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.

We were thrilled to speak at the 2024 MediaPost Digital Out-of-Home Insider Summit in Scottsdale, Arizona. While there, we attended a variety of sessions as well as hosted our own, with client Visit Williamsburg. 

In the session, Michelle Capasso, CP’s Partner & Director of Media Services, shared how our client used experiential Digital Out-of-Home to drive overnight stays. We were able to contemporize the brand and show that it had more to offer beyond its historical roots. Williamsburg is a year-round vacation spot, with a wide array of activities and experiences for anyone at any pace. Key to the success of this campaign was our use of Digital OOH to truly engage with our audiences and bring the full experience of Williamsburg to life.

Scott Madden, Senior Partner and Chief Strategy Officer, recently took the stage as a speaker at the Quirk’s Event Dallas. Partnering with Relative Insight, his session, titled “Run insights programs, not projects to really make an impact,” revealed Connelly Partners’ approach to running continuous insights programs across diverse online platforms. This approach empowers his team to consistently obtain significant insights for clients and prospects.

Beyond his speaking duties, Scott attended various sessions across the 2-day annual conference, which drew hundreds of brand-side market researchers, CRM specialists and CMOs. Those sessions provided fresh perspectives and insights into the world of customer understanding. Here are his key takeaways from the event: 

1. Although AI is as oversaturated as Taylor Swift these days, the reality is that we are still in the infancy stage of this world-changer. Our industry continues to evolve at an incredibly fast clip, and AI allows the creative and strategic thinkers of our industry to utilize the immense processing power and intelligent organizing of data to give even more context to fuel even better human-authored storytelling – whether it’s personas, ethnographies, or actual brand content. I truly believe the capabilities of AI are soon to spark a creative Renaissance in our industry. 
2. Market researchers are creating better and more cost-effective tools and methodologies for concept testing which place far more importance on unconscious, emotional responses to ideas rather than rational-based, ask-and-answer measures. Too many of our industry’s best ideas have never advanced to production reality due to the artificial dynamics that too often misguide concept testing measures.
3. A fascinating report from a recent Visa consumer survey revealed that the uncertainty in our lives (economic, geopolitical, health, job security, etc.), which is often reinforced by the 24/7 news content populating our feeds, is not going away and has become our “new normal.” Brands that empathize with this reality in their comms, especially via CX, will garner greater affinity with their audiences.
4. From that same Visa survey, global trust in institutions, such as government, media, etc., continues its decline. It is surprising to learn that the U.S. gen population, with 46% having strong distrust, is not even close to the highest distrust level globally. But, the loss of trust in institutions is being offset by the corporate leaders of the best brands in the world. In December 2023, the Drucker Institute published its annual report on the best-managed companies in the world, taking into account not only market growth and product innovation but also customer and employee satisfaction. Microsoft took top honors last year. But as Peter Drucker, thought by many to be the father of modern corporate management, maintains: today’s businesses should benefit investors AND society.

Ashley Campbell, Brand Director

From their social media habits to purchasing behaviors, Gen Z, as with any emerging generation, is a dynamic and mysterious audience for most of us in advertising. I, for one, was shocked to learn that my 6 and 3-year-old are considered Gen Alpha. While the name is fitting for the role they play in our household, I am not quite ready to consider them as a target audience for advertising! 

Generation Z has been a hot topic for many of my clients, especially as we continue to see TikTok rise as a top-performing channel. I was lucky to recently attend the Ad Clubs’ In the Now: Marketing to Gen Z Event, where we explored trends, preferences, and the unique ways brands are adapting to stay relevant.

The Evolving Demographics of College-Age Students:

According to the recent GenZology study by HerCampus, women currently outnumber men in college. Windsor Western, HerCampus Co-founder & President, and Katrina Campanale, HerCampus SVP Sales & Business Development, also noted that contrary to the seasonal emphasis on “back to college,” Gen Zers have discretionary income to spend year round and that 77% of them make their own spending decisions. College-age young adults (ages 18 – 24) are the halfway point of the generation which spans 14 – 28. This middle-aged group sets the stage for a generation with a powerful influence, with many of them wielding unprecedented digital native prowess.

Social Media App Usage Habits:

Gen Z’s relationship with social media is intricate and ever-changing. Despite being precious about in-feed posting, they share stories multiple times a week. The once-coveted live event social presence has shifted, with platforms like TikTok and Instagram taking center stage. But also, Gen Z females and Gen Z males use social media very differently. According to HerMedia, Instagram is the app with the most commonality across both genders. Having an account on TikTok is more common for Gen Z women than Gen Z men, 92% and 60% respectively. Also, Reddit and Discord are very popular for men, but less so for women.

When it comes to shopping, TikTok emerges as a powerhouse for product discovery among women, while men gravitate towards Instagram. The buying journey often involves scrolling, with a significant number claiming to make purchases after seeing products on TikTok. However, trust issues arise as HerMedia notes that only 34% of users have actually made purchases off of TikTok Shop directly. This is a crucial detail that brands need to consider when identifying the KPIs associated with each TikTok campaign.

Influencer Marketing Has More Influence Than Traditional Marketing:

In the era of Gen Z, traditional marketing is not breaking through. Authenticity is the linchpin, and influencers play a pivotal role. Leading brands are adapting their strategies to cater to Gen Z’s unique sensibilities. The Ad Club’s panelists Andrew Grillo, Director of New Product Revenue at Boston Globe Media / B-Side, Sarah Morgan, Director of Media at Fidelity, and Lindsay Sutton, SVP of Strategy and Connections Lead at Digitas, spoke about the trends they are seeing. The use of green screen formats, the incorporation of influencers and modern storytelling showcase the versatility of adapting to Gen Z’s language and preferences. Also, it’s still critical that brands tailor their messages to ad formats. Understanding that one size doesn’t fit all, brands continue to find success in tuning messages to specific channels rather than a blanket approach. While also keeping in mind that Gen Z is extremely privacy-conscious. So, if you are too customized or they feel like they are “being followed” there could be a lapse in trust.

As I reflect on this event, it’s evident that understanding Gen Z requires a nuanced approach. Brands that prioritize authenticity, leverage influencers effectively, and adapt to the rapidly changing social media landscape will undoubtedly thrive in this dynamic and influential generation. The future belongs to those who can decode the intricate dance of Gen Z preferences and values.