The debate of net neutrality is back

The debate of net neutrality never gets old. Actually it is time to raise that topic again now that Joe Biden will take office in January. Trump threw out Obama-era’s neutrality rules and now Democrats are getting ready to take back Federal Communications Commission (FCC) to reinstate those rules. 

 

So what is net neutrality? Without net neutrality, broadband companies become the gatekeepers of internet. They could block people’s access to certain websites or apps or slow down the internet, and then charge consumers additional fees to speed up the internet. More subtlety, they could also prioritize people getting access faster to their own content and slow down the internet for competitors’ content. For example, if you were using AT&T network, you might find that watching HBO Max is smooth and HD and watching Peacocktv is slow, because AT&T owns Time Warner, who owns HBO, and Peacocktv is owned by NBC Universal, which is owned by AT&T’s competitor Comcast.

 

With the new administration, FCC will reinstate net neutrality protections and take some power off broadband companies’ hands. It will likely be met with lawsuits, but federal courts have always been on FCC’s side. However, we will have to wait for the Senate elections to be over and see if the Democrats will take over the Senate. Otherwise, this fight will go on and on.

Why sport and gaming are a powerful combination for consumers?

November 2020

Marketingweek.com

 

There has been a rise in the consumption of both sports and video games videos online through platforms like YouTube. Marketers have noticed this behavioral trend and sees valuable marketing opportunities. Games such as FIFA, Madden NFL, and Pro Evolution Soccer have a global popularity selling over 100 million copies through their lifetime. And most recently, gaming has become a spectator sport with eSports being established. This market is valued at over $950 million in 2020 and projected to grow to $1.6 billion by 2023. 

This creates the opportunity for brands to market towards engaged consumers consuming sports and video game content on YouTube. With sports, people like to watch the highlights, live streams, behind the scenes content with their favorite athlete. With gaming, people like to watch YouTube creators play, discuss, and review video games.

Brands understand that there is a great opportunity to market towards sports and gaming enthusiasts on YouTube. Between June 2019 and June 2020, time spent by consumers watching rugby increased by 100%, golf by 120%, and cycling by 70% in the UK.

Sky Sports marketing director Robbie Balfour says that YouTube allows them to broadcast their online content to create a story through advertising and retargeting for future conversions. The brand times its YouTube campaigns to the start of an important sports event such as a new football season or Formula One to initiate their action to become a customer of their TV sports channel and live streaming online.

Watching gaming content is gaining broad popularity with Goldman Sachs forecasting eSports will reach the same number of viewing audience 300 million as the NFL by 2022. In 2019, there has been more than 35 million channels that uploaded a gaming video on YouTube. And 55,000 new channels that uploaded at least one gaming video saw subscribers exceed 100,000 during the same time. Gaming content is driving this growth in channels and brands. Consumers not only want to consume content but also follow commentary and reviews of professional gamers. This is great news for marketers who now have access to an engaged audience that is looking for a total experience.

Gifting in the Age of Coronavirus

 Given it seems that Coronavirus is here to stay at least until the first half of next year, it looks like we are in for a socially distance holiday season.  As part of the new norm to minimize contact, the landscape of gift giving has also evolved.  On one had people will be looking for gifts that can be shared remotely, for instance the classic online gift card.  In fact, gift card sales are already booming with growth of over 100% versus same sales this quarter last year according to Digital Commerce.  Additionally there is some thought that not only will e-gift cards boom in sales, but also contactless or even mobile gift cards to minimize the amount of required contact if used in store.

While on one had many people are gifting in a way to minimize contact, the months of social distancing is increasing many people's desire for closeness and connection.  The forced isolation has been very stressful for people, especially individuals living on their own and this feeling will likely only be exacerbated during the holiday season.  With that in mind, there are many suggestions for gifts to help overcome that feeling of loneliness and sadness while still respecting social distancing:

Some fun ideas from Business Insider

Some advice on sending from Fortune

Some personalized gift ideas from Shutterfly

Some Coronavirus care packages from Brilliantgifts

Some ideas for employees working from home from Reading Eagle

Some gift ideas for essential workers from USA Today

Some pick-me-up gift ideas from Newsweek

This should give you a great starting point for planning your holiday gift lists this year!  Wishing everyone a happy and safe holiday season.

