That age-old show business concept: heat.
Digital platforms like TikTok may be surging, but theres nothing quite like the living room.
One concern is its smaller capacity.
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Cord-cutting, too, is siphoning millions of customers away from pay-TV every year.
The consequences of those changes could be meaningful for advertising, Wieser wrote in a report forecasting 2024 trends.
National TV advertising will grow by low-single-digit percentages in the coming years, Wieser believes.
Prime Video’s ‘Thursday Night Football’Jason Hanna/Amazon Sports
Amazon, the No.
Programmatic advertising gained prominence as an online phenomenon as the internet evolved.
It has been making an occasionally awkward transition to video.
Buyers looking to get time on marquee Max shows likeSuccessionorThe Last of Uslargely do so the old-fashioned way.
Its just too premium of content to risk with where we are today with programmatic transactions, she said.
In the living room, there are also improvements to be made of the viewer experience.
Freewheels Dworin said he says the sense of viewer backlash is overstated.
Consumers remember ad repetition worse than it is, he said.
Those in the streaming ad trenches are dealing with massive complexity compared with the linear ecosystem.
Shared networks are used by a mosaic of programmers, distributors and vendors.
Marketers, too, know that they need to fish where the fish are.
There was always confusion, he said.
People would ask, Is this a digital buy?
Is it a video buy?
Is it a traditional buy?
And I think, thankfully, those days are gone.
This is a video buy across the board and its a premium buy.
