The online field has been one of the mainstays since I started writing online in 2003. My act of writing online was partly to understand online as a medium.
Online has changed in nature. It was first a destination and plane of travel. Early netizens saw it as virgin frontier territory, rather like the early American pioneers viewed the open vistas of the western United States. Or later travellers moving west into the newly developing cities and towns from San Francisco to Los Angeles.
America might now be fenced in and the land claimed, but there was a new boundless electronic frontier out there. As the frontier grew more people dialled up to log into it. Then there was the metaphor of web surfing. Surfing the internet as a phrase was popularised by computer programmer Mark McCahill. He saw it as a clear analogue to ‘channel surfing’ changing from station to station on a television set because nothing grabs your attention.
Web surfing tapped into the line of travel and 1990s cool. Surfing like all extreme sport at the time was cool. And the internet grabbed your attention.
Broadband access, wi-fi and mobile data changed the nature of things. It altered what was consumed and where it was consumed. The sitting room TV was connected to the internet to receive content from download and streaming services. Online radio, podcasts and playlists supplanted the transistor radio in the kitchen.
Multi-screening became a thing, tweeting along real time opinions to reality TV and live current affairs programmes. Online became a wrapper that at its worst envelopes us in a media miasma of shrill voices, vacuous content and disinformation.
Apple development changes was at the forefront of Apple’s WWDC keynote for 2025. I think that the focus on Apple development changes were happening for a few reasons:
Apple got burned announcing sub-standard AI offerings last year.
The new translucent interface is divisive.
The multi-tasking iPad was interesting for power users, but most usage is as a communal device to consume content.
Apple has a number of small on-device models that do particular things well. Which is why Apple needs to get developers on-board to come up with compelling uses.
The Mac still has great hardware, passionate developers and a community passionate about great life-changing software. Apple development focus was coming home.
Walsh’s is the kind of business I grew up with in Ireland. In my part of the world it wasn’t the Walsh’s it was Kelly’s and Salmon’s who both ran general stores on the edge of my parish. It was a mix of groceries, cigarettes, a top-loading cabinet of ice creams. In the local market town there was O’Meara’s who still run a supermarket, Lynch’s who run a hardware store, builders yard and farm supplies and Hayes – a chemist and veterinary pharmacy. Like Walsh’s they are all multi-generational businesses with customers from the same families over successive generations.
Maintaining a multi-generational business was (and still is for many) a matter of pride. It can be a great business, you know your customers needs and personalities far better than I ever did working for the likes of Unilever. The Walsh’s will have been with their generations of customers at key times in their lives: engagements, marriage, anniversaries and retirements.
When my Uncle died and we had a wake for him, I met the the pharmacist who looked after his personal and farm needs and her Dad who had filled my prescription for cough medicine as a child. There were people from the hardware store, farm supplies, the newsagent who my family always got their copies of the Irish Farmer’s Journal and the Connacht Tribune.
The Walsh’s are wrapping up because their business can no longer compete with the scale of online jewellers.
It’s interesting that COVID was the inciting incident that broke the generations of consumer behaviour, brand loyalty and relationships. The second factor that the Walsh’s named was the hollowing out of people living within the market town of Mullingar. That’s especially interesting given that Ireland currently has a chronic housing shortage makes me wonder what is going on.
Chris Spargo runs one of the most interesting British YouTube channels looking at the minutae of the UK from supermarket clock towers to book barcodes and milk packaging. This film looks at how The Glass Committee funded by Pilkington Glass created outlandish concepts that promoted discussion. Weirdly enough some of the ideas found themselves from the most outrageous concepts into Britain’s new towns developments.
A history of hacking
Frederico Mazzini goes through a history of hacking with a focus on culture. Even though it was presented for Tokyo College, it had a very western centric slant to it. Interesting points about hacking is an explicit political activity in some non-US cultures – notably France, Italy and Germany.
What became apparent was that Mazzini lacked was any kind of understanding of hacking in Japan, which runs with a much lower profile than their counterpart western communities according to Trend Micro.
Careless People has been a much-discussed book in the circles that I am involved in. In the book, Wynn Williams outlines her career at Facebook / Meta in what was at the time a nascent public policy team. The term careless people is a highly appropriate reference to F. Scott Fitzgerald’s The Great Gatsby.
While I was reading Careless People, The Great Gatsby was having a moment. It was the 100th anniversary of The Great Gatsby’s publication, and the ‘careless people’ quote was considered apropos for the times we are living in, in particular the Trump administration’s actions.
