Media Expert: Crafting Better Ads For A New Age Of Television Viewers

Media Expert: Crafting Better Ads For A New Age Of Television Viewers
Advertising

Jacqueline Corbelli, the Founder, Chairman, and CEO of BrightLine, discusses how TV's evolution presents an opportunity for advertisers who are willing to explore the vast opportunities that exist in this new Advanced TV world.

PSFK Op-Eds
  • 3 february 2017

To paraphrase Mark Twain, the reports of TV’s death have been greatly exaggerated. In fact, TV as a medium is experiencing a golden age. As result of better writing than ever, cord-cutting on the part of the consumers and technology facilitating, and networks embracing ‘TV everywhere, connected TV viewing overall jumped 65% over the past year. We are seeing the pieces align that will move us from the interruptive TV content and ad models to the TVtopia that we have all been dreaming about and building.

According to USA Today, the fastest growing TV and video segments are subscription streaming services and online video. The two are projected to increase from $7.4 billion to $10.4 billion by 2020. TV audiences, and younger demographics in particular, are discontinuing paid multi-channel subscription services delivered through cable in favor of content accessed on the internet, through sites like Netflix and Hulu. They want to binge-watch, stream content on a number of different devices, and ‘define their own video experience,’ in the words of the Washington Post.

This programming paradise is a boom for TV writers and directors, and we are seeing some of the best television programming in history. And this evolution in the industry presents an opportunity for those advertisers who are willing to explore the vast opportunities that exist in this new Advanced TV world.

One of the challenges in this enlightened TV content space is how to build an ad model that reflects the way users want to interact with marketing. Certainly, there are ways for those that do not want any ads to subscribe to a non-ad world. It will be more expensive but it will be available. This type of choice is critical for the progressive state of Advanced TV. But I believe that the ideal that we are seeing is a hybrid blend where people can engage with the relevant advertising content in a way that is not so brutally intrusive but more seamless to their interests.

For advertisers and agencies, we now have the technology platforms and distribution to deliver these targeted and engaging messages at scale.  Advertising creatives can use the same technology to add new dimensions of engagement to their stories.

While the predictions are that ad spending will continue to decrease for traditional venues such as cable TV, it will actually soar in digital TV arenas. And the culmination of advances in technology, quality-and-content of programming, and shifting consumer behavior that define TVtopia provides a unique opportunity for advertisers to recapture their creative core and reach consumers in dynamic, inventive ways that are intuitive with connected TV.

Imagine allowing a viewer to engage directly with an ad through their tablet or smart TV. They could change the color of a product, zoom in and out to get a more detailed view, and even share the content with their friends. We are about to experience the next age of TV advertising, where the most effective ads are served against the most varied, vibrant, valuable media-landscape in the world on demand, on almost any device, anytime, anywhere.  

Magna predicts that in 2017 alone, national TV advertising sales will decrease by 0.9%, while money spent on digital and video advertising will increase by 26%. This number is astounding, and it presents an enormous opportunity to conceive and create ads that are smarter, richer, and more engaging than ever before.

It’s not TV make-believe. It’s TVtopia.

Jacqueline Corbelli is the Founder, Chairman, and CEO of BrightLine, the leading advanced television ad solution providing dynamic and interactive ads across the connected OTT landscape. Jacqueline started her career as a banker before moving into change management, and then media. As a change agent, Jacqueline has worked closely with renowned economist, Jeffrey Sachs at the United Nations’ Sustainable Development Solutions Network. She is also working with the Vatican to identify how technology, media, and data can generate justice in society. What drew her to advanced TV advertising was the sweeping change being ushered in by the Internet and digital technologies. As an astute executive, she saw the prospect that shifting consumer behaviors held for media platforms and brands and the opportunity to put her change management skills to work to help redefine the relationship between the two. She thus launched BrightLine. 

Image: flash.pro | CC | Image resized

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To paraphrase Mark Twain, the reports of TV’s death have been greatly exaggerated. In fact, TV as a medium is experiencing a golden age. As result of better writing than ever, cord-cutting on the part of the consumers and technology facilitating, and networks embracing ‘TV everywhere, connected TV viewing overall jumped 65% over the past year. We are seeing the pieces align that will move us from the interruptive TV content and ad models to the TVtopia that we have all been dreaming about and building.

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+cable tv
+Culture
+Hulu
+Netflix
+op-ed
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+Social Media
+Social Media
+Streaming
+subscription service
+TV
+TV Advertising

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