Weekly Marketing and Advertising News: The Future of TV and Streaming; Sour Patch Kids TikTok April Fools Prank Fund; Pepsi and Anheuser Busch TV Shows; Anthropology Digital Catalog on Pinterest

 You're listening to the latest radcast news update here's Ryan and Riley.
 Hey guys, what's up? Welcome to the latest edition of the radcast news. It's Friday, March
 26, 2021. And we're here with the latest and greatest in marketing advertising news.
 For all you ad junkies out there, I'm always joined by my lovely co-host, Riley Clark. He's
 also the producer of the radcast and content extraordinaire. Thanks. I'm on the titles.
 I'm just up with new ones every week. I know. I know. But it's fun. It's fun. How is
 your week? So you were gone in Mexico and how was your trip? It was great. We had a really
 good time to call the boys. The first international trip with the boys and lots of safety protocols
 in place. But we sped through. We went through Charlotte. And we sped through customs on both
 ends. There's a lot of safety stuff, but which was good. But very nice getaway. It was
 four nights. And so the boys loved it. I mean, who wouldn't want to be in Mexico or
 resort like with all you can drink like slushies and everything else and lots of water slides.
 And you know, it was nice like eight degrees and got a taste of summer here early. And so
 we had a great time. It was a very good family getaway. Oh, nice. I'm happy to hear that.
 Happy to hear that. I know. Gearing up for the spring. It definitely
 had me. You know, we've been seeing a little warmer weather, but it like took another
 step for me. Okay, yeah, I'm ready for that. So ready. I just, I like miss the sun. It's
 been so rainy here in Greenville. If you're in the Greenville area, then you know, but
 and you know, I think like most of the east coast anyway, it's just been kind of dreary
 weather. But yeah, I mean, the rain. I'm just like, can you go? Ready for the sun.
 Rain, rain, go away. Ready for the sun. Very, very excited. Yeah. So, you know, short,
 work week for us, but it's been good. We've got a lot of new projects gearing up and pretty
 excited for that. We've got several new clients and lots of exciting things happening on
 the radcast and excited for our release next week. And if you didn't listen, we had Jan
 Bednar on on Tuesday. Go take a listen to that. The hardest part of e-commerce is actually
 getting the product in your customer's hands and shipmunk and Jan's team are really focused
 on that and growing and doing, you know, turnkey fulfillment and, you know, being a kind
 of e-com junk junkie. It was just fascinating and kind of talking to you, you know, that
 side of it. So I really enjoy that episode. So if you haven't listened, go, go give it
 a, a gander. Yeah, it was a really good episode. I liked your
 else conversation and you all said a lot of things also about the entrepreneurship journey.
 And you all talked about, you know, the risk of entrepreneurship and even just understanding
 what that means for the business you're building. And just general entrepreneur characteristics,
 things like that. And I think I think that was a really cool part of the episode too. And
 just the conversation was great. So definitely would recommend that episode to anyone, especially
 if you're trying to get in the e-com space or if you're an entrepreneur yourself, there's
 definitely a lot to take away from that one. Yeah, it was. We definitely dove down that
 entrepreneur path and some of the pivots they had and just talked to even about the, the
 gene or, you know, what it takes to kind of have that entrepreneurial mindset. And so
 pretty fascinating on multiple levels. And then looking forward to next week's release,
 we had a really good talk, you know, if you've seen, if you haven't been in a cave somewhere,
 and you've seen the growth of TikTok, the video platform. Just a little bit. Yeah.
 Let's TikTok. In the vortex, you go down while watching TikTok videos.
