Deprecated: Return type of WP_Theme::offsetExists($offset) should either be compatible with ArrayAccess::offsetExists(mixed $offset): bool, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/class-wp-theme.php on line 554
Deprecated: Return type of WP_Theme::offsetGet($offset) should either be compatible with ArrayAccess::offsetGet(mixed $offset): mixed, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/class-wp-theme.php on line 595
Deprecated: Return type of WP_Theme::offsetSet($offset, $value) should either be compatible with ArrayAccess::offsetSet(mixed $offset, mixed $value): void, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/class-wp-theme.php on line 535
Deprecated: Return type of WP_Theme::offsetUnset($offset) should either be compatible with ArrayAccess::offsetUnset(mixed $offset): void, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/class-wp-theme.php on line 544
Deprecated: Return type of WP_REST_Request::offsetExists($offset) should either be compatible with ArrayAccess::offsetExists(mixed $offset): bool, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/rest-api/class-wp-rest-request.php on line 960
Deprecated: Return type of WP_REST_Request::offsetGet($offset) should either be compatible with ArrayAccess::offsetGet(mixed $offset): mixed, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/rest-api/class-wp-rest-request.php on line 980
Deprecated: Return type of WP_REST_Request::offsetSet($offset, $value) should either be compatible with ArrayAccess::offsetSet(mixed $offset, mixed $value): void, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/rest-api/class-wp-rest-request.php on line 992
Deprecated: Return type of WP_REST_Request::offsetUnset($offset) should either be compatible with ArrayAccess::offsetUnset(mixed $offset): void, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/rest-api/class-wp-rest-request.php on line 1003
Deprecated: Return type of WP_Block_List::current() should either be compatible with Iterator::current(): mixed, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/class-wp-block-list.php on line 151
Deprecated: Return type of WP_Block_List::next() should either be compatible with Iterator::next(): void, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/class-wp-block-list.php on line 175
Deprecated: Return type of WP_Block_List::key() should either be compatible with Iterator::key(): mixed, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/class-wp-block-list.php on line 164
Deprecated: Return type of WP_Block_List::valid() should either be compatible with Iterator::valid(): bool, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/class-wp-block-list.php on line 186
Deprecated: Return type of WP_Block_List::rewind() should either be compatible with Iterator::rewind(): void, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/class-wp-block-list.php on line 138
Deprecated: Return type of WP_Block_List::offsetExists($index) should either be compatible with ArrayAccess::offsetExists(mixed $offset): bool, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/class-wp-block-list.php on line 75
Deprecated: Return type of WP_Block_List::offsetGet($index) should either be compatible with ArrayAccess::offsetGet(mixed $offset): mixed, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/class-wp-block-list.php on line 89
Deprecated: Return type of WP_Block_List::offsetSet($index, $value) should either be compatible with ArrayAccess::offsetSet(mixed $offset, mixed $value): void, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/class-wp-block-list.php on line 110
Deprecated: Return type of WP_Block_List::offsetUnset($index) should either be compatible with ArrayAccess::offsetUnset(mixed $offset): void, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/class-wp-block-list.php on line 127
Deprecated: Return type of WP_Block_List::count() should either be compatible with Countable::count(): int, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /home/superbeet/dev.beet.tv/wp-includes/class-wp-block-list.php on line 199
Deprecated: DateTime::__construct(): Passing null to parameter #1 ($datetime) of type string is deprecated in /home/superbeet/dev.beet.tv/wp-includes/script-loader.php on line 333
Deprecated: trim(): Passing null to parameter #1 ($string) of type string is deprecated in /home/superbeet/dev.beet.tv/wp-includes/class-wp.php on line 173
Warning: Cannot modify header information - headers already sent by (output started at /home/superbeet/dev.beet.tv/wp-includes/class-wp-theme.php:9) in /home/superbeet/dev.beet.tv/wp-includes/rest-api/class-wp-rest-server.php on line 1667
Warning: Cannot modify header information - headers already sent by (output started at /home/superbeet/dev.beet.tv/wp-includes/class-wp-theme.php:9) in /home/superbeet/dev.beet.tv/wp-includes/rest-api/class-wp-rest-server.php on line 1667
Warning: Cannot modify header information - headers already sent by (output started at /home/superbeet/dev.beet.tv/wp-includes/class-wp-theme.php:9) in /home/superbeet/dev.beet.tv/wp-includes/rest-api/class-wp-rest-server.php on line 1667
Warning: Cannot modify header information - headers already sent by (output started at /home/superbeet/dev.beet.tv/wp-includes/class-wp-theme.php:9) in /home/superbeet/dev.beet.tv/wp-includes/rest-api/class-wp-rest-server.php on line 1667
