The power in knowing your audience

European retail brands pivot messaging, lean on retail amid inflation worries and tech upheaval?

By Zac Wang?

The world of European retail is in flux. In the span of a few months, high inflation and rapid technological innovation have combined to paint a picture of a?highly uncertain?business landscape.?

Consumer-facing?retail?brands are often at the forefront of these shifts, having to adapt fast in a cutthroat industry. But they are increasingly finding that succeeding in a progressively more chaotic world requires embracing those changes first.?

“When you’re looking at shoppers and what disposable income they have, it’s not going to be that much going forward, and wage inflation is not keeping track,” said Danny Micklethwaite, VP of marketing at dairy company Arla Foods, during a panel discussion at?Advertising Week Europe in May.?

“The [retail brands] that are going to win are the ones that are going to adapt to where, when, and how people want to shop. And if you look at the proliferation of channels, that’s clearly where the growth is,” he added.

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Just briefly?

We explore the importance of showing up “locally” as a brand with Lee Walsh, the global head of media for Uber, in this week’s episode of The Current Podcast.

Tim Sims, The Trade Desk’s chief revenue officer, reflects on the current state of television and explores the advantages connected TV may pose for the future.??

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Thailand’s Y series is capturing hearts and ad dollars in Asia?

By Emma Shepherd?

Korean dramas, or K-dramas, became a global sensation in recent years. Now, a new wave of Thai dramas depicting boys love (BL) — referred to as the Y series (derived from “yaoi,” a Japanese term for manga that features romance between men) —?has inspired similar fervor, becoming a national phenomenon and expanding in international popularity as it captures the attention of viewers worldwide.?

The blossoming genre of homegrown dramas in Thailand and other parts of Asia is attracting a young and diverse fan base, beyond the LGBTQ+ community, particularly among women and Gen Zers — which presents a highly valuable opportunity for brands around the world. New research by McKinsey Global Institute finds that consumption in Thailand could grow sharply from USD$120 billion to USD$140 billion over the next decade, citing the rise of digital natives and women’s empowerment as factors.?

With over 14 million platform downloads and 90 percent of their subscribers watching the Y series, The One Enterprise’s ad-supported OTT platform oneD has a unique view into this diverse audience. As a result, oneD provides advertisers with scaled insights into different demographics, thanks to the genre’s broad appeal. For advertisers, the segmented audience of the Y series is a pathway to these much sought-after audience groups through over-the-top (OTT) platforms and especially mobile devices.

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