 And then you scroll too much. You've been on TikTok too long. You should take a nap. You should
 go drink some water. And it's like, wow, thank you for calling me out right now. But yeah,
 some right. And I talked about all the growth and there did a really interesting study on what
 it takes to be successful in the platform, why the platforms been successful, the ingredients of
 it. So really great. Good informational for any marketers or any business out there for,
 you know, what and how to leverage the TikTok platform. Yeah, it was a really good episode. He,
 it, you know, to kind of relate everything a little bit. He works at Neuro Insight where Tyler
 Lewis worked. And if you remember the Super Bowl episode, he Tyler Lewis was the kind of analytics
 expert that was kind of walking us through the TikTok, TikTok NFL halftime and advertisement stats
 and how those advertisements performed. And so some rot when he comes on, he's from that same
 company and he'll be talking with us about TikTok and just kind of looking at again, you know,
 Ryan, you already explained all that, but that'll be a great episode and it'll be a two part
 episode. So we'll have one really good conversation with him and then we'll have another one where
 we dissect a little bit more like what brands and ads and big brand plays can look like on TikTok
 that can live appropriately on that platform. Because again, you can't look at TikTok like every
 other platform and you all kind of talk about that. Good amount. Yeah, so it was good. So hopefully
 everyone's been keeping up with the NCAA tournament and your bracket hasn't been busted. You know,
 I think Riley and I both our teams, my team went out even earlier, so I can't say much.
 Clemson knocked in the first round and WU had their issues as well, but so no love for the home
 teams here, but it's been fun. It's been a little weird though because the schedule's been
 different because you usually have that Thursday, Friday, Saturday, Sunday, and the games didn't start
 till Friday. It threw me off a little bit. Even being in Mexico is kind of like watching, you know,
 and the games or whatever. And I'm like, wait a second. I hadn't even started, but it's been good.
 But they're all in happening and they're all on the same place, aren't they? They're all in any
apolis. Yeah, isn't that we that's normally not the case, right? Isn't it normally like
 they spread out all over the country. So they've had them in their little bubble, you know,
 trying to be a little more safe and keep it a little more controlled. So it'd be interesting how
 that plays out in future years. But yeah, but it's been fun to watch and I guess that's it. And
 here's Riley with the news. Here is the Radcast news.
 All right. So our first episode episode topic for today on the news episode, all the words here.
 NFL, you know, used to feel like you won the lottery when you like bought a spot on an NFL,
 you know, whether Super Bowl or advertisement or whatever it is. And, you know, to be able to
 put your ad in a Super Bowl or football game, it was like a big, big deal. But obviously,
 we've talked a lot about this on the Radcast TV is not really what it once was. And so there is
 this question of streaming platforms and, you know, what that's going to look like in the future
 years and the NFL is looking at transitioning into streaming platforms and things like that.
 So, you know, I know you have a lot of thoughts on this. So I'll let you take away.
 I mean, so it's interesting. It's kind of like what in some ways, little changes, even though
 viewership and different things, a lot of core cutters are out there. But the same players that have
 always been there have won the rights again for the NFL and BC, CBS, ESPN and others. And
 you've had this growth of streaming platforms happening between Netflix and Amazon and Disney,
 all these channels. While the one thing that's kind of held, paid TV subscriptions together has been
 sports. And thus, you saw, you know, in the most recent bids, a lot of those same entities have
 held on to their rights to the games and really just to keep alive their legacy products of TV
 subscriptions. While they're also trying to grow their streaming platforms. And so I don't think
 this is great for consumers because, you know, what's happened is, look, I think people understand
 you have to pay for content. You know, like, it's not like Netflix is free. It's not like Amazon's
 free. Right. You know, none of these, but it gives you it's on demand. You get what you want when
 you want it. And TV subscriptions have remained a you got to buy 400 channels for the three that you
 really want to watch. And a lot of people have maintained those TV subscriptions for sports.
 And so it's kind of like what's old is still new. Like, you know, like there's going to be a little
 bit more streaming within these platforms. But I think this is why I'm even going to take this
 step further. You know, there's been a decline in overall sports viewership overall. And I think
 you can actually point to this because consumers want to digest content differently than they have.
 There are changes. And that's why you've seen the growth of these streaming platforms. And so
 fewer people watching live sports because it is certain there was there was great enough affinity
 to overcome that. But what you're seeing is consumers are going, you know, I'm going to cut TV.
