Content Distribution Channels

How do you design an Event Notification System for a user base of 220 Million active users ? Netflix has more than 220 million active members who perform a variety of actions throughout each session, ranging from renaming a profile to watching a title. Reacting to these actions in near real-time to keep the experience consistent across devices is critical for ensuring an optimal member experience. This is not an easy task, considering the wide variety of supported devices and the sheer volume of actions our members perform. Netflix created a system called "RENO" (Rapid Event Notification System) System Requirements: Providing a seamless and consistent Netflix experience across various platforms (iOS, Android, smart TVs, Roku, Amazon FireStick, web browser) and various device types (mobile phones, tablets, televisions, computers, set top boxes) requires more than the traditional request-response model. Use cases 1. Viewing Activity When a member begins to watch a show, their “Continue Watching” list should be updated across all of their devices to reflect that viewing. 2. Personalized Experience Refresh Netflix Recommendation engine continuously refreshes recommendations for every member. The updated recommendations need to be delivered to the device timely for an optimal member experience. 3. Membership Plan Changes Members often change their plan types, leading to a change in their experience that must be immediately reflected across all of their devices. 4. Member “My List” Updates When members update their “My List” by adding or removing titles, the changes should be reflected across all of their devices. 5. Member Profile Changes When members update their account settings like add/delete/rename profiles or change their preferred maturity level for content, these updates must be reflected across all of their devices. 6. System Diagnostic Signals In special scenarios, we need to send diagnostic signals to the Netflix app on devices to help troubleshoot problems and enable tracing capabilities. Design Decisions : 1. Single Events Source(all events coming to one place) 2. Event Prioritization(Some events are important than the other) 3. Hybrid Communication Model(some devices may be offline when we push notifications so they need to fetch their notifications when they come online) 4. Targeted Delivery(Distribute sending notifications based on devices to different systems like ios, android, smart tv etc.) 5. Managing High RPS(requests per second) More on the official blog here : https://lnkd.in/ghBUnSNS PS: This is an awesome read ! I like the push and pull model being combined here :)

Old content marketing: - Find high-volume keywords in your industry - Write articles starting with the lowest DA - Make sure your Yoast light turns green - Post a link to the article on all socials New content marketing: - Understand your audience and their pain points - Find product- and pain point-focused keywords - Take time to learn the searcher's true intent - Write great content with distribution in mind - Embed a content upgrade to capture emails - Turn the article into your next email newsletter - Create videos to promote on TikTok/YouTube/Instagram - Write a Twitter thread and promote the blog at the end - Screenshot the Twitter thread for a LinkedIn carousel - Extract and write 5+ LinkedIn posts from the article - Extract and write 10+ Twitter posts from the article - Repurpose and redistribute every 3+ months Do new content marketing in 2025. 1 long-form → 20+ short-form 1 channel → Multi-channel distribution Publish → Promote and repurpose forever

If you want your brand marketing to stand out, you don’t only need a fabulous copywriter. You need collaborations as well. Let me explain: Consumers crave fresh perspectives, and traditional tactics often fall flat. They often get tired of social media copies and ads. They need something to break through the noise and capture attention. How? By having unconventional brand collaborations. Why do these offbeat partnerships work wonders? - Spark Curiosity When seemingly disparate brands join forces, it ignites intrigue. We ask "why," "how," and "what does it mean?" This translates to buzz, engagement, and both brands popping up on everyone's radar. Just think of Zomato's partnership with Blinkit, delivering food and gold coins during Dhanteras. - Reach New Audiences Collaborations open doors to new customer bases, exposing brands to untapped demographics and interests. Singapore Tourism's playful partnership with Nykaa Land brought a vibrant splash of Singaporean fun to Nykaa's beauty haven, connecting two seemingly distant worlds. - Boost Creativity Unfamiliar partnerships push brands out of their comfort zones, fostering innovation and fresh perspectives. Mokobara's collaboration with IndiGo (InterGlobe Aviation Ltd) Airlines resulted in a limited-edition luggage set featuring the airline's signature blue and playful designs, transforming travel essentials into stylish companions. - Strengthen Brand Image When done right, unexpected collaborations can elevate brand perception. A playful partnership like this one injects fun and vibrancy into both brands' images. Some other strong examples would be: - Nike x Tiffany & Co.: Luxury jewelry meets sportswear – a surprising yet stylish collaboration that redefined streetwear. - the LEGO Group x adidas: Building blocks meet sneakers – a playful partnership that brought childhood nostalgia to adult footwear. Here are some tips to make your offbeat collaboration a smashing success: 1/ Find a genuine connection: Go beyond logos and slogans. Look for shared values, common ground, or that magical creative spark. 2/ Focus on the experience: Whether it's a limited-edition product, a joint event, or a social media campaign, create an experience that leaves your audience saying, "Wow!" 3/ Embrace the unexpected: Don't be afraid to think outside the box – sometimes the craziest ideas lead to the most delightful results. What do you think about these unusual collaborations? #branding #collaborations #marketing