By Friends, for Friends: The Holiday Gift Guide!

The holidays are quickly approaching and I have a handful of amazingly talented friends who's companies have some serious gifting potential. Not to mention, you would be supporting female-founded, female-led, small businesses - what's not to love!

JIGGY PUZZLES

Puzzles worth framing

From the Founder: 5 years ago, I was working around the clock at an early startup and fell in love with jigsaw puzzles as my nightly meditation. I was doing one every week and the stress relief was great, but the designs were outdated and well, lame. I started dreaming up a puzzle that would be beautiful for both the doing and the decorating, that would look good before, during and after completion. I knew I wanted to support and highlight the work of amazing female artists and after a year of curating the art and reimagining and designing the packaging, JIGGY was born. I hope JIGGY inspires you to unplug and experience art in a whole new way, in pieces. -Kaylin Marcotte

Gift Suggestions: Anything from the new holiday collection!

Price Range: $40++

www.jiggypuzzles.com | @jiggypuzzles

Crown Affair

Ritual-focused Hair Care

From The Founder: When I started Crown Affair, I wanted to create high quality haircare rooted in ritual. For me, haircare is a daily practice, a part of being well and caring for myself. But after years of conversations, I realized it was much more frustrating than relaxing for so many people in my life. So I decided to create a new kind of haircare brand—one with clean ingredients, effective formulations, and beautiful handmade tools you’ll look forward to using every day. Crown Affair is a love letter to those who seek to change their relationship with their hair, appreciate its natural beauty, and, most importantly, take care. -Dianna Cohen

Gift Suggestions: The Comb 001, The Towel, The Scrunchie (life changing)

Price Range: $15++

www.crownaffair.com | @crownaffair

Mowellens

CBD-based wellness and skincare

From the Founder: I began to see life differently in 2012 when my husband was diagnosed with glioblastoma brain cancer. The zeal and vigor to shine in the midst of impediments, the ability to find peace in the unknown, the intuition to live with endless purpose, became my life mission. Mowellens was founded on the principles of unparalleled quality, efficacy, and purpose. Infusing these principles into our ethos requires a commitment and dedication to cultivating hemp for a better planet, supreme sourcing standards for interconnectedness, innovation in a burgeoning industry, and formulations for regeneration, repair, and perspective. We are passionate about creating skin and health rituals to give you confidence and trust, believing in the purpose behind the product. I believe feeling better and becoming a better version of you can be achieved with ease. And I hope Mowellens helps you find ease in the effort it takes to get there. - Amy Duncan

Gift Suggestions: Inner Peace, Radiant Scrub, One For All

Price Range: $50++

www.mowellens.com | @mowellens

Beekeeper's Naturals

Clean Remedies to keep you healthy and happy this winter

From the Founder: Your medicine cabinet should be filled with remedies that you can rely on. I want you to have access to solutions that are clean, potent, affordable, and a friend to the environment—that are absolutely free of the additives, refined sugars, and side effects that slow us down. Beekeeper's Naturals' mission is to break down the system, to restore your trust in your remedies, and to redefine what goes into the medicine cabinet. After all, healthy should be your natural state of being. When your body is supported and you feel your best, there's nothing to stop you from living life to the fullest, reaching new heights, and changing the world. - Carly Stein

Gift Suggestions: Hive Pharmacy Travel Kit, Honey Flight, Immune Support Essentials

Price Range: $15++

www.beekeepersnaturals.com | @beekeepers_naturals

The Rise of "Community" In Venture Capital

Platform or "Community" is a relatively new function that serves to improve a VC firm’s offering to portfolio companies. Over the last 15 years Union Square Ventures (est. 2003), First Round Capital (2004) and Andreessen Horowitz (2009) – have differentiated themselves by providing more systematic, tangible value-add through (i) network-harnessing platforms, and (ii) significant portfolio support staff, which both theoretically add value post-close and make their VC firms more attractive to founders. In short, VC firms now believe that in today’s crowded venture capital landscape, it’s the value-add that really makes the difference in winning deals.

The platform role is not uniform across funds. Rather, a Director of Platform will have a different focus depending on the philosophy, priorities, and size of their fund and the needs of their portfolio. Some are strong on content, some on talent. Some rule the event space, and some focus solely on community building. Some wear lots of hats and are spread across a half dozen different areas, acting as a swiss army knife for fund operations and portfolio company network management.

