VIRTUALIZATION

The rediscovered power of time-seasoned brand equity

TIM MULLIGAN | June 4, 2021

Discovery CEO David Zaslav has proposed that the new combined Discovery / Warner Media entity will be known as Warner Bros. Discovery. This is a recognition that leveraging brand equity will be crucial for the new-combined entity to successfully compete in the increasingly crowded direct-to-consumer (D2C) video streaming landscape. Zaslav is successfully absorbing a key lesson from Disney+’s meteoric rise to 103.6 million subscribers in less than two years since its launch: leverage deep consumer brand equity for D2C success.

Spotlight

Macquarie Media Limited

Macquarie Media Limited is a national network of News and Talk stations targeted at people aged 40-plus. The national News Talk network is comprised of Sydney’s 2GB and Macquarie Sports Radio, Melbourne’s 3AW, Brisbane’s 4BC and Perth’s 6PR. Macquarie Media Limited also includes the divisions rugbyleaguelive.com.au, Macquarie Media Syndication and Satellite Music Australia. Macquarie Media Limited also represents Adelaide’s News Talk station FIVEaa to national advertisers. Fairfax Media Group (ASX: FXJ) has a 54.5% interest in Macquarie Media Limited.

OTHER ARTICLES
MEDIA AND BROADCASTING

The Big Fashion Industry Trends for 2021

Article | June 8, 2021

Last year the luxury fashion sector saw a lot of online chatter around men’s fashion, and some of the biggest conversation triggers were the same social movement – breaking gender stereotypes and fighting against toxic masculinity. Many brands and celebrities joined this cause last year and spread their influence through fashion and pop culture.

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BUSINESS

The rise of the introverted salesperson

Article | May 25, 2021

The shift to virtual selling has upended the status quo for many sales teams across the country and around the world. I firmly believe, as I’ve said before, thatnearly everything can be sold over video— and in many ways the virtual sales process makes it easier for sales reps to connect with customers and build trust.Still, there has been a great deal of resistance, and some organizations have just tried to wait it out, hoping that once COVID passed, they could go back to normal.

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VIRTUALIZATION

Instagram continues to perform strongly despite inconsistent brand identity

Article | June 30, 2021

Over the last few months Instagram has done its best to capitalise on the latest social media success tactics, often at the cost of its own original user proposition. The photo-sharing app for friends now offers Reels, imitating TikTok’s success. It has rolled out an option to hide Likes, the iconic feature which has characterised social media as a whole since inception. And it now is introducing ‘suggested posts’ to users’ feeds, sorted by topics a profile states they are interested in – potentially putting these ahead of photos and videos shared by profiles they actually follow. Directly mimicking TikTok, this seems to diverge very little in practice from hashtags, which are its original discovery feature. Instead, it seems to want to emulate the usability which younger users are familiar with from TikTok, in order to entice them to increase their Instagram engagement.

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MEDIA AND BROADCASTING

What are the most popular types of YouTube videos in 2021?

Article | May 19, 2021

Withover two billion userslogging onto YouTube every month, brands would be remiss to ignore the platform in their marketing strategy. However, like any marketing initiative, simply uploading a video to YouTube isn’t going to guarantee views, shares, likes, or success. Success comes down to creating therightcontent. A big part of this is understanding the type of content that historically does really well on the platform; in this case, the different kinds of YouTube videos get viewed most, especially by your audience. Mediakix, an influencer marketing agency, broke down the top 16 most popular types of videos on YouTube in a handy infographic below, but is this the right content for marketing your business?

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Spotlight

Macquarie Media Limited

Macquarie Media Limited is a national network of News and Talk stations targeted at people aged 40-plus. The national News Talk network is comprised of Sydney’s 2GB and Macquarie Sports Radio, Melbourne’s 3AW, Brisbane’s 4BC and Perth’s 6PR. Macquarie Media Limited also includes the divisions rugbyleaguelive.com.au, Macquarie Media Syndication and Satellite Music Australia. Macquarie Media Limited also represents Adelaide’s News Talk station FIVEaa to national advertisers. Fairfax Media Group (ASX: FXJ) has a 54.5% interest in Macquarie Media Limited.

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