How Streaming Channels Can Attract Programmatic Advertisers
With 55-60% of advertising dollars flowing to Amazon, Meta, 和谷歌, streaming services need to be strategic and deliberate in differentiating their offerings to audiences and the brands that support them. In this clip from 流媒体连接, Evan Shapiro, CEO, ESHAP, discusses the challenges to staying 领先市场 in the competition for ad dollars with Lana LoRusso, 销售副总裁, 大气的电视.
“在这个时代, I think you have to be cognizant of who your audience is, and you have to be smart about the platforms that you're on,夏皮罗说. “It isn't enough to just have a product and put it out there. 你必须跟着市场走, 领先市场, 你必须给观众提供很酷的东西, but then you have to turn around and offer advertisers cool shit too. Especially in a world where 60% of all ads go to three companies.” He says to LoRusso, “You do have a very differentiated product offering in the marketplace. 你们是如何与广告商打交道的? 都是程序化的吗? 你做品牌内容吗? What is the mix that you take out to the marketplace?”
“That is such an interesting question because I've been here since January and we didn't have a New York sales office,洛鲁索说. “我们这里只有几个人. 获得广告客户, 尤其是在纽约或其他地方, across the country…getting any ad agency or any client to put a new product on their schedule for one of their campaigns is so hard because of what you just said.”
LoRusso mentions the unique challenges that Atmosphere faces due to the nature of its “Out of 首页” (OOH) advertising within venue premises and the unique streaming video setups that entails. “We're in 65,000 venues, so we're not small,” she says. “我们是全国性的，但我们没有声音. 听起来是可选的. 这就有问题了. 好吧, 那么你是如何保持创造力的呢, 你怎么能收买我们, 我们还有什么新想法?” She says that one of the best things about Atmosphere is how flexible they are to new ideas. “Over the past year, it's grown from about 25,000 venues to over 65,000 venues,” she says. “And we deal not with just coming into all these bars and restaurants all over the place, 这些突发事件, but building bigger partnerships like a Choice Hotels or QSR Restaurants and building it that way to get more scale. 我们必须超级灵活和敏捷. We have to say, ‘Yeah, you can run programmatically, you can buy us direct, we can do custom content.”
She further outlines many of Atmosphere’s offerings. “We can create creative for you at no extra premium,” she says. “We will provide a brand lift study or a research study with every single campaign you do to prove it out. 这一点非常重要. We can target all the way down to the zip code. 假设你是， M&女士/火星, we can target anywhere to get people in there to buy your product. 然后，我们必须在内容上有创意. We just launched a newer version of our trivia channel where people can be really interactive. In the bars, we found that people really like trivia. And then, how do you make these little things and celebrate them even more? Do you provide trivia nights across a certain number of bars? 你们提供奖品吗?? Do you have advertisers that can send in drinks? 你必须非常有创造力. 一开始你必须付出很多. You have to be very flexible and open to it because getting new advertisers to try something new in a sea of everything else is really hard.”
看 完整的会议 来自流媒体连接2023年11月. We'll be back in person for 纽约流媒体 on May 20-22, 2024. 更多细节请点击这里.
看 完整的会议 来自流媒体连接2023年11月. We'll be back in person for 纽约流媒体 on May 20-22, 2024. 更多细节请点击这里.
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