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QYOU Media: At The Forefront Of The Influencer Marketing Trend – The Deep Dive

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The influencer marketplace is something to behold. On Instagram alone, the market size, as per a recent Statista report, is estimated as being US$2.3 billion in 2020, which is a significant gain from the $0.7 billion figure from 2017. A Business Insider Intelligence report published last December meanwhile estimates that the market will grow to US$15 billion across all social media platforms by just 2022.

The rise in demand from such marketing has lead to the inevitable – publicly traded companies are now becoming involved. The latest being that of BroadbandTV, operating under BBTV Holdings (TSX: BBTV) whom just this past week announced the pricing of their IPO with the the company aiming to raise $172.4 million through the sale of just 12.4% of the company. While they own one of the largest creator networks currently, they are not to be the only publicly traded firm operating in this niche.

Although BroadbandTV will be the latest to market, they are certainly not the first. Canadian small cap company QYOU Media (TSXV: QYOU) has actually been slugging it out in the space for quite some time, with the company also focused on developing its India-based entertainment platform known as The Q India through the use of influencers and social media stars.

QYOU’s approach to influencers is actually two-fold. The first method in which influencers are utilized is for its entertainment brand, The Q India. Here, the company utilizes influencers and digital creators to create original content in which it distributes on its platform in the form of both traditional (linear) television, and that of video on demand, as well as “over-the-top” (think Roku) and mobile platforms.

The second method, is that the company utilizes its network of influencers to conduct social media marketing. In this arena, the company will assist its clients with creative strategy, influencer deals, in-house production, media amplification and channel management.

With the influencer marketing division predominantly focused on the US market, the company largely provides marketing services for third party brands. The company traditionally has been primarily engaged with major studios to promote theatrical releases for motion pictures.

With the advent of COVID-19, that has now changed slightly.

Given the lack of operational theatres, the company has had to slightly refocus on its target market for this influencer marketing. As a result, the company announced this past week that it has begun focusing on a slightly different market for motion pictures. Rather than solely focus on theatrical releases, the company has now found demand for its influencer marketing services in three segments for motion picture markets.

  • Theatrical and Premium Video On Demand – Major motion pictures slated to be released directly to consumers at high purchase prices.
  • Subscription On Demand – Direct to consumer content that is consumed by platforms such as Netflix, Hulu, HBO, etc.
  • Advertiser Video On Demand – Free to consumer offerings that are supported by advertisements on platforms such as Roku, Pluto, Tubi and Peacock.

And with this, the company announced that is has secured US$710,000 in new contracts for influencer marketing services over the course of September and October.

To get a sense of how effective QYOU is at influencer marketing, lets look at a project the company took on earlier this year. As a result of the pandemic, Dreamworks Universal decided to release Trolls World Tour via direct to consumer, rather than taking the theatrical release approach. While unusual for a film of this magnitude, the company was left with little option due to the state of theatres across North America.

The Q influencer team had initially been hired by Dreamworks to promote the theatrical release, but was asked to pivot the campaign as a result of the change in release plans. QYOU worked with 19 influencers for the project, generating over 57 million organic video views and achieving a 17% engagement rate. The custom TikTok channel created for the film also managed to acquire 314,000 subscribers as well.

The end result is that Trols World Tour became the largest direct to video success in history, with the film generating over $100 million in revenue. It also proved just how effective influencer marketing campaigns can be.

Looking forward, QYOU has identified a number of new potential growth areas that can aide in further scaling the influencer marketing division. Opportunities such as media placements, merchandising, talent management, channel management for brands, production services, and original IP development present new avenues for further growth for the firm.

Audiences have changed the way in which they consume their content. Rather than the traditional methods of television, consumers now utilize a number of sources such as YouTube, TikTok, Instagram, and more to obtain their entertainment. From this, valuable opportunities exist for marketing, branding, and more as businesses look to sell their products to the world. Naturally, agencies at the forefront of this trend will ultimately benefit the most.

QYOU Media last traded at $0.065 on the TSX Venture.


FULL DISCLOSURE: QYOU Media is a client of Canacom Group, the parent company of The Deep Dive. The author has been compensated to cover QYOU Media on The Deep Dive, with The Deep Dive having full editorial control. Additionally, the author personally holds shares of the company. Not a recommendation to buy or sell. Always do additional research and consult a professional before purchasing a security.