“They were careless people… they smashed up things and creatures and then retreated back into their money or their vast carelessness, or whatever it was that kept them together, and let other people clean up the mess they had made.”
Anyway, back to Careless People, Wynn Williams outlines her experience from pitching to Facebook for a role that didn’t exist but was needed, through to navigating the global growth Facebook was undertaking at the time. The challenges that Wynn Williams faces can be broadly broken down into four areas (with specific allegations):
Poor management judgement (lying to Congress and providing assistance to authoritarian regimes)
What’s interesting about the book depends on the reader. Much of the experience was relatable to my own earlier experience at Yahoo! The long days, changing priorities, travel (which was much more of a thing pre-COVID), office politics and fiefdoms, the constant unintended consequences of inventing the future. Secondly, the Facebook management have bought into what Barbrook and Cameron termed The Californian Ideology in their 1995 essay of the same name.
“…the Californian Ideology promiscuously combines the free-wheeling spirit of the hippies and the entrepreneurial zeal of the yuppies. This amalgamation of opposites has been achieved through a profound faith in the emancipatory potential of the new information technologies.”
However, I feel fortunate to have worked with a mature leadership who knew what they didn’t know and realised that they lived in a global village. But that might be down to the fact that Yahoo! by the time I had got there had a fair share of ups and downs.
Careless People reminded me a lot of Barbarians Led by Bill Gates, written by Jennifer Edstrom and Martin Eller. Although they are separated by some 25 years between each being written. Both books tell the story of an imperfect organisation scaling to an opportunity— I have written about Barbarians here. Wynn Williams is the better storyteller, providing a coherent and engaging path through the narrative.
I can recommend Careless People as a good book to read, I finished it off over a bank holiday weekend whilst nursing a sprained ankle. For people in advertising and marketing it won’t be that surprising, it confirms many things that were ‘common knowledge’ in the industry. For the general public, it will be shocking given the facts that the author marshals together.
Would I have thought reading Accidental Empires or Barbarians Led by Bill Gates in the late 1990s that Bill Gates would have transformed from the soulless ‘borg leader’ portrayed to the voice of relative reason he is today? Probably not, there might be hope for Zuckerberg at least out of the cast of characters in the book.
Wynn Williams is now exploring the edges of policy and artificial intelligence and is likely someone worth keeping an eye on.
Les Binet did some sterling work thinking about share of search volume as part of his ongoing work looking at marketing effectiveness.
In order to understand share of search volume, we have to go back to 1990 when former advertising veteran and professor John Philip Jones[i] published a paper in the Harvard Business Review[ii] and a subsequent book[iii].
Jones’ research around the linkage between advertising and sales by looking at advertising including tools of his invention STAS (short term advertising strength)[iv] and AIC (advertising intensiveness curve). One of Jones’ key findings was the linkage between a brand’s share of voice and its market share. One of the biggest predictors of brand growth was ESoV (excess share of voice). ESoV is when a brand has a share of voice in excess of the proportion needed to maintain its market share.
During economic good times this might be down to an increase in brand building marketing spend, not only advertising and public relations, but also influencer and sports sponsorships with variable[v] results.
During recessionary times[vi], it might be maintaining brand building marketing spend when the competitors are cutting back.
Part of this brand building work overlaps with increasing marketing penetration through increasing the number of places where the brand is available. During the 95 percent of time that you are not in a buying mindset when you pass a product display in a supermarket it’s a billboard – doing the brand building work.
Jones’ findings were later validated by Peter Field and Les Binet’s work on marketing efficiency[vii], and in the summation of research[viii] from the Ehrenberg-Bass Institute for Marketing Science by Byron Sharp.
Share of search volume
The clever thing that Les Binet[ix] did with share of search volume[x] was find it as a predictor on the likely time when ESoV was likely to impact with a growth in market share AND, he found that the share of search volume change mapped neatly on to market share change.
The challenge is that different sectors have different times between a change in share of search volume and the corresponding change in market share[xi].
“For mobile phone handsets, Binet further ventured, share of search leads market share “by about six months” as a performance indicator – offering marketers a chance to adapt their strategies if needed if a decline is expected.
“If the brand … had access to the share of search data at the time, it would have had a six-month warning that share of market was about to turn around,” Binet said. “That’s an incredibly useful metric.”
Share of search’s predictive quality for energy brands, Binet explained, was noticeably shorter, at just “nought to three months.”
