Ashley Campbell, Group Brand Director

Empowerment (noun)
em·​pow·​er·​ment
The act or action of empowering someone or something: the granting of the power, right, or authority to perform various acts or duties. [1]

How many times have you seen an event, conference, or piece of content coupling females with empowerment? But have you ever taken a step back to look at the definition? I personally hadn’t. “Granting of the power” is an eye-opening definition of the word. As women, we should not be granted the power, it should be inherent in our being. The reality here is that being granted the power is not all that powerful.

In case you missed it, we just ran our third “CP Empowering Women’s Networking” event in Boston. Leading up to the gathering, the definition of the event name shed some light on a problem that my colleagues and I felt we needed to address. Sure, networking should create a sense of empowerment. But the power is already within us.

At each of these events, my colleague Michele Hart-Henry, Managing Director of CP Health, and I lead a networking exercise that encourages our guests to chat with someone they have never met. Last month our topic was imposter syndrome. 

We have learned over time that these programs foster positive discussion. So, after reflecting on the name of our event, we determined that our April event topic should be ‘Stepping into the Power.’ We asked guests to discuss an example of a situation where they were either proud of embracing their power, or a time they wished they had stepped into it. 

This fostered wonderful conversation. We learned of times where these women were proud of using their voices to support and sponsor their colleagues. We also learned of times where they felt they voiced an opinion and were unfortunately shut down and wished they had not given up.

So, as you read this blog, we ask that you consider rethinking the word “empowerment.” Instead ladies, embrace the power you already have.

Please keep an eye out for our next Women’s Networking evening, which we plan to hold this summer. We’re excited to announce a new name via this fourth Connelly Partners event, but you’ll have to stay tuned to learn more!

If you aren’t on our invite list please reach out to me, Ashley Campbell. And while you’re at it, feel free to send event name suggestions my way as well. 

Sources:

1. Merriam-Webster

Neal Malone, Social Media & Influencer Management Supervisor
Will Maslach, Paid Social Manager

Connelly Partners was among a small group of U.S.-based independent agencies invited by TikTok to participate in its Agency Summit in New York City last week. Paid Social Manager Will Maslach and Social Media & Influencer Management Supervisor Neal Malone represented CP at the day-long event, connecting with leaders of TikTok’s global marketing team and attending sessions designed specifically for agencies that are ahead of the curve in leveraging the platform on behalf of their clients. Here are their key takeaways from the Summit:

Short-Form Video Isn’t Just a Media Format, It’s a Societal Behavior at This Point

With the recent passage of a law that could ban TikTok in the US, the conversation around the platform has understandably shifted to what would happen if it went away. But let’s put the platform aside for a second and just focus on the behavior at the center of it all. We as a society are so immensely hooked on the consumption of short-form video that we would go just about anywhere to get it. Potential ban or not, this format will continue captivating users and becoming further ingrained in our daily lives—and marketers know that. That’s why you can expect brands to continue full steam ahead on TikTok until they’re told otherwise. 

Matching Audiences to Funnel Stages Drives Performance, but Creative Reigns Supreme

Creative was at the center of every session at the Summit, and rightfully so—it has become the leading driver of paid social results and performance. Most brands and social media advertisers know how to target, how to pick correct campaign objectives, and how to optimize towards better performance, but the one piece of the puzzle that most marketers still struggle to get right is creative. Overly produced and branded ads—like the traditional commercials you see on TV—stick out like a sore thumb on all social platforms, especially on TikTok. There’s something innately human about all of the organic, lo-fi content that you see on TikTok—and in fact most of the users that are going viral are the ones that are authentically showing the full human experience. Creative agencies that recognize this and lean into it (even the ones without significant paid social experience) often see far better performance than the expert media agencies that lack creative chops. At CP, we have found success in blending the creative expertise of our organic social team and the media knowledge of our paid social team. Working together on an integrated level has driven excellent results for our social and influencer clients. 

Organic Channels Act as a Testing Ground for Paid Content

One of the most celebrated aspects of TikTok’s algorithm is the fact that a brand’s organic content can go viral at any time, regardless of follower numbers. But the truth is, generating meaningful reach and engagement with purely organic content is really hard. That’s why TikTok strongly recommends an approach that incorporates both organic and paid content. One interesting way brands are putting this integrated strategy into practice is using their organic TikTok channel as an incubator for their paid content. That’s right, their organic content essentially acts as a research and development vehicle, and then the posts that resonate the most get moved into the paid campaign and served to expanded audiences.

