Morning Brew - ☕ Let’s get weird

A new era for Roku?
November 04, 2022

Marketing Brew

Impact.com

Happy Friday. With major companies like General Mills, Pfizer, and Audi halting ads on Twitter for the time being, is it only a matter of time before Elon makes the blue checks cost $50 per month?

In today’s edition:

—Kelsey Sutton, Jack Appleby

ENTERTAINMENT

Keep Austin Roku weird

Roku promo for 'Weird: The Al Yankovic Story' Roku

Make a high-profile new film available to watch for free? Weirder things have happened.

Today, the connected-TV platform Roku is releasing Weird: The Al Yankovic Story, the Daniel Radcliffe-led biopic parody, on The Roku Channel. The film, which was well received following its premiere at the Toronto International Film Festival, marks another step forward for Roku as it wades further into original programming in an attempt to make its free, ad-supported platform stand out amid considerable competition.

“The signs point to [this being] a moment in which we get to introduce The Roku Channel to a whole gigantic new swath of viewers,” David Eilenberg, Roku’s VP, head of originals, told Marketing Brew. “It’s generated a huge amount of its own awareness and intent to view. Beyond just having something great here in the early stages of our development, I think it really may bring a bunch of people to discover The Roku Channel for the first time.”

Read the full story here.—KS

        

TOGETHER WITH IMPACT.COM

The ins ‘n’ outs of influencer marketing

Impact.com

Influencer marketing is breakin’ through the noise and emerging as a reliable and modern way to grow revenuedrive brand awareness, and create authentic relationships built for longevity. (Sweet—all good things!)

If you’re looking for a little guidance on how to rev up your own influencer marketing campaign, impact.com’s got ya covered with their ultimate influencer-program starter kit. PS: It’s totally free to download.

Impact.com’s planning kit is designed to help you get your influencer partnership program up and running with how-to guides, A’s to your Q’s, and step-by-step instructions for setting up, launching, and growing your program at warp speed.

If you’re thinking something along the lines of, “Ooh, gimme!” we’re happy to oblige. Download your copy here.

STREAMING

Raise the curtain

A Tiffany & Co. ad displayed during an episode of Netflix’s Ozark A Tiffany & Co. ad displayed during an episode of Netflix’s Ozark.

Advertisers are getting an early start to the holiday season with the gift that is Netflix’s ad-supported tier.

Netflix’s $6.99-per-month Basic with Ads officially rolled out on Thursday in the US and eight other countries. Ad loads are capped at around four to five minutes per hour, and ad formats are limited to pre-roll and mid-roll ads.

Jeremi Gorman, Netflix’s president of worldwide advertising, said that “hundreds” of advertisers were on board, and we selflessly watched programming on its ad-supported tier to check out which brands have signed on.

Brands we spotted while watching Gilmore Girls and Ozark included everything from luxury brands like Louis Vuitton, Tiffany & Co., and Bulgari to tech brands like Beats by Dre and Google. Apartments.com, Best Western, Booking.com, Cadillac, CeraVe, Duracell, Michelob Ultra, and Subway were also spotted in the mix. (There were about three ad breaks per episode, usually around 60 seconds total, plus a pre-roll ad that ran before programming.)

Get moving: There’s still work to be done. Netflix is still in the process of negotiating revised licensing agreements with some major studios before it can run advertising against their shows and movies, according to the Wall Street Journal. Plus, the company is working on getting measurement tools up and running with partners DoubleVerify, Integral Ad Science, and Nielsen.

Who wants it? It remains to be seen how many of Netflix’s ~223 million global subscribers will opt to watch with ads. In a poll last month, most Marketing Brew readers said they’d keep their existing ad-free subscriptions, but 14% each said they’d either sign up for Netflix on its ad-supported tier for the first time or switch their existing ad-free subscription to the ad-supported tier.

+1: Some media buyers recently told us that some brands have opted to wait and see how Netflix’s ad tier performs before buying in.—KS

        

SOCIAL MEDIA

How MrBeast builds amazing social hooks

How MrBeast builds amazing social hooks MrBeast

Future Social is a weekly newsletter on social media, content, and creators from Jack Appleby, a Morning Brew creator who’s worked in social media for 10 years at companies like Beats by Dre, Microsoft, and Twitch. Check out an excerpt from one of his pieces below, and sign up for Future Social here.

A great hook is the only content “best practice” that actually matters. Meta’s been telling everyone since 2015 that users spend an average of 1.7 seconds with a piece of mobile content before deciding to swipe away—a blink of the eye. If you’re gonna spend time agonizing over anything within your content plans, it should be whether your hooks are strong enough to capture attention.

MrBeast is the king of the hook. His 108 million subscribers make him the fifth-most followed YouTuber of all-time, which isn’t by accident—he’s obsessive about his content. He won’t even post if he can’t figure out a hook. His manager, Reed Duscher, recently revealed that Beast canned a half-million-dollar video when he couldn’t figure out a proper thumbnail.

Let’s look at how MrBeast builds content hooks and what brands can learn from him.—JA

        

TOGETHER WITH SIRIUSXM

SiriusXM

That’s one powerful podcast ad. To bring a better experience to listeners, creators, and advertisers, SXM Media has simplified the power of the pod. Target the right audiences, find content that aligns with your message, capitalize on action-driving creative, and measure the results of your campaign all in one place—right here.

FRENCH PRESS

French press Francis Scialabba

There are a lot of bad marketing tips out there. These aren’t those.

Deep dive: Tips on crafting long-form content, including where and when it works.

Pitch me, I’m dreaming: Creators, take note—here’s how to craft the perfect pitch email to brands.

Reblog: Here are 50 things to know about Tumblr. If you were a teenager in the ’00s or ’10s, consider this a refresher.

EVENTS

Countdown to The Brief!

Countdown to The Brief!

Marketing Brew is hosting a full-day affair of industry exploration and navigation on November 15 in NYC. Complete with brand leaders, industry connections, and your favorite editorial team, The Brief: A Summit Presented by Marketing Brew is an event that cannot be missed.

Incredible speakers from REI, McDonald’s, Vans, and more will take to the stage to tackle the dizzying industry topics we love so dearly. Rebranding, attribution, omnichannel, CTV, social commerce, brand values—we promise to tackle all the buzzwords Brew-style with some of the most notable brands and individuals. Register here before time runs out!

WHAT ELSE IS BREWING

  • Twitter layoffs have begun, with the estimated number of employees impacted in the thousands.
  • Warner Bros. Discovery missed revenue expectations during Q3. On its earnings call, its CEO said the merged HBO Max and Discovery+ streamer would arrive in the spring, earlier than expected.
  • AMC Networks saw ad sales fall 10% in the US during Q3.
  • Airbnb said its shift from search-engine ads to brand marketing is still paying off.

Snap poll: You have $500k in ad spend for the remainder of the year, and you can only put it in one place. Where are you putting it?

Facebook/Instagram
🟣 TikTok
🟢 LinkedIn
🟡 Snapchat
🟠 TV (linear/CTV)
Twitter

ICYMI

Catch up on a few Marketing Brew stories you might have missed.

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AD FRAUD ANSWER

3. We’ll stick to regular foam, thanks!

Speaking of things that aren’t real, yesterday we accidentally wrote that Bo Jackson played basketball, not baseball. You quickly let us know about the blunder, and we have corrected our story.

   

Written by Kelsey Sutton, Jack Appleby, and Katie Hicks

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