What is the Strategy on the Programmer
Side?
Data from
all the possible touch points dictates how companies are deciding how to best
manage their content for both ad-supported and subscription services noted Lisa
Valentino, Executive Vice President, Client and Brand Solutions, Disney Ad
Sales, thus creating multiple revenue streams for the company. “Our
subscription businesses are going to fuel product development, the data
strategy and the target-ability and addressability that we can offer going
forward.”
Kirk McDonald, Chief Marketing Officer, Xandr, stated that
his company has, “big investments in our strategy in on-demand,” and in the
ad-supported sector, his company is, “collecting signals from all of the
touch points across our mobility business as well as the consumption that
happens in on-demand services, normalizing those data signals, parsing them in
a way that we can add them to decorate the impressions we want to sell in
ad-supported and doing that closer and closer to real time especially as CTV
and digital come together.” McDonald believes that it is important to make it
easier for agencies to buy into these various platforms and invited the
industry to participate in a community marketplace, “to make it easier to buy
those audiences at scale.” He concluded by saying, “It’s not the units in
environments, it is the audiences and where and how they want to consume. You
have to make that much easier.”
What is the Strategy
on the Advertiser Side?
In seeking a go-forward strategy to reach the right
audience, Catherine Sullivan, Chief Investment Officer NA, Omnicom Media Group,
stated, “With the streaming services, consumers should have the choice to
choose whether or not they want advertising or not. Let’s let them make the
choice instead of someone else.” In this way consumers, who she sees as generally
being open to advertising messages, won’t be subjected to too much advertising
or irrelevant messaging and can therefore maximize their enjoyment of the
content. “We have to do a better job as an industry to provide better formats for
the consumer,” she added.
Looking at streaming companies such as Netflix, she sees
opportunities to create marketing partnerships and believes that, “we will see
an ad-supported new world order that will allow the consumer to make the choice
for advertising across platforms.”
What is the Strategy
in Live?
Live events are important lean-in, tent poles and are now
encompassing a variety of cross platform opportunities. For Sullivan,
distinguishing marquee events requires not only working with frenemy companies
but also with social media companies, “to help the consumer have a bigger
experience.” It is also important, she added, to make sure that in live events,
“we help our marketers get more bang for their buck and make those experiences
bigger and longer,” and also lead up to the red carpet or the Olympics. “You
have to map it out to get the most leverage,” she concluded.
Authenticity in live events is vital, noted McDonald. “If it’s
not authentic and if it is forced, you will backlash,” that will impact the
content creator and the advertising brands. “We are looking for those authentic
moments.” He explained that with any partnership with Xandr, “ads have to be
less interruptive,” with a good balance of the ads that viewers see against the
content they came to view. “That is where we think there has to be a lot of
innovation and make ads complimentary to the experience.”
Conclusion
All of this
change and innovation has the potential to deliver a much better, more
immersive and highly relevant viewer experience that not only benefits the
viewer but also the brands that support the content.
This article first appeared in MediaVillage.com
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