Ask a Blogger: Netflix, Context, Measurement, Attention, Pitches and Twitter

Will Netflix take adsYes and this should be of zero surprise to anyone Expect Netflix39s model to be imaginative and different to the traditional TV networks Watch out forFewer ads per hour sold at a premiumA fresh look at audience measurement probably featuring some attention metricAds limited to before and after showsFlexible sponsorship opportunitiesMore product placement in Netflix productionsAn adfree premium service amp8211 which will be an issue as the very audience that a scheme like that is likely to attract will be the audience advertisers most want to reachWill streaming services lose subscribersYes but not necessarily equally or proportionately There is some evidence from Kantar39s Dimension study that subscribers to multiple streaming services will hang on to the ones they most value not necessarily those they watch most frequently and jettison the rest when money gets tightThis is different to assessing each individually on the value for money each providesExpect offers free trials and imaginative coupling with other company assetsIs editorial context a thing for advertisersIf we set aside the obvious desire to avoid unfortunate and avoidable juxtapositions with terrible images and stories by and large noAdvertisers may jump up and down when it comes to such as data privacy abuses by the online platforms but they still spend money with themLook what happened when some of the world39s biggest advertisers boycotted Facebook a little while ago FB shrugged made a sad face and carried on doing much what they were beforeThe boycotters soon came backWhat about political contextGood for headlines but a slippery slope Advertisers should be and very largely are about reaching audiences If audiences decide to gravitate towards certain newspapers or TV broadcasters then advertisers of course will look at reaching them therePressuring editors is not something advertisers should be engaged with although of course if advertisers decide they don39t want to talk to an audience holding a particular political view espoused by certain media owners or commentators then that39s equally their prerogativeShould advertisers be involved in audience measurementAbsolutely they shouldAt the end of the day it39s their money they benefit from it being spent as widely as possible and ultimately they39re responsible for measuring any effect generatedAnd should they payThe beneficiaries of any measurement system should pay the bulk of any cost So yesThere39s a strong case for an ASBOFstyle levy as is being explored by ISBA39s Project Origin Levies allow you to share the cost widely they become woven into the whole ad buying system and they soon become accepted as an automatic processAs they become established they help secure the measurement system and allow for visionary planning of activityYou don39t hear many complaining or even questioning the selfregulatory system funded through the ASBOF levyBut what about the currenciesWhat about them They39re fine they can always be improved and there are perfectly good mechanisms and processes for improving themAdvertisers39 concerns are with intermedia choices the choices between advertising and PR or video and audio The currencies are about intramedia this package of OOH sites versus that packageIs quotattentionquot the saviour of audience measurementNo of course not You may as well ask 39is a potato the saviour of all meals39Attention is important we should measure it and include it as a crucial element in media decisions Much kudos to Karen NelsonField Mike Follet and others for doing what they do and doing it so wellBut you can make a great meal without potatoes even if adding potatoes will no doubt make it even better And potatoes on their own although lovely soon pallAre there too many new business pitchesThere are too many badly conceived and run new business pitchesPitches are expensive look at the time spent by the client team let alone the agencies and rarely lead to a better outcome What they often do lead to is a cheaper outcome swiftly followed by a realization at the winning agency that it can39t deliver to its promises and can39t maintain the promised resource for the fee So the agency reduces resources cuts back on service upsets the client and round we go againStill keeps the trade press in business I supposeWhat will Elon Musk do with TwitterWho knows Certainly not me and quite possibly not himClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Ask a Blogger: Netflix, Context, Measurement, Attention, Pitches and Twitter

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Brian Jacobs

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Ask a Blogger: Netflix, Context, Measurement, Attention, Pitches and Twitter

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