Weekly Digital Breakdown – 9.11.20
Weekly Digital Breakdown
Sep 11
Generation Z Recalls Video Ads within Two Seconds of Viewing
It’s no secret marketers are tasked with capturing dwindling attention spans. However, according to a new study by Snapchat and Kantar, audiences may be retaining more than you think.
In an effort to help marketers identify the best way to capitalize on video and maximize ROI, Snapchat recently polled audiences on brand and ad recall of online video. They found that Generation Z, consumers ages 13-24, are the most likely group to recall an ad. Fifty-nine percent recalled skippable video content, even though they are spending less time viewing. More than half (55%) who watched a skippable ad for less than 2 seconds correctly remembered what they saw. Gen Z also expressed higher rates of brand preference, saying brands help them express themselves.
By comparison, older audiences had lower recall and brand recognition of two second viewing with 46% of Millenials and 26% of Gen Xers correctly remembering. And when it comes to brand preference, only 40% of Gen Xers and baby boomers aligned with specific companies.
The study proved Gen Z audiences are not only faster at processing what they are seeing, but are retaining and aligning with messaging. Snapchat is coupling the results with its effort to help advertisers understand why the platform is so powerful for reaching younger audiences with immense spending power.
Google Helps Businesses Verify Calls
Many consumers have become hesitant to answer calls from unknown numbers or especially those that may be falsely identified as “Potential Spam.” To help combat this, Google has created Verified Calls, an app that accurately confirms a business in real-time to increase the likelihood of a customer answering a call.
Participating businesses will be able to have their company name and logo displayed along with a verification badge and the reason for the call. The extra authentication is done securely and without the collection or storage of any personally identifiable information.
The feature can also be extended to text with Verified SMS. It serves as another way to create trust and engagement and is being used by brands to increase branding and security.
The service is currently available on the Google Phone app which is typically loaded on Pixel and Android One Phones.
https://blog.google/products/android/say-hello-safer-phone-calls/
Tourism Brands Have a United Message
The travel industry has been one of the hardest hit in 2020. While some demand is starting to return, many travelers are still hesitant to book a get away due to COVID restrictions and job uncertainty. This week, more than 70 brands partnered with the U.S. Travel Association with a simple message, “Let’s Go There.”
The campaign is a collaboration of hotels, resorts and airlines encouraging people to book a vacation now, or in the future and make some plans.
The ad serves more as a PSA but for much of travel and tourism. However, there is an increased sense of urgency for people to resume making plans and patronizing destinations.
The campaign will begin running on major networks and some streaming services in September and will continue to run through 2021. The intention is to take a more holistic approach, rather than each brand trying to tackle on their own, with the hopes of making a bigger impact.
https://www.adweek.com/brand-marketing/tourism-brands-join-forces-travel-bookings-pandemic/
