What Happens When Content Creators Get Involved in Ad Targeting Decisions?

Pamela Adlon in a recent interview with Hollywood Reporter suggested that viewers would be better served watching her show Better Things on adfree platforms than in an adsupported model because the content can play through and it would be viewed in a manner she intended quotDonamp8217t watch it on FX with commercialsquot she said quotI39ll throw up There39s nothing more dehumanizing than watching an episode of my show with commercial breaksquotIf many directors and producers take this approach then how will platforms and programmers pay for the content they create Many industry leaders have been outspoken about the rising costs to keep a fresh library of content Netflix shells out millions on content with the hope to monetize through subscribers but they cannot continue to do so as more and more platforms enter the market Netflix and others must either cut back or find alternative ways to fund the content Why do people like Adlon not recognize this There simply must be a value exchange to fund the contentPerhaps Adlon would have a different POV if ads were more relevant or the adload was smaller Platforms like Peacock are experimenting with lighter adloads while charging higher CPMs to advertisers for them This approach of higher costs is good for NBC but may not work for advertisers especially those who have left digital and come back to TV for its newfound internet connectivity and measurabilityViewers have proven that they are willing to share a fair exchange for value in adsupported models when the ads are relevant or ad load is lighterThere is little question that our industry must strike a balance between adsupported and free or higher priced content as well as on what is a fair CPM for the adsupported models Frankly the costs will be dictated by the market Several platforms that launched during COVID including Paramount Peacock discovery and HBO Max have already faced price pressure from the market and adjusted courseThe next several months the political cycle and the 2022 Upfront will foreshadow what the future holdsClick 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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What Happens When Content Creators Get Involved in Ad Targeting Decisions?

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Gabe Greenberg

"About That" with Carl Mayer: Corinne Casagrande (Episode 8: Consumer Spending) - By Carl Mayer

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"About That" with Carl Mayer: Corinne Casagrande (Episode 8: Consumer Spending) - By Carl Mayer

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