Marilois on Media 10-6-17

Ya-boo-hoo

This week we learned that the 2013 Yahoo account hack was far worse than we thought. Essentially all 3 billion Yahoo accounts were hacked. This on the back of the Equifax hack + Russian manipulation of social media is not good news for marketers reliant on digital advertising. Why? Couple reasons. 1) Consumers are going to stop trusting digital media, if they haven't already. And they may even feel anger toward digital companies who've violated their privacy and trust, e.g. increased ad blocker adoption. Tough realization for marketers whose collective investment in digital media now overshadows any other media channel. 2) The hacks are just screaming for tighter regulatory oversight, which makes the open wild west of digital advertising a lost opportunity for marketers who benefit from targeting data. Mobile Marketer foresees a world where consumers realize their digital selves are more valuable than their physical selves. In the meantime, be sure to lock your digital doors.

Algorithm Error

Speaking of digital drama, sadly, it took less than 24 hours for fake news to run rampant on social media after the Las Vegas shooting. The saddest part? The fake news stories - things like the shooter was part of an ANTIFA group or recently converted to Islam, or, even worse, that the shooting is a hoax - have more engagement than the real coverage. Neither Google nor Facebook could block it. They blame "algorithm error." Super disturbing when you understand that two-thirds of American adults get news from social media. Some industry experts equate the proliferation of inflammatory fake news as Facebook's Frankenstein moment - the creation of a monster it can't control. In the meantime, should be an interesting Senate Intel Committee meeting on November 1 with the Big 3 digital/social companies (Facebook, Twitter, Google) and their codependent involvement in Russia's influence of US elections.

Silver Lining

TV and digital video analytics company Ace Metrix released its list of the top ten Q3 breakthrough ads, based on attention and likability. It found that compassion, kindness and ingenuity were common themes that put the ads in the top 1%. Good insights for brands, with one caveat - the effort needs to feel authentic, as was learned by Pepsi earlier this year in the Kendall Jenner/cop ad. The top ad was from SeaWorld, which badly needed a brand refresh. Consumers need a break from the contentious zeitgeist and brands are listening,.

SeaWorld Plays Nice

More On Top Ad Units

A new study released this week confirms our suspicion about TV - it's complicated. Digital company Telaria surveyed respondents in five countries and found that 60% now think of streaming content on a connected set as "watching TV." Even 30% who view content on a smartphone label the activity as "watching TV." Furthermore, ads on the connected sets were viewed as less annoying. But the big payoff is that the study found more than half of the weekly users of connected TV will either research or purchase an item seen in streaming TV ads.

Marilois Snowman is managing director + founder of Mediastruction, a media design shop.

Marilois Snowman is managing director + founder of Mediastruction, a media design shop.

Marilois Snowman| Mediastruction | 508-540-3600 |marilois@mediastruction |

mediastruction.com

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