The \u201cproliferation of great content\u201d on television platforms basically guarantees that advertisers will be chasing the right amount of advertising for a very long time. \u201cYou\u2019re going to naturally see consumers shift their viewing habits based on that,\u201d says Yale Cohen, EVP of Activation Standards at Publicis media.<\/p>\n

\u201cIf they\u2019re not happy with the experience and the ad load, they\u2019re going to try to find other places that they can. Essentially that\u2019s what\u2019s happening with subscription-based viewing.\u201d<\/p>\n

This is underscored when one considers demographics, Cohen<\/a> explains in this interview with Beet.TV.<\/p>\n

\u201cWe\u2019re seeing a lot more cord cutting, a lot more cord nevers, and it\u2019s becoming harder to find them in a meaningful impactful way.\u201d<\/p>\n

Cohen foresees a big change happening amid the growth of streaming TV choices. \u201cIt\u2019s an exciting year because there\u2019s so many new entrants into this year\u2019s NewFronts and Upfronts.\u201d<\/p>\n

He mentions \u201ca proliferation of new formats\u201d and more engaging units.<\/p>\n

\u201cWe\u2019re starting to see differences in how they come to us with how to reach someone who\u2019s binging content, someone who is a lean back experience, someone who\u2019s looking at vertical video differently.<\/p>\n

\u201cI think everyone is thinking about this year massively different than last year. It\u2019s a great opportunity for us as buyers and also for consumers as well.\u201d<\/p>\n

Cohen is particularly enthused about a return to storytelling, understanding how to work across screens and formats with frequency capping and \u201cdiving into new forms of measurement that can help us do that. And using creative formats like vertical video and more engaging ecommerce ads to help us to tell a better story for our advertisers.\u201d<\/p>\n

In short, there\u2019s many things for advertisers to examine and perhaps embrace.<\/p>\n

\u201cI think this is a wealth of an opportunity for our advertisers to start to dig deeper into what content is resonating with what target audience that they want,\u201d Cohen says. \u201cWe haven\u2019t yet seen the true potential of all the targeting capabilities that are now starting to happen as we shift into more of like a living room focus of linear plus OTT.\u201d<\/p>\n

This video is part of a series about the emergence of OTT as an advertising platform. For more interviews, please visit this page<\/a>. This series is presented by Premion<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The \u201cproliferation of great content\u201d on television platforms basically guarantees that advertisers will be chasing the right amount of advertising for a very long time. \u201cYou\u2019re going to naturally see consumers shift their viewing habits based on that,\u201d says Yale Cohen, EVP of Activation Standards at Publicis media. \u201cIf they\u2019re not happy with the experience […]<\/p>\n","protected":false},"author":17,"featured_media":60274,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7954],"tags":[6422,7955,7957],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60084"}],"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=60084"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60084\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60274"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60084"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60084"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60084"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}