TikTok Is No Longer a “Nice to Have” for Most Brands—It’s a “Need to Have”

The rise of TikTok within the advertising world has been nothing short of meteoric, but with all innovation comes risk. As recent as last year, brands were asking themselves if they needed to be on TikTok and what the value was in joining. But with the platform’s rapid growth over the last year—new products, new ad formats, and other innovations—TikTok has become table stakes for any full-scale social strategy. So now, instead of brands questioning why they need a TikTok channel, they’re asking how they can get involved. The dynamic has shifted to the point where brands know that TikTok is a place where they can cultivate their next generation of buyers/customers. At CP, we’re here to help those brands that know they need to get in the game, but don’t yet know how to play. 

At CP, we are always asking “why?” We’re fascinated and ever curious about customer mood and mindset. Here are a few observations and constructive fodder for discussion from our anthropology and strategic planning teams from this past quarter.

1. Country Music Reclamation
Redefining what country can be.

Observation: Beyoncé’s newest single, “TEXAS HOLD ‘EM” has reached #1 on the country charts, making her the first Black woman to achieve this despite the genre’s origin within Black culture. 

Country has notoriously struggled to diversify its modern audience, but now millions of fans are embracing it with open arms. It’s an impressive show of devotion and open-mindedness from loyal Beyoncé listeners.

What brands can do: Cultivating trust with supporters creates more room for experimentation. Break from industry or product stereotypes to foster innovation and attract new, diverse consumers.

Sources: Axios, Glamour & The New York Times

2. Campaigns Struggle With the ‘Pull’ Realities of Social Media:
Recognizing the power in commenting.

Observation: President Biden recently launched a TikTok account to engage young voters. However, this content ‘push’ has been met with a bombardment of critical replies, i.e. unwanted ‘pull’ from pro-Palestinian protesters. This backlash is a “digital manifestation” of direct, explicit demands by the electorate that are communicated directly to the country’s highest office.

What brands can do: Take critical comments seriously and use them as a launching pad to engage in meaningful conversations and demonstrate a willingness to address issues rather than dismissing or ignoring them.

Sources: NBC News & CNN

3. The Lure of Hit Series, True Detective:
Complex character portrayals.

Observation: “True Detective: Night Country” concluded its season with remarkable viewing success, averaging 12.7 million cross-platform viewers, surpassing the that of its three season predecessors.

This season’s most notable differences were the female-dominated cast and the symbolic exploration of trauma. The show strikingly balanced the bleak aspects with a touch of idealism and dark comedy.

What brands can do: Authenticity, imperfection and the creation of new norms continue to be the most coveted content online.

Sources: Variety, Deadline, IGN & Spokesman

4. Fashion as Viral Theater:
Breaking from norms via immersive online experiences.

Observation: John Galliano’s Maison Margiela Spring/Summer 2024 show at Paris Fashion Week went completely viral, even in digital circles outside of the fashion world. The immersive nature of Galliano’s shows, where the audience becomes active participants, smelling the air and sensing the fabric, added to the appeal. The clothes themselves were not just fashion items; they became tangible mementos of an extraordinary fashion experience.

What brands can do: Designing events that engage multiple senses and transport the audience into a unique world can profoundly enhance the brand’s appeal, spark virality and leave a lasting impression.

Sources: The New York Times & Another Magazine

5. Apartment Amenities as the New “Third Place:”
Re-prioritizing and fostering physical community in novel spaces.

Observation: The decline of “third places,” physical community spaces beyond home and work, has exacerbated the loneliness epidemic heightened during & still growing post-pandemic. To counteract this, third places are being created inside new apartment complex developments, combining workspaces, amenities, and social areas like golf simulators, saunas, and indoor pickleball courts – all designed to physically reunite humans.

What brands can do: Be proactive in addressing the loneliness epidemic how ever it makes the most sense for you brand…accessible opportunities & programs that reconnect people with the community is everyone’s responsibility.

