A Look Into The Crystal Ball: Top Trends For 2013

Trends for 2013 We're always tracking trends, specifically how Millennials are influencing and shaping culture. They’ll be leading the way with major media shifts in 2013, stemming from their desire to make the world simply more intuitive. The following are five flavors of innovation we expect to see in 2013:

1. Dominance Of The Second Screen

Millennials already move between multiple devices when they watch television as they seek to always be entertained and of course, in communication with their friends. However, the second screen will play an even bigger role in 2013 as social TV becomes increasingly important to engage young viewers and cater to their short attention spans.

This year, we saw some major moves in the social TV space with Zeebox launching in the U.S., which allows users to see what shows are on, what their friends and celebrities are watching, and buy products they see on screen. Bravo also launched Play Live this year, a social TV experience where users get to interact with their favorite shows and ads by responding to on-air polls in real-time and see the results on their TV screen. Both of these, in addition to several other tools, have paved the way for the growth of the second screen. We predict that the event of watching, checking into, and interacting with a show will become the norm for Millennials next year, even more so than it is already, as their favorite shows air.

While live TV has some competition in the digital age, we’ll see a big push on the part of networks and tech companies in the coming year to connect the second screen with the first screen, creating active viewers and constant chatter.

Moreover, this year, we saw strategies such as Tumblr creating live-GIFs of the presidential debates. We wouldn’t be surprised if this is done for other…

 
 

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day:  “Young and Hungry are short 30 minute shows, so I can watch it on my lunch breaks at work. I like the humor and the characters. The story line is easy to follow. It's an easy show to binge watch.”—Female, 20, WS

Following Gatorade’s lead, Under Armour has added their own sponsored game to Snapchat. By swiping up on the brand’s 10-second ad, users can play “It Comes From Below,” an “endless runner” game featuring NFL star Cam Newton dodging obstacles like trees and wolves. The game also allows players to snap and send their scores to friends, along with a prompt to play themselves. Under Armour hopes to reach the 14-22-year-old high school and college athletes using the platform. (Adweek)

Coach is scrapping its mobile app to focus on chat instead. Deeming the app “no longer viable,” the luxury brand is shifting from convincing young consumers to come to their platform to going to where they already are, as part of their “ongoing comeback plan.” The new interactive Coachmoji iMessage keyboard can be used to create sharable mood boards depicting themes from their Spring 2017 collection. In the two weeks since the keyboard’s launch, daily engagement has reportedly already surpassed their former app. (Glossy)

The Obama administration is trying new and aggressive approaches to get young adults to sign up for health insurance. Less than 30% of the 13 million people who have signed up for coverage under the Affordable Care Act so far have been 18-34-year-olds—a group critical to the law’s success. To reach uninsured under-35-year-olds, the administration plans to advertise on video platform Twitch, and social networks like Facebook, Snapchat, and Tumblr. The campaign will revolve around the hashtag #HeavyAdulting and focus on medical issues most relevant to the group, like reproductive health. (The Wall Street Journal)

Family-friendly brands are creating content for Mattel’s updated View-Master toy. The Littlstar Family app—which can be uploaded on to an Apple or Android and then used along with Mattel’s virtual reality and 360-degree capable View-Master—will feature an extensive library of content from National Geographic, Disney, Bento Box Entertainment and Discovery Channel. Focused on immersive, Mattel also plans to launch a VR Batman experience for the toy this fall(Kidscreen

General Motors is going after experience-hungry young consumers who would rather share a car than own one. Their new start-up brand Maven offers a car sharing service that can paid for by the hour or day (no membership fee) and will be “rolling out city-by-city.” To market the new service, the brand sought out “local experts and connoisseurs” to tell stories that will “bring new cities to life.” An additional Maven service that will offer rides to airports will also be launched soon. (Ad Age)  

Quote of the Day: "My favorite show is New Girl  because it makes me feel like I'm hanging out with my friends. It's so funny, relatable, and relaxed. It's also convenient to watch for free on the Fox website.”—Female, 20, IL

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies