The “proliferation of great content” on television platforms basically guarantees that advertisers will be chasing the right amount of advertising for a very long time. “You’re going to naturally see consumers shift their viewing habits based on that,” says Yale Cohen, EVP of Activation Standards at Publicis media.
“If they’re not happy with the experience and the ad load, they’re going to try to find other places that they can. Essentially that’s what’s happening with subscription-based viewing.”
This is underscored when one considers demographics, Cohen explains in this interview with Beet.TV.
“We’re seeing a lot more cord cutting, a lot more cord nevers, and it’s becoming harder to find them in a meaningful impactful way.”
Cohen foresees a big change happening amid the growth of streaming TV choices. “It’s an exciting year because there’s so many new entrants into this year’s NewFronts and Upfronts.”
He mentions “a proliferation of new formats” and more engaging units.
“We’re starting to see differences in how they come to us with how to reach someone who’s binging content, someone who is a lean back experience, someone who’s looking at vertical video differently.
“I think everyone is thinking about this year massively different than last year. It’s a great opportunity for us as buyers and also for consumers as well.”
Cohen is particularly enthused about a return to storytelling, understanding how to work across screens and formats with frequency capping and “diving into new forms of measurement that can help us do that. And using creative formats like vertical video and more engaging ecommerce ads to help us to tell a better story for our advertisers.”
In short, there’s many things for advertisers to examine and perhaps embrace.
“I think this is a wealth of an opportunity for our advertisers to start to dig deeper into what content is resonating with what target audience that they want,” Cohen says. “We haven’t yet seen the true potential of all the targeting capabilities that are now starting to happen as we shift into more of like a living room focus of linear plus OTT.”