Industry Quick Links for the week of June 29:
Online shopping has increased amid the coronavirus pandemic with a 33% increase in the number of individuals participating in e-commerce four to six days a week, and a 54% increase in those buying two or three days a week, according to Adelphic research. The study found that 82% plan to continue increasing online shopping following the pandemic.
YouTube is developing a video analytics display designed to give brands and creators more insights regarding views and tips on how to maximize each video’s performance, writes Andrew Hutchinson. The social platform also is expanding its filter to view uploads marked as “Made for Kids” and is including copyright strike notifications into Creator Studio.
Some 48% of agency staff miss the office, with 69% reporting they miss in-person collaboration and 60% saying they miss socializing, per a Digiday survey. “It’s hard enough to get noticed or find ways to get higher ups to network with you or even just discuss your career with you,” says a multiracial agency employee, adding, “But not having the unstructured meeting in the halls makes it even more difficult now.”
Cannes Lions’ inaugural Creativity Report of the Decade awarded Agency of the Decade to AlmapBBDO Sao Paulo with Wieden+Kennedy Portland and BBDO New York taking second and third place. WPP was named Holding Company of the Decade, with Omnicom and Interpublic Group rounding out the top three.
The overall reach rate of Instagram Stories rose to 7% in 2020 from 6.7% last year, Conviva reports. The study also found accounts in the “sports” category achieved the highest completion rates and the average number of Stories published each week decreased for accounts across all analyzed categories.
Connected TV was a hot topic during this year’s NewFronts with marketers interested in securing media space to reach increasing viewership, but say there are still obstacles, writes Andrew Blustein. Tremor Video’s Devin Fallon says, “When you’re working with five, six or seven different vendors, it’s really difficult to unify measurement, to unify your audience and understand what the impact is that you’re having.”
The desire for customers to have a contact-free experience as businesses reopen during the pandemic presents an opportunity for brands to adopt voice technology and mitigate anxieties, Blue Fountain Media’s Brian Byer writes. He explores its different uses, explaining why “voice technology has now become imperative where it was once simply a nice-to-have.”
A recent study conducted by OpenX and The Harris Poll points to shifting consumer sentiment regarding social platforms. The study found 61% of respondents first use the open web to discover “high-quality content,” while 31% first turn to major platforms like Facebook, Instagram and YouTube. Compared to last year, 31% say they use Facebook less, while 26% say they’ll decrease their Facebook time going forward.
Publishers are increasingly refreshing ads on a timed basis to generate more views and revenue amid a tight programmatic ad market, though advertisers aren’t keen on the practice, writes Lucinda Southern. Matthew McIntyre of agency Essence says, “Ad refreshing is annoying but is managed by the [supply-side platforms], they all have slightly different policies in what they allow publishers to do.”