While some news organizations struggle for credibility and survival, Bloomberg Media keeps investing in and growing its portfolio of products across all platforms. These include its impending, 24/7 news service with Twitter, the Bloomberg Lens offering, Bloomberg Trigger for advertisers and its OTT presence in Apple TV.
“Personally I think there’s never been a more exciting time to be in the news business,” says Keith A. Grossman, Global Chief Revenue Officer for Bloomberg Media.
In this interview with Beet.TV during the 2017 NewFronts, Grossman has a very straightforward expectation. “At the end of the day, I hope people walk away and say ‘Wow, the people at Bloomberg are really thinking smartly about their product, how to integrate with the product and how the product ultimately adds value to the consumer,’” he says.
Bloomberg Lens users can click on news articles on any website, click “scan with Bloomberg” and see a distillation of the article drilling down to specific companies along with Bloomberg news reports associated with the article and how the companies are performing financially. “It’s something that adds utility to the user at the end of the day,” says Grossman.
Bloomberg Trigr “looks at data plays as it relates to stock market volatility,” he explains. “As we see swings one way or another it allows advertisers to align their messaging against those swings.”
The company’s goal with Apple TV is to make digitized video streams more interesting and engaging. “What we like is it allows us to port in a lot of different data streams so we can all of a sudden add depth to the video experience,” Grossman says.
With regard to so-called fake news, it’s clear that Bloomberg considers itself to be high above the fray. Many came to think that all audiences are the same, “Until people realize that the quality of the journalism, the contextual relevance and the environment are all really important to how consumers are engaging.”
This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.