Nov 9 2021 Ryan Manchee Blog DIAL: Digital Innovations Awesome List (November 2021) At Basis, we know that keeping up with trade pubs and latest trends can be tough, not to mention time-consuming. To make that easier, we’ve compiled all the articles, reports, and other bits of awesomeness you may have missed, but should definitely read. Enjoy our latest list below! A Q&A with Author and Metaverse Inventor Neal Stephenson [:09] There’s been lots of buzz about the metaverse lately, but the idea has existed since 1992, when science fiction author Neal Stephenson coined the term in his novel Snow Crash. In this Q&A, Stephenson has some choice commentary about the future of a VR-enabled metaverse, i.e.: “The idea that we’re all going to be so freely moving about in a planet-sized environment, I think is still a long way from being realized.” He also shares his view on the current and future state of social media: “You are the product.” Facebook Knows Instagram Is Toxic for Teen Girls, Company Documents Show [:23] In the non-meta social media world, this long-form WSJ article delves into what many have come to realize: That the artificial lives we portray, the filters employed on photos, and the algorithms that surface interesting content across social platforms are unhealthy. Advertising has played a role in supporting this, but can also play a role in helping to fix this serious issue. Inside The Unredacted Antitrust Lawsuit Against Google’s Ad Tech Business [:08] A multistate suit against Google that alleges anticompetitive ad tech policies and collusion with Facebook to rig the digital ad market has been released nearly redaction-free. AdExchanger provides some highlights, including take rates of upwards of 40% and slowing down the load time of non-Google served ads. TikTok Hits 1 Billion Users [:01] In just over 5 years, TikTok grew to over one billion users. Hit the link for a chart showing how long it took other major social platforms to reach one billion. This growth is despite enormous pressure from regulators around the globe and increased competition from copycat products. The platform has impressively marketed itself, and quickly become a destination to drive high visibility and sales. Hollywood’s Next Billion-Dollar-Brand Builders [:12] The original influencers—actual celebrities—are lending not just their star power and funds, but their creative abilities to build brand empires. From skin care to tequila, Jennifer, Ryan, Gwyneth, Dwayne, and many others are not just A-list celebs, but A-list celebs adding authenticity to new disruptive brands. The Art of Rebranding for the Digital Era [:08] This AdWeek write-up tackles rebranding, specifically around updating logos for digital-first (really smartphone-first) environments and how a minimal, sometimes retro feel can (un)ironically make an established brand feel fresh. Ornate and elaborate logos can get lost in a sea of content, and may not allow a brand, like Velveeta, to evolve as a “lifestyle” brand. PS: Did you hear that Centro rebranded to Basis Technologies? And is now a technology lifestyle brand for more than just marketers? Forrester 2022 Predictions [:15] Forrester has released their 2022 guide of predictions, envisioning the rise of the Chief Trust Officer, bias bounties, decentralized digital identities, and more. U.S. Advertising Employment Rose by Only 1,000 Jobs [:04] Employment in advertising, public relations and related services increased by just 1,000 jobs in September, the smallest job gain since the spring. For the overall economy, U.S. employers added 194,000 jobs, the weakest employment increase this year, according to the monthly employment report from the Bureau of Labor Statistics. Agencies are watching staffing levels closely. Even before the COVID-induced recession began in February 2020, ad agency employment had trended downward from the record high of 208,800 jobs reached in 2018.