Inside the Solve for the Clash Between Traditional TV and Digital Advertising
Columnist Tim Natividad on an old-school strategy for the streaming environment
Sujean Gahng for Adweek March 15, 2021
Editor’s Note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Roku’s Tim Natividad discusses how he is responding to the growing number of performance-oriented and DTC brands that want to buy TV audiences. Below, in his own words, he discusses how he’s approaching the need with more precision than standard demo targeting.
AVOD on the Rise
Learn more about streaming ad revenues at Streaming Media East.
See complete videos and other highlights from Streaming Media West Connect on Streaming Media s YouTube channel.
Read the complete transcript of this video:
Eric Schumacher-Rasmussen: What about the AVOD side of things, in terms of the sustainability of AVOD models, free-to-air models that are ad-supported? Michelle, what do you see? How is AVOD doing overall? And do you think the fact that there are more streamers watching TV means that AVOD services are getting an advantage that they might not have had prior to the pandemic?
Hub Entertainment Research s Jon Giegengack reports survey findings on how media, TV, and OTT consumption and cord-cutting trends have changed during the COVID-19 pandemic in this clip from Streaming Media West Connect.
Learn more about streaming ad revenues at Streaming Media East.
See complete videos and other highlights from Streaming Media West Connect on Streaming Media s YouTube channel.
Read the complete transcript of this video:
Eric Schumacher-Rasmussen: We all know that advertising in general took a dive when the COVID pandemic hit, not because of a lack of inventory necessarily, because viewing skyrocketed, but because brands were pulling back on their own spending. What s your sense of where the advertising market is headed now, are those dollars going to come back? Are they coming back? And what s the future look like?
Sara Fischer: Well, advertising generally tends to grow at the same rate as the GDP. If you want to understand how the ad market s going to grow, you have to talk to an economist. If you talk to most advertising-buying agencies the big global ones like Magna or Zenith, those are the ones that we rely on for most of our predictions. And some of the big networks, they
The Value of Building Organic Streaming Service Offerings
Learn more about OTT audience-building at Streaming Media East.
See complete videos and other highlights from Streaming Media West Connect on Streaming Media s YouTube channel.
Read the complete transcript of this video:
Allan McLennan: Is it better to build an organic service offering that puts out and establishes the overall base of the viewer of your market or is it something to actually go forward and get the funding to be able to build an overall service prior to having advertisers support, subscription support? Which is the better goal in building a service that viewers want?