Branded Series, Interactivity Spark Vizio's 2023 NewFront Ad Push

The Big Message Now that Vizio has found success in directtosmart TV device ad sales for individual series channels and its WatchFree bundle 260 channels 6000 movies and growing it39s time to generate the next level of advertiser participation with its product Initially that level will unfold in two ways a bigger flexible presence on the home screen and original series where sponsor campaigns are seamlessly integrated in each episode Both approaches will have interactive ad elements and at the start for original series shoppable opportunities quotThis year we39re all about looking aheadquot declared Mike O39Donnell Vizio39s chief revenue and strategic growth officer quotHere39s to being at the forefront of transformationquotHost Numerous company executives starting with O39Donnell handled portions of the presentationWhat Worked An extremely rare public appearance by Vizio founder and Chief Executive Officer William Wang pictured at top right Through a oneonone interview with Adam Bergman the set maker39s Advertising and Data Sales Group Vice President Wang came off likeable charming selfeffacing and especially proconsumer quotYou have to focus on customer satisfactionquot he mused quotIf you do so you39ll make them come back We39re here to make consumers39 lives betterquot Quick request to Vizio39s public relations reps Have Wang do a conference call or inperson debrief with reporters sometime He39ll do just fineWhat Also Worked Taking considerable time to detail how advertisers can benefit from placement on the new home screen format scheduled for deployment on Vizio sets over the next few months quotThink of this as your personalized modernized TV Guidequot suggested Katherine Pond Vizio39s Vice President of Platform Content and Partnerships Customized screens for individual brands Papa John39s for a family movie night with familyfriendly titles displayed on the bottom half of the screen or Chevrolet tying in with award ceremonies some with interactive elements showed how sponsors could see increased sales or usage of their products quotYou39re in front of premium unadulterated real estatequot noted Allison Clarke Head of General Market National Advertising SalesWhat Didn39t Work Wang39s segment ending without any observations from him on TV39s future What does he think about how programming and channels will evolve with interactivity artificial intelligence and commerce What role will telehealth telelearning and other advanced services play Is Vizio like other smart TV set makers developing ways to have their products become smart home hubs where people can trigger appliances or manage energy needs with a click or their voice A missed opportunity to offer his perspective in publicBonus Points Parking a bus with home screen demonstrations outside One Penn Plaza for attendees to visit after the presentation A superb sushi bar had a steady flow of postpresentation visitors as wellData Points Sixtyfour percent of cable TV subscribers watch their cable programming choices through a smart TV set or device Inside households with a Vizio set 85 percent do not have a smart TV product from another provider Exclusive Viziooriginated channels available through WatchFree such as Food ampamp Flight and hiphop showcase Polaris increased viewing time over the last year by 86 percentNews Vizio is opening a branded content studio that will create firstrun unscripted lifestyle and culture series Four series will be produced off the bat Clean Break featuring home organization tips from social media influencer Michelle Hobgood Island Eats a combo travelfood look at Caribbean hot spots City Limits spotlighting offbeat attractions just outside major cities and From the Ground Up profiles of entrepreneurs and their paths to business and personal success Each series will have at least one featured sponsor and some episodes will give viewers a chance to order products or services featured oncamera Other series are in development through thirdparty organizations including MLUX for luxuryupscale living contentParting WordsquotI39m out to make the TV set simpler to navigate fast and easy for my mother to usequot Vizio founder and Chief Executive Officer William WangquotLike all good 21st birthdays this one will be memorablequot Mike O39Donnell Vizio Chief Revenue and Strategic Growth OfficerquotSoon every TV home will integrate their computer TV and phonequot Vizio Group Vice President of Advertising and Data Sales Adam BergmanquotThe home screen is the front door for every viewer39s journeyquot Katlyn Wilson Vizio39s Branded Content Sales and Strategy DirectorClick the social buttons above or below 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 writersamp160

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Branded Series, Interactivity Spark Vizio's 2023 NewFront Ad Push

Author

Publish date

Channel

Archived in

Simon Applebaum

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Branded Series, Interactivity Spark Vizio's 2023 NewFront Ad Push

Enjoying This Commentary? There's More to Love

Simon Applebaum

Stay in the know with more from MediaVillage

TAGS:

Cookies