Industry
Media and entertainment
Publishers, broadcasters, streaming, music and games, competing for attention.
Publishers, broadcasters, streaming services, music and games compete for time and attention, and their products are themselves content. Releases come in waves, so launches, fans and talent matter, and much of the work is keeping people subscribed or coming back. Age ratings and content for younger audiences call for extra care, under rules that differ by country.
What matters when choosing
- Launch planning around release dates, with trailers, PR, social and out-of-home moving in step.
- Fan and community programmes that give people a reason to talk and share.
- Work with talent and creators, with clear disclosure of paid content.
- Retention and win-back communication for subscribers.
- Audience and age targeting that respects ratings and the rules for children.
Questions to ask vendors and agencies
- How do launches build on each other rather than start from zero each time?
- What do we offer fans and communities between releases?
- How are age ratings and children's rules applied in targeting and in content?
Common mistakes
- Spending everything in the launch week and nothing on keeping the audience.
- Letting talent, creators and official channels tell different stories about the same release.
Typical disciplines Social media Community and word of mouth Influencer and creator marketing Out-of-home and digital out-of-home Sponsorship Public relations
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