<ul><li>Latest data from Bain &amp; Company predicts India’s short form video market to reach 650 million users by 2025.</li><li>Short form videos became popular last year with TikTok and in 2020 alone, more than 200 million Indians watched SFVs at least once.</li><li>At present, there are more than 200 million SFV users in India.</li></ul>Short form videos are everywhere. From Instagram to YouTube and Facebook, the explosion is no secret and it’s very likely to grow even more in coming years. Popularised by TikTok, the short form videos gave birth to many similar platforms and even got added as a feature on almost every popular social media app, in fact, <a href="https://www.businessinsider.in/tech/apps/news/instagram-on-its-way-to-becoming-a-video-and-entertainment-platform-adam-mosseri/articleshow/84017343.cms">Instagram is on its way to becoming a video and entertainment platform</a> with Reels - its version of short video - in focus. The biggest players including Google and Facebook are banking on short form videos in India. The market is predicted to grow to 650 million users by 2025, according to a new report by Bain &amp; Company. In the report titled “India Online Videos - The Long and Short of It”, Bain &amp; Company analysed the growth of short form videos in India, who are the key players and what does the future look like. Short form videos or SFV are categorised as videos with a duration of 15 seconds to 2 minutes. It’s safe to say that the pandemic has increased content consumption and SFV is one of the most successful byproducts of it. In India, the SFV user base grew 3.5 times and 12 times in total time spent by all users over the past two years. In 2020 alone, more than 200 million Indians watched SFVs at least once. And active users spent up to 45 minutes a day only on SFV platforms. There was a 60% increase in consumption of SFV during the lockdown period (April-June) as compared to January-March the same year. At present, there are more than 200 million SFV users in India. India’s SFV user base has mostly been men (70%-75%) from tier 2 cities and smaller towns while women take up 25%-30%. In terms of age group, most of the users are below 25 years of age with 20%-25% between 25 and 35 years of age. <div type="image" title="demographics" msid="86793580" hostid="261" caption="&amp;lt;p&amp;gt;Demographics of SFV users in India.&amp;lt;/p&amp;gt;"></div> <cmsannotation type="cmsannotation" annotationid="The key SFV players" comment="subhead" text="The key SFV players">The key SFV players</cmsannotation> TikTok is attributed as the leader in SFV in India with 200 million users and 20 million content creators posting at least one video a month. The ban led to multiple clones and now there are more than 50 million users who have created and posted at least one video. The top five players in the market are <a href="https://www.businessinsider.in/tech/apps/news/mx-takatak-instagram-josh-moj-and-snapchat-are-most-downloaded-social-and-entertainment-apps-in-india-as-per-app-annie/articleshow/86003516.cms" data-type="tilCustomLink">Moj</a>, <keyword id="9555198" type="General" weightage="20" keywordseo="mx-takatak" source="Orion">MX TakaTak</keyword>, <keyword id="6393600" type="General" weightage="20" keywordseo="josh" source="Orion">Josh</keyword>, Roposo and Zili, contributing 85% of the total user base in SFV. <div type="image" title="top five players" msid="86793368" hostid="261" caption="&amp;lt;p&amp;gt;Growth of top five SFV players in India.