To combat divided attention, Netflix instructs writers to repeat plot points. This ensures viewers who are simultaneously scrolling on their phones can still follow the story, highlighting a content strategy shift to cater to a multi-tasking audience.
In the U.S., YouTube is the number one channel on television sets, yet it's priced with a low CPM typical of social media. This discrepancy stems from antiquated industry bias and represents a significant arbitrage opportunity for savvy advertisers.
Most media buyers completely overlook LinkedIn as a marketing channel. This makes it a powerful and undervalued platform for B2B or high-end product marketing, offering direct access to decision-makers and professional audiences that other platforms can't reach effectively.
Vertical video platforms are saturated with low-quality UGC. The next major trend will be studios and media companies professionally re-editing their high-quality back catalogs (e.g., TV shows, movies) into vertical formats, bringing premium content to the phone.
Contrary to common belief, fumbling a line or having a technical issue during a live speech can increase audience engagement. This 'pratfall effect' makes the speaker seem more human and authentic, making the performance feel more like live theater than a stale rehearsal.
Traditional media measurement overstates TV's value by ignoring split attention. By subtracting moments when viewers look at their phones, data shows YouTube is the dominant platform for actual attention, a crucial insight for media buyers allocating budgets.
Major tech platforms and media buyers have a shared, unspoken incentive to ignore ad fraud. Platforms would lose massive revenue by fixing it, and buyers have few alternative channels to deploy large budgets, creating a systemic problem that harms brands.
Brands know YouTube is crucial but lack strategic confidence. The solution is to hire creators as full-time employees, not just contractors. This embeds their native platform expertise into the company, improving media, programming, and distribution strategies from within.
With up to 50% of ad spend wasted on bots and a system where platforms and agencies aren't incentivized to fix it, the best strategy is to opt-out. Brands should invest in building direct-to-consumer channels through owned content and creator partnerships.
The popular narrative that AI is replacing jobs is often an excuse. Many large companies announce layoffs primarily to achieve a temporary stock price pop for investors. In reality, most firms report that their AI investments are costing money, not saving it.