The MINT Issue 02 - May 22nd, 2023

Happy Monday! We realized that due to an issue with our mailing list, not everyone received our initial issuance of the second MINT. Here is a re-issue of that edition. Apologies for anyone who may be receiving this twice, and for anyone who may have not received the initial email.

• Nearly 29% of marketers and publishers said they would have a cookieless strategy in place by mid-2023, per the ID5 “State of Digital Identity 2022” report. Another 50% said they’d be ready by the end of last year. Without adapting to the new world of ID resolution, you risk falling behind competitors and losing valuable customer connections. (eMarketer)

• Advertisers are increasing their spending on TikTok, despite the threat of an imminent US ban. Advertising on TikTok in the US grew by 11% in March 2023, with companies including Pepsi, DoorDash, Amazon and Apple among the top spenders, per data from app analytics group Sensor Tower, Financial Times reports. (Financial Times)

• Snap shared that Snapchat has doubled its monthly active users in India from 100 million in 2021 to 200 million this year. In addition, Indian users’ time spent on Spotlight grew 175% YoY in 2022. (The Economic Times)

• Young consumers are “dividing their time between video games, user-generated content (UGC), and traditional entertainment,” which is having an impact on streaming services. The survey found that subscriber churn among streaming services for Gen Z and Millennials is 57% and 62% respectively over a six-month period. YPulse’s Media Consumption report data shows that social media is the number one place young people watch video content on a weekly basis, over streaming services. (Deloitte)

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The WOW Report: World of Women

(Substack)

Welcome to the World of Women. The growing pains (and menstrual pains) of adolescence.  The joys of motherhood. The ups and downs of menopause. And everything in between. 

New Habits For Growth: P&G Multicultural Case Study

(OneVue Strategy)

Learnings and best in class brand examples across P&Gs portfolio to offer a roadmap toward strategic culture relevance with key multicultural growth segments for Kenvue.

Aligning with Rituals: The Contextual Foundation for Audio

(MAGNA)

MAGNA study explores listening rituals and how audio advertisers can improve engagement and purchase intent by contextually aligning with daily routines.

A New Era of Branded Blockbusters Is Upon Us

(IPG Media Lab)

From Super Mario Bros to Barbie, many tentpole movies now double as vehicles for brand storytelling and myth-making. What does that mean for marketers and filmmakers?

What Does the Future of Social Commerce Entail?

(MAGNA)

There has never been a better time for brands to sell on social media. People are already shopping on social media, and the data shows that they will continue to do so. New research by the Media Trials team, Reprise Commerce, and Snap, set out to establish what consumers want today while shopping online and explore new ways of guiding the purchase journey.

The Performance Powerhouse

(MAGNA)

New study by MAGNA & YAHOO! highlights the power of creative quality in driving stronger ad effectiveness.

The Persistence of Time: How Consumers Divide Their Media Attention (2Q23)

(MAGNA)

The second quarter iteration of the Time Spent Report focuses on media consumption habits by generation. In this report we look at overall media consumption usage as well as a deeper dive into video, audio, social media, and sports.

Asia Pacific Media Landscape

(MAGNA)

Insights and forecasts on the APAC media industry and advertising market trends across the 16 markets monitored by MAGNA: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Pakistan, Philippines, Singapore, South Korea, Sri Lanka, Taiwan, Thailand, Vietnam.

The Rise of Asia Amidst the Legacies of the West

(WARC)

Growth in the APAC region is fast outpacing the rest of the world and amid rapid changes in consumer behavior and digital technology, UM’s Sharon Soh highlights the opportunities and challenges for brands.

The Rise of Embedded Healthcare Services

(Medium)

The launch of Amazon Clinics, its value propositions, and the future of accessible healthcare services.

A New Era of Influence: Podcasters’ Emergence as One of Today’s Most Influential Figures in Media 

(MAGNA)

The growing popularity of podcasts is an indicator of the changing landscape of media entertainment, as more people are tuning in regularly to listen to their favorite podcasters. In turn, podcasters are becoming deeply entrenched in the cultural zeitgeist. MAGNA’s Media Trials unit joined forces with Vox Media to explore this emerging phenomenon; in particular, what is it about podcasts that resonates with people and how?

Gaming Users 2023: Steady Growth Offers Marketing Opportunities

(eMarketer)

Despite fears that the pandemic-spurred influx of new gamers would fade away as restrictions lifted, the gaming audience has proved resilient. That represents an opportunity for marketers.

UK Ad Spending 2023 

(eMarketer)

The UK ad market is under as much pressure as it’s ever faced. But while spending growth will hit an historical low, there are some positive signs for advertisers with experimentation away from the duopoly a very real possibility.

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• Instagram adds new features to its creator marketplace, expands access to brand agencies

• BuzzFeed, Blue Check Marks, and the End of an Internet Era

• 35 Ways Real People Are Using A.I. Right Now

• The Future of Social Media Is a Lot Less Social