&amp;lt;/p&amp;gt;"></div> <keyword id="8678883" type="General" weightage="20" keywordseo="moj" source="Orion">Moj</keyword> is leading with the highest daily active users among the Indian SFV players. Bain also highlighted that other than having a large engaged user base these companies are also well-funded. ShareChat’s Moj for example has raised $1,203 million in funding and its key investors are China’s Tencent, Twitter, Tiger, Temasek and Snap. It has over 150 million downloads, 10-15 million creators, 17 minutes of average daily usage. Tencent is a key investor for MX TakaTak as well along with Times Group. This app has over 200 million downloads with 9-12 million creators and 17 average daily minutes. Dailyhunt’s Josh and Glance’s Roposo have over 150 million and 100 million downloads, respectively, and investors like Google, Microsoft and InMobi. An interesting player here is Xiaomi’s Zili that comes pre-installed on Xiaomi smartphones. It has over 100 million downloads. <cmsannotation type="cmsannotation" annotationid="Micro influencers and aspiring creators" comment="subhead" text="Micro influencers and aspiring creators">Micro influencers and aspiring creators</cmsannotation> The SFV platforms are giving rise to micro-influencers and aspiring creators coming from metros to tier 3 cities. This group of creators with followers between 10,000 and 100,000, take up 75% to 80% of the total creator base in SFV platforms. Creators are also not engaged in only one platform but have their presence on multiple platforms. Recently, Instagram <a href="https://www.businessinsider.in/tech/news/instagram-launches-education-programme-for-creators-in-india-to-learn-earn-and-build-communities/articleshow/86642903.cms">announced</a> its largest creator education and enablement programme in India. The programme will be free for all, and it will provide access to live masterclasses from experts in the field, the latest product updates and trends, and options to unlock monetary opportunities. There are at least three SFV apps installed per user with one go-to app for most content. Over 100 videos are scrolled by a user and out of which 1 in 3 videos are watched in full. The average user spends 4-5 minutes per visit which is 4-5 visits a day. And 1 in 2 videos watched is either in Hindi or Tamil. <cmsannotation type="cmsannotation" annotationid="There’s still room for growth" comment="subhead" text="There’s still room for growth">There’s still room for growth</cmsannotation> India is said to have the potential to beat the frontrunner China. With cheap internet data, easy-to-use platforms and vernacular language, the SFV market is only set to boost in India. Bain &amp; Company predicts that by 2025 three in four internet users or 600 million to 650 million Indians will consume such videos with an average user spending 55 to 60 minutes per day on these platforms. The total time spent on short videos is also predicted to reach 80-90 billion hours from 12 billion hours. Despite a booming market, Bain &amp; Company says the SFV market in India is still in a nascent stage. Highlighting five major trends curated content and social-led engagement, monetisation, innovations to onboard the next wave of users, emergence of a robust creator ecosystem, and niche platforms within larger SFV ecosystems. India is also expected to follow the footsteps of one of the top SFV markets - China or the US. China has two top SFV players - Douyin and Kuaishou, and multiple small platforms. The US on the other hand has its SFV market spread across multiple platforms like social media, long form video (YouTube) and TikTok (standalone SFV). SEE ALSO: <a href="https://www.businessinsider.in/tech/news/realme-pad-review-delivers-what-it-promises/articleshow/86783511.cms" data-type="tilCustomLink">Realme Pad Review: Delivers what it promises</a> <a href="https://www.businessinsider.in/tech/news/asus-vivobook-k15-review-well-rounded-impressive-for-the-price/articleshow/86756292.cms" data-type="tilCustomLink">Asus VivoBook K15 review: Well rounded, impressive for the price</a>

