| 4 hours ago
Television and video marketing have changed dramatically in a remarkably short time. Gone are the days of sitting in a cozy recliner after work and flipping through the limited channels available on your cable box. In just one lifetime, we’ve gone from only black-and-white series to CGI-infused spinoffs and more originals than our brains can handle. There’s now a seemingly endless number of television shows and movies available at our fingertips via various OTT and streaming providers.
Here is what some of our Adweek Advisory Board members think about the changes we’ve seen in the TV industry and what that might mean for video marketing on the whole.
An ever-evolving landscape
Not only has the technology behind TV advertising changed, we’ve also seen a massive rise in competitors within the industry. It’s no longer just Hulu and Netflix, as Disney, Amazon, YouTube and others move into the space.
The overwhelming amount of content on so many platforms “has led to viewer fragmentation and a shift to non-traditional platforms to watch programming,” said Colin Kinsella, CEO North America of Havas Media Group. “It becomes increasingly important for brand messaging to be placed in a brand-safe environment where viewers are invested and engaged,” he said.
Baiju Shah, chief strategy officer at Accenture Interactive, pointed to how “half of video subscribers feel that they are paying for content they don’t care about.” He continued, “Marketers then have to
Read more here: https://www.adweek.com/tv-video/the-rise-of-ott-has-forced-brands-to-overhaul-their-existing-video-strategies/