Will Dish Network's Sling TV Push Streaming Video Content Beyond the Tipping Point?

With the recent proliferation of new digital social and mobile media channels chipping away at the traditional media model both media companies and marketers are rethinking and redefining their traditional roles and strategiesOne of the most significant changes in the media marketplace is the shift away from traditional TV broadcasting As we highlighted recently in our 2015 media marketplace predictions we think the new streaming content services will push the shift beyond the tipping point as they draw consumers away from traditional TV viewing habitsSeveral media companies announced highprofile streaming services for their content last year including HBO CBS and Showtime But the launch of Dish Network39s Sling TV the other week has the potential to dramatically accelerate the migration of viewers away from TV and to online video contentWhat39s different about Sling TV It is the first to aggregate and stream cable broadcasting content including sporting events in realtime which is an important advantage Sling TV promises to deliver the best catalogue of content And as we saw with the growth of streaming music services over the past few years specifically the competition between Pandora and Spotify the provider with the best catalogue usually attracts the most subscribersSo what does this mean for marketers It39s both a challenge and an opportunity Traditional TV viewing behaviors that were established in the 1950s are rapidly fading away but demand for video content is at an all time high These shifts are forcing marketers to reconsider how they allocate their media budget across traditional and emerging channelsThe upside No longer will advertisers be held to targeting a standard and static 1849 yearold audience through traditional TV Media channels are fragmenting and it is easier to identify and target specific consumer demographics with personalized content through programmatic ad campaigns As a result advertisers are executing more focused impactful campaigns across digital and social channels and seeing better returns on their advertising spendThe challenging aspect for marketers however is they now need to spread their media budgets across an everwidening range of media channels To do so successfully they must invest in the data and technology needed to manage a much more sophisticated programmatic advertising modelWhile this shift may bring about some initial angst the good news is that marketers are in a position to develop campaigns that resonate more closely with their consumers and deliver higher returns than traditional channels have in recent yearsHow has the growth of online video content changed your media strategyAs Chief Strategy Officer Jim Poramp231arelli brings more than 25 years of strategic marketing and advertising experience to Active International the largest global independent corporate trade company He is responsible for leading the companyamp8217s global strategic initiatives and chairs the Executive Leadership Team He can be reached at JPorcareactiveinternationalcomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Will Dish Network's Sling TV Push Streaming Video Content Beyond the Tipping Point?

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Jim Porçarelli

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