As the \u201cbattle of the titans\u201d in streaming television rages on, advertising won\u2019t be going away anytime soon, according to MediaLink\u2019s Michael Kassan. \u201cI think it\u2019s going to have to find its level,\u201d the Chairman & CEO says in this interview with Beet.TV at the 2019 Digital Content NewFronts. “I think it has to be reimagined.”<\/p>\n

At the NewFronts, strategic advisory firm<\/a>\u00a0MediaLink teamed with YouTube for a kickoff breakfast and discussion that included Tara Walpert Levy, VP of agency and brand solutions at Google and YouTube.<\/p>\n

Referring to the ever-rising competition among streaming TV providers, Kassan<\/a> observes, \u201cthere are peoples\u2019 careers who depend on it and there are companies that are looking at it as their future, and there\u2019s a lot of barbarians at the gates right now.\u201d<\/p>\n

He notes that after Disney announced Disney+<\/a>, Wall Street\u2019s reaction was to push the stock of the Walt Disney Co. \u201cto an all-time high.\u201d Similarly, WarnerMedia has \u201can amazing existing franchise with HBO and extending that and bringing Bob Greenblatt to the party I think is going to make a big statement,\u201d Kassan adds in a reference to the recently appointed Chairman of WarnerMedia Entertainment.<\/p>\n

He says Comcast and its NBCUniversal juggernaut \u201care certainly not to be counted out but very much in the middle of it. Not to underestimate YouTube, Facebook, Amazon, Netflix \u201cand you just go on and on. You\u2019ve got billions and billions of dollars being spent against the backdrop of creating content, and the consumer seems to have an insatiable appetite for that content.\u201d<\/p>\n

As for the prospects for advertising spending on television amid all the groundbreaking change, some question whether marketers that can\u2019t spend money the way they traditionally have done \u201care just going to put that to their bottom line. We know that\u2019s not the case because you still need to market your goods and services. I think it has to be reimagined. It\u2019s not going to be the way it was, that\u2019s for sure, but it will still exist and it will still thrive.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

As the \u201cbattle of the titans\u201d in streaming television rages on, advertising won\u2019t be going away anytime soon, according to MediaLink\u2019s Michael Kassan. \u201cI think it\u2019s going to have to find its level,\u201d the Chairman & CEO says in this interview with Beet.TV at the 2019 Digital Content NewFronts. “I think it has to be […]<\/p>\n","protected":false},"author":17,"featured_media":60209,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7965],"tags":[3238,3396,3397,7968,7969],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60207"}],"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=60207"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60207\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60209"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60207"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60207"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60207"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}