2018 年 8 月 8 日

Industry Insights: Our July Must Reads

The dog days of summer are finally here. Despite the sweltering heat, the race continues, as all things digital continue to near and even surpass traditional media. The July news circuit has been particularly hot, as the digital landscape continues to make headlines.

1. MediaPost: U.S. CMOs Prioritize Innovation

“Advertisers are not seeking innovation for innovation’s sake, but rather innovation that drives ROI, says Jon Kovalcik, executive vice president, Dentsu Aegis Network, global business lead for General Motors’ Maven.”

With the transparency afforded by digital, CMOs are empowered to quantify the value of every campaign they run. Marketing strategies that previously relied heavily on instinctual creativity (think: Don Draper) can now be data-driven, ensuring every marketing effort has direct value on a business’ bottom line. The result is marketing, and the CMO role in particular, is becoming a transformative part of brands’ business growth.

2. Recode: Partnering with Netflix and Hulu hasn’t stopped pay TV providers from losing customers

“In turn, YouTube, Netflix, Amazon and Hulu viewership have increased, thanks to demand for original programming across multiple services. . . Meanwhile, 186.7 million U.S. adults will watch pay TV (cable, satellite or telco) this year, down 4 percent from 2017. That’s slightly higher than the previous 3.4 percent dip the year before.”

In an effort to keep up with the cord-cutting audiences, many traditional pay TV companies partnered with the likes of Netflix and Hulu. By providing discounted bundles with internet TV platforms, companies like Comcast hoped to keep (and even grow) their subscriber base. Yet, here we are, and while the cord-cutting audience continues to grow, the traditional television audience continues to decline.

3. South China Morning Post: True dominance of China's Baidu, Alibaba and Tencent revealed – and how their influence extends worldwide

“Even with an internet penetration of only 55 per cent, the sheer scale of China’s internet population means that the number of smartphone users in the country is three times bigger than that of the US, and the number of mobile payment users 11 times larger.”

It’s important that marketers around the world consider the potential of audiences in China. The scale of the internet-connected audience pool coupled with the dependence on all things mobile in China gives marketers easy access to this audience. Considering the fact that consumers in China spent over $105 billion on overseas products in 2017, the growing value of reaching these audiences has never been clearer, especially with Single’s Day around the corner.