Advertisers are constantly learning and adapting to the ever changing digital media landscape.

By. Kathryn Hershey, Digital Specialist

Twice a week, people across departments gather in the back kitchen of the MayoSeitz office for 30 minutes of trivia. We combine our expertise and knowledge across topics in pursuit of a common goal: to get as many right as we can (it’s harder than it sounds). Let the record show that to date, we’ve successfully gone 12 for 12 questions a total of three times.

Anyway… in the spirit of our team’s affinity for trivia, we challenge you to gauge your knowledge of current media news and methods with some digital media trivia. Here’s some background music if you really want to get in the zone.

The Questions

  1. The deprecation of cookies is a daily topic of concern as advertisers consider how to effectively reach their target audiences in a cookie-less future. In its recent announcement, once again delaying the move away from cookie, Google cited a need for what as its primary reason to post-pone the transition until 2024?
  2. Every advertiser knows how important it is to know your audience and where to reach them. According to Pew Research Center, in 2015 Facebook and Instagram held the highest share of teen social media users at 71% and 52% respectively. Based on updated findings, which two social platforms ranked highest with teens in 2022?
  3. One way of pinpointing key audiences is through behavioral trends. As the internet continues to evolve, so does the way users, well… use it. In what unique way is Gen Z using Instagram and TikTok, which probably wasn’t considered in the original purpose of the platforms?
  4. Good news for advertisers, bad news for binge-watchers: what video streaming service is entering the ring with an ad-supported streaming tier?
  5. What is the Metaverse?

The Answers

  1. Google needs more time. Multiple iterations of private and public testing are needed before a viable alternative to cookies can be identified and made available. The pacing needed to establish an integrated and well-supported alternative to cookies is not compatible with the previous timeline.
  2. YouTube (95%) and TikTok (67%). The 2014-15 study didn’t ask about YouTube, and TikTok as we know it wasn’t launched until 2018. Instagram’s teen popularity rose, landing it in 3rd place at 62%, but less than 1/3 of teens now use Facebook.
  3. The apps are being used as search engines and discovery tools. Whether it’s a result of social media influencers or platform algorithms pushing deeply relevant content to their users, an estimated 40% of people ages 18-24 are now going to social media to seek information. This is a significant behavioral shift that cannot be ignored by advertisers evaluating their media mix.
  4. Netflix and Disney+ have both announced ad-supported subscription tiers becoming available before 2023, with estimated $50-$65 CPMs to start. Historically ad-free platforms, both Netflix and Disney+, have amassed a collection of series and movies with strong audience followings, but Netflix had 15 years to compile audience segments. It may be too soon to tell but that data will, no doubt, be a huge draw as advertisers continue to explore new ways to reach their audiences.
  5. Let’s be honest, nobody really knows what the Metaverse is.