🌍 Netflix is boosting its distribution into Francophone Africa. And it’s doing so by piggy-backing on CANAL+ Group’s solid presence in the region. The two leading players have announced a strategic distribution deal that will see Netflix bundled into Canal+ subscriptions across 24 French-speaking Sub-Saharan countries starting this July. This is not the first deal of this kind between Netflix and Canal+, but an extension of their existing partnership active in France and Poland since 2019. So what does this mean in practical terms? You won’t suddenly start seeing Netflix content on Canal+’s African linear channels. However, Canal+ subscribers will be able to access the Netflix platform via their existing subscription, without the need for a new log-in. For customers, this means a streamlined user experience. 🚀 For Netflix, it’s a huge boon: the streamer will now be able to leverage Canal+’s 8-million footprint across Francophone Africa to get in front of potential new users with the proven ability to pay for its service. By tapping Canal+’s established billing rails, Netflix side-steps the payment friction and data-cost anxiety that typically slow down direct-to-customer rollouts. Also, bundling its content with Canal+ is likely to substantially lower customer churn. Of course, the deal is great for Canal+ as well. 🔥Adding Netflix to 400+ linear channels (including 28 African ones) and its own VOD catalogue positions the group as the one-stop content gateway on the continent -- just as Canal+ is getting ready to absorb Multichoice. And for filmmakers in Francophone Africa? Well, if the numbers work out, this could very well motivate Netflix to put more money into local content from the region. ----- Want more business insights on the African Creative and Sports space? Join the 9,000+ other professionals who subscribe to my monthly newsletter HUSTLE & FLOW: https://lnkd.in/drBY8jnz

In 2015, programmatic meant display only. Today, it means every screen in your life: CTV Native DOOH Audio Mobile apps All of these are bought programmatically… And ALL of these are reachable through a single auction. That said… I can’t let the mis-info slide anymore. Here’s a FULL breakdown of programmatic as an ecosystem: CONNECTED TV —> You can’t click a TV. —> Platforms under-report because device switching breaks attribution. —> MMM or view-through studies are needed to show the real impact. —> A CTV → display retargeting structure makes the lift visible. MOBILE APP —> Programmatic reaches people who aren’t constantly on Instagram or TikTok. —> Useful for hitting audiences that social alone can’t reach. NATIVE + DISPLAY —> Different people respond to different formats (static, video, text). —> Fraud and bot traffic are real risks, but tools like DoubleVerify filter it before clients are charged. PROGRAMMATIC AUDIO —> Part of the same ecosystem of programmatic screens. —> Bought in the same way as CTV, display, and native. DIGITAL OUT-OF-HOME (DOOH) —> Yes, even Times Square billboards are programmatic now. —> They sit inside the same inventory pool. The problem isn’t that programmatic doesn’t work. It’s always been a performance channel.  It’s that people run it like it’s 1 format instead of an ecosystem. You’re not buying banners. Now you’re buying screens. So plan per screen. Creative, attribution, spend… All mapped to the medium. That’s the difference between performance and what many would call ‘wasted spend’.

