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Media Future of Media World

Future of Media: Buyers CTV guide, premium video rebundles, big week of billboards


By John McCarthy | Media editor

October 14, 2021 | 7 min read

Welcome to your weekly Future of Media briefing from media editor John McCarthy. Did you check in on The Drum's Digital Summit this week? Yes? Good. No? That's OK, you're busy.

Microsoft billboard

I hosted two panels, I'm very happy with them. I was very fortunate to have some great guests who know their stuff. Watch them at the links below:

A buyers guide to CTV

The inevitable re-bundling of premium online video

Billboards - where ideas come alive

Lots of great digital out-of-home work came to my attention this week.

Microsoft launched the first-ever national digital billboard campaign to feature British Sign Language (BSL) to highlight its company's commitment to accessibility. With out-of-home, you speak to many and you are seen speaking to many. It's a great place to make a commitment. Obviously, before digital screens, this campaign was simply not viable.

And then there's the real-time buying element (you can place a DOOH ad in about an hour now if you're fast in photoshop and know the marketplace). Enter Carwow which has capitalized on the fuel crisis by urging people to adopt EV cars. OOH hasn't always been timely, now it is.

Then there's Which?. It knows people are going to be scammed at Black Friday and it wants to raise that doubt in the back of shoppers' minds with some creative that reveals obscured messages. It might even inadvertently drive some footfall to local shops instead.

And finally, activists have been sneaking ads into OOH inventory criticizing agencies for their role in working with some of the world's biggest polluters. It was the sort of work you'd take a second look at.

I look forward to seeing how the medium ties into a flurry of Halloween and Christmas campaigns ahead. And the big question remains, now we know how to use them, will be seeing tonnes of QR codes in our OOH?

Snap'n' Sniff

Estee Lauder is selling perfume on Snapchat using AR filters. People are buying perfume they can't sample or smell based on what the bottle looks like in the palm of their hand or on their shelf. It's an odd thing and again has us rethinking the role the physical perfume shop could play. We'll catch up with Snap to learn more about the success of these commerce efforts in due course.

How Sky Glass repositions Sky

Even last week The Drum learned that Sky is selling its Glass TV through numerous social channels. A streaming TV that itself will be feature shoppable ads. Everything. Will. Be. Shoppable.

But we had Liz Duff, head of media and investment at Total Media, look at how the hardware revolutionizes Sky's business model.

Meet the Media Minds

And finally, Nicolas Bidon of Xaxis shares his media philosophy with me. I'm going to tease the article with his big prediction about the sector over the next year.

"As more media channels become increasingly addressable and measurable – and new scaled digital platforms appear that require their own set of creative formats – media and creative agencies will need to work closer together (or even merge) to help brands take full advantage of the real-time era we live in."

Read it here.

Or read the last Future of Media briefing.

Subscribe to our other briefings. Please share with curious friends or ignorant colleagues... and don’t hesitate to contact me on Twitter, Linkedin and email.

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