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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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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THE RISE OF THE MODERN GAMER: Today’s Trendsetter Game on readers! This week 180,000 fans of anime, comics, and video games will descend on New York Comic Con to connect with each other and brands IRL. A clear example of how video gaming has not only achieved mainstream status but is also a cultural force in our society permeating music to sports to fashion. Need more proof?  The examples are endless – from Fortnite tutors to eSports scholarships to people making a living off of playing video games. Even ESPN Magazine featured a pro-gamer on its October cover. (Ninja, anyone?) These shifts are all illustrative of the rise […]

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Fighting Follower Fraud: How to Safeguard a Brand’s Value With A Data-First Approach to Creator Audience Integrity The rise of influencer fraud — when creators pay for fake social media followers or bots that increase their engagement numbers — has created suspicion around influencer marketing for brands. The topic gained massive buzz in January 2018 when the New York Times published an article about it1. The article shocked marketers as it uncovered creator evaluation gaps in the influencer marketing industry. Also, the article exposed the sheer magnitude of follower fraud with celebrities, athletes, politicians, and other popular social media influencers across many popular social media platforms.    Follower fraud has garnered quite a bit of coverage recently […]

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NEW TO THE GAME: WHAT I LEARNED AT MY FIRST RTX AUSTIN Six months ago, I didn’t think about video games. I hadn’t touched a controller since middle school. Needless to say, I was out of the loop. Fast forward to today, and I find myself talking about gamers daily. I’m fascinated by how much things have changed and how gamers have evolved from counterculture nerds to shapers of mainstream culture. My role at Fullscreen means being a bit of a digital anthropologist. I’ve been leveling up my knowledge, diving into research, playing lots of the latest Zelda, and dabbling into Fortnite in order to better understand the modern-day gamer. What better […]

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