind of video. Gen Z and Millennials are gravitating toward specific types of video ads and have pretty firm opinions on what deserves their attention. VidMob sought to understand what those are and why. We’ve just launched a web experience (with lots of video) to share what we learned and below are some highlights…

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First and foremost, personalization.

Younger audiences engage with content that resonates with their personal style. Brand marketers tend to think about personalization along demographic lines—age, gender, ethnicity, life stage. But as it turns out, Gen Z and Millennials care more about seeing their vibe over their tribe. Even the celeb factor is trumped by style. It’s a beautiful thing. Speaking of which, Gen Z is highly influenced by influential people, images, and colors, much more so than their Millennial counterparts. 

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With social apps constantly growing, browsers have taken a backseat on mobile. Major social platforms are creating their apps with mobile-only in mind, and Gen Z and Millenials opt for their phones when looking to communicate, consume, and create content. Whether Gen Z and Millenials are scrolling through in-feed, signing up for a workout class, or shopping on Amazon, there’s an app for that. Browsers are out, apps that feed into personal style are in.

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In the past decade, the word “stories” has taken on an entirely new meaning.

Social has erupted as the primary way users update their followers on their day-to-day lives and showcase their personal brand. With everything from video, audio, and even GIFs available to enhance and customize social media Stories, it’s easier than ever to create content that reflects yourself. Gen Z drives the Story boom with unprecedented rates of creation and consumption, and Millenials have also bought into Stories as an ideal format for self-expression on social. Working alongside this, many of Gen Z opt for humor when using social apps, with 54% of Snapchat users watching Snapchat Stories for the laughs. Not only does it connect users with friends, but with celebrities, digital publications, and, more importantly, brands.

As we all know, the desire to create and consume unique content are the driving forces being the social media boom. Gen Z is constantly searching for content that adds to their personal brand and taste, and across the board, they tend to consume more than they create on social. Whether by DIY hacks, news, popular memes, fashion trends, etc., social apps have become a one-stop shop for media intake.

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Social is by no means slowing down. Gen Z and Millennials continue to take in content and opt for brands and styles that are personal and creative, making diversity and edginess key components when it comes to brand attractiveness for Gen Z.

Find yourself looking for some creative advice?

Meet VidMob.

Cannes Lions Daily Wrap: Mercredi

Bonsoir, happy Wednesday, and welcome back! Day three of The Cannes Festival has come to a close. Once again, here’s a glance at some top events and exciting bits that caught our eyes and ears. There’s a lot happening across the world, and two more days still to come! So, without further ado…

No Ferris Wheel? See What Snapchat Is Up to This Year Instead…

Photo courtesy of: https://www.adweek.com/creativity/heres-what-you-need-to-know-about-cannes-lions-on-day-2/

In attempts to top their iconic Ferris wheel of years past, Snapchat is going all out to flex their Cannes-worthy creativity by transforming the Centre D’art La Malmaison into an “immersive audio-video installation” with visual artist Christian Marclay.

The installation, which is titled Snap Stories, is a nod to both Marclay’s signature work, The Clock, and the ephemeral nature of Snapchat’s Story feature. Both explore the nature of content and time—Snapchat’s Stories are threaded, 10-second snapshots that last a day, and Marclay’s The Clock recounts an entire day in one-second clips. Combined, the Snap Stories experience recontextualizes publicly submitted Snaps into five rooms that all play off the concept of sound. Each room has its own unique aesthetic, tone, and vibe, but these were our favorites:

All Together: This room recaps over 400 Snaps sequenced by Marclay himself, which adds up to a four-and-a-half minute orchestra of common, everyday activities, like walking and eating.

The Organ: Invites guests to play on an interactive keyboard, where Snaps are organized by their pitch. Every note played flashes a corresponding image on the screen. In essence, songs like Mary Had a Little Lamb now have their very own visual symphony of Snapchats.

Sound Tracks: Applies the slow-motion filter from Snapchat to turn everyday tools, toys, and activities into sounds reminiscent of horror movies.  Now the simple act of ringing a doorbell or playing the violin all sound akin to a scene from your favorite scary movie.

The exhibition is open (and free!) to all visitors until June 22—go check it out!

Some Clean Winners: LADbible and Plastic Oceans

Photo courtesy of: http://creativity-online.com/work/ladbibleplastic-oceans-the-trash-isles/54849

Pairing up with AMV BBDO in London, LADbible and Plastic Oceans won the Design Grand Prix for their campaign “The Trash Isles.” The heart of the campaign was a petition to the UN to recognize the growing mass of ocean plastic as an official country. The hope was to not only shine a spotlight on the almost absurd amount of trash accumulating in our oceans but to get world leaders to finally tackle the issue head-on—because recognizing the island of trash as its own country would mean, legally, governments would be required to act and clean it up. To learn more about this inspiring campaign and the 200,000 people recruited to become citizens of the Trash Isles, click here.

