When it comes to video, it’s becoming “a small world after all”
May 16, 2019 • Aaron Goldman
As this newsletter is published, the curtain is dropping on the 2019 Upfronts. Among the many highlights are Viacom, CBS, and Fox coalescing around addressable, Xandr launching its addressable marketplace, FreeWheel bringing programmatic to local OTT, WarnerMedia adding AEW to B/R Live Streaming, and NBCU touting its forthcoming streaming service as the “largest initiative” in its history.
Meanwhile, Disney had a lot to say in its first Upfronts following the 21st Century Fox deal. You can read the full blow-by-blow here, but I’m keen to dive into the announcement about Disney taking control of Hulu in a deal with Comcast. This had been expected given the aforementioned foray of NBCU into its own streaming service, but it was interesting to see the consensus and conclusions coming out of the Hulu deal, especially in the context of Disney+ launching in 179 days.
To be sure, there are still quite a few open questions surrounding Hulu and the ramifications of the deal for all players involved, but what is certain is that the value in OTT is only increasing for content producers, marketers, and consumers alike. Against, this backdrop it’s no surprise that Disney is doubling down on cross-platform video as part of its overall portfolio – remarkably captured in this infographic by TitleMax.com. Indeed, it’s becoming a small world after all.
With the spotlight on cross-channel video, it’s a good time to remind everyone that measurement in this space is evolving and must remain under the microscope. To that end, the 4C Q1 2019 4C State of Media Report goes deep on this topic with insights from Kevin Kohn, CEO of Kinetiq, Jodie McAfee, SVP Sales and Marketing at Inscape, and Anupam Gupta, CPO of 4C. As Anupam says in his final quip, “The overall ad experience, especially in a streaming environment, has to improve. This probably begins with reducing ad loads and better handling frequency capping, but, of course, the formats will also evolve. Marketers and content producers are only limited by their creativity. In the end, it all comes back to driving business outcomes.”
So, while a lot yet remains to be seen, the time is now for marketers to shore up their approach to cross-channel video planning, buying, and measurement to ensure their brands are exposed to the most relevant audiences across platforms in the most efficient ways. And, yes, it’s all in Scope. #4CTheFutureofMedia
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