Analysts predict India’s short form video market to have 650 million users by 2025

China and other countries could be hit by a second wave of <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">coronavirus</keyword> in November, one of China's top medical experts has warned as the world's second largest economy limped back to normalcy after a three-month-long grim battle against the pandemic. Zhang Wenhong, who heads the Covid-19 clinical expert team in <keyword id="6368000" type="LOCATION" weightage="20" keywordseo="shanghai">Shanghai</keyword> and leads the infectious disease department at one of the eastern metropolitan city's top hospitals, expects that in the long term, countries will have to take a flexible approach to recurring outbreaks. While countries around the world may be able to bring the deadly pandemic under adequate control by autumn, the coming winter may bring a "second wave" of infections in China and elsewhere, he said. Speaking during an online livestream broadcast by popular short-video platform Kuaishou, Zhang said China's experience with disease control means any resurgence in infections later this year will be manageable, and not require a repeat of the dramatic measures taken to curb the virus's initial spread. Zhang's comments come as <keyword id="36918" type="LOCATION" weightage="20" keywordseo="chinese">Chinese</keyword> officials gradually eased quarantine restrictions as part of efforts to revive the country's economy. As of Wednesday, the total number of confirmed COVID-19 cases in China reached 82,341. Altogether 3,342 people have died of the disease, according to the <keyword id="6407801" type="COMPANY" weightage="20" keywordseo="national-health-commission">National Health Commission</keyword> of China.Though the coronavirus cases abated at epicentre <keyword id="208994" type="LOCATION" weightage="20" keywordseo="Wuhan">Wuhan</keyword>, China continued to report new cases mostly from Chinese nationals returning from abroad. "China won't implement any shutdowns, and imported cases will certainly still make up the bulk of the outbreak," China's Caixin magazine quoted Zhang as saying. "For a long time, epidemic prevention and control will go through periods of relaxation and tightening. It will be possible to live and work normally, but it probably won't be possible to completely eradicate the outbreaks," he said. That means countries must continue to fight the pandemic together even after their initial domestic outbreaks have peaked, Zhang said, adding: "Only when all nations have properly controlled the disease will we all be able to live well again." Aggressive testing and contact tracing, combined with immediate hospitalisation of confirmed cases, is the secret to effective epidemic control, Zhang said. Predicting that the US will bring its outbreak under control by May, he also called for the two countries to cooperate more closely on the pandemic. "Communication between us at the medical level has never stopped," he said. "When it comes to medicine, people's health, and epidemic control, we can't decouple from each other," he said, amidst the Trump administration's criticism of China's handling of the coronavirus pandemic. US Secretary of State <keyword id="3109665" type="PERSON" weightage="20" keywordseo="Mike-Pompeo">Mike Pompeo</keyword> on Wednesday spoke to a senior Chinese diplomat to underscore the Trump administration's demand for full transparency and information sharing from China about the origins and spread of the new coronavirus. Pompeo's phone call to <keyword id="106419" type="PERSON" weightage="20" keywordseo="Yang-Jiechi">Yang Jiechi</keyword>, Director of the Office of Foreign Affairs of the <keyword id="79229" type="COMPANY" weightage="20" keywordseo="Communist-Party-of-China">Communist Party of China</keyword>, came a day after US President Donald Trump announced to halt the funding to <keyword id="43588" type="ORGANIZATION" weightage="20" keywordseo="World-Health-Organization">World Health Organization</keyword> alleging that it sided with China on coronavirus issue and mislead the world. KJV NSANSA

