Kantar Media Newsroom: Millennials don’t trust ads, what to do?

Welcome to this week’s Kantar Media Newsroom, your weekly summary of the news that matters in the media and marketing industries. To learn more about how we can help you monitor both paid and earned media and make informed decisions, please contact us at info-us@kantarmedia.com.

Super Bowl Week is Here

Alcohol advertising regulations are such a buzzkill

Before you crack open a cold one during the big game to watch your newest beer commercial, think about the regulation, red tape and ever-changing environment in which these ads live. “Due to new initiatives by the Alcohol and Tobacco Tax and Trade Bureau to forge partnerships with the states, this year's Super Bowl might prove to be a risky one for run-ins with regulators, a time when the regulators' senses are often already heightened because of the uptick in marketing and promotional activity.” Fear not, alcohol commercials will survive, as long as marketers do their homework. “To save yourself and your client from all of these problems, at the onset of planning, before budgets are set, it is important to make sure to get a sense of what types of promotions are permissible across the markets you're targeting, including social media.”

Super Bowl can’t save TV

The most anticipated football game of the year is coming up on Sunday. For some of us, however, the big draw is watching those glitzy, uber-expensive commercials. It’s the only 3-hour span where people look forward to commercials. What about the rest of the year? “Traditional television, long the most reliable and wide-reaching of media, is losing ground (and lots of young viewers) to ad-free streaming services and other digital alternatives. The ranks of cord cutters reached 22.2 million in 2017, a 33.2% increase from the year before, according to eMarketer … And while Americans over the age of 65 still watch roughly 50 hours of traditional TV per week, 18- to 24-year-olds tune in for less than 13 hours—44% less time than five years ago, according to an analysis of Nielsen data by MarketingCharts.com.” Will marketers stop advertising on television? No way. Digital advertising doesn’t check everything off, but rather an integrated approach is the way of the future. “The question for many companies won’t be which media, but how much of each. Big-game commercials, for example, are usually part of larger campaigns that garner plenty of online attention on Facebook, YouTube, and more. The only thing sure to reach more viewers than a Super Bowl ad, after all, is a Super Bowl ad that goes viral.”

NFL rejects ad submitted by veterans group

Just when you thought the National Anthem kneeling debate was quieted, now we have this: “The NFL rejected a one-page ad for the NFL’s Super Bowl program submitted by AMVETS with the message ‘Please Stand.’ The veterans organization called that corporate censorship and said similar ads were accepted by the NHL and NBA for official programs for their all-star games.”  The NFL was trying to avoid statements that would seem political, while AMVETS was claiming First Amendment rights, much akin to the players who choose to kneel during the anthem. Now, the week leading up to the big game, this story goes viral. Even with the NFL planning to honor Medal of Honor recipients during the opening coin toss, much more of the focus has been paid to this ad denial.

Millennials and Marketing in 2018

Robots are taking over the world!

Robots replacing people in marketing automation? Who knew this was even a thing. But, as Artificial Intelligence hits the mainstream, many industries are utilizing this tech to make processes more efficient. In the age of influencer marketing and constant managing of several social platforms, the deployment of AI to help identify and monitor brand influencers across the globe. This leap in technology has some marketers worried and hesitant to jump on board. “The primary barrier to continued adoption of AI-powered influencer marketing in 2018 will be human resistance, rather than technological barriers. Many marketers are afraid of losing control.” Fear not, marketers will be needed, not just for tactical training of AI systems but also as a strategy partner. “Strategically, marketers will stop thinking about how to execute successful campaigns. Instead, they will focus on what types of campaigns they would like to prioritize. Marketers will still have a role in deciding the outcomes that their business needs to achieve and ensuring that the AI-powered platform they’re using is working to achieve the desired outcome.”

