Media Jenga: A New Game at the Upfront

A lot has changed and there39s a new phenomenon this year that shows the shape of things to come We used to live in simpler times Wanted to buy ads on Foxamp160 Easy call Foxamp160 In print things were much the same A page in Vogue maybe A call to Conde Nast would do itamp160Drift forward to the digital age which at first we also thought was pretty simple Ads on the New York Times digital properties Either call the Times or buy them from an exchange or an ad network Want more just like the NYT Buy inventory extensions on other properties Multiplatform Call ESPN for one stop access to TV the web and the appamp160Fast forward to today Talk to NBC about the Rio Olympics and you will get the opportunity to work with all of Buzzfeed Vox Snapchat Discover and Stories Facebook Instant Articles if not Facebook Live Video Twitter and more besides NBC owns part of the first two but not the othersamp160This is Media Jenga An interlocking tower of content creation distribution brand integrations and ad sales all served with a side of data amp160It39s been clear for a while that it39s no longer enough to rely on a single platform like television but now it seems that the aggregation of owned and operated properties by almost any single party won39t do it either New multiplatform and multiparty deals need to be struck and that39s what39s on offer this yearNow and toamp160the credit of NBC and othersamp160sellersamp160have realized thatamp160Access is massively distributedDiscovery has leapt beyond TV Guide the EPG and maybe even searchThere are new and more personal angles of consumption as well as equally personal modes of participation and sharingNew content is being created beyond the official broadcast feed by quotofficialquotamp160and unofficial sourcesNew relevant and contemporary voices are needed to connect with new generations who are in part at least socially separated from the announcers so familiar to many of usamp160NBC hasamp160recognizedamp160that reach is reach and that more reach is better that engagement is active and everywhere and not just passive and contained in the living room They have realized that some people start their media consumption somewhere other than NBC properties All this adds up to an enhanced economic opportunity and one that they are happy to share with business partners that they do not ownamp160In our annual Interactionamp160report we said several years ago that simultaneous reach would remain valuable but that its price would rise with scarcity We noted then that the advertiser and the agency would need to extract further value by leveraging their investment across channels That moment has arrived as have the commercial arrangements to action itAs in every game of Jenga the same question arises How high can the tower go Hopefully very high indeed as content and brands share the common need of large engaged audiencesNoteamp160NBCUniversal is a client of GroupMThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Media Jenga: A New Game at the Upfront

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Rob Norman

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