 Yeah, I love the NFL. I love my teams. But they're getting to the point where they're just not
 going to tolerate the format and paying for stuff that they don't want. And so I don't know
 that they're helping themselves in the long run. And they're trying to maintain these legacy
 dollars. And I get it. Look, it's you got to pay for all this content. You've got to pay all the
 stuff works in a cyclical manner where the reason that you can pay what you pay is because you have
 the volume of people watching and the advertising dollars coming in that offset that cost. I understand
 that it all works together. But the reality is the behaviors of people are changing have changed
 will pass this. So you're going to continue to see a decline of you're going to see a decline in
 people paying for TV. You can see more card cutting. And you're going to see a decline in sports
 leadership. And they're on a real slippery slope if you asked me because if people get used to not
 seeing something, not doing something, then they might lose that affinity altogether. I even have
 relatives that I swear would have never stopped watching Pittsburgh Steelers football that just said
 I'm not going to I'm not paying for cable TV anymore. I don't mind paying $17 for the content
 that I want on Netflix. But I'm not going to spend $95 a month for when 80% of the content I don't
 want. Exactly. And it's a real problem. And I think and I understand and look, these are multi-billion
 dollar decisions. It's not easy decisions. But I don't think it's consumer beneficial that these
 same large media entities have maintained these rights and bought them. Then today it's a free
 world free market like they paid for they bid for it and they want it. But I think it's a real
 slippery slope with you know, if the reason they can charge the money they can is because people
 love their teams. They love the NFL. If they decide that my behavior is such that I'm not going to
 pay for it and you stop and you lose that affinity, they may never come back. And then they won't
 pay for it when you do move to streaming in seven years. Exactly. And that is kind of a danger if you
 think about it because you know, you bring up like obviously and I've said this before on the
 podcast, like I don't even have cable like, you know, we've talked about that before and like what
 that's doing anyway. But you know, games for me, I'm either streaming them or like the WV Sarah
 Qs game the other day, I streamed that game, you know, from the ESPN app like on my Roku.
 And did you know, the free trial or whatever because I also don't want to pay just for one game,
 you know, for this whole subscription or whatever. But you know, from there,
 if you need to go and watch another game, that's when you go out to, you know, a sports bar or
 you go to, you know, a Buffalo wild wings where you know, they're going to have the game on or
 whatever because those I think would be the places that would stream, you know, like the
 would stream or would keep the TV. But it's not benefiting everyone the same way it used to just
 because of how things are moving. But you know, they make a point, you know, it's very ironic how
 this is transitioning. Well, and everything that we're doing is becoming more consumer friendly.
 And then this seems to push against that. And it'll be interesting because if you looked at
 like some of the details of the contracts, like they can stream like 1% like, like only a percentage
 of this like Disney can do it. Amazon bought the rights to Thursday, which is, you know, one,
 one inkling of hope towards this type of streaming and all that, but it's not enough.
 Because, you know, NBC and CBS and Fox are going to, you know, maintain like 95 percent of it is
 going to only be through paid, you know, traditional TV service. And so I don't know, I think it is what
 it is, but I think you're going to, I just think it's a dangerous slope they're on with, you know,
 how much if you, if you ignore consumers long enough, they don't always come back. And so we'll
 see how it plays out. We'll see how it plays out. And it's kind of leads us to our second topic. So a
 lot of companies like Pepsi and Anheuser Bush have been looking towards creating TV shows as another
 way to promote their brands, which is really interesting because it does create a different
 engagement level with their consumers for how their brands, you know, live and breathe on, you
 know, on a TV platform. But this will also be done on streaming platforms as well, which kind of
 leads us into the point where we're just going to talking about. But as far as a brand play,
 I mean, we can talk about the TV part of this and we can talk about the brand play part of this,
 but I like this a lot because this is something that you see these kinds of brands living.
 I don't think they're changing their brand perspective or their brand narrative as much as just
 trying to like interact on a larger level with more people and like, how do you do that?
 What's in front of them with their phones or what's, you know, with the screen or whatever it is.
 Yeah. And it goes hand in hand with the first one in a way because this is the opposite. This
 is going and changing as consumers are changing because what's happening is all these streaming
 platforms are bringing around at free content. And so as a brand, how do you get and keep your
 brand in front of consumers and stay relevant? And this is how you do it. You build content around
 your brand and you build it in a way in a way with which consumers are consuming. And they've said,
 you know, consumers are quietly telling us, I don't want 17 commercials in my one hour TV slot
 that I'm watching. But I understand that there has to be a give and take here.
