The new Ofcom study Online Nation is a must read on how the UK population have gone digital. Lots of interesting data and this chart jumped out - showing how dominant mobile use is. We think the industry can still be a bit too focused on desktop thinking, because we all have our Macbook at hand the whole time. But in the real world people don’t have laptops - or if they do they are old Dells that take an age to boot up and have the parents social media loaded. For effective marketing everything needs to be Mobile First.
For all the workshops and walls covered in post it notes, real Digital Transformation comes in big steps. As the world chooses to use their mobile to mediate their lives, business needs to respond.
The growth of SVOD subscribers in the US seems to be slowing and the congested market appears to be the problem. Research from Magid looks at 11 services and sees the bigger ones losing subscribers. Consumers don’t have the budget to pay for more and more content and no matter how good the next generation of services is (Disney, Apple etc) i think they may struggle.
Which makes forecasting the prospects for BritBox hard. Especially as the two parties appear to be bickering; ITV has committed to the project but the BBC seem reluctant to give up much on iPlayer, which is already very successful. But Ofcom are looking at some of the new changes the BBC plans for iPlayer to consider the effect on the market. So ITV will be asked to comment on the BBC plans. Oh, to be a fly on that wall.
The $billion question in new TV is how it gets measured. Everyone spending money on advertising is keen to see a standard across all devices and platforms. But getting agreement is hard. The US Media Rating Council are updating how they define a view and their adoption of 30 second as the standard and requiring 100% of pixels to be in view for 2 seconds is proving controversial.
How ads get bought and sold is clearly in flux in newTV and big events like the Olympics are a testing ground. NBC are right in the middle of talks on the 2020 Olympics and this interview on what they expect for 2024 and 2028 is fascinating.
The rapid rise in popularity of podcasts has been amazing and they are now a significant media channel. This deep dive from A16Z looks at the ecosystem, with a look at monetisation and what can be learned from China.
The FT broke the story that ByteDance - the company behind TikTok - plan to make their own smartphone. They have acquired some patents - and some staff - from a Chinese phone maker Smartisan ( No - I’ve never heard of them either). In the article the consensus is this won’t work but I think it’s likely they aim for emerging markets like India rather than the West. With lot of players producing cheap Android phones, their huge reach and the ability to pre load the phone with Bytedance Apps - including the rumoured music service we mentioned last week - could give them a chance
A year on from the launch of GDPR and the general view is that Facebook and Google have done best - as many predicted. That call may be a little premature as the Irish in particular seem to be flexing their muscles; the Irish data regulator has launched 19 investigations - 11 of which focus on Facebook, WhatsApp and Instagram.
Remember Creative Technologists? This is where they went. An admission; I think creative technologist - all nice smart people - actually held digital back. They were always focused on the next shiny thing when they should have been building mobile sites and Facebook ads.
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