AI & Medicine

One thing our wonderful NHS could do with is some better tech. Anytime you get involved it’s liking going back to the last century – letters, files stuffed with bits of paper and those archaic looking windows programmes that remind of the first Internet Explorer browsers. So news that the clever people at Deep Mind have been give access to some – encrypted – data to try and predict Kidney problems should be seen as a good thing.

In another glimpse of the future of medicine a Fix Friend is using NHS content to power the YourMD app on Facebook Messenger. This is a great service and well worth trying.

YouTube

“We’re thinking about, well, how does TV work for the next generation? Now that we have new ways of distributing, now that we have the internet, what should TV look like? We’re going to enable it to be global, and social, and across divides, and on demand — that’s a big area,”

It’s a good interview and it does mention one area with huge potential – How To videos. The site already has huge amounts of content around this and smart brands have seized the opportunity to have branded how to videos. But few do it well and there is plenty of opportunity to make better ones.

The other success for YouTube is the way new talent has earned huge audiences – as we mentioned a while ago over 2000 YouTube channels have over 1 million subscribers. And YouTubers etc increasingly dominate the annual Variety celebrity influence list. More evidence of how powerful this conjunction of talent and channel is how a fashion chain went bust owing one influencer $500k

Brands – or at least Agencies - increasingly recognise the value of YouTube advertising and Interpublic have just agreed to shift $250m from traditional TV.

Lets hope some of that money is being used to create advertising that suits the format, rather than just repurposing 30 second TVCs.

GAFA & Sport

We can’t talk about YouTube without mentioning the moves into sports content. Amazon have hired an experienced exec to lead their efforts – remember they were the higher bidder for the NFL rights that Twitter won.

Snapchat have agreed a deal with NBC to repackage their Olympics rights, with a dedicated channel where Buzzfeed will curate NBC content into short pieces and Snapchat will run live stories. It is interesting that existing rights holders are ‘partnering’ with tech companies to learn how sports can be reimagined on these new platforms. And they chose to take less money from (arguably less threatening) Twitter over Amazon. This learning should mean they can better estimate future values of the rights and bid accordingly in the future.

That probably won’t really help them as GAFA see sports as an Anchor – a reason for people to buy their devices or sign up for Prime etc – as well as a revenue opportunity. And we think the current rights holders will become collateral damage when – not if  - GAFA start spending.

Music                                                         

Apple Music seems to be doing pretty well with 13 million paying subscribers  - up from 11 million in February. But there is a feeling it could be doing better and a new interface is just one of the changes planned.  We still think a Tidal acquisition is the right next move – for them or for Amazon.

With Spotify now working on our Alexa, Amazon continue to push into music but their Prime Music service needs some love and attention

Both can afford it and the injection of talent – and exclusives like the new Beyonce album and the Prince back catalogue – would make it a great investment. Some of the key music biz people agree with us;

Publishing

The New York Times continues to set the bar for newspapers and their evolution into the digital age. Their new results show that their Paywall model has driven the proportion of their revenue that comes from subscribers to 57% - up from 38% in 2010, (before the paywall). Their ad revenue is down slightly, with print down 9% but they have some new revenue drivers like crossword subscribers.

Here in the UK Trinity Mirror reported print revenues were down 19% but digital grew by 16% but on a lower base. And the Times are moving away from breaking news online as they look to get back in the digital ad business, with their recent Unruly acquisition.

The revenues publishers earn from Apple, Google and Facebook for the distribution of their stories are rarely discussed – so the Bloomberg Media CEO suggesting they are feeding on the scraps is very interesting.

“While that’s all legal, based on fair use, there is a real question about how fair it is that Facebook can have $16bn to $18bn dollars, $3bn or $4bn dollars in ebitda on the back of our content.”

Making the most of the distribution opportunity that GAFA gives is a key challenge for publishers, so debates about the consequent remuneration aren’t going to go away.

Quick Reads

The outdoor business have new research that confirms what everyone sort of knows; blending outdoor with mobile makes loads of sense. We did a lot of work on this a few years ago and have been surprised at the slow progress. We’re starting to see some new formats  - with mobile ads on buses powered by Beacons. The issue here is where brands get the advice on how to make the most of these new opportunities?

Facebook have new tools to manage branded content – which would also seem to give Facebook better tools to identify and manage (and tax?) brand integrations.

Pinterest are stepping up their focus on ads. A Fix friend has been lured away from Instagram to run their team in Europe and a new acquisition should give them the tools to target ads against their users wherever they are on the web.

One of the earliest big trends in mobile UX was the hamburger menu – a simple way to manage the limited space on a device. The only problem was no one told consumers how it worked, so traffic to anything behind the menu tended to plummet. Facebook were one of the first to move back to a navigation bar and Spotify have now done the same. The floating buttons in Android are probably the best way to handle these issues – we’ll just have to wait for Apple to be inspired by them.

Finally ….We had a good response to our piece last week about making mobile ads better and we have fixed a breakfast next Friday to discuss what we might do to improve things.

It’s complicated isn’t it? Wouldn’t it be better if we just went back to good ads, on the right sites, helping people discover new things they may like? Thus helping the brands that fund the ads, find new customers for their cars, credit cards and creams. Whilst rewarding smart content makers for creating content that engages and entertains the right people.

Pinterest are stepping up their focus on ads. A Fix friend has been lured away from Instagram to run their team in Europe and a new acquisition should give them the tools to target ads against their users wherever they are on the web.

One of the earliest big trends in mobile UX was the hamburger menu – a simple way to manage the limited space on a device. The only problem was no one told consumers how it worked, so traffic to anything behind the menu tended to plummet. Facebook were one of the first to move back to a navigation bar and Spotify have now done the same. The floating buttons in Android are probably the best way to handle these issues – we’ll just have to wait for Apple to be inspired by them.

Finally ….We had a good response to our piece last week about making mobile ads better and we have fixed a breakfast next Friday to discuss what we might do to improve things.

It’s complicated isn’t it? Wouldn’t it be better if we just went back to good ads, on the right sites, helping people discover new things they may like? Thus helping the brands that fund the ads, find new customers for their cars, credit cards and creams. Whilst rewarding smart content makers for creating content that engages and entertains the right people.

If you are interested in sorting this out, come and join the discussion.

And we are out and about, moderating a panel at an IAB event on Tuesday. If you are there come and say hello.

And we are out and about, moderating a panel at an IAB event on Tuesday. If you are there come and say hello.

All Posts
×

Almost done…

We just sent you an email. Please click the link in the email to confirm your subscription!

OKSubscriptions powered by Strikingly