It’s no coincidence that TV companies are facing a challenge to retain ad spend migrating to digital ecosystems run by the big native behemoths.<\/p>\n
Several initiatives and companies are now trying to tackle that problem. But what will it really take for TV to become a “platform”?<\/p>\n
In this panel discussion moderating by MediaLink’s Matt Spiegel for Beet.TV,\u00a0Viacom\u00a0Executive Vice President of advanced advertising Bryson Gordon describes his vision.<\/p>\n
“If you think traditionally of Facebook, Google, even Amazon as the three large advertising platforms, advertising ecosystems, then what is it about television, this thing that’s been around for 50-plus years?,” he asks, before laying out the template: “I think it really comes down to three things…<\/p>\n
Other executives on the panel responses to the idea.<\/p>\n
Consumers See TV and Digital as Joined\u00a0<\/strong><\/p>\n NBCUniversal SVP Denise Colella said\u00a0right now we can’t really start thinking about it as ‘TV is a separate entity from digital from addressable’, because the consumer doesn’t care.”<\/p>\n She said consumers don’t see TV as a single environment, because these days they consume TV content anywhere, seamlessly.<\/p>\n Accept inconsistency<\/strong><\/p>\n But the panel’s brand marketer, L’Oreal’s Nadine McHugh, was skeptical. Responding to Gordon’s wish that the TV makes it easy for brands to buy in a “consistent way”, she said: “When I hear ‘consistency’, I think it’s going to take 10 years to get it to where we need to go.<\/p>\n “It’s about where consumers want to consume video content. And they don’t care. We have to maybe be comfortable with being inconsistent within a consistency.”<\/p>\n This video is from a series of videos and sessions produced in partnership with FreeWheel at Cannes 2018 as part of the FreeWheel Forum on the Future of Television. You can find more videos from this series here<\/a>.<\/em>,This video is part of Beet.TV\u2019s coverage of Cannes Lions 2018.\u00a0 For more videos from Cannes,\u00a0please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" It’s no coincidence that TV companies are facing a challenge to retain ad spend migrating to digital ecosystems run by the big native behemoths. Several initiatives and companies are now trying to tackle that problem. But what will it really take for TV to become a “platform”? In this panel discussion moderating by MediaLink’s Matt […]<\/p>\n","protected":false},"author":15,"featured_media":54310,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7309,7313],"tags":[3397,4342,5395,5532,5916,6135,7352,7353],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/54280"}],"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=54280"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/54280\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/54310"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=54280"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=54280"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=54280"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}