More so, Director’s of Platform / Community greatly struggled with KPIS and measurement of their effectiveness. 

To get a clear answer I contacted the VC Platform Community - a membership community of about 200 Heads of Platforms in Venture. As it turns out, they did not have distinct answers to my questions on the role and metrics for performance. As such, I compiled my research from my calls, meetings and readings and this is what I surmised of the role:

Responsibilities: 

• Focuses: events, marketing, and new initiatives

• inclusive of operations, business development, community, content and communications, event planning, talent support. 

• Manifested in the following ways:

• Business Development (by making strategic connections to customers, partners, and acquirers)

• Talent (we’ve strategically sourced hundreds of people for our portfolio companies, dozens of which have been hired)

• Communications (assisting with strategic messaging and PR)

• Events (like a CEO Summit; quarterly workshops for all CTOs, product, marketing, people ops, and ops teams; curated events with Fortune 500s, and one-off portfolio-wide events like a celebration of International Women’s Day)

• Portfolio Company Community (a network to share talent, best practices, and resources – with a curated resource database, along with a hundreds-strong Slack team open to any employee at any company)

Size Matters:

• Director of Platform is a role that’s constantly evolving based on size, stage and maturity of the companies across our two funds. A CEO of a 200-person company that’s raised $50M, for instance, will need help with different initiatives than a CEO of a 10-person company that’s raised $1M. At 64 companies strong, there’s enough critical mass among our portfolio company marketers, technical teams, people ops professionals, product managers, and others to easily find an answer to a question, or to be pointed in the right direction.

KPIS are Confusing:

• “Platform” can be boiled down to this: how do we connect the companies we invest in to our network, or to a network we can access? We keep two end goals in mind: help our companies be successful, and enhance deal flow. Like venture itself, it’s a long-term play with a lot of little wins along the way.

• Dan Kozikowski @ FirstMark Capital has found that “qualitative feedback and measuring what you can control, are the best ways to buy social capital with the team and LPs, too.” The consensus shared was that measuring activities such as introductions made to talent and/or corporates, portfolio coverage / attendance at events, the number of successful introductions made to follow-on investors and deals closed off the back of a meeting with the platform team are good data points to work with.

In Conclusion:

• The logic of the VC platform model in the context of the overall firm functions as follows: 1) The firm makes investments in post-investment resources or support staff (in red below); 2) these investments then lead to a 2-sided positive feedback loop, in which these resources may lead companies to perform better (IMPACT 2) and also generate better deal flow as a result of the firm’s enhanced brand reputation for supporting founders (IMPACT 1). These feedback loops directly and indirectly improve fund performance, and so the positive feedback loop goes on

The challenge of the New York Strand Bookstore in E-Commerce era

The growth and acceptance of buying physical items online has give the offline shopping a great pressure and challenge, especially during the recent pandemic period.

As we all know, it becomes very popular to buy cloths online. But It was very rare if you heard someone bought vegetable and meat online before. However, nowadays such type of shopping also becomes very popular.

The offline business becomes more and more challenges due to the drastic growth of E-commerce platform.

One of the areas that was hurt badly is probably the bookstore business.

Recently, The Strand Bookstore, a landmark of literary New York, is in serious trouble, appealing for customers to help it stave off closure amid the coronavirus pandemic.

Founded in 1927, the Strand Bookstore has survived for 93 years over the Great Depression, two world wars, big box bookstores, ebooks and online behemoths. The Strand Bookstore are the last of the 48 bookstores still standing from 4th Avenue’s famous Book Row but now is struggling of business continuations.

Well, given the invention of the vaccine, the coronavirus may be well controlled soon, but does it mean that the offline business such as Strand Bookstore would turn around to continues its prosperity of the old days? What is the future of the online store given the rapid growth of E-commerce? Is it possible that the offline shopping would eventually be disappeared?

 

 

 

 

Snapchat and AR based Advertising

Snapchat recently announced additional features to its Snap Camera. For example, you can now scan plants, dogs and different products with the Snap camera function to identify plants, dog breeds or get additional product information.

Snapcodes have been around for a couple of years but the new features allow users to get more information on certain products such as nutrition or customer reviews if you scan wines for example.

