Weekly Marketing and Advertising News: TikTok replaces YouTube at VidCon; John McAfee found dead in prison cell; Google Marketing 2021 Takeaways; Nielsen Report on Branding in 2021

 It has to start somewhere. It has to start sometime. What better place than here? What better time than now?
 You're listening to the Radcast. If it's radical, we cover it. Here's your host, Ryan Alford.
 Hey guys, what's up? Welcome to the latest edition of the Radcast. I'm Ryan Alford. And I'm Josh Hill.
 And we are here for your weekly marketing and advertising news update. Today is June 25th, 2021. It's my mother's birthday, happy birthday mom.
 If you're out there, wherever you are, if you were to be listening, she doesn't probably listen to my podcast. But she does say she listens occasionally, Josh.
 That's great. Yeah, we can't not shit in the shout outs to the moms, you know, happy birthday. Happy birthday. Mary Linda. She does have a double name.
 ML. ML. She's a sprightly. I'm going to just tell how old you are mom. 69. Wow. So coming up on the big 7-0 next year. I never shit for that. But that's a big one.
 We celebrated last weekend. And I hope you're using your designer handbag that my wife bought you.
 But cool man. How's it going? You had a good week. Been a good week. Yeah. Really productive. Got a lot of stuff done. A lot of new campaigns launched and great. Yeah.
 Been good. We've got a lot of new talent here at Radical. We got a couple of new copywriters Morgan Caroline helping push the envelope of marketing advertising for us here at Radical.
 Yeah, shout out. Hey, you know, like good writing kind of kind of is like the engine for creativity a bit. You know, like you've got design and you've got.
 You know, websites and ads and all that. But it kind of is the the unsung. I mean, maybe it's not unsung. But I feel like it's kind of gets lost sometimes the importance of great writing and stimulating the creative process.
 It's kind of the it's like the one element that touches like the entire picture. That's exactly right. So we're excited about that lots of good growth here.
 At the agency and kick it off with with this one Josh, we talked a little bit. Pretty episode, but there's a New York Times report this week.
 You know, for any of you subway fans out there, not a gigantic subway fans kind of like there's only by necessity, typically like it's not bad, but I just if I'm going to have a sandwich, there's just other places that go. Yeah.
 And but a report from New York Times, they actually tested the tuna at subways and there was zero DNA for the tuna found in the subway.
 I mean, under the under the guys of not surprising yet a little disappointing news of the week first reactions subway can't catch a break first off from their from their previous like spokesperson's to the
 their their whole bread debacle and then now to to this. I've never had the tuna from subway, but now I'm a little glad I haven't.
 Yeah, I've had it. It's okay. And quite frankly, it tasted like every other tuna, you know, fish, you know, it's always got mayonnaise in it or something and like it's just I don't mind it.
 I like it, but it's never there's always like six other choices ahead of it. Right. You know, and even growing up as a kid, I'm like, what kind of sandwich you want? You know, I like you like I have tuna.
 I got this that the other it's always this that the other. Yeah. Yeah. I mean, if I'm going to subway, I'm getting you the spicy Italian or the magnificent meatball sub.
 You know, it's really underrated it subway. And if you're hungry right now, just just get hungry, but the flatbread spicy BMT flatbread toasted,
 that was underrated, underrated, quite good, quite delicious with you wholeheartedly on that.
 And but then everything else and kind of like, you know, I'll pass on that. But yeah, 0% tuna subway came back and said, no, it's 100% wild caught tuna.
 You know, from the shores of North Korea. I don't even know if they have tuna in North Korea, but you know, it sounded good. Yeah, it sounds great.
 So yeah, that was interesting. And Amazon Prime week day weekend. I mean, I started getting the emails like, you know, Friday, Saturday, Sunday, like,
 pre sale, prime day, prime day, pre sale. Like, they say it's a day. I feel like it's like it like Black Friday is no longer a day, like a weekend or a week.
 Like prime day is kind of like four day, like for sure. You know, there's like lead up sales.
 And really, they really prime themselves for prime day too. Yes, they do. If my email and notifications or anything, I did buy a battery operated fan for the boat.
 So it's a, you know, rechargeable fan. It's like 16 inches. It's got, you can hook a hose to it and it like miss on you.
