Summary
Britta Cleveland of Meredith Corporation provided an overview of the themes from the Audience-Driven Trends in Media track. Advertising is alive and flourishing, but there are opportunities for improvement in creative, as well as how and where it runs. Streaming VOD is growing exponentially, and both ad supported and paid content are growing. Global entertainment opportunities are expanding. Additionally, the pandemic led to changes in how consumers make their choices, and supply chain pressures increased. This idea of intentionalism is something we are all feeling. During the past two years, everything changed. Additional points raised by the panelists:
- The HUB paper explored whether viewers’ attitudes about TV advertising have changed. David Tice (HUB) stressed that his research experience has shown that viewers’ statements about disliking and not watching ads should not be taken at face value. Their recent data suggested that there has been no significant change in viewer attitudes. At the same time, good strategies (regarding ad load, placement, etc.) can contribute to AVOD and FAST success.
- Global platforms with local content appeal to streamers. There is acceptance of non-English content. This represents more opportunities for advertisers. Content is traveling well globally, observed Matt Ross (Digital I).
- Mukta Chowdhardy (WarnerMedia) elaborated on two of the consumer streaming intentions from her presentation: creating time markers and exploring identity. Additionally, she stated that attention vs. intention is a complicated relationship.
- Michael Tscherwinski (IRI) provided additional tips from the IRI’s Best Practice Playbook: It’s tough out there for marketers. Bring cross-functional partners together. Different POVs pre-brief are extremely valuable. Re-write the brief, if necessary. Don’t leave your brand buyers behind. Watch the tactics of your competitors.
