Sunnier Side of the Office – August 26, 2019

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"IM NOT OK !!!!!!!!"

- Lizzo, after Barack Obama tweeted his summer playlist and it includes her song, "Juice"

6-second Video Bidding now available on Twitter
By: Sergio Saucedo

This past week, Twitter rolled out a new video ad offering in the form of 6-second video ad bidding. It is important to note that this does not limit the video length to 6-seconds. Instead, advertisers using this new offering will only be charged when the video is in view for a minimum of 6-seconds, with pixels at 50% in view.

This new ad offering will be extremely enticing to brands, “who care about the completed view metric, but are ready to lean into the mobile-first paradigm and develop short-form assets optimized for in-feed viewing.”

The new offering is now available globally for Promoted Video, In-stream Video Sponsorships, and In-stream Video Ads that include assets at 15-seconds or less in length. 

Learn More: Here

The Resale Revolution
By: Emily Menken

As environmental and humanitarian concern surrounding the fast-fashion industry become widespread, thrift shopping is on the rise. Online thrift stores like Poshmark, ThredUp, and Depop have become popular amongst millennials. The resale market is expected to double in the next five years -- sales of second-hand merchandise are predicted to expand from $24 billion in 2018 to $51 billion in 2023. 

Depop in particular has differentiated itself by building a devoted (and young) community. Depop’s simple interface resembles Instagram’s: clean, square imagery with an emphasis on distinct, authentic curation. Identity and personality are essential - storefronts are the windows into the soul. Shoppers follow certain sellers who source then style clothing, whether that style is vintage, deconstructed, or hypebeast. And storeowners stand to make real money - one successful Depoper, Bella McFadden (24), has a devoted audience of 571k shoppers and a six-figure income. 

According to Depop, 90% of 15 million active users are under 26 years old; the Gen Z shoppers value individualism and identify as “competitive aspirationalists”. In other words, Depop at once acts as a share-out of what’s trendy and also allows users to go against the grain by creating new trends. 

Fast fashion creates more than 1 million tons of waste per year - and big brands like Nike, Adidas, and H&M have made commitments to combat that. Still, online thrifting allows for an ineffable individualism that mass-produced clothing will always lack.

Doritos Loses its Logo
By: Stephanie Farmas

The MTV Video Music Awards (airing tonight) has not only become one of the most highly anticipated events in pop culture, it is one of the key events for marketers to reach younger consumers. Doritos is using this year's VMAs event to launch their new campaign, which will be missing critical brand elements - such as any mention of its product, including their logo.

According to the Wall Street Journal, Doritos isn’t permanently removing its logo from its advertising materials, it is just the latest brand trying to make their marketing less promotional to attract younger consumers who tend to reject traditional advertising. 

Doritos is just one of the brands hoping to grab the attention of VMA viewers tonight with non-traditional marketing. MTV will air 6 minutes of branded content from Pepsi and Toyota. This is the most branded content to appear in a single telecast by MTV's parent company Viacom.

Don't forget to give your favorite little pup some extra love today. It is National Dog Day.
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