Kristina Shepard, vp global advertising and sales partnerships, Roku: Advertisers cutting the cord is happening. Cord-cutting, which began as a trickle around 2007, has turned into a flood. We know that for decades advertisers turned to linear television to reach a mass-market audience. However, 2023 was a milestone shift in viewership behavior. Linear TV fell below 50% of total viewing in the U.S. for the first time, and advertisers took note. Now more advertisers are seeking a more strategic option: streaming. As we look toward 2024, we’re excited to see what inspiring and innovative campaigns will hit the (CTV) screen in 2024.
Donna Speciale, president of U.S. advertising sales and marketing, TelevisaUnivision: It’s no secret that the threat of economic uncertainty has been weighing on our industry and our society this year, but in the face of this, the most important thing I learned was the resilience and optimism of the Hispanic community—one that is driven by pride in culture, and one that I believe we can all strive to embrace and emulate.
Jon Steinlauf, chief U.S. advertising sales officer, Warner Bros. Discovery: The convergence of linear and streaming advertising and helping advertisers find the best balance between the two. By combining linear and streaming and data, we can work with clients to extend reach for their strategic targets through the power of the WBD brands.
Stacey Stewart, chief marketplace officer, UM Worldwide: Change is inevitable. Focus on and prioritize what is important.
Matt Sweeney, chief investment officer, GroupM US: We’ve made great progress in quality measurement across the TV and video landscape, and there is still work to do when it comes to full implementation of advanced currencies that were not as evident over the past few years of testing. 2024 will continue to see higher quality counting and reconciliation of ad exposures, but back-end systems and workflows need to be brought up to the standards of the front-end tools that we’ve been using to plan and execute advanced audience buys. As we move from millions to billions of dollars transacted using advanced measurement, we want to be sure that the systems and workflows work for all key players.
Rob Wade, CEO, Fox Entertainment: As our industry faces an inflection point, we’re seeing a rediscovery of linear’s value as a leading launchpad for content—and an effective partner with streaming, in our case Hulu, in reaching bigger and different audiences.
Carly Zipp, global director of brand marketing, Amazon Ads: With all the challenges and changes that this industry has faced this year, I feel like we’ve come out the other side stronger and smarter. In a lot of ways, it has been exciting to be inventive, flexible and creative with how we work. I think the one biggest takeaway from this year has been highlighting how important it is to focus on quality over quantity—to maximize our efforts where it matters most. I consistently emphasize to my team the mantra of “fewer, bigger, better.”
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