June 08, 2017

Maxus: Futures [This Week]

By Maxus London 

Maxus London

Maxus London

Viewing is down so far this year 9% for individuals on C4 main and 11% on C4 Owned and 2% on C4 Sales

We've been busy scouring the most interesting stories from the world of social, mobile and technology. To inform, inspire, and keep you abreast of new launches (along with some thoughts on how to make the most of them and what to do next).

This week….

Mary Meeker Internet Trends Report

What happened?
Mary Meeker’s 355-slide internet trends report was delivered last week. This usually creates waves in the industry as it gives proper, exhaustive stats around the growth of digital media that can be used as a warning sign for digital laggards.

So what?
The annual launch is normally followed up by the industry complaining about the lack of insight, the lack of context, and the US-focus of the report, and it seems that the feedback has been taken on board. Far more anecdotal examples to colour the raw facts, including some of the real-world impact that the growth of digital is having. These make for far more interesting reading. For example, the far-reaching impact of the growth of online delivery. Closure of retail stores is about to hit a 20 year high (while Amazon seems to be the only one opening high street stores). Online delivery is going far beyond ‘stuff’, to the extent is that ‘eating out’ is resolutely becoming ‘eating in’, as more and more people get their meals delivered (45% revenue growth in 2016 vs. 10% in 2015). Finally, online delivery is causing a major headache for landlords, as they are having to double up as logistics managers to cope with the influx of parcels, and more buildings are incorporating warehouse rooms into valuable real-estate.

Finally, a chart on measurement that caught our eye (slide no.17 if you get that far). The report included results from qualitative research into advertisers’ issues with social. Far and away the biggest challenge, at 61%, was ‘ability to measure ROI’. The same chart showed what these same advertisers were measuring. Revenue (21%) and Brand Awareness (15%) were the 2nd and 3rd most important metrics, whereas Engagement was no.1 with 56%. Suggesting that if we started to measure the stuff that means something, we’d have less of a problem proving ROI.

Alex Mahon has been appointed Chief Exec of C4

What happened?
Alex Mahon, currently CEO of Foundry, a global technology business delivering visual effects and virtual reality for the entertainment industry, has been appointed as the next Chief Executive of UK public service broadcaster Channel 4.

So what?
She was previously CEO of Shine Group until 2015. Charles Gurassa, Channel 4’s Chair, described Mahon as “an outstanding leader” and a highly experienced CEO who has developed and grown major international businesses in both the creative and technology sectors. “She brings an impressive combination of relevant experience and is brilliantly placed to help steer Channel 4 through the competitive challenges and opportunities ahead.” She is the first woman to take the role in the station’s 35 year history.

Mahon said: “Channel 4’s unique remit to innovate and to appeal to young and diverse audiences make it an essential part of British culture. “There is nowhere in the world like Channel 4 and, in these changing times, its mission is more important than ever. “I’m incredibly proud to be joining Channel 4 and bring to it experience both of leading creative organisations at scale and dealing with an environment of constant technological change.”

C4 needed a shake-up. Viewing is down so far this year 9% for individuals on C4 main and 11% on C4 Owned and 2% on C4 Sales. C4 is going through tremendous upheaval as not only is David Abraham stepping down as Chief Exec but also their Chief Creative Office who was favourite to take over from David, Jay Hunt resigned last week. Plus staff at the broadcaster are unsure where their headquarters will be as the Tories promised in their manifesto to move C4’s HQ out of London. To free up some prime real estate to put back into the government coffers perhaps?

Google have launched a new programme ‘Be internet awesome’ designed to keep children safe online

What happened?
The internet giants have created an education safety initiative including tools, challenges and puzzles to instruct and prepare the younger generations on how to be safe online. The programme also includes an online game called Interland where players have to battle their way through a series of worlds of villains including trolls, hackers and phishers uncovering skills, techniques and best practice on how to ‘become a fearless explorer of the online world’.

So what?
Be Internet awesome has been developed in collaboration with online safety experts to help the next generation to make more of the web through help and guidance to encourage smart online decisions.

Pavni Diwanii, Google VP of Engineering for Kids and Families, hopes the program will be used in schools across the country to assist teachers and parents to “help kids learn how to be smart, positive and kind online, just like we teach them offline. It’s something we all need to reinforce together… so they can feel comfortable and protected as new technologies develop”.

Why is this important? It demonstrates that as an industry we all have a responsibility to cultivate and protect the digital world. Whilst we may focus on the topics at the front of our minds (such as ad fraud and fake news) it’s important to think longer term and ask ourselves as suppliers, brands and agencies ‘how we can all work together to create a safe environment for future generations?’. It’s a fantastic initiative by Google and something that should be built upon and improved by us all.

One Love Manchester

What happened?
The One Love Manchester concert was a fantastic event with a positive message and we should celebrate that message. It was a moment in viewing history and united viewers around the country.

So what?
Last night’s One Love Manchester concert peaked at 22.03 with close to 14.6 million viewers and averaged 10.6million viewers based on overnight viewing figures. The concert overran its 1900-2200 slot by just under 10 mins as Ariana Grande sang “One Last Time” with the other artists and then performed a poignant version of “Somewhere Over The Rainbow”. Liam Gallagher’s surprise appearance drew just over 12million viewers. The concert was also broadcast live on Ariana’s facebook page, BBC Iplayer and BBC radio stations. Outside of the UK, broadcasters in 38 countries screened the show live despite the time zone differences. The concert has raised more than £2m for victims.

It is likely to be the biggest TV viewing event of the year and also a moment in TV history. As one fan on Twitter said ““In years to come, we will look back on that concert as Iconic as we do live Aid from the 80’s…Incredible @ArianaGrande#OneLoveManchester.”

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