 That's the 95 degree heat that's coming up in July here in South Carolina. I'm going to, you know, fan it up a little might be the summer purchase of the year.
 Yeah, I know. But that was the only thing I bought on prime day. And it was just purely coincidental. Yeah.
 It was kind of going for the purchase anyway. And it happened to be one of the prime deals. But I wasn't as interested and I wondered.
 And I know you saw some stats on this. I wondered if maybe I'm sure I, I know e-commerce is going to grow every year, no matter what, but I kind of had a feeling, like my own interest.
 And with everything opening back up from the pandemic and people getting out there and shopping and having other things to do.
 If we might see some drop off and I saw a few figures on that. Yeah, this year was the probably one of the slowest year of a year growth.
 So the last like probably 10 years for Amazon prime day.
 Prime day specifically not Amazon's total sales. Right. I think it's really telling of kind of where.
 Like e-commerce boom. I think there's a lot of sales happening throughout the year anyways. I think it kind of spread out. And then like you said, people are going out.
 I know prime day usually is kind of like tech heavy and like home goods heavy. I think people are starting to like look elsewhere for gadgets and stuff.
 And I wonder if them because it felt like it was a five day event, not a one day event.
 Yeah, if I'm sure if you spread, you know, maybe the total is more and I'm sure someone's going to go, well, they did it over five days so they had to have gotten more sales.
 Okay, maybe. But by making it less scarce, you know, because it felt like the deals were early and often, at least it felt that way.
 Right that if that hurt, you know, maybe the scarcity factor or the one day factor. I know I a friend takes me about what they they bought on prime day.
 And I noticed, oh, I've got I've got all day to do it. And then I just like never went and looked it looked again.
 Yeah, I don't know, but any crazy.
 Hashtags or trends are seeing on TikTok this week.
 Oh, man, there's so many, but one of my favorites recently has been.
 The videos with the song, nobody by Mitsuki and kind of diskoey and someone's running away from the camera.
 And it says like POV like someone's on the way to do something to you.
 So it's like, I've seen some of the words like POV. I'm on the way to ask you about your like zodiac sign or something.
 You're running away from it. I saw a couple kind of agency specific ones of like like POV.
 You're a graphic designer running away from the 10 creative changes that the client made.
 Yeah, I know. I have some neighbors that I might would, you know, film myself running away from.
 Coming over to ask you something.
 Oh, right. See you later.
 That's a good one. I've been saying it's my favorite so far.
 I like it. Well, we'll get we talked a little news, but now we'll get to the official news.
 First, so I saw this. I was interesting.
 TikTok is replacing YouTube as the top sponsor of VidCon.
 So we've got the platform war wars are heating up.
 And I thought this was pretty telling and interesting with where we're at.
 I mean, obviously they can ask if you're going to be a sponsor, something you can out bid or something.
 But I thought it was pretty telling for maybe more the place scale and size of TikTok more than a knock on YouTube because YouTube still fucking behemoth.
 But like, you know, any first reactions.
 Yeah, I was really surprised by that.
 I know VidCon was like co-founded by the vlog brothers Hank and John Green.
 And Hank is one of the biggest like creators on TikTok too.
 Yeah, and so he.
 I thought that was really interesting.
 Even this morning, I did see him commenting on TikTok and saying how TikTok gives makes more money than YouTube,
 but gives less to creators than YouTube does, which is a little interesting.
 That's interesting.
 I like seeing that parallel to the TikTok replacing them at his event.
 Exactly.
 And, you know, and we didn't put this article up there, but related to it was just I keep seeing the ever creeping higher.
 That role of streaming and video like other sources of video in overall time spent throughout the day of consumers just creeping up,
 creeping up between streaming between social platforms and everything else.
 I mean, yes, this falls in the, yeah, we know category.
 I'm sure people were paying attention, but I don't know that we're quite magnifying it to the level that it's actually happening.
 Yeah, it's like, we know, but do we know the scale?
 Yeah.
 It's growing more and more.
 And I like, I'm sure plenty of us were like, surely I can get much bigger than this.
 Yeah, exactly.