Warning: Cannot modify header information - headers already sent by (output started at /home/superbeet/dev.beet.tv/wp-includes/class-wp-theme.php:9) in /home/superbeet/dev.beet.tv/wp-includes/rest-api/class-wp-rest-server.php on line 1667
Warning: Cannot modify header information - headers already sent by (output started at /home/superbeet/dev.beet.tv/wp-includes/class-wp-theme.php:9) in /home/superbeet/dev.beet.tv/wp-includes/rest-api/class-wp-rest-server.php on line 1667
Warning: Cannot modify header information - headers already sent by (output started at /home/superbeet/dev.beet.tv/wp-includes/class-wp-theme.php:9) in /home/superbeet/dev.beet.tv/wp-includes/rest-api/class-wp-rest-server.php on line 1667
Warning: Cannot modify header information - headers already sent by (output started at /home/superbeet/dev.beet.tv/wp-includes/class-wp-theme.php:9) in /home/superbeet/dev.beet.tv/wp-includes/rest-api/class-wp-rest-server.php on line 1667
{"id":53479,"date":"2018-06-24T21:28:12","date_gmt":"2018-06-25T01:28:12","guid":{"rendered":"https:\/\/www.beet.tv\/?p=53479"},"modified":"2018-06-24T21:28:12","modified_gmt":"2018-06-25T01:28:12","slug":"truexs-midha-revels-in-vogue-for-lower-ad-load","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2018\/06\/truexs-midha-revels-in-vogue-for-lower-ad-load.html","title":{"rendered":"true[X]’s Midha Revels In Vogue For Lower Ad Load"},"content":{"rendered":"true[X] may have been operating more than a decade now. But could the most recent of technology controversies be about to put the company in the sun?<\/p>\n
The technology company, owned by 21st Century Fox, helps consumers see fewer ads in digital video when they engage with an initial interactive commercial – effectively bartering their input for a benefit.<\/p>\n
Over the last year, consumers have become more aware than ever of the same kind of value exchange – the one in which they are trading their personal data for free online services. That could be good timing for true[X] president Pooja Midha.<\/p>\n
“If we want to capture better quality of attention, then we need to give the consumer back something for giving us that,” she tells OMD chief investment officer Ben Winkler in this fireside chat at Beet Retreat.<\/p>\n
“And so the opportunity as it manifests in video is to either watch the rest of the episode ad-free in exchange for engaging for 30 seconds at a minimum, or to skip the rest of a commercial pod in exchange for engaging for a minimum of 30 seconds.”<\/p>\n
Growing awareness of the economics of attention in technology are not the only way in which business is coming in to true[X]’s orbit. In broadcasting, too, networks are falling over themselves to reduce their ad length, ad load or pod duration, in response to booming ad-free subscription video consumption.<\/p>\n
For broadcasters, fewer ads may sound like it would add up to fewer dollars. But, Midha says, when you manage to engage<\/em> viewers,\u00a0the opposite is true – advertisers will pay more for less.<\/p>\n“In our experience they will,” she says. “we’re operating in a business that has, for many, many years … transacted on a couple of very specific metrics. And, as a result, we’ve built an entire planning system at the agencies, we’ve built an entire evaluation system at the clients of those agencies, and we’ve built an entire culture inside the media companies, of focusing on a couple of numbers.”<\/p>\n
When partners are shown alternative numbers – the ones that illustrate how engagement moves the needle – a light goes on.<\/p>\n
“We get people nodding along, and they’re like, ‘Yup, this is exactly the kind of thing I want to buy’,” she claims.<\/p>\n
Operators like Turner, Fox and NBCUniversal have been experimenting with reducing their ad load or length in response to growing consumer resistance to interruptive ad practices.<\/p>\n
But it’s a furrow true[]X] has been plowing for a while. “A couple of years ago what we were doing was seen as bananas, and now you see every network head talking about it,” Midha suggests. “I’m really heartened by some of the changes that we see, and some of the movement we see.”<\/p>\n
This fireside was anchored by OMD chief investment officer Ben Winkler.<\/em><\/p>\nThis video was produced at the Beet Retreat in City & Town Hall<\/a> on June 6, 2018 in New York City. The event and video series are presented by LiveRamp, TiVo, true[X] and 605. For more videos from the series, please visit this page.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"true[X] may have been operating more than a decade now. But could the most recent of technology controversies be about to put the company in the sun? The technology company, owned by 21st Century Fox, helps consumers see fewer ads in digital video when they engage with an initial interactive commercial – effectively bartering their […]<\/p>\n","protected":false},"author":15,"featured_media":53482,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7289],"tags":[5143,7263],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/53479"}],"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\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=53479"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/53479\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/53482"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=53479"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=53479"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=53479"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}