Experts think second wave of Coronavirus may hit China in November

Hello, welcome back to <keyword id="11596326" type="UNKNOWN" weightage="60" keywordseo="insider-advertising">Insider Advertising</keyword>, your weekly look at the biggest stories and trends affecting Madison Avenue and beyond. I'm Lara O'Reilly, Insider's media and <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> editor. <a href="http://newsletter.businessinsider.com/join/4np/insider-advertising">If this was forwarded to you, sign up here.</a>As always, my inbox is open for your thoughts, tips, and perfectly shot pet portraits (more on those later). You can find me at <a href="mailto:loreilly@insider.com">loreilly@insider.com</a>.Let's take you straight to the news:<ul><li><a href="https://www.businessinsider.com/google-alphabet-earnings-q2-2021-revenue-eps-profit-analysis-2021-7">Google and Facebook went from strength to strength in Q2</a> ...</li><li>... <a href="https://www.businessinsider.com/facebook-earnings-q2-2021-eps-profit-revenue-growth-warning-stock-2021-7">but get ready to see the impact of Apple's tracking changes next quarter</a></li><li><a href="https://variety.com/2021/tv/news/nbcuniversal-tokyo-olympics-make-goods-advertising-1235028563/">Advertisers enter 'make goods' negotiations with the Olympic broadcaster NBCU</a></li></ul><h3>Ain't no stopping us now</h3>We're deep into earnings season, and it was a solid second quarter for the digital advertising giants.A year after reporting its first-ever revenue decline, <a href="https://www.businessinsider.com/google-alphabet-earnings-q2-2021-revenue-eps-profit-analysis-2021-7">Google's parent, Alphabet, rebounded with its best-ever quarter</a>. Ad revenue grew 69% year-over-year to $50.4 billion, driven largely by Google search ads and retail advertisers.<a href="https://www.businessinsider.com/youtube-revenue-google-earnings-technology-2021-7">YouTube's ad business jumped 84% to $7 billion</a>. And it looks as if next quarter will be strong for the video property, too. Ad-industry sources told Insider that YouTube's sales representatives had a barnstorming US upfront this year. (The NewFronts presentations ran in May.) Of course, it's a fairly easy narrative to sell: Traditional TV viewership continues to fall, while YouTube use continues to climb.Still, some of the volume commitments that YouTube secured were fairly eye-popping. Sources said in some of the sales talks, particularly for tentpole sports, YouTube was pushing for - and in some cases able to secure - 30% price hikes. When contacted for comment, a Google representative didn't respond specifically to the company's NewFronts performance but pointed toward company <a href="https://blog.google/products/ads-commerce/youtube-streaming-trends-2021/">blog</a> <a href="https://blog.youtube/news-and-events/youtube-main-stream-highlights-10th-annual-brandcast-delivered/">posts</a> from earlier in the year highlighting how many people watched YouTube on their main TV screens.Google's duopoly buddy, <a href="https://www.businessinsider.com/facebook-earnings-q2-2021-eps-profit-revenue-growth-warning-stock-2021-7">Facebook, also had a strong quarter</a>, reporting $29.1 billion in revenue versus the $27.9 billion analysts had expected. Facebook's chief operating officer, Sheryl Sandberg, said on the earnings call that its strongest verticals were those that performed well during the coronavirus pandemic: e-commerce, retail, and CPG.Elsewhere: <a href="https://www.cnbc.com/2021/07/22/twitter-twtr-earnings-q2-2021.html">Twitter</a> and <a href="https://variety.com/2021/digital/news/snap-q2-2021-earnings-1235025874/">Snap</a> also reported earnings beats in Q2. And, for all you "triopoly" fans: Amazon is due to report earnings after today's market close.<h3>Track to the Future: Part II</h3><div type="image" title="A chart showing App Tracking Transparency opt-in rates by country." height="953" width="1667" msid="84854730" hostid="261"></div>Hold on a minute, wasn't the sky meant to be falling for digital ads hawkers this quarter after Apple rolled out its App Tracking Transparency privacy update in April?The simple, boring, and noncommittal answer is that it's too early to tell how it'll shake out. Yes, the ATT change immediately <a href="https://www.businessinsider.com/apple-ios-145-privacy-changes-spark-low-opt-in-rates-and-falling-ad-prices-2021-5">made it more tricky for many advertisers</a> to precision-target and measure the effectiveness of their mobile ads. And there's some data showing that some advertisers have even <a href="https://digiday.com/marketing/as-att-hits-critical-mass-media-spending-see-saw-from-ios-to-android-continues/">upped their spend on Android</a>, which hasn't yet rolled out a similar anti-tracking measure for apps.But in spite of all of this, the big trends favoring digital ad platforms - the rise in digital content consumption and spending on e-commerce - were so buoyant that they cushioned any early underlying turbulence."While some were expecting major fireworks when App Tracking Transparency went into effect, ATT was never going to dramatically hurt the walled gardens in the short term," said Alex Bauer, the