Discoveries big and small

Generation Z, known as Gen Z, is used to consuming video content on social media from an early age. TikTok, this generation's favorite app, lets them consume content for entertainment without the need to choose what to watch. Two recent studies caught our attention: a study published by Adobe in January 2024 and YPulse's Media Consumption Monitor.

TikTok takes on Netflix

When Gen Z is asked about their use of entertainment services, Netflix is still in first place in the rankings, followed by TikTok. Not only does TikTok overtake all other social media platforms, but also traditional media platforms. This may be explained by the fact that Gen Z predominantly uses smartphones to view content. Add to this TikTok's ease of use, since the application suggests content while learning about users' interests, and Gen Z don't need to question themselves about the content they want to consume. Tiktok removes the decision fatigue that young people feel when consuming streaming services.

TikTok becomes a search engine

Generation z goes beyond the intended use of the TikTok platform - entertainment - to turn it into a source of information. TikTok is seen as a search engine for this younger generation. Gen Z uses the app for recipe suggestions, fashion advice, product reviews and more. Google, however, remains the leading search engine for Gen Z, who see Google as favorable for searching and retrieving information. Following this use of TikTok, brands will need to review the content they share on the platform in order to meet users' search intentions.

Despite the entertainment possibilities, virtual reality faces certain limitations in its immersive capabilities. To overcome these limitations and enhance the user experience in its parks, Disney presents HoloTile. This new technology revolutionizes the augmented reality experience!

How does it work?

HoloTile is a multi-user, omnidirectional, modular and expandable treadmill designed to deliver an immersive virtual reality (VR) experience. This innovative system enables several users to participate simultaneously in a VR experience, allowing unlimited movement in all directions without the risk of colliding or running off the platform. Once you've put on your VR headset, you can walk in any direction without ever moving in space.

The use of this technology goes far beyond augmented reality. According to the creators, it could be used in shows or stage performances to offer artists a new way of moving. We can still imagine many uses for it in the future!

Artificial intelligence is rapidly developing and becoming increasingly integrated into different areas of the customer journey.  Access to AI speeds up decision-making and reduces the number of resources needed to meet consumer needs.

Ikea

Let's take a look at Ikea's example of AI integration. It's through the tools available on the OpenAI GPT store that consumers can receive personalized inspiration. In fact, the artificial intelligence image generator proposes personalized decor and furniture based on factors such as room dimensions, personal styles, durability preferences, budgets and functional requirements. For Ikea, this is an initiative in development that will enrich the shopping experience and explore new ways of interacting with customers and colleagues.

Amazon

Amazon has created a virtual shopping assistant, Rufus, using generative artificial intelligence. It assists consumers with their purchasing decisions by answering their questions. Consumers use Rufus to compare product categories, store for special occasions, get recommendations or information on specific products. This generative AI-powered shopping assistant is trained on Amazon's product catalog, consumer reviews and community questions, as well as information from across the web to answer consumers' questions. AI makes it easier for users to find products that meet their needs by asking questions directly in Amazon's interface without having to search the web.

Shopify

Finally, what about integrating AI to make business tasks easier? Shopify has taken a look at this question and proposes to harness AI to offer a trusted companion, called Sidekick, for entrepreneurs to increase productivity and creativity. From the creation of professional product images, to the description of listed products, right through to the management of FAQs, AI makes it possible to work more efficiently directly on the retailer's website. For example, a user wishing to add a new product can use AI to modify photos to place the product in context. It could also simplify the writing of content around that product, such as a product description or email promotion. The business assistant can also answer questions and help complete tasks.

To welcome back our Lunch & Learn sessions in 2024, our team had the pleasure of hosting Etienne Roy, Director of Digital Content and Platforms at Quebecor Media's Qub Radio. We had a great time discussing an engaging topic: "Podcasts as a means of advertising". Etienne shared loads of insights about this emerging approach.

So, in short, what did we learn?

First, we learned that the podcast became what it is now because of Steve Jobs in 2005! His idea of podcasting as the next generation of radio was already clear, as evidenced by the fact that in 2023 alone, over 21 million years of streaming were listened to in the US.

We've also realized that podcasts have become a fertile environment for advertisements, and this trend is only going to grow. They can be added either before or during the podcast, and each platform controls distribution based on the goals of the campaign while offering incredibly thorough reports on listener engagement.

And, guess what? Podcast advertising is less likely to be disregarded than radio or television commercials because they are brief and nicely incorporated into the content. The most effective advertisements are those that feel completely natural in the podcast, with a calm, informative tone, as if they are simply part of the broadcast. It's even better when the host discusses it!

In addition, we discovered that podcasts are popular in Quebec. A third of francophones are hooked, particularly those aged 18 to 44. These people are often well-educated and make a good living. They spend an average of four hours every week listening to their favorite podcasts.

Oh, and Spotify? The indisputable king of podcasting! They're the champions in terms of listening and distribution.

In conclusion, this Lunch & Learn was quite beneficial and provided us with numerous ideas for our future advertising initiatives.

Illustration & infographic - Gregg Dellarocca, Propoint Designer

Google joined the generative AI race with the launch of its own image generator, in response to initiatives from Microsoft and OpenAI. If you are registered with Search Labs, you have the privilege of testing this feature, which will make your searches even more comprehensive.

