There’s more places than ever to stream TV shows, but consumers are struggling to wade through the content morasses, according to new data from Nielsen.

US consumers say they spend an average of 10 minutes and 30 seconds looking for something to watch, up more than three minutes from the time spent looking for programming four years ago, according to global video data from the Nielsen metadata firm Gracenote.

Beyond that, 1 in 5 consumers report giving up entirely, according to a June 2023 consumer survey conducted by Nielsen—representing a missed opportunity for streamers looking to engage with those viewers (or serve them ads).

• The amount of available streaming programming is on the rise. In July 2021, there were a whopping 1.9 million video titles across the TV landscape available to viewers in the US, UK, Canada, Mexico, and Germany, 89% of which was available on streaming.
• Two years later, and that number of total titles has increased to 2.7 million, nearly 87% of which were available on streaming.

Many of those titles are available on multiple streaming catalogs, like the second-most popular streamed show, Suits, which is available in the US on both Netflix and Peacock.

Keep reading here.—KS

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PepsiCo has done a lot of promotion in its 125 years, from iconic ads to sports sponsorships to music marketing.

Perhaps that’s why, when it came time to begin preparing for Pepsi’s 125th anniversary on Aug. 28, the marketing team couldn’t settle on just one activation.

Instead, Pepsi is running 125 different programs over 125 days leading up to New Year’s Eve, including opening a diner in New York City that embraces nostalgia while also promoting some of the newer elements of the brand.

“Pepsi and diners have been inextricably linked for years,” CMO Todd Kaplan told Marketing Brew. “We thought this was a great way to kick things off by letting consumers experience an immersive restaurant experience…bringing to life some of the best pop culture moments from Pepsi, some of the best culinary and beverage components of Pepsi, all together in one really unique experience.”

Continue reading here.—AM

GroupM, WPP’s media investment arm, is collaborating with Swedish ad-tech firm SeenThis to help advertisers reduce carbon emissions from video ads.

Simply put, the firm’s technology lets advertisers stream video ads via display inventory, explained Gareth Holmes, VP of commercial strategy and media for SeenThis, in turn helping them avoid data-intensive downloading techniques.

“The typical way we deliver things in the industry with regard to video is download technology. About 80% of a normal download file needs to hit a device before it starts playing,” he told Marketing Brew, so if a user scrolls past the ad, “that data has already been transferred.” With streaming, advertisers aren’t pre-loading data, so “there’s no wasted data going on there,” resulting in fewer emissions.

Read the full story here.—JS

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

Make room: Read about the DE&I program that companies like Sephora and Condé Nast are piloting.

Short and sweet: Learn more about YouTube shorts—including its algorithm and how to create impactful content on the platform—here.

Uphill climb: LinkedIn offers tips on how B2B marketers can overcome common challenges.

TV is trending: Advertising through the telly is back in style, and MNTN’s got the deets. Their interactive white paper offers a deep dive + exclusive insights into performance TV advertising. Check it out.*

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Executive moves across the industry.

• Brian Groves, a Meta and Pfizer alum, has joined Nestlé Health Science as CMO.
• Jennifer Tate, Cracker Barrel’s SVP and CMO, has left the company.
• Colin Kavanagh has been promoted to CMO of Pernod Ricard North America.