This is an extract from The Drum’s Future of Media briefing. You can subscribe to it here if you’d want the full thing in your inbox once a week.
John McCarthy here (Twitter, Linkedin, email). This week, I studied (in too much depth) how social commerce works across most major western social apps, Shawn Lim reported on the OTT boom in APAC, BBC Three made a surprise return to TV, and Kenneth Hein outlined how one brand is offering beer in exchange for data consent (yes, you read that correctly).
I'm keeping it brief this week as I'll soon be interviewing The Drum Awards for Online Media chair (BBC's Anna Doble) and Sir Martin Sorrell's expecting a call about THAT Google blog too. We summed up the announcement here. And depending on when you read this, the analysis will be available here.
God speed, thanks for reading.
Shop until you TikTok
Ever wondered how shopping works on TikTok, Facebook, Instagram, Snap, Pinterest and Twitch? Ever wondered how shoppable ads and eccomerce could chew up marketing budgets? Ever wondered what each platform's strength is in shopping?
Well, if you have pondered any of these questions, I interviewed senior execs at each of these companies and edited down to a streamlined 1,900 words. Give it a go.
Beer for data
All the work I'm putting into understanding the Google announcement is clearly a waste, as our US editor Ken Hein's clearly found the answer to tracking and identity. Beer and burritos in exchange for data. Identity crisis solved? They have my vote.
First, Roku, the world's biggest OTT provider, bought an ad analytics wing from Nielsen to improve its ad buying and measurement. CTV's going to up its game this year, so expect more big news along these lines. Particularly from APAC which is now calculated to have 400m OTT viewers according to new research.
BBC Three back to TV
In stark contrast to the growth of OTT, BBC Three (it made Fleabag) will return to linear TV after six years online-only. Liz Duff, head of media and investment at Total Media, explained the logic behind the move in detail. But in the name of brevity, TV makes discovery easier, there's less friction, and perhaps a bit less competition than online.
It's also an environment where the BBC brand is a bit more at home. Online-only viewing figures perhaps didn't run as high as they could have, theorises Duff.
Can iPhone-only Clubhouse succeed in Android-dominated Asia Pacific? [an app built on exclusivity will likely not suffer from OS exclusivity - for now anyway]
How do you convince anti-vaxxers to get vaccinated? Covid comms from around the world [Elton John, TikTokkers, and baby announcements, hugely varied campaigns hit around the globe]
How do you solve a problem like... misinformation during a pandemic? [Our weekly voxpop gets into the weeds here]
Transparency in the Australian digital supply chain; results of AANA Method Media Intelligence test [Australia's follow to the ISBA/PWC study that found that big hidden delta in programmatic]
Casinos throw cash at sports betting media [Bookmakers as publishers, a proven strategy - my example Paddy Power]
Flipboard now lets you follow local news for 1,000+ cities and towns [hyper-local news curation's coming, now we just need more journalists to write it]