Sources: The Independent, Building Design + Construction & Refinery29

All good things expire. Look out for more reports coming soon.

Erin Mullaney, Media Director

For advertisers to understand today’s media consumption habits at a macro level, there are three important key metrics: reach, time spent, and ad availability. And you can’t do advertising without #3. 

Yet, there’s been a massive gap in this data for Connected TV. While advertising headlines repeatedly discussed CTV growth, the reach and time spent around ad-supported CTV was nowhere to be found. So much so that the CP Media team developed our own estimations in May of last year, compiling disparate data sources to better inform our clients. 

But eMarketer finally published some concrete numbers this past month – and it validated our hypothesis. So, here are four key insights to help inform your TV advertising strategy. 

Want the Cliffs Notes? 

Ensure your TV buys are optimized for modern day viewing. CTV has many benefits in targeting to help reduce waste. That said, you’re not reaching the masses that general streaming figures would lead you to believe. The best way to increase your reach? Buy across multiple streaming services to find the most of your audience, which programmatic can certainly help with. And don’t discount traditional TV and regular old YouTube! If you have the budget, and it makes sense for your target, there’s massive impact to be had there. 

And for those looking for more…

Insight #1: While CTV Reach Is Soaring, Ad Supported Reach Is Not.

Here’s a peek at CTV versus Corded TV reach: 

• TV as a whole can reach nearly 93% of the population 
• 76.9% can be reached on CTV
• 59.1% can be reached on corded TV
• 43.1% can be reached on both

Source: MRI Simmons Winter 2024, A18+

While more people have CTV devices, what percent of the population can you actually reach through CTV ads? Here’s a look at the top 5 CTV subscriptions’ ad supported reach:

Source: eMarketer March 2024

Ad supported reach is low given the top publishers have majority ad-free viewership, with the exception of Prime Video, which just switched over to ad supported in Q1. But Prime Video comes with your Amazon subscription, which gives the platform a larger reach but is less of an intentional subscription like Hulu or Netflix. This comes into play when when you look at time spent. Time with Hulu is more than double the time spent with Prime Video (eMarketer February 2024).

Insight #2: While CTV as a Whole Is Reaching More People, Broadcast & Cable Are Still Getting More Ad Supported Reach and Overall Time Spent.

Of time spent watching TV in March, 50.8% was spent watching Broadcast & Cable vs. 38.5% Streaming. And we know the majority of time spent with Broadcast & Cable is ad supported compared to the figures we saw above with CTV.

Source: Nielsen The Gauge (March 2024)

Insight #3: Streaming Linear Is growing.

These are subscriptions that allow you to watch live broadcast & cable on your TV, but via the internet as opposed to a cord or antenna. Providers like YouTube TV, Hulu + Live, Sling, and Fubo. YouTube TV is the top provider now reaching 6.3% of the A18+ population and is forecasted to increase. 

So remember when you’re buying traditional commercials, you’re also reaching these “cord cutters” through streaming linear providers. They’re included in the cable & broadcast section of the Neilsen Gauge chart above.

Insight #4: YouTube Should Be Considered in Your CTV Strategy.

We’re seeing YouTube ads being served on the big screen more and more with every campaign. And this isn’t YouTube TV, just the regular old YouTube app. We’ve seen up to 74% of our non-skippable YouTube ads served on TV devices. And if you go back to referencing the Nielsen Gauge chart, you’ll see more people are watching YouTube on their TV than any other app, even Netflix. YouTube has the most ad supported reach on CTV (53%) and should not be left out of your TV strategy.

Source: eMarketer March 2024

And if you’ve made it this far and would rather never have to keep up with this fragmented and ever-changing media landscape again, give us a call.

Michelle Capasso, Partner & Director of Media Services 

Scottsdale, Arizona, was the backdrop for the 2024 MediaPost Digital Out-of-Home Insider Summit. This gathering brought together an array of industry experts, each sharing valuable insights through engaging workshops and presentations. The Summit showcased a rapidly evolving channel with immense potential for impactful storytelling. Here are key themes that emerged during the conference. 

DOOH as a Storytelling Platform

Engaging brand narratives in public spaces reigns supreme. Context is king, and creative quality is crucial. Consumers find OOH less intrusive and more entertaining, opening doors for meaningful connections – and we owe it to them to use this public space well. DOOH’s unique speed to market presents an opportunity to seize the moment – capitalizing on the immediacy of human connections.