 I give it take exactly. And so thus brands like Pepsi and How's your Bush building content,
 building show content that still gives brand attribution. And you know, I haven't seen
 the content itself, but I have to imagine, you know, be entertaining. You'll be today content
 that's engaging and it makes sense. Hopefully, you know, but it makes a ton of sense. And I think
 you're going to see more and more of this. I think, you know, we talked about the, you know,
 the old spice barbershop, you're going to just see more of these experiential and overall
 brand plays that live outside of the norm of the 32nd TV spot, you know, and I think
 that at the end of the day, this is all about the death of the 32nd TV spot. And there's a lot of
 people in our industry that don't want to hear that. They hear that. They roll their eyes and they
 go, well, you know, we're out of the high by store. Well, this bus is moving fast. And
 generations are changing like not to be funny. But I mean, like, it's just changing. And like,
 if you're not going to keep up with the change, you're going to get left behind. Yeah, yeah.
 And it's not like a narc on what you've done or it's like what TV has done for us in a today sense,
 but like if we can move on this train forward, it's not going to be a great look for your brand.
 Well, you know, it's no different than like, you know, Anzu.io. We had,
 get a more affinity. Yeah, the more affinity in game, you're going to just see more unique
 more ways for brands to get out there. You know, this is they, they, they're doing programmatic
 in game advertising. Literally, I'm racing the car and there's a billboard up on the side of the road.
 And that's programmatic. That's, that's auction real time. That changes. Now, this is where you
 get into the other, you know, going to where the consumer is in a digestible way,
 in an interesting way. This is no different in, in more of the TV and long form format.
 I think you're going to see more and more product placement. Like, you know, like,
 from Amazon being in the room on some iteration of say by the bell or whatever the TV shows are now.
 Exactly. I mean, they're everywhere. I mean, you can't watch a Netflix show without someone
 being like, well, I'm going to take a lift. And it's like, okay, wow, I wasn't paid or anything.
 Or, you know, you see like someone casually have their Microsoft, whatever. And it's like,
 definitely a flash at the low. I mean, you're seeing.
 What's forcing innovation in how, how the product placement and how, how, how brands pivot into,
 you know, getting those impressions in a different way. And I think the winners and losers will
 pan out by the ones that are most innovative. Looks like any any any other thing. And
 it's just forcing the media changes and the way that people are consuming media, the way that
 people are using their time is forcing these changes at a rate that's never been seen before.
 Because forever and a day, there was just so many, there were only so many ways with which to
 consume media. And now it is endless, you know, not the 100 ways you can do it on your phone.
 Much less to how you do it at home, on your Roku or your Xbox or, you know, insert video platform
 here. Right, right. Exactly. And so there's only so many screens, but there's a lot of different
 channels within those screens that don't live within the framework of a TV box.
 No, I mean, it's true. It's true. And I mean, you see it on collaborations, you know, with
 influencers on apps or, you know, things like that. I mean, you're seeing this breathing in a
 different way as well. And I think it's just a different way to show the show social proof of
 like what, you know, the brand, what the product should do and what it can do. You know, um,
 how many times will they say Pepsi in the Pepsi spot? The 30 minute show or however long it is.
 And that's going to be interesting. You know, there's like these, these boardroom discussions,
 well, okay, I'm behind it. But how many, how many impressions are we getting in this, uh,
 well, an hour, you know, video? Well, and I will say this too. So this is a very interesting way.
 So like Pepsi is also using this kind of platform as a way to even showcase new flavors. Like
 the Pepsi mango, Pepsi mango flavor, which I'm very curious to try about. You knock on Coke.
 So I'm going to see what you, I'm going to see about all the ancillary flavors of things of
 like stuff. I get behind cherry, grape, all that. Mango is kind of, uh, not so favorite flavor.
 It might be really, really good. I'll try anything. So we have like a Pepsi's mango zero. I'll try it.
