Philip Tate, APR, Fellow PRSA’s Post

Disney, Frndly TV, and Plex leaders recently discussed connected TV advertising at the Str. While QR codes may no longer be the tech du jour, Lily Panchasarp, director of sales at Disney Ads, believes the “interactivity of ads is going to continue to always rise.” This trend is expected to be part of a larger movement towards (AI-powered) versioning and enhancement of live and on-demand video. By leveraging inherent strengths such as brand power, distribution and monetization infrastructure, content rights, and talent-driven production, traditional media can transform into formidable players in the new era of content creation. Recasting initiatives will emerge across streamers and broadcasters in the coming months. More advanced technologies and smart integrations will present themselves. Interested in exploring technologies, perspectives, and strategies that empower media organizations to reinvent themselves? I’m happy to share some presentations and ideas. Please DM me! https://lnkd.in/eXHeEQTk

Disney+ Hotstar announces Google partnership as it expands #ad platform Marketers using Google’s Display & Video 360 and The Trade Desk can now access ad inventory on Hulu and Disney Plus through DRAX. Disney Advertising is teaming up with Google and The Trade Desk to expand its Disney Real-Time Ad Exchange (DRAX). The partnerships mean that users of Google’s Display & Video 360 and The Trade Desk can directly access streaming inventory on both Hulu and Disney Plus through DRAX. Why we care. A wider range of marketers, national, regional and local, will now have easier access to ad inventory across Hulu and Disney Plus. Read more https://lnkd.in/gN2jZpWg

The 2024 upfronts are poised to revolutionize the advertising industry landscape with major players like Netflix, Amazon, and YouTube driving change. Netflix and Amazon's decision to dig into ad-supported content promises immersive experiences, while traditional TV struggles against the allure of sports for advertisers. Ad sales teams prioritize flexibility and transparency to adapt to market shifts. Exciting times lie ahead for media buyers and advertisers; however, I'm not so sure cinephiles would agree. Not only interstitial ad within a movie is a flat-out insult to the creative team (and to the viewer), but also ad-driven content in combination with AI will further drive homogenization of content aesthetics through extreme personalization -I know, sounds like an oxymoron, but it's not. Luckly for true creatives, this might present an opportunity where demand further shifts toward content that is produced and shoot through traditional processes. #Advertising #Media #Streaming #Upfronts2024 #Innovation

One thing that was clear from CES this year, CTV is booming and so is the influx of ads within those services. This could lead to consumer burnout and ad blindness. Luckily CTV is the perfect medium to deliver creative innovation and ensure message relevance, ultimately improving the consumer ad experience. 2024 may be the year of CTV, but it should be the year of better ad experiences. #StreamingAdvertising #CES2024 #DigitalPlatforms #TVAdvertising #CTV

In 2021, the House of Mouse (The Walt Disney Company) stated its ambition to generate more than 50% of its #adrevenue through #programmatic sales by the close of 2024 with the debut of the Disney Real-Time Ad Exchange (#DRAX). The entertainment giant is on course to exceed its earlier-stated goal and now hopes to generate 75% of ad revenues through programmatic; a key tactic in this strategy is the launch of DRAX Direct, an initiative that will see it integrate directly with demand-side platforms. Google’s DV 360 and The Trade Desk are DRAX Direct’s launch partners, a development the entertainment giant is characterizing as a “landmark agreement.” This development will unify access to streaming inventory across Hulu and Disney+ for #advertisers of all sizes and represents a notable footnote in the annals of supply path optimization. #dsp In this piece by Ronan Shields, we speak to Rita Ferro of Disney Advertising, Tim Sims, Sean Downey, and Lauren Fisher of Advertiser Perceptions.

This one seems like an interesting new roll out from The Walt Disney Company While they still continue to be the world’s largest #media company, with the dynamic shifts towards programmatic planning and buying at the same time the growing #connectedtv space, DRAX direct could very well be an opportunity to consider for #brands In fact with their partnership with DV360 and The Trade Desk this could even mean easier penetration into the media plans and getting them faster in Partnerships is the name of the game with the #digitaladvertising pie getting only larger globally https://lnkd.in/dvafGudX

https://lnkd.in/ejRUYhWd Agree Matt McDonald, it's not scalable for brands to need different interactive creative for different publishers, that's why every major TV streamer (except YouTube) already adopted BrightLine's standard for CTV formats. Advertisers already can execute the same interactive units across Hulu, ESPN, Peacock, Max, Discovery+, Samsung TVPlus, Vizio WatchFree, Roku Channel, Sling, Paramount, and more on every device. I'd call that a standard no, Alyssa Boyle? ;-) Also, QR codes are not real interactivity, viewers prefer onscreen interactivity with a remote control, which outperforms QR code scan rates by 56 times!!! Onscreen interactivity has been in market for a decade, after Peter Naylor and Hulu rolled out with us back in 2015. CTV ad formats are easy, for everyone working with BrightLine. Disney Advertising, Peacock, Samsung Ads, VIZIO Ads, Warner Bros. Discovery, Sling TV, GroupM and Mike Fisher

The evolution of Connected TV (CTV) advertising at Cannes Lions highlights a pivotal moment in the industry's digital transformation. With streaming dominating viewing habits and ad spending shifting accordingly, there's a profound opportunity to innovate in personalized ad experiences. Maximizing data-driven insights and creative potential in CTV promises to reshape how brands connect with audiences, marking a dynamic shift towards more engaging and measurable advertising strategies. 📺💡 #CTV #Advertising #Media

Hulu is testing out a new way to advertise: interactive games within their ad breaks! These "advergaming experiences" come in quiz and timed-challenge formats, offering a break from traditional ads while still promoting products. https://lnkd.in/efeU7Ysm Interactive ads could be a game-changer for the future of advertising. What do you think? #advertising #interactiveads #playableads

https://lnkd.in/ea63cbUW Wish we were on stage to clarify and answer some of the questions on this panel: - Yes, remote control interactivity outperforms QR codes by 156X - we have enough data on this to call it a fact. "QR codes not so hot" is correct. - To Todd Hay, formats that let a viewer click the remote to send an offer or cart to their phone do exist - BrightLine enables that for Peacock and Max among many others, and the one-click results are strong. - Engagement rates are "surprisingly more than you'd think" is definitely true - upwards of 5%-7% for the most engaging formats, and as high as 20% for choice based. Thx Lily Panchasarp - "Director of sales at Disney Ads, thinks the 'interactivity of ads is going to continue to always rise.'" Absolutely agree, as do the numbers with over 127 campaigns this past quarter alone!!! Bevin Fletcher, Brett Sappington #CTV #CTVadvertising The StreamTV Show, StreamTV Insider