The Creativ Brief: Digital Detachment
Who hasn’t been personally insulted on the internet?
A VP of sales recently called me a corporate loving misogynist in the LinkedIn comment section of a Variety post.
At first I was upset. Then amused. Then positively tickled that I appeared important enough to be the target of such self-serving virtue signaling.
But I do it too, when I game. To unwind I play Dota 2, a highly competitive strategy game online. Smack talking has become normalized in gaming culture.
This is 1 - because smack talking in competitive settings is kinda fun, but 2 - the pixelated distance between people online makes it easy.
On reflection, we could all be nicer online. Comments below news articles vary between gross and outright obscene. People hurl insults at public figures daily. Internet zealots degrade people’s looks, intelligence, and accomplishments.
Our digital detachment makes it easier to be mean. Face to face, these same internet bullies wouldn’t say a peep.
The same goes for your team, partners, and customers. It’s harder to be mean and easier to be helpful when you’ve met the person on the other side of an email.
Get to know someone in-person. You might find you like them even more.
3 Stories Dominating Media and Tech Headlines
Google Confirmed that It Has Laid Off Around a Thousand Employees. The tech giant confirmed to The Verge that they have laid off a “few hundred” roles from the hardware team (Google Pixel, FitBit, Nest), the core engineering team, and Google assistant teams.
Why it matters: Amidst a variety of recent antitrust cases and now a wave of layoffs, Google is experiencing a period of change.
Disney is in talks with the NFL to Give the League a Stake in ESPN. Disney has been seeking partners for ESPN as the sports media company faces declines in affiliate revenue from cable distribution. The addition of the NFL Network to ESPN’s content hub, and the transfer of NFL Redzone to ESPN+ could boost ESPN’s content offerings and turbocharge the streaming hub.
Why it matters: Sports viewer habits are shifting away from cable and towards streaming services. Expect ad dollars to pour into sports streaming platforms as this trend continues.
Peacock's Exclusive NFL Playoff Broadcast is Biggest Live Streaming Event Ever in US. Peacock’s exclusive broadcast of the Kansas City Chiefs vs Miami Dolphins AFC Wildcard game became the largest live streamed event ever in the US, generating 28 million viewers.
Why it matters: The Peacock streaming game successfully trialed a streaming only NFL to massive success. Expect these deals to continue, and for advertising opportunities to follow suit.
Employee Spotlight - Bree Doldron on Ad Age Panel
Our young mind, Bree Doldron, will be speaking on an Ad Age panel next week on Gen Z’s Super Bowl perspective. Tune in at 12:30 pm EST on January 24!
Check it out Here: Gen Z Roundtable on Super Bowl 2024
Enjoying smarter marketing every Friday? Share the Creativ Brief with a friend or colleague!
Stat of the Week - Connected TV Takes Over
Chart by Miles Mahoney
While US Connected TV Ad spend is expected to increase by roughly $18 billion over the next 4 years, Traditional TV Ad spending is expected to decrease by $6 billion.
Large genres of TV content such as live sports are moving to CTV platforms. Shifts in TV consumption habits are bringing more viewers to streaming platforms, and thus more ad dollars in return.
Look out for the various advertising opportunities that streaming platforms will be developing to capitalize on a growing subscriber base.
One Fun Thing - Creativ Strategies Team in New York City
The Creativ Strategies team, clients, and friends convened for a company all hands in New York City this week to discuss the future ahead. It was colder than an initial sales email, but we had a great time.