Snapchat Drives Audiences to Watch TV Shows and Movies, Reports Samba TV

Photo Credit: Snapchat

July 1, 2024 (V SOCIAL MEDIA OF HOLLYWOOD) - New research from Samba TV indicates that advertising on Snapchat can significantly increase viewership for TV shows, movies, and sporting events. The study reveals that Snapchat campaigns produced an 84% lift in tune-in on average.

Samba TV's tune-in reporting shows that Snapchat not only drives existing audiences to engage with content but also attracts new viewers. The study found that 79% of Snapchat impressions were served to households that had not been reached by traditional TV ads. Additionally, one in three tune-ins driven by Snapchat came from new viewers, encompassing heavy, medium, and light TV viewers.

The effectiveness of Snapchat's ad formats was further demonstrated by campaigns utilizing multiple ad products. Samba TV found that campaigns using three to four ad products saw more than twice the lift compared to those using only one to two ad products.

With over 800 million monthly active users and reaching more than 75% of 13- to 34-year-olds, Snapchat offers substantial opportunities for advertisers to enhance viewer discovery and retention.

Source: Snapchat

Gen Z Becoming Skeptical of Influencers and Sustainability Claims, Study Finds

VANCOUVER, Canada, June 10, 2024 (VSNewsNetwork.com) - A new report by Rival Technologies and Reach3 Insights reveals shifting attitudes among Gen Z consumers towards social media influencers and sustainability messaging. The study, based on a survey of 750 Gen Z individuals in the US and Canada, highlights changes in online shopping behaviors, brand loyalty, and perceptions of influencer marketing.

According to the research, social media continues to play a significant role in product discovery for Gen Z, with Instagram, TikTok, and YouTube being the top platforms used to find new brands. However, the path from discovery to purchase is complex, with only 18.4% of online shoppers in this age group completing purchases through social media channels. In contrast, 88.2% prefer online marketplaces like Amazon and Etsy, and 74.6% opt for brand websites.

The study indicates a growing skepticism among Gen Z towards influencer marketing, with nearly half of the respondents expressing reluctance to buy products recommended by influencers. Many participants described paid influencer partnerships as “very insincere” or “annoying.”

“Influencer marketing is at risk of facing a serious reckoning,” stated Paula Catoira, Chief Marketing Officer at Rival Group. “To ensure ROI from influencer partnerships, brand marketers need to understand their Gen Z customers and align their marketing strategy with the needs of this audience.”

The report also shows that while 42.9% of Gen Zs prefer sustainable products when available, cost and budget considerations remain crucial in their purchasing decisions. This is exemplified by the continued popularity of fast fashion despite its environmental impact.

“Our research highlights how the attitudes and behaviors of Gen Zs can shift significantly as they go through different life stages and as socio-economic factors evolve,” said Andrew Reid, CEO and Founder of Rival Technologies. “To get accurate and nuanced insights on Gen Zs and win their loyalty, brands need to engage with these young consumers on an ongoing basis and do it in a way that’s aligned with their expectations and behaviors.”

The findings come from the 2024 Gen Z Marketing and Engagement Report, which utilized Rival Technologies' conversational research platform to gather quantitative, qualitative, and video feedback from respondents. This approach, which encourages candid participation, has been employed by companies such as Warner Bros. Discovery, REVOLT TV, and Coca-Cola to gain valuable consumer insights.

For more information on the study and Rival Technologies’ research methods, visit rivaltech.com or reach3insights.com.

Source: Rival Technologies and Reach3 Insights via Social Media Today

Research Reveals Importance of Balancing Active and Passive Attention in Marketing

HOLLYWOOD, June 4, 2024, (V SOCIAL MEDIA OF HOLLYWOOD) - In a recent study conducted by Amplified Intelligence, a company founded by media science researcher Dr. Karen Nelson-Field, findings suggest that successful marketing strategies should balance both Active and Passive Attention to optimize results. The study utilized advanced techniques such as eye tracking and device usage to measure how people engage with information.

Stacy Malone, VP of Global Business Marketing at Pinterest, highlighted the growing complexity of capturing consumer attention in an increasingly distracted world. "Brands often believe that breaking through the noise means being the loudest in the room. But modern marketers already know: Attention is more complex than you might think," Malone said.

The study identified Total Attention as a crucial metric, which combines Active and Passive Attention. Active Attention involves conscious focus, often driven by high-impact digital sponsorships or major TV moments. Conversely, Passive Attention is more subconscious, such as listening to background music while performing other activities. Both types of attention were found to be significant in driving marketing outcomes.

A key finding from the research is the efficiency of Passive Attention tactics. While Active Attention strategies tend to be more expensive, Passive Attention techniques proved to be more cost-effective. The study found that media plans targeting Passive Attention drove 6.7 times more attentive seconds per dollar spent compared to those focusing on Active Attention.

Malone emphasized the importance of incorporating both types of attention into marketing strategies. "People shift between Active and Passive Attention modes all day, without even realizing it. So rather than choosing an approach that captures one type of attention, build a strategy that plans for both," she explained.

The study also revealed that Pinterest performed exceptionally well in capturing Total Attention. Ads on Pinterest delivered 170% more Total Attention and 7.3 times more Passive Attention compared to other platforms. Additionally, users on Pinterest scrolled past ads 1.5 times more slowly than on other platforms, contributing to higher engagement.

According to Malone, the positive user experience on Pinterest plays a significant role in these outcomes. "We want people to feel good on our platform, so we’ve created a place that inspires people to take action in their own lives. And when they come to Pinterest, they’re taking their time," she said.

The research highlights practical strategies for advertisers to enhance attention on Pinterest, such as placing ads in relevant contexts and creating emotionally engaging content. Ads shown in a relevant context increased Active Attention by 60%, and ads with high levels of happiness and surprise drove more attentive seconds.

For marketers aiming to maximize their media plans, understanding and leveraging Total Attention can provide a competitive edge. As the industry moves towards standardizing attention metrics, these insights offer valuable guidance for creating more effective marketing strategies.

For more information, read the full study here.

Source: Pinterest