Industry Intelligence

We're experts in Gen Z and Millennial audiences, investing ahead of the curve in original research, proprietary data and tools. We provide custom strategy, research, and trend forecasting, with exclusive access to our TBH Community of social-first millennials. Here you'll find our latest in thought leadership and industry insights.

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Does This Content Bring You Joy? The new consumer journey is a cluttered mess – full of competing brands, messages, and emotions. Gen-Z and Millenials are purchasing from brands that have never had a physical presence (e.g., Warby Parker, Casper, Allbirds) and directly through social platforms. These brands and platforms have created cleaner customer experiences along the purchase funnel to combat a messy media environment. This growing trend of “quick and easy” commerce might feel like there are shortcuts through the purchase funnel, but it actually puts more pressure on the types of content that brands are creating. Content needs to have a meaningful impact at […]

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Online to Offline: The ROI of Social Marketing Measuring the real ROI of social marketing has been a priority since my first full day leading Fullscreen Measurement and Insights. It took less than two weeks for one of our fearless Sales leaders to cut past the office pleasantries and tell me we needed a sales lift solution, yesterday. The urgency was real, as he had eager CPG clients that needed to prove the effectiveness of their campaigns to secure funding for follow-ons. Of course! That seems logical, and there must be a solution to provide to our brand partners. Then came a series of frustrating discoveries. We can’t […]

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INSTAGRAM IN-APP SHOPPING IS MORE SEAMLESS THAN EVER Instagram launched the ability to buy products without ever leaving the app.  What we know about Instagram’s product update “Checkout”: Shoppable tags will now connect users to a “Checkout on Instagram” page, which prompts consumers to choose size, color, and quantity, and even pay, without leaving Instagram Users can enter their personal and payment information, with the option to save it to make future shopping more convenient Checkout can be used with shoppable product stickers in Stories or with product tags in Feed and Explore Shoppable product tags are not currently available via Instagram Ads This feature is currently available […]

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Fullscreen Solutions: Curating Brand-Safe YouTube Environments While the digital and social media marketplace will continue to reactively manage brand safety concerns, Fullscreen continues to be a leader in curating brand-safe environments for advertisers. Through both the network of creator YouTube channels we manage and monetize, as well as the brand channels we optimize for success and increased visibility, we’ve had direct insight into the changes YouTube has made in addressing the evolving brand safety concerns that exist today. Updates to terms of service, changes in thresholds for monetization, and increasing analysis of content (both manual and through algorithmic review), has certainly improved the standards for brand […]

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BEYOND THE BALL PIT: THE NEW WAVE OF EXPERIENTIAL Netflix and Chill or Museum of Ice Cream? In the last few years, we’ve seen an increase in immersive branded experiences and interactive pop-ups like the Museum of Ice Cream, Saved by the Max Diner, Refinery29’s 29Rooms, Gilmore Girls’ Luke’s Diner Pop-ups, and more. And perhaps for good reason—in our recent TBH survey on Branded Experience, 77% of respondents said they would prefer to attend an event experience over hanging out at home, so this trend isn’t going away just yet. Through our survey, we wanted to get at the heart of these experiences: Does it actually increase brand affinity? […]

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Bot or Not? Exploring the Rise of CGI Influencers Influencers, they’re just like us – until they’re not. You may be following a computer-generated influencer and not even know it. From flaunting trendy streetwear to posting photos with friends at brunch to partnering with brands, CGI influencers are just like human influencers… or are they? In our recent TBH study, Can CGI Influencers Have Real Influence?, we set out to find out more.    WHAT WE FOUND Top 5 Reasons Gen Z and Millennials Follow CGIs How Would You Describe Social Influencers (CGI vs. HUMAN)? Actions taken by followers of CGI Influencers Transparency is EVERYTHING BOTTOM LINE FOR BRANDS Although […]

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The Happiest Season of All? As we recover from tryptophan comas and Black Friday shopping hangovers, many of us begin to gear up for the upcoming slew of holidays. We spend more time with loved ones, decorate our homes and wear our ugliest of sweaters…all in the name of holiday cheer! Or so we thought… Our recent Holiday Shopping TBH survey exposed the truth: the holiday season might not actually be so merry and bright for all, especially younger guys. In fact, 18-34-year-olds feel an increasing amount of loneliness and depression between Thanksgiving and New Years. According to our survey, 46% of males 18-34 have […]

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Two Back-To-Back Award Wins For Fullscreen! Cue the confetti drop! We just won back-to-back awards for our work with two amazing brand partners! First, a Cynopsis Model D Award, for Revlon’s #LiveBoldly campaign winning for Best Use of a Digital Influencer in Web Video Campaign and second, a Gold Clio Entertainment Award for the mysterious Mother! campaign with Paramount Pictures for Theatrical: Social Media Multi-Platform Campaign. If you didn’t already know, the Cynopsis Model D Awards not only honor digital innovators in the media space who create the best in online video content, advertising and talent, but also those who are pioneering new technologies and fresh […]

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IT’S A THIN LINE BETWEEN LOVE AND CREEP: A RETAILER’S DILEMMA When scrolling through your social feeds, you’ll often see memes filled with fear posted from scared digital natives as they call out brands and advertisers that stalk their browsing history. It seems like no one is safe. As Jim Carrey tweeted, “Sometimes I really feel like I’m being watched because every time I talk about something I start seeing ads about it on Facebook and YouTube. Reminds me of the Truman Show.” We’ve all felt it: the gnawing feeling that brands are following us from one device to another and from our brains straight into our social feeds. Our recent […]

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FULLSCREEN SHIELD: FINALLY A SOLUTION TO BOLSTER BRAND SAFETY Brand safety challenges have existed since the beginning of advertising. The issues can range from poor placements of cruise ads in front of news about a norovirus outbreak on a cruise ship, to much more serious misalignment with terrorism, hate speech and inappropriate child-centric content. Brand safety has always been a top priority at Fullscreen and we understand that YouTube and other user-generated social environments pose unique challenges for advertisers. As a result, we’ve taken a “human plus machine” approach to ad placement designed to complement other leading tools and filters. Brand safety concerns are real and have totally changed the […]

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Fullscreen Wins OMMA Award and Racks up Finalist Nominations We brought the drama run and tell your mama We got three finalists …And one trophy from OMMA. #FullscreenProud   No, this was not our acceptance speech – but it was a response from one of our creatives when Fullscreen took home an OMMA award and three other nominations for our social-first campaigns! This year, our campaign for Fear the Walking Dead, (a spinoff of AMC’s The Walking Dead series), took first place in OMMA’s Facebook video award category. The 360 video put viewers in the middle of a zombie world and earned more than a million organic views within […]

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