Are you thinking about your audience wrong?
There’s the audience you envision and the audience you get.
Some brands are well aligned.
Some (like Stanley Thermos) discover they’ve gotten a new audience and adapt.
& some (like podcasters in the article linked above) might miss an opportunity.
Shifting screens
Piggybacking off the ads in Prime Video post from earlier, the end of the free money train means streamers are shifting from a subscriber growth focus to a profit growth one.
Which means higher prices or (more) ads.
Or both, just in different tiers.
Also, there may be no such thing as “premium” in streaming:
Streaming ad price ranges are narrowing. The high ad prices Disney+ and Netflix initially asked for have lowered.
Is this the digitization of ad prices? The closer a platform gets to having an online self-serve, the more price parity they’ll have with alternatives.
More ads in more places: Prime Video edition
Starting in early 2024, Prime Video shows and movies will include limited advertisements.
In the U.S., [Prime Video ads] will reach an estimated 115 million viewers on a monthly basis.
Amazon now papers over any profit problems by turning up the advertising dial.
Using a noun in place of a verb turns something from an action into an identity.
Example: being “someone who runs” vs. “a runner”
But…
This won’t work if the noun you’re using sounds patronizing.
It probably also won’t work when the noun you’re using is polarizing.
And if you’re trying to encourage action, don’t use a noun that seems time consuming and costly.
When should you use it?
for encouraging customers to cement their existing behavior.
Embrace the fandom, use nouns.
From a piece on holiday campaign inspiration:
Gap leaned into the nostalgia around their vintage pieces and crafted a campaign that told the stories of diverse families spanning multiple generations, all leaning into Gap’s products.
From a piece called Nostalgia isn’t enough on the same campaign:
The problem here is not only deep-rooted creative staleness and corporate risk-aversion, but the fact that both brands are pushing for nostalgia as a strategy when it’s only a tactic, and for believing that only select people are iconic in the post-icon age.