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Future of Media: How to sell on social, BBC Three back on TV, beer for data?

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.

Future of Media: How to sell on social, BBC Three back on TV, beer for data?

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.

OTT updates

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.

Other Stuff

That's all for this week. If you missed the last issue, read it here. And you can subscribe to our other briefings here.