Grace Wang

✅🖥️ New York Times (6/22): “Streaming has long been hailed as a promising business, because companies like Netflix can add additional subscribers at little extra cost. The more paying subs a service has, the more the company’s costs can be spread out over a large base, lowering the cost per sub. But those want lots of options, and the costs of making enough programming can be enormous. As a result, a streaming service’s profitability depends in large part on how many paying subs are needed before those TV shows and movies become cost-effective. There was a time when industry execs hoped that number might be as low as 100MM. But now the consensus among many of the executives interviewed is that the number is at least 200, and possibly more. “If you’re going to be a full entertainment service with live sports and tent-pole blockbusters today, 200MM is a number that can give you the scale with the hope for growth over time,” Amazon (execs have) said. Bob Chapek, Disney’s CEO until 2022, also agreed that 200 was the number that meant “you’re big enough to compete.” Netflix has reached that, and then some, with about 270MM paying subs. Moreover, those pay an industry-leading average of more than $11 per month. Netflix is highly profitable, with operating margins of 28 percent. In the first quarter of 2024, Netflix reported revenue of $9.4B, and $2.3B in net income. No one else comes close. Disney and Amazon are the only other streaming services with more than 200MM subscribers.” ⬇️ #streamingtv #ctvadvertising #avod #svod #ott #fast #upfronts

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Snapchat burst into the scene in 2011, a time before Stories and vanishing messages.   The platform has revolutionized communication with its ephemeral content.   What’s ephemeral content, you may ask?   Think snaps that disappear after 10 seconds. The same principle can be applied to Stories that vanish after 24 hours.   The fleeting nature of these fads creates a sense of urgency and excitement.   You can say the fear of missing out kicks in, encouraging users to engage in the moment.   But Snapchat’s impact goes beyond a quick thrill. We see echoes of Snapchat on Instagram and Facebook Stories.   Ephemeral content fosters authenticity. It inspires users to focus on the present.   But what does this mean for brands and marketers?   Snapchat’s sense of urgency can be leveraged to drive engagement and conversions.   It’s worth exploring Snapchat’s potential implications for marketing and beyond. This article does a great job ⬇️   #Snapchat #EphemeralContent #SocialMediaMarketing #Communication #TheFuture https://lnkd.in/gYR9se8G

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A new MAGNA Global / Roku study reveals TV streamers’ viewing habits. 👀 ➡️ The findings reveal opportunities for advertisers to reach streaming viewers more effectively. Jordan Rost, Head of Ad Marketing at Roku, notes, “Streamers are seeking ways to reduce friction and enhance content discovery during their browsing journey, and brands that help address these needs have a real opportunity to drive awareness and action at key moments.” Join Jordan and Kara Manatt, EVP Intelligence Solutions, MAGNA Global, 𝘁𝗵𝗶𝘀 𝗰𝗼𝗺𝗶𝗻𝗴 𝗪𝗲𝗱𝗻𝗲𝘀𝗱𝗮𝘆 𝗳𝗿𝗼𝗺 𝟭𝟮:𝟯𝟬-𝟭:𝟬𝟬 𝗣𝗠 for the next MMA Global webinar, 𝘍𝘳𝘰𝘮 ‘𝘗𝘰𝘸𝘦𝘳-𝘖𝘯’ 𝘵𝘰 ‘𝘗𝘰𝘸𝘦𝘳-𝘖𝘧𝘧’: 𝘈 𝘋𝘦𝘦𝘱 𝘋𝘪𝘷𝘦 𝘪𝘯𝘵𝘰 𝘵𝘩𝘦 𝘚𝘵𝘳𝘦𝘢𝘮𝘦𝘳’𝘴 𝘑𝘰𝘶𝘳𝘯𝘦𝘺. We'll cover: • Mood and motivations behind the streamer's content choices • A streamer's journey navigating to content and selecting what to watch • How fragmentation affects the TV viewing landscape • When streamers are most receptive to ads over the course of their viewing session and the types of ads that resonate • How factors like demographics, dayparts, and content type affect the streamer's journey    Register to hear live from the authors and participate in the Q&A. https://lnkd.in/e2avkbrF #streaming #advertising #MMAGlobal #marketing

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✅🖥️ AdExchanger (column; 6/21): “Beyond video ad currencies, streaming publishers and ad tech companies are zeroing in on outcomes-based measurement. Also in Cannes this week, Disney announced a new partnership with retail data provider Affinity Solutions, which collects sales and purchase data from banks and credit companies. Using Disney’s clean room tech, brands and buyers can use Affinity’s purchase data to plan and measure campaigns across Disney inventory. And it isn’t just entertainment giants like Disney with plans to put more attribution data to work in streaming. Last week, for example, the DSP Madhive acquired the omnichannel marketing platform Frequence. For Madhive, the goal is to create more opportunities to retarget streaming viewers on other channels. Since TV ads don’t drive direct clicks, retargeting is a popular tactic for applying performance marketing to CTV. And Madhive isn’t the only programmatic platform buying up tools for video and CTV performance marketing. Seedtag and Equativ each acquired a video-focused SSP – Beachfront and Sharethrough, respectively – to bolster their repertoire of CTV and video supply. What I’m wondering is this: How will the buzz at Cannes shape measurement and currency deliberations between now and the end of upfront negotiations?” ⬇️ #streamingtv #crossscreen #measurement #ctv #ott #upfronts https://lnkd.in/eCDWm4Hg

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As the exclusive partner of NBCUniversal, delivering ads across linear and digital TV for the 2024 Paris Olympics, XR Extreme Reach leveraged our AI-powered asset analysis to identify key trends around skin tone and gender representation in this year’s ads. Skin Tone Representation: Darker skin tones were featured in 38% of Olympic ads, surpassing the industry benchmark and the overall US TV ad average of 28% for the first half of the year. Gender Representation: While we celebrate gender parity among athletes and in prime time coverage, women’s representation in ads fell slightly short at 40%, 3% less than the industry benchmark. These findings underscore the power of data-driven insights in driving positive change. We’re committed to enabling brands to unleash their creative intelligence to create more inclusive and impactful campaigns. Read more here: https://bit.ly/3MdDAsG #CreativeIntelligence #Advertising #Paris2024 #XR

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