 And TV's like, I just, I'm finding my own habits, you know, like I, you know, obviously, I mean, I'm 44 years old and like, probably different than a millennial or someone else.
 But at the same time, like I still find myself like even the little bit of linear TV that I was, it is I guarantee you, if you look 12 months over 12 months for me, it's probably at least 40% less.
 Yeah.
 So like, so just in my own habits and the people around me, I mean, between streaming and Netflix and, you know, time on social channels and other things.
 I mean, it's just I might catch 20 minutes of linear TV on average a day.
 And that's, that's including like three hours on a Sunday when I'm watching golf on the, you know, like average, you can out.
 Every fall is like 10 minutes.
 Right.
 Of, uh, excellent, during the week time.
 But, uh, and I mean, but you probably, you watch an hour of linear TV a week.
 Even if it's like, I don't have it.
 Yeah.
 So it'd be like a TV at like work, like we're like a commercial at like a bar or something like that.
 Yeah.
 Anyway, but I thought that was interesting.
 It looked TikTok's a behemoth.
 I did see as well unrelated.
 Didn't have the article, but the, the thing that it's pretty much surpassed Snapchat now.
 Like, you know, as, you know, Snapchat's kind of had a little bit of a comeback and still has a place in as a platform.
 So I'm not like, dissing it, but just showing that TikTok's kind of roaring past it in the overall presence of social platforms.
 Yes.
 Uh, is that surprised you at all?
 Um, yes and no.
 Here, like it's kind of crazy to the like Snapchat.
 The, the comeback was surprised me.
 But, yeah, the way TikTok is just growing and just taking over everything.
 It's kind of like, like at this point, I'm kind of just like, yeah, it's just going to keep going.
 The interesting thing for me with TikTok is not only the popularity and scale that it's gaining, but it's the way that it's changing.
 I think the way people develop content holistically for sure.
 It's like, yes, it has a specific format that's attention span driven, like, which is short.
 But I feel like you're seeing that translate to other media now because there are people are going, well, maybe they're on to something and the content that works there.
 I'm not saying it's exact form works into the places, but I think there's, there's parts.
 There's just parts of that that are transitioning into other places because people are realizing people want information quickly.
 They want to be entertained, but they want it, you know, served in a certain manner.
 Oh, yeah, for sure.
 I can, I'm noticing in a lot of places where it's like more quick to the point.
 They're not doing these big lead ups.
 There's not these big, like, suspenseful.
 Like, you got to wait till next week.
 Like, they are now.
 Yeah.
 So interesting.
 Number two, John McAfee, antivirus creator, was found dead in his prison cell.
 I thought there was interesting for a few points for as far as marketing needs the week.
 Number one, it was a, it made it sad.
 I mean, anytime someone passes, I'm not making light of it at all, but it was, there's a few things.
 I know you'll talk about some of the conspiracy side of it.
 Mine is more nostalgia, remembering as like, you know, when the, the CD started showing up in the mail.
 Yeah.
 You know, that you activated like the marketing tactics that I was kind of noticing.
 Even when I was like, I don't know, 13, 12, whatever at first start, I might be younger than that.
 When the CD started showing up for antivirus in the, in the mail.
 Like literally like the pioneer of like, you know, direct marketing.
 I always had the, I always had the pop-ups in the bottom right in my desktop.
 Oh, God.
 I mean, just seeing everywhere.
 Yeah.
 Everywhere.
 And so funny to learn after that.
 Like, and I always was like, you know, yeah, it was like the right time right moment because
 PCs had exploded, you know, in popularity.
 Errors having won the internet was kicking.
 And so viruses started like crashing every, you know, computers.
 And they're like, right time, right place.
 But I was always like, is this really doing that?
 Yeah, it pops up.
 And it's like running through the window on the screen.
 Yeah.
 It's doing these magical things on my computer.
 I have no idea what it is.
 Like, it could have just been a screen saying it's doing it and doing absolutely nothing for all we knew.
 Well, according to him who said he never used it on a single one of his computers.
 I read that.
 I'm not sure it did, but it removed like one file.
 Yeah, like amazing.
 But yeah, and I know there's like, there was like these conspiracy.
 He's, he had tweeted, he was always a little strange.
