Advertising agencies have welcomed reports that TikTok, the Chinese viral video app, may introduce a curated content feed to allay brand safety fears – a move that would also enable it to charge higher advertising rates.
Cinema may find itself an unlikely beneficiary of the battle to de-throne Netflix as the leading global content streaming business, writes Matt Hamilton, Head of AV, Wavemaker Imagine a world without Netflix.
“Too much choice” is the lament of British viewers faced with a growing array of SVOD options, and new research indicates a high level of inertia among existing subscribers.
New figures from Netflix show that the streaming business is growing fastest in Asia Pacific, where it has tripled subscriber numbers over the past 30 months, while EMEA is the biggest revenue generator outside of North America.
Facebook has made an initial commitment of $130m to cover the operational costs of a new and independent oversight board, which will decide whether individual pieces of content should be posted on the social platform.
TikTok, the Chinese viral video app that is hugely popular among teenagers, has been operating in the US for two years and now plans to ramp up its challenge to the Google-Facebook “duopoly” with an ambitious advertising strategy of its own.
Article•
Alex Brownsell, WARC Exclusive, December 2019
WeChat offers the best entry point for international brands into the Chinese market thanks to its “open and integrated ecosystem”, according to Kenx Gao, a specialist in cross-border e-commerce.
Consumer responses to advertising in news content varies significantly depending on the medium used, according to a study published by the Journal of Advertising Research (JAR).
Instagram, the Facebook-owned photo and video-sharing platform, will require all new users to provide their date of birth in a move that the company says will help to keep young people safer.
As the social network looks for ways to remain relevant to people’s digital lives now and in the future, a new report indicates that the company is looking to growing industries in both the consumer and business spaces to thrive.
Tencent has ramped up promotion of its suite of digital advertising tools to reach mainland Chinese consumers, as it eyes a larger slice of Australian and New Zealand marketing budgets.
Case Study•
MRS Awards, Finalist, MRS Award for Media Research, 2019
Twitter, the social media app, found that co-ordinating media campaigns across Twitter and TV in the UK drives double digit lifts across a range of brand metrics.
Case Study•
MRS Awards, Finalist, MRS Award for Media Research, 2019
Pearl & Dean, a cinema advertising company, utilised a unique implicit testing methodology to prove that cinema is instrumental in benefiting brands in the UK.
Case Study•
MRS Awards, Winner, MRS Award for International Research, 2019
BBC World Service, an international broadcaster, delivered ground-breaking research that continues to play a key role in addressing the global disinformation problem of fake news.
Case Study•
MRS Awards, Finalist, MRS Award for International Research, 2019
BBC World Service, an international broadcaster, uncovered how many people watch its content globally to help reach underserved audiences through its Global Audience Measure.
Article•
Euromonitor Strategy Briefings, November 2019
Looks at how companies need to prepare for the super app era in commerce by examining how WeChat birthed the revolution and how super apps have spread across Asia.
Uefa, the governing body of European football, and the organisers of the Champions League competition, is reportedly considering a proprietary streaming service to guard against cooling interest in sports rights from traditional broadcasters.
Provides a comprehensive guide to the UK Connected TV (CTV) market, covering everything from how to approach planning a CTV advertising campaign through to measurement and attribution, alongside a bespoke piece of consumer research.
Online publishers in the UK are shifting their focus to non-advertising sources of revenue, as a new industry study reveals that digital publishing revenue declined by 3.7% year-on-year to £113.1m in the second quarter of 2019.
Case Study•
PHD Montreal, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Public broadcaster, Radio-Canada developed a multiplatform strategy to fight fake news to increase the number of users on its digital platforms and become the leading destination for credible and verified media coverage during elections in Quebec, Canada.
Case Study•
WARC Media Awards, Bronze, Best Use of Data, 2019
India-based video-on-demand website ZEE5 brought together data, content and technology in a unique execution to raise awareness of its digital news offering.
Case Study•
UM, WARC Media Awards, Entrant, Best Use of Data, 2019
Satellite broadcast provider DIRECTV used data from social media to connect audiences in Colombia with its OTT service and increase use of the platform during the Copa América.
GroupM looks at the media landscape through the prism of the expenditure of large advertisers and examines some of the key protagonists that affect media supply.
Looks at what marketers can expect from Spotify in the coming months, through an interview with Marco Bertozzi, the company’s Vice President of EMEA Sales and Multi-Market Global Sales, who shares three key pieces of advice for advertisers developing audio advertising strategies.
Explores the growing popularity of TikTok, a mobile video app with a global userbase among teen and young adult audiences, and what opportunities the platform presents for marketers.
Discusses the importance of subscriptions in a time of declining print revenues through digital advertising sales and explores how best to tackle them in order to better engage consumers.
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