Weekly Recap - March 10, 2017

Move over Facebook, Vimeo is now adding 360 degree video. But what constitutes a view? A share? A like? Adweek is breaking down what it means to truly measure ads. Us? We’re looking at HubSpot’s list of impressive influencer marketing campaigns. Take a look.

DETAILS, please

Vimeo is adding 360-degree video capabilities. Vimeo announced today it will let creators upload, share and sell 360 video on the platform. They’re hoping this will accelerate adoption of the experiential format. 

How to get the true measure of a mobile ad. And how should advertisers incorporate likes and shares in social media?

10 impressive examples of influencer marketing campaigns. You can't go anywhere these days without hearing about the elusive, purportedly mystical powers of influencer marketing.

Meanwhile back at the RANCH

Facebook and Google are losing the war against ad-blockers. All told, internet users worldwide had installed ad-blocking software on 616 million mobile devices and desktops by the end of 2016, a 25 percent increase from 2015 (491). 

Self-care and what it means for healthcare marketers. You know it is 2017 when you can officially count a glass of wine or reading a good book as part of your self-care routine

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest, greatest and free whitepaper "Communicating with Visuals."

SHARING is CARING

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Snapchat vs. Instagram: Everything your brand needs to know.

Debating which visual social platform is better for your brand? Let’s break it down filter-by-filter, post-by-post, percentage-by-percentage.

Active users and audiences.
To date, Snapchat has:

Instagram has:

  • 600 million registered users
  • 400 million monthly active users
  • 75 million daily users

If your brand is looking to reach adults 18-34, Snapchat reaches 41 percent of this audience on any given day. Roughly 71 percent of Snapchat users are under the age of 34, and 70 percent of all users are female. Audiences vary slightly more on Instagram. According to a recent Pew Research survey, Instagram accounts for the following audiences:

  • 59 percent of 18-34 year olds
  • 31 percent of 30-39 year olds
  • 13 percent of 50-64 year olds
  • 5 percent of 65+

In the past year, these figures have increased across all audiences except for those 65+, which experienced a decrease in users by one percent.

Time spent, content shared.
On average, a daily Snapchat user spends roughly 25 minutes in app. Snapchatters watch over 10 billion videos per day. An Instagrammer spends on average 21 minutes a day, with an average of 80 million photos posted daily. What’s more:

  • 60 percent of users say they discover new products on Instagram
  • 70 percent of users follow a business on Instagram
  • 75 percent of users take action after being inspired by a post

Features, filters and fixtures.
Snapchat allows users to spice up photos and videos with:

  • Filters
  • Speed
  • Temperature outside
  • Altitude
  • Time
  • Geo-filters
  • Stickers
  • Make your own stickers
  • Bitmojis
  • Emojis
  • Text and even a combination of the features

Instagram involves a variety of visual interests for users. For in-feed photo posts, users can opt for landscape, portrait or square images. Instagrammers can even post videos: hyperlapse, slow motion, standard video and Boomerang video units. Feel like posting 10 images or videos in one post? Instagram even supports album-style postings.

Stories.
Snapchat was the first to claim their stake in this territory, but Instagram has now joined the field. According to Social Media Today, Instagram has a better user interface, an easier way to share stories and their features are cleaner. Here’s what you’ll find:

  • Boomerang video
  • Linking to blogs or other handles
  • Stickers
  • Weather
  • Current time
  • Location
  • Text
  • Drawing capabilities
  • Live video

You can even save your entire story from the past 24 hours to your camera roll.

Messaging.
Not only can you send snaps to users you connect with, but you can also make audio and video call through the Chat interface. In contrast, Instagram allows users to message through threaded messages, known as Instagram Direct. Users can name their chat groups, send photos, oversized emojis, comment on stories and even share profiles.

Discover and explore.
Both apps offer the ability to find inspiration, news, brands and other accounts on discover and explore pages. These pages allow users to see what is trending, what live videos are available and what accounts/brands have stories available for viewing. 

Advertising.
As part of their monetization strategy, Snapchat offers a variety of creative ad tools:

  • Snap Ads – These video units offer up to 10 seconds of branded messaging. Users interested in learning more can be directed to an article, app install, long form video or lead right to your brand’s website.
  • Sponsored Geofilters – Is your brand looking to advertise in a specific arena, location, etc.? Geofilters put a virtual fence around a venue or community, enabling only those users within to access special filters.
  • Sponsored Lenses – Lenses can be used anywhere regardless of location. To activate, press and hold on images and lenses will appear. Branded lenses can be triggered by users raising an eyebrow, sticking out a tongue, etc. On average, users play with Sponsored Lenses for 20 seconds.

