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.
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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.
| Maria Iu
Agencies need to be able to buy easily and know exactly what they’re buying, Robert Farazin added.
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.
| Maria Iu
MediaSense will set up, develop and maintain the Barb Data Hub, while Snowflake is the cloud data platform.
Advertisers have a golden opportunity to ride on the coat-tails of beloved shows, captivating audiences while they are light-hearted, relaxed and open to branded messaging.
| Maria Iu
Watch: David Rasmusson also discussed challenges for cross-media measurement and what the Nordics TV market looks like.
Advertisers have a challenge on their hands when Gen Z are struggling with the concept of truth and represent a wide range of worldviews as they face up to close-to-home concerns.