head of product marketing at the mobile measurement platform Branch."Longer term, the full impact is still to be seen: Walled gardens have a huge trove of incredibly valuable first-party data, but ATT means Apple is planning to enforce an equal playing field for everyone," he added.So, there may be trouble ahead. Facebook's CFO, Dave Wehner, warned investors of a significant slowdown in growth and said the company expected "increasing ad-targeting headwinds in 2021" from regulatory and platform changes, which it expects to have "a more significant impact in the third quarter." Alphabet, too, faces several antitrust investigations, both in Europe and stateside, and it <a href="https://www.forbes.com/sites/johnkoetsier/2021/01/22/apple-privacy-change-may-cost-facebook-google-25-billion-over-next-12-months/?sh=5074e1505695">isn't immune to Apple's tracking changes</a>, either. Plus, Alphabet in particular will have <a href="https://www.businessinsider.com/google-alphabet-earnings-q3-2020-advertising-cloud-youtube-other-bets-2020-10">tougher comparable year-ago quarter</a>.<h3>There's light at the end of the funnel</h3><div type="image" title="Simone Biles" height="1667" width="2500" msid="84854733" hostid="261"></div>Ad agencies are already having the awkward "make goods" talk with the Olympic broadcaster NBCUniversal, <a href="https://variety.com/2021/tv/news/nbcuniversal-tokyo-olympics-make-goods-advertising-1235028563/">Variety's Brian Steinberg reports</a>. The negotiations come amid shaky ratings and advertiser anxiety following the decision of <a href="https://www.businessinsider.com/why-simone-biles-getting-the-twisties-was-so-terrifying-and-what-recovery-could-look-like-2021-7">the star US gymnast Simone Biles to pull out of her first two events at the games</a>. Elsewhere, the <a href="https://www.insider.com/naomi-osaka-olympics-loss-sucks-more-representing-host-nation-japan-2021-7">tennis champ Naomi Osaka</a> also exited early."Don't worry, it's all under control," is essentially the narrative coming out of NBCU, where execs are trying to convince impatient ad buyers that events like the Olympics often deliver results over a longer period of time.Ultimately the real test for NBCU won't be its ability to peddle multi-mix modeling reports and charts demonstrating "top of the funnel" awareness but its ability to spin up compelling storylines for viewers - against the odds.There's precedent for it. As told by Disney's executive chairman, Bob Iger, in his book, "The Ride of a Lifetime," the 1988 Winter Olympics in Calgary, Alberta, were a mess on the face of it too. High winds, fog, and warm weather meant many of the alpine events had to be called off.ABC, the broadcaster for those games, pivoted to human-interest stories: the Jamaican bobsled team and the unlikely British ski-jump hopeful, Eddie "The Eagle" Edwards."Somehow it all worked," wrote Iger, who was ABC's senior vice president of programming at the time. "The ratings were historically high."<h3>Recommended reading</h3>WPP's GroupM pulled out of Facebook's media agency review. People familiar with the matter pointed toward Facebook's request for strict contractual terms as one of the reasons - <a href="https://www.wsj.com/articles/wpp-pulls-out-of-facebooks-media-agency-review-11626986747">WSJ</a>The TV seller Vizio is cutting off some adtech companies from ad targeting data as it tries to build a TV ad business to compete with the likes of Roku and Samsung - <a href="https://www.businessinsider.com/vizio-stops-renewing-adtech-contracts-to-compete-with-roku-2021-7">Insider</a>Brands including Nike, AB InBev, and Red Bull have set up or are building in-house teams for esports and gaming - <a href="https://digiday.com/marketing/no-ones-going-in-blind-brands-are-bringing-gaming-and-esports-in-house/">Digiday</a>Kuaishou, a Tencent-backed Chinese TikTok competitor, is on a US hiring spree as it prepares a big marketing push to launch "a new global brand" - <a href="https://www.businessinsider.com/kuaishou-grows-us-marketing-team-prepares-global-brand-launch-2021-7">Insider</a>The basketball star Kyrie Irving alleged on social media that Nike was set to release a "trash" sneaker collaboration carrying his name without his permission. Nike hasn't responded - <a href="https://www.bloomberg.com/news/articles/2021-07-28/kyrie-irving-blasts-his-own-nike-shoe-says-these-are-trash">Bloomberg</a>Weddings are back! But this time it's different. Brands like Zola and David's Bridal are trying to cash in with new ad campaigns, digital services, and perks - <a href="https://www.businessinsider.com/wedding-advertising-is-coming-back-davids-zola-tiffany-2021-7">Insider</a>And finally: Apple's long-running "Shot on iPhone" ad series is back, and this time it's teaching us how to take the sorts of portraits of our pets that Annie Leibovitz would be proud of. It is your duty as Insider Advertising subscribers to send me your results: <a href="mailto:loreilly@insider.com">loreilly@insider.com</a> - <a href="https://www.adweek.com/creativity/apples-new-shot-on-iphone-ads-want-you-to-take-pet-portraits-like-a-pro/">Adweek</a>That's all for this week. See you next Thursday. - Lara

