By Shawn Lim In Asia Pacific where there is a mix of local, regional and international over-the-top (OTT) platforms, a clear marketing, content and audience strategy is required to stand out in this crowded space. Failing which, experts say, they might end up in the same situation as Hooq, a Singapore-based OTT joint venture between Sony Pictures, Warner Bros., and Singtel, which recently filed for liquidation and will shut down for good on April 30. The five-year-old platform, which operated on a subscription video-on-demand (SVOD) and advertiser video-on-demand (AVOD) model, had big dreams. It previously told The Drum it hoped to Read full story › Source: The Drum...
Read MoreBy Ara Hampartsoumian In our current new predicament, I’m asked a lot of questions. How is business faring? How will you sustain yourselves? How will Singapore’s largest creative agency stand the test of COVID-19? All good, but ‘crystal ball’ type questions with the uncharted waters this Pirate Collective is sailing. But it is rare for anyone to ask what our agency is doing for the mental well-being of our people. Which comes as no surprise. Mental health and well-being have rarely rated highly on the priority list for our industry with some gradual interest only in recent years. We are a business that is highly demanding, requires Read full story › Source: The Drum...
Read MoreBy Heather Morris In recent weeks, we have all felt the impact of the global pandemic encroaching on both our personal and professional lives. With extensive measures being taken across the globe to enforce social distancing, we are all acclimatising to the new ways of working. With many marketing budgets under pressure, the challenge is to adapt both paid and organic activity to drive efficiencies that will allow businesses to maximise their potential during the coming weeks and months. In this article, we take a look at some of the steps marketers can consider in relation to their organic marketing activity in particular. What we Read full story › Source: The Drum...
Read MoreBy Alex Sibille In its Agency Growth Stories series, The Future Factory interview some of the most interesting and successful agencies operating right now, to unpick and share how they began and how they’ve got to where they are now. Based in beautiful, light flooded warehouse space in Hackney, London, Ecstasy of Gold are a tight knit team producing award-winning film and animation content. The Future Factory chatted with the agency’s Arthur Lewin and Lee Richards about going from freelancing to starting an agency, why they did it, and what they’ve learned along the way. The Future Factory: How old is the agency? Arthur Lewin: It feels Read full story › Source: The Drum...
Read MoreBy Cadi Jones The biggest change you can make as a media seller or buyer, is not necessarily the most glamorous. Supply path optimisation (SPO) and its cousin, demand path optimisation (DPO) had a bit of a moment in the calm before the cookiepocalypse storm, but have subsequently not been getting the time or energy they deserve. In a recent event that Beeswax and Rubicon Project jointly hosted, only around 20% of the attendees had an active SPO or DPO strategy. Firstly, let’s start with a brief definition of what we’re talking about here: Originally when adopting programmatic advertising, a publishers would work with one single Read full story › Source: The Drum...
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