Rob Norman on GroupM's State of Video 2018 Report

That39s not to say as Norman is quick to point out that nothing has changed in the last yearamp160 But the big longform video players like Netflix and Amazon Prime remain adfree and shiny new virtual MVPDs and other overthetop services haven39t quite revolutionized the video ad businessPart of the reason is that linear TV is still a good bet for advertisersamp160 You might think that after years of secular declines in its ratings there wouldn39t be anything left to say on the subjectamp160 Norman begs to differamp160 quotLinear TV still has enormous value for advertisersquot he recently told MediaVillageamp160amp160quotThe surest sign digital isn39t the beginning middleamp160and end of everything is seeing an ad in a magazine for Warby Parkeramp160 Those broad reach vehicles are still importantquotThe broad reach of legacy media is crucial in part because its older cohort of audiences coincide with sports fans sports being one of the remaining pillars of the linear TV business and people that Norman said quotone might say have more disposable incomequotAs for the younger cohort Norman sees the fight over their attention not as TV vs digital but as much more specific ie Twitch vs YouTubeamp160 amp160quotWhat39s happened is that network television forever did a pretty poor job of serving people in the 1624 demoquot he saidamp160 That led to cable channels like MTV playing an outsized role in that cohort39s media consumption a role filled by YouTube for much of the late Aughtsamp160 Nowamp160it39s Twitch39s turn to challenge YouTubeThe viewer itch that YouTube and Twitch scratch Norman said is ondemand singleviewer experiences that often involve a perceived relationship with the creator something that simply can39t be replicated with traditional TVOne issue Norman sees in marketers39 approaches to these platforms is that the stakeholders simply don39t spend enough time watching themamp160 In some cases though the problem isn39t just that stakeholders aren39t watching enough video on a platform it39s that nobody isamp160 Some of the statistics regarding digital viewing are sobering GroupM39s data indicates fewer than 20 percent of Facebook videos see sustained viewing for three secondsamp160 amp160That39s not a lot of time to work with for creators or marketersamp160 quotThe creative challenges are enormousquot he saidamp160 quotPlatformspecific creative is keyquot Sometimes that means shorter ads six seconds or two seconds or vertical video as opposed to horizontal video or a wildly different toneAs marketers39 experiment with video ad formats in the digital realm that experimentation has spilled over into TVamp160 Last year39s report indicated the future of TV ads might be the sixsecond spots touted by the likes of Turner and NBCUniversalamp160 For all the promise though quotthere39s been no breakthrough moment for these formatsquot Norman said adding that the key may be a combinatorial approach sixsecond ads signposting a brand followed at some later point in the programming by a much richer 60second storyThis kind of approach might help solve what Norman sees as a problem in the ad world with the current balance of brand development and trade support the difference between an ad whose aim is developing a relationship with a consumer that lasts beyond just a transaction and an ad that is trying to induce a transactionamp160 Norman sees more trade support than brand development these days and that concerns himThe fix is both as simple as you think and slightly more complex at the same time advertisers need to think more holisticallyamp160 quotAttention and time have become so preciousquot Norman notedamp160 quotThis only works if you think about all of the channels and their functionsquotYou can download the GroupM State of Video report herePhoto courtesy of GroupMClick the social buttons above or below to share this story 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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Rob Norman on GroupM's State of Video 2018 Report

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Oriana Schwindt

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Rob Norman on GroupM's State of Video 2018 Report

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