And their business is evolving to more of a services model. The much anticipated Apple One (their Prime) where access to content is bundled into a variety of monthly subscriptions - is rumoured for October.
And more people see the Apple ambition for advertising growing. This Forbes piece argues that Apple have a distinct advantage over Facebook, Google and everyone else as they have a separate permission at the OS whilst everyone else needs to ask.
It’s not often new hardware launches to a lukewarm reaction, but eventually succeeds. Portal was not liked by many when Facebook launched it in 2018, but it now gets great reviews. The idea of an easy to use, large screen has captured the behaviours that Facetime owned and the marketing has positioned it as a home device. But with WFH ubiquitous, their latest partnerships make sense - compatibility with the main video call apps - Zoom, BlueJeans, Webex and GoTo. No Google Hangouts though.
More evidence of the surge in newTV advertising. SpotX see a 60% increase comparing the first week of August with April of this year. There is a lot of money in motion from linear TV and smart Agency people see the inevitability of advertising growing in newTV, as subscription fatigue kicks in.
It will not happen overnight but it will happen. Money follows audience.
Over familiarity with search leads to it often being underestimated. Many brands underspend - and are hence invisible to the queue of potential customers. And lots waste a chunk of their budget on buying their brand name and pay for traffic that could have been free. To be fair, most firms with a good digital team do a pretty good job. But for those brands that still have a more traditional mindset, there is lots of potential.
So it’s encouraging that more people are seeing the potential. This piece on the most important metric you have never heard of is a good start on how to think about search. And this econsultancy piece shows how a marketer can get real insight really easily (Our friends at Google have been evangelising this for years but because the end result is usually more revenue for Google, many have yet to convert.)
The TikTok turmoil rumbles on. The 45 day deadline is now 90 days, but as the clock ticks down I wonder whether this may end up in the long grass; the 90 days expire a week after the US election. The TikTok team are being more vocal - with their US general manager saying;
So let's look at their business rather than the politics. They are sharing lots of content on how to make the most of the platform. This Creative Review promotion looks at Why Tiktok’s Fully Sound-on Platform Is The Next Creative Frontier and this tweet reminds us that the creative possibilities are immense.
His thesis is that gaming is growing so fast but the barriers to entry are low compared to other types of media. And that is very poorly monetized compared to any other media - in terms of money versus time spent.
In this NYTimes Opinion piece, the chief global strategist at Morgan Stanley summarises the state of gaming and forecasts;
This opportunity is why Tencent is so busy investing in games. As well as significant stakes in Snap, Spotify and Tesla they have been busy buying stakes in a number of European games studios. This Sifted article lists 11 - from small to big.
Algorithms have been getting bad press this week. The problem with artificial intelligence is so many people talking about it, personify it.
The FT covers the subject well and in this piece argue that recent events show a sudden breakthrough. The TikTok recommendation algorithm seems to be next level - and explains why Microsoft believes it could help their AI focus. And the attention that GPT- 3 is getting has legitimised and accelerated conversations around Machine Generated Content.
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