Snapchat also offers 3V Discover Ads, 3V Live Ads and 3V Ads Between Stories. 

Whether you’re looking to increase app downloads, sign-ups, video views, video completions or looking to drive traffic to the website, Instagram users can utilize all of these metric guided campaign tools through Facebook Ads Manager. So, if your brand is running an ad campaign on Facebook they can even extend the campaign to advertise on Instagram. Ad opportunities include: photo ads, video ads, carousel units, photo and video ads in between Instagram Stories.

Interested in advertising on these platforms? Talk to us.

For more on visual communication, download our newest guide, "Communicating with Visuals," to learn how your brand can amplify their marketing.

 

Weekly Recap - February 24, 2017

How often do you tap into virtual assistance apps on you smartphone? According to a new study, 21 percent of consumers use them at least once a day, 26 percent use once a week and 23 percent use them at least once a month. And they’re not just using them to ask funny questions. (Siri, will you marry me?) Weather, music and searching news are popular apps. How do you measure success? Click-through no longer cuts it. Maybe video views? Take a look.

DETAILS, please

How do people use virtual assistants on their smartphones? New research looked at how often U.S. smartphone users are employing smartphone virtual assistants, why and when they’re using them, which services they’re using and what they’re commonly searching for.  

6 reasons why it’s time for advertisers to move beyond measurements like click-through. As an industry, we have incentivized click-through and created the market for fake click traffic.

The state of video marketing 2017. It seems like every year is labeled “the year of video” by one expert or another—but  2017 could well have the best claim yet. 

Meanwhile back at the RANCH

Are you keeping up with Brogan & Partners? Follow us on FacebookTwitterInstagramLinkedInYouTubeGoogle+ and Pinterest.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest, greatest and free whitepaper "Communicating with Visuals."

SHARING is CARING

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Weekly Recap - January 6, 2017

Shhh. What’s that? A muted ad? Pandora is slated to roll out muted video and responsive display ads this month and marketers aren’t the only ones excited. Users are too. In fact, three of four people surveyed prefer the new ad experience altogether. And it’s right on trend. HubSpot notes that by 2017, video will represent 74 percent of all internet traffic. It even makes Forbes’ top five social trends that will dominate this year. And if you want to take your video targeting to the next level, eMarketer has some tips.

DETAILS, please

Pandora’s muted video and responsive display ads are a big hit with marketers. According to Pandora, the ads—which will roll out beyond beta on Jan. 19—have shown promising results during early tests. 

42 visual content marketing statistics you should know in 2017. Here’s what’s new and next in for visual content marketing.

5 social media trends that will dominate 2017. Social media is one of the fastest changing industries out there. So, here’s the latest and greatest trends to look out for.

Taking video ad targeting beyond demographics. Demographic targeting (using consumers’ age and gender to make media decisions) continues to be used widely, but advertisers are raising questions about its effectiveness.

Meanwhile back at the RANCH

Are you keeping up with Brogan & Partners? Follow us on FacebookTwitterInstagramLinkedInYouTubeGoogle+ and Pinterest.

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A Year in Review: Facebook.

A Year in Review: Facebook.

For Facebook, every year brings advancements and enhancements—and 2016 was no different.

With a strategic goal to make the world more connected, the Facebook team added new functionality, created new technology and worked to improve features that already exist.

Which made the most news? Let’s rewind.

