Assorted streaming apps are seen on an iPhone, including Netflix, HBO Max, Disney Plus, Amazon Prime Video, YouTube, Apple TV, Sling TV, Roku, and Hulu.
Photo: iStock | hapabapa

The advertising potential of streaming platforms has entered the hype cycle as Netflix and Disney+ recently rolled out ad-supported streaming tiers. The retail media arms of Kroger, Best Buy and Instacart want in on the action.

Other ad-supported streaming platforms include Roku, Disney’s Hulu, Comcast’s Peacock, Paramount’s Pluto TV, and Amazon’s Freevee.

With a more robust value proposition for advertisers than linear TV (traditionally scheduled programming), streaming TV or connected TV (CTV) promises to allow advertisers to target audiences granularly based on data provided by the host platforms, such as zip code and viewing habits.

“Youth-obsessed advertisers are turning to streaming to reach younger people who have gravitated to those services and to find the legions of Americans who have ditched their traditional pay-TV packages altogether in favor of streaming. Brands also find streaming attractive because it often enables them to target ads to specific audiences, similar to the way digital ads have worked,” The Wall Street Journal reports.

First-party data from retail media networks (RMNs) has increasing appeal because it’s based on actual consumer behavior and purchases and due to the impending loss of third-party cookies.

Insider Intelligence predicts that more than 80 percent of RMNs’ placement will remain online for several years, but the next growth spurt will be off-site inventory from CTV to digital out-of-home and in-store.

As usual, the challenge is linking advertising to purchases.

Best Buy, in early March, agreed to allow Roku to use its customer purchasing data for ad-targeting.

Disney, in mid-April, partnered on a beta test that will let CPG firms tap Kroger shopper data to reach target audiences across select Disney inventory, starting with Hulu.

“Together with Disney, we’re building more meaningful moments with measurable brand impact,” said Cara Pratt, Kroger Precision Marketing SVP.

Instacart announced a partnership with Roku last week to enable advertisers to leverage purchasing data from more than 1,100 retail banners and over 80,000 stores in North America.

“Our partnership with Instacart makes it easier to measure actual return on advertising spend in e-commerce and meet consumers where they are – streaming TV,” said Alison Levin, VP of ad revenue and marketing solutions, Roku.

BrainTrust

“There are huge opportunities here and while it may seem a bit creepy at first, I don’t think consumers would be that bothered since the ads will be extremely relevant.”

Melissa Minkow

Director, Retail Strategy, CI&T


“The ability to personalize based on viewing habits, known identity, and demographics will be powerful in defining how brands will advertise.”

Ananda Chakravarty

Vice President, Research at IDC


“There is no reason not to do this. Shopper data has first party IDs that can be pushed for activation to the addressable TV platforms.”

Joel Rubinson

President, Rubinson Partners, Inc.

Discussion Questions

DISCUSSION QUESTIONS: Do streaming TV platforms have a targeting advantage over linear TV? What do you think of the potential marriage between retail media networks and streaming TV? 

Poll

Is streaming TV a better targeting opportunity for brands than linear TV?

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30 responses to “Is Streaming TV Retail Media’s Next Growth Driver?”

  1. Melissa Minkow Avatar
    Melissa Minkow

    I was *just* thinking about this. I watched Jury Duty on Freevee over the last week, and it was advertising a product I bought recently on Prime — no doubt that data was connected. There are huge opportunities here, and while it may seem a bit creepy at first, I don’t think consumers would be that bothered since the ads will be extremely relevant.

  2. David Naumann Avatar
    David Naumann

    Advertising on streaming TV platforms offers advertisers much more control to target specific customers based on purchase and viewing data. It might get a little creepy for consumers though.

  3. Ananda Chakravarty Avatar
    Ananda Chakravarty

    Streaming TV and CTV will be the next advertising marker on the path to customer engagement. The ability to personalize based on viewing habits, known identity, and demographics will be powerful in defining how brands will advertise. Mix in the shopping perspective and even real-time linking to that cool new Tom Cruise aviator jacket and it will become even more compelling. The popularity of RMNs will grow at its own pace anyhow, but the intersection of CTV and RMN media will integrate shopping behavior and loyalty programs with customer viewing habits for even more privacy intrusion — but highly personal ads with higher ROAS.

  4. Dave Bruno Avatar
    Dave Bruno

    As long as consumers continue to tolerate ads interrupting their streaming (something I am not convinced they will in large numbers), then advertising there is an ideal place for retail to be: targeted ads with potentially some tracking of purchases afterward. And I do mean targeted. A marketer’s dream.

