Monthly Archives

October 2014

5 Questions With…(Halloween Edition)

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Name: Gilli Nissim

Title: Writer

Years at DEFY: .5

Twitter handle: @time2getgill

 1. What project(s) are you most excited about working on right now and why?

The lyrics for the Little Mermaid HT! I always have a great time when the whole room is focused on the same task. The team has some hilarious drafts, and it’s really fun to make our observations rhyme.  I also love the team of people that work on Drama King with Kingsley. I’m starting to bring some of that youthful lingo into my own vocabulary. I’m not sure if that’s good or not, but it’s fun

2.  What is a favorite hobby /pastime / interest you enjoy outside of the office?

I spend the most time performing live comedy. I primarily perform improv with my team Winslow at the UCB Theater, but I also run the open mic and do stand up all over town. I also like to pet dogs

3. What is one show you watch on TV (or digital) that you love and one you can’t stand (but watch anyway)?

I cannot answer this question. The last things I watched to completion were the pilot episode of Murder, She Wrote and a documentary about beavers. Did you know how much of an impact beavers can have on our rivers and streams? Or that they mate for life? Or that their teeth are orange?!

4. iPhone or Android?

iPhone, but I am not brand-loyal. Anything that allows me to store photos of dogs is all I need.

5. What’s an Honest Trailer episode you want to write that the team hasn’t tackled yet?  

“The Room” would be a lot of fun. It may have even been brought up before.  It’s so crazy it might be really hard to do. That movie is bad in a mystifying, serendipitous, synergistic way. You can’t set out to write, produce, direct and star in the Great American Stinker, you have to just do it. Tommy Wiseau did it. I only wish there were dogs in it.

TV Becoming an Oversized Monitor

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A survey by Adroit Digital found 63% of respondents would cancel their cable subscription if an online provider could satisfy their TV viewing needs. Men were more likely to cut the cord than women, 67% compared to 57% respectively, and 18-24 year-olds (66%) more likely than older generations.


A majority (59%) believe their TV sets are transforming into an “overgrown monitor” for their self-selected content viewing, particularly men (69%) and viewers age 18-24 (63%). Nonetheless only 36% of viewers overall said more than half their current video consumption is on-demand as opposed to live broadcast television, and only 13% of viewers say on-demand comprises 75% or more of their video consumption. Hence behavior has yet to catch up to intent.


When it comes to how long a viewer will watch any one piece of streaming video content, the answer seems unclear for advertisers looking to determine optimal length for engagement. Women are more likely than men to consume one piece of video content for more than 30 minutes (38% compared to 25%), as are viewers 35-44 years old (35%). Viewers 18-24 were least likely to stick with a single piece of content; 16% tune out in under sixty seconds. This age group was also most likely to say they “almost always” skip online video ads (64%).

Millennials Quick to Switch Jobs

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Did you know it costs $24,000 to replace a Millennial employee that leaves a company, and 91% of this demographic expect to stay in a job for less than 3 years? An infographic by Badgeville shows Millennials now make up 25 percent of the total U.S. workforce and the number will continue to grow; they are projected to be 75 percent of the global workforce by 2025.


What Millennials want and expect in the workplace is notably different than older generations; 61 percent expect flexible work schedules, 45 percent would choose workplace flexibility over more pay, 69 percent believe office attendance is unnecessary on a regular basis, and 89 percent prefer to choose when and where they work versus having a standard 9-to-5 gig.


Millennials also want their workplaces to be social and fun (90 percent) and prefer on-the-spot recognition for a job well done over formal reviews (80 percent). Eighty-eight percent consider “positive culture” important in their dream job, and 95 percent are motivated to work harder when they know where their work is going.

Mixology and Mobile

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A report by IAB indicates alcohol consumers have higher than average ownership of smartphones and tablets, making these platforms valuable avenues for alcohol advertisers.


According to the analysis, 83 percent of alcohol consumers own a smartphone (compared to 65 percent of the population 21+ years old) and 52 percent own a tablet (compared to 43 percent of the 21+ population). And one of every three alcohol consumers agreed with the statement “it’s my life” about their smartphones.


Alcohol consumers are far more likely to conduct shopping-related activities on a smartphone than the general population. These consumers are more likely to get text messages with special offers (49 percent vs. 40 percent), read customer reviews (43 percent vs. 30), comparison shop to check prices (44 percent vs. 32), make a purchase via their smartphone (38 percent vs. 25), and research specific products (34 percent vs. 27).

Millennials and the American Dream

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A survey commissioned by Zipcar shows 71 percent of Millennials believe their American Dream is different than the one their parents believed in. In reality, nearly a third (29 percent) of both Millennials and older generations ranked experiences (including travel, restaurants and hobbies) higher than a meaningful job, dream home or high-end possessions.


Technology and transportation are the two areas Millennials think and act differently than older generations. More than half of Millennials (53 percent) claim high costs of maintenance, parking and gas make it difficult for them to own a car, while only 35 percent of older generations feel the same. In addition, more than 50 percent of Millennials say they would drive less if other transportation options, like public transit and car sharing, were available in their area.


