Mike's Industry View - Issue #89
Creativity
Impossible Foods raises $114 million to create more plant-based meat — techcrunch.com
“Once people tried the burger they couldn’t believe that it was not meat,”
Marketing/Advertising
Unilever's Lynx invests more ad budget in content as 'reach' becomes a meaningless metric — www.thedrum.com Unliever-owned Lynx is upping its content marketing budget and inking music-based partnerships with the likes of Boiler Room and Kyra TV for the coming year as it moves away from simply trying to reach the masses with ads, and instead giver fewer men more engaging content.
Interestingness
“If the Financial Times were a person, it would be a man.” Here’s how the paper is trying to change that. — www.niemanlab.org Only 20 percent of the FT's subscribers were women. Renée Kaplan, the paper's head of audience engagement, is doing a lot of things to change that.
How subscription publishers are trying to make paying for content a habit for young people — digiday.com Subscription publishers are targeting people between 18 and 24 years old, adapting content, tone, marketing and accessibility of their products to that audience to foster the habit of subscribing.
Platform News
Instagram's new "wellbeing team" will address its effect on mental health — quartzy.qz.com
Last year, a widely shared survey by Britain’s Royal Society for Public Health (RSPH), a health education charity, ranked Instagram as the #1 worst social media network for mental health and wellbeing.
Shorter, skippable ads will be coming to YouTube — techcrunch.com
It cites a recent Ipsos study that found people are 3 times more likely to pay attention to online video ads compared with TV ads.