LOS ANGELES — Technology will make cable and TV networks less necessary and branded content more necessary, says Richard Guest, President of US Operations at Tribal Worldwide, during an interview with Beet.TV at the 4A’s conference in Los Angeles. “We are seeing the indomitable march of technology where content will be distributed directly to consumers and a disintermediation of cable and TV networks,” he says in this video.
He points to Chipotle’s recent efforts to produce its own TV series on Hulu as a prime example of how marketers may no longer need networks. The restaurant brand is running the comedy series “Farmed and Dangerous” on Hulu. Another example of brands going direct to consumers is McDonald’s work in Canada around answering questions about food in a video campaign that Tribal helped create. Ads aren’t going away though. “Whether through social ads, in theaters, or word of mouth, people have to learn about the content you are producing in order to consume it,” he says.