  • Live video expanded. In December 2015, Facebook started testing live video. Then, certain accounts were granted access to go live, but now, both iOS and Android users can start a live stream in seconds.
  • Instant video exploded. To keep up with Facetime, Facebook Messenger made video calling an everyday option. 
  • Facebook Reactions appeared. The people had spoken, and Facebook listened. Kind of. For years, users begged and pleaded for a “dislike” button. And while they didn’t get exactly what they asked for, they did get icons that could convey other emotions, like “love,” “haha,” “yay,” “wow,” “sad” and “angry.”
  • Friends and family came first. Facebook announced they were more determined than ever to keep users connected to the people, places and things they actually wanted to be connected to. Translation: Content people cared most about started appearing higher in newsfeeds (even higher than before).
  • Information became even more important. Whether you’re looking for a news event or just a new recipe, now, you’ll probably find it sooner. Because Facebook values informative content, that also took priority in newsfeeds.
  • There was more to do in Messenger. A new design brought a new ease. In June, users started seeing their most recent messages at the top of their screen, a “favorites” section that let them quickly access the friends they frequently talk to and an “active now” section to see who’s available at the moment. By July, more than 1 billion people were using the app every month.
  • Users could spend time (and money) in-app. In September, Facebook started experimenting with transactions in Messenger. Customers could check out with just a few clicks, without ever leaving the app. 
  • Actions got easier. October brought the functionality for consumers to get more from brands—faster. Now, users can order food, request an appointment, get a quote and get tickets directly from Facebook. (This is still being rolled out, so stay tuned!)
  • Recommendations rolled out. Asking for advice about a product or service? Simply switch on the Recommendations for that post, and your friends can comment with suggestions. Can’t they do that already, you ask? Well, a bit. But with this functionality, you’ll see all of your friends’ suggestions mapped out and saved in one place.
  • People expressed their hate for clickbait. To combat this, Facebook built a system to identify and demote any posts that appear to use clickbait headlines.  
  • Video streamed on bigger screens. This year, users got the ability to stream Facebook videos on their TV, through devices like Apple TV and Google Chromecast.
  • Social media met social good. The launch of Community Help lets users ask for or offer assistance after a natural disaster.
  • Fundraising got more fun. New in November, Facebook users were able to add a donate button to their own live videos, as well as their posts.
  • Metrics mattered more. Also in November, Facebook set out to give Pages more clarity and confidence about the insights they provide. They changed the way certain things were measured, as well as the descriptions for each metric they record.
  • 360-degree photos were shared. Show off the world around you… literally, all the way around you. By snapping a panorama or using a 360-degree photo app, users can now post bigger, better shots from their day. Friends, family and fans can then explore the image just by tapping (or clicking) and dragging.
  • Artificial intelligence helped blind people “see.” Facebook is a visual platform—extremely visual. But, according to the platform itself, more than 39 million people are blind, and more than 246 million people have a severe visual impairment. Realizing this, Facebook launched an object recognition technology to generate descriptions of photos shared across the channel.
  • Users drove the ad experience. To expose people to fewer “bad ads,” Facebook let users take matters into their own hands. Now, if a user wants to stop seeing ads about a certain topic (anything from ice cream to Iceland), they can remove it from their ad preferences. Additionally, they can request to stop seeing ads from certain businesses or organizations.
  • Windows welcomed the app. Because more and more people were using Facebook on Windows 10 computers, the platform rolled out an app specifically for their desktops.
  • Marketplace launched. To buy and sell, user to user, just tap the shop icon at the bottom of your app. This year, Marketplace became available to everyone older than 18 years old in the U.S., U.K., Australia and New Zealand.
  • Workplace went worldwide. Now available to any company or organization across the globe, Workplace helps to keep coworkers connected.
  • Users started finding events with ease. With hundreds of millions of Facebook events, FOMO got even more real. That’s why Facebook launched a new app, designed specifically to keep calendars full. Events from Facebook shows what’s happening when with an interactive map that’s definitely worth exploring.

What will 2017 bring? We’ll be standing by.

To stay up to date with all of the social media changes, all year long, subscribe to our Brogan Weekly Recap.

3 things retailers need to know about this year's holiday shoppers.

How do you feel about holiday shopping? Are you excited? Completely dreading it? Or just adding it to your to-do list. Here are three things marketers need to know about this year's holiday shoppers.

  1. Consumers feel stressed and excited.

According to a CEB Iconoculture survey, consumers were asked:

Consumers feel stressed and excited

While stress does top the list of emotions felt during the holidays, consumers are also excited to participate in holiday traditions with friends and family. Not only are they trying to find the perfect gifts, they are just as excited to spend time decorating, gathering with loved ones for the holidays and celebrating the holidays.

  1. Spending is up.

So how much will consumers spend this holiday season? New reports find consumers will likely spend $656 billion this season. According to CEB Iconoculture research, consumers expect to spend an average of $936 this year during the holiday season. While some try and keep to a holiday budget, 64 percent of consumers said they usually spend more than they should, while 58 percent admit they never stick to a budget.