 Yeah, he's probably putting it mildly.
 Yeah, I was reading a little bit more about his life story.
 And like, there is, he was running from like someone, like in one country, his neighbor died.
 And he had like, fled that country because of the allegations that that and he always denied it.
 And like, it was always kind of aggressive.
 And he was in jail for tax evasion.
 Because he didn't want to play pay taxes.
 You can understand, I guess, but maybe not actually invading.
 Yeah, he wants to pay taxes.
 No one.
 But we do have to if we want to live in America.
 Oh, yeah.
 But yeah, he had a tweet from a long time ago that's blowing up again.
 He had a dollar sign whacked or shwacked, if you will.
 And he's saying like getting a lot of subtle hints that America wants to make me go myself.
 So he got that just as a little signal.
 Like if I show up dead, it wasn't me.
 Who's the same?
 We'll see.
 Interesting.
 We won't see actually.
 Yeah, exactly.
 We won't see.
 But uh, definitely.
 And I don't know if he was 78 or 77 or something.
 Older than I lost.
 Yeah.
 He either really took care of something.
 I had a lot of plastic surgery.
 Like because last photo was like, he looked like he was like 55 or something.
 Oh, yeah.
 I'm definitely going to spend more time like researching more about what he was doing in those later years.
 Because there's going to be a movie about it.
 Oh, yeah.
 For sure.
 It was all these random stories of like, oh, he did this in this country and this in this country.
 It's like dude was just hanging out.
 I'm just getting places hanging out.
 You made a few billion dollars.
 Oh, yeah.
 Almost CDs and people like, you know, being convinced they needed to, uh, you know, how many people like didn't really need it?
 Like adding that virus thing.
 I feel like I remember adding it like bog the computer.
 It's like one more program.
 Back in the day, you had like 44 megabytes of memory anyway.
 Yeah.
 That whole CD was like 22.
 Yeah.
 So it was like, we'll get rid of the virus.
 But we're going to slow the hell out of your computer.
 I feel like he, I mean, that name is now just kind of like, uh, it's like the memories of, yeah, you had internet explorer, you had Microsoft paint, you had McAfee.
 Oh, yeah.
 It was one of those things.
 Every computer started coming with it on there and you could activate it.
 Oh, yeah.
 It's like, yeah.
 Any, any virus more like any memory.
 Because you don't have any hatred over there.
 You loaded.
 It took up a, he's in our memory, but took up your computer memory.
 Yes.
 So, uh, there was an article I want to notate from ad week.
 Jerry Dishler.
 I want to give Jerry some credit here from his five takeaways from the Google marketing live stream this week.
 Any summation of what, what you saw there, what you, what you think we're being told by the powers that be at Google, like we need to do to maximize our marketing on their platforms.
 Yeah.
 Um, my whole, my overall takeaway is use the tools available.
 You're not going, I don't think you're going to like find some magical pathway without using the stuff available.
 And like, it's one of those things like if they have it available, might as well test it out.
 And like use their automations, use their platform, like expansions, there are everything else, um, because it just gives you more opportunities to get in front of your customers.
 Yes.
 I was looking for more of those.
 Yes.
 I will say this.
 I did see and I haven't done it yet because you manage most of the ads now.
 Thank God.
 Um, at least setting them up and running them and making them optimized in your team.
 The, the biggest thing that I saw that I think needed improvement.
 This is very tactical.
 God, it was painful setting up YouTube ads.
 Yes.
 I remember like even a year ago, like we'd have clients or something.
 I'd be in there, like trying to set something up.
 I'm going to play around with it.
 I mean, how fucking hard is it to sit up a YouTube ad?
 I heard it.
 They've made it easier.
 So they say now doing your mobile device.
 I'm like, oh, what device?
 I couldn't do it on the desktop with four screens.
 Yeah.
 I remember I finally like got through and set it up and it ran.
 And there's just like, after all of that, like I might as well have just done something else.
 I know it's like painful as hell.
 I mean, so supposedly that's gotten better.
 I hope so.
 Like it's so funny.
 We're doing automation and AI and we're sending people to Mars.
 But it takes four hours to set up a YouTube campaign.
 Yeah.
 You know, like, I mean, I'm not lying here, right?
