Comments
dcawrey
5/16/2017 10:42:19 AM
User Rank Platinum
ESPN
What's interesting is that I have ESPN on Sling, and often times there is no ad - just a placeholder. It seems that advertisers or networks aren't doing enough to sell that streaming inventory. At least not yet.
clrmoney
5/16/2017 11:31:30 AM
User Rank Platinum
Broadcast TV still got it
Of course broadcasters are still marking lots of money and they probably will be able to compete with the digital side if they come up with a better solution to stay on top.
DHagar
5/16/2017 3:02:32 PM
User Rank Platinum
Re: Broadcast TV still got it
@clrmoney, I think that is true. It will require new bundles. I like Ardi's article that suggsts the combination of broadcaster with pay-TV providers may be a winning combination. I think that represents each entity doing what they do best.
Also, just dividing the dollars won't make the markets stronger, they will need to aggregate and connect new markets, possibly cross-seling as well.
DHagar
5/16/2017 3:04:28 PM
User Rank Platinum
Re: ESPN
@dcawrey, they may need to find new ways to provide the message and link the user. Maybe the concept of advertising itself will transform to new models?
srufolo1
5/17/2017 12:38:02 PM
User Rank Platinum
Re: ESPN
@dcawrey It would seem that would be wide-open for advertisers to make huge bucks. The potential advertiser needs to appropriately target the ESPN viewer.
Adi
5/17/2017 5:52:54 PM
User Rank Author
Re: ESPN
dcawrey - could also be a technology issue. They are trying to insert targeted advertising into the online streaming services, at least by region. There's a few moving parts involved and sometimes no ad runs at all if theres a glitch.
Adi
5/17/2017 5:56:08 PM
User Rank Author
Re: ESPN
DHagar - almost certainly. They are already looking at using data to target advertising more on streaming services, and there's ongoing conversations on how to made advertising more interactive and engaging. There's a few models -- such as ad telescoping -- where you can click to learn more about a product via a longer, more detailed commercial, which have been experimented with.
But so far the 30-second, mid-roll commercial has proven remarkably resilient.
DHagar
5/17/2017 8:45:00 PM
User Rank Platinum
Re: ESPN
@adi, interesting! That makes sense - in keeping with social media. So advertising could turn the corner to become more targeted service delivery than promotion of a product? That could truly be powerful - with the companies building the customer intelligence and data base.
afwriter
5/18/2017 1:08:58 PM
User Rank Platinum
Re: ESPN
I would think that engaging advertising would be the way to go in the future. I see it a fair amount on my Roku devices with a couple of different apps. The "press OK to see more" feature. I'm not sure what it does as far as subliminal advertising, but engaging advertising has to see a higher rate of point of sale, right?
afwriter
5/18/2017 1:13:54 PM
User Rank Platinum
Re: Broadcast TV still got it
I don't think we will see a real drop off in broadcast ad dollars until the 13 - 17-year-olds of today become the major TV watchers. Right now boomers and even gen-Xers are content with watching their content as it airs or DVRed which means that there are still huge demographics that can be targeted by broadcast advertisement.
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