Sunday, March 3, 2024

David Sargent of Mindshare: sticky content material and common measurement – the battle for the lounge


When making predictions about the way forward for TV one factor’s clear – it’s difficult.

FAST is the most recent acronym to affix the intensive checklist of ad-funded video alternatives competing for eyeballs.

Extra frequent within the US, however very a lot right here within the UK, FAST (Free ad-supported TV) companies are curated content material channels that profit from being comparatively low cost to function (as they predominately provide archive reasonably than unique content material). Warner Bros Discovery is one main participant to pivot on this course with a deal to make FAST channels out there on Roku and Tubi.

Whereas the subscription video on demand companies (SVoD) proceed to battle for share in a cluttered market, media planners are additionally retaining a detailed eye on Netflix and Disney ad-supported tiers. Greg Peters, Netflix Co-Chief Government Officer, beforehand referred to their ad-funded technique as a “crawl-walk-run type of mannequin.” Not solely is there sturdy curiosity within the ‘stroll’ and ‘run’ capabilities that Netflix can provide there are additionally advertisers eager for the chance to construct from the teachings we’ll get from the primary few months of the ‘crawl’ section, to see how customers welcome and undertake this new Netflix product.

Netflix is nothing if not adaptable (a few of us can bear in mind when it delivered DVDs by submit) and even with stress on wallets, a premium subscription nonetheless prices lower than a few cocktails in swankier bars. Money-strapped clients might nicely take into account an SVoD subscription good worth (suppose Netflix and chill for the cost-of-living era).

What stays to be seen is how customers will really feel about juggling a number of SVoD subscriptions mixed with a crackdown on password sharing. With ITVX having fun with a bounce from the World Cup and Love Island following its launch late final yr, we proceed to see the evolution of a brand new and thrilling AV panorama that mixes conventional free TV broadcasters with the brand new FAST and SVoD entrants.

Regardless of headlines concerning the problem linear TV has in holding audiences, this distracts from the significance it nonetheless holds for advertisers. Regardless of well-documented worth inflation, we nonetheless see purchasers make investments a big proportion of their media budgets on this channel. It continues to be each a strategy to attain audiences rapidly in a single spot, and among the finest channels for driving ROI.

No matter how we watch TV, some issues by no means change. High quality content material will stay king. For the SVoD gamers, the ability will probably be in producing and licensing content material that’s ‘sticky’ sufficient to maintain viewers hanging round.

For media planners, the large problem stays common measurement and with the ability to take a look at the mixed impact of linear and video, throughout a number of codecs. The power to grow to be extra holistic in how we plan throughout video and, in flip, the necessity for a cross measurement resolution that may be part of up the mixed alternative that TV has when precisely deliberate alongside different video options will probably be very important.

David Sargent is Head of AV, Mindshare UK.

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