Industry Quick Links for the week of May 18:
EMarketer has adjusted its social media consumption predictions in the wake of at-home sheltering and estimates US adult users will spend 1 hour, 22 minutes daily on social networks, nearly a seven-minute increase from 2019 and the first boost since 2017. EMarketer estimates the networks with the most substantial viewership increase will be Instagram (13.8%), followed by Snapchat (12%) and Facebook (4.3%).
Join a discussion of how and why we must build trust and transparency with our consumers and business partners. The symposium will begin at 2 p.m. ET with a “data & ethics roundtable,” with executives from Mastercard, Omnicom, Microsoft, the Attorney General of California, the American Advertising Federation and others. This will be followed by specialized Leadership Conversations with Advertising Age, The Kellogg School of Management, CNBC, The Fund, Coca-Cola, The World Economic Forum, MediaPost and more.
Google is giving advertisers until the end of August to fix ads that require too many resources to become viewable and often drain users’ battery power and chew up network data, which is predominant among ads that mine cryptocurrency and those that double as mini-games. Ads that pass the consumption threshold will display an error message and be blocked.
A PepsiCo/Ipsos survey found that 80% of respondents say empathy is now more important given the coronavirus pandemic and 56% think that brands that address the pandemic show empathy. The survey also found that respondents say brands portray empathy by, in order of ranking, being respectful, being humane, listening to people, showing that they care and acknowledging when they’re wrong.
Cultural anthropologist Megan Routh describes four ways the pandemic is reshaping the way people connect with each other, including the democratization of online communities as people turn to social platforms for interaction. She writes that consumers also are rejecting aspirational content from social influencers for relatable content that reflects real life, are seeking optimism instead of snark and have more respect for facts.
Spending on programmatic advertising decreased 9% in April compared with the start of 2020 as some industries made notable cutbacks from March, including travel (79%) and automotive (40%), according to MediaRadar, which attributes the trend to the coronavirus pandemic. However, MediaRadar reports some industry segments view the pandemic as an opportunity and increased spending, including education and training (70%), technology (63%) and beauty (35%).
Larissa Faw looks at lighthearted ways agencies have entertained staffers during the coronavirus pandemic, such as when Cronin & Co.’s Steve Wolfberg becomes “Professor Wolfie” during Zoom sessions to provide feedback on creative work from employees’ children. StrawberryFrog has surprised staffers during a Zoom meeting with an appearance from comedian Sam Morril, and Mintz + Hoke has showcased remote antics of staffers via a social video.
Winners of the International Academy of Digital Arts and Sciences’ 24th annual Webby Awards were announced earlier and the ceremony is being livestreamed today in a virtual event hosted by Patton Oswalt to celebrate the best internet content from individuals, brands and agencies. The winners in the social media category include &Co./NoA for best Social Video (individual) for The Lift, and Wieden+Kennedy for Best Use of Social Media (Media) with the KFC’s Colonel Sanders as a virtual influencer.
YouTube is sunsetting its Google Preferred program this year and plans to globally launch YouTube Select with brand-safe content lineups tailored to various industry segments, with the US service to include a streaming TV lineup. Advertisers can use Google Ads, Display & Video 360 and reservation on YouTube Select in most countries where it’ll be offered.