Monday June 10 This is the free version of Fridays Fix/Insider newsletter.
Have you considered upgrading to the full Fix experience? Cheaper than a Greggs sausage roll. You can sign up here(and the audio version is here)
I think the industry is set for reset and the shifts made by Netflix will impact everyone else. To use the old cliche there was a gap in the market for Netflix but the market in that gap will only support one or two players. The subscription model just doesn't scale - especially when we have a global cost of living crisis
The challenge is how quickly the abundant advertising revenue can switch from linear to streaming, when many Agencies are wedded to a legacy model, even though incremental reach is crucial.
Some see we have entered the second act and behaviours need to change - particularly around the major cost - content. The new WMD head seems to be setting the agenda here
And their size remains a competitive advantage - the machine is excellent at finding new content in unexpected places and the size of their audience helps them see patterns better than most - as in hits like Squid Game;
In the interview Sarnadon acknowledges the challenges they face - mentioning the scale of password sharing; “About a third of American households are borrowing the password to someone else’s account,” That sounds about right to me - every time i talk on this subject I ask who shares and we get a quarter to a third raise their hand.
But out of this some policy will emerge that wil roll out into other territories. If the US have a third of customers sharing, the impact of a clamp down will be significant - and likely to have more impact than ad revenue will in the short term.
Whilst the world of merchants is driven by two ket trends - the disruption of Fast Last Mile delivery and the opportunity of a rich new revenue stream to subsidise this with Merchant Media
Below the surface there is lots going on - a new report from CB Research on The Future of the Supermarket looks at how technology is making grocery shopping more personalized, efficient, and sustainable. A new job opening at Morrisons for a Digital Product Manager shows what a focus this is for all the key players.
One of the issues we see with our GoodTikTok Creative is the screen getting cluttered with user names, captions, buttons and more. Now TikTok is testing a Clear Mode so users can scroll without distraction.
The Apple event next week promises to be interesting. The big questions are around;
Adetch - do Apple do more to push privacy? If they clamp down on finger printingthat could shake up a market still dealing with post ATT tremors.
AR - are they ready to launch an AR product? What does that do to other players - like Snap? But could Snap be a partner? They have the biggest audience of AR users and hence a prime market for new hardware. They are already heavily featured on the Apple site
Search - is now the time Apple turns off Google insight into iPhone users by removing their position as default search engine? And how do they make up the $10bn plus that Google currently pay them? Their own search engine?
The Opportunity for Brands in Data-Driven Creative Strategy - Vidmob
Marketing’s next frontier for marketing performance is creative performance. Artificial Intelligence and automation can surface creative elements that drive performance. Capturing data isn’t new for marketers, but bringing useful data, learnings and insights and a common language that both creative and performance or growth marketers understand is a step change. Insights need to inform teams to help them create, learn, perform and improve, so that they can confidently drive continual improvement against business metrics.
At VidMob, we’ve not only developed leading creative technology, but have developed a methodology that supports organizational processes and workflows to make use of all this data. Layering creative efficiency on creative effectiveness delivers even more value to the marketing team.For so long now, many creators had zero visibility into whether their creative decisions were making an impact from a business perspective. Intelligent creative processes make it possible for creative teams of all forms to see the impact of their ideas and have confidence in the choices they are making because it is supported by data. The creative process is changing because actionable data is now in the mix.