Outpost: Almost all our major advertising and media dynamics now begin offshore
Welcome to a midweek update from Unmade. Today: In an accelerating trend, every big dynamic affecting the local advertising ecosystem now its roots in the northern hemisphere. And the Unmade Index delivers a big rally.
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Forget the local players: Google, Amazon, Disney et al are now the dominant players in Australian media
It was easy to see it coming; it’s been in the post for the last couple of decades. But we’ve now reached the moment when most of the consequential decisions for Australia’s media and marketing landscape are being taken overseas, and mostly in the US.
Sharp summary, if a bit depressing.
Suggests that all players in the game, domestically, need to think even harder about what they produce, their content IP and monetisation across others’ platforms on an international scale.
Play to strengths of contemporary, irreverent, English-speaking creator, worldwide affinity for Australia and Australians.
Someone once described media as Pipes & Poetry. The Pipes are increasingly in the hands of others…time to double down on Poetry.
Also a healthy sprinkling on top of protectionism, France style, is perhaps in order.
That’s a great point, Rob. There’s nothing to stop those based in Australia playing a global game!