The art of livestreaming
Livestreaming is the great media leveller where anyone with a recording device and connection can be noticed and listened to. You don’t need a famous profile, just a great idea and little on-camera personality. As social distancing becomes the norm, you can expect more brands embracing livestreaming.
What do the figures say?
There is definitely a market for livestreaming. Between March and April this year, the sector grew 45% and year-on-year the industry has grown by 99%. In terms of monetary value, it’s estimated that China’s livestream shopping sector is worth $66 billion. This is essentially online personalities, or influencers, talking about products they like. It’s a more interactive version of TV shopping — a mix of entertainment and e-commerce.
So what can you livestream?
Anything that’s visually appealing will work. Fashion label Burberry recently announced a partnership with Twitch to stream its Spring/Summer 2021 fashion show. One of the stranger streaming trends is mukbang aka eating broadcast, a Korean phenomenon where people watch strangers eat huge amounts of food. It’s not as crazy as it sounds; restaurants struggling during the COVID-19 lockdown are encouraging guests to livestream their dining experiences. Basically, if you can film it, you can livestream it.
Where is adtech headed?
While most of the recent focus on TikTok has been on scandals — geopolitical wrangling between China and the US being the main one — few have focussed on how the video sharing platform is changing adtech. The platform’s Ad Manager creates ads that don’t look like ads but regular TikTok videos. Machine learning is then used to boost performance and personalisation. 89% of marketers on TikTok achieve higher conversion rates using the platform’s own algorithms than manual optimisation.
The push for ad relevance
It’s not just machine learning driving more successful digital advertising. A digital signage business is already utilising facial recognition to give customers even more personalised ads. There could be a push against this type of personalisation though. The alleged end of third party cookies is a result of privacy concerns from consumers and it’s believed the demise of this practice will lead to adtech based on customers’ personas rather than personal data.
The push for privacy
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