Digital Hollywood @CES 2022: Disruption Brings Opportunity for Media, Platforms and Brands

While the continuing exponential expansion of content seems untenable with some kind of contraction or repackaging likely that might not be coming as soon as people have predicted Instead content providers are working to figure out the best ways to reach more consumers in an increasingly fragmented content universe and those experiments are likely to end up creating more contentquotWe39re still in the early days around growth of FAST free advertisingsupported television channelsamp160We39ll see more specialization of channels in that spacequot said Natalie GabathulerScully Senior Vice President Revenue Operations Vevo quotFor us it39s channels based on decades or specific television series having their own 247 curated channels All of that will continue to expand We39ll start to see unique ad formats in that market We39re getting ready to announce some in the coming yearquotCombat sportsfocused digital streaming network FITE owned by social video platform Triller also plans to launch a FAST channel this year quotThere may be consolidation overall but many new things are coming that could be huge next yearquot said Kim Hurwtiz Chief Marketing Officer FITESurviving the pandemic as well as the disruption requires companies to dig deep and innovate said panel moderator AnneMarie O39Neill CEO of Los Angelesbased media company Whalerock Industries Each of the panel members who all represented different companies and platforms spoke about different ways they have innovated in the past yearVevo is looking toward personalization said GabathulerScully quotThere will be more blurred lines on CTV connected TV between linear and ondemand experiences in that AVOD advertising video on demand space Personalization is another point of differentiation where you can appeal to mass audiences while offering that unique tailored experience so you can be relevant to every viewer in that mass audience spacequotquotOne of the reasons I think audio is going through a bit of a renaissance is because the medium is catching up to where video has beenquot said Brian Benedik Chief Revenue Officer Audacy quotContent is getting more personalized and recommendations are getting better so much better than they were five or ten years ago That39s translating to marketers giving them more options within audio to get more creativequotAudacy which was previously Entercom spent the past 10 months completely changing the company via mergers acquisitions and repositioning said BenedikquotIn some ways innovation was foisted upon us in this last year by having to meet consumers where they were while consumers were having to manage through the pandemic All of us have had to respond to thatquot said Justin Fromm Senior Vice President of Research LG Advertising quotLG Ads was born out of the need and the changes that were happening in the marketplace What we39ve seen happening through the consumption and adoption of streaming is the need for incremental measurementquotDisruption isn39t just hitting the content and distribution markets advertisers are also having to make adjustmentsquotAdvertisers are struggling to reach a scaled targetquot said Jon Steinlauf Chief US Advertising Sales Officer Discovery quotIf you go back 25 years ratings were almost ten times the size they are today Today a 07 is considered successful With all the fragmentation plus the fact that the largest streamers Netflix Disney Amazon don39t run ads believe it or not there39s a shortage of ad impressions in the video spacequotTelevision is merely entering its third age Steinlauf added with broadcast dominating the first 30 years or so followed by cable starting in the 1980s and finally streamingJust coming into view are such technology trends as cryptocurrency blockchain and nonfungible tokens NFTs all of which have been gaining momentum over the past few years While Benedik says he39s quotnot sure those technologies will build a marketplace for another five years or soquot brands are certainly quotdipping their toes in that waterquotChapter four will likely be the metaverse with Facebook in 2021 changing its parent company39s name to Meta in anticipation of the new virtualreality platformquotI hope this metaverse world is a combination of the real world and the digital worldquot said Benedik quotIt39s definitely coming the infrastructure with 5G glasses and headgear All of that is two years away Brands are starting to think about how they participate in that It39s real and it39s comingquotClick 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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Digital Hollywood @CES 2022: Disruption Brings Opportunity for Media, Platforms and Brands

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Paige Albiniak

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