    1. Gene Detroyer Avatar
      Gene Detroyer

      To your point, Dave, nothing annoys me more than when I pick a show to watch on Prime and (since I didn’t pay attention) it streams on Freevee. There is nothing I have ever found that I want to watch that much. Yes, I immediately choose something else to watch without ads.

      1. Gary Sankary Avatar
        Gary Sankary

        You and me both Gene. Ive been trying to figure out how to block FreeVee from my Amazon TV, (not likely to happen) and I get super annoyed when that app opens.

    2. Gary Sankary Avatar
      Gary Sankary

      I agree with you Dave. At the moment, on my Alexa-operated Samsung TV, I still have the option to opt out of personalized ads. I’m not naive enough to think they aren’t still tracking. But between opting out and paying for higher tier streaming options that don’t have ads, I think I can tolerate some data gathering. If they ever get rid of the opt out service, I’ll ditch the OS and go to a streaming device that does allow me to opt out of personalization.

  5. Lisa Goller Avatar
    Lisa Goller

    Streaming TV’s growth is soaring, as it offers more precise data on actual media consumption compared to linear TV.

    As content and commerce converge, retail media will evolve with shoppable video to reach consumers where they already spend time.

    1. Richard Hernandez Avatar
      Richard Hernandez

      Yes, exactly. I see a major push towards streaming and retail media will definitely need a plan to reach those consumers. For example, QVC has created a streaming service but, so far, it has been slow going to move regular customers or attract new customers to the streaming option. Time will tell the overall acceptance of shopping on the streaming options.

  6. David Spear Avatar
    David Spear

    Streaming is definitely where the eyeballs are, and it also affords a more precise advertising target.

  7. Gene Detroyer Avatar
    Gene Detroyer

    Streaming TV platforms have a great targeting advantage over linear TV. The data on the viewers is rich, and the viewers are locked in by choice.

    The real question is how much viewers will put up with ads. My vote is “not at all.”

    1. Ryan Mathews Avatar
      Ryan Mathews

      Gene,

      As I mentioned in my comment, some will — but they aren’t likely to be the audience many advertisers are trying to reach. As I said, I’m with you when it comes to Freevee. Kill the ads and pass the popcorn.

  8. Georges F Mirza Avatar
    Georges F Mirza

    Streaming offers unprecedented tracking of personas watching programming compared to linear TV. All devices or apps offer multiple profiles and continuously collect data about preferences and viewing habits. So yes, targeting will continue to get more granular, personal, and effective even on the go. The marriage between the two is logical and a natural progression.

    1. Gene Detroyer Avatar
      Gene Detroyer

      Is the marriage between the two a logical and natural progression? The real question is, who will watch?

      1. Georges F Mirza Avatar
        Georges F Mirza

        Well, for ad-supported platforms, the audience has no option but to watch. Even if they opt for the paid service, the devices themselves are displaying ads and learning to target audiences in many innovative ways. Think Amazon Firestick, Alexa, and all the apps/services under that umbrella… Think of watching live sports events without ads? Even if you fast forward, if recorded, notice all the banners. They learn a lot about personas by what they watch and all the related data getting to the event of selecting and clicking to view. Over time, they get more innovative and more targeted. Who will watch? if you have a device, you are watching, and they are collecting, and finding ways to target.

      2. Gene Detroyer Avatar
        Gene Detroyer

        Collecting is not the issue. There is no doubt that the data available today is leagues richer and more usable than even a short time ago. I have no doubt that my data is being collected even as I stream on my no-advertising alternatives. The real question is who will choose to watch the ads? Maybe you. Not I.

      3. Georges F Mirza Avatar
        Georges F Mirza

        I do not want to watch the ads either. I am saying that they are finding innovative ways to show us these ads.

      4. Gene Detroyer Avatar
        Gene Detroyer

        Hopefully, for every innovative way, they come up with, someone matches them with an innovative way to avoid them. Since someone came up with a videotape machine to watch a recorded show, the fast-forward button has been embraced, and the trend to avoid ads has accelerated.

      5. Georges F Mirza Avatar
        Georges F Mirza

        True, but think of banners during sports games or a drink during a show… that’s what I mean by alternative ways to track back to profiles and learn to target better.

      6. Gene Detroyer Avatar
        Gene Detroyer

        I agree, George. I will watch an ad or two to see Aaron Judge hit a home run.

