Marilois on Media – 9/21/15

Here are the items from the perpetually evolving advertising world that caught our eye this week...

If You Thought TV Was Addictive
Back in the day of college psych 101, I learned intermittent reward can be the most powerful reward system. Television, with its intermittent lights, audio, content lengths, laughs and dramatic surprises, created a very powerful medium, generating the rise of the lazy-boy chair and lots of studies about TV addiction. But if you thought that TV was habit-forming, it's nothing compared to the mobile, whose apps and games make TV's intermittent reward look bush league. It's an interesting tipping point in consumer behavior to know Americans are spending more time on mobile apps than watching TV. And yet, with a good chunk of that mobile app time being with social media apps, (Facebook leading app by far) the addiction is actually making us all more miserable. And, by the way, I do not joke when I tell you that there's an app to help you determine if you're addicted to apps.

The Elusive Dislike
And if you're one of us spending time on Facebook, then you know that the community has long clamored for the "dislike" button. After all, it seems strange to hit a supportive "Like" when someone's in the hospital. That being said, the dislike button could be a real challenge for marketers, many of whom were admonished last week for ignoring social media community.

The Actual WWW
So with this proliferation of data addiction, just how do we get content from point A to point B? I mean, literally, how does the data get transmitted? This cool video from Business Insider shows the half million miles of cable worldwide that it takes to feed our data need.

"Live Variety-Palooza"
OK, but if you're going to concentrate on good old fashioned family co-viewing, then you should check out Neil Patrick Harris' "Best Time Ever with Neil Patrick Harris," which debuted this week, exceeding ratings expectations. MediaPost called it an "hour of entertainment that was busy, energetic, wide-ranging in geography, creative and...wait for it, very successful." The live bit with Reese Witherspoon and Harris climbing 15 stories was edge of the seat. Oh, and one other thing - there's product placement.

I love this Crispin Porter + Bogusky campaign
... for Fruit of the Loom, which provides research, reporting that guys who tuck in their shirt are MUCH more successful than non tuckers. Gotta applaud the creativity in making plain white T-shirts and underwear interesting. As the article says, it's not the most scientific study, but, hey, this is advertising.

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