For automakers, by contrast, share of search anticipates market share by “nine to 12 months,” he said – a significant timeframe for marketers to potentially refine strategies.
Breaking out data for Volkswagen, the auto marque, provided corroboration that sales forecasts based on share of search “are incredibly close to what actually happened,” Binet said.”
Search considerations
Much earlier in my career I worked on the Yahoo! Search business, back when the company had its own search technology and sold its own search advertising. One of the things that we found was that while overall search volume could be modelled accurately for the year based just on January’s search data – unexplained search volume peaks still needed to be ironed out by looking at rolling three-month values instead.
I found it interesting that Binet’s findings didn’t seem the same degree of ‘peakiness’ and was a much more valuable predictor once the time lag factor between share of search volume and market effects were known.
Share of search makes sense from a logical perspective. Many below-the-line activities have been focused on search in terms of aiding SEO to increase share of market opportunity, rather than an explicit appreciation of the impact on the share of search volume and consequently change in market share. My friend James Warren used to talk about public relations and related earned media activities such as organic social media as ‘offline SEO’. This thinking was incorporated into Interpublic’s ‘inline’ concept[xii].
Future search
Share of search volume is complicated by a number of factors that are down to changing consumer behaviour.
Google’s focus on mobile upended the precision that we could search with and what we could search for, out went Boolean operators that could track down a highly relevant web page from 12 years ago. But we could now find the nearest coffee shop with wi-fi. YouTube[xiii] due to its explanatory content became the second largest search engine globally (excluding China).
A good deal of product search has migrated to sites like eBay, Walmart[xiv] and Amazon[xv]. Part of the reason being is that their site search is good enough, they have a wide range of stock and speedy delivery. Amazon also benefits from Amazon Prime which drives customer purchase, but isn’t without controversy[xvi].
Social and generative AI have unlocked new challengers to Google. Search on social platforms has become the go-to approach for many young people. Google acknowledged this when asked by Business Insider[xvii].
“we face robust competition from an array of sources, including general and specialized search engines, as well as dedicated apps.”
The move to social is about tapping what we called back in my Yahoo! days ‘knowledge search’[xviii]. Search startups like Gigabrain have tried to tap into this market by providing a better search function of Reddit forums.
Finally, the move towards consumer usage of generative AI tools based on large language models has created new competitors to Google including Perplexity and ChatGPT Search. Google itself has adopted LLMs in its own search offering and seen an increase in both revenue and profit from search advertising[xix].
Share of model vs. share of search volume
In order to try and understand new LLM-driven search, innovator agencies like Jellyfish and Deft[xx] have looked towards understanding share of model. Share of model tries to understand how LLMs perceive a given brand, in a similar way to the way SEO rankings held a similar place in search engine marketing. Like SEO, they look to understand whether the brand has sufficient optimisation of their digital properties to feature in recommendations by the models.
What share of model doesn’t give us is the consumer insight provided by share of search volume. Share of search volume is consumer behaviour driven and advertising influenced; share of model is algorithmic behaviour driven and training influenced.
Welcome to my April 2025 newsletter, this newsletter marks my 21st issue.
21 marks a transition to full adulthood in various countries, hence ‘keys to the door’ in bingo slang. In Chinese numbers, symbolism is often down to phrases that numbers sound like. 21 sounds like “easily definitely fine” – indicating an auspicious association with the number.
For some reason this month I have had Bill McClintock’sMotor City Woman on repeat. It’s a mash-up of The Spinners – I’ll be Around, Queensrÿche – Jet City Woman and Steely Dan – Do it Again. It’s a bit of an ear worm – you’re welcome.
New reader?
If this is the first newsletter, welcome! You can find my regular writings here and more about me here.
Things I’ve written.
Cleaned up copy of an interview I did as a juror for the PHNX Awards. More here.
From the challenges faced by Apple Intelligence to drone deliveries and designing in lightness.
I thought about how computing tends towards efficiency along the story arc of its history and its likely impact on our use of AI models.
Books that I have read.
The Leftover Woman by Jean Kwok. The book is a complex thriller. The story is straight forward, but the books covers complex, fraught issues with aplomb from misogyny, the male gaze to the white saviour complex.
The Tiger That Isn’t by Michael Blastland and Andrew Dilnot focused on the use of numbers in the media. But it’s also invaluable for strategists reading and interrogating pre-existing research. As a book is very easy-going and readable. I read it travelling back-and-forth to see the parents.