Why Q3 will be a big test for the digital ad duopoly

Hello and welcome to <keyword id="11596326" type="UNKNOWN" weightage="60" keywordseo="insider-advertising">Insider Advertising</keyword>, a weekly <keyword id="621414" type="PERSON" weightage="60" keywordseo="Newsletter">newsletter</keyword> where I break down the most important news and trends on Madison Avenue and beyond. I'm Lara O'Reilly, Insider's media and <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> editor. If this was forwarded to you, <a href="http://newsletter.businessinsider.com/join/4np/insider-advertising">sign up here</a>.It's great to hear from you about what you've liked about the revamped newsletter so far. Please do continue to send your feedback, tips, and memes to <a href="mailto:loreilly@insider.com">loreilly@insider.com</a>.Let's jump in to this week's news:<ul><li><a href="https://www.businessinsider.com/toyota-pulls-commercials-from-olympics-2021-7">The Olympics begin - as does the brand damage control</a></li><li><a href="https://www.ft.com/content/97ccbdab-6547-4d1b-bb3f-f251931901c2">What Netflix's slowing user growth means for ads</a></li><li><a href="https://www.businessinsider.com/tech-marketing-salaries-facebook-google-amazon-twitter-microsoft-uber-airbnb-2020-8">Top marketing and ad salaries revealed</a></li></ul><h3>Rings of fire</h3><a href="https://www.insider.com/tokyo-olympics-japan-thrash-australia-as-softball-gets-games-underway-2021-7"></a>The postponed 2020 Tokyo Olympics are finally underway. But with COVID-19 infections rising - <a href="https://www.bbc.co.uk/sport/olympics/57844406">including among participating athletes</a> - and stadiums closed off to spectators, what's usually a feel-good tentpole event for advertisers has the potential to serve up more risk than reward. (<a href="https://www.insider.com/olympics-could-still-be-cancelled-says-tokyo-2020-ceo-2021-7">It could even still be canceled</a>.)With some polls suggesting a majority of Japanese people - <a href="https://graphics.reuters.com/world-coronavirus-tracker-and-maps/countries-and-territories/japan/">a nation that's largely unvaccinated so far</a> - are <a href="https://www.asahi.com/ajw/articles/14398398">against the Olympics going ahead at all</a>, the official global sponsor Toyota said this week that it was <a href="https://www.businessinsider.com/toyota-pulls-commercials-from-olympics-2021-7">pulling all of its Olympic-themed TV commercials</a> from rotation in Japan. Its execs are also skipping the opening ceremony.Tim Crow, a sponsorship consultant who described the move as a masterclass in first-mover PR with marginal business impact. It's a good look in Toyota's home market to show the company has been listening. Plus, the company's just being vocal about pulling back when other sponsors are probably making similar moves behind the scenes. (Coca-Cola <a href="https://seekingalpha.com/article/4440424-coca-cola-companys-ko-ceo-james-quincey-on-q2-2021-results-earnings-call-transcript">on Wednesday said</a> it wouldn't be deploying any physical Olympic activations in Japan). Toyota also already happens to be the best-selling auto brand in Japan, with <a href="https://www.spglobal.com/marketintelligence/en/news-insights/latest-news-headlines/toyota-gains-significant-market-share-in-japan-as-covid-19-chokes-vehicle-demand-59230878">about a 50% market share</a>."Toyota didn't buy global Olympic sponsorship for the purpose of marketing in Japan," Crow told me. "It bought global Olympic sponsorship to shut out competitors from the Olympics around the world and to use the Olympics as a strategic marketing vehicle in key countries - not least the US, which is in love with the Olympics."(No coincidence, then, that the US Olympic broadcaster NBCU confirmed <a href="https://www.businessinsider.com/toyota-pulls-commercials-from-olympics-2021-7">Toyota hadn't adjusted its TV ad plans stateside</a>.)It's not just official sponsors watching the fast-moving Olympic developments through their fingers, with their other hand grasping the media plan. <a href="https://www.adweek.com/brand-marketing/liev-schreiber-and-mattress-firm-are-on-a-mission-to-rid-america-of-junk-sleep/">The retailer Mattress Firm is set to launch a big new campaign this week </a>- with the debut spot running during the opening ceremony - in anticipation of a large live-TV audience.The prospect for disruption has been top of mind since planning the push."It was a very complex set of work," Mattress Firm's chief marketing officer, Ramin Eivaz, told me. "As we looked at various scenarios, all we could do was develop a campaign that had the flexibility and elasticity to be able to be stretched in different places."As for the next marketing storylines to look out for during this year's games - blessed are the shoemakers!"As and when records get broken, there is the old, aged question surrounding doping or super equipment," said Rory Stewart-Richardson, of the online sponsorship marketplace Connexi. "It will be interesting to see how brands handle themselves."