  9. Ricardo Belmar Avatar
    Ricardo Belmar

    It’s clear that CTV offers better targeting and more data that makes a connection to RMNs very appealing for brands who want to reach the right consumer at the right time. This targeting technology will only improve over time and it’s definitely a part of the future for RMNs as they expand beyond e-commerce marketplaces.

    Sure, there remains the question of just how many ads consumers will tolerate. Advertising is a way of life for many consumers who seek content but don’t want to pay the higher price to eliminate ads. And even when you do, most streaming platforms are still leveraging preroll ads and post-show ads in those higher priced tiers. The higher price just eliminates the ads in the middle of the programming and I expect this is the future of CTV as content creation continues to become more and more costly to lure those subscribers. Teaming with RMNs is another way for the streaming platform to recoup those content creation costs. It’s a win-win-win for brands, streaming platforms and RMNs. For consumers? We’ll see just how much is tolerated!

  10. Ryan Mathews Avatar
    Ryan Mathews

    Potentially, anything has an advantage over anything else. In actuality people increasingly like uninterrupted content. This explains the growth of cable television, satellite radio, and so on. Is there an audience for commercially interrupted content? Of course. Is it the audience many advertisers are looking for? Not so much. Add to that the ongoing issue of linking advertising to purchasing and I think streaming TV platforms have a couple of hurdles to clear before it qualifies as marketing’s next digital magic wand. For now, I’m with Gene Detroyer. I’ll take my content minus the three minute blocks of advertising — oddly often in Spanish — that seem to regularly pop into Freevee broadcasts, generally at totally inappropriate moments. If I wanted ads, I wouldn’t be paying a small fortune every month to avoid them, and I’m betting Gene and I aren’t the only ones that feel this way.

    1. Gene Detroyer Avatar
      Gene Detroyer

      Like you, I obviously do pay that “small fortune” to avoid ads and interruptions. The secret is I would pay even more to get more selection and no ads.

  11. Joel Rubinson Avatar
    Joel Rubinson

    There is no reason not to do this–bringing together the two biggest growth areas in advertising. Shopper data has first party IDs that can be pushed for activation to the addressable TV platforms. In fact I already ran an experiment where we pushed frequent shopper IDs via Experian and LiveRamp to Roku. There were no issues at all making this work and there was a huge upside.

  12. Mohammad Ahsen Avatar
    Mohammad Ahsen

    Forecasting the near future, eMarketer estimates that the bulk of TV viewership will crossover to digital by 2024. There’s good reason why the industry is transitioning from linear TV to CTV advertising:
    -Reach
    -Targeting
    -Omnichannel
    -Addressable
    -Real-time optimization
    -Impression-based measurement and attribution

    Audiences are drawn to simple, effective, and helpful ads. As a result, more companies will look to roll out shoppable ad features to make the path to conversion even easier on OTT/CTV. I could see a merger of linear TV and connected TV appears to be a mixed model for buyers in the coming years.

  13. Oliver Guy Avatar
    Oliver Guy

    I recall reading that Netflix are able to tell when a couple have had an argument – because their viewing habits change – it could well be that this level of insight – combined with what retailers know about customers provides phenomenal targeting capability.
    It is also interesting to note how Amazon are now starting to sell specific products from their productions – the new production Citadel offers viewers the opportunity to buy specific products from the series – the clothing the stars wear for example. This is well beyond product placement and could well be a recipe for collaborations between retailers and film-makers.

  14. Michael Zakkour Avatar
    Michael Zakkour

    In 2017, at the Channel Advisor conference in San Diego I debuted a future model for retail that broke things down into Mega-Ecosystems, Habitats (online and offline) and Platforms (Platform Retail). My theory on the latter was that Platforms like Netflix, Twitch, Roblox, Hulu would become central players in retailing and advertising. Six years later, the skepticism I was met with, has been proven wrong. Streaming services are in retail now and their presence will grow as a sales and marketing platform.

  15. Brad Halverson Avatar
    Brad Halverson

    The first version of streaming TV platforms (digital on demand) was in the 1990’s as the cable tv industry was building out high speed digital networks. Dozens of start-ups were testing, promising true one-to-one media connections with customers. The promise then still holds today. Going deeper with customers will yield higher revenues and lasting loyalty if the customer feels what they are being offered aligns closely to them. Success is going to require this extra leg work to pay dividends.

  16. David Biernbaum Avatar
    David Biernbaum

    We are working through a very transformative time in consumer goods and retail advertising.