A Spy Alone was written by former MI6 officer Charles Beaumont. I was reminded of the dreary early 1970s of George Smiley’s Britain in Tinker, Tailor, Soldier, Spy by the tone of the book. However A Spy Alone is alarmingly contemporary, with oblique references to UK infrastructure investments in the UK attached to a hostile foreign power, private sector intelligence, open source intelligence a la Bellingcat, nihilistic entrepreneurs and a thoroughly corrupted body politic. Beaumont’s story features a post cold-war spy ring in Oxford University echoing the cold war Cambridge spy ring. Beaumont touches on real contemporary issues through the classic thriller, in the same way that Mick Herron uses satire.
Things I have been inspired by.
Big brand advertising isn’t as digital as we think.
Trends in TV 2025 by Thinkbox threw up some interesting data points and hypotheses.
Advertising is eating retail property. A good deal of search and social advertising gains is not from traditional advertising, but traditional retailing, in place of a real-world shop front. This is primarily carried out by small and medium-sized enterprises. I imagine a lot of this is Chinese direct-to-consumer businesses. 80% of Meta’s revenue is not from the six largest advertising holding companies.
Viewership across video platforms both online and offline have stabilised in the UK. (Separately I heard that ITV were getting the same viewership per programme, but it’s been attenuated with the rise of time-shifted content via the online viewership.
World views
WARC highlighted research done by Craft Human Intelligence for Channel 4 where they outlined six world views for young adults. While it was couched in terms of ‘gen-z’, I would love to see an ongoing inter-cohort longitudinal study to see how these world views change over time in young people. This would also provide an understanding of it it reflects wider population world views. BBH Labspast work looking at Group Cohesion Score of gen-Z – implies that this is unlikely to be just a generational change but might have a more longitudinal effect across generations to varying extents.
Anyway back to he six world views outlined:
‘Girl power’ feminists. 99% identified as female. About 21% of their cohort. “While they’re overwhelmingly progressive, their focus tends to be on personal goals rather than macro-level politics. They underindex heavily on engagement with UK politics and society.”
‘Fight for your rights’. 12% of cohort, 60% female, educated and engaged with current affairs. “Although they consider themselves broadly happy, they believe the UK is deeply unfair – but believe that progress is both necessary and achievable.”
‘Dice are loaded’ are 15% of their cohort. 68% female. “Feeling left behind, they perceive themselves to lack control over their future, and are worried about finances, employment, housing, mental health, or physical appearance.”
‘Zero-sum’ thinkers comprise 18% of their cohort. Over-index at higher end of social-economic scale, gender balanced. “…they lean toward authoritarian and radical views on both sides of the political spectrum.”
‘Boys can’t be boys’ are 14% of the cohort and 82% male. Supporters of traditional masculinity.
‘Blank slates’. 20% of their cohort, all of them male. “They aren’t unintelligent or unambitious, but they pay little attention to matters beyond their own, immediate world. While some follow the news, their main focus is on just getting on with life”.
At the beginning of March, Unilever abruptly replaced its CEO. Hein Schumacher was out, and in the space of a week CFO Fernando Fernandez became CEO. That showed a deep internal dissatisfaction with Unilever’s performance that surprised shareholders AND the business media. Over the past decade Unilever has leaned hard into premium products and influencer marketing.
“There are 19,000 zip codes in India. There are 5,764 municipalities in Brazil. I want one influencer in each of them,” Fernandez said. “That’s a significant change. It requires a machine of content creation, very different to the one we had in the past . . . ”
Fernandez wants to lean even harder into influencer marketing. But I thought that there was a delta on this approach given his goal to have higher margin premium brands that are highly desirable.
“Desirability at scale and marketing activity systems at scale will be the fundamental principles of our marketing strategy”
Meanwhile Michael Farmer’s newsletter had some datapoints that were very apropos to the Unilever situation.
“…for the fifty years from 1960 to 2010, the combined FMCG sales of P&G, Unilever, Nestle and Colgate-Palmolive grew at about an 8% compounded annual growth rate per year. The numbers associated with this long-term growth rate are staggering. P&G alone grew from about $1 billion (1960) to $79 billion in 2010. Throughout this period, P&G was the industry’s advocate for the power of advertising, becoming the largest advertiser in the US, with a focus on traditional advertising — digital / social advertising had hardly begun until 2010. Since 2010, with the advent of digital / social advertising, and massive increases in digital / social spend, P&G, Unilever, Nestle and Colgate-Palmolive have grown, collectively, at less than 1% per year, about half the growth rate of the US economy (2.1% per year). They are not the only major advertisers who have grown below GDP rates. At least 20 of the 50 largest advertisers in the US have grown below 2% per year for the past 15 years. Digital and social advertising, of course, have come to dominate the advertising scene since 2010, and it represents, today, about 2/3rds of all advertising spend.”
