Mass Market & Mainstream
Good new Ofcom study. Lots of great data. But the key thing is everyone is online, doing everything online. Well, everyone who is economically interesting. And this chart on social apps demonstrates how connected everything is - but remember it’s adult only so misses a huge amount of usage.
When we first suggested TikTok would run into trouble - back in April 2019 - we never imagined it would become as messy as this. There is so much going on and at such a pace.
We know that Microsoft are interested in buying - but unclear whether that's a geographic deal. Canada, Australia and New Zealand are rumoured to be part of the deal. What happens if Bytedance keep some territories and Microsoft own the others?
Rival apps? Oh yes. As well as Reels from Instagram we have Triller and byte ( from the founder of Vine) topping the app download charts. And a former Vine creator has rushed released Clash. Triller are involved in the comeback of Mike Tyson in a pay per view fight
We continue to be fascinated by TikTok and think it will end up being one of the key platforms, so it remains very relevant for brands. The video of our recent webinar on this topic is now on YouTube.
An interesting piece on the plan for Criteo to mitigate the effects of the IDFA changes features some smart commentary from Arete. They shared their thinking on the IDFA issue in our Guild group. Read it and join the discussion in our Guild community
I think there is a big opportunity for publishers to work with DTC brands - using 1st party data and context to give these new brands an alternative to Facebook ads. This new Buzzfeed strategy shows some of the potential
Disney+ now has 60m subscribers - a target they had set for 2024 - and cited the great reaction they have had to their originals like Hamilton. I still think content is (sort of King) and this is a good review of the Queen B Black is King movie now streaming on Disney+. It is very good.
The Comcast results were a mixed bag. Their Parks business took a hit as expected but the media firms fared better. Peacock hit 10 million subscribers. US ad revenues were down 27% but Sky saw a 43% drop.
Last Thursday evening the opportunity to stay on the beach and enjoy a Porthmeor sunset took precedence over reading the Q2 results from the big tech firms. Sorry. They have been well covered elsewhere, so I will just pick the bones a little.
But there is one big element I think we under miss slightly. These huge businesses that dominate the business world, and how many (most) people now live their lives, are advertising businesses.
Whilst the lustre of the agency world has dimmed, the business of advertising has never been more important. As Benedict Evans says, no one in Silicon Valley talks about ads - unless they are on the ad team. But it keeps the lights on. And drives much of the value of digital businesses.
Facebook had a stellar performance driven by US advertising - and still has huge potential for growth given that ARPU in the US is over 3 times that of Europe. So the boycott doesn't seem to have had much impact. This NYT piece has good analysis and many of the big advertisers who took the PR benefit were pulling TV spend as well, in reaction to Covid.
Zuck pushed back against critics saying;
But the regulators are coming for them. The US hearings feel like the start of something -although the election will shape what happens. The NYT points out that the Europeans retain their appetite for GAFA and the newly announced investigation into the Google Fitbit deal proves this
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