Michael Kassan is the founder, chairman and main executive officer of MediaLink, a strategic advisory agency that allows drive development for companies in media, advertising, and technology. In this article he shares guidance for online video advertisers who are navigating the streaming wars.
It’s a common intimate comedy trope: Protagonist spends a long time hunting for their excellent match. They attempt dating all varieties of people, and just when hope is nearly dropped, they know genuine like has been standing right in entrance of them all along. I’m heading to hook up this to the online video streaming wars, so adhere with me for a moment.
Billions of dollars are staying poured into content and promotion for everything from the new HBO Max to Quibi to experimented with-and-genuine Netflix. According to Comscore, observe time for digital streaming platforms is way up. With a 20% increase in the past yr, they now access 68% of Wi-Fi-enabled households.1
And but, lots of advertisers I have interacted with feel like there is a get together staying thrown and they are tapping on the window striving to get in. Numerous advert-supported gamers like Peacock, Hulu, and Pluto Tv set are on the rise. But, right now, receiving the access they require demands piecing alongside one another numerous platforms. There’s seemingly no excellent match.
This leaves lots of online video advertisers extremely reliant on linear Tv set. Though Tv set viewership spiked during the begin of the pandemic, exploration exhibits that we can be expecting it to stage off and for pre-COVID designs of decline to continue.
So exactly where does this go away our movie protagonist who’s completely ready to give up and the advertiser who is equally pissed off? With an prospect to contemplate what they may perhaps have been overlooking all along: a continual, good close friend who is a minimal difficult for their dad and mom to realize and a minimal different from everyone else. There are a lot of methods to reach access amid the digital streaming increase. But currently, I want to communicate about creator-pushed content.
How important is content high quality, truly?
Cheesy analogies aside, we know that a lot of people are observing creator-pushed content on platforms like YouTube. In the U.S., YouTube represents 40% of all advert-supported streaming observe time.two We also know that it is often missed because of a sticky difficulty: content high quality. Of course, I get it. It’s tricky to compare creator-pushed content with the hottest award-profitable show.