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Media & Marketing
Published: 18 Dec 2013

Media & Marketing Year in Review 2013

Media & Marketing editor Christian Ward takes a look back at the highlights of Stylus reporting in 2013 across advertising, digital culture and entertainment.

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Volvo Trucks' 'Live Test' advertising with Jean-Claude Van D

Millennial Media

“Young people really have no media that is their own.” So said Jon Steinberg, chief operating officer of entertainment website BuzzFeed, in the summer. In 2013, we saw millennial media come of age. BuzzFeed led the way, extending its ambition beyond memes and cat pictures towards investigative journalism, and opening a London office. We spoke to editor Luke Lewis about the launch of BuzzFeed UK – see our report Five Lessons From BuzzFeed for more. 

Meanwhile, business website Quartz proved to be a benchmark case for online publishing, building an audience of five million in less than a year. We took a look at the reasons behind its rapid rise inThe Supersonic Rise of Quartz. Stuart Dredge, tech writer for UK newspaper the Guardian, also examined print publishing innovation in our Evolution of Magazines report.

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BuzzFeed
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Pitchfork feature on Bat For Lashes
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Boeing integrated advertising on Quartz

Year of Mobile

The biggest media shift of the year, however, was increasing mobile usage across all demographics. We examined the implications for marketers in one of our reports from Cannes Lions International Festival of Creativity in July, Making Your Brand Mobile. Mobile devices were also at the heart of discussions at key digital innovation conferences, including Ignition and Social Media Week.

The upsurge in mobile activity began to shift consumer engagement away from open networks towards more private, closed platforms such as WhatsApp and Snapchat. Nonetheless, the real-time revolution matured in 2013, as brand marketers began to act more like newsrooms, jumping on social media moments via a strategy dubbed Newsjacking. We saw a lot of newsjacking attempts in this year’s Super-Bowl Ads.

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Oreo Super Bowl newsjack
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Lynx newsjack
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Specsavers newsjack

Video Explosion

This was also the year that everyone became video directors. The rise of Twitter’s short-form platform Vine, alongside Instagram’s move into video, and the continued popularity of animated gifs across sites like Reddit and Imgur, drove a huge increase in shareable clips. A lot of our reporting this year focused on how brands can make the most of video, from Mastering Short Form, to The Value of Long FormYouTube Storytelling to How To Go Viral.

We also took a look at how TV is changing in the multi-platform era, in our TV’s Digital-First Futurereport, as well as investigating the use of algorithms and data analysis in the entertainment world in our Predicting Hits: Next-Gen Audience Tracking overview.

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We Wore What on Instagram
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Lazy Oaf on Instagram
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Cupofcouple on Instagram

Start-Up Thinking

The speed of tech innovation accelerated in 2013. We began the year at SXSW Interactive, wowed by new user interfaces and wearable tech, and ended at a series of digital conferences in Berlin, Vienna and Dublin. Dublin-based tech journalist Mic Wright reported on the latter forNew Start-Ups: Tech Trends in 2014. In between, we launched the Thinking Digitally Industry Trend – nine in-depth reports looking at all aspects of digital innovation, from Data-Crunching toSynthetic Aesthetics.

At the heart of Thinking Digitally, we explored the potential of Start-Up Thinking for brands – how to act in an agile, responsive, experimental way as a business, following the example of smaller dotcom companies. This was a theme we explored in a number of reports throughout the year, including our Stylus Q&A: Saatchi & Saatchi CEO on ‘Start-Up Thinking’, and Protecting Brand Reputation Online.

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New Yorkt Times timeSpace
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BBC Connected Studio
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HTC's Sky Diving Experiment for its HTC One Camera Phone
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Red Bull Stratos

Engaging Women

We followed up Thinking Digitally with a second series of trend reports – this time looking at ways in which brands across industries can engage female consumers. Future Female offered marketers, designers and retailers a guide to modern female demographics, including our handpicked Icons of New Feminism, and insights into Empowering Global Women from Susie Sell, writer for advertising magazine Campaign Asia. Ensuring the men didn’t feel too left out, we also presented an overview ofDadvertising ­– we’ll be exploring other aspects of new masculinity in early 2014.

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Bridget Christie
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Megan Amram in her spoof comedy commercial Danon Birth Contr
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Adrienne Truscott in her one-woman Asking For It comedy show
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Lady Geek

Pro Pop

Pop culture in 2013 was dominated by huge hits from Daft Punk and Robin Thicke (whose controversial track Blurred Lines led to a backlash we examined in New Rules for Marketing To Women). It also saw the continued rise of Korean music – a phenomenon examined by the Guardian’s digital music writer Eamonn Forde in Beyond K-Pop.

This was also the year that electronic dance music reached saturation point in America – we explored the implications of this for brands in our report US Electronic Dance Music: What’s Next For the New Pop?

It’s been an exciting year for Media & Marketing, with digital innovation sparking endless creativity from advertisers, entrepreneurs, designers and artists. I look forward to an even more inspiring 2014.

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Sonos campaign with Deadmau5
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Cazzette
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Girls' Generation
FUTURE INSIGHTS
Everyone Takes BuzzFeed Seriously The media narrative around BuzzFeed in 2013 quickly shifted from “popular site for millennials” to “digital publishing pioneer”. After the success of UK BuzzFeed clone UsVsTh3m (7 million users in six months), its parent company, Trinity Mirror, will be launching data-driven social site Ampp3d next year. Expect more of this sort of thing from traditional publishers in 2014.
Big Data Gets Smaller The possibilities of big data dominated marketing chatter this year. Next year that promise may start to show results, as analysis of online, mobile, and social-media touchpoints grows more sophisticated.
Niche Networks Spawn Niche Tribes As the likes of WhatsApp and Line begin to draw users away from Facebook and Twitter, we’ll see new consumer tribes emerge. Open platforms may soon look incredibly outdated, as Gen Z shifts to closed, private networks.
Media is Mobile, Mobile is Media This Christmas, tablets will outsell PCs for the first time. Mobile is no longer a complement to desktop: it’s the default behaviour of the digital generation. 

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