illustration of the number five, representing the five subscription business topics for this column, Five-on-Friday

Five on Friday: Apple Arcade, Ad Fraud and Ad Networks

Featuring Nike, Apple, Google and Washington Post

Five on Friday: Apple Arcade

Source: Pixabay

It is hard to be it is already fall. Where did the year go?!! Despite the changing of the seasons, the subscription economy is growing strong. In this week’s Five on Friday, we talk about sneaker subscriptions (hint – it’s not about the shoes)! Also, Apple and Google take their gaming subscription services live, two ad blockers for Chrome are caught in an ad fraud scheme, the Washington Post launches an ad network, and Marketing Profs shares some tips on how to get the attention of millennials and Gen Z.

 

 

Sneaker Subscriptions – It’s Not About the Shoes

 Ad Fraud and Ad Networks

Source: Nike

Last month, Nike launched the Adventure Club shoe subscription service for kids ages 2 to 10. It is a three-tiered service, giving parents options for price and frequency. Zuora’s Tien Tzuo says this is just the beginning. In an article for Multichannel Merchant, Tzuo says it is not about the shoes. Brands like Nike are selling an identity which can be sold just as easily via subscription as it can be in a store. In fact, subscribers who crave the cool factor get even more “coolness” through a subscription box service because they receive cool products on a frequent basis.

In addition to the identity, Nike and other brands are creating a membership through the ancillary items they sell or provide along with the primary product. Nike, for example, has created an actual club for kids who subscribe to their subscription box. Along with their regular shipment of sneakers, they also get adventure guides with outdoor games and activities that kids can do with their families. This carries the brand beyond the shoes.

That goes without saying that the subscription service also helps Nike create sustainable, recurring income, a smart proposition for any company.

“We’re in a new era: the Subscription Economy. Companies like Nike will continue to expand their market share and scale as they deliver personalized and convenient offerings catering to new consumer demands,” said Tzuo. “I predict that all the big shoe brands are going to start rolling out their own subscription programs within the next couple of years.’

Apple Launches Apple Arcade, Google Steps Up to the Plate 

Months ago, we were teased with yet another subscription service from Apple. It has finally launched, and reviews so far have been promising. There is a wide variety of titles, and the subscription itself will only set you back $4.99 plus tax a month. The new service is currently available to everyone that has iOS 13 or iOS 13.1 installed on their Apple devices. When the service first became available, there were over 50 games available, and that has plans to almost double soon. Weekly releases are to be expected, reports Mac Rumors.

However, Google is hot on the trail. Google Play Pass was announced a few months back, but it launched this week. CNET reports that the service is also $4.99, and already has 350 games included in the service. It is also reported that Google wants the service to go further. This includes bundling it with other types of apps like health, fitness or photography. This would allow Google to push the limit and offer types of services that Apple currently does not offer as a subscription. Polygon reports that the service also has no ads or in-app purchases. Unlike Apple with weekly additions, Google will be adding new games and apps on a monthly basis.

Apple has exclusive titles, and Google does not need exclusivity to be included in the app.

With Play Pass’ launch, this allows Google to make a broader step into the world of gaming and show the world what they have under their belt before the launch of Stadia in November. The gaming wars are heating up!

Five on Friday: Apple Arcade

Source: Apple

Two Ad Blocker Extensions Committed Ad Fraud through Cookie Stuffing

 Ad Fraud and Ad Networks

Source: Bigstock Photo

Two popular Google Chrome ad blocking extensions have been committing ad fraud, stuffing cookies into the web browsers of millions of users to generate affiliate income. According to The Hacker News, the ad blocking extensions were posing as AdBlock which has more than 800,000 users and uBlock Origin which has more than 850,00 users. Combined, the two extensions reached more than 1.6 million active web users, and they stuffed cookies from 300 websites.

By stuffing or dropping cookies, the companies posting as AdBlock and uBlock Origin were dropping affiliate cookies into unsuspecting web users’ browsers without their knowledge or permission. If the web user happened to buy something online, the cookie stuffers would fraudulently get commissions for the affiliate sales. Initially, Google did not remove the extensions from the Chrome Web Store. After receiving complaints from AdGuard researchers, Google agreed to remove them, hopefully stopping the damage from escalating further.

The lesson to learn here: not everyone online is who they say they are. Do your due diligence before using any browser extensions. 

Washington Post Launches ‘Zeus Prime,’ an Ad Network for Publishers

Last week the Washington Post launched Zeus Prime, an ad-buying user interface for publishers to buy premium advertising on The Washington Post website in real time. The Post’s focus on creating the tools focused on three key areas – scale, targeting and performance. Through 2020, the publisher will add additional local and national media companies to the network to make the tool valuable to advertisers of all sizes.  

“We believe that local news can move beyond sustainability into profitability with state-of-the art tools to make buying, targeting and transacting more efficient,” said Jarrod Dicker, vice president of commercial technology and development in a September 17 blog post. “Through Zeus Prime, buyers will be able to easily execute an ad campaign by creating an ad format in a single click and targeting across a marketplace of trusted publishers.”

Dicker added that, through the Zeus Prime self-service platform, advertisers can create a campaign will take less than a minute and it can be launched within a day. The platform includes one-click creative, so there is no need for design work, coding or delayed launches. Learn more about the Zeus Prime platform on The Washington Post blog

Five on Friday: Apple Arcade

Source: Washington Post

How to Reach Millennials and Gen Z on Social 

In a recent study conducted by The Social Habit, it was found that social media usage was down this year. Convince and Convert analyzed these findings, and it breaks down how much social media has been used over the last few years, who is using it, and how it is growing. The study was conducted with 1,500 people across a variety of ages, backgrounds, and social media platforms.

Social media currently has peaked. Approximately 223 million Americans have used, or are using, social media in 2019. These numbers are up from last year, but down from 2017. Overall, however, the usage remains unchanged, so the pool can’t get much wider.

While social media usage is at its peak, in the 13-24 age group, it was reported that numbers were down as a whole. Facebook usage was down 12%, Twitter is down 7%, Pinterest is down 5%, and LinkedIn is down 2%. Currently middle-aged Americans (35-54 year olds) are driving social media usage, at least in the realm of Facebook, Pinterest and LinkedIn. Convince and Convert reported that Instagram, Snapchat and Twitter continue to have more users under 35 than over 35. According to the study, Snapchat was the only social network with stable usage. Instagram’s usage was up 2% from last year.

With these statistics in mind, how do you attract the attention of Millennials and Gen Z?

Gen Z grew up with technology and, on average, they spend 74% of their free time online, and social media influences 80% of their purchases, says Business.com. Gen Z does not respond to outbound marketing that has worked in the past. Instead, it is the relationship between a brand and its customers that are the most valuable. Here are some quick tips to reach Gen Z from Business.com:

  • Make it mobile and make the experience mobile-friendly.
  • Use influencers to promote your subscription products and services.
  • Gen Z responds favorably to brands that are socially responsible.

Millennials are also not swayed by outbound marketing. Instead, they want to feel like they are part of a community, reports Tabloola. Give customers experiences in different areas – brick and mortar and online, for example. Create opportunities for prospects to engage. Be authentic and social on social media, and do more listening than talking.

 Ad Fraud and Ad Networks

Source: Bigstock Photo

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