 Yeah. Yeah. I just refused to have calories in my soda now. Now ever since the invention of Coke
 zero, I never like Diet Coke has that, that kind of weird taste or whatever. But Coke zero like
 hit the spot for me. Yeah. Yeah. Pepsi zero is close. It's not quite as good as Coke zero. But
 yeah. See I'm about to eat no Coke all the time. Coke zero is like the bomb. I'm not gonna hear
 that. That's awesome. That's awesome. Um, see Coke. We love you. Yes. Um, no, but, but no,
 so I mean, I think that'll be an interesting way for them to, you know, show new products,
 things like that. And I think obviously that's part of a takeaway from this kind of, uh, this kind
 of, um, move from them. Yeah. Next topic is Sour Patch Kids. Oh, yeah. As soon as you had this
 topic up on the board, I was like, yes, I love me some Sour Patch kids. Yes. Right. And also,
 it like makes me want to go to gas. My favorite movie candy is Sour Patch. Um, yeah. I don't eat
 much candy anymore. And it's around me all the time with my kids. But if I go to the movies,
 I'm like getting me some Sour Patch. Or like the air headache streams or like, oh,
 my kids love those. It's Sour Patch Kids giving you a box of those. And so let me get it down.
 And let your tongue feel horrible. Yeah. All it does is like, it's like an hour later, I regret it,
 you know, but like, but this is a really cool move. So they're doing an, um,
 in April fools, uh, TikTok, uh, they're calling it a prank fund. And essentially, they're trying
 to get people to prank, um, on TikTok. It's a big trend on TikTok anyways to create these
 pranks. And so they're doing, which is smart because, you know, we've got to be thinking about
 these things. April 1st is coming up. So if it makes it to your brand, obviously, hopefully,
 you've already been brainstorming that kind of day. Um, but this is a really cool way to, again,
 to interact with the TikTok community, create natural and organic user created generated content.
 And then essentially, you have to include a hashtag and then Sour Patch Kids will essentially,
 if I remember correctly, they comment on the video, tell you that you were one of the winners,
 and they're giving out, um, like $1,000 and a couple other things. I think it's like 20 or 25.
 People, uh, get this, get this, uh, fund. So yeah, I like it. It feels like a good organic play,
 playing off TikTok, playing off, uh, you know, the brand of Sour Patch Kids. It did remain
 agreement. I don't know if you're probably too young to remember this, but garbage pale kids.
 There used to be these cards. I don't know what it is about it. Yeah, too young.
 Too young. You know, they were like kind of gross. It was like these, uh, mixed characters of like,
 semi, it was like a weird town. Like then early 90s, maybe, but, uh, the, uh, yeah, what a weird time.
 No, I'm just kidding. We back y'all in the anyway. Um, but yeah, it feels smart to me.
 I don't think I was thinking it was like, you know, is planning ahead for April fools.
 I guess you have to have the best pranks, but it's like, is it kind of like giving it away if people
 were planning and you're promoting April fools? Is it real? Are you going to fool people?
 Like, I hear you on that. I hear you on that, but I think it's an interesting way to like,
 it will throw other people off because in the moment, you're not going to be expected to be pranked.
 Yeah, sure.
 Because TikTok videos the way you see like pranks done on TikTok or whatever, there's a phone hidden
 or something. I mean, yes, I think some of them are still going to be scripted because if you
 look at any of the, you know, content creators on TikTok, they've scripted their stuff, you know,
 but it's going to be interesting.
 Well, it plays naturally to the platform because I do feel like every other video on TikTok is
 someone pranking, you know, like some guy cutting his figure off in his mom's kitchen and,
 you know, blood spreading everywhere. And she's like, it's kind of like the natural play,
 but, you know, if you could get in on that borrowed interest, I think it makes sense and it's
 cool. And hey, you could tell me this hour passed kids were like, I don't know, doing something
 completely stupid and I'd still like them because they're delicious. Yes, guilty pleasure.
 Yeah, exactly. Exactly. And then our last topic for today, I love this because first of all,
 I love Pinterest for the reason that Pinterest to me is just, I'm a very visual person. And so
 Pinterest is just my go to when I'm trying to look up something, when I'm trying to do
 anything about a trip or whatever my first go to actually is Pinterest. And then I go to
 Instagram and see, you know, the location and then I try to find the spots from Instagram. But
 Pinterest is doing a really cool thing or I should say anthropology is doing a cool thing with
 Pinterest and they're creating a digital only catalog. And it's the first time anthropology has
 done this, but they're putting it on Pinterest, which I think will be a really cool place for this
 kind of thing to live. I think it's perfect with anthropology brand, you know, what are your thoughts?
