BBC's commercial future, election preview… and ads on the moon?

03/28/24 • 43 min

Outvertising's Cass Naylor joins host Ella Sagar and reporter Jack Benjamin to dissect BBC director-general Tim Davie's big speech about the BBC's commercial future and look ahead to how media and advertising will play its part in this year's UK general election.

Highlights:

3:20: The future of the BBC's commercial activities

18:20: Which media channel will be a key 2024 election battleground?

29:20: Quick hits: why Instagram is minimising political content; Reddit's IPO; Outsmart/KPMG's sustainability in advertising study; Spotify's move into educational content; and Astrolab's plan to put ads on the moon

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Highlights:

3:20: The future of the BBC's commercial activities

18:20: Which media channel will be a key 2024 election battleground?

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Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media.

LinkedIn: The Media Leader

Threads: @TheMediaLeader

Twitter: @TheMediaLeader

YouTube: The Media Leader

Previous Episode

Does Snapchat want to be a destination for news? With Snap's Lucy Luke

“Less social media. More Snapchat.” That is the tagline to Snap’s latest marketing campaign. The company, founded in 2011 as an image-sharing app that deletes the pictures after a short time frame, has evolved into a more comprehensive product and clearly wants to separate itself from the perhaps toxic connotations of the label “social media”.

One area where Snap looks increasingly distinct from its competitors like Facebook, which has wound down its support for news over the past year, is in its partnerships with news and lifestyle publishers that bring unique content to Snapchat users via the app’s Discovery page and Stories.

Lucy Luke, Snap's UK head of partnerships, sits down with reporter Jack Benjamin to talk about the company's strategy of working with publishers and, increasingly, creators.

The pair discuss Snap's level of commitment to supporting news on its platform, how publishers are having to adapt the way they present stories to appeal to younger audiences in short-form video formats and how Snap benefits from becoming a place for audiences to check in on news and lifestyle.

Highlights:

1:45: Why Snap's young audience appeals to publishers and vice versa

8:30: A place for hard news, soft news or both

12:39: Do journalists need to act more like creators to get news across on Snapchat?

17:52: The role of news in Snap's commercial strategy

20:30: A more hands-on approach to brand safety

24:41: The future of partnerships for Snap – Olympics, Paralympics, 2024 elections and the growth in creators

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This episode was edited by our production partner Trisonic.

Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media.

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Threads: @TheMediaLeader

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Next Episode

Should agencies scrap time-based charges? With The Business Model's Caroline Johnson

Caroline Johnson, director and co-founder of The Business Model Company, talks to editor-in-chief Omar Oakes about why media agencies are no longer fit for purpose and need to get rid of charging models based on employees' time.

Agencies that provide media, advertising and marketing services are having to work harder than ever while hiring increasingly expensive talent to stay relevant. Johnson argues that agencies need to reposition themselves as consultants and start charging based on the outcomes they provide for advertisers, not just units of time spent working on an account.