Want to see what else the team is up to in Cannes? Here’s how we’re kicking it with our partners:

James, Jerry, Jill, and Jeph (just kidding, Steph) snap a few filtered pics at the Snapchat Booth. Basic and beautiful, team!

When a client asks if VidMob can produce stellar Instagram Stories in 24 hours:

James rolling up to the Cannes afterparty like…

When all your friends get laminated, printed name tags and you want to feel included…nice try Greg!

That’s all for now, check back tomorrow for more news, events, and more!

Want to know what happened earlier this week? Check out our recaps from Monday and Tuesday for the scoop.

Cannes Lions Daily Wrap: Mardi

Day two has come and gone! The Cannes Festival of Creativity is nearing the halfway mark. If you missed out on day one, no worries. You can get a quick recap of yesterday’s top stories here. As for today, check it out…

Panel Picks: “YouTube What Matters Next?”

We don’t have to tell you that YouTube is the monopoly of video content, whether personal or professional. Susan Wojicicki, CEO of YouTube, took the stage this Tuesday morning to discuss how YouTube has changed not only the industry but the world itself. She also explored brand building, engaged audiences, accountability in the digital age, and more. Accompanied by L’Oreal chief digital officer, Lubomira Rochet, these two powerful women opened up about the success of their brands and how video is changing the ad industry. (And don’t we know it!)

If you’re interested in the full scoop, you can watch it here.

From Susan Wojicicki:

“Our goal is to build products that work for everyone.”

“Every day we see how an open platform can inspire creativity, share information, and build meaningful communities.”

“Users are going digital and so brands are also going digital. That is an incredible opportunity for us to enable new connections, to reinvent advertising, and to think of new levels of engagement.”

“We’ve seen video really change in terms of the way that it’s consumed.”

From Lubomira Rochet:

“We’re reinventing our advertising model around sequencing, targeting, and personalizing our content today.”

Spotify on the Future of Music

Photo courtesy of Spotify: https://newsroom.spotify.com/2018-06-18/spotify-celebrates-the-connection-between-brands-and-consumers-at-cannes/

Earlier this month, Spotify was named Cannes Lion Media Brand of the Year. The revolutionary music app is used by nearly 170 million audio lovers and enables artists to connect with their fan bases at any scale. This year, Spotify’s presence can be seen at their Spotify Beach headquarters on the Croisette, exhibiting a range of exhibits and interactive tools.

In addition, Spotify is partnering with Cannes Lions’s See it Be It initiative, which puts a spotlight on gender imbalance in the industry in order to spur action and real change. As a part of that initiative, Spotify will be hosting a series of discussions, concerts, and parties throughout the week, so be sure to check it out!

Exhibits: Instagram’s Storyscape

Photo courtesy of AdAge: http://adage.com/article/special-report-cannes-lions/cannes-daily-blog-day-2/313937/

Need your daily interactive art intake for the day? Well, we’ve got a story for you. Facebook Beach is featuring STORYSCAPE, a filmic sculpture by British artist and designer Es Devlin. Presented by Instagram, this 360-degree experience is projected onto a cylinder, relaying visual narratives told by individuals. The projections cover every surface of the “skyscraper” and is meant to explore the democratization of storytelling. The original foundation of a story held by an individual is exponentially spread to “perspectival shift” and “cultural change.” It runs until the end of the festival, so be sure to stop by, sit back, relax, and enjoy storytime.

That’s all for now, be sure to check back tomorrow for Wednesday’s highlights.

À plus tard!

Creative Counts…The Most. Here are the numbers to prove it.

In the early days of digital, when online advertising was just beginning, the sentiment that “none of this stuff works anyway” was fairly pervasive. It’s morphed somewhat over the years to take on various forms like, it’s the audience, or target, or placement that matters most. But, despite the digital ecosystem eventually maturing away from bad formats like flashing pop-ups and boring 468×60 display banners, that remnant pessimism is still pervasive.

Now, two recently released studies by Analytic Partners and Nielsen Catalina Solutions incontrovertibly disprove those beliefs and should encourage us to give creative the time and attention it merits.

1.   The first study by Analytic Partners, “The ROI Genome: 2017 Marketing Intelligence Report,examined $430B dollars of media spend across 43 countries. Leaning on structural equation modeling, they found that creative accounted for ⅓ of the ROI of display advertising ad ⅔ of the ROI of video advertising.

2.   The second study, an analysis of 500 CPG campaigns by Nielsen Catalina Solutions found that creative accounted for 49% of the sales contribution. Furthermore, it emphasized the importance of quality. Strong creative accounted for 89% of the sales contribution, versus weak creative, which accounts for only 16% of sales contribution.

So, creative skeptics remain..at their peril.  The evidence suggests otherwise and not fully committing to creative has repercussions for the bottom line.

Want to know how your creative is performing?

Reach out to agile@vidmob.com to request entry into our closed beta. Stay tuned for the official launch of ACS so you can get access to meaningful insights that count.

