While advertising profits from U. S. television are expected to be expected to be in the same way. While the U. S. in 2022 surpasses 2019 grades by less than 5%, cable TV and broadcast networks are turning to reduced, ad-free streaming to supplement stagnant advertising sales.
That turns out to be working, enough that Netflix recently announced its first quarterly loss of more than 200,000 subscribers. In a U-turn, Netflix will switch to advertising within 24 months, to make up for the loss of subscription revenue. .
As media giants everywhere look to make deferred content the next big thing, where does that leave prime-time TV audiences?I sat down with Frank Maggio, CEO of React LLC, developers of an “experiential” advertising solution, to find out if, and how, primetime television can stop the exodus of live viewing.
Gary Drenik: Media intake has changed dramatically in recent decades. Looking just at the last few years, how have consumers’ emotions towards advertising replaced?And more specifically, how has the pandemic influenced this sentiment?
Frank Maggio: The pandemic has spurred new behaviors and feelings that, in some tactics, have created more headwinds for brands looking to succeed among consumers who enjoy media.
According to a Prosper Insights survey
As with feature films, the point of intensity around burst content does lend itself to ad interruption. This reinforces the efforts made until recently through Netflix, and to a lesser extent Amazon Prime and Apple TV, which position without advertising. content as an impressive and enjoyable multimedia experience.
Viewers have faced a flood of pandemic-related classified ads targeting social causes. Brands became politicized at a time when other people were turning to content to get away from negativity. This has stigmatized big brands (and advertising in general), for millions of people. friends.
Finally, prolonged periods of quarantine have resulted in media entry at all hours of the day, breaking the circadian rhythm of content entry in express time slots. Watching live TV has become disconnected from the clock and, with it, many other people have lost the ritualized habit. which took generations to establish.
Drenik: How does the “ritualized behavior” of consumers support the steady decline in the display of live TV ads?
Maggio: It’s well established that classified classified classified ads embedded in the best-watched live content (such as news and sports) attract more attention. With only about 30% of classified classified TV classified ads showing in empty rooms and only 37% of classified classified classified ads being shown to a viewer for two moments or more, watching TV makes you watch now, which means watching classified classified ads now as well. On the other hand, watching Prime time television on Thursday nights has become a national ritual. to have ubiquitous screens in the TV viewing environment at the moment, watch linear content, and classified classified ads classified classified classified integrated, is i increasingly rare.
Drenik: How does the addition of momentum filter the way consumers view and consume media and advertising?Are there any disadvantages?
Maggio: According to a survey by Prosper Insights
This same study indicates that when watching television, 44. 4% go online and 23. 9% have interaction in other activities but still read or listen to the radio. This is a clear indication that the moment the screens capture the gaze and attention of consumers watching TV, especially during advertising breaks.
This is a truth that TV content providers have to deal with, as evidenced by the launch of limited advertising and ad-free subscription in most of them.
Drenik: What are the key elements that advertisers want to keep consumers’ attention these days?
Maggio: Several members of our control team, myself, have received training at Procter.
We’ve helped our entire business solve Pritchard’s challenge, and their insights provide brands with valuable insights into how to keep the attention of today’s consumers.
First, Pritchard puts the duty to solve those demanding situations on the shoulders of marketers and generation companies. Consumers are armed with a generation that provides the on-demand ability to consume content, skip or avoid ads, interact with the world, and search for data. Advertisers want to embrace artistic talent, but they also perceive the use and habit of customer generation when advertising. How does your ad work and how long does it take to consume and review the data it contains, compared to other possible options that are going to be implemented immediately?had in a wise device?
Second, there’s the admission that classified ads are boring and a real problem. It is not an accusation of a specific advertisement, logo or medium, it is a frank assessment of the impact of disruption on the continuity of pleasure. Injecting anything unsolicited, whether it’s an ad, a phone call, or even other content, contrasts sharply with the content you’re searching for and selecting. How can we make the transition from content to advertising smoother, while cutting back. This underscores the importance of contextual, integrated advertising tactics, rather than undeniable targeting.
Third, Mark describes the most productive ad as anything fun. It is ambitious and, with a new advertising model, achievable. memorization and mind sharing. And if enhanced with a smart device, the experience can generate tons of actionable data.
Drenik: What can be done, if anything, to resurrect the habit of watching in real time to bring back the mass audience?
Maggio: A renaissance of real-time TV viewing is on the horizon, once industry leaders meet the challenge in a consumer-centric way. Every decision maker in the industry has a smartphone and if they look like a general consumer, they look 262 times a day. This is a new generation that allows for new behaviors, which didn’t exist when the TV advertising style evolved 70 years ago.
In the 1950s, video could only be had at home, limited to an unmarried device/screen. Consumers saw TV video content as magical, and brands that interrupted programming in a limited way were the providers of that magic. Their classified ads were identified as the explanation why it’s possible. . . and free.
Today, content is no longer considered free, there are screens with unlimited video content inside (and outside) the living room, and the screen of the moment is now the reference screen.
Why not take credit for this reality? Since smart devices offer the ability to react to content on the TV screen and interact with the global audience by sharing the same live experience, real-time viewing only requires that the display of the moment be enabled for the TV viewing experience. send your audience to competing media platforms such as Facebook or Twitter; this means creating what we at React call “Total Content Experience™” that choreographs the media adventure of viewers through a diversity of enriching movements across multiple screens.
Advertisers can be a vital benefactor of this fashionable and enriching experiential technique for content and advertising.
Drenik: Thank you, Frank, for sharing refreshing perspectives on the demanding situations facing mass media with advertising. Let’s see how this plays out over the next 12 months.