💡 Retail media is expected to capture a larger share of the programmatic market, rising to 27% by 2026. This growth is powered by data-rich environments (e.g., Amazon, Walmart Connect), allowing precision targeting based on purchase behaviors. This growing #retailmedia share reinforces the need for strategic partnerships with retailers to access valuable shopper data for personalized, high-ROI campaigns. Partnerships between retailers and platforms such as YouTube, TikTok, and Meta enhance opportunities for cross-platform activations and omnichannel campaigns. 💡 Walled gardens such as platforms like Google, Meta, and Amazon continue to account for over 75% of the programmatic market. This trend will grow steadily through 2026, reaching 76.6%. For #CPG brands, this signals that your programmatic ad investments will need to prioritize these platforms due to their dominant control over consumer data and access to specific audience segments. The reliance on proprietary ad channels (such as walled gardens) provides tighter control over data but limits flexibility compared to open web solutions. You must balance spending across these platforms while managing increasing privacy regulations. 💡#Programmatic ad spend growth will decelerate in 2025 compared to prior forecasts, according to eMarketer and LiveRamp. In my opinion, this reduction in growth is important for budgeting and planning; it will signify market saturation or economic pressures. CPG #brands should maximize efficiency and performance metrics rather than increase spending. 💡The partnerships between retailers (Instacart, Walmart, Amazon) and programmatic players (YouTube, Meta, TikTok) also illustrate how ad tech ecosystems are coalescing around data-rich environments. CPG marketers should use these collaborations to drive personalized, contextual ads using first-party data from retailers. Understanding your partners' ad tech maturity is crucial. Platforms with advanced DSP/SSP solutions will provide better ad delivery and performance control, especially in a post-cookie world where first-party data and walled garden ecosystems reign supreme. ++ Tactical REcommendations for CPGs ++ 📍Prioritize walled gardens. With over 75% share, platforms like Meta, Amazon, and Google should remain central to your programmatic strategy. Ensure you leverage each platform's strengths in audience targeting and retail integration. 📍Surprise, surprise! Increase retail media investments. As retail media grows, you must increase your investments in these networks. Align your campaigns with key retail partners, and focus on shopper insights to refine targeting. 📍Plan for slower growth. Prepare for a more competitive market in 2025, emphasizing ROAS (Return on Ad Spend) and efficient spending. To stay ahead, explore advanced targeting options like Connected TV and mobile. 📍Build data partnerships. Strengthen partnerships with retailers and leverage their 1P #data to enhance personalization

#amazon is going out of its comfort zone. You ask how? Amazon is urging advertisers to go all-in on its demand-side platform (DSP) for programmatic ads beyond its own ecosystem. Ad execs have been emphasizing the potential of the Amazon DSP to purchase ads from other publishers, not just on Amazon's media, particularly focusing on in-app and CTV environments. The tech giant is actively seeking partnerships with ad tech vendors to enhance access to premium inventory and streamline the ad-buying process. In recent months, Amazon's DSP has undergone a significant transformation, becoming more omnichannel and competitive with major DSPs like The Trade Desk and Google's DV360. Advertisers are being engaged with success stories, especially in biddable CTV environments like "Thursday Night Football," showcasing the DSP's effectiveness in targeting across the marketing funnel. Amazon's strategic shift and investment in promising segments signal a potential long-term impact, drawing more interest from advertisers. As it continues to refine its DSP, leverage AI investments, and enhance targeting capabilities, Amazon aims to solidify its position as a dominant force in the evolving programmatic ad arena. #amazonads #ProgrammaticPowerhouse #digitalmarketing #AdTechRevolution https://lnkd.in/gP47tsF4

