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dcawrey
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. 

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DHagar
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?

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Adi
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.

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DHagar
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.

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afwriter
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? 

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srufolo1
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.

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Adi
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.

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clrmoney
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.

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DHagar
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.

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freehe
freehe
5/23/2017 9:31:17 PM
User Rank
Platinum
Re: Broadcast TV still got it
@Dahagar, @clrmoney. TV broadcasters will have to move away from the traditional broadcasting model and move towards a new model if they want to remain competitive. They will need to do M&A's or collaborate with service providers to expand their service offerings.

 

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DHagar
DHagar
5/23/2017 10:25:10 PM
User Rank
Platinum
Re: Broadcast TV still got it
@freehe, I am with you on this.  They will need to target the new markets but find new models for service delivery - with new revenue streams - if they want to successfully compete in those markets.

Just applying their old models will not work - there is no value.

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afwriter
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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Ariella
Ariella
5/18/2017 2:48:04 PM
User Rank
Author
Re: Broadcast TV still got it
@afwriter but what about those Millenials that everyoen seems to target? What are the definitive habits for people in their twenties and early thirties?

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afwriter
afwriter
5/18/2017 3:33:36 PM
User Rank
Platinum
Re: Broadcast TV still got it
@Ariella, That is a mixed bag if there ever was one. I am at the higher end of that spectrum and I just recently cut the cord, however for certain shows like SNL and Football I still tune in to watch it live. I think that Millennials will be the last full generation that broadcast TV targets. Of course, that is my own humble opinion and I could always be wrong.

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Ariella
Ariella
5/18/2017 3:41:47 PM
User Rank
Author
Re: Broadcast TV still got it
@afwriter perhaps the Millenial generation will itself be split. I know that some companies already break them down into older and younger categories. 

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afwriter
afwriter
5/18/2017 3:50:05 PM
User Rank
Platinum
Re: Broadcast TV still got it
It is probably the same for every generation but I don't feel as though I have a lot in common with my 20-year-old millennial friends. I really think the smartphone and other similar technologies made a single generation very different from each other. 

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Ariella
Ariella
5/18/2017 3:57:31 PM
User Rank
Author
Re: Broadcast TV still got it
@afwriter it makes me feel older just to write this, but I do know what you mean. What fascinating to me, though, is that I do even see some differences in the Millenials. The older ones didn't grow up with the tech in quite the same way as they were not given smartphones or other mobile devices when they were in elementary school -- which appears to be the norm for the current children's generation. 

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afwriter
afwriter
5/18/2017 4:38:09 PM
User Rank
Platinum
Re: Broadcast TV still got it
I really believe that is the defining factor. I didn't get my first cell phone until I was 17 and it was the size of a shoebox. I didn't get my first smartphone until I was in my mid-20s, however kids even 10 years younger than me were getting smartphones as their first phones at 10,11,12, etc.

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Ariella
Ariella
5/18/2017 5:49:43 PM
User Rank
Author
Re: Broadcast TV still got it
@afwriter

According to a TechCrunch article from last year, the average age for a kid getting a cell phone now is just over 10.  

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Michelle
Michelle
5/22/2017 2:10:39 PM
User Rank
Platinum
Re: Broadcast TV still got it
@Ariella I think we're all feeling a little dated...

I think you're right about the differences across the spectrum. Each group experienced a different levels of connected at different times. Those differences are bound to affect the way they see/interact with ads.

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Ariella
Ariella
5/22/2017 2:17:45 PM
User Rank
Author
Re: Broadcast TV still got it
@Michell Absolutely, my generation grew up on TV a their primary medium, but the kids today are growing up with mobile devices as their primary screen.

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freehe
freehe
5/23/2017 9:35:01 PM
User Rank
Platinum
TV Ratings
"TV still reaches more people than any digital outlet, and broadcast does a better job of aggregating audiences than any other medium. It's also proven and reliable: people will see the ad, at high quality and interspersed with premium content rather than something objectionable -- all issues online media sites are still getting to grips with."

I am not surprised many viewers are still watching TV. There are so many options for watching TV - cable, smartphones, iPad, laptop, computer, tablet, internet, etc. which contributes to the viewership of TV as evidence by the statistic "There are still 96.5 million homes in the US that subscribe to pay-TV."

 

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