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It’s all about Video - from the new Ericsson report. 5 times more data by 2025 and three quarters will be video.
The latest GroupM forecast is pretty chilling reading. But it is positive for digital; both for the platforms and what GroupM call Digital Extension - online ads sold by traditional media companies. The most dramatic figures are those for TV - showing a 17.6% fall in 2020 and just a 6% rise in 2021. The comparative figures for newspapers are worse - 26% and 2.6%.From the FT this quote from a senior ad exec resonates;
So it’s a good time to consider the IAB New Fronts which run through this week. Designed to build on the TV Upfronts (which have set the agenda for US TV spend over the last half century), the New Fronts are where Digital brands set their stall out - and per the Ericsson chart above it’s (nearly) all about Video. And everyone significant is there.
The distribution of channels is a key factor in their success and we are seeing some players emerge as gatekeepers. Both Roku and Amazon are key and seem to be playing hardball. Alternative work arounds - like getting your app on to Samsung and other smart TVs - are good but making the most of these gatekeepers seems critical.
With Caroline McCall running the show the new regime at ITV seems to have a plan. As their core business struggles, the burning platform has driven some smart initiatives and many forget they have been focused on data for a while. You get a good sense of how ITV think now from this interview with the head of their Agency talking about their Mental Health initiative. Their PlanetV project is making good progress and this long interview with their head of Advanced Advertising is a really good read. It ends with this bullish quote;
Prolonged store closures have forced brands around the world to recalibrate their media campaigns to focus on driving online sales. With this shift to digital, it’s become even clearer that every advertiser is a performance advertiser
This news story on the launch sums up the other platforms push for more Performance focused ads. Everyone wants to get closer to a transaction as that is where the value lies.
The new report from McKinsey called Performance branding and how it is reinventing marketing ROI is really relevant - especially this quote;
Making the simple complicated is commonplace; Making the complicated simple, awesomely simple, that's creativity - Charles Mingus
I'm with Charles. Too many people makes things too complicated. I try to really understand what's going on, and look for the patterns that unlock opportunities.
How could I help you unlock the potential of newTV?