Streaming is the future, we constantly hear that. But where does this stand with advertising? After all advertising is what managed to bring the TV set in to every home and yet somehow the new Smart TVs are pushing back ads out of the small screen(yet not so small anymore).
So as more and more of us switch from traditional cable service providers to smart TVs and mini PCs for our daily source of entertainment, news, social and even communication we realize that we are standing in front of an advertising revolution that will have a greater impact that we are ready to admit.
We are quickly drifting towards an era where content is king and where the viewer will be able to customize his own network and even shows. With this incredible level of customization and interaction that we already have, is hard to believe that traditional television channels will matter any more or have any sort of say. As hard as they might try they will simply be deprived of their main source of income.
Adding to this ad blocking and pay per view networks it is hard to imagine that there is any room left for intrusive video advertising. So what is to be done if brands and companies want to reach out to their customers?
One practice will be the ever more increasing presence and pressure of branded materials within the actual films and shows.As some seem to prefer this over constant interruption of their favourite show some say that this robes the actual show of magic and value if done in an aggressive fashion. Quite interesting as some companies seem to pay record sums these days so that your favourite hero wears drinks and drives their brands.
Another well expected practice will be that streaming providers will tap and analyzed the viewer’s profile and Film Streaming preferences and they will be able (and hopefully ask For permission to ) generate targeted ad content at the beginning of our favourite show or film, just like YouTube.
All sounds fair and nice to actually see relevant ad content but we know that there is a whole lot of us who really despise traditional ads and will eventually apply an ad blocker or just deny ads within our personal stream.
A more interesting approach will be for marketers and agencies to actually listen to their customers and back actual quality products. As we have seen in the recent years there is a huge demand for non traditional Hollywood recipe productions.This can be easily quantified with the ever-growing number of film festivals and the huge crowds that they are pulling in. As one can argue that a stealthier way of advertising might actual be more on the immoral side when brands capitalize on the emotional factor of the viewer, it can not be denied that at the same time brands are forced forewords in an effort to stand by what they endorse.
What is to be of video advertising is yet to be seen but the fact is it is here to stay. The way we manage it and how we integrate it within the ever-growing hunger for entertainment without annoying the viewer is a huge responsibility on all sides. What is changing the game now is the power shift towards the actual viewer and as an avid viewer for me content is king. So by actually tying and locking advertising into content we can ensure that the message is being delivered understood and has the biggest impact.As for filmmakers and show developers I have one thing to say, don’t sell out cheap!
Now is the time to capitalize on your power of innovation, originality and your ability of asking hard troublesome questions. Just don’t sell out, the audience is now in control and in the huge global market of home entertainment, that is opening up thanks to streaming, the quality and innovation will override cultural and lingual barriers.The more original and the more controversy a certain production raises the better is received by the public. And this is exactly what brands need to establish or revitalize themselves.Affiliating is nice but advocating for a brand is a dream for marketers. By backing up strong productions they draw strength towards their brands.