SPOTIFY CUTTING ITS VIDEO LOSSES: These days it seems like just about every publisher is finding success with some form of online video. Everyone that is, except for Spotify, who has struggled to gain audience or develop a video monetization strategy. For a refresher in 2015 Spotify launched an original content video strategy in an attempt to run an “all things streaming” play. But last month Spotify’s head of Video Strategy Tom Calderone resigned, and now there are signs of a product retreat. According to RAIN in the attached link, Spotify has already cancelled an original video content series with Bloomberg. Spotify is saying this reboot is part of an effort to find a monetization strategy that doesn’t involve recorded music and royalty payments. Not sure if the “reboot” means they’ll be launching different video products, or if they’re trying to quietly kill on-platform video altogether. Either way this example proves the business adage that it’s sometime better to stick to what you’re good at and not risk spreading yourself too thin by trying to be all things to all people.
WALMART’S COPYCAT DIGITAL MEDIA SALES PLAY: Yesterday I posted an article about Amazon’s growing digital media business (here). Now comes word that Walmart is trying to run a similar play, as described in the attached Digiday link. Their concept is called Audience Extension, which is designed to aggregate purchase behavior on Walmart.com and its subsidiary retail brands, and then retarget those consumers with contextually relevant third party ads on-platform. Walmart’s secret sauce lies within WMX, its propriety DMP. You can see the how the purchase path UX works in the flowchart below. Admittedly Walmart is pretty far behind Amazon in the retailer-turned-ad-platform game. But they might be able to catch up by leveraging the power of its 5,000+ store B&M footprint to deliver online purchases better than even Amazon can. And BTW – if you’re in digital media sales get ready for a whole bunch on new competitors setting up shop on your block!
THE FUTURE BELONGS TO VOICE: If you think the current Amazon Echo craze is the end all be all of voice-based tech innovation get ready, because we’re only in the top of the first inning in the Age of Voice. According to an Accenture study in the attached AdWeek link we’re about to see a global surge in voice-based digital assistants that can only be compared to the smartphone revolution from a decade ago. In the graphic below you’ll see some jaw dropping stats – including the prediction that there will be 7.5B voice assistants in use around the world by 2021, which is more than today’s entire global population. There are too many stats in the inforgraphic for me to summarize so check out the article for yourself. And then get ready to ride the Voice revolution!
Have a great Tuesday guys!
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