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Future of Media: Junk food ad ban, Love Island the game, and the PornHub problem

The Drum 30 Jul 2020 02:30
By John McCarthy-30 July 2020 15:30pm

The Drum's senior reporter and media correspondent John McCarthy rounds up the latest media trends and developments. Also available in your inbox every Thursday as The Drum's Future of Media email briefing. Sign up here.

Future of Media: Junk food ad ban, Love Island the game, and the PornHub problem

This is an extract from The Drum's Future of Media briefing. You can subscribe to it here if you'd like it your inbox once a week.

Welcome back. After another busy week in media, I'm happy to share another Future of Media briefing filled with lots of good stuff from The Drum.

Should junk food ads be banned from TV – and online?

Boris Johnson's government has launched a war on obesity. Advertising’s been hit with a (highly contested) share of the blame for the UK’s spiralling obesity rates.

Ad trade bodies, united in distaste for the move, have responded by, in essence, having to argue against the effectiveness of their own medium. At least that's how some have interpreted their response. I’ve condensed their arguments:

The ad body responses are here.

That gets into the details of the argument. All in glorious live, standard definition, Zoom glory.

Tokyo 2020 will be forever asterisked in history books as the first postponed Olympic Games. The pandemic-enforced delay means it is now the longest-marketed Games – a fact that presents a whole host of unprecedented challenges.

The 2020 drive shares little DNA with 2019's, with the new strategy anticipating new pandemic behaviours and sensitivities. The team probably weren't too stoked to find out they had to generate a whole extra year of content during a pandemic, after the last campaign essentially crescendoed prematurely.

While third party broadcasters will be doing all they can to get the most value out of the property, Carroll’s team is taking more responsibility for driving excitement this time around.

Read more here.

PornHub’s had an easy ride in ad land.

But now, it's 2020. We're assessing the impact of media platforms and social media firms of the world. Neville Doyle, chief strategy officer of Town Square, has told us how uneasy he is at the blind eye turned to the site’s darker side.

Here’s got some strong views on this cognitive dissonance the platform benefits from, and the problems it needs to solve. Hold your PornHub applause for now perhaps.

I shed no tears when Love Island was cancelled for the year. But many did. Such is the beauty of the media smorgasbord.

Lucky for ITV, it had the Love Island mobile game bubbling away. It directed extra resource into the title with a big pay-off in lockdown.

I’ll not spoil any of the chat. Let’s just say Stephens made the following claim that might change how you feel about gaming.

Think of the potential here, using the game to drive live TV audiences, or god forbid, using the show to drive downloads of the game.

There’s much to come in this space.

If you've anything to share, a tip, a correction, a complaint, or if you just want to chat, you can get me at john.mccarthy@thedrum.com or @johngeemccarthy on Twitter.

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