With shelter-in-place and social distancing regulations in place, consumers have been watching more content than ever. With the huge audience influx, advertisers have had to adapt with new strategies in the changing market.
Grammier also pointed to over-the-top media services as a key arena for advertisers in the future, a position that has only solidified as viewing habits have gone up during the pandemic. LiveRamp is “really trying to understand the mass fragmentation that is happening, and trying to prepare its clients and partners to find ways to manage through that,” Prasad said. “There’s a lot more concentration around news, but after that it really does spread out to a wide variety of places and apps and screens. It’s definitely going to have a big changing dynamic on how things end up getting executed, but also it’s accelerating what might be the future.
Laura Nelson, Disney Advertising Sales senior VP of advertising solutions and performance advertising, highlighted the type of television content that viewers are gravitating toward. Denise Colella, NBCUniversal senior VP of advanced advertising product and strategy, talked about how the company hopes the current circumstances will lend a captive audience to the company’s imminent launch of its streaming platform Peacock, set to debut nationwide on July 15.
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