What's been on my mind
Why it's so hard to be an indie beauty brand
Glossier. Everlane. Lively. Drunk Elephant. The risks and flourishing success of small businesses going up against the Goliaths.
What's been in the news
Facebook outlines the steps it will take to address viewability
ICYM Facebook's big whoops-a-daisy moment earlier this month, refunds were issued for a reporting error on mobile carousel ads that bid on link clicks. It's pretty specific, and reportedly a small impact on impressions from a billing perspective; but it's also not the first time this happens. In response, Facebook is laying down a 3 step process:
1. MRC is auditing Facebook's served ad impression measurements
2. MRC will work with third-party vendors to dig into the data FB uses to calculate viewability
3. MRC will analyze the new buying option FB is rolling out to ensure it is A-OK with what their definition of viewability is
<Maybe this is why brands are taking their video biz elsewhere>
Publications are pivoting to YouTube
Why? “Among the distributed video platforms, YouTube is so strong at creating an experience where people are watching longer videos and with the sound on."
Ouch. That one hurt. -Facebook (not a real quote, I repeat, not a real quote)
Gen Z can't live without Youtube
Millennials shmillennials. It's all about these little digital monsters--ahem, I mean "natives"--now. They can't live without YouTube and seek out its stars for fresh inspiration and trends. The stat I'm struggling with most: usage for Snapchat and Facebook are equally matched. Must seek an explanation.
Coca-Cola targeted ads based on people's Instagram and Facebook photos
"Gold Peak tapped into an image recognition engine that identified people who posted images that featured glasses or jugs of iced tea, displayed emotions such as happiness and excitement as well as contained cans or bottles of its competitors, including Snapple, Honest Tea, Lipton and others. Those people were then served Gold Peak ads on 40 mobile sites and apps after leaving Instagram, Facebook and Twitter." I realize how invasive this sounds, but the strategist in me really wants to get her hands on this tool.
Ten Year Futures
Predictions are that the next decade's real transformation will be TV and shopping, industries that are now really starting to feel the waves of behavioral changes.
The Psychological Importance of Wasting Time
Tech is training us to think that things never end--yeah, I'm looking at you infinite scroll newsfeeds--and if we never reach the end of anything, what does that mean for brains everywhere? Tech...social media, it's is shaping brains all the time. The result: any down time is considered wasted time. Nah. In a culture of relentless productivity, take time to be gloriously unproductive. .