Reflecting on\u00a0 the annual Upfronts and NewFronts, Dentsu Aegis Network\u2019s<\/a> Matt Seiler loves\u00a0 the plethora of television content choices. \u201cThat we\u2019re still talking about Upfronts and NewFronts and so on cracks me up, but whatever. Be that as it may, they continue,\u201d says the President of Brand Solutions for the global network.<\/p>\n

\u201cI think what\u2019s most exciting, and this might sound odd from an agency person\u2019s perspective, is Netflix,\u201d Seiler adds in this interview with Beet.TV.<\/p>\n

Why is that?<\/p>\n

\u201cBecause subscription has led to way better content. And like all things free capital market, that\u2019s led to more choice means got to be better. Content\u2019s better everywhere you look.\u201d<\/p>\n

He calls pay-TV content \u201cextraordinary.\u201d That, in turn, has made free TV content \u201chave to be that much better.\u201d<\/p>\n

But there\u2019s a need for aggregation of all that content because we can\u2019t all possibly keep track of where it is, according to Seiler<\/a>.<\/p>\n

\u201cAnd I think that the notion of that really good content being interrupted by nasty ads is wildly anachronistic. I love the platforms that are pushing for fewer interruptions that are being smarter about how brands are integrated.\u201d<\/p>\n

Integrating brands into \u201cthe really valuable stories that are being told and ensuring that they\u2019re there in a way that\u2019s reasonable\u201d is paramount. Brands should not engage in integrations just because they\u2019re just looking to insert themselves. \u201cThey\u2019re there because they\u2019re making the content better.\u201d<\/p>\n

He thinks this year\u2019s Upfront rituals will produce \u201ca lot better partnerships with the content creators and the brands and the agencies that work with them to ensure that when a brand\u2019s showing up that\u2019s a good thing.\u201d<\/p>\n

Along with proliferation of choice comes the need for aggregation and therefore a few trusted partners. \u201cThey\u2019re probably not going to be the few trusted partners that you and I had growing up of ABC, CBS, NBC, Fox, ESPN, et cetera. Those channels are going to look more like Prime and Netflix and YouTube as well as NBC, as well as some of those other channels,\u201d says Seiler.<\/p>\n

Nonetheless, he believes it\u2019s a great time to be a brand and a marketer. \u201cIt\u2019s confusing, but the choices are so much better and the idea of integration in the truest sense of the word is I think here.\u201d<\/p>\n

This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB\u2019s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Reflecting on\u00a0 the annual Upfronts and NewFronts, Dentsu Aegis Network\u2019s Matt Seiler loves\u00a0 the plethora of television content choices. \u201cThat we\u2019re still talking about Upfronts and NewFronts and so on cracks me up, but whatever. Be that as it may, they continue,\u201d says the President of Brand Solutions for the global network. \u201cI think what\u2019s […]<\/p>\n","protected":false},"author":17,"featured_media":51102,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7129],"tags":[5281,3379,6181,6610],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/51100"}],"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=51100"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/51100\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/51102"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=51100"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=51100"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=51100"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}