As the founder of The Deep Dive, Jay is focused on all aspects of the firm. This includes operations, as well as acting as the primary writer for The Deep Dive’s stock analysis. In addition to The Deep Dive, Jay performs freelance writing for a number of firms and has been published on Stockhouse.com and CannaInvestor Magazine among others.

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Boeing 737 MAX returns to skies with media on board – CTV News

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DALLAS, TEXAS —
Boeing Co’s 737 MAX took off on Wednesday on its first public appearance with media onboard since being grounded over fatal crashes, as one of its biggest customers, American Airlines, seeks to prove it is safe for passengers.

Wednesday’s flight from Dallas, Texas, to Tulsa, Oklahoma, comes weeks before the first commercial passenger flight on Dec. 29, and is part of a concerted PR effort to restore the jet’s image following a 20-month ban.

American Airlines Chief Executive Doug Parker said on Instagram he had flown on the MAX with his wife and airline colleagues on Tuesday “with the utmost peace of mind.”

Boeing’s best-selling jet was grounded in March 2019 after two crashes in five months killed a combined 346 people, marking the industry’s worst safety crisis in decades and undermining U.S. aviation regulatory leadership.

Wednesday’s flight marks the first time anyone besides regulators and industry personnel have flown on the MAX since the grounding, which rocked the aviation industry and ignited investigations focusing on software that overwhelmed pilots.

In a display of the turbulence caused by the COVID-19 pandemic to aviation just as the MAX starts its comeback, each of the roughly 90 journalists, flight attendants and other American Airlines employees on Wednesday’s flight wore face masks.

“The history of aviation is built around a chain of safety,” Captain Pete Gamble told passengers just before takeoff. “When the chain of safety breaks it’s up to those of us in the industry to mend it and bring it back.”

Last month, the U.S. Federal Aviation Administration cleared the jet following design changes and new training.

A smooth return to service for the MAX is seen as critical for Boeing’s reputation and finances, which have been hit hard by a freeze on MAX deliveries as well as the coronavirus crisis.

It is bracing for intense publicity from even routine glitches by manning a 24-hour “situation room” to monitor every MAX flight globally, and has briefed some industry commentators on details on the return to service, industry sources said.

Boeing has said that airlines will take a direct role in demonstrating to passengers that the 737 MAX is safe.

“We are continuing to work closely with global regulators and our customers to safely return the fleet to commercial service,” a spokesman said.

Brazil’s Gol Linhas Aereas Inteligentes is planning a similar media event this month, with cautious hopes to fly its first commercial flights as soon as next week.

CEREMONY SCRAPPED

The PR efforts are designed to highlight software and training upgrades which the FAA has said remove any doubt about the plane’s safety.

But families of some victims of the crashes in Indonesia and Ethiopia have protested the return to service, saying it is premature before a final investigative report on the second crash has been released.

Boeing toned down its original plans for the plane’s return as the crisis dragged on longer than it expected – scrapping a high-profile publicity campaign, a ceremony in the Seattle area and a tour using an Oman Air 737 MAX, industry sources said.

Airlines and leasing companies have spent hundreds of billions of dollars buying the latest upgrade of the 737, the world’s most-sold passenger aircraft.

Lured by sharp discounts and anxious to help repair the MAX’s reputation around which they have built their fleet plans, some airlines are now stepping in to show commercial support.

Alaska Airlines agreed to lease 13 Boeing 737 MAX last week and Ireland’s Ryanair is expected to place a large order for the jets as soon as this week.

Reporting by Tracy Rucinski in Dallas, Texas Additional reporting by Marcelo Rochabrun in Sao Paulo, Tim Hepher in Paris Writing by Eric M. Johnson in Seattle Editing by David Evans and Matthew Lewis.

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New report on Quebec's written media pushes the provincial government to invest in the future – CTV News Montreal

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MONTREAL —
The Quebec government welcomed the results of a new commission on the future of news media in the province on Tuesday. 

In its report, the commission points out the steep decline in advertising revenue for daily and community newspapers, and suggests spearing two problems with a single thrust by encouraging the government to invest in COVID-centric advertising in the smaller Quebec papers.

