🗞️ Links & Thinks from 2023.03.14
Radio Killed The Video Star
TV needs a hug (and maybe a drink) these days.
Among persons 18-49, AM/FM radio now beats TV in average audience and weekly reach
It’s not that people aren’t watching video (see: TikTok), it’s just that they aren’t watching what has been traditionally thought of as TV.
Once thought of as an “add on” to regular TV, streaming is increasingly seen as America’s primary television platform.
Before you move all your budget to radio, don’t forget the humble podcast:
when you look at mid to lower funnel measures like favorability and taking action, dominating share of voice in podcasting looks a lot better than that same effort in radio/TV.
Ads hit different in podcasts compared to radio (and TV) too:
Podcast listeners much more likely than TV or AM/FM users to support brands that support their favorite shows
Ads are seen as support mechanisms in podcasts vs. interruptions in TV and radio.
Lead Gen Slides Into The DMs
Meta is bringing lead gen ads to messaging via automated chatbot flows. Design a choose-your-own-adventure for users to figure out their interests and/or pre-qualify, then get them digits.
Speaking of DMs, Insta is testing making it easier to DM your friends Reels. More proof that Meta is focusing on Reels and messaging this year, and if it works on Insta it will soon appear in Big Blue.
Zuck is also sliding into his TM, time machine that is. Instaglam is taking us back to the MySpace days with its Top 3 test, which lets users pin their 3 favorite things (accounts, audio, tags, places) to their profile. No word yet on whether or not we can pin Tom.
DTC: Direct to Creators
TikTok has rolled Branded Mission out wide. What is that, you ask? It let’s you crowdsource creator content direct on the app and then boost your favorites, no middlemen required.
This is an interesting take on both paying creators and maximizing money potential for the platform. I wonder how creators will respond to it.
Regretflix
Rushing into a purchase is a recipe for buyer’s remorse, and that holds for ad platforms as Netflix is second guessing it’s Microsoft partnership.
Netflix is (at least partially) a tech company, which means building an ad tech stack should be a reasonable task. But it rushed out the ad tier to appease investors and has been paying for that haste ever sense. Could be back to square 1 now.
About Tech’s Tough Time
Meta to cut another 10,000 jobs and cancel ‘low priority projects’. This brings the total to 1/4 of Meta’s workforce getting cut.