Snapchat also has partnered with McDonalds and Coca Cola that gives users promotions by scanning the logo.

 

Snapchat also has a partnership with Amazon that allows users to scan an image or snap a photo of a product that can be purchased through Amazon.

These new features are another step towards the next stage of AR and the integration of emerging marketing trends into social media platforms. It would be interesting to see if the scanning tool will be combined with a payment feature in the future that allows shoppers to check out a product in store through the Snap app directly.  This would be a very powerful tool allowing Snap to tailor ads to users based on their shopping interest and shop location.

A nudge to be nicer

 This week, YouTube rolled out a new feature that aims to combat hurtful and inappropriate comments on users’ video channels. This change follows a year during which the social media giant has been heavily criticized for failing to reign in hate speech and misinformation on its platform. 

Based on what content gets repeatedly flagged by users, YoutTube’s AI-powered systems will learn what’s considered offensive. This feature will improve over time, as the technology gets better at detection and the system itself is further developed.

When the system detects that a user is about to post something offensive, it will send out a warning to “Keep comments respectful” and prompt users to check the site’s Community Guidelines if they’re not sure if a comment is appropriate. The user then has the option to edit the comment or “post anyway.”

These intentional pauses are designed to stop users from reacting impulsively, and instead nudge them to be more thoughtful in what they write in commenting sections. In the past, platforms have been hesitant to implement such measures as they can reduce user engagement. However, social media companies have been under pressure to combat hate speech and make their platforms a more respectful environment. 

Reddit shares a glimpse behind the curtain, revealing a super-powered base

 Reddit recently, for the first time ever, revealed its daily user count and growth vs. YAG. They shared the info with good reason, too: 52MM daily users (a 44% increase vs. YAG), is quite the flex. While not even going close to toe-to-toe with Facebook's goliath numbers, their public share is revealing. Reddit is making the mainstream push.

Is this an effort to woo advertisers? Certainly if I were considering a Reddit campaign I would want to know the available reach. Others have dabbled in advertising and found Reddit's userbase to require extra consideration. Reddit has done well for itself so far, not disclosing profitability but showing strong revenues. I expect that this transparency is part of a push to encourage additional ad spending, helping break even if they have not done so, already.

Does this mean Reddit is growing responsibly, or are they flailing in the deep end looking for a lifeline? One blogger suggests that advertising on Reddit is challenging, and the base does not engage with adverts much at all. Organic posts on Reddit seem to fare better, likely because users don't immediately realize they are being advertised to.

Maybe while Reddit is a good way to engage with fans of your brand or increase awareness through a well-designed engagement strategy, inorganic advertising has some kinks to be worked out.

 Spotify Wrapped: 2020 Edition

This year's Spotify Wrapped was released on December 1. As every year, it provided a highly personalized summary of each user's listening history and behavioral patterns on the app, packaged in the form of stories 

The personalized experience, available on the apps, was different this year in that is included fun quizzes that put listeners to the test, asking questions about their top podcasts, artists and decades of music.

Titled as "One song helped you get through it all" (referring to the disastrous 2020), the streaming service also summarized the "Story of Your 2020 with your Top Song" by showcasing the dates the users streamed their songs for the first time, up to the days with the most streams.

As per usual, Spotify also curated personalized "Your Top Songs 2020" playlists with the users' top 100 songs of the year; as a bonus surprise, Spotify also created a "Missed Hits" discovery playlist with another 100 songs that the users might have missed this year but can continue to listen to.

Every year, Spotify delivers highly relevant data insights packaged as fun facts customized to each user individually, representing it in a fun and playful way. Interestingly enough, while one would expect there to be privacy concerns about Spotify's extensive use of data from user behavior patterns on the platform, the truth is, the streaming service provides significant value to its users, making the exchange between their data and data use less concerning and more enjoyable.

Spotify also experimented with a new format this year -- stories -- that they are planning on releasing in the future. This is yet another company introducing the stories format, followed by Twitter and LinkedIn.

Can AI-powered ads be more creative?

 In an era when artificial intelligence can play chess to defeat international masters, artificial intelligence's "creative" work, especially advertising creativity, has always been considered potentially a disruptor for the digital advertising world. 