 Yeah, no, I think it's great. It's this convergence, you know, you've normally thought of
 catalogs as these printed things that come in the mail. You've seen this shift to digital,
 you know, you started with like very rudimentary like PDFs that, you know, turn the page or whatever,
 like you swipe. And it goes to the next page. And now you're seeing the integration of shopping
 tools and things like that. I did play around with this a little bit before our episode. And
 it's really pretty cool, but like half the product already sold out, so it seems to be working.
 The only thing that I didn't love was like, if you go within the catalog and you create like tap
 on the lamp and you hit lamp, it brought up all the lamps that were for sale by a lot of different
 brands. So I was like, that seemed a little weird. Like if I'm anthropology, all of it, I want,
 you know, to bring up that guy. I think it's just the way that it's interesting that that
 you, and maybe you know, I'm, you know, on the platform, like, and I can like, if you need to,
 you can like hit the magnifier, whatever. And you can like click or if there's a tag on a lamp,
 lamp, or if you need to look up something particularly, you can basically create a crop of what
 you're wanting to focus on. And it will generate the exact same image from other vendors or other
 people like selling or whatever. So it's very interesting that anthropop, like it's not
 an apology stuff. And you, there was tons of links to anthropology. So it wasn't like they were
 missing out completely, but I just clicked on like the categories that was like tables, lamps,
 you know, lamp shades, whatever it was. And then on the right populated all these other stores
 and like, oh, okay. I don't know if that's the execution I would want from a brand perspective.
 But you could definitely get there from the other links on the page, but that was one of the
 observation. But it, look, you're going to see you, this is not a completely new thing, but
 you're going to see more and more of these visual catalogs like this playing out, you know,
 a lot of people are pretty hot on Pinterest here this year and next this travel and other things
 start to come back into play. Pinterest is, is kind of owns the, the kind of visual search category.
 I mean, I guess, you know, Instagram could definitely fall on this category as well. But
 Pinterest has got to be, you know, the leader, you know, with kind of that visual catalog. And
 you know, it's definitely grown. Their capability, you know, I used to buy ads on there,
 like three years ago, and it was like a nightmare, but they've gotten better with their ad buying
 platform. They're getting, you know, kind of the whole system and integrations into play,
 which are better. So I think you're going to see a lot of growth potentially for Pinterest if
 they can continue to kind of improve their UI and some of their ad tools. But yeah, it's,
 it's, you're going to see more and more of this integration. And if you have a catalog,
 it's kind of a natural extension, especially with their audience and skewing, you know,
 female and younger, a little bit anthropologies. And then I think, I don't know if it's
 great in barrel. Someone else had done their catalog on here as well and seemed like,
 says, and again, like half the products, at least the ones I clicked on when it said sold out
 when you went to the website. So yeah, it's clear to work. Yeah, it roost in the pudding. So yeah,
 yeah, so you know, one more thing, one more, one more less printed piece of paper.
 Honestly, save the trees. No, I'm just kidding. But honestly, but it's, it's a good thing. I think
 it'll be a fun space for Pinterest to keep developing and growing. I mean, like people are saying,
 you know, it's funny when I was looking this up. And then like every other article that followed
 up with it was like, put your stocks and Pinterest. Yeah. No, I think there are ads. No,
 I think there's a lot of potential growth. But if they keep refining their ad tools and
 there are things like that. Exactly. But now that's it for the radcast. Cool. It's been a good week.
 We appreciate everyone following along. You know where to find us. We're at the dot rad.cast
 on Instagram. You can find us on the web, the radcast.com. And I'm always at Ryan Allford on Instagram.
 And as always, I appreciate you, Riley. Absolutely. Yeah, I appreciate that too. We'll see you next time. See you.
 Yo, guys, what's up, Ryan Allford here. Thanks so much for listening. Really appreciated.
 But do us a favor. If you've been enjoying the radcast, you need to share the word with a friend
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