P2Blog

A Win for Online Video (Weekly Roundup: September 08)

Posted by Samantha Stallard on September 8, 2017
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Every Friday, the P2Blog will feature five industry articles that are trending, relevant, shocking, hilarious, or rediscovered. The Weekly Roundup is a curated list of what Pop2Life is sharing around the office - complete with our thoughts and on-point opinions (IMNSHO).

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1. Happy Labor Day!

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2. Nielsen's Digital Content Ratings Will Now Include Facebook, Hulu, and YouTube Video Views

neilsen-buzzfeed-tasty.jpg

Photo courtesy: Buzzfeed

Found in Ad Week, written by Sami Main

Nielsen is giving media publishers and marketers more confidence that videos, and the ads associated with them, will be tracked more accurately across various internet platforms. The measurement service announced this morning that it will count video views on Facebook, Hulu and YouTube.

Clients who opt in to the service will receive credit for views of videos distributed on Facebook and YouTube, while Hulu will provide select media partners with data on some of the content currently hosted on the streaming platform. Nielsen hopes this addition will demonstrate the true breadth of a publisher’s audience.

“The inclusion of video content distributed on Facebook, Hulu and YouTube in Nielsen Digital Content Ratings is a major accomplishment and part of our ongoing commitment to providing the industry with independent, comprehensive measurement of the evolving consumer landscape,” said Megan Clarken, president of product leadership at Nielsen. “Through capturing this audience, Nielsen is providing publishers, agencies and advertisers with a better picture of today’s media consumption, with comparable metrics.”

Nielsen will now present a side-by-side display of viewership across all platforms for TV and digital clients, allowing publishers to showcase all the ways people watch their digital content and provide agencies and advertisers with valuable data for more informed decision-making.

Our take:

Brands and publishers continue to invest heavily in online video, even without proper engagement ratings from Nielsen. They've put in so much time and money because consumers have responded positively and continuously. As more entertainment and media brands either give more attention to their digital viewership or shift exclusively to online streaming, this acknowledgement from Nielsen proves that the trend is here to stay.

So much content is being overlooked by traditional measurement tools and brands are expected to track content views, total viewers and additinal metrics on each individual viewing platfrom with no communication between the sites, like Facebook and YouTube. Digital publishers like Buzzfeed and Refinery29 will now have the ability to quantify their engagement numbers.

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3. The Evolution of the Grocery Store Experience

grocery store experience.jpegPhoto courtesy: Pexels

Found in P2Blog, written by Samantha Stallard

The first evolution of the grocery store experience has come in the form of the "grocerant." The concept of combining a restaurant and a grocery store has been around for years -- notable, longstanding New York City grocerants include Zabars and Barney Greengrass, but are growing in popularity around the country.

According to Technomic Inc.a research and consulting firm, revenue for prepared food service at supermarkets grew an average of 10 percent a year from 2005 to 2015. And when dining out, more consumers are choosing their local grocery stores over traditional fast food and restaurants, the firm showed. As a result, grocers are seeing value in beefing up their prepared food experiences. These grocerants shouldn't be confused with the familair grcoery store salad bar -- these are fast-casual restaurant spaces designed with the intention of keeping consumers in the store. More than a sad salad in a styrofoam container eaten on a bench, these dining experiences often feature booths, wifi, and menus for made to order meals.

The shift in power between grocery brands and consumers has completely swayed to the consumer’s endEven without a formal experiential marketing plan, grocery stores can incorporate experience tactics into their customer satisfaction strategy. Consumers respond most positively to engagement opportunities where they least expect them and national brands will often help regional retailers with sponsorships and funding. But, don't go building a restaurant in the deli or buying a food truck if it doesn't fit your brand identity. Chasing trends might be appropriate for some brands, but more traditional-minded stores should steer clear.

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4. 7 Trends All Event Pros Need to Recognize Right Now

Kiuru_Timo.jpgPhoto courtesy: Sergei Pavlov

Found in Special Events, written by Timo Kiuru

1. Normal celebrities: We’re living the in the age of the “normal famous” person. Just look at a celebrity such as Casey Neistat, the mega-influential YouTube personality, who started making videos in early 2000s and now has a following of more than 7 million people. Neistat is known for doing both crazy stunts and everyday stuff on his videos, which makes both interesting and easy to relate to. Event pros need to re-think how celebrities interact with the audience and participate in the events. My advice is to strive to create as intimate platform as possible, enabling these present-day celebrities and their followers to connect with each other--instead of playing flamboyant fanfares.

2. From tourism to local-hood: Let’s face it: Nobody wants to be a clichéd tourist, that is, someone who doesn’t have true respect for the surroundings, who hedonistically exploits the local community while deep inside is afraid of trying new things. Instead, everyone wants to experience the life of the locals and find the hidden gems of the destination. Locals don’t travel in black Escalades, they ride bicycles. They don’t go to a five-star restaurant on a weekday; rather they have a backyard barbecue party. The answer: Less glamour and glitz, more authenticity and simplicity--especially within the B2B-travel sector.

