Audiences don’t just create trends—they normalize them.
What starts as a Gen Z scroll habit becomes a platform shift. A DIY skincare “hack” turns into an award-winning brand play. A quirky two-person TikTok show? It’s now where the ad industry gets its daily news.
Behavior changes fast—and once it does, it creates a shift marketers need to identify quickly. They’re early signals of what will soon be expected.
In this issue, we look at what happens when trends become the new reality—and how smart brands are adapting in real time.
Let’s dive in.
🎥 Ad news, rebooted — in 60 seconds or less
Tired of trade pubs? So were Geno Schellenberger and Jack Westerkamp. The 27-year-olds behind 60 Seconds of Advertising News have turned TikTok energy into must-watch daily updates for the ad world—think Barstool meets Ad Age.
From a tiny Manhattan office, they drop quick, irreverent takes on ad headlines with flips, jokes, and no shortage of personality. What started as a side hustle now brings in real revenue and agency sponsors. Even Cannes is calling—their “Tiny Terrace Talks” drew buzz at this year’s festival. In a world drowning in headlines, they’ve nailed what every marketer craves—sharp insights, fast delivery, and authenticity.
We know when to tip our cap and this is certainly worthy. Hats off, gentlemen. Well done.
📺 The streaming TV future is now
We know, we know—how can we have more streaming TV news? Well, because in May, Americans watched more TV content via streaming than they did through cable and broadcast networks. It marks the first time that’s happened over a full month.
Here’s what led to the larger shift:
- Boomers hopped on board: It’s no surprise, adults 65+ watch a lot of TV. Over the past few years, this group has been flocking to streaming services. For example, since 2023, adults 65+ are the fastest-growing age group watching YouTube on a TV.
- Cable has exited the original content game:According to Nielsen, cable viewing has decreased 39% over the last four years. This is largely due to the lack of original, scripted shows. USA, TBS, MTV, and others used to be filled with strong programming, but now lack the investment as media executives shift budget towards streaming.
- Increased broadcast volatility:Broadcast has fared better than cable over the past four years, with Nielsen only reporting a 20% drop during the time. Marquee events are still very relevant and do well, but are no longer exclusive. For example, NBC heavily promoted their coverage of the Olympics on Peacock, and for the Super Bowl, Fox decided to broadcast it for free on Tubi.
💎 The power of experience moments—where customers will pay more
According to Qualtrics, nearly 75% of consumers say they’re willing to pay more for a great experience. But here’s the catch: not all experiences are created equal.
The key isn’t to invest everywhere—it’s to invest where it counts. These are the “moments that matter”—critical interactions in the customer journey that shape perceptions, build trust, and drive loyalty. Think onboarding, issue resolution, and post-purchase follow-up. When done well, these touchpoints become pricing power.
For marketers, that means:
- Map your customer journey to identify emotional and high-impact moments.
- Prioritize resources where experience drives conversion, retention, or advocacy.
- Personalize and optimize those key interactions relentlessly.
In a noisy, commoditized market, experience is the differentiator—and the value driver.
That’s Cool!
Vaseline Verified is stealing the show. The campaign tapped into viral skincare “hacks” circulating on social, testing them in real labs and awarding a “Vaseline Verified” stamp to the legit ones—while debunking the dangerous fakes. It’s a masterclass in meeting audiences where they are, validating user behavior, and building trust through transparency. For marketers, it’s a reminder that credibility + creativity + platform-native execution isn’t just a winning formula, it’s what audiences reward.
