Digital Digest The 5 Things You Need To Know This Week 9th October 2020
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Digital Digest The 5 Things You Need To Know This Week 9th October 2020
Big Four Facing This could be the beginning of the end of the dominance that
Amazon, Apple, Google and Facebook have held over the digital
How this plays out will be of extreme interest to the
Irish economy as it will directly impact their
Increased
world for the last decade. presence and structure in Ireland. While only a
recommendation for now, we could be marking the
A recent investigation by the US House Judiciary Subcommittee on end of an era of dominance of these companies.
Scrutiny Over Antitrust has delivered a 449 page report on its findings, and took
more than a year to produce. The message coming from it is clear:
Anti Competitive the big four have gotten too big and have actively deployed tactics
in order to protect their positions and stop competition. “To put it
Behaviour simply, companies that once were scrappy, underdog start-ups that
challenged the status quo have become the kinds of monopolies we last
saw in the era of oil barons and railroad tycoons.”
Some of the headlines from the report include:
• Chrome’s dominance as a browser gives Google power to “shape
outcomes across markets for search, mobile operating systems
and digital advertising”
• Google siphoned traffic from publishers, who had to buy ads on
Google to get it back
• Facebook used its data to identify and thwart competitive
threats
• Amazon not only operates a marketplace, but also uses to sell its
own products – a clear conflict of interest Read more here:
• Apple rules with an iron fist in its App Store https://www.vox.com/recode/2020/10/6/21505027/con
gress-big-tech-antitrust-report-facebook-google-amazon-
apple-mark-zuckerberg-jeff-bezos-tim-cook
None of the above come as any great surprise, but the solution
recommended is interesting; introduce laws to potentially break
them into separate companies; create new powers to punish and
limit anti competitive behaviour; block future acquisitions.
Nielsen’s Ad ‘How much do you think they spend on search?’
- Every Digital Marketing Manager
Intel Report To Nielsen, the company behind the Ad Intel report is hopefully about
to answer that for us!
Introduce The Ad Intel report is used worldwide by marketers as they assess
the advertising industry and the different verticals within it. Nielsen
Search Spend has just announced that it is to add search spends to the report for
the first time in the US. While there is not yet a clear date for a roll
out across Europe, this will come as a very welcome addition
globally.
The stark absence of search from the Ad Intel report has continued
to grow, as investment into search increases and it commands more
of advertisers’ budgets. Due to this gap in reporting intelligence,
brands and agencies have had to make estimates about their share
of voice within their category, and that of their competition. Google
have always famously kept this information secret and revealed very
little in terms of category specific ad spend. The same can be said for Read more here:
other tech platforms like Facebook too.
https://www.nielsen.com/us/en/press-releases/2020/nielsen-
supercharges-ad-intelligence-platform-with-richer-
Nielsen’s addition of search data comes as they partner with ad advertising-spend-data
intelligence firm The Search Monitor. Nielsen said it will give
subscribers access to information for a wide variety of channels in
the search ad market, including paid, organic, and product listing
ads. While it still appears that this will be based on estimates, a
common measurement will at least help give a clearer picture of the
competitive landscape.
If there is one industry that has reaped the benefits of millions of Could this be the start of esports expanding
The Future Of people confined to their homes, it’s the gaming industry. The problem
gaming companies are having is broadening their audience to cover
beyond their primary audience of male hardcore
video gamers, and becoming a real reach driver for
Esports Looks more than just 15-30 year old hardcore gamers. marketers? It certainly feels like a turning point in
esports entertainment.
More Like TV, Enter Electronic Arts’ (EA) idea: What if you took a video game with
an obsessively cultish following and made it the basis for a reality TV
show?
& Includes The result was The Sims Spark’d, which debuted on TBS’s Eleague
More Than Friday Night Line Up, and BuzzFeed‘s Multiplayer YouTube channel
last month in a four-episode series. The show had a reality TV show
Just Hardcore look and feel, complete with an American Idol finalist as host, a set of
judges, YouTube influencers who were divided into groups and
Gamers
forced to produce story lines, characters and worlds under extreme
time constraints and limitations.
