Page 23 - AdNews Magazine Jul-Aug 2020
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Advertising messages will have to go beyond the hard sell and show what they stand for with- out appearing to have a case of woke-washing.
“Ultimately the biggest legacy of COVID-19 will be greater authen- ticity from brands,” Morley says.
“For some time, our approach at Uber has been to focus on acts, not ads. We are always looking at ways to create meaningful impact and put action behind our brand promise to customers. This has
only become more important dur- ing COVID-19.”
Consumers may be dubious of brands and their messages, but Morley says building trust is key to a long-lasting relationship.
The rise of VOD
VOD services, whether they be subscription or broadcast, have become prominent choices for consumers today looking to watch interesting and engaging content at a time and place that suits them.
While the rise of broadcast video on demand (BVOD) has helped lure back audiences who aren’t able to keep up with pro- grams on linear TV, Poole says growth among subscription video on demand (SVOD) services like Netflix, Disney+ and HBO Max will cap out eventually.
Hammer agrees. He says sus- tained growth will soon slow and more interest surrounding ad-sup- ported VOD will come into play.
“We’re seeing that more than two-thirds of the population now have access to SVOD services,” he says.
“Our report showed that SVOD services offering a cheaper ad-supported pricing tier would be likely to capture more sub- scribers overall.”
Overall, Tan says VOD and over-the-top (OTT) services will provide new opportunities for advertising.
He says header bidding in OTT will create more equal opportuni- ties for brands to access a TV audi- ence that was once solely availa- ble to those who bought upfront.
“It will enable the ability for an OTT provider or a streaming ser- vice provider to allow brands and marketers an equal playing field and access to inventory, which is so different to the way most TV gets booked,” he says.
Mastering measurement
The metrics and processes used to measure the impact and success of advertising are set to change over the next few years.
Already over the last 18 months, Hammer says there has been a substantial shift towards cross-platform measurement as advertisers seek a holistic view of the consumer.
“There has been a focus more on total TV or total video to better understand how people are con- suming content and advertising across all those devices, platforms and content brands,” he says.
“Ultimately, by better under- standing that, advertisers can then create campaigns that will resonate with consumers in a different way across those dif- ferent environments.”














































































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