Concurrent Track Panel Discussion: Audience-Driven Trends in Media

Mukta ChowdhardyVP Cultural Insights, WarnerMedia Matt RossSoDA Product Manager, Digital I David TiceConsultant, HUB Entertainment Research Michael TscherwinskiMedia Principal, IRI Britta ClevelandSVP, Research Solutions, Dotdash Meredith Corporation MODERATOR

Key Takeaways

  • Continue advertising through product supply constraints.
  • Leverage a data-driven approach to connect with the highest value consumers.
  • Advertise the portfolio to mitigate out-of-stock pressure on any one brand.
  • Enrich CRM data, conduct agile “test & learn” now and glean insights to invest at scale when supply conditions improve.

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Is Hollywood Losing its Influence Over Global Audiences?

Matt RossSoDA Product Manager, Digital I

Key Takeaways

  • There has been increased viewership of non-English language content on streaming platforms, even in the U.S.
  • English-language and U.S. content still dominate in the U.S.
  • U.S. content remains critical to the global entertainment ecosystem.
  • Based on the success of Squid Game, SVOD production budgets could increasingly be spent outside the U.S.
  • However, financially, the U.S. is still in a prime position since the large streaming companies are predominantly from the U.S.

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Attention Everywhere

The NBA tested an attention metric for digital media ad placements developed by Adelaide–called the AU–to increase tune-in to the NBA Finals and to improve its brand metrics. They leveraged the AUs of their CTV and digital placements to optimize a large campaign across CTV, digital, social, and OOH with over two billion video impressions. They also used the AUs, which they obtain in near real-time, to adjust those placements in-flight. They found that AUs lifted their KPIs and will incorporate them into their media mix models. Adelaide is also working with TVision to get AUs for linear television by daypart and genre. Their tune-in data was provided by SambaTV.

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