Given that all of the major SVOD services are now running advertising in one form or another (Apple and Amazon are running ads during their sports broadcasts, everyone else has, or will have, an ad-supported tier) we asked our TVREV Thought Leaders Circle members if they thought that would change the way brands view CTV and its importance vis a vis linear, and what changes still need to happen to make CTV more efficient and desirable.
Raf Bagdassarian, CEO at Paket Media was of the opinion that viewers might start to realize that paying for ad-free TV wasnโt such a burden after all and that various types of bundles would emerge from the current maelstrom as well.
Just as the pendulum swung hard toward SVOD, itโs swinging with a vengeance to AVOD. While this is a good and necessary adjustment, such swings invariably result in greater longer-term clarity as to what the market really wants. Services offering some hybrid approach of AVOD/SVOD may fare particularly well, as I suspect many consumers will realize spending a modest fee to minimize or eliminate ads wasnโt such a bad idea (what is a minute of oneโs life worth anyway?). Look also to novel bundling solutions that create premium value around consumer interests to more permanently drive the re-adoption of sub-based services.
Joseph Hirsch, General Manager of SpringServe, now part of Magnite, focused on the need to keep the consumer experience front and center, something he noted could be improved by systematic testing.
SVOD incorporating ad-supported tiers in their services provides more opportunities and more complexities for brands as they turn to CTV to reach audiences. The growth in CTV inventory, measurement and attribution options, and the innovations in identity solutions provides new opportunities to reach consumers through channels that were previously closed off to advertisers. The publishers, content owners and platforms that execute the best ad experiences while keeping the needs and…