SPOTIFY TRENDS
Spotify is the app that I use most, and I’m constantly impressed by how they continue to innovate. The company recently announced a partnership with Netflixto showcase audio content related to popular shows, and the app is now testing vertical video. On the PR-side, Spotify also won last week by acquiescing to Adele’s request to remove ‘shuffle’ from album listening.This article provides some interesting background on the culture of Spotify in its quest to dominate audio.
BLACK FRIDAY
This is likely the first email that you received this week without a Black Friday promo. In case you were wondering, online spending surprisingly decreasedfor the first time this year. However, more spending went towards Shopify merchants(more small / medium-sized businesses). A growing tailwind in online retail is Buy Now, Pay Later (BNPL). The trend is forecasted to grow significantly, and platforms like Microsoftare now making it easier for advertisers to promote this flexible payment option. Scott Galloway has harsh words about BNPL, referring to it as “sleight of hand” that convinces young people to spend more.
HOLIDAY SHOPPING
Which brings us to Holiday shopping, and the new, sentimental Dolan family tradition of having my kids send me Google Docs with Amazon links to the products on their wish lists. It turns out I’m not the only parent using technology these days, as some folks are using shopping botst o scour the Internet for popular products. Warms the heart.
Some brands will be turning to live shopping over the holidays, and Twitter is getting into the action by allowing shoppable livestreams(weird fit IMO). Here is a smart read on how holiday shopping will be hybrid shopping, and you can get into the holiday (advertising) spirit with this round-up of the latest spots.
SNAP SHOPPING & MAPS
SNAP is gearing up for the holidays by working with brands like Amazon, Under Armour, and Coca-Cola to provide an AR Shopping Showcase.Users will be able to browse an AR Holiday market and interact with products. SNAP is also innovating around its maps with a feature called Layers, which will allow people to associate memories with specific places. While Layers is associated with the past, one of the risks of sharing location in real time via Snap Maps is apparently turning a low-key high school party into a rager.
ETHICAL ADVERTISING
No, that is not an oxymoron (holding snark in check…) A few interesting things bubbling up around taking a stand in advertising this month:
Lush Cosmetics announced that it is deactivating some of its social media accounts over concerns that social media platforms are negatively impacting users’ mental health.
A number of businesses protested this year’s Black Friday discounting event in some creative ways. This is a fun one from Freitag that supports customers swapping products with each other.
MG Motor partnered with a global ad tech platform called Good Loop, who will plant a tree for every thousand impressions served. Carbon offsets for advertising.
Some smart research and analysis from the Guardian that illustrates how people value ‘purpose’ in brands. In short, when other factors are satisfied (price, quality, etc.), purpose becomes a differentiator.
METAVERSE & BRANDS
So how will advertising look in the metaverse?A lot like virtual outdoor billboards and product placements according to this article. Digital collectables represent a more native way to think about opportunities for brands in this new immersive environment, as Nike recently announced a new virtual world called Nikelandon Roblox. Ana Andjelic contrasts the differences between collecting and buying in this smart piece.
FRESH RESEARCH
A few decks to skim:
Dentsu 2022 Media Trends: Covers some big themes including omni-channel, brand citizenship, and (again) digital collectibles. Includes mention of this cool Kings of Leon NFT.
McKinsey Personalization Research: Illustrates the importance of providing a more personalized experience, as 71% of consumer expect it and 76% get frustrated when they don’t find it.
WeTransfer Ideas Report: Interesting study of the creative workforce (a 'must skim' if you manage a creative team); highlights that 45% of global creatives are thinking of changing their job in the next 6 months.
INTERESTING BITS
The Tamagotchi turned 25 years old today. The popular Japanese toy pioneered the concepts of continual play, and online and offline interaction. It also inspired millions of awful microsite and app ideas.
Drake has a new website that allows you to virtually tour his home and buy his merchandise. In an environment where 99% of online commerce sites are now the same, it’s fun to see something fresh. Click here for some Drake cologne.
Peter Jackson’s Beatles document was released on Disney+. Even if you skip the long movie,watch Paul stumble into the idea of Get Back at :45 in this clip. Incredible. I’m in a similar creative flow when writing this newsletter.