The appeal of local streaming content

Streaming wars, episode III: ‘Lost in Translation’

By Zac Wang?

In the previous two episodes of this series dedicated to the global streaming wars, we investigated the challenges American streaming giants face as they expand globally, from regional competition to corporate struggles, and why this is a quest they?cannot afford to fail. We also looked into how the need to produce local content with a dwindling supply of cheap credit is likely impacting these giants’ expansion plans, and why?balancing these two factors?will be key to global success.

This week, in the last installment, we explore the importance of local content. The experts who spoke with?The Current?purport that American streaming giants are buoyed by the fact that global content is still largely U.S.-centric. But the success of regional streaming players shows that many audiences in Jakarta and Dubai often prefer to watch shows in their own languages, with their own cultural references. These preferences have created a competitive moat that has allowed many regional competitors to go toe-to-toe with much larger Western rivals.

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Just briefly?

Nate Notwell, the head of North American consumer experience at Johnson & Johnson, joins?The Current Podcast?to talk about marketing the company’s new consumer health brand, Kenvue.

ICYMI: Coca-Cola’s Katie Neil talks about how the company has seen gains from retail media when it comes to?return on ad spend and incremental reach.?

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Here’s why marketers should double down on retail media in 2023

By Ilyse Liffreing?

Retail media is becoming brands’ bread and butter when it comes to reaching consumers at a critical moment — the point of purchase. What adds to the opportunity to reach consumers in channels where they shop is the capability for brands to build on that very shopper data to?drive even more sales?online, and off.

With retail media on the rise, there are several reasons why brands should consider doubling down on the category as 2023 kicks off, many experts say, including meeting consumers where they are shopping, gaining incremental reach from first-party data, and getting the chance to act quickly in a fast-growing category.

Retail media should be part of the same conversation as video, social, display, and search, says Lee Dunbar, senior VP and head of retail media at Publicis-owned media agency Starcom, which works with a number of retail brands like Cadbury, Samsung, Vans, and The North Face.

“Retail media is long past the point of not deserving the same clear-eyed assessment when it comes to brand media budgets,” Dunbar tells?The Current. He expects that some retailers will host their own upfront events this year and announce even more sophisticated partnerships.

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