Millennials are the only generation that believes losing their phone would have a greater negative impact on their life than losing their car. Nearly 40 percent of Millennials chose their mobile phone over their car, TV, or computer compared to only 16 percent of those in the 35+ age bracket. Conversely, a personal vehicle remains most important for older generations by a wide margin, with more than 40 percent of Americans ages 35+ saying it would be harder to lose a car than a mobile phone, computer or TV. Only about quarter of Millennials feel the same.

Happy One Year Anniversary!

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Phew, that flew by!

We can’t believe it’s been a year since Break Media and Alloy Digital merged to become DEFY Media. It’s been such an incredible ride this past year and there is much more to come. Big thanks to all our friends, family and of course colleagues who make it happen every day!


Cord-Cutters Growing But Not the Norm

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As more and more Americans consume video via mobile devices, some claim the end of television is close at hand. However a cross-device analysis by Experian finds 84% of adults watching live TV during a given week.


Only an estimated 6.5% of U.S. households (7.6 million homes) today are considered cord-cutters, meaning they have high speed Internet but no cable or satellite television service. That’s up from 4.5% of households (5.1 million homes) in 2010, a relative increase of 44%. While the term cord-cutter implies a household had a cable or satellite TV subscription that was cancelled, 12.4% of households inhabited by an adult under the age of 35 (almost twice the national average) are cord-cutters. Throw either a Netflix of Hulu account into the mix and the share of young adult households that don’t pay for TV jumps to 24.3%


When it comes to online video, 24 percent of adults—and 42 percent of smartphone owners–watch video on their phones during a typical week, making it the number one device for consuming streaming or downloaded video content. Despite the availability of numerous Internet-connected devices like Roku and Apple TV, which are designed make online video content consumable through a television, fewer than 1 in 10 adults today report watching streaming or downloaded video.


The number of people watching video on a smartphone varies throughout the day. Rates go down during work hours, with a spike during the lunch hour and again from 3:00-4:00pm. Highest rates are in the evenings with a peak period for consuming video from 8:00-9:00pm, coinciding with primetime TV.

Millennial Home Buyers in a Bind

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Getting down payment help from family is nothing new, but Millennials have different financial issues than earlier generations did. According to a survey of Millennial home buyers by Trulia covered by The Wall Street Journal, 60 percent said their finances are the single biggest obstacle to home ownership and half said they would ask parents or grandparents for help. For those unable to head to the bank of mom and dad, 37 percent plan to work a second job in order to save up, and 22 percent of Millennial home buyers said they will use a state or federal government program to help achieve the American dream of home ownership.


Nonetheless, many survey respondents are unwilling to give up life’s little luxuries to save for a down payment. Forty-five percent would “never” give up a smartphone, 20 percent would not give up cable, 15 percent would never give up their Netflix subscription, 14 percent would never give up vacations, and even the morning coffee is on the “never give up” list for 5 percent of Millennials.


While home prices continue to rise, Millennials are focused on buying a home that’s affordable. Among the Millennials surveyed, 68 percent are looking to buy a home priced under $200,000, however nearly half don’t know how much money they need for a down payment. Among the majority of those that do know, nearly two in five would put less than 10 percent down toward a home.

Social Media Usage is Generational

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A report by Fizziology presented by MediaPost compared the social media use of Millennials, Gen-X and Baby Boomers and found different generations use social media in different ways. Millennials are the most avid users of social media and most likely to express complaints on social media (twice as likely as Gen X and three times as likely as Baby Boomers). They also are more likely to talk about relationships, celebrities, music, and sports.


While they are the youngest generation, Millennials are most likely to be nostalgic and discuss entertainment from their youth and even generations before them. They are least likely to share news articles from traditional media outlets, but most likely to share quiz results and articles from BuzzFeed.


Millennials live-tweet sporting events and TV shows using the appropriate hashtags but are less likely to name brands in their posts than older generations. They tweet on average eight times a day, slightly more than Gen-X or Baby Boomers.

Men, Trust and Advertising

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MediaPost reports distrust and skepticism of advertising are one of the major points where the sexes differ in shopping habits and product discovery.


Forty-seven percent of men report they trust advertising versus 53 percent of women. Comparing a brand to a competitor by name turns off men more than women – 29 percent of men are less likely to believe those claims, as compared to 24 percent of women. When ads use testimonials from scientists or experts, 35 percent of men say they are less likely to believe those claims, as compared to 22 percent of women.


Both the sexes seem equally likely to use online comparison sites before purchasing (25 percent of men, 27 percent of women), but there was a wide disparity when it came to general pre-purchase fact-finding. Men are most likely to “always or often” engage in online or in-store research before purchasing computers and electronics (48%), cars (38%) and appliances (35%). Women put in time for appliances (35%) and computer (39%) purchases, but had a lower overall rate of researching products before purchase.