TelevisaUnivision’s Post

🚀🚀... great perspectives on the mega-announcement that (we first thought) took us by surprise, and (yet) did not really... The writing was on the wall for some time: we have reached a tipping point, whereby fragmentation has opportunity costs that exceed potential income leakage due to consolidation. As we recently published in our 2023 Global Sports Survey, 59% of fan struggle to access the content they love, and 56% would spend significantly more time watching sports if it was accessible… Now the question is: what will be the face of reconsolidation? The market suggests aggregation by a few platforms such as Disney, WBD and Fox is the way … I still believe that technology will eventually bring us to a softening of exclusivity through multi-platform licensing, where rights owners and media outlets collectively cooperate to serve (at scale) their communities and their unique preferences… the jury is out ! 2023 Altman Solon Global Sports Survey: https://lnkd.in/eA9pt_6T Christoph Sommer Matt Del Percio Robin Fasel Matteo Tiranti Pascal Stefan Livio Baumli Alessandro Oehy Davide Tesoro-Tess Ioannis Meletiadis Madeline Taylor Kate Fagan

Heading to Cannes?? If you want to know more about a Cookieless future with High Attention Media oozing in Creativity then make sure to catch up with Mark Slade & Jon Hudson

I helped build these graphics at Intel Corporation! One of the main reasons I thought this was important to work on is because I believe to get to the next level of understanding and performance we need to bring computational intelligence to sport. The reason I think that is because most athletes are using subjective information to train (what they spend 99% of their time doing) and get better. For example, at practice a sprinter may practice 30m block starts 5x. In each rep they’re working on something specific to get better. But the information they use to determine if they’re getting better is likely subjective and usually 3 things: how they felt, what the coach/camera saw, and what the stopwatch says. They try and synthesize those 3 things to determine if the rep was good. Athletes know their body so what they feel is somewhat valid but the reason athletes love looking at video is because we’re actually trying to match up what we feel with what we’re actually doing. Early in an athletes career they don’t match. After years of training they get closer. What the coach saw is valid too, especially an experienced coach who has seen a lot of athletes. But, the eyes and brain can’t process things at the same level as a computer. Put another way, computers see more, faster. From a purely technical standpoint a coach could miss fine details. Even so, their synthesis is the most important factor (and what should be coded into the software). If human motion can be turned into data I think we could learn a lot more. Anyway. At the time of making this we didn’t think it would continue to be used but I’m bullish on the idea that brining computational intelligence and data objectivity to a sport with somewhat subjective analysis is how we get to the next level in understanding and performance.

Warner Bros. Discovery Sports and CNN International are creating a marketplace for sports and political ad dollars. Sometimes, what’s old is new again. Warner Bros. Discovery seems to think so, as it has turned to programmatic guaranteed in its latest attempt to capture more ad dollars. These types of deals form the backbone of a new marketplace called WBD Connect, which consolidates ad inventory across CNN International Commercial (CNNIC) and WBD Sports Europe. Read more: https://buff.ly/4baN6aQ

What are you currently watching? During happy hour last week, we were talking about shows and movies we’ve seen lately. Would you believe me if I told you amongst the four of us in a group, none of us had watched the same thing… Fragmentation is at an all time high; especially when it comes to viewership. However, live sporting events is one of the few areas left on TV and streaming that (most people) come together to experience at the same time. Live sports is a huge opportunity to reach often fragmented segements in one place and the social buzz that solid creative work at one of these events can generate can be monumental. After all, what’s better than advertising? Free advertising 😉 and with live sports earned media can be worth up to millions of dollars 💵 #outlook2024 #digitalmarketing Digital Surgeons ——————— Image of John Halley, president of Paramount Advertising and Mary Ann Reilly Senior Vice President, Head of North America Marketing at Visa during a panel on how broadcast networks are delivering live special events with brands at the core.