AI has been utilized in advertising for quite some time. The combination of artificial intelligence and digital advertising has long been around. In terms of precision advertising, artificial intelligence provides powerful technical support for accurate reach of advertising users. Recently, the continuous development of artificial intelligence has provided a greater development space for mobile advertising-creative design and customization of advertising.

For example, Google's BERT technology can process one word in the context of all other terms in a sentence, rather than one after another. BERT also enables anyone to train their latest question answering system. The customization of search results and result pages based on the learning of the user's past interactions and preferences is another application of machine learning used in search.  Many advertising technology companies have been committed to using AI and machine learning to find suitable audiences to write better ads than humans and to increase conversion rates and interactions with target audiences. There are also some AI-led developments in creating dynamic advertisements and landing pages to personalize marketing messages in real-time. AI has certain applications in content creation. It can use technologies such as natural language generation (NLG) to determine the logic of individualization and manage individual-specific content. According to the goals set by advertisers, Google uses various contextual signals (through search data) to predict user behavior and influence bidding. Facebook also incorporated machine learning into the planning and execution of campaigns, as well as ad placement and ad placement. Similarly, in terms of natural search, the machine learning-based product ALPS reverse-engineered Google's ranking algorithm, and can accurately quantify ranking drivers, provide accurate suggestions for changes, and predict the effects of SEO measures before they are implemented.

Artificial intelligence brings more possibilities for advertising innovation. And novel advertising forms can increase the interest of advertising, attract users, and bring higher conversions. Advertising forms have been continuously innovated since their development, including rich advertising forms such as incentive videos, native information stream videos, and native advertisements. The personalized presentation of mobile advertising can optimize advertising effects. At present, many mobile third-parties use specialized mobile advertising creative design teams to design more creative advertisements using artificial intelligence technology. For example, Mobvista has established a creative laboratory dedicated to digital advertising. It designs and develops new advertising ideas for various advertising formats, including Playable, Interactive Endcard, AR/VR, panoramic, etc., and then combines cutting-edge algorithm frameworks for interactive materials Automated generation and production. Through the innovative system of advertising combined with AI technology, it can bring the ultimate interactive experience to users, and achieve a win-win situation for advertisers, delivery platforms, and traffic.

At the same time, artificial intelligence is also a hotbed of customized and personalized advertising. Big data is the foundation of artificial intelligence. Based on user portraits generated by big data, artificial intelligence can help advertisers identify consumers or potential consumers, quickly analyze and decide what users need, and design more personalized advertisements. And how to deliver and display with the material creation that can most touch the user's mind, which includes multi-dimensional and multi-level optimization work: the generation of personalized advertising templates, the dynamic filling of personalized materials, and the optimal combination of presentation. In the future, with the assistance of artificial intelligence, companies no longer need to rely on lifeless surface data to "guess" the response of the consumer market and can customize unique advertising experiences according to consumers' preferences and needs.

AI certainly brings better technical capabilities to digital advertising. Only when technology is used as a tool to serve creativity can the best publicity effect be achieved.

The rise of retail media networks calls for standardization

 

Amazon is challenging Facebook and Googles dominance in the advertising space, primarily becuase of its consumer spending data.  Retailers are all seeking to capitalize on their understanding of their customers.  Walmart recently announced an a platform to allow marketers to buy sponsor product placements.  The value of offline purchase data is much greater than the programmatic assumptions of the past decade.  This could lead to a much more fragmented market for the advertising industry. 

https://www.marketingdive.com/news/the-rise-of-retail-media-networks-calls-for-standardization/589413/

Ad spend retraction due to COVID-19 worse than expected: WARC

 

Global ad spending is expected to fall by over $50bn due to COVID and is expected to take over two years to recover to pre COVID levels of spending, which is twice the drop experienced in the '07/'08 financial crisis.  The drop is primarily driven by the auto, retail, and travel sector, which have been hit particularly hard by the pandemic.  However, much of this decline is attributable to traditional marketing.  Online marketing by contrast, which accounts for half of spend, is flat year over year.  The only sub category that should experience growth is online video.  This isn't all that surprising but further reinforces the idea that the pandemic has imply accelerated trends that were already in motion.  

https://www.marketingdive.com/news/ad-spendings-retraction-because-of-covid-19-is-worse-than-expected-warc-s/589870/