<h3>Viva La Visa</h3><div type="image" title="chart showing visa brand refresh" height="675" width="1200" msid="84642113" hostid="261"></div>Insider's senior reporter Tanya Dua caught up with Lynne Biggar, the chief marketing officer of the official Olympic sponsor Visa, which is launching <a href="https://www.campaignlive.co.uk/article/visa-refreshes-brand-identity-seven-years/1722791">a refreshed brand identity and advertising activity to coincide with the games</a>.Visa is a household name. Why did it need a new identity?We're known for having our name on 3.6 billion pieces of plastic around the world. But we are so much more than a credit-card company - we are a trusted engine of commerce that provides access to the global economy for everyone everywhere. Our business strategy has evolved over the last many years to be much broader and inclusive of more categories and audiences like B2B payments, fintech partners, P2P payments, remittances, cross-border money flows, and crypto.Why now?The brand work is based on 18 months of insights, learning, and research where we talked to over 10,000 respondents across many regions and countries around the world. So this is really the culmination of a broader strategy that is launching now in some markets in concert with the Olympics, but it really is a broader effort. It will continue for years to come, and the investment is significant.Did you reconsider timing it with the Olympics?When you are a sponsor of the Olympics, you are a sponsor for many years. And we've seen incredible ROI over those years. Our integrations are very wide-ranging. The Tokyo Olympics have been challenging on many levels for everyone. But if you think about it over time, certainly the ROI over an extended period remains quite strong.<h3>I streamed a stream in time gone by</h3><div type="image" title="The Crown" height="2648" width="3972" msid="84642115" hostid="261"></div>Could we be witnessing early signs of streaming-subscription fatigue in the US? <a href="https://www.latimes.com/entertainment-arts/business/story/2021-07-20/netflixs-subscriber-growth-has-slowed-dramatically">Netflix lost almost half a million users in the US and Canada in the second quarter</a>.Not so fast, according to GroupM's global president of business intelligence, Brian Wieser. Yes, it was a tough quarter, but Netflix's new release slate is likely to <a href="https://www.businessinsider.com/netflix-franchise-building-will-be-essential-to-video-game-plans-2021-7">ramp up later this year</a> as production gets back to normal. Rival services are growing their investments in original content, too (though Netflix CEO Reed Hastings on the earnings call was <a href="https://www.ft.com/content/97ccbdab-6547-4d1b-bb3f-f251931901c2">quick to downplay any impact from HBO and Disney</a>).US consumers spent $20 billion on subscription-video-on-demand services last year but more than $100 billion on conventional pay-TV, according to Wieser. That leaves plenty of room for consumers to shift their spending habits, especially as media owners are actively disinvesting in their traditional TV networks and deploying content to their subscription streaming services."That's fundamentally why there's no good news for ad-supported TV in what we are seeing," Wieser said.With Netflix indicating user growth in the US is likely to remain sluggish into the next quarter, it's now looking at new tactics.But no, advertising execs, <a href="https://www.cnbc.com/2019/04/29/netflix-will-have-no-choice-but-to-run-ads-industry-execs-say.html">no matter how hard you try to will them into existence</a>, ads on Netflix <a href="https://www.businessinsider.com/why-netflix-doesnt-have-ads-commercials-ceo-reed-hastings-2020-9">remain</a> an unlikely prospect.Instead, Netflix is looking at more ways to keep users engaged with the platform. Netflix confirmed this week it's also <a href="https://www.businessinsider.com/netflix-gaming-plans-marketing-device-for-engagement-2021-7">making a move into gaming</a>. Much like <a href="https://variety.com/2021/digital/news/netflix-podcast-njeri-eaton-apple-npr-1235015395/">Netflix's podcast play</a>, there's little chance ads will feature in Netflix games. The idea is that games will serve as a marketing tool to re-promote its best content. Indeed, new data shows that <a href="https://www.businessinsider.com/netflix-franchise-building-will-be-essential-to-video-game-plans-2021-7">46% of Netflix's movie commissions this year are remakes</a>, sequels, spin-offs, or adaptations - and you can bet your bottom dollar that franchises and recognizable IP will lead the streamer's early gaming push.