HomeState Media’s Inaugural ‘The Jump’

Welcome to ‘The Jump.’ This occasional note will share digital marketing news/updates and industry-specific takeaways. It is my hope that our clients, friends and those lucky enough to read this, find this note insightful.

As always, please let me know if you have any questions or give me your thoughts on what should be included in The Jump. Here goes nothing…



Snackable content is here to stay. Over the last few years, digital advertising and social media have placed a heavier emphasis on video content. Here at HomeState, we have seen first-hand the impact video has had in increasing the odds of engagement and conversion for our clients.

Traditionally, digital marketers have recommended 10–15 and/or 30 second videos. However, a recent Adweek article calls out the most recent trend of 6-second ads.

“Interestingly enough, if we are trying to reach someone for the first time, the shorter the better. If we are retargeting, we can play a 15 or a 30. Part of the theory there is that if somebody hasn’t heard of you, they are not going to give you the time of day,” said Green Chef’s Jake Malanoski.

Why does this matter? This is the most impactful way for events, brands, athletes and influencers try to reach younger audiences. Period. As attention spans get shorter, content must be tailored to each and every audience for the respective brand through the most appropriate platforms.

Read the full article here.

Say goodbye to the trolls on Instagram. It is easy to show bravery behind a keyboard while writing inappropriate or degrading comments on someone else’s social media. Instagram recently announced a new initiative to do away with those very trolls. Using machine learning, its algorithm will automatically delete harassing, harmful and inappropriate comments.

Wired Magazine’s Nicholas Thompson writes in his August 2017 article:

“The machines give each comment a score between 0 and 1 — say .41 or .89 — which is a measure of Instagram’s confidence that the comment is offensive or inappropriate. The higher the score, the worse the comment, and above a certain threshold, the comment gets zapped.”

The most recent Instagram move follows their June 2017 announcement where users are now able to turn off inappropriate comments.

Why does this matter? You have all heard me preach on the importance of brand protection. Instagram’s new algorithm allows for a portion of that protection (inappropriate comments) to be automated — on a platform where you spend money to promote your brand(s). Will Instagram’s big brother, Facebook, follow? Unclear, but we shall see.

Read the full article here.

There’s a new game in town. I’ll be the first to admit that I am a cord-cutter. Well, sort of. If it weren’t for live sports, I would do away with my cable subscription altogether.

According to a recent Barron’s article, those in my age group (25–34) have decreased their consumption of traditional television by 28%. Those 35–49 have seen their consumption fall 13%. The news is more dramatic for those 18–24; live television consumption has fallen by 40%.

As a result of these staggering numbers, online platforms are attempting to fill the gap. Twitter altered its agreement with the NFL to stream exclusive content and Amazon announced its NFL Thursday night game streaming service. Others, like YouTube are pursuing exclusive deals with the league.

Meanwhile, CBS is working to evolve. The network recently announced its intention to launch a streaming sports channel.

Why does this matter? We’ve known for some time that audiences are turning away from traditional cable television, resulting in advertisers searching for more direct (and less expensive) ways to reach their audiences via social and digital media.

Now, sporting leagues and networks are adapting to meet the audience where they are — streaming services. It is important to note that the Federation Equestrian Internationale (FEI) was at the forefront of the move for federations and leagues to move to streaming live events with its FEI TV.

Streaming live sports provides a new opportunity for advertisers, but this should be seen with caution. Brands should not abandon their existing advertising campaigns on other mediums simply because they can now reach younger audiences through streaming.

Read the full article here.

Going Clear. Be sure to check out these additional good reads on digital marketing, tech, sports and more:

AdAge: Facebook Cracks Down on ‘Fat-Finger’ Accidental Ad Clicks

USA Today: Neo-Nazi website ‘The Daily Stormer’ still up after GoDaddy, Google rejections

AdWeek: 8 Digital Stats From Last Week That Brand Marketers Need to Know

You’re getting The Jump simply because I believed you would enjoy the trends found in this note. If you wish to unsubscribe, I promise there will be no hurt feelings! To unsubscribe, shoot me an email.