Inspired by a tweet from Hunter Walk, this week at the very bottom we’ve added a few newsletters we dig. Please do check them out and give them a try. One big thing I didn’t really comment on the revenue sharing piece a few weeks back. Wanted to mull on it for a bit as I felt too much nuance was left out of the conversation. To recap, PWC after completing a two-year study found;… Continue reading
Back from NZ, with a tan that is rapidly fading. It’s been a good week, catching up and getting back in mid quarter. One big thing This week is awash with OTT stories – and you might be wondering why we would include these. But the strongest trend (and opportunity) we see is the inversion of tv and content. Branded content is being developed, then distributed via TV. A natural fit for digital brands, using the data and insights… Continue reading
After a couple of meatier weeks this is a lighter edition – but do spend it checking out the campaigns of the week, both excellent. Notable stories this week Revcontent introduces native video marketplace. Employees sharing TikToks behind the scenes. Facebook has barred an Israeli firm that claims it can “subconsciously influence” people, because it is allegedly using fake accounts on social media platforms. Instagram… Continue reading
What is native advertising / sponsored content / influencer content / paid content / custom content / branded content / native content? You get the point; there are a lot of terms to describe, what can easily be put into a few baskets. The first is branded content – this is any content created for a brand by a third party, to live on their site. The key variables here are 1) a third party hosting the content. 2) disclosure. Continue reading
One big thing This week I caught the Carat webinar focused on 2020 and Attention. With the election and Olympics coming up it’ll be a big year, a hard one to A couple of points which To cut through, you need to be relevant and to be relevant you need good content. One TIL was that for political advertisers, they have to be careful with targeting – because the right message to the wrong audience, can actually drive donations… Continue reading
One big thing This week we saw fresh investment in Group Nine and Atlas Obscura, both showing promise that strategic partners see in the space. The common thread between the two companies is a good mix of uncorrelated revenue. Atlas Obscura has branded content, the Airbnb investment will rapidly grow ‘affiliate-like’ revenue and book deals. Group Nine has tv/content deals with The Dodo, Facebook revenue with NowThis and then affiliate with Thrillist. As well as its first book deal with… Continue reading
One big thing London folks, please do come along to our event later this month. As a kiwi in New York the biggest change between how content is seen here vs internationally, is the practicality. In other markets people are a lot more practical, I do this to get X or Y. Here the value chains are bigger. So they’re trying to help move the needle on that component. It’s good and bad. For emerging… Continue reading
One big thing The untold story in the duopoly discussion is how brands feed them data, from their owned channels. How does this happen? Via the Facebook pixel, or any Google pixel, on brands owned sites/content. Interest, retargeting, lookalike audiences are informed up and shared with other advertisers. Why is this important now? With Google Chrome’s changes this week to privacy controls (mimicking Apple) and the ecosystem shifting more towards privacy. These signals provide EVEN… Continue reading
Digital Content NewFronts is coming up, if readers have invites, would love to join a couple more sessions. 🙂 One big thing There were a lot of smirks this week about Apple News+. But Apple is smart, especially at research and consumer segmentation. There will be more than enough people who don’t presently subscribe to anything, that bat away subscription notifications, who will be interested. Like HBO you just need three or four titles to… Continue reading
The Ligatus acquisition might have snuck under your radar but this is notable consolidation in Europe. For American readers they are the TripleLift or ShareThrough of Europe (headcount of 180 vs 230) but they’d already been acquired by Bertelsmann the publishing/broadcasting group. This is much more common in Europe. The deal was for stock. So why would an already exited player onsell and for stock? Likely CPMs guarantees on deals were under pressure from ITP and fearing a more competitive… Continue reading
