‍Three Things, Noble People's monthly take on the media landscape and the constant changes within it, has been re-envisioned. It's bolder, more in-depth, and in a newsletter delivered straight to your digital front door.

Join our monthly Three Things paper route by signing up for our newsletter, or keep reading below for this month's take on evolving media consumption habits and new technologies that better engages audiences, all in an effort to help make you even a little more informed than others.

Social Validation

Gen Z's digital behaviors have been revealed—who will adapt?

Google's subsidiary Jigsaw discovered that Gen Z gauges the credibility of information through information sensibility, a process that quickly assesses content based on the social feedback it receives and heavily relies on trusted influencers and peer groups.

This finding signals a paradigm shift in how media is evaluated for truth and relevance amongst Gen Z, which also impacts how it's consumed and shared. And for marketers, this represents a significant change in how brands are expected to engage.

In order to successfully connect with this demographic, brands must pivot to this reality by engaging influencers and creating content that fits seamlessly into social feeds, shunning traditional ads and lengthy articles. The implication is clear: to connect with Gen Z, authenticity and peer validation are paramount.

Ad Break

Will non-skippable Instagram ads succeed on the feed?

Instagram is shaking up its user experience by testing a new, non-skippable format that's aimed at driving more value for advertisers.

The ironically named ad break format has sparked debate on the effectiveness of non-skippable ads. While Meta and YouTube argue in favor of forced ad viewing to ensure attention and drive lower funnel metrics, X and TikTok challenge the assumption that it automatically translate to better outcomes for advertisers. In fact, on TikTok, over 70% of participants were more likely to engage if there was an option to skip it.

While the effectiveness of non-skippable ad formats varies by platform—we'll see how it fares on Instagram—one certainty remains clear: the best way for brands to drive attention and engagement is to craft ads that both capture and retain interest.

Free Content

Why are consumers choosing ads over ad-free?

While streaming services are getting increasingly costly, Tubi's rise as a free, ad-supported competitor is a revelation: the platform grew 46% in May, while other platforms are stagnant or in decline.

Tubi's success highlights the zag in consumer behavior. Namely, one where budget-conscious consumers are moving away from the dominance of traditional paid streaming models and towards a renewed tolerance in ad-viewing...if it means the content's free.

Notably, Tubi's new viewers are younger and more diverse, with a median age of 39. This offer marketers greater reach among a wide array of demographics, but the bigger gold mine is that they are choosing to watch ads. Instead of media opportunities that intrude content, brands who advertise on Tubi's platform will be met with greater receptivity, as each user has signed up for the ads they see.