Georgia Meyer

Why Airbnb Making Content for Apple Is Radical

Georgia Meyer

30 Apr 2019

Media and Marketing

On 24th April Reuters broke the news that Airbnb is creating a docuseries (“Home”) for Apple’s upcoming streaming service. Over on Amazon Prime Video’s Direct service, Jaguar, Lexus and Shell have all uploaded branded entertainment documentaries available for Amazon Prime Video subscribers to watch.

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Luminary Media Bets Big on Ad-Free Podcasts

Georgia Meyer

24 Apr 2019

The long-awaited podcast subscription service, Luminary Media, went live on 23rd April 2019. The service has raised $100 million from investors with the aim of distributing ad-free exclusive podcast content to users for $8 per month.

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Four Principles for Marketeers to Achieve Business Growth

Cover image for Four Principles for Marketeers to Achieve Business Growth

Georgia Meyer

16 Apr 2019

business growth

Digital economy

The ascent of the digital content economy has wrought radical change to marketing principles, the consequences of which have not yet been sufficiently internalised in marketing strategy and tactics. MIDiA Research has published a report detailing four principles that will equip marketeers with the mindset and tools to achieve business growth via successful marketing in the rapidly evolving digital economy.

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Snapchat Announces Ad Business but Is It Time Up for Third-Party Targeting?

Georgia Meyer

15 Apr 2019

Media and Marketing

On Thursday 4 th April 2019 Snap Inc, which owns Snapchat, announced that it is building a mobile ad network. The announcement came at its first ever partner conference, akin to – but much smaller than – the developer conferences run by Facebook, Google and Apple each year.

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Audio Creator Remuneration: DIY Artists Need x12.8 More Streams and Major Label Artists Need x91 More Streams to Earn the Same As Podcast Creators

Cover image for Audio Creator Remuneration: DIY Artists Need x12.8 More Streams and Major Label Artists Need x91 More Streams to Earn the Same As Podcast Creators

Georgia Meyer

9 Apr 2019

Podcasts are currently front of mind in the media landscape. The greatest gap in information knowledge for media professionals is understanding where podcasts fit into a unified media outreach strategy fit for 2019.

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Ecommerce Wars – Can Instagram’s Shop Window and Check-Out All-in-One Compete with Amazon’s Own Brand Ambitions and Voice?

Georgia Meyer

3 Apr 2019

Conquesting Ads

Commerce has moved online. In this rapidly evolving space, the dynamics of which govern the fortunes of so many businesses and brands, Amazon, Walmart and Instagram are playing their hands fiercely. Their product strategies are defining the space for consumers and businesses alike.

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Advertising Week Europe: Measuring Success Needs an Overhaul – Lessons From OTT

Georgia Meyer

21 Mar 2019

Advertising Week

Advertising Week Europe

Advertising Week Europe has – unsurprisingly – been brimming with discussions about OTT, programmatic and measurement. What is perhaps more surprising is the fact that OTT advertising is still framed as a new space that has not reached its full potential because it lacks the reach of linear channels.

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Four Marketing Principles for the Digital Economy
1.0

Cover image for Four Marketing Principles for the Digital Economy

Georgia Meyer

March 2019

digital content

context

amazon studios

The ascent of the digital economy has resulted in a radical change of marketing principles, the consequences of which have not yet been sufficiently understood. This report outlines four marketing principles derived from the new rules shaping measurement, creativity, purchase behaviour and consumer agency in the digital economy.

TV Ad Round-Up – How the New Video Landscape Competes For Ad Dollars

Georgia Meyer

6 Mar 2019

Media and Marketing

The past ten years of video content, and media content more generally, has been characterised by debates on subscription verus ad-supported revenue models. For a while, Netflix’s subscription model was the envy of the media landscape, suggesting subscription models were the most sustainable means of building business in the digital economy.

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Apple’s Acquisition Arithmetic: What the Purchase of DataTiger Means for Apple and ‘Ads’

Georgia Meyer

20 Feb 2019

Akonia Holographics

Last Thursday 14th February 2019 Bloomberg reported that Apple is now in control of Operatedata Ltd – the UK based startup, home to the DataTiger brand. The company says its technology can “individually optimise marketing flows for your customers in real time across all channels”.

