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Future of Media: iQiyi, Immediate Media and short-term planning

The Drum's senior reporter and media correspondent John McCarthy rounds up the latest media trends and developments. Also available in your inbox every Thursday as The Drum's Future of Media email briefing. Sign up here.

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 its first-party data ad business. We also take a look at results from Rakuten Advertising’s Road to Recovery, a survey of 150,000 publishers conducted in August.


As competition between the BAT intensifies, Chinese streaming platform iQiyi’s vice-president of international business told me about the company’s plans to compete in South East Asia.

Former Netflix executive and former Singapore diplomat Kuek Yu-Chuang is the man in charge of iQiyi’s expansion. He’s been busy picking out agency partners to build brand awareness in SEA markets. Kuek’s immediate priority is building strong partnerships, starting with SEA, with a view to expand even farther globally. Read it here.

Inside Immediate Media’s data strategy

With the demise of third-party cookies at the hand of Google and regulations like GDPR and CCPA still to show their teeth, publishers are keen to monetise their audiences directly.

Matthew Rance, head of commercial data at Immediate Media, explains to John McCarthy how it built its own first-party data ad business.

Immediate Media is the publisher of Top Gear magazine, BBC Good Food and Radio Times. Read it here.

A shift to short-term planning

44% of publishers expect traffic levels for the 2020 peak shopping period to exceed pre-pandemic levels, according to Rakuten Advertising’s Road to Recovery, a survey of 150,000 publishers conducted in August.

72% reported that advertisers are committing to paid relationships over the holiday period, but 70% of these found that advertisers are only committing to short-term plans of three months or less. Read it here.

Catch up

That’s enough for this week. Here's what you previously missed.

That’s this week’s round-up. If you missed the last one, we have summarised it here.

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