The Scoop: 09.30.20

It’s been a week of companies securing more ties with the world of Big Data – from Oracle and Walmart’s discussions with Quibi and TikTok, to Fortnite teaming up with the music industry with another video launch (this time with BTS ), to retail tech classic HotSchedules coming in the top ten downloaded apps, morphing into a social platform among a unique target audience swapping tips and news. These headlines continue to illustrate the need for ongoing discussions on regulating and monitoring data use to protect both consumers and advertisers – especially as we head into busy and uncharted months ahead. And if you haven’t registered to vote yet, you can do so here.

Exposed to COVID-19? Your iPhone Will Know

A new iPhone setting offers COVID-19 contact tracing via 14-day data collected through Bluetooth. The setting records when two or more phones are within a certain proximity of one another. If one of those individuals reports a positive COVID-19 test, all of those who came near that person will receive notifications. This feature can be turned on or off at any time by switching the toggle “on” under “Exposure Notifications” in settings, and it is completely anonymous. Apple and Google have stated that there has already been success in identifying positive cases. This simple setting may help boost contract tracing and stop the spread of the virus.



If Healthcare is Going Digital, Why Not Our Homes?

Architects are partnering with health tech companies, including Delos, SilverEco and CaseOS, to incorporate wellness technology into smart homes. Sensors and features are being incorporated into toilets, floorboards, mirrors, water filters and more, with the goal of collecting and monitoring data that is uploaded to cloud-based systems. From there, data is made available to doctors and other medical technicians if an issue is detected. For example, if a homeowner has epilepsy, floorboards could be embedded with sensors to detect a severe seizure. What will they think of next?!


Free-to-Play and Here to Stay

Gaming and streaming are on the rise and do not seem to be slowing down – they have already become a $150 billion industry and are arguably among the fastest growing components of digital. Juniper Research recently reported that the video gaming industry will exceed $200 billion in 2023, and major media outlets including the Washington Post, Bloomberg and Wired have even begun investing in gaming journalism. The popularity of gaming is largely driven by F2P (free-to-play) games, like Fortnite and Call of Duty Mobile. ScreenRant notes that Fortnite has now been played longer than human ancestry has been on Earth. According to TeleAnalysis, 99% of mobile game downloads in the next three years will be F2P. Recognizing this, HypeFactory and other companies are quickly jumping on the influence of popular streamers to help launch new games. HypeFactory’s recent campaign partnered with 40 influencers to amass 6.3 million impressions. With the pandemic accelerating the global video game market, it is vital that we keep our eye on the game and maybe even our hands on the controllers.


Messaging Platforms and Chatbots Unite

Messaging platforms, such as Zoom, Microsoft Teams, Facebook Messenger and WhatsApp, continue to advance in capabilities, further shaping how we communicate. eMarketer found that, in 2020, people are communicating more via messaging apps than traditional social media platforms, indicating a shift in consumer behavior. With most people still at home, it makes sense that messaging platform use is growing at a rapid rate, and as a result, healthcare-specific chatbots are emerging. Furthermore, the global healthcare chatbot market is expected to rise to $542.3 million by 2026. With its large reach of 2 billion and chatbot capabilities, WhatsApp poses an optimal opportunity for advertisers as the shift from social to messaging platforms continues. If we are already activating ads on Facebook, why not catch everyone’s attention 24/7 and activate them on Facebook Messenger or WhatsApp and other messaging platforms.


YouTube’s Leap Forward in Contextual Targeting

YouTube continues to make inroads into the TV advertising market by increasing the ways marketers can manage their CTV campaigns, offering increased access to additional inventory and introducing new advanced targeting capabilities. While contextual targeting has been around since the first wave of digital advertising, YouTube is taking it to another level with its new advanced contextual targeting (ACT) capabilities, which allow advertisers to dig deeper into the content that audiences are watching. Instead of broadly targeting topics like sports, travel or wellness, ACT understands sub-interests within a category (e.g., Super Bowl highlights or OTC treatments vs. Rx treatments). This targeting update comes amid growing concerns about audience targeting and data privacy but adds new opportunities to more effectively reach viewers along complex patient journeys as they seek related content.

Sources: Ad Exchanger, Marketing Dive, AdWeek

Making a Brief but Lasting Impact on Gen Z

Gen Z is no stranger to online advertising. As members of the first truly digital native age group, they have spent their lives engaging with brands online. And it shows. Snapchat, in partnership with Kantar, recently released a study demonstrating Gen Z’s ability to recall ads faster than their elders. 55% of Gen Z’ers who watched a skippable ad for less than 2 seconds remembered it correctly compared with only 46% of Millennials and 26% of Gen X’ers and Baby Boomers. This younger generation is quickly becoming an influential power in the spending space, presenting a great opportunity for brands to tap into online.


Facebook Returns to its Roots: Introducing Campus

Students around the country continue to settle into a socially-distant on-campus college experience, and social media platforms are stepping in to help form lasting connections. Though young adults have recently flocked to newer platforms – TikTok, Snapchat and Instagram – Facebook is now making a play to get back in favor with the demographic it originally intended to reach through its new offering, Facebook Campus. Campus will operate as a separate, enclosed network for users at an individual college or university, and require a .edu address to use, reminiscent of Facebook’s early days. While Facebook was a pioneering platform for college kids when it started, its popularity has waned with younger generations. This new offering could be a way to re-engage with this influential group. If it succeeds, Campus could help provide new insights into the behavior of this demographic during an unprecedented time, before these students go make their mark on the world.



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The future of everything – health data after Covid-19: More Laws, Less Privacy.

W2O’s The Scoop is brought to you by an editorial collective, featuring industry updates and insights from subject matter experts across social media, digital and influencer activation teams.

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W2O Social Team
W2O Social Team

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The Scoop: 10.13.20