But it is not all spending for spending's sake. Consumers plan to search for deals. According to CEB Iconoculture research:

  • 46 percent spend a day searching for the best price
  • 33 percent search for discount codes
  • 26 percent travel more than one hour to get a deal
  • 23 percent line up at the doors before a store opens

What's the worst thing about holiday shopping? According to CEB Iconoculture research, 27 percent of those surveying said shopping in crowds while 20 percent said picking the right gift.

What are consumers interested in? Inspiration and practicality. While 27 percent do not like crowds, a fair amount will go in store for inspiration. Whether it is attending in-store events or browsing for gifts for loved ones, consumers will visit stores. Another driving force, practicality. This means immediate product experience and of course good discounts. One in two consumers say finding a good deal beforehand will definitely get consumers to shop in-store.

  1. How will consumers shop on multiple devices.

CEB Iconoculture research noted that 57 percent planned to shop on Cyber Monday. While this figure was noted before the two biggest shopping days of the year, Cyber Monday saw one of their biggest years yet. With a twelve percent increase since last year, Cyber Monday saw roughly $3.45 billion in sales this year.

According to CEB Iconoculture research, dollars will be spent across multiple devices:

How will consumers shop on multiple devices

Need more on holiday marketing? Check out 5 things brands need to know about Millennials and holidays.

Healthcare Checkup - December 2016

Tis the season for giving, forging connections and the flu? Yes, that’s right. Let’s take a look.

Give: Rethink Breast Cancer has created thoughtful Give-A-Care products to gift one-by-one or send curated packages to loved ones diagnosed with breast cancer.

Connections: Celebrity endorsements may seem like a trend of the past, but they are still used in several marketing campaigns today. And believe it or not, Millennials are sticking with their pediatricians well into adulthood.

Flu: While the flu season is in full swing, Uber is making it more convenient for consumers interested in receiving the flu shot. See here.

VITAMIN B&P.

Rethink Breast Cancer makes it easy to show you care. The young women’s breast cancer movement has created thoughtful Give-A-Care products that help friends diagnosed with breast cancer get through the tough time ahead.

Healthcare marketing: Do celebrities still resonate? As we’ve recently seen in the latest Cigna TV spot, celebrities definitely capture our attention. (Especially when Dr. McDreamy is talking to us.) But, does this marketing tactic still resonate?

Millennials are sticking with pediatricians into adulthood. From 2002 to 2012, pediatric office visits by patients 19 and older grew from less than a million to 2.4 million.

Flu season driving you nuts? There's an app for that: #UberForHealth. The ride-sharing enterprise advertised their new promotional effort.

MARKETING SUPPLEMENTS.

Everything marketers need to know about paid search. How many times have you searched for something online? How many of those times did you search from your mobile device?

INDUSTRY PULSE.

From #GivingTuesday to patient centered storytelling, social media has seen quite the transformation this year. Take a look.

Healthcare embraces #GivingTuesday with innovative fundraising. With momentum on social media and a partnership with the United Nations Foundation, #GivingTuesday has quickly become a vast philanthropic effort led by Millennials.

How healthcare marketers use social media. Gamification. Disruption. Value-based messaging. See how healthcare marketers can tap into social media to share their brand message.

MONTHLY DOSE.

Does your hospital marketing budget have you down? Download our free guide, "How to market your hospital on a tight budget," to learn budget efficient marketing strategies.

Weekly Recap - November 18, 2016

Is it us or is it beginning to look a lot like the holidays already? Otherwise known as “Christmas Creep,” marketers are already debuting their holiday ads, deals and marketing campaigns for the season. From Starbucks’ red cups to Macy’s “Believe” campaign, HubSpot has compiled the most memorable holiday marketing campaigns that continue to leave an impact on consumers. Speaking of, what will they want in an online shopping experience? Will virtual assistants play a role? Let’s take a look.

DETAILS, please

150 years of the best holiday marketing campaigns. The holiday season remains one of the more influential times of year to launch a campaign and seal it into holiday memory for years to come.

Infographic: What consumers want most in an online shopping experience. The holiday shopping season is upon us. Is your brand ready?

Will virtual assistances assist consumers this holiday season? Consumers are frequently turning to virtual assistants like Siri and Alexa to help with a variety of things. Is holiday shopping one of them?