EAs typical esports shows airing on platforms like Twitch and
Eleague, are not only lengthy but based on the sports broadcast
model (commentators analyse the game, but the real drama is simply
the game itself). With The Sims Spark’d, the show didn’t look to mimic
sports but rather TV – specifically reality TV, where every second
includes maximum emotion and conflict. It’s primary goal wasn’t to
drive interest back to the video game either, it was just to entertain.
Read more here:
The Sims Spark’d reached over 4 million people for its entire run, https://www.fastcompany.com/90543555/ea-has-
seen-the-future-of-esports-and-its-shorter-celeb-
reaching an average of 769,000 people during the Friday night filled-and-for-more-than-just-dudes
premier airings on Eleague. It drew more viewers between the ages
of 18 and 34, and garnered the second highest percentage of female
viewers, compared to all other Eleague shows that aired this year.Google To
Google and Facebook have been under fire across the globe for some
time now, over use of news content without sharing revenue with news
publishers. The biggest development in this story so far has been the
Invest Australian government announcing that they will force the US tech
giants to pay Australian media outlets for news content. It is truly a
€1Billion Into
landmark move to protect journalism and will be watched around the
world. This is also very topical in Ireland given the recent announcement
of The Future of Media Commission.
Partnerships In response, Google has announced the Google News Initiative to work
With News
with the news industry to help journalism thrive in the digital age.
According to Google, they had already taken steps to support the news
industry; sending 24 billion visits to news websites globally every
Publishers month; committing $300 million to the industry, including emergency
funding for local publishers to help with the impact of COVID-19, and a
Digital Growth Program aimed at small and medium-sized publishers.
In addition to that, Google have just announced that they will invest
€1bn dollars into partnerships with news publishers and the future of
news. This will pay publishers to create and curate high-quality content
that will be delivered in the Google News Showcase product. The News
Read more here:
Showcase is made up of story panels that will appear initially in Google
https://blog.google/outreach-initiatives/google-news-
News on Android. It will launch soon on Google News on iOS, and will
initiative/google-news-showcase/
come to Google Discover and Search in the future.
This feature will start rolling out soon to readers in Brazil and Canada
before reaching our shores. Google have already signed up nearly 200
publishers globally which will be a big boost for the news industry given
the current changes to the market.LinkedIn To Roll In March 2020, LinkedIn announced that they were testing a new ‘Stories’
format to the professional social network. At the end of September,
LinkedIn started rolling out the product in 7 markets and after initial
Out ‘Stories’ success, the plan is now to launch this feature in the remaining regions
over the coming weeks.
FeatureIn Irish This feature, much like that of Instagram & Facebook, allows you to post
real-time updates about your life and aims to encourage more community
Market engagement across the platform. Corporate events, when they do get back
up and running, will likely take great advantage of this format. It aims to
Following US encourage more casual conversations and take the pressure from
committing to permanent feed posts.
Success “The sequencing of the Stories format is great for sharing key moments from
work events, the full-screen narrative style makes it easy to share tips and tricks
that help us work smarter, and the way Stories opens up new messaging threads
makes it easier for someone to say, “and by the way… I noticed you know Linda,
could you introduce me?”” - Pete Davies, Head of Content Product, LinkedIn.
Here are four ways you can integrate Stories into your LinkedIn Marketing
Readmorehere:
strategy:
https://www.businessinsider.com/advice-for-what-you-
• Encourage thought-leaders to share their top-tips or career advice.
should-post-on-your-linkedin-story-2020-9?r=US&IR=T
• Share real-time event updates; from big company announcements to
award ceremonies, sharing live content on Stories is a great way to
showcase what's going on within the four walls of your company.
• Host a corporate Q&A and highlight the people behind the brand. This is
a great way to share your brand story and build brand affinity.
• Share brand announcements and product news, live! This is an
opportunity to connect with a broader audience, using content that is
organic - compared to what users might see in feed.Stay tuned for more updates!
If you have any questions or feedback please contact your Core media planning team directly.
7You can also read
