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Guest: Neal Moore https://www.mooreslore.com Host: Takatoshi Shibayama https://www.blockshinesg.com/future-design-podcast/Creative Producer: Kash Singh https...

Digital Media

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Internet-enabled industry disruption defined business strategy in the 2010s, but as 2020 begins, that era appears to be winding down. The disruptors have largely become the new establishment, and unlike a decade ago, it doesn’t look like the new leaders will be displaced any time soon. Today’s internet is a mature and mainstream technology. This was not the case a decade ago. In 2009, multiple industries were in the midst of upheaval thanks to internet-enabled transformations. The iPhone was only two years old. In the music industry, compact discs still represented a plurality of revenues, and most of the rest came from digital purchases. Streaming, whether of music or on Netflix, was still in its infancy. We were in the middle of the transition from print ads to digital ones; 2009 was the last year the newspaper industry had higher ad revenues than Google, and the last year Facebook’s revenues were less than $1 billion. E-commerce was growing, but Sears and Kmart were still large retail chains. YouTube was known mostly for a handful of viral videos (Susan Boyle, anyone?).

Digital Media

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The question of “how many intermediaries are actually necessary?” is ringing louder than ever, and to some extent SSPs and DSPs are trying to usurp each other’s positions as there may not be room for both parties.

Digital Media

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"Too often, advertisers pressure their agencies to buy YouTube and Facebook, as they believe they can get the highest reach by tapping into these two channels. Advertisers should consider a multi-channel approach – there are a number of premium video opportunities outside of the walled gardens that bring additional benefits such as audience data, exclusive audiences, and content relevance that buyers wouldn’t have access to otherwise, not to mention brand safety."

Digital Media

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The digital video landscape is crowded, not to mention expensive for marketers. So, they’re doing all they can to make each second count, albeit with an extremely limited number of seconds. YouTube’s non-skippable, six-second “bumper ads” have ushered in a whole new format of digital advertising, and it often works. According to Google's Ads Blog, 90 percent of bumper ad campaigns drove a 30 percent increase in global ad recall. I've observed strong brands, such as Mercedes-Benz and Under Armour, have perfected the art of front-loading branding elements and cramming a compelling story into a tiny time slot. And, lest you think digital video is “small potatoes,” eMarketer predicted that by 2021, the digital video advertising industry will exceed $22 billion.

Digital Media

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The recent round of redundancies at Dentsu Aegis Network (DAN), first reported by The Drum, brings up the question of why the six holding groups are struggling in Asia Pacific. We take a look at how the groups are moving away from a regional strategy in APAC to a localised approach, why regional roles are disappearing and the future of the agency model.

Digital Media

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For every 1,000 served display ad impressions, users pay only about 2.6 minutes of aggregated attention or 0.16seconds per ad. Find out how your ad can stand out.

Digital Media