Meanwhile back at the RANCH

Flu season driving you nuts? There's an app for that: #UberForHealth. The campaign was designed to deliver flu care packages and flu shots for up to five individuals from a registered nurse through Passport Health, for free. 

Millennials are sticking with pediatrician into adulthood. From 2002 to 2012, pediatric office visits by patients 19 and older grew from less than a million to 2.4 million.

How to work the holidays like a brand star. How can brands leverage the holidays to win shoppers? Easy on the Christmas creep, skip Thanksgiving sales and campaign with purpose.

THE Topic of conversation

Authenticity. Discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups. Download our free whitepaper “3 Rules to Creating an Authentic Brand.”

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Marketing Statement - Fourth Quarter 2016

Look who’s talking money now. Gen We is growing up and growing into bank accounts, credit cards and student loans. They’re approaching finances with eyes wide open, taking a decidedly sophisticated approach to money. And cautious, like their Millennial brethren. The percentage of Americans under 35 with credit card debt is at its lowest level since 1989, says the Fed. How is a financial brand to break through? Tap into their OSD. They’ve got obsessive smartphone disorder bad.

3 ways financial marketers can engage with Gen We. Molded by the Great Recession, young consumers have a distinct attitude toward money. They’re more involved in household economics, lean in for teachable moments and are emotionally engaged in money management.

Millennials and credit cards: a complicated relationship. Millennials are using credit cards more responsibly than older generations, says the Fed. They avoid charging small purchases and revolving debt.

Tech shame or celebrate? Marketing to the smartphone gen. Why you gotta’ be so screen? Brands try to disrupt the smartphone obsessed with varying degrees of success.

QUICK study

Millennials prefer to apply for mortgages in person. When they're shopping around for mortgages, more than half of young adults prefer in-person interviews over researching info on the internet, according to a SunTrust Bank survey of potential Millennial homebuyers. And once they have that meeting, they're often pleasantly surprised at how achievable their goal is.

They save, save, save. Frugal Millennials sock away 15 percent or more of their annual earnings, according to a Sallie Mae survey. And they're not just bolstering their own retirement. 65 percent of Millennials with kids under age 18 are saving for their kids' education, compared with just 50 percent of Gen Xers.

Don’t swipe the small stuff. Are you more emotionally invested in cash purchases than debit? You’re not alone. But because it's painful, the cash purchase is also more rewarding—even more delicious, according to a study published recently in the Journal of Consumer Research.

SHARPEN the saw

You can depend on social media to change. Often. What’s an industrious but insanely taxed marketer to do? Read our free whitepaper on the nine social media trends impacting your online performance for starters. It’s a quick read but rich with key insights to evolve your social strategies for optimum brand engagement. Download now.

START a conversation

Share the Marketing Statement. Tell two friends. And so on.

3 ways financial marketers can engage with Gen We.

3 ways financial marketers can engage with Gen We.

Is it us, or does Gen We rhyme with money?

According to CEB Iconoculture research, Gen We encompasses kids up to age 18 (born between 1996 and 2016) and has distinct and unique attitudes when it comes to their own finances. While most financial marketers leave this audience out of their generational targeting, Gen We is not too young for financial conversations.

Looking to engage? Try these three tips:

  1. Make it convenient.
    Don’t let their age fool you, Gen We is very interested in financial basics. They appreciate financial information, especially when it teaches them the responsibility of managing money. Sites like MoneyAsYouGrow.org and Money Savvy Generation have proven to be quite the useful tools for this audience. 
     
  2. Involve the family.
    While this audience is too young to open their own bank accounts, they are very open with their family about finances. Gen We seeks the advice from their older family members to learn more about costs, budgets and bills. Brands acknowledging this consumer behavior are doing so by providing financial planning strategies for multi-generational families, writing children’s books geared toward parents to spark financial discussion and offering a voice for this generation.
     
  3. Integrate your media tactics.
    Yes, this audience is very mobile, but they aren’t always on their devices. Like the tactic above, they consult their family, they look at advertisements, get information from websites, blogs and social media. To better reach this target audience, it would be best to diversify your media tactics.
     

3 ways financial marketers can engage with Gen We.
 

Interested in financial marketing? Sign up for our Brogan Marketing Statement for more trends and insights.

Weekly Recap - October 14, 2016

Are your loyal customers really that loyal? Did Facebook just release new ad sizes? And what really goes into making the perfect mobile ad? Adweek, Social Times and eMarketer are diving in, and so are we. Take a look.   

