The ‘Streaming Wars’ are in hypermode now… The pandemic of 2020 and its resulting lockdowns have led to the acceleration of the age of streaming. The number of OTT subscribers is growing significantly, crossing the 200 million mark according to eMarketer’s latest projections. This growth in audiences means demand for more content selections but also churn and fragmentation as the number of content platforms exploded. To say that content distribution models are changed forever is an understatement.
Revisit our recorded webinar to hear our media development and audience measurement experts unveil two products that will help studios, content platforms and marketers simplify these complexities. Listen in for these 3 key take-aways:
- Context matters in content choice. Ipsos research finds that in the plethora of content choices a person makes, there are 4 context factors that matter: Access (how and where content is consumed), Audience (who is consuming the content), Agenda (how the content choice fits into the audience’s daily activities), and Attractors – i.e. how content gets into someone’s radar. Marketers need to take these into account when producing, distributing and promoting content.
- Audiences do not consume advertising in a vacuum, nor should it be evaluated that way. How content gets into someone’s radar is the context that marketers can most influence. As such, creative should be evaluated and optimized based on its ability to get on someone’s radar – i.e. to breakthrough or to establish brand linkage. Content Promo Testing, powered by Creative Spark is built to help marketers evaluate creative in its right context using a validated, flexible tool grounded in what makes great creative.
- Access is the biggest contributing factor in content choice. Because of this, content creators and marketers need to maintain a steady pulse on Access, Audience and Agenda relative to their content – to evaluate the effectiveness of their content promotion strategy in turning an unaware consumer to an intentional viewer. TV Dailies, expanded as TVD+, will let marketers do just that by covering title-level insights from relevant potential audiences, across the major streaming content platforms, and soon, internationally.
Dorothy Advincula, Senior Vice President, Media Development, US
Thomas Kelley, Media Development, US
Manny Flores, Service Line Leader, Media Development, US