Scott Monty

Scott Monty

The Full Monty exposes you to the business intelligence that matters at the top of every week. Please sign up for our email updates to make sure you don't miss a thing. And please share this with your colleagues if you find it valuable.

It's all-video, all the time: improvements to our Sunday evening Live video chat; TV faces a difficult future; Amazon's video bet pays off; video news from Facebook, Twitter, Instagram, Tumblr, and even SoundCloud; agencies have growing competition at media companies; shiny object syndrome is alive and well; a new Twitter app for influencers and celebrities;  Snapchat hacks; blockchain and the collaborative economy; the real earnings of Uber drivers; what a future car company looks like; VR was all the rage at Cannes; a new PR measurement guide; Ogilvy's classic 'How to Write'; the power of cheese;  plus the chart of the week, our trivia challenge, podcast pick, and more.

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If you're around at 9:30 pm ET on Sunday evenings, you can get a preview of a couple of topics from the week's via the live video on Facebook. If not, you can always catch the replay here.

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  • Video is increasingly becoming a focal point for many industries, brands and publishers. A number of stories throughout this week's update indicate that it is no longer safe to ignore video.
    • Television executives may be excused for looking at the increase in advertising revenue and thinking that there's a resurgence in TV. They might think a little more long term, as there's a younger train coming down the tracks at them.

    • Live video is one of the things that's picking up steam. And Al Roker is there to create Live Fronts to get advertisers to invest in live video shows. As ironic as live video might seem in our time-shifted schedules, people will stop to watch quality appointment-based content.
    • Amazon Video downstream traffic share in North America hits 4.26%, up from 1.97% in 2015, overtaking iTunes and placing it at #3. Netflix leads with 35.15% share, followed by YouTube has 17.53%. Amazon's investments have paid off.
    • YouTube Red isn't standing by idly, either. It's joining Netflix, Amazon and Hulu by spending money to buy content from big media companies. They've acquired a drama based on the street dance movie that launched Channing Tatum's career.
    • It's going to take a culture shift of sorts to embrace video; big media companies need to reimagine themselves as factories of video content if they want to bring in younger audiences.
    • And just to put a coda on the news about TV vs. video, US digital video ad spending will grow at double digits through 2020 —  a pace that will exceed TV advertising growth.

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    • Alphabet/Google
      • YouTube announced at VidCon16 that it would be introducing YouTube Live, a competitor to Facebook Live and Periscope. It's an extension of Google+ Hangouts, but branded under YouTube and completely mobile.

      Trivia question: With the advent of Brexit this week, what other names were suggested for EU exits for other members of the European Union?*

      Collaborative / Autonomous Economy 

          • And an interesting take on the marketing implications for consumers in those vehicles. Although we personally reject the prediction of "millions of self-driving cars on the highways" by 2020 and the notion that drivers will be completely disengaged — at least in the short term
          • More than marketing, the drivers may need to be more concerned about whether or not their vehicle is going to kill them in preference to killing pedestrians. Prime example why I personally think that autonomous vehicles still need a driver at the wheel (like pilots in an airplane, despite autopilot).

        Virtual Reality / Audio

        • Virtual Reality
          • Google is bullish about VR, but the technology has a long way to go. The Chart of the Week below illustrates just how important VR was as a topic at the Cannes Festival this year.
        • Audio
          • SoundCloud is getting video ads across its mobile apps in the US. Just what you need: video pop-ups when you're listening to audio! This probably portends a premium ad-free option at some point.
          • SoundCloud launched Suggested Tracks to help with music discoverability — a key area in which it is lagging Spotify.
          • Spotify has more than 100 million users. The streaming music giant is adding 1.8 million users monthly, with 30% as paying subscribers,
          • Program of the Week. This week's recommendation is from Vincenzo Landino: the #AskGaryVee Show. The non-stop CEO answers your questions about marketing, social media and entrepreneurship. And it doesn't hurt that he's been creating videos longer than you've been watching video.  Do you have a program to recommend? Add yours to our Google Sheet:

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        Content / Customer Experience / Influencer Marketing

        Measurement / Metrics / Data 

        Zignal Labs Chart of the Week

        Last week, we were able to get the initial (weekend) topics of Cannes in an emoji cloud. But after the festival got into full swing and more serious topics were at hand, it was clear that there were issues that kept repeating throughout. Virtual reality spiked four separate times during the week, as seen below in the screen grab from Zignal Labs. The topic was bolstered by the New York Times' VR film The Displaced winning the Lions Entertainment Gran Prix.

        * Answer to the trivia question above: 

        • Brexit could be followed by Grexit, Departugal, Italeave, Czechout, Oustria, Finish, Slovakout, Latervia, Byegium. Only Remania will stay.

        When You Have the Time: Essential Watching / Listening / Reading 

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