DETAILS, please

Just how loyal are your loyal customers? Adweek is taking a look at the whole wallet view and investigating truly loyal customers.

Facebook adds new sizes for instant articles. The platform announced several new advertising options for Instant Articles: support for new and custom ad sizes, as well as video and carousel ads.

What makes the perfect mobile ad? When asked, Millennials’ and teens’ responses were a bit surprising.

Meanwhile back at the RANCH

Talk about breakthrough healthcare marketing. From Dr. McDreamy to Turk, see how Cigna is pulling all the TV doctors together for a powerful healthcare message. 

THE Topic of conversation

Does your hospital marketing budget have you down? Download our free guide, "How to market your hospital on a tight budget," to learn budget efficient marketing strategies.

SHARING is CARING

Like what you see? Share the Brogan Recap.

Tech shame or celebrate? Marketing to the smartphone gen.

Tech shame or celebrate? Marketing to the smartphone gen.

How much time do you spend on your smartphone? Is it part of your routine or do you find yourself addicted?

According to eMarketer, U.S. smartphone owners spend over two hours a day using their device:

  • One hour and 54 minutes spent in app
  • 19 minutes spent using mobile internet

But, again, is this an addiction or part of consumers’ media habits? Let's take a look. 

Why you gotta’ be so screen?

Addicted. Rude. Obsessed. Anti-social. This is how smartphone owners are described in news articles and headlines. But is this accurate?

Naturally, smartphone owners disagree. While older generations have more negative feedback for this audience, 75 percent of Millennials surveyed say their smartphone positively contributes to their group dynamics. Smartphone owners don’t see themselves as anti-social, because they have the world, their friends and family at their fingertips. This audience is also combating the stereotype of being rude, by setting guidelines for where, when and how much they use their mobile device when with company.

Meanwhile, brands are struggling with how to leverage smartphone obsessive compulsive behavior. Specifically, whether to embrace it or attempt to disrupt it. Take a look at the four examples below.

  1. Nature Valley – "Rediscover the Joy of Nature"

In “Rediscover the Joy of Nature,” Nature Valley reminded us all about the fun there is to be had when you’re connected to nature. However, did so at the expense of a consumer group. Nature Valley isolates an upcoming audience because of their media habits. Many brands looking to engage with multiple audiences, seek multiple mediums; social, online, mobile etc. However, Nature Valley contradicts themselves when they isolate audiences active on these mediums. Nature Valley’s spot “Rediscover the Joy of Nature” demonstrates how brands are tech-shaming audiences, instead of encouraging further consumer interaction.  

  1. AT&T “Present”

AT&T, a leading multinational telecommunications company, created quite the stir when it asked consumers to un-plug from technology for the holidays and be present. Cleverly titling their spot “Present,” the story is centered around a phone-obsessed daughter that is seemingly disengaged from the holiday celebrations with her family. The spot ends with the daughter gifting her father with her cell phone so that she is “present” for the remainder of the day. However, we can’t help but notice the irony of a global telecommunications company encouraging their customers to un-plug from their devices.

  1. T-Mobile – “Binge On”

Capitalizing on the pop culture phenomenon of binge watching, T-Mobile not only acknowledges this behavior but encourages it. T-Mobile’s “Binge Watchers Anonymous” features actor Aaron Paul, from the hit TV show Breaking Bad, as he leads a group of binge watchers. The group humorously shares the issues they experience while watching their favorites shows, while Paul offers them all the same solution – the free streaming of TVs and movies with T-Mobile’s Binge On. Not only does this spot acknowledge the mobile habits of their audience, but is able to poke fun at all the stereotypes in the process.

  1. iPhone – “Misunderstood”

Apple’s 2013 holiday spot “Misunderstood,” highlights the negative reactions of relatives as their younger family member (teen boy) is witnessed being on his phone throughout the holiday vacation. However, a plot twist reveals the teen was not disengaged during the vacation but was instead filming the memories, big and small, to share with his family on Christmas morning. Instead of tech-shaming one of its largest audiences, Apple instead acknowledges and accepts this mobile behavior.

What are your thoughts? Mobile obsessed or mobile media habit? Let us know in the comments below.

For more trends and insights, sign up for our Brogan Weekly Recap. And you’ll get what’s new and next in the world of advertising.

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