The Paywall Paradox Ring Fencing Advertising’s Most Valuable Consumers
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Music and video subscribers are the most influential technology and brand advocates amongst their peer groups and are therefore the most valuable users for advertisers and brands to reach. They are consuming progressively more content behind paywalls, which, as predominately ad-free spaces, represents a growing challenge for marketers. These consumers are also driving growth in social e-commerce and voice-activated devices, which, though still embryonic in development, will grow into more sophisticated and efficient sales tools for brands. To capitalise on this rapid evolution of the digital commerce ecosystem, marketers have to adopt a new two-fold methodological approach to engage these difficult to reach but critically valuable consumers.
Companies and brands mentioned in this report: Amazon, Amazon Video, Amazon Prime Video, Amazon Echo, Apple Home Pod, Apple Music, Facebook, Netflix, Snap Inc., Spotify, Tencent