Issue 328 | 22nd February 2017

What Next?

Spotify’s been checking up on you (again)

Spotify’s successful global outdoor ad campaign last year used data from their platform to lightheartedly highlight some bizarre user habits, such as a person who played Justin Bieber’s ‘Sorry’ 42 times on Valentine’s Day. The service has now revealed a follow-up campaign that again features listener data and reveals amusing playlist names such as “root canal songs” and “sorry I lost your cat”. This time, the campaign extends to include three online videos featuring artists whose songs appear in some super whacky playlists.

Farmers Insurance creates its own ‘Hollywood story-telling’ during Oscars season

With The Academy Awards taking place in less than a week, LA-based Farmers Insurance Group have used the opportunity to create a mock awards show called “The Burkies”. The digital campaign features six award contenders by film genre and each heroes a different farm animal as the ‘lead actor’. The videos highlight some of the company’s craziest real-life insurance claims e.g. a turkey uprising that causes a truck to crash, a deer who hosts a stag party and destroys the pool.  Overseas and in Australia, digital marketing is becoming the focus for many insurance companies in a bid to better engage with their customers and to drive loyal purchasing.

My Kitchen continues to Rule

National Free to Air Station Audience
My Kitchen Rules – Mon Ch 7 1,259,000
My Kitchen Rules – Sun Ch 7 1,236,000
Married at First Sight – Mon Ch 9 1,215,000
My Kitchen Rules – Wed Ch 7 1,078,000
Married at First Sight – Tues Ch 9 1,038,000
My Kitchen Rules – Tues Ch 7 1,023,000
I’m A Celebrity… Get Me Out Of Here! – Thurs Ch 10 911,000
I’m A Celebrity… Get Me Out Of Here! – Sun Ch 10 908,000
I’m A Celebrity… Get Me Out Of Here! – Wed Ch 10 841,000
Hoges: Part 2 Ch 7 839,000
13/02 – 19/02

IKEA furnishes home for ants

IKEA is further rounding out their content offering with practical advertising that shows ways to find and use hidden spaces by choosing furniture that ‘does more than one thing’.  The campaign involves a series of videos that teach users how to strategically make a small room liveable. An example suggestion? Using kitchen cabinets as a platform for your mattress to create more storage. Although this idea might not appeal to all, the tiny house movement is on the rise and IKEA are at the forefront, encouraging you to buy as many of their products as you possibly can to cram into your (very) small home.

 

U.S. shoppers can now go screenless with Google

Google Home, the voice activated speaker powered by Google Assistant, now allows you to shop without even touching a screen. You can purchase everyday essentials simply by saying “Ok Google, how do I shop?” and then listing your wanted items in conjunction with participating Google Express retailers such as Costco. To motivate adoption and participation, Google is temporarily waiving express delivery and membership charges. This makes Google the second screenless shopping provider, after Amazon. PS: This feature is yet to be released in Australia 🙁

YouTube’s cutting down on pre-roll unskippable ads

This week YouTube announced their plans to remove their non-skippable 30 second ads, a strategy that will be welcomed by online users.  The move, which will be introduced in 2018, aims to provide a better advertising experience for online users by focusing on shorter formats that will promisingly also work well for advertisers. The decision comes after recent reports found that ad blocking usage rose 11% last year, indicating that long unskippable ads are not inviting to users. Formats that include 15 and 20 second ads will still be approved, along with the new six-second unskippable bumper ad format that is increasing in popularity.

Audio’s back, baby!

Four exciting updates have been made to Facebook that make watching video richer, more engaging and more flexible. These updates include autoplay sound that fades in and out as you scroll through videos in News Feed (that’s right… audio’s back, baby!), and vertical video which fills the screen on mobile devices to enable a larger, more streamlined format. Facebook also now allows the option to minimize Facebook videos to a picture-in-picture view whilst you continue to scroll through the news feed, allowing for an interruption-free user experience. Facebook also announced their creation of a video app for smart TVs, to enable users to enjoy the platform’s videos on a bigger screen. You can watch the video on the update here.

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