Marketing blog by MIDiA Research

Blog: Marketing

Advertising at the Dawn of AVOD: Privacy and Consumer Sentiment

Blog post by Hanna Kahlert

18 Sep 2019

The market is prepping itself for a big push into ad-supported video on demand (AVOD), as illustrated by Viacom’s recent acquisition of Pluto TV, Sinclair Broadcasting Group’s launch of STIRR, and...

Sports Fans Consumer Trends 2019

Blog post by Hanna Kahlert

4 Sep 2019

fans

Marketing

Media

This post features excerpts from MIDiA’s recently published Sports and Marketing and Brands report, Sports Fans Consumer Trends 2019 by Alistair Taylor . Sports-centric subscription video on demand (SVOD)...

Take Five (the big five stories and data you need to know) August 23rd 2019

Blog post by Mark Mulligan

23 Aug 2019

apple tv

Games

google chrome

Taylor Swift, pre-sale love: Taylor Swift tends not to adhere to prevailing industry trends. As a millennial artist with a strong Gen Z following, streaming should rightly be the core of her recordings...

The Global Rise of Brand-Agnosticism

Blog post by Hanna Kahlert

20 Aug 2019

brand agnostic

brand loyalty

Marketing

Before the digital era, when distribution was limited and messaging had far more barriers to cross to be received, establishing brand loyalty was a critical part of remaining successful. Baby boomers today...

YouTube is Monetising Fandom Through Subscriptions

Blog post by Amanda Stears

31 Jul 2019

Fandom

Fine Bros Entertainment

influencer

YouTube is no stranger to subscription models; it had 53 paid channels in 2013 with monthly subscriptions priced from $0.99-$2.99. Four years later, the paid channels were discontinued with YouTube stating...

Is YouTube MLB’s Answer to Tap into Younger Audience?

Blog post by Alistair Taylor

29 Jul 2019

baseball

cable consumption

Channel 4

On July 18 th , Google-owned YouTube livestreamed the first of its exclusive Major League Baseball (MLB) matches, acquired through a partnership announced with the MLB at the end of April 2019 . YouTube’s...

The Frank Ocean Days May Be Gone, but Streaming Disintermediation Is Just Getting Going

Blog post by Mark Mulligan

24 Jul 2019

Marketing

Music

Music Business Worldwide recently ran a story highlighting that both Spotify and Apple Music were backing independent artist (i.e. independent of record label rather than an indie label artist) Aaron Smith,...

Sports and Sponsorships: MLB Seeks Revenue Home Run

Blog post by Alistair Taylor

22 Jul 2019

Innovation

Marketing

Media

Major League Baseball (MLB) could finally allow for sponsorship patches appearing on its teams’ uniforms, the league confirmed to the Sports Business Journal . US sports have historically steered clear...

Privacy Concerns and Digital Advertisers: Why Brands That Demand Attention Will Lose out in the Post-Peak Shift of the Attention Economy

Blog post by Hanna Kahlert

16 Jul 2019

attention economy peak

digital marketer

digital marketing

Mid-2019 sees the digital market mid-quagmire. The saturation of the attention economy is driving further and further competition between brands to create propositions that can stand out enough to earn...

Free-to-Attend Event: Monetising Fandom

Blog post by Mark Mulligan

10 Jul 2019

artist brands

artist data

audience data

Join us on Wednesday 17 th July in central London for MIDiA’s next free-to-attend event: Monetising Fandom in a Fragmented Content Landscape. Regular attendees of our events will know that they combine...

The Artist Marketing Playbook Needs Rewriting

Blog post by Mark Mulligan

5 Jul 2019

artist marketing

artist streams

artists

The whole essence of fandom is being turned upside down. An emerging crop of streaming-native artists is finding its audience in a much more targeted and efficient way than via the traditional music marketing....

Is Pay-TV killing off Niche Sports?

Blog post by Alistair Taylor

4 Jul 2019

Awareness

BBC

BBC One

With both the ICC Cricket World Cup and FIFA Women’s World Cup approaching their climaxes, the stark difference in audience engagement raises the question, is pay-TV killing off niche sports? Deciding...

Why the UFC Wants to Replicate the Yao Ming effect

Blog post by Alistair Taylor

25 Jun 2019

athlete

audience culture

brand leverage

The NBA is the third highest grossing league globally, generating $7.4 billion in 2017, behind domestic rivals MLB and NFL. Whereas the MLB and NFL have largely struggled to entice a truly global following,...

Is Cricket the New ‘Greatest Show on Turf’?

Blog post by Alistair Taylor

19 Jun 2019

21st century fox

ad skippers

addressable audience

Even before the St. Louis (now LA) Rams were setting records in the NFL during the 1999-2001 seasons, earning the nickname ‘The Greatest Show on Turf’, the Super Bowl was viewed as an unrivalled opportunity...

Television Performance Measurement Is Falling Short

Blog post by Hanna Kahlert

20 May 2019

Chart Of The Week

Data Point Of The Day

index

When the television first entered homes around the world, it was a safe assumption that if it was on it was the centre of attention in a room. Whatever was broadcast to the screen for that evening would...

Niche is the New Mainstream

Blog post by Mark Mulligan

17 May 2019

artist campaigns

artist marketing

digital marketing

Fandom is fragmenting. Streaming personalization and falling radio audiences are combining to rewrite the music marketing rulebook, ushering in a whole new marketing paradigm. Hits used to be cultural...

Why Airbnb Making Content for Apple Is Radical

Blog post by Georgia Meyer

30 Apr 2019

Marketing

Media and Marketing

On 24th April Reuters broke the news that Airbnb is creating a docuseries (“Home”) for Apple’s upcoming streaming service. Over on Amazon Prime Video’s Direct service, Jaguar, Lexus and Shell have...

Four Principles for Marketeers to Achieve Business Growth

Blog post by Georgia Meyer

16 Apr 2019

business growth

Digital economy

economy

The ascent of the digital content economy has wrought radical change to marketing principles, the consequences of which have not yet been sufficiently internalised in marketing strategy and tactics. MIDiA...

Ecommerce Wars – Can Instagram’s Shop Window and Check-Out All-in-One Compete with Amazon’s Own Brand Ambitions and Voice?

Blog post by Georgia Meyer

3 Apr 2019

Conquesting Ads

echo

ecommerce

Commerce has moved online. In this rapidly evolving space, the dynamics of which govern the fortunes of so many businesses and brands, Amazon, Walmart and Instagram are playing their hands fiercely. Their...

Apple’s Acquisition Arithmetic: What the Purchase of DataTiger Means for Apple and ‘Ads’

Blog post by Georgia Meyer

20 Feb 2019

Akonia Holographics

Bloomberg

crm

Last Thursday 14th February 2019 Bloomberg reported that Apple is now in control of Operatedata Ltd – the UK based startup, home to the DataTiger brand. The company says its technology can “individually...

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