Marketing Future of Media GDPR

Future of Media: Brexit meet GDPR, Dazn plots growth, how to defund disinformation


By John McCarthy | Media editor

September 2, 2021 | 8 min read

Welcome to your weekly Future of Media briefing from media editor John McCarthy. You can get a more comprehensive version sent to your inbox sent to your inbox here - if you'd prefer.

Future of Media

Brexit meet GDPR, Dazn plots growth, how to defund disinformation

Brexiteers turn eyes to GDPR

Last week, UK culture secretary Oliver Dowden came out against EU privacy framework GDPR. You’ll recognize the rhetoric about the need to “seize the opportunity”, rally behind “common sense, not box-ticking” and develop a “world-leading data policy” (remember our “world-leading” track and trace system?).

Anyway, it’s clear there’s a divergence coming. Any changes could threaten lucrative trade deals in place with the EU (it doesn’t want the UK leaking user data to international partners) and it is clear the third-party cookies the GDPR helps police will be phased out soon(ish) so there’s no return to 2017.

I asked some clever people what would happen if the UK forged its own path... read it here.

Dazn growth plan

Few speak as big a game as Dazn, which for years has been promising to build a ’Netflix of Sports’. It is bold of the new breed broadcaster to try and sew together a patchwork of international sports rights into a premium product (reflected by a recent price hitch). But is there a reason the rest of the market isn’t rushing to build a similar project?

Netflix and Spotify are on-demand platforms, but Dazn lives and dies on live sports, which requires informing motivating people with bespoke marketing. Where Netflix says ’We’ve more Stranger Things, here’s a weird OOH ad with a date on it’, Dazn’s got a harder job on its hands.

First of all, there’s a lot of people still out there that don’t know Dazn exists – never assume the public knows what you know, many were perturbed that Discovery had most of the Olympics in the UK.

So these sports giants need to motivate people to care about said sports event, get them through the friction of subscription and then remind them to watch the event at a specific time. You can do all sorts of amazing notification-style things once they’ve downloaded the app, but there’s work to be done.

I spent some time with its marketing partner Dentsu to see how the OTT giant is addressing these issues with its latest campaign.

5 ways media agencies can silence disinformation

Stevan Randjelovic, the EMEA director of brand safety and digital risk at GroupM, laid out five tips for media agencies to ensure they’re not contributing to the toxic pile of misinformation making the IRL world that bit crappier.

The time for feigning ignorance is over, your brand can’t be talking up its positive role in the world while funding the worst of the worst at the expense of actual journalism.

The tips are here.

Media Innovation Round-Up

Havas Media Group’s Marek Wrobel once again talks us through some big media innovations... BT Sport’s augmented football footage is looking to excite the Fifa generation, McDonald’s has matured its esports investment, podcasts are working closer than ever with TV and Facebook’s Oculus product might just be worth paying attention to. More here.

Other Stuff

If you missed the last installment, read it here. You can subscribe to The Drum briefings here. If you like the newsletter, please share it with curious friends (or ignorant colleagues...). Contact me on Twitter, Linkedin and email if you've feedback or believe you can contribute.

Marketing Future of Media GDPR

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