Founders going on Podcasts are a waste of time!? I hear this often, but I think podcasts can be an incredible stage for founders. We told a lot of the story of the exit at The Moms Co. | Good Glamm Group through a host of podcasts, and even created a short series of our own! However, saying yes to every invitation is definitely not the best move. Here’s 3 things I’ve learned about making the most of podcast opportunities for anyone: 1️⃣ Understand the Audience Not every podcast is the right fit. Each one has a unique listener base, and it’s worth asking: Does this audience align with my target market? If not, it’s a missed opportunity—for both you and the host. A little research into the podcast’s demographics and listener interests can go a long way in ensuring your message lands with the right people. 2️⃣ Craft the Right Story What makes your story worth listening to right now? Whether it’s a fresh take on your industry, an untold chapter of your entrepreneurial journey, or insights tied to current trends, your story needs a compelling hook. Make sure it resonates with the audience and aligns with your brand values. Timing is everything—share what’s most relevant and engaging in the moment. 3️⃣ Be Strategic About Timing Most podcasts only invite guests once, so make it count. Plan your appearance around a major milestone, product launch, or key moment in your journey. When your timing aligns with the host’s content goals and your business priorities, it’s a win for everyone. Podcasts aren’t just interviews—they’re platforms to amplify your voice and your brand. Approach them thoughtfully, and they could be one of the most powerful tools in your playbook. #d2cindia #founderlife #entrepreneurship

Content is only half the battle. The other half? Getting the right eyes on it. Most B2B marketers focus 80% of their energy on creation: - Let's write another blog post - We need more case studies - Should we make a video series? But they spend 20% on distribution. This is backwards. Here's the reality: - Average content gets 10x results with great distribution - Great content gets 0 results with poor distribution Your competitors aren't creating better content than you They're just better at getting it seen. The best B2B teams flip the equation: → 30% creation, 70% distribution Here's how they do it: 1. Build a distribution-first mindset - Before creating, ask: How will this reach my ICP? - Map out 5+ channels for every piece of content - Plan repurposing before you hit publish 2. Turn 1 insight into 20 touch points LinkedIn post → Newsletter → Blog → Podcast → Email sequence Interview → Short videos → Quotes → Infographics → Thread Case study → Social proof → Sales collateral → Webinar content 3. Leverage other people's audiences - Guest on industry podcasts - Collaborate with complementary brands - Get featured in newsletters your buyers read - Comment strategically on industry leaders' posts 4. Activate your internal network - Train your team to share and engage - Create employee advocacy programs - Turn customers into content amplifiers - Get your CEO posting regularly The biggest mistake? Creating content in isolation and hoping it finds its audience. Your content deserve an audience. Your distribution strategy earns one. Need help building a distribution system that actually works? We help B2B founders create content strategies that generate qualified pipeline, not vanity metrics. → DM me "DISTRIBUTION" to discuss your content marketing strategy.

Here’s something most retail brands are finally waking up to: What works at one store might totally flop just 10 km away. I’ve seen this first-hand. Back when I was at Reliance Retail, heading marketing for 170+ stores across 30 cities, we had a dedicated budget for local store marketing. But this wasn’t centrally planned. We encouraged local store teams to take the lead, to understand their micro-market and suggest activities that would grow awareness in their communities. From sponsoring local events, eye check up camps at housing societies & corporates, organising in-store promotions tied to local holidays or festivals, or even collaborating with nearby businesses for cross-promotions, we did everything to reach the people closest to us. Even when marketing our malls, we follow the same philosophy. Hyperlocal marketing helps us connect with our hyper-primary catchment—the people most likely to visit, shop, and return. And that lesson carries over just as powerfully to online retail today. Online retail is playing on the same turf now. D2C brands are using geotargeting campaigns, collaborating with local influencers, offering region-specific discounts, and running ads in local languages. In both worlds, today, physical and digital, local context wins attention. And often, loyalty too. Because today, success doesn’t come from being everywhere. It comes from being right where it matters most. Have you spotted a hyperlocal campaign that made you stop and take notice, online or offline? #marketing #retail #hyperlocal #branding