Pay-TV operators can take super-aggregation to the next level with bundles that include discounts for popular streamers — and that could even mean free apps. Subscriptions management is another value-add.
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| Maria Iu
Barb estimates of ad tier households will be updated daily.
Amazon’s head of video sales specialists discussed new ad formats and a “supercharged” partnership offering, and argued that Prime Video is driving hard-to-reach audiences that can be targeted across the purchase journey.
Natasha Matos-Hemingway discussed how Shahid responds to market needs, leaning in on fandom and striking a balance between its different offerings.
Amazon Prime Video, Apple TV+, Disney+, Netflix and Paramount+ collectively increased the number of sports programmes across their streaming services by 72% in the past year.
Damien Bernet, Netflix’s EMEA ads VP, described the expansion of its programmatic partnerships as the latest step in Netflix’s broader strategy to offer the benefits of TV and digital advertising.
As more live sports move to streaming, media companies must sell advertising against their content across different platforms in a unified way that combines the upfront, premium process of linear with the dynamic execution of digital.
The big media agencies are damaging the outlook for UK broadcasters through opaque trading practices that do not give them a fair share of client spend.
Netflix’s shift to focus on engagement suggests that long-term success depends much more on how subscribers are reacting to ads rather than simply how many those ads reach.
Advertisers want to play a starring role in viewers’ lives, but this requires a comprehensive understanding of their unique motivations and behaviours.