YouTube: Creativity Isn’t Enough
A winner: YouTube, where even creative content needs ad dollars to get views. Once brands start promoting videos, they can’t cut spending without seeing visibility plunge.
Another winner: streaming music in connected cars. Pandora led the charge, and it appears to be paying off: in November, connected car users listened to the service 57% more than the average listener.
Almost a loser: brand sites, which have increasingly become part of the journey toward purchase but not always the destination. Case in point: Estée Lauder brand sites generated only 5% of the brand’s sales last year.
A loser: all of us in an increasingly lottery-based economy. Despite the rapid growth of innovators like Uber and Facebook, most people will never participate in that success.
Associé chez LZH Ventures, Associé Gérant chez The Media Trader, Administrateur chez Fast Payment, Investisseur féru de technologie
9 年thanks so much for your insights
Senior Project Engineer at New York Power Authority
9 年Interesting as always . YouTube is turning out to be a great way for advertising but again it depends on how viral the video gets. It has to be interesting and fun to make people watch it again or by tapping the search bar. Streaming music in car is fun. Pandora has done a good job with that. I want to specify here that Sirius fm had invested so much in cars but hardly anyone paid after the free months were over. Again the best financial model these days is advertising and not subscriptions. Spotify is following suit with collaborations with uber. Brand websites are getting lesser attention because retailers are able to provide same products as well as more choice from other brands. So you can shop for a bunch of things from different brands under the same retailer. That is pretty handy and fast in today's fast moving environment. It's always easy to get up to free shipping minimum on Macy's than a brand site . The digital economy is booming and uber and Facebook are being champs on that. I think we shall also consider the uber contractors which are drivers which provide the services. That may bring out better odds as it is pretty easy to join. You should have told the common numbers before the lottery . It would have been more fun :)