This is not a new issue. In the last decade, written media in Canada has had a hard time making ends meet. Since 2010, the take in net advertising for daily newspapers fell by almost 66.5 per cent, plummeting from more than $2 billion to just $777 million, according to News Media Canada (NMC). 

Community papers were less hard hit by the loss, but still saw their ad revenue diminish by more than 45 per cent in that same time.

While daily and community news have been struggling, however, they continue to play an important role in the media lives of Quebecers. Indeed, while Internet news has become very prominent in advertising, not everyone has access to online media. 

“In many parts of Canada and in Quebec, broadband access is limited,” said Kelly Levson, the director of marketing and research for NMC. “Many sectors of the population, some of which are most relevant to the government’s communications efforts, are not online.”

The commission highlights this as well, warning that the decline of written media could create “media deserts” in more remote areas, and this possibility is closer than you might imagine. 

According to the commission’s report, the number of weekly or bi-weekly newspapers in Quebec was almost cut in half between 2011 and 2018, falling from 200 to 132 publications. This hasn’t been a complete death knell to the written news industry, however. 

“I think that there’s a big fallacy out there that the print newspapers are having some challenges,” Levson said, “but the challenge is not that people don’t read them. Nine out of 10 Canadians and Quebecers read newspapers. They’re interested in the content and we have the same reach as the digital diet from the United States.”

The issue, Levson says, is more one of convenience. Online advertising is quick, easy to do, and requires little commitment. By comparison, arranging for an ad to be printed in newspapers across the province is more difficult and time-consuming, although it also benefits the domestic industry more strongly.

“Why would you be spending money in California when you could be spending that money in the local communities,” he argued, “and strengthening those local communities at the same time as getting your information out?”

The commission seemed to agree in its report, pointing out that declining newspapers could also have knock-on effects on other parts of the industry. If most of these papers disappear, for instance, it could mean a significant loss of income for the Canadian Press who sells wires on Canadian news to smaller outlets that cannot cover these events. On top of that, losing outlets also means losing media diversity in the province as a whole.

“In Quebec, we have a very diverse press,” said Michaël Nguyen, the president of the Fédération Professionelle des Journalistes du Québec (FPJQ). “There’s something for everyone, for every point of view.”

“We’re quite well-serviced in terms on information in Quebec,” he added. “We have to maintain this (…). It’s a whole ecosystem and all of its parts are linked together.” 

The commission did not make specific budget recommendations in its report, although last year the provincial government had floated the idea of investing $250 million over five years into the industry. This year, government money is used to buys ads that inform Quebecers about COVID-19.

While this kind of investment is a good first step, however, Nguyen says it must be a sustained effort if newspapers in Quebec are to thrive again. 

“This year is quite exceptional,” Nguyen pointed out. “And we can’t expect investment to always be this positive.” 

And continued investment is certainly one of the most needed steps beyond this year. 

“We have to maintain the quality of information we have in Quebec, which is our pride” Nguyen added, “Whether in francophone or anglophone media, we have to carry on. The report already says that the government maintains and improves advertising subsidies, and that it’ll take more than that.” 

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Boeing 737 MAX returns to skies with media onboard – National Post

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Article content continued

A smooth return to service for the MAX is seen as critical for Boeing’s reputation and finances, which have been hit hard by a freeze on MAX deliveries as well as the coronavirus crisis.

It is bracing for intense publicity from even routine glitches by manning a 24-hour “situation room” to monitor every MAX flight globally, and has briefed some industry commentators on details on the return to service, industry sources said.

Boeing has said that airlines will take a direct role in demonstrating to passengers that the 737 MAX is safe.

“We are continuing to work closely with global regulators and our customers to safely return the fleet to commercial service,” a spokesman said.

Brazil’s Gol Linhas Aereas Inteligentes is planning a similar media event this month, with cautious hopes to fly its first commercial flights as soon as next week.

CEREMONY SCRAPPED

The PR efforts are designed to highlight software and training upgrades which the FAA has said remove any doubt about the plane’s safety.

But families of some victims of the crashes in Indonesia and Ethiopia have protested the return to service, saying it is premature before a final investigative report on the second crash has been released.

Boeing toned down its original plans for the plane’s return as the crisis dragged on longer than it expected – scrapping a high-profile publicity campaign, a ceremony in the Seattle area and a tour using an Oman Air 737 MAX, industry sources said.

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