    Streaming platforms are replacing a significant chunk of traditional platforms, but there are so MANY streaming platforms to pick and choose from with plenty of overlap between them.

    Retail media has no real choice but to participate if it wants to reach as many consumers as it did when traditional television was dominant. The targeting advantages are clear to party cloudy. Platforms such as Hulu claim to tailor our specific messaging to exactly the right audiences. But do they?

    Do we yet have enough reliable data to know which demos stream what – – on what? The popular answer is yes, but the truthful answer is no.

    For one, the loyalty to streaming platforms is volatile. Consumers are constantly adding, switching, combining, and overlapping.

    One platform might be purchased only because a local sports team is on it, but that doesn’t mean the same viewer is tuned in to other programming on the same platform.

    The popularity of one platform or another is quite fickle. And when a certain platform picks up a particular “series” it might get purchased for only the free trial, then cancelled.

    What we have to keep in mind is that most platforms are expensive and without true bundles, consumers are very choosy but erratic.

    But in any case, consumer goods and retail advertising need to use streaming platforms, trial and error, with constant attention to fluid changes, not year to year, not just season to season, but more effectively month to mouth. And every month is ratings season.

  17. Kenneth Leung Avatar
    Kenneth Leung

    Web experiences have trained the new shoppers that data is being used to target ads to them. Most people I don’t think opt out even when prompted since they understand it is part of the subsidized experience. There will be a group that will opt out and as long as there is an easy option to do so, I don’t see an issue with it.

30 Comments
oldest
newest
Melissa Minkow
Melissa Minkow
3 months ago

I was *just* thinking about this. I watched Jury Duty on Freevee over the last week, and it was advertising a product I bought recently on Prime — no doubt that data was connected. There are huge opportunities here, and while it may seem a bit creepy at first, I don’t think consumers would be that bothered since the ads will be extremely relevant.

David Naumann
David Naumann
3 months ago

Advertising on streaming TV platforms offers advertisers much more control to target specific customers based on purchase and viewing data. It might get a little creepy for consumers though.

Ananda Chakravarty
Ananda Chakravarty
3 months ago

Streaming TV and CTV will be the next advertising marker on the path to customer engagement. The ability to personalize based on viewing habits, known identity, and demographics will be powerful in defining how brands will advertise. Mix in the shopping perspective and even real-time linking to that cool new Tom Cruise aviator jacket and it will become even more compelling. The popularity of RMNs will grow at its own pace anyhow, but the intersection of CTV and RMN media will integrate shopping behavior and loyalty programs with customer viewing habits for even more privacy intrusion — but highly personal ads with higher ROAS.

Dave Bruno
Dave Bruno
3 months ago

As long as consumers continue to tolerate ads interrupting their streaming (something I am not convinced they will in large numbers), then advertising there is an ideal place for retail to be: targeted ads with potentially some tracking of purchases afterward. And I do mean targeted. A marketer’s dream.

Gene Detroyer
Gene Detroyer
  Dave Bruno
3 months ago

To your point, Dave, nothing annoys me more than when I pick a show to watch on Prime and (since I didn’t pay attention) it streams on Freevee. There is nothing I have ever found that I want to watch that much. Yes, I immediately choose something else to watch without ads.

Gary Sankary
Gary Sankary
  Gene Detroyer
3 months ago

You and me both Gene. Ive been trying to figure out how to block FreeVee from my Amazon TV, (not likely to happen) and I get super annoyed when that app opens.

Gary Sankary
Gary Sankary
  Dave Bruno
3 months ago

I agree with you Dave. At the moment, on my Alexa-operated Samsung TV, I still have the option to opt out of personalized ads. I’m not naive enough to think they aren’t still tracking. But between opting out and paying for higher tier streaming options that don’t have ads, I think I can tolerate some data gathering. If they ever get rid of the opt out service, I’ll ditch the OS and go to a streaming device that does allow me to opt out of personalization.

Lisa Goller
Lisa Goller
3 months ago

Streaming TV’s growth is soaring, as it offers more precise data on actual media consumption compared to linear TV.

As content and commerce converge, retail media will evolve with shoppable video to reach consumers where they already spend time.

Richard Hernandez
Richard Hernandez
  Lisa Goller
3 months ago

Yes, exactly. I see a major push towards streaming and retail media will definitely need a plan to reach those consumers. For example, QVC has created a streaming service but, so far, it has been slow going to move regular customers or attract new customers to the streaming option. Time will tell the overall acceptance of shopping on the streaming options.