London calling! 🇬🇧 AdWeek in London is just around the corner, and we’re gearing up to join in on the action! Interested in delving deeper into the world of Programmatic Native Advertising? Discover how our platform can revolutionize your approach. Book a mingle with our Country Manager Blake Seabrook and CEO Tomas Forsbäck, and let’s dive into some insightful discussions! 🚀 #AdWeek #ProgrammaticNativeAdvertising #Let’sChat

We're using neuroscience to test the effectiveness of our on-air integrations combined with traditional ads. One of our “guinea pigs” was our new show in Mexico, “Casados Con Hijos” (a Married with Children remake). We tested how the integration of the fast food restaurant, Carl’s Jr., in the show storyline affected audiences’ reception of the corresponding commercial break ad. We’re learning a ton. For example, the experiment helped us identify a scene in the show that might cause confusion with the integration. Overall, we saw a positive reaction to the ad in the commercial break with the integration. Viewers identified with the product, enjoyed the ad, and were motivated to look into the brand. We plan to use this method to improve our advertising experience — not only for our partners, but viewers as well. #media #entertainment #data #latinamerica #ad

The latest edition of Philly Ad News just dropped, and it features my article on political season and how it impacts digital advertising. Where do I even begin? It's an honor just to be nominated... 😉 #phillyadnews #digitaladvertising

I joined the Breaking and Entering Advertising show to talk about the Rising Marketer’s Guide series I’ve been working on since 2022 for ADWEEK. I ask agencies like VaynerMedia and PMG about their internship/fellowship programs and what it takes to get in. Then I write about each one. Stories are practical guides to popular advertising internships. Plus, there’s info on what makes an application standout. We also spotlight agency culture indicators, like program demographics, pay ranges and how many participants usually get hired fulltime. Check out the podcast for more⬇️ #AgencyLife #Internships #Marketing #Advertising #Branding #Media #DigitalMarketing

Juggling Rings and Political Things: How NBC Can Keep Viewers Hooked During the Olympics and DNC For advertisers, the Olympics is a golden opportunity to capture attention during a traditionally slow period in the entertainment cycle. As most shows conclude their spring seasons before Memorial Day, summer programming is typically dominated by live-action unscripted content, specials, and reruns. This makes it challenging for advertisers to achieve quality reach and frequency. The Tokyo 2021 Olympics averaged 15.5 million viewers per night, highlighting the growing complexity of engaging audiences in the digital age. The opening weekend of the Paris 2024 Olympics saw a significant improvement, averaging 34.5 million viewers across all NBCU platforms, an increase of nearly 80% over Tokyo. As we approach the DNC, NBC faces the challenge of balancing Olympic coverage with a political spectacle that could dominate the nation's focus. This situation calls for the same Sorkin-esque emotional finesse seen in the network's political drama “The West Wing.” I may not be Aaron Sorkin, but my book, “Moving Your Brand Out of the Friend Zone,” underscores the vital role of emotional engagement in marketing, and this is a prime example. Even amid the political drama, NBC must maintain a strong emotional connection with the viewers, ensuring they remain deeply engaged with the Olympics. Creating resonant narratives can ensure compelling content. The brand value equation (value = experience divided by price), also mentioned in my book, remains crucial. For NBC, the viewing experience must significantly outweigh the “price” of viewers’ time. Ensuring that audiences find value in it will minimize churn. Additionally, programming during such a pivotal moment requires careful planning. NBC should analyze data from past overlapping events and leverage digital platforms for both live and on-demand Olympic content. Advertisers must also diversify strategies, integrating campaigns across television and digital to maintain reach and frequency. Balancing Olympic coverage with an open DNC is a challenge and an opportunity to showcase strategic acumen. Edu-Tainment at its best! What strategies would you employ to tackle this challenge? #MediaStrategy #NBCU #OlympicCoverage #DNC2024 #MarketingInsights #DigitalEngagement #ViewerEngagement #AdvertisingStrategy #ThoughtLeadership