Traditionally, TV data such as audience figures has been collected through set top-based research panels, and used as trading currency by the whole advertising industry. However, the advent of digital, cable TV and on-demand platforms, coupled with changing viewing habits, mean broadcasting companies are increasingly mining their own data and are using it to exponentially add value to TV advertising.
Category Archives: Media Owners
I spend a lot of time noodling around Facebook and on blogs and forums, much of it for professional reasons.
But the blurring of editorial and advertising via personal (and apparently editorial) endorsements is starting to genuinely worry me. I therefore really like the fact that in the last couple of days, regulators on both sides of the Atlantic seem to have started to pay close attention to how the world is changing
Media owners, journalists, advertisers, people who love magazines: there is good news. The number of digital editions of consumer magazines sold over in the first six months of the year is up by 64 per cent compared with the same period in 2012, according to figures released by the Audit Bureau of Circulations today.
The Telegraph and The Sun are two more media companies that have recently launched paywalls. Following in the footsteps of The Times and The Financial Times they are paving the way for more publishers to follow suit and charge readers money for the news content they consume. However, with so much competition from free online news sources, both sites will need to offer exclusive content and a unique perspective in order to convince readers to start paying.
When you are putting across an argument or idea, you know what you are trying to say – and you believe your opinion is right. However, in focusing on your idea, it can be easy to forget that the way in which you are conveying your opinion may not be logical or comprehensible to the other party.
Take the image to the left for example. Both parties believe they are right, and you can see why. Two people are looking at exactly the same object, but in a completely different way; and from different perspectives. Read More
Spotify has finally come to Singapore! The world renowned streaming music playlist/personalised radio brand has landed after years of developing its brand in America and Europe and building up a loyal following. The main stumbling block in Asia for all these music/video content players is rights.
Asia is infamous for illegal downloading. The 240 million people who live in Indonesia for example only bought 11 million CDs last year compared to the 6 million illegal downloads they do a day, at a conservative estimate.
Singapore is actually the world capital of illegal downloading per capita fuelled by the obsession with the latest tech gadgets, high speed internet and multiple music playing devices…..and desire for a freebie (despite having the world’s highest GDP per capita, US$30k above the UK)!
Traditional media owners are set to profit from multiscreen viewing and smartphone ownership if the right pricing models are adopted, is the rather heartening message from a KPMG study this month. In the advisory firm’s Media And Entertainment Barometer study, the decades old assumption that people have become too accustomed to free content online to start paying, is challenged. Read More
Yahoo is on a mission. Last week saw the acquisition of Tumblr for over a billion dollars. In March, it purchased an app, Summly, from a Wimbledon schoolboy for $40 million. This week, whispers are rife within Silicon Valley that it is a lining up another colossal bid for hot tech property, Hulu. Rumours are that it’s prepared to pay a staggering $800m for the service which allows you to stream films and TV series.
Many theories have been put forward for Yahoo’s sudden glut of activity – the ability to buy data, the fact they will get better insights into their audiences and can target them better – and all have valid reasoning. But I think there is another reason that Yahoo is making these purchases – image.
With convergence of markets, proliferation of choice and information more accessible than ever, the challenge for brands to present and mould themselves into distinct personalities is ever increasing. Going beyond a product or service function and becoming a set of values, symbols, icons that target consumers can relate to is a key goal for brand owners. This is a relationship building function that needs to evolve along with culture, society and changing preferences.
China’s social media landscape is renowned for its complexity. As each social media platform looks to monetise faster and further than its competitors, brands are dealing with a constantly moving environment, and nailing a strategy across this can be extremely complicated.
Within this nebulous environment, brands have to learn to navigate and make use of the market size in the most efficient manner – setting quality over quantity. To help cut through the noise and complex social media structure in China, we have selected some key channels that are an essential starting place. Read More