THINK: The Four Ideas That Matter in Digital Media This Week
Your 60-second read for 9/27: Spectacles are here; oy vey this election; innovation from McDonald’s; and more. This is what matters this week in digital media.
Snapchat has a new parent, and new sibling. Snap Inc. = Snapchat + Spectacles. Spectacles are $130 sunglasses that shoot circular video. Why should you care, when Google Glass never caught on? Because: even if Spectacles don’t take off, they are an early stab at defining the post-Smartphone era. There’s precedent, if we look at mobile devices. The Apple Newton failed. The Palm Pilot was successful but limited. Blackberries took off in the early 2000s for mobile email. Only when the iPhone launched in June 2007 did everything come together just so, and change the world. Beyond the cool Spectacles colors, beyond the circular video, if there are four horsemen in our post-smartphone future, their names are Facebook, Google, Amazon and Snap. More from Recode.
2/In digital politics, I'm not sure facts matter.
At least, not in 2016. Here’s what everyone is not getting about this election - facts do not matter. Sound bites do. Because sound bites get shared. Sound bites go viral. And it doesn’t matter if you share from the left or share it from the right, Mr. Trump just wants you share. Meanwhile, all the journalists burn the midnight oil fact checking and truth-o-metering everything, and wonder why nobody cares. I’ll tell you why nobody cares: because people only read the things that reinforce what they already believe. This election will be all about voting emotions, whether that’s outrage, anger, hope, fear, or something else altogether. Not facts. Hurry up, November, we can’t take it anymore. Plus the most shared stuff from the debate, via Lost Remote.
3/Advertising Week is here.
I think advertising is on the precipice of something great. I say this because the tools are changing for all the players. Viewers can avoid ads if they want to - Netflix-watching, ad-blocking millennials are already doing so. Publishers are working with marketers to create original content. The smartest brands are pushing boundaries across content, social media, messaging apps, virtual reality and more, to figure out new ways to engage. They have to, because the old ways don’t work quite as well as they used to. The business of advertising itself hasn’t yet caught up with the behavioral changes of its constituents, which is why change is oh-so-slow. So at Advertising Week this week in NYC, I’m glad to see people talking about Snapchat, and mobile, and all the rest. Change is coming, by marketers, or to marketers. More from Advertising Week.
4/Watch for digital innovation from...McDonald’s.
Speaking of advertising, it’s interesting to see such an old school American brand like Mickey D’s become new school. On the marketing side at least, this is what's happening. It doesn’t mean they've stopped spending on TV, print, radio or out-of-home. What it means is that they are ALSO focused on Twitter (143,000 reply tweets), Snapchat geofilters (308 million views), and creating 5,000 pieces of digital content this year for Facebook and more. These are the choices: embrace, or avoid. McDonald’s - not necessarily the first brand I’d look to for innovation - is choosing the former, because truth of the matter is, digital is happening, whether brands like it or not. More from Adweek.
Todd is the head of marketing at CakeWorks Video and the head of digital strategy at Hastings Digital Studios. Sign up for CakeWorks’ Worth Reading Video News, the once-a-week must read video newsletter!