MORE TROUBLE FOR TIDAL?: A European news agency is reporting that Tidal’s paid subscription numbers may be inflated by as much as 50%. This conclusion was made by comparing the 850,000 unique users Tidal is reporting to the labels (and paying royalties on), to their recent publicly stated subscriber numbers of 1.2M, and their initial audience projections of 3M. There’s speculation that Tidal has been including older inactive accounts and free trial listening in its subscription totals, which is leading to the variance. Obviously this isn’t good no matter how you slice it. Even 1.2M worldwide subs is a sickly number, and if that’s being overinflated there might be real trouble on the way for Tidal. (link)
TOP DIGITAL TRENDS: AdWeek is out with another list of this past week’s top digital trends. The first bullet about a slight drop in US live streaming views from June to November is notable. Remember last week’s news about FB no longer paying influencers post on Facebook Live? Wondering if that has anything to do with live streaming’s downward trend. And the fourth point about Twitter selling Fabric, it’s app developer platform, to Google is also interesting. Speculation is growing in the industry about Twitter selling or shutting down its non-essential services like Fabric and Vine as a way to become more attractive to potential buyers. Interesting stuff. (link)
MMM 2.0: If you’ve spent any time with CMOs in the last 6-8 years you’ve probably heard the term “MMM” or marketing mix modeling. It’s basically been the north star of media planning and allocation for the last several years, as it attempts to quantify where to spend marketing dollars by platform. Think of the model as a series of levers (media types) which marketers can pull up or down (change investment in that media), and then monitor the outcome (usually via sales or site visits), which helps them determine that lever’s effectiveness. An important limitation to MMM is that these levers are independent of one another. In other words, if you change two things simultaneously you can’t really tell which change made the impact on your results. Until now, that is. As you’ll see in this attached AdExchanger guest column, marketers are becoming sophisticated in “MMM 2.0”, including the ability to package up different digital publishers into one lever, to determine attribution impact. I know this is deep theory for a Monday morning, but it’s a good topic to be versed in. (link)
Have a great Monday!
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