Millennials don’t trust traditional ads

The coveted Millennial group is a fickle bunch. Experiences over things, live-streaming content over traditional television; responding to influencer marketing over regular advertising. What’s a marketer to do? Focusing on both high-profile Kardashian-type celebs as well as niche players with a passionate following to promote your wares is much more tolerable to Millennials. A study by Defy found, “58% of young viewers don’t mind watching ads to support their favorite digital personalities … Up to 89% of respondents said that 5-second intros featuring a sponsor is mostly fine with them, while 87% do approve product placements in videos e.g. when an influencer demonstrates a product or shouts out to a sponsor.” So, while they don’t trust the shiny, highly-produced traditional ads of the magazine and television variety, they are perfectly fine with ads interfering with their everyday video streaming. All is not lost!

Is TV advertising dead?

It seems to be a constant thread – TV is dead, streaming is king. But is it true? “According to Nielsen data, 18- to 24-year-olds watch significantly more linear TV than they do digital video, and a much higher percentage of TV ad time versus digital video.” Truth be told, these viewers are watching less TV now than ever, but still, in terms of ad-viewing, there’s still more ads watched on TV than streaming video. Knowing this, why is television advertising witnessing such a struggle? “What does the TV industry need to do? It needs to up its marketing game. Agencies aren’t carrying the water with clients the way they used to. After all, they have clients who have drunk the duopoly Kool-Aid. TV companies need to win with the numbers: Total reach. Daily Reach. Cost per reach point. Sales impact, short-term and long-term. Emotional impact. Cost efficiency. TV advertising has great stories here. They need to be told.”

The king of burgers enters the net neutrality debate

What do Whoppers have to do with Internet pricing? Absolutely nothing, but Burger King felt the need to enter the debate anyway. It went viral, of course, but impressions were that the burger chain either over simplified the conversation or that it reeked of an “empty marketing ploy.” Burger King’s CMO Fernando Machado said in a statement that the company believes, “"the internet should be like Burger King restaurants, a place that doesn't prioritize and welcomes everyone." Clearly the attempt was to gain the eyes of conscious Millennials, but Burger King may have missed the mark.

Moving Forward with Social Media

Facebook’s changing, are people on board?

The social media giant has been shifting its priorities as of late, thanks to months and months of inquiry into its involvement in Russian hacking, faux accounts and fake news. Previously reported, it changed algorithms to prioritize posts from a user’s family and friends on their newsfeed, above promoted posts and news stories. Now the platform is seeking feedback from its user database to choose what types of news sites to share and include. What a change from the Facebook that claimed to not only know its users but bragged it had the ability to shift and sway those users’ opinions. “The chorus of criticism — especially from within its own ranks — threatens to demoralize its workforce and spur regulators to use a stronger hand. The focus on quality control could come at the cost of growth and disappoint investors — who already signaled their frustration by sending Facebook’s stock down 4.5 percent the day after Zuckerberg began laying out changes this year.”

Social media’s “fake” problem

As if fake news was the only issue plaguing top platforms like Facebook and Twitter! Large swaths of fake handles, accounts and virtual identities are being sold and made to promote all types of things online. “These accounts are counterfeit coins in the booming economy of online influence, reaching into virtually any industry where a mass audience — or the illusion of it — can be monetized. Fake accounts, deployed by governments, criminals and entrepreneurs, now infest social media networks.” Bots are stealing actual peoples’ information and creating virtual worlds, creating significant problems in internet identity fraud. It’s not as straight forward as “real world” identity theft, but it can cause its own type of disruption. “These fake accounts, known as bots, can help sway advertising audiences and reshape political debates. They can defraud businesses and ruin reputations. Yet their creation and sale fall into a legal gray zone.”

 

Who’s On Top? – January 1-7, 2017

It’s a digital world, even at the bake sale

Spend on new national TV placements reached $163 million during the week ending January 21, 2018. Wells Fargo used the week to take on the likes of Venmo and PayPal when young, tech-savvy girls holding a bake sale explain to a passerby how he can pay them straight from his Wells Fargo banking app with Zelle. Leaving your wallet at home is no longer an excuse, as this man quickly found out.

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