 It's painful.
 Yeah.
 It's, um, we set up like programmatic across 27 platforms.
 And it's, and that's not easy.
 But it's easier than setting up a freaking YouTube ad.
 Just the UI in general.
 Just the, have all these weird pages and like layers and stuff to things.
 And I think Facebook's ad manager layout is a little bit more intuitive than.
 Yes.
 And it's not.
 It's gotten a lot better just to be a nightmare too.
 Yeah.
 So we'll see.
 It's finally building and maintaining a brand takes more than simply maintaining sales.
 This was a Nielsen report.
 Nielsen, great for insights and research.
 If anyone out there is in marketing advertising, no matter who you are, really smart people at Nielsen,
 you've, you're here in agency.
 You know who Nielsen is.
 But if you're just small to be in business, go follow Nielsen.
 Lots of good tips.
 This is the go to for industry knowledge research reports.
 They've great podcast report out.
 Someone give them a shout out as an agency.
 Really appreciate all the insights we get for them.
 But this was interesting.
 This goes right at the heart of a lot of things that I talk about with companies and brands.
 We've gotten so performance and sales driven, which I understand.
 Every CMO's got their feet to the fire for driving ROI, totally get it.
 But the importance of a diversified marketing platform and approach,
 not forgetting the top of the funnel and those brand driving tactics.
 Gotta feed the funnel.
 Yeah.
 Yeah, it'll run out and then you're stuck scraping at the bottom of the barrel.
 Exactly.
 And I think people forget that it's, you know, it's a sales funnel or cycle or whatever you want to call it.
 Whoever's thinking you want to buy into it's a cycle.
 It's a cyclical.
 It's a circle.
 It's a ever change whatever you want to call it.
 The point is you have people at different interest points.
 You're not making a sale every day.
 And so brand building awareness driving larger.
 Science building tactics are so important with keeping an active funnel
 that will convert it all levels is so important and so lost today because we just want to go.
 Okay, here's a product.
 Here's a price point.
 And here's how it's going to sell and any insert gimmick here for that.
 And we get it.
 That's important.
 And we have Ecommerce clients and we're fighting that battle every day.
 But until you create broader awareness and purpose and meaning behind your brand at scale,
 it's real hard to convert sales every day.
 So I guess a simple rule of business.
 If you want to be a long term business, you got to do long term marketing.
 If you want to just stick to the short term, conversion only and not do brand positioning, no purpose.
 Sorry, but you're going to be a short term business.
 You are.
 And you know, I'll even, I put my money where I'm out this, this podcast for radical is a brand builder.
 You know, we're the top 150 now and business and marketing specific podcasts on Apple.
 But it's taken three years, but this is a brand builder for radical.
 You know, people get to know us.
 They learn our insights.
 They like the guests that we come on.
 It's not an ROI driver day one.
 But it's building the top of the funnel.
 Right.
 And now about every other client that hires us mentions the podcast.
 Yeah.
 And it took three years for that to happen.
 And it's going to continue to grow.
 But that's, but this is a brand building mechanism for us.
 And so it's like, you have to understand that as a business.
 And I know it's painful because everything's so margin driven and an investment driven.
 So you're either start up and you got no money.
 It's just you and your scrounging it together.
 And you need to make sales or your investment driven because you brought in all this investment.
 And they won't sales immediately.
 It's hard.
 But you got to fight for the long term and not focus just on today.
 Because if you do, you're going to be sorely disappointed and it's in this study in this report,
 which I really curse people to go down the will have a link to it and notes in the footnotes of the episode.
 It really calls out the importance of that top of the phone with driving tactics.
 Definitely.
 So yes, there is your marketing and advertising news for the week.
 Appreciate it, Josh.
 Always good.
 Always good to be here.
 Always good.
 We hope everyone's good out there.
 Wherever, however, whenever you are, be safe.
 And you know where to find us, the radcast.com at the.rad.cast.
 I might Ryan offer it on the platforms and at Josh Chill on Instagram for Josh.
 Go look Josh up, give him a follow.
 We'll see you next time on the radcast.
 To listen to full episodes or to contact us, visit us on the web at theradcast.com.
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 Thanks for tuning in.