For streamers and broadcasters looking to break out of the clutter, machine learning models can … [+]
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With an explosion of programming in recent years, both in the scripted and non-scripted categories, the challenge for any original content producer and provider, either in the digital or linear space, is to be noticed. Just how do you stand out in a landscape gutted with an endless array of programming a la the traditional broadcasters, the over-the-top (OTT) video providers (Netflix, Amazon Prime, Hulu and Disney+, to name a few), the short-form specialists (You Tube, iTunes, Google Play and Dailymotion, for example), and, more recently, the social media platforms (including Twitter and TikTok)?
Then, of course, is the age-old dilemma: How do you find the type of programs the audience wants to consume?
“Content is king, of course. Just look at the shows that have broken out in recent years – Stranger Things, Tiger King, The Queens Gambit, The Mandalorian, and The Marvelous Mrs. Maisel, to name a few,” noted Robert Russo, President and CEO of RNR Media Consulting. “Then there are all the short-form entries. But how you market to the right people and what you can offer to entice the audience to watch is equally imperative. The traditional ways to normally promote a TV series or any form of content – on air, on radio, in print and, now, online and on social media — are just not sufficient.”
“Fifteen years ago, the shows you competed with were the ones airing in the time period. That’s how promotion was based,” noted Dave Morgan, COO, Simulmedia. “Then, once we had delayed viewing via the digital recorder, it was what was on the last couple of days. Suddenly, the marketer was competing with everything airing from the last week or so. Now, you are competing with everything that has ever been made, not to mention the record number of new stuff – both here and internationally.”
Launched in 2008, Simulmedia pioneered a data-first approach to TV and video advertising, helping brands target, plan, activate, measure and optimize all of their TV and video advertising.
“It’s no longer can I buy a page or do an integration in TV Guide, or can I buy enough spots to target the right people,” added Morgan. “Without question you have to get much smarter, you have to recognize that your audience is going to be smaller, and you need to have much deeper data driven insights.”
MUNICH, GERMANY – Presenter David Kirkpatrick, Mike Schroepfer of Facebook, Dave Morgan of … [+]
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By the Numbers
The aftermath of COVID-19, no doubt, was the unexpected deterrent in the rapid rise of original produced series. According to cable net FX, who coined the phrase “Peak TV,” the 493 scripted series produced across all platforms in 2020 (not including non-scripted) represented a seven percent dip from the 532 in 2019. Comparably, that was the first …….