TRENDING NORTH: MARCH ‘21
A monthly look at the marketing and advertising industry from NORTH’s point of view.
Grocery Shopping On Google
by Nicole Bell, Media Director
Over the last year, Google has been quietly working with Albertsons Co. on a new project. Under the “business listing” for certain grocery retailers Google has added additional information such as delivery providers, curbside info, order minimums, and delivery times and fees. The goal is to have these new features on Search and Maps, but currently, these elements are only visible on mobile Search for Albertsons companies (including Safeway), and Instacart. I believe this partnership is the first step in a long-term goal for Google to enter the grocery eCommerce space.
Who Stole The Cookies From The Cookie Jar?
by Nicole Bell, Media Director
Google did, or they will. Let’s think back to January 2020: we were hopeful for the year ahead, most of us were *gasp* still in an office, and attended in-person happy hours. It was a jolly ol time, and then Google broke the news that at the end of 2021 they will begin to phase-out the third-party cookie. Then the pandemic raged on, and this was not the biggest issue the advertising industry would face. Now, it’s only eight months away. What does this mean? That first and second-party data are now more important than ever, and platforms like paid social, Hulu, and Spotify are safe because they target based on first-party data (data they own). Google has begun to test browser-based targeting, but it’s too early for any results.
Over the next several months, we will include updates on what Google is doing, and how North is preparing to live in a post-cookie world in a new series called, “Cookie Jar.” Be sure to follow along and read “Trending North” each month, or there will quite literally be no cookies for you.
Facebook’s Entering the (Audio) Chat
by Madelyn Engel, Performance Marketing Manager
In response to the rise of audio social apps like Clubhouse and Twitter’s Spaces, Facebook is looking to launch its own live, audio-only meeting rooms. Unlike Clubhouse, which is invite-only, this feature will be available to all. Public rooms will also likely be boosted through Discovery features. The biggest win will be within Facebook Groups, which already have an estimated 1.8 billion active users. Brands should start considering how they can utilize this upcoming feature to build community and engagement on their Brand Page, and ultimately drive more traffic to their website.
Nielsen Digital Ad Ratings Now Available for YouTube CTV
by Madelyn Engel, Performance Marketing Manager
As more and more consumers are cutting the cord and shifting to streaming services and connected TVs, traditional TV advertisers have been hesitant to make the switch due to difficulties in measurement and attribution. In response, YouTube has partnered with Nielsen Digital Ad Ratings to allow users to measure their YouTube CTV campaigns.
TikTok Launches Q&A
by Madelyn Engel, Performance Marketing Manager
TikTok has launched new Q&A features as a way for creators to engage with their audiences. Users can comment on a video and mark it as a Question. Creators will then see the questions in their Q&A inbox and be able to quickly respond either in text or through video. These questions and answers will also live on the Creators profile for users to see questions that have been previously answered.
Is TikTok Actually a Gen Z Trend?
by Stephen Lawrence, Media Planner
Many people know TikTok as the app heavily used by Gen Zers. However, that might soon change. Fortune came out with a new study that is leading away from the stereotype that the only individuals using the app are younger Americans. Fortune claims that 21% of millennials already have the app and 17% are interested in trying it, with 28% of Gen Zers with the app and 26% interested in trying it. With millennials being one of the largest living generations, it is only a matter of time before we see the numbers move closer together and potentially swing the TikTok narrative.
The Last Blockbuster
by Stephen Lawrence, Media Planner
This month, Netflix released “The Last Blockbuster,” a documentary focused on exploring the last Blockbuster video store in the world and the struggle to keep it open. And as an Oregonian, there’s always a bit of excitement whenever Oregon gets put on the map in the media. So when “The Last Blockbuster” was released and showcased an Oregon favorite, the city of Bend, every Oregonian was a bit excited. However, the movie came with a bit of irony — as the movie is now available to stream on Netflix, the media giant that took down video stores over the past decade. Yet, there’s something interesting happening, especially after individuals watch the documentary and remember the nostalgia of movie rentals — a swing back to movie rentals. On the horizon, we are seeing a new outdoor trend called Free Blockbuster. Free Blockbuster is similar to community, neighborhood libraries — take a movie or leave a movie. Keep a lookout, as there might be a slow crawl away from streaming.
Chipotle and E.L.F.
by Stephen Lawrence, Media Planner
As a fan of RuPaul’s Drag Race, it is only natural for me to seek out all of my favorite drag queens across all media platforms, including Instagram, YouTube, TikTok, etc. So it came as no surprise when the other day I saw a new YouTube video with Trixie Mattel and Kim Chi, two of my favorite queens of all time. Quickly, I became aware of what the video was about — a new collaboration between Chipotle and E.L.F. cosmetics? The two brands linked up to create make-up products with a Chipotle flare, including a palette shaped like the burrito-making station and make-up bags shaped like a Chipotle chip bag. After my initial shock wore off, I was surprised again when Trixie Mattel began to talk about a “Trixie Mattel and Kim Chi custom bowl, now available through the Chipotle app.” What started as a genuine interest in my favorite drag queens turned into me sitting here eating a custom-made Chipotle bowl — all through the power of influencer marketing.
