By Shawn Lim This is an extract from The Drum’s Future of Media briefing. You can subscribe to it here if you’d like it your inbox once a week. Welcome to the Future of Media newsletter. This week our reporter in Singapore, Shawn Lim, stands in while John is on holiday. In this instalment, we go inside the international expansion plans of one of the Chinese streaming platforms giants, Baidu-owned iQiyi, which is battling its rivals for a foothold in South East Asia. And Immediate Media, the publisher of Top Gear magazine, BBC Good Food and Radio Times, takes us through how it has built Read full story › Source: The Drum...
Read MoreBy Sam Bradley Gaming is popular on short-form video platform TikTok, but the company wants to make itself a home for esports, too. We look at how its new partnership with Fifa 21 esports team Tundra can help it score. In recent months, TikTok’s been boasting to potential advertisers about its status as the place where culture begins, touting the potential for brands (such as Ocean Spray) not only to go viral on the platform but to be part of the wider internet zeitgeist. While its users love gaming content, esports creators have largely stayed on established platforms like Discord, Twitch Read full story › Source: The Drum...
Read MoreBy Courtney Wylie Over the past six months, providing an excellent customer experience has become a key priority for multichannel and pureplay online brands. Retailers have rapidly adapted their marketing strategies in a bid to build brand affinity amid evolving consumer needs. Despite peaking at a 66% increase year-on-year in lockdown, ecommerce sales have remained strong (particularly in sectors like food and drink, gifts, and health and beauty). It’s increasingly clear the Covid-19 pandemic has permanently changed consumer shopping habits. Even shoppers who previously only bought in-store, especially baby boomers and traditionalists, have now gone online. Many businesses have responded Read full story › Source: The Drum...
Read MoreBy Gordon Young It sounded like a great idea; to replicate the commute into London taken by an average Waze user. As a means of providing a contrast to the high-tech nature of the app, the journey would have to be made in a 120-year-old car. That was the challenge taken up by The Drum when asked to make a video highlighting how Waze, the GPS-traffic app, is emerging as a key mobile out of home platform. But as you might expect from a project featuring a car from the early era of motoring, we were late in every respect. The car didn’t quite get The Read full story › Source: The Drum...
Read MoreBy Olivia Atkins COVID-19 has disrupted the world as we know it and changed consumer behaviour beyond recognition, but the crisis has also accelerated trends including the evolution of the consumer journey. Public transport use has reduced immensely following concerns over safety in the age of coronavirus, resulting in many using their cars more frequently to make commutes and complete trips. In a panel discussion held between The Drum and navigation app Waze as well as various industry insiders, the conversation turned to the opportunities available for brands within the consumer commute and how they can monetise the increased time drivers spend within their Read full story › Source: The Drum...
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