Ben Young
Ben Young
February 21, 2020

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 to extend distribution in smart ways.

Native got us as marketers distributing content in smarter ways, programmatic enhanced the buying, branded content lifted the quality, OTT is expanding the reach. AND opening digital budgets up to more of the TV budgets.

As the space continues to evolve, we are going to see more and more of this. And this also will allow for lower ad loads in OTT – and in turn more free content.

So we will keep a healthy mix in the newsletter, as the space evolves and we being to uncover the new brand digital marketing mix over the next few years.

And also, a favor, if you enjoy the newsletter please do pass it on to other folks so they can receive it each week.

Notable stories this week

  • How financial marketers can (using content) prepare for the demise of cookies.
  • Google in chats to license news content from publishers for an upcoming news product.
  • Facebook is providing funding via the Local Media Association to a group of publishers to grow their branded content businesses.
  • iHeart Media rolls out a new ad marketplace for podcasts.
  • Hearts & Science expands marketing tech consulting group. This is good, more of where people can add value.
  • Bloomberg's Meme Campaign didn’t comply with Instagram's branded content guidelines on the first cut. And Bloomberg is paying hundreds of Californians to regularly post endorsements on social media. “The campaign has hired at least 500 "deputy digital organizers” to promote Bloomberg through daily social media posts and weekly texts to the entirety of their contact lists. The staffers are expected to work 20–30 hours a week for $2,500 a month, according to documents reviewed by WSJ.”
  • Facebook announced it will allow politicians and political groups to pay for sponsored content.
  • ^ Related, the FTC doesn’t regulate political ads, that falls to the FEC.
  • Samsung partners with Netflix.
  • Hitwise is closing down amidst privacy concerns.
  • The Information and Bloomberg discuss a bundled subscription.
  • How Kantar plans to reinvent measurement. << Good read about how all these changes impact underlying measurement.
  • RedBox launches ad-supported OTT.
  • [Long read] The convenience of fake attribution.


Campaign of the week

  • Epix on The New Yorker with “Slow Burn” and the Art of Scandal. A piece pushing off of Epix's new docuseries, exploring the experience of living through Watergate, helps contextualize our current moment. Eagle eyed readers may pick out the New Yorker recommendation unit at the bottom – which only recommends branded content. Genius distribution ha.

branded content by epix on the new yorker

Datapoints of note

  • “When asked how difficult it will be over the coming year to stay ahead of new technological advancements, remain competent across multiple programs and avoid long-term experience debt, 88% of the CMO consultants surveyed by executive service firm Chief Outsiders said it would be difficult — with 10% claiming it will be “very” difficult.”
  • Over 50% of UK internet users to use a subscription OTT video service in 2020.
  • OTT fraud to hit $4b this year and total market size to reach $86.8b by 2026.





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Nudge is built by marketers and aims to serve brands investing in content-based media, across any category, looking to illustrate ROI, generate deep performance insights, and save time.