Platforms and publishers are now facing a challenge longstanding advertising: creating and delivering effective ads for the advertiser without disturbing the consumer.
MediaLink launched Digital Content NewFronts today with its annual breakfast and debate featuring four industry leaders – Tara Walpert Levy, vp Google's agency and media solutions, and Youtube; Michael Kassan, President and CEO of MediaLink; Kristin Lemkau, Executive Director of JPMorgan Chase; and Joshua Lowcock, head of global brand security and head of innovation and digital in the US for UM Worldwide – have discussed this. The group of four, chaired by Business Insider editor Alyson Shontell, presented the current state of digital and television advertising and presented some predictions for digital advertising.
Walpert Levy said: Changes in the way people use content have changed the way brands have approached advertising. "Prime hours have become truly personal and this is dramatically changing the way brands seek to connect with people," she said.
Although the approach may be more personal, Kassan said, the sector will give priority to efficiency this year. and use it to decide which programs to invest in.
"We examine all the different distribution platforms and the different ways of communicating messages through content. At the heart of everything, there is narration. "But I think efficiency is the key word and we're trying to measure and make the investments we're making in all sectors – it's the focus for us this year."
To find this efficiency, panelists agreed, value for the consumer must be paramount for brands. Nowadays, mistrust of advertising is a reaction to life in a world where advertising is unavoidable. People will not start accepting and even accepting ads that they do not feel like advertisements.
"I think the industry basically did not fail to respect consumers in advertising," said Lowcock. "We grew up believing that we should inject advertisements everywhere at all times. That's why we have witnessed the rise of ad blockers and the move to ad-free environments. "
Lowcock called" ad-free environments, "platforms that exist only on subscription dollars rather than advertising revenue, an" existential threat. "But he predicted that They will not be able to stay without advertising forever, believing that someday would come when OTT services like Netflix would be forced to accept advertising.
"It will become a tipping point where ads come back, says Lowcock." "Netflix is ad-free now, I can not imagine a world where advertising is free forever." According to them, they will, but you're looking at their content costs, and that's where addressable advertising and new ad formats will come in. "