Where TV Goes Next – “It’s about to get real”
It’s about to get real! Streaming is the hot, hot word in video. “Living the stream” was the theme after all of the IAB newfronts. We all have to consider how to include streaming and to what degree and how to evaluate the many streaming options. Nearly one-quarter of U.S. consumers added a new video service during the pandemic. Networks are investing in streaming acquisitions and partnerships-Disney/Hulu, Comcast/Xumo, Xfinity launched Peacock, and recently FOX/Tubi. These acquisitions and partnerships will continue.
We will all have to continue to think about mobile in a very front and center way from a media perspective and a creative perspective. I do think things like OOH come back onto plans and different media channels that might have seen a dip in 2020 are once again considered. And things like podcasts will stay the course.
From where I sit it’s always about a combination of media channels. We ask ourselves ‘what is the role of each channel’, and we consider what role streaming will play. Brands also have to think about innovative ad units and ways to integrate their message organically. I expect we’ll see a unification of live and streaming inventory to measure and plan holistically.
Buyers know they have options. Lots of options. Disney, Hulu and NBC are all standouts for me. Buyers will seek greater accountability, to be transparent, and provide measurement/ performance and brand safety continues to be on our minds. Live Sports is expected to recover vs Awards shows which diminished immensely and most likely to stay that way.
There are more opportunities than ever for advertisers to reach net-new incremental TV audiences. Linear still has a stronghold in key showcase programming and events (e.g. awards and sports), but digital video options are catching up and can be considered. I do believe there is a way linear can coexist with digital video, but content and programming will drive that.
The pie may get bigger or stay the same, but the pieces of the pie start to shrink with each media channel. You need a very diversified media mix to capture your audience, and as importantly you need messaging and media to be in sync.