Monthly Archives: March 2016

Spoiler Alert: A Playbook for Marketing in the Era of Live Media

Posted by admin on March 30, 2016
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The shift in media consumption from live programming to on-demand/streaming platforms has given consumers more options and control than ever before. While the majority of viewers choose to watch regularly scheduled programs at their convenience, “marketers have made live media events such as the Super Bowl and Oscars nearly unrivaled opportunities to strike advertising gold”.

Within the past few years, GE has shifted its media strategy to focus on “live sporting events and award shows, as well as zeitgeist moments such as season premiers and finales”. With 92% of their advertising budget spent on live programming, GE has seen nothing but positive results. “Industrywide, live programming over-delivered primetime’s regularly scheduled programs by as much as 416% among 18-49-year-olds in 2015”.

Although some broadcasters haven’t modified their strategies to reflect new audience dynamics, networks like Fox have announced they will only recognize live viewership ratings for live events such as sports. “Overnight ratings aren’t the only metrics that matter and changing the conversation starts with abandoning legacy models of measuring”.

The previous methods of live audience measurement are outdated as the industry works toward the combination of digital and television platforms. Just as media buyers need to rethink their planning, networks also need to reconsider their programming and events that court live viewership. For Direct Response advertisers, this could mean more inventory in other programming at discounted rates.

To learn more, read the Ad Age article here.

Expanding Consumer Choice in the Video Marketplace

Posted by admin on March 01, 2016
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The FCC has recently approved a proposal that has potential to offer consumers subscription-based alternatives to their cable box. “Instead of having to rent the box from, say, Time Warner or ATT Uverse, you will be able to add that subscription onto your Apple TV, Fire TV, Android TV and Roku boxes.”

If passed, the proposal will inevitably decrease rental fees by introducing cable companies to some much-needed competition. The FCC’s summary of the proposal stated, “Consumers should be able to choose how they access the cable or satellite services to which they subscribe.”

This proposal shows the power of streaming content as industry standards continually change to favor consumers who are ‘cutting the cord’ between outdated and expensive cable providers.

To learn more, read the FCC Blog here

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