Using AI + Data to Drive Better Creative

In the past, to understand what drives creative performance, there’s traditionally been two ways to break down a creative execution into its elemental pieces:

1.   You can eyeball it. This creative featured the dog and performed better than that creative that featured the cat.

2.   You could manually code the creative for the presence or absence of specific elements of interest—such as whether or not there was a voice over, a product shot, or human presence, among other things.

The problem is, eyeballing it isn’t an exact science, nor is it very granular. And coding remains an extremely manual, often prohibitively expensive, process that requires you to:

(Step 1) Brainstorm

Identify all the creative elements you think might have had an effect on performance (don’t miss any!).

(Step 2) Create Data Structure

Construct a code frame to organize and capture the elements.

(Step 3) Manually Enter Data

Find someone with a lot of time on their hands to pore over every ad multiple times and fill out the code frame for each individual ad you’re curious about.

(Step 4) Review

And, finally, analyze performance and interpret the results.

Ain’t nobody got time for that.

But, what if we could eliminate eyeballing all together AND skip right to Step 4?

At VidMob, we’re building solutions that utilize the latest advances in computer vision, optical character recognition, and human-in-the-loop to allow marketers to gain a near real-time understanding of how key creative characteristics differently drive audience engagement. With this insight from our Agile Creative Studio (currently in beta), marketers can make data-driven creative decisions and more rapidly put into market beautiful ads that will resonate with their audiences.

Meeker’s 2018 Internet Trends Report Is Here

If you can’t find the time to comb through the nearly 300-page deck containing Mary Meeker’s much-anticipated 2018 Internet Trends, we’ve got you covered.

Below are some of our top takeaways about what’s in store for video and advertising, plus a few pointed findings that affirm our mission here at VidMob.

1. Tech Will Unlock Human Potential

Meeker headlines the 21st century’s growth as one lead by the power of technology coupled with human potential. This prediction particularly hits home for us because it encompasses both the how and why we built VidMob—to harness the power of technology and deep learning in order to enhance (rather than replace) human creativity’s endless possibilities.  

2.  Tech Is Driving Surge in On-Demand Job and Career Opportunities

We see this playing out as video creators continue to apply to be a part of our network. Our creators love the opportunity to put their technical skills to great use, work with incredible brands, and live life on their terms. They don’t have to hustle for their next job and all administrative hassles are eliminated. They get to do what they do best and leave the rest to us.

3.  Video Is Changing Career Development and How We Learn

Similarly, technology also is driving accessibility to video content that helps users solve problems and drive lifelong learning. Per the report, 50% of freelancers updated their skills within the past six months compared to only 30% for their non-freelancing counterparts. That’s in no small part a result of this new drive for self-education through video platforms like YouTube.

4.  Mobile Spend Is Lower than Mobile Media Consumption.  

There’s a big opportunity here for brands—a $7 billion opportunity to be exact—to catch up to consumer media consumption and get ahead of competitors. Mobile, especially, plays a big role in this opportunity with a 29% boost in adoption.

5.  Communications Are Evolving to Video. Brands Who Want to Talk” to People Cant Stay Still.

As consumers spend more and more time on mobile, they’ll inevitably spend that time in-feed and watching video. Which, it turns out, is a great place for brands to get in front of consumers while they’re in a discovery mindset—more than half of respondents said they’ve made a purchase resulting from social media and a whopping 78% noted those discoveries happened on Facebook alone.

6. Data, When Done Right, Improves the Consumer Experience

Data has quickly become a hot topic and for good reason. Meeker notes that, when privacy is taken seriously and used wisely, companies who tap into their data treasure troves to better serve their consumers—whether that’s creating smarter ad content or delivering custom promotions—will continue to create better and repeat shopping experiences for consumers in 2018.

To quote (and mirror) Meeker at the end of her presentation, “We’re living in a period of unprecedented change and unprecedented opportunity.” As seen from the snippets above, we couldn’t agree more and look forward to what that change will bring.

 

 

Why Should Brands Care About Agile Marketing?

VidMob CMO Stephanie Bohn Breaks It All Down for AdWeek  

Have you ever wondered how the engineering concept of agile software development became the new framework for content production in digital marketing? Well, when you look back to the television of the 1970s and compare it to the mobile device of today, the answers start to take shape.

In the past, one hero idea dreamed up by a highly reputable agency was typically enough to cover all the bases. One great idea for one placement and one general audience.

Today, however, brands must overcome the challenge of connecting with many audiences across many social platforms and digital placements. Not only that, they’re expected to reach highly specific audiences with targeted, personalized content at the right place, right time, and with the right message. Oh, and to do all that in near real-time.

Luckily, agile development was created to solve big problems and solve them fast. Adopting the agile development formula of launching small, strategic experiments in order to receive bigger and faster wins, helped brands reimagine the way to successfully approach creative while saving time and money.

As brands and marketers stay in this constant loop of production, discovery, and optimization, they’ll never have to worry about producing the elusive, one-size-fits-all campaign again. Because, as Stephanie Bohn mentions in this AdWeek piece, “what is the point of building unique customer segments if everyone gets served the same ad?”