Mr Fernandez has quite the Gordian knot to try and solve, one-way or another.
Automated communications and AI influencers
Thanks to Stephen Waddington‘s newsletter highlighted a meta-analysis of research papers on the role of automation and generative AI in communications. What’s interesting is the amount of questions that the paper flags, which are key to consideration of these technologies in marketing and advertising. More here.
LinkedIn performance
Social Insider has pulled together some benchmarking data on LinkedIn content performance. It helps guide what good looks like and the content types to optimise for on LinkedIn. Register and download here.
Chart of the month.
The FT had some really interesting data points that hinted at a possible longitudinal crisis in various aspects of reasoning and problem solving. There has been few ongoing studies in this area, and it deserves more scrutiny.
In his article Have humans past peak brain power, FT data journalist John Burn-Murdoch makes the case about traits which would support intelligence and innovation from reading, to mathematical reasoning and problem solving have been on a downward trends. The timing of this decline seems to correlate with the rise of the social web.
If true, over time this may work its way into marketing effectiveness. My best guess would be that rational messages are likely to be less effective in comparison to simple emotional messages with a single-minded intent over time. This should show up in both short term and long term performance. A more cynical view might be that the opportunity for bundling and other pricing complexities could facilitate greater profit margins over time.
Things I have watched.
Akira Kurosawa’s Stray Dog is a film that I can watch several times over despite the film being over 75 years old now. Detective Murakami’s trek through the neighbourhoods of occupation-era Tokyo and all the actors performances are stunning. The storytelling is amazing and there are set pieces in here that are high points in cinema history. I don’t want to say too much more and spoil it for you, if you haven’t already seen it.
Ghost in the Shell: Standalone Complex – Solid State Society – this is a follow on to the original GiTS manga and anime films touches directly on the challenges faced looking after Japan’s aging society. Central to the story is the apparent kidnapping over time of 20,000 children who can’t remember who their parents are. The plot is up to the usual high standard with government intrigue, technical and societal challenges.
The Wire series one – I stopped and started watching The Wire. Films better suited my focus at the time. I finally started into series one this month. The ensemble cast are brilliant. The show is now 22 years old, yet it has aged surprisingly well. While technology works miracles, the slow methodical approach to building a case is always the same.
How Much Does Your Building Weigh, Mr Foster – is a fantastic documentary covering the career of architect Sir Norman Foster. I remember watching it at the ICA when it originally came out and enjoyed watching it again on DVD. Foster brings a similar approach to architecture that Colin Chapman brought to his Lotus cars. When we are now thinking about efficiency and sustainability, their viewpoints feel very forward-thinking in nature.
Useful tools.
Fixing the iOS Mail app
You know something is up when media outlets are writing to you with instructions on how they can remain visible in your inbox. The problem is due to Apple’s revamp of the iPhone’s Mail.app as part of its update to iOS 18.2.
So how do you do this?
Open Mail.app and you can see the categorised folders at the top of your screen, under the search bar.
Find each tab where an a given email has been put. Open the latest edition. Tap the upper right hand corner. Select ‘Categorise Sender’. Choose ‘Primary’ to make sure future emails from this sender are in your main inbox view.
That’s going to get old pretty soon. My alternative is to toggle between views as it makes sense. Apple’s inbox groupings are handy when you want to quickly find items you can delete quickly. Otherwise the single view makes sense.
Inspiration for strategists
Questions are probably the most important tool for strategists. 100 questions offers inspiration so you can focus on the right ones to ask for a given time.
The sales pitch.
I have been worked on the interrogation process and building responses to a couple of client new business briefs for friends (Red Robin Ventures and Craft Associates) and am now working a new brand and creative strategy engagement as part of an internal creative agency at Google.
If you’re thinking about strategy needs in Q4 (October onwards) – keep me in mind; or discussions on permanent roles. Contact me on YunoJuno and LinkedIn; get my email from Spamty to drop me a line.
Ok this is the end of my April 2025 newsletter, I hope to see you all back here again in a month. Be excellent to each other and onward into spring, and enjoy the May bank holidays.
Don’t forget to share if you found it useful, interesting or insightful.
Get in touch if there is anything that you’d like to recommend for the newsletter.