The Power of Influencer Integration

Authentic content from influencers holds promise for convergence, offering a powerful approach yet to be fully explored. We shared Connelly Partners’ experience with using trusted influencers to help demo our interactive installation units – and this comes from the unique benefits of having paid media and influencer teams work hand-in-hand on a concept (if we can give ourselves a shout-out!) Glossier’s example of using “get ready with me”-style videos within transit systems was a compelling illustration of harnessing content in a unique way.

Evolving Measurement

Measurement is a work in progress, but new methods like exposure retargeting and visit tracking show promise for bringing digital-style tracking to OOH. Brands like Olipop, Wendy’s and Mercado Pago all showcased measurement, ranging from in-store offer redemption and couponing, to app downloads and site traffic. Our very own Visit Williamsburg case showcased both retargeting and destination visitation measurement tools.

Challenges and Opportunities

Buying paths are becoming more complex and inventory quality is a growing concern. Programmatic DOOH raises questions about commoditization, but the industry has navigated similar challenges in other channels before – from digital display and mobile to streaming audio, and currently, CTV – all have gone through a similar rapid-expansion-to-shakeout phase, and all emerged stronger after. The DOOH industry will navigate this successfully – with help from brands and agencies – and continue to grow. 

The Summit was an invaluable opportunity to learn from and share my own knowledge with some of the top minds in the industry. I left Scottsdale with so many new perspectives and connections. And I can’t forget the desert trail ride on horseback—an unexpected highlight amidst the learning and networking.

Anita Freeman, Senior Account Manager

Stepping into a small church building on Technological University Dublin’s Grange Gorman campus, with a slight sense of anticipation, I was preparing to facilitate my very first Climate Fresk workshop. As the space gradually filled with a diverse mix of attendees – students, academics, comms professionals, and business leaders – we were all united by a common goal; understanding and addressing climate change. 

The participants were invited to form smaller groups of seven to ten people and then gather around an empty table before being allocated a facilitator. Despite this being a 3-hour event, chairs were not provided. This is not a passive type of experience! Over the course of the workshop, the groups were handed a total of 42 cards representing various stages and aspects of climate change, from fossil fuel usage to melting glaciers. Over the three hours, they arranged these cards to visually depict the causes and consequences of each, engaging in discussions about topics such as energy consumption, nuclear power, water cycle disruption, and deforestation. 

Drawing from reports by the Intergovernmental Panel on Climate Change (IPCC), the Climate Fresk workshop encourages participants to explore the science behind climate change and arrive at their own conclusions. Since the workshops began in Paris in 2018, Climate Fresks are increasingly being adopted by public and private organisations to educate employees and spur people to take action. One and a half million people have taken part to date. 

In my role as facilitator, I was there to guide and support my group, occasionally steering them in the right direction and maybe most importantly, acting as a timekeeper; there’s a lot to cover! Having been a participant in the workshop myself previously, it was really interesting to now get the chance to observe from afar. My group (which included Vaunnie McDermott, our Managing Director of Connelly Partners Dublin!) debated the merits of limiting air travel and exploring alternative power solutions. And these weren’t just abstract concepts; they were real conversations about real solutions. The workshop isn’t just about raising awareness; it’s about empowering individuals to become agents of change in their communities.

Sustainability matters and has become a central focus across industries, now being recognised as essential for long-term investment and strategic planning. Its influence extends to the choices consumers make, employee engagement, and long and short-term investment decisions. In my own day-to-day work with clients, I see the growing emphasis on sustainability across all briefs. No longer a buzzword, sustainability needs to be at the cornerstone of every campaign we create. By participating in events like the Climate Fresk and engaging and educating our employees, we can make real and tangible contributions to support our clients in their sustainability efforts.

I feel like a quote from a woman who has inspired me since I was nine years old is a good way to wrap this up. Jane Goodall, revered conservationist and climate activist, famously stated, “What you do makes a difference, and you have to decide what kind of difference you want to make.” While the scale of the climate emergency can seem overwhelming, gatherings such as the Climate Fresk provide opportunities for small groups to join forces and hopefully contribute meaningfully to positive change.