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Hulu and The Egg: How An Egg Outfoxed A Kardashian and Went On To Win The Super Bowl, With Hulu

Georgia Meyer

14 Feb 2019

The egg that beat Kylie Jenner for the highest number of likes on an Instagram photo partnered with Hulu to promo an ad following the Super Bowl. Rather than ‘sell out’ for a branded message, The Egg’s (also known by fans as ‘Eugene’) first spot on Hulu (titled: S1 E1), was a message encouraging people coping with mental health issues to seek support from Mental Health America – providing the relevant links.

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Is Spotify’s Acquisition of Gimlet (the ‘HBO for audio’) the Beginning of the Audio Influencer Boom?

Georgia Meyer

7 Feb 2019

Audio ad engagement

Following six days of speculation, Spotify announced yesterdaythat it is acquiring Gimlet Media (comprising Gimlet – the production house, and Anchor – the production, distribution and monetisation software tool), for an undisclosed sum.

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Super Bowl Ads 2019: The Death Wish of Playing Safe

Georgia Meyer

31 Jan 2019

Over the last few years, brands have been taking increasingly political stances. Whether Heineken’s ‘Open Your World’ 2017 ad, or Gillette’s ‘We Believe: The Best Men Can Be’ spot at the start of 2019, there has been a growing trend for brands boldly (and some say, haphazardly), entering the ‘political’ sphere.

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Digital Consumer Ad Profiles
Targeting Music and Video Streamers

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Georgia Meyer

January 2019

Spotify

Radio

YouTube

Digital music and video consumers navigate an increasingly nuanced landscape of content formats, from paywalled to ad-supported to social. Levels of engagement with new social formats vary considerably amongst weekly active users (WAUs) of three of the main music streaming services (Spotify, Apple Music and Amazon Prime Music) and video streaming services (Netflix, Amazon Prime Video and YouTube).

Amazon, Regional Sports and Owning the Local Economy

Georgia Meyer

16 Jan 2019

21st Century Fox

Amazon is reportedly bidding for all 22 US regional sports networks that Disney is putting up for sale (as part of its $73.1 billion deal to buy most of 21st Century Fox). Among the networks is the YES Network, that broadcasts New York Yankees games, as well as an array of professional NBA, NHL and MLB leagues.

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Why 2021 Could Kill TV, Save Apple and Mark the End of Ads in Broadcast Sports

Georgia Meyer

9 Jan 2019

21st Century Fox

2021–22 are the years when the world’s most expensive premium domestic sports rights come up for renewal. In the US the NFL, MLB and NHL broadcast rights will all be up for tender, whilst in the UK the Premier League (EPL) rights will be up for renewal.

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Will ‘Pause Ads’ Flourish or Fail?

Georgia Meyer

3 Jan 2019

AT&T and Hulu have announced a trial for a new ‘pause’ ad format, whereby ads are placed on screens the moment a user literally presses ‘pause’ on content. As consumers become more adept at avoiding unwanted advertising, these unsolicited insertions may well be seen as yet more unwelcome interruptions.

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Team Instagram: 2018’s Ideological Warfare

Georgia Meyer

14 Dec 2018

For Facebook, Instagram serves three critically valuable purposes: it maintains Facebook’s connection with younger users – shielding itself from competition with Snapchat. Secondly, it is opening up crucial new revenue streams via Instagram story ads.

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Superstars and Specialist Services: Will OTRO Bring Value to Fans, Footballers and their Financiers?

Georgia Meyer

7 Dec 2018

digital content

niche audiences

As debates on the sustainability of various digital content business models continue to play out live, OTRO, a new entrant to the market offers an opportunity to marry competing points of view. OTRO: the overview Otro is a new digital content offering for football fans: exclusive content, documentaries, competitions and access to personal moments with the world’s top players will populate this new $3.

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Managing Fandom
Competing For Audience Attention Across Content Formats

Cover image for Managing Fandom

Georgia Meyer

November 2018

digital natives

Netflix

hulu

In the distributed digital landscape audience overlaps are sometimes unexpected and nuanced; the competition for attention goes beyond the simple binary choices of one TV show or another – i.e. video subscribers can be gamers too. The battleground is about time spent with content – of a broader type, including games.

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