Blog: Marketing - Page 4

Read our latest daily deep dives, hot takes, and exciting updates about the entertainment world. Check out the latest insight from your favourite analyst, or search by coverage areas - music, entertainment and fandom, creator economy and social.

What should label playlist strategies be in 2020?

Keith Jopling

15 Oct 2019

Marketing Strategy Product Strategy

MIDiA’s ‘Playlist Revolution’ report recently highlighted that, although playlists have become valuable commercial music real estate in their current form, there is plenty of scope for further development of the format.

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Fortnite’s black hole: A fandom play for peak attention

Hanna Kahlert

14 Oct 2019

Fandom fandom insight Fortnite

One would think that, in a highly competitive market where every entertainment proposition is now increasingly struggling to maintain engaged audience share, the ideal strategy would not be to obliterate one of your most popular ( 250 million players globally ) games with an asteroid strike.

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Five trends changing music marketing

Keith Jopling

2 Oct 2019

Marketing Strategy Music

Marketing music has never been straightforward. That’s why back in the day, label executives would use the single as the shortcut to finding an audience on which to propel the artist, and even more importantly, their latest album.

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Three things you need to know about ASMR videos

Amanda Stears

24 Sep 2019

ASMR ASMR videos Marketing

What is ASMR? ASMR stands for autonomous sensory meridian response, a sensory phenomenon that is increasingly known to induce relaxation and counteract anxiety. ASMR is known to induce a tingling sensation which usually spreads across the scalp and back of the neck when triggered by audio and visual...

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Advertising at the Dawn of AVOD: Privacy and Consumer Sentiment

Hanna Kahlert

18 Sep 2019

Marketing Strategy Audio

The market is prepping itself for a big push into ad-supported video on demand (AVOD), as illustrated by Viacom’s recent acquisition of Pluto TV, Sinclair Broadcasting Group’s launch of STIRR, and Amazon’s IMDbTV rebrand and subsequent European rollout.

Sports Fans Consumer Trends 2019

Hanna Kahlert

4 Sep 2019

Fans Marketing Media

This post features excerpts from MIDiA’s recently published Sports and Marketing and Brands report, Sports Fans Consumer Trends 2019 by Alistair Taylor . Sports-centric subscription video on demand (SVOD) services have largely struggled to entice subscribers, based on their current value propositi...

Take Five (the big five stories and data you need to know) August 23rd 2019

Mark Mulligan

23 Aug 2019

Apple TV Games google chrome

Taylor Swift, pre-sale love: Taylor Swift tends not to adhere to prevailing industry trends. As a millennial artist with a strong Gen Z following, streaming should rightly be the core of her recordings career.

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The Global Rise of Brand-Agnosticism

Hanna Kahlert

20 Aug 2019

brand agnostic brand loyalty Marketing

Before the digital era, when distribution was limited and messaging had far more barriers to cross to be received, establishing brand loyalty was a critical part of remaining successful. Baby boomers today still retain loyal ties to brands and behaviours from their respective pasts.

YouTube is Monetising Fandom Through Subscriptions

Amanda Stears

31 Jul 2019

Fandom Fine Bros Entertainment influencer

YouTube is no stranger to subscription models; it had 53 paid channels in 2013 with monthly subscriptions priced from $0.99-$2.99. Four years later, the paid channels were discontinued with YouTube stating in its blog, “This service offered monthly subscriptions for some channels, but with less th...

Is YouTube MLB’s Answer to Tap into Younger Audience?

Alistair Taylor

29 Jul 2019

baseball cable consumption Channel 4

On July 18 th , Google-owned YouTube livestreamed the first of its exclusive Major League Baseball (MLB) matches, acquired through a partnership announced with the MLB at the end of April 2019 . YouTube’s first exclusive live game distribution deal with the MLB covers 13 games during the second ha...

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The Frank Ocean Days May Be Gone, but Streaming Disintermediation Is Just Getting Going

Mark Mulligan

24 Jul 2019

Marketing Music

Music Business Worldwide recently ran a story highlighting that both Spotify and Apple Music were backing independent artist (i.e. independent of record label rather than an indie label artist) Aaron Smith, including featuring him in priority playlists such as Spotify’s New Music Friday.

Sports and Sponsorships: MLB Seeks Revenue Home Run

Alistair Taylor

22 Jul 2019

Innovation Marketing Media

Major League Baseball (MLB) could finally allow for sponsorship patches appearing on its teams’ uniforms, the league confirmed to the Sports Business Journal . US sports have historically steered clear from patch sponsors on game day apparel, until 2006 when the Major League Soccer’s Real Salt L...

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Privacy Concerns and Digital Advertisers: Why Brands That Demand Attention Will Lose out in the Post-Peak Shift of the Attention Economy

Hanna Kahlert

16 Jul 2019

attention economy peak digital marketer digital marketing

Mid-2019 sees the digital market mid-quagmire. The saturation of the attention economy is driving further and further competition between brands to create propositions that can stand out enough to earn adoption, in a market where overwhelming choice vastly outweighs the total adoption potential of c...

Free-to-Attend Event: Monetising Fandom

Mark Mulligan

10 Jul 2019

artist brands artist data audience data

Join us on Wednesday 17 th July in central London for MIDiA’s next free-to-attend event: Monetising Fandom in a Fragmented Content Landscape. Regular attendees of our events will know that they combine great new data and analysis with insightful panels and a mix of attendees not quite like at any ...

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The Artist Marketing Playbook Needs Rewriting

Mark Mulligan

5 Jul 2019

artist marketing artist streams Artists

The whole essence of fandom is being turned upside down. An emerging crop of streaming-native artists is finding its audience in a much more targeted and efficient way than via the traditional music marketing.

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Is Pay-TV killing off Niche Sports?

Alistair Taylor

4 Jul 2019

Awareness BBC BBC One

With both the ICC Cricket World Cup and FIFA Women’s World Cup approaching their climaxes, the stark difference in audience engagement raises the question, is pay-TV killing off niche sports? Deciding the medium through which to distribute live sports has never been more crucial.

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Why the UFC Wants to Replicate the Yao Ming effect

Alistair Taylor

25 Jun 2019

athlete audience culture brand leverage

The NBA is the third highest grossing league globally, generating $7.4 billion in 2017, behind domestic rivals MLB and NFL. Whereas the MLB and NFL have largely struggled to entice a truly global following, the NBA have become synonymous with Chinese sports fans, and offers a template for the Ultima...

Is Cricket the New ‘Greatest Show on Turf’?

Alistair Taylor

19 Jun 2019

21st Century Fox ad skippers addressable audience

Even before the St. Louis (now LA) Rams were setting records in the NFL during the 1999-2001 seasons, earning the nickname ‘The Greatest Show on Turf’, the Super Bowl was viewed as an unrivalled opportunity to advertise brands, products, and movie trailers to the masses that tune in (or increasi...

Television Performance Measurement Is Falling Short

Hanna Kahlert

20 May 2019

Chart Of The Week Data Point Of The Day index

When the television first entered homes around the world, it was a safe assumption that if it was on it was the centre of attention in a room. Whatever was broadcast to the screen for that evening would be closely regarded with well-deserved awe.

Niche is the New Mainstream

Mark Mulligan

17 May 2019

artist campaigns artist marketing digital marketing

Fandom is fragmenting. Streaming personalization and falling radio audiences are combining to rewrite the music marketing rulebook, ushering in a whole new marketing paradigm. Hits used to be cultural moments; artist brands built by traditional mass media.

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