David Spear
David Spear
3 months ago

Streaming is definitely where the eyeballs are, and it also affords a more precise advertising target.

Gene Detroyer
Gene Detroyer
3 months ago

Streaming TV platforms have a great targeting advantage over linear TV. The data on the viewers is rich, and the viewers are locked in by choice.

The real question is how much viewers will put up with ads. My vote is “not at all.”

Ryan Mathews
Ryan Mathews
  Gene Detroyer
3 months ago

Gene,

As I mentioned in my comment, some will — but they aren’t likely to be the audience many advertisers are trying to reach. As I said, I’m with you when it comes to Freevee. Kill the ads and pass the popcorn.

Georges F Mirza
Georges F Mirza
3 months ago

Streaming offers unprecedented tracking of personas watching programming compared to linear TV. All devices or apps offer multiple profiles and continuously collect data about preferences and viewing habits. So yes, targeting will continue to get more granular, personal, and effective even on the go. The marriage between the two is logical and a natural progression.

Gene Detroyer
Gene Detroyer
  Georges F Mirza
3 months ago

Is the marriage between the two a logical and natural progression? The real question is, who will watch?

Georges F Mirza
Georges F Mirza
  Gene Detroyer
3 months ago

Well, for ad-supported platforms, the audience has no option but to watch. Even if they opt for the paid service, the devices themselves are displaying ads and learning to target audiences in many innovative ways. Think Amazon Firestick, Alexa, and all the apps/services under that umbrella… Think of watching live sports events without ads? Even if you fast forward, if recorded, notice all the banners. They learn a lot about personas by what they watch and all the related data getting to the event of selecting and clicking to view. Over time, they get more innovative and more targeted. Who will watch? if you have a device, you are watching, and they are collecting, and finding ways to target.

Gene Detroyer
Gene Detroyer
  Georges F Mirza
3 months ago

Collecting is not the issue. There is no doubt that the data available today is leagues richer and more usable than even a short time ago. I have no doubt that my data is being collected even as I stream on my no-advertising alternatives. The real question is who will choose to watch the ads? Maybe you. Not I.

Georges F Mirza
Georges F Mirza
  Gene Detroyer
3 months ago

I do not want to watch the ads either. I am saying that they are finding innovative ways to show us these ads.

Gene Detroyer
Gene Detroyer
  Georges F Mirza
3 months ago

Hopefully, for every innovative way, they come up with, someone matches them with an innovative way to avoid them. Since someone came up with a videotape machine to watch a recorded show, the fast-forward button has been embraced, and the trend to avoid ads has accelerated.

Georges F Mirza
Georges F Mirza
  Gene Detroyer
3 months ago

True, but think of banners during sports games or a drink during a show… that’s what I mean by alternative ways to track back to profiles and learn to target better.

Gene Detroyer
Gene Detroyer
  Georges F Mirza
3 months ago

I agree, George. I will watch an ad or two to see Aaron Judge hit a home run.

Ricardo Belmar
Ricardo Belmar
3 months ago

It’s clear that CTV offers better targeting and more data that makes a connection to RMNs very appealing for brands who want to reach the right consumer at the right time. This targeting technology will only improve over time and it’s definitely a part of the future for RMNs as they expand beyond e-commerce marketplaces.

Sure, there remains the question of just how many ads consumers will tolerate. Advertising is a way of life for many consumers who seek content but don’t want to pay the higher price to eliminate ads. And even when you do, most streaming platforms are still leveraging preroll ads and post-show ads in those higher priced tiers. The higher price just eliminates the ads in the middle of the programming and I expect this is the future of CTV as content creation continues to become more and more costly to lure those subscribers. Teaming with RMNs is another way for the streaming platform to recoup those content creation costs. It’s a win-win-win for brands, streaming platforms and RMNs. For consumers? We’ll see just how much is tolerated!

Ryan Mathews
Ryan Mathews
3 months ago

Potentially, anything has an advantage over anything else. In actuality people increasingly like uninterrupted content. This explains the growth of cable television, satellite radio, and so on. Is there an audience for commercially interrupted content? Of course. Is it the audience many advertisers are looking for? Not so much. Add to that the ongoing issue of linking advertising to purchasing and I think streaming TV platforms have a couple of hurdles to clear before it qualifies as marketing’s next digital magic wand. For now, I’m with Gene Detroyer. I’ll take my content minus the three minute blocks of advertising — oddly often in Spanish — that seem to regularly pop into Freevee broadcasts, generally at totally inappropriate moments. If I wanted ads, I wouldn’t be paying a small fortune every month to avoid them, and I’m betting Gene and I aren’t the only ones that feel this way.

