October 30, 2020
Blueprint
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Things To Know In Media This Week
Mediastruction frames up latest media buying trends & insights.

Snapchat New Lens Looks Tik-Toky

Snapchat released a new feature this week, the 3D body lens. This allows you to record movement and add digital characters or costumes that move with you. It's fun and silly and certainly a serotonin fix. Couple interesting liner notes:

  • Snapchat says this is a first-of-its kind virtual reality tool.
  • The lenses work in both the front and rear facing camera alignments.
  • The tool tracks 18 joints on the human body.
  • Lots of potential brand extensions with virtual positioning of products and consumers - clothing; costuming; entertainment. Dance with Mr. Clean?


The New Budget Shopper

This week Mediahub released a new survey of the budget-conscious shopper and the profile has changed, perhaps accelerated by the pandemic. It's not the newspaper free-standing insert coupon clipper of yore. Couple notes:

  • Of the 42 million budget shoppers in all, there are now 14% more men and 60% more parents than in years past.
  • They are mostly millennials and affluent. We knew that millennials were notoriously brand agnostic, so it was only a matter of time before they aged into the household's chief procurement officer.
  • 51% make more than $100,000 annually.
  • Over 90% have changed shopping behavior to save money during Covid-19.
  • They index at 137 in likelihood to have switched brands during Covid-19.
  • 63% will evangelize a brand they support. They are their own influencers. (Huge opportunity to leverage for marketers.)
  • 60% are more likely to be loyal to a brand supporting sustainability. They are leaning into brands like: Etsy; Crocs; Chipotle; The North Face; Hanes. Think "values" shopper as much as "value" shopper.
  • Many are increasingly supporting local business; made in America, black-owned businesses.
  • With this profile in mind, it's likely time to rethink channel mix for budget-conscious brands.


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