Title: Circling Back: Traditional TV Ad Models Navigate Towards Streaming - With a Twist
The surge of streaming services in the entertainment scene brought about an era of ad-free content, much to our enjoyment. However, the tide seems to be shifting, with ads making a comeback in our beloved shows. Yet, this is not the same old ad model we abandoned for subscription-based content; instead, we're faced with an opportunity to create a better experience for everyone involved.
As the CEO of an entertainment technology company, I understand the importance of advertisements and the need for content providers to monetize their offerings. But who enjoys an unwanted, irrelevant ad popping up during an intense movie scene? I, for one, admire high-quality, creative, and informative ads that resonate with my interests.
New technology now allows us to curate that experience for consumers, solving common pain points for brands and advertisers alike. We've come full circle, almost, with streaming services seeking new ways to finance their platforms, especially as subscriptions alone struggle to carry platforms to profitability.
This shift has led to a new frontier of personalized advertising where consumers can choose between a higher fee for ad-free content or a lower fee with ads. Additionally, new technology provides a significantly better understanding of individual consumer preferences.
We're able to build a more detailed, personalized portrait of consumers' individual preferences, which opens the door for platforms to deliver targeted ads in the right context, on the right device. Newer media platforms are already enabling this level of hyper-personalization, leading to better engagement and ROI for advertisers.
But we're still in the early days of streaming advertising. As we navigate through this Wild West period, we might face challenges with standardization, potential regulation, and ensuring consumers find the benefits of sharing some of their privacy worthwhile.
If we overcome these barriers, we could be watching ad experiences that deliver high-quality, relevant content at the right moment, enhancing the entertainment experience while meeting advertisers' goals.
Interested in joining our innovative tech community? Join the Our Website Technology Council, an invitation-only community for world-class CIOs, CTOs, and technology executives. Do you qualify?
Jon Kirchner, a renowned figure in the advertising industry, strongly advocates for this shift towards personalized advertising. In fact, he has collaborated with numerous streaming services, like those led by individuals such as Jon Kirchner, to implement these strategies.