Gene Detroyer
Gene Detroyer
  Ryan Mathews
3 months ago

Like you, I obviously do pay that “small fortune” to avoid ads and interruptions. The secret is I would pay even more to get more selection and no ads.

Joel Rubinson
Joel Rubinson
3 months ago

There is no reason not to do this–bringing together the two biggest growth areas in advertising. Shopper data has first party IDs that can be pushed for activation to the addressable TV platforms. In fact I already ran an experiment where we pushed frequent shopper IDs via Experian and LiveRamp to Roku. There were no issues at all making this work and there was a huge upside.

Mohammad Ahsen
Mohammad Ahsen
3 months ago

Forecasting the near future, eMarketer estimates that the bulk of TV viewership will crossover to digital by 2024. There’s good reason why the industry is transitioning from linear TV to CTV advertising:
-Reach
-Targeting
-Omnichannel
-Addressable
-Real-time optimization
-Impression-based measurement and attribution

Audiences are drawn to simple, effective, and helpful ads. As a result, more companies will look to roll out shoppable ad features to make the path to conversion even easier on OTT/CTV. I could see a merger of linear TV and connected TV appears to be a mixed model for buyers in the coming years.

Oliver Guy
Oliver Guy
3 months ago

I recall reading that Netflix are able to tell when a couple have had an argument – because their viewing habits change – it could well be that this level of insight – combined with what retailers know about customers provides phenomenal targeting capability.
It is also interesting to note how Amazon are now starting to sell specific products from their productions – the new production Citadel offers viewers the opportunity to buy specific products from the series – the clothing the stars wear for example. This is well beyond product placement and could well be a recipe for collaborations between retailers and film-makers.

Michael Zakkour
Michael Zakkour
3 months ago

In 2017, at the Channel Advisor conference in San Diego I debuted a future model for retail that broke things down into Mega-Ecosystems, Habitats (online and offline) and Platforms (Platform Retail). My theory on the latter was that Platforms like Netflix, Twitch, Roblox, Hulu would become central players in retailing and advertising. Six years later, the skepticism I was met with, has been proven wrong. Streaming services are in retail now and their presence will grow as a sales and marketing platform.

Brad Halverson
Brad Halverson
3 months ago

The first version of streaming TV platforms (digital on demand) was in the 1990’s as the cable tv industry was building out high speed digital networks. Dozens of start-ups were testing, promising true one-to-one media connections with customers. The promise then still holds today. Going deeper with customers will yield higher revenues and lasting loyalty if the customer feels what they are being offered aligns closely to them. Success is going to require this extra leg work to pay dividends.

David Biernbaum
David Biernbaum
3 months ago

We are working through a very transformative time in consumer goods and retail advertising.

Streaming platforms are replacing a significant chunk of traditional platforms, but there are so MANY streaming platforms to pick and choose from with plenty of overlap between them.

Retail media has no real choice but to participate if it wants to reach as many consumers as it did when traditional television was dominant. The targeting advantages are clear to party cloudy. Platforms such as Hulu claim to tailor our specific messaging to exactly the right audiences. But do they?

Do we yet have enough reliable data to know which demos stream what – – on what? The popular answer is yes, but the truthful answer is no.

For one, the loyalty to streaming platforms is volatile. Consumers are constantly adding, switching, combining, and overlapping.

One platform might be purchased only because a local sports team is on it, but that doesn’t mean the same viewer is tuned in to other programming on the same platform.

The popularity of one platform or another is quite fickle. And when a certain platform picks up a particular “series” it might get purchased for only the free trial, then cancelled.

What we have to keep in mind is that most platforms are expensive and without true bundles, consumers are very choosy but erratic.

But in any case, consumer goods and retail advertising need to use streaming platforms, trial and error, with constant attention to fluid changes, not year to year, not just season to season, but more effectively month to mouth. And every month is ratings season.

Kenneth Leung
Kenneth Leung
3 months ago

Web experiences have trained the new shoppers that data is being used to target ads to them. Most people I don’t think opt out even when prompted since they understand it is part of the subsidized experience. There will be a group that will opt out and as long as there is an easy option to do so, I don’t see an issue with it.