Letting consumers opt in to engage with digital commercials in lieu of seeing a full pod of them is just \u201cthe tip of the spear\u201d in the quest to replace frequency based advertising, says Fox Networks\u2019<\/a> Joe Marchese. \u201cThis is where we\u2019d like to end up. But between here and there, there\u2019s a lot of better targeting of advertising based on who\u2019s watching reducing ad loads and the new ad formats.\u201d<\/p>\n

In an interview with Beet.tv, Marchese traces the path to the current state of consumers and their tolerance\u2014or lack thereof\u2014of ads from a longstanding blind spot.<\/p>\n

For too long, the TV industry \u201cthought too little about what consumers want and just thought this was a negotiation that was happening between content owners and advertisers,\u201d says Marchese, who is President of Advanced Advertising at Fox. \u201cIn reality, it was a three-party negotiation: content owners, advertisers and viewers.\u201d<\/p>\n

The last group have \u201cfought back\u201d as evidenced by the rise of ad blockers, DVR\u2019s, Netflix, Hulu Ad-Free and other choices, according to Marchese.<\/p>\n

He cites \u201cthe rash of virtual MVPD\u2019s\u201d like AT&T\u2019s new streaming offerings and as he looks ahead to CES 2017, believes there\u2019s no doubt that TV and video content will increasingly be delivered via IP.<\/p>\n

\u201cIf that\u2019s true and people are going to be logging in to watch television even on the big screen at home, what does that finally mean for advertisers?\u201d Marchese<\/a> posits. \u201cHow do we realize that?\u201d<\/p>\n

Among other things, he sees IP delivery fostering personalized ads and enabling advertisers to become \u201csmarter about targeting and reduce ad loads because the ads get better and more relevant.\u201d<\/p>\n

To Marchese, creativity doesn\u2019t always mean interactive ad design. \u201cSometimes it means designing different length commercials for different viewing experiences,\u201d he says. \u201cSometimes it will mean designing sequential commercial messages.\u201d<\/p>\n

In an IP environment, \u201cWe know that a person has seen commercial one,\u201d Marchese says. \u201cLet\u2019s show them commercial two now. That\u2019s a whole new way to think about advertising than a simple reach and frequency.\u201d<\/p>\n

In any event, more consumer choices have put the market in a very different place. \u201cContent owners and marketers are going to need to work together more than ever before,\u201d says Marchese.<\/p>\n

This interview is part of our series “The Road to CES,” a lead-up series in advance of CES 2017. \u00a0The series is presented by FreeWheel<\/a>. \u00a0 Please find more vidoes from the series here<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Letting consumers opt in to engage with digital commercials in lieu of seeing a full pod of them is just \u201cthe tip of the spear\u201d in the quest to replace frequency based advertising, says Fox Networks\u2019 Joe Marchese. \u201cThis is where we\u2019d like to end up. But between here and there, there\u2019s a lot of […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6006],"tags":[5281,4285,5801,6003,6005],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43785"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=43785"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43785\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=43785"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=43785"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=43785"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}