<h3>With my mind on my money and my money on my mind</h3><a href="https://www.businessinsider.com/salary-database-google-goldman-amazon-how-much-top-jobs-pay-2021-7"><div type="image" title="A table comparison of salaries for Creative directors across companies" height="1940" width="2500" msid="84642118" hostid="261"></div></a>Do make sure to <a href="https://www.businessinsider.com/salary-database-google-goldman-amazon-how-much-top-jobs-pay-2021-7">check out Insider's new searchable database</a> of the past three years of salary disclosures from the USCIS website. It includes <a href="https://www.businessinsider.com/tech-marketing-salaries-facebook-google-amazon-twitter-microsoft-uber-airbnb-2020-8">marketing roles</a> across <a href="https://www.businessinsider.com/salary-database-google-goldman-amazon-how-much-top-jobs-pay-2021-7">dozens of large companies</a>, plus salaries at major agencies like <a href="https://www.businessinsider.com/salaries-biggest-ad-holding-companies-omnicom-wpp-ipg-publicis-dentsu-2020-8">Saatchi and GroupM</a>.<h3>Recommended reads</h3>Friday is the last day to nominate your favorite marketer for Insider's third-annual list of CMOs to watch - <a href="https://www.businessinsider.com/seeking-nominations-for-cmos-that-are-rising-stars-in-2021-7">Insider</a>It's earnings season, and so far so good for the main advertising holding companies, with IPG, Omnicom, and Publicis Groupe all talking up a strong ad recovery in the ad market, countering a collapse in spending in the early months of the pandemic last year - <a href="https://www.cnbc.com/2021/07/21/ipg-earnings-show-strong-continued-ad-recovery.html">CNBC</a>/<a href="https://www.adweek.com/agencies/publicis-groupe-ceo-arthur-sadoun-on-agencys-full-recovery-from-covid-19-impact/">Adweek</a>The Indian mobile ad specialist InMobi is said to be closing in on a deal to take AT&amp;T's adtech unit Xandr off the telco's hands for a fire-sale price - <a href="https://www.axios.com/att-advertising-xandr-inmobi-42a4f6bd-4c09-4416-aedb-89e216c1b6bd.html">Axios</a>Flush with cash from its recent IPO, the Chinese tech company Kuaishou is planning a big overseas expansion to take on TikTok - <a href="https://www.bloomberg.com/news/articles/2021-07-21/billionaire-who-missed-out-on-tiktok-is-now-trying-to-beat-it?sref=BWbpWjRm">Bloomberg</a>Speaking of TikTok: The Wall Street Journal went under the hood of the algorithm that influences the videos that populate on your "For You" page. It turns out that watch time is the most important ingredient - <a href="https://www.wsj.com/video/series/inside-tiktoks-highly-secretive-algorithm/investigation-how-tiktok-algorithm-figures-out-your-deepest-desires/6C0C2040-FF25-4827-8528-2BD6612E3796?mod=hp_lead_pos5">Wall Street Journal</a>The NFL is taking a big chunk of its advertising in-house in a big loss for Omnicom, which oversaw the league's $200 million ad budget - <a href="https://www.businessinsider.com/nfl-takes-big-chunk-of-ad-buying-business-in-house-2021-7">Insider</a>Companies like Instacart and Home Depot are in an intense war for advertising talent - <a href="https://www.businessinsider.com/recent-advertising-hires-by-companies-like-instacart-and-home-depot-2021-7">Insider</a>That's all, folks - Lara

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Analysts predict India’s short form video market to have 650 million users by 2025

Marcia Sekhose

Experts think second wave of Coronavirus may hit China in November

PTI

Why Q3 will be a big test for the digital ad duopoly

Lara O'Reilly

The Olympic brand fallout may have only just begun

Lara O'Reilly

You Searched For "kuaishou" and got 4 results

Analysts predict India’s short form video market to have 650 million users by 2025

Marcia Sekhose

Experts think second wave of Coronavirus may hit China in November

PTI

Why Q3 will be a big test for the digital ad duopoly

Lara O&apos;Reilly

The Olympic brand fallout may have only just begun

Lara O&apos;Reilly

Lara O'Reilly

Lara O'Reilly