3. Urban escapism: Urbanization is definitely one of the biggest mega-trends of today. Big cities accelerate the economies of countries, and globally people are moving to cities chasing after opportunities, jobs, services and love. Although big cities attract people with high hopes and big dreams, all of us every now and then need a break from the sensory clutter of crowded cities filled with uninterrupted noise and visual chaos. We need to connect with the nature and calm our senses. As an example to prove my point, Apple’s West Coast flagship store in downtown San Francisco is filled with living trees. What if soothing, multisensory silence is the next big thing? Event pros need to create environments where one can escape the hustle and bustle of modern mega cities.

 

Read more here!

Our take:

We have some additional thoughts!

Get your softwares in a row: First of all, you know we can't get through this without a Ribyt shout out. It streamlines communication with different guests types; customize and personalize invites, itineraries, and other correspondences; manage multiple guest lists for multiple events and activities happening throughout the event; guests can RSVP quickly on a mobile device, allowing for quick responses and tracking in real time and fill out forms or sign waivers digitally. Also, try a social tracking software to monitor your brand's social accounts during the event. This is a great way to test the social reach of a custom hashtag or see if an event expands your social reach or follower count.

Add a social wall: Another cool (and easy) type of venue tech are social walls. With an Internet connection and a monitor, you can display your brand and attendees social posts up on the big screen for all to see. Not only does this catch people's attention onsite, but it also encourages attendees to post using the official event hashtag in order to get their 15 seconds of fame. Some social wall softwares (we've used Tint at Pop2Life for SundanceTV HQ, HGTV Lodge, Cupcake Challenge, and HGTV Tiny Tailgate) also come equipped with polling features, so your attendees can vote in real time using rival hashtags. It's done through a dynamic display theme that uses keyword filtering to display the hashtags separately, but on the same screen. Perfect for sporting events with two separate fan-bases.

Live stream your event: Streaming experiences are expected to advance in 2017 as the access to such experiences is expected to come to scale throughout the year. The live stream trend has been bolstered by Facebook Live by enabling consumers to engage with a live event when they choose and incorporating both the physical and digital landscapes. Streaming technologies not only encourage engagement from those who could not attend but also provide a mechanism for those in attendance to revisit the event, stimulating feelings and emotions that they felt at the time by offering an experience which is as immersive as possible without actually going back in time.

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5. Cheetos-Inspired Restaurant Is a Hit Among Orange-Fingered Fans

anne-burrell-cheetos-restaurant.jpgPhoto courtesy: AP Bebeto Matthews

Found Fortune, written by Bloomberg

David Shifren likes Cheetos. No, David Shifren really, really, really loves Cheetos. On a Thursday night, standing on the sidewalk in Tribeca, the 37-year-old lawyer was wearing an orange T-shirt, a cheetah-print hat, and a cheetah-print tail—proof of his all-consuming passion for what he described as “cheesy, crunchy deliciousness.”

He’d just emerged from the Spotted Cheetah, the Cheetos-sponsored restaurant that was finishing out the final night of its three-day run as a popup this week. With a comfort-food menu developed by Food Network personality Anne Burrell, the Spotted Cheetah was serving Cheetos-crusted fried pickles, spicy Cheetos nachos, white cheddar Mac ‘n’ Cheetos, “dangerously cheesy” meatballs, and Cheetos Sweetos crusted cheesecake. When news broke of the popup’s existence, the online reservation system filled up almost instantly, with 1,000 people rumored to be on a wait list.

This is the popup restaurant in 2017. Six years ago the culinary avant-garde realized that the format—lasting as little as one evening or as long as a few months—offered ambitious chefs the opportunity to showcase their abilities without the financial commitment of a full-on restaurant. Today, we have this endeavor: An expensive, complex marketing ploy that, at the very same time, expresses a deep appreciation for, and by, die-hard fans of that crunchy, powdery, two-inch-long puff of extruded cornmeal.

Our take:

Pop-up restaurants are an experiential marketing strategy that we're seeing more and more brands tap into. They provide an outlet for which chefs can constantly change their menus, you only need to pay rent for the short time you're occupying the space, and labor forces are hired on a temporary basis. Plus, when people make reservations at a pop-up, they're prepared to spend a lot of money. It's a temporary, thus special, event and diners want to experience every treat on the menu.

Successful pop-up restaurants, or any other type of surprise event, are a powerful combination of expected and unexpected. Event marketers have to draw a crowd and yet keep it under wraps until the day the experience opens. It needs to appear serendipitous, yet planned with the same careful thought as a traditional marketing strategy. 

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Topics: pop culture, news, experiential marketing, events

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