Google's image generator is based on Imagen, its own text-to-image model. It has a high level of realism and deep linguistic skills.

If you're in the Search Labs gang, simply type a request into the search bar, such as "Draw a picture of a capybara with a chef's hat making breakfast". You'll get four generated images that match your crazy request. By clicking on one of them you can further refine your search.

And if you're the type looking for inspiration, Google has thought of everything. Type something like "minimalist table decoration for Halloween" into Google Images, and just like that, you can generate new images with AI.

It's like having a personal artist who responds to your requests!

Where technology and indulgence meet, OREO is once again causing a stir with its latest initiative, OREOCodes. Imagine this scene: barcodes on milk bottles transform into magical portals to special offers on your favorite cookies. The campaign strengthens the inseparable link between OREO cookies and our beloved bottle of milk.

How does it work?

It couldn't be simpler! Curious gourmets simply scan the barcode on their milk bottle via the dedicated OREOCodes.com website. The magic happens, and you unlock special offers. An initiative made possible by the cookie brand's partnership with over 1,000 dairy companies around the world.

Results that speak for themselves

The results of this campaign are simply amazing. Sales of OREO cookies rose by a remarkable 7.3%. Over 83% of participants happily used the unlocked coupons, and on social networks, engagement soared by 230%. A resounding success that goes far beyond the simple in-store purchase.

Over-digitalized and demanding in its way of consuming, it is essential to decipher the habits of Generation Z to win over tomorrow's buyers. Tinuiti, an independent company specializing in performance marketing, reveals key insights from its study entitled “From A to (Gen)Z: How and where young consumers shop”. Here are the essential points:

• Acceptance of ad tracking: Unlike previous generations, Gen Z is more willing to accept advertising cookies and uses fewer ad blockers. She understands that it is a way to receive personalized and relevant advertising.
• Frequent use of VPNs: Using a VPN is part of their common online practices to maintain their anonymity and access otherwise unavailable content, such as Netflix's European catalog.
• Product discovery via social media: Social media, especially TikTok, plays a major role in discovering new products, especially in the beauty, food, and health sectors. In addition, Gen Z does not hesitate to follow the news of a brand that has seduced them!
• Integrating social media into the in-store experience: Gen Z is more likely than previous generations to research brands on social media while shopping in-store.
• Appreciation for QR codes: Contrary to popular belief, QR codes represent a valuable source of information for Gen Z consumers. Easy to use, they allow young people to learn more about products in store.
• Online purchasing.. Especially on Amazon: despite their commitment and values, Gen Z favors online purchases on large marketplaces such as Amazon or Shein.

In summary, Gen Z is more open to advertising monitoring, actively uses social networks to discover new products, attaches importance to the consistency of products with their beliefs, prefers online purchases and reacts favorably to advertising targeted and personalized.

So, one wonders if the Alpha generation will once again shake up the codes of advertising, right?

Do you know the famous and intriguing Canadian radio show called “Search Engine”? Mathieu Dugal and his team are there to answer all your questions, whether about consumption, technology, science, environment or health. They are a bit like the personal assistant of your search engine, because they dissect, explain and popularize various subjects.

Well, guess what? A team decided to take on the ultimate challenge by creating a website: transcribing all the responses from the radio team in the form of a real online search engine. You can ask any question in the related fields, and you will get an answer from the show that comes closest to it. No need to spend hours researching the web, just plug in your headphones and learn as you listen.

So, what are you waiting for? Explore this treasure trove of information and discover what the radio team has to offer you. It's a fun and educational way to learn.

Google Chrome extensions are programs that can be installed in Chrome in order to modify the functionality of the browser. This includes adding new features to Chrome or modifying the existing behavior of the program itself to make it more convenient. Here are some that we use regularly!

Wappalyzer: see which CMS platform a website is built on, as well as the extensions/tools used.

Screenshot and Screen Video Recorder: Save a screenshot of an entire web page or specific sections, as an image or video.

Amazing Color Picker: Find the color code (RBX, CMYK, etc.) of any element on a web page by clicking on it with the eyedropper.

Ninja Fonts: see the font on a web page by dragging your cursor over it (type, size, weight).

Grammarly for Chrome: an automatic multilingual grammar checker, which makes dynamic suggestions.

LastPass: essential for saving all your passwords in a single safe and automatically inserting them on login pages.

Snoozz: Put an entire tab or window to sleep and decide when you want it to reappear again.

Who has never spent too much time searching Google results or opening a variety of links in different tabs to find specific information?

Say hello to Waldo, your new best friend!

Whether you are looking for telephone numbers, statistics, PDFs, or even information coming only from academic institution sites, Waldo offers a series of filters allowing you to quickly refine the results of your query. It is also possible to create your own filters depending on the sites to which you wish to limit the search results.

What's more, you can save results in a side panel to consult later and even create storage lists to keep portions of text directly from websites (and send everything to a Google Doc file by the following). Not bad!

Although the tool requires a subscription to take advantage of the full functionality, the paid version offers very interesting possibilities. Obviously, this requires changing your search habits if you're used to the Google interface, but the try is worth it!

https://www.waldo.fyi