Welcome back to Streaming Made Easy (SME). I’m Marion & this is your 5-min read to get a European take on the Global Streaming Video Business.
Every Friday in your inbox. Check out previous editions here.
Enjoy today’s read.
I just got back from Streaming Media NYC and this week, I’m sharing 6 takeaways from this 1st edition.
I’m late in sending this edition because Takeaway #0 - I can’t write when I’m jet lagged.
Let’s dive in.
Takeaway #1 - Figuring out AI is a work in progress
I have my days when it comes to AI.
Some days are full of dread about what’s to come, others I’m excited and I’m looking for a way in.
This week, it was the latter. I got to listen to AI experts with strong views on the topic. They discussed key challenges (job displacement, training opportunities, copyright issues, regulatory needs), benefits (enhanced creativity, targeted marketing, increased productivity) and risks (privacy concerns and potential biases).
Two use cases caught my attention:
Retail Media will just get bigger and stronger with AI analysing in-store behaviour for targeted marketing.
Creator Media will see creators augmented with affordable tools helping new creators to do video editing tasks, thumbnails optimisation for more predictable success.
For me, these are non negotiable :
The need for regulation and public awareness on data privacy.
The need for regulation on training the AI with copyrighted materials.
The need to train the workforce right away.
The general consensus was:
The necessity for ongoing dialogue and adaptation as AI technology evolves.
Encouragement to embrace AI's potential while remaining vigilant about its ethical and legal implications.
There is hope yet as behind every great AI, there’s a great human. The machine needs us to operate and excel.
Takeaway #2 - CTV vs Mobile
Who’s better as an advertising platform? The debaters compared engagement, trust, and effectiveness in both worlds:
Team CTV:
Emphasised the immersive and premium experience of CTV. I loved Dallas Lawrence (Telly) asking us to close our eyes and think about the last time we had to wait for the skip button to appear on a video we were watching on mobile.
Highlighted the technological advancements in CTV, such as personalized ad targeting and enhanced viewer data.
Argued that CTV's larger screen and trusted environment lead to better ad effectiveness and engagement.
CTV has a 30% higher engagement rate and 2x completion rates compared to mobile.
CTV ads are more effective in shaping purchase intent, especially during the holiday season.
Team Mobile:
Pointed out the ubiquity and convenience of mobile devices. Here Steve Crombie (Totem) had us with his “You don’t fit a TV in your pocket or while you’re in a bathroom” (an habit you should lose Steve ☺️).
Discussed the precise targeting and real-time feedback capabilities of mobile advertising.
Highlighted the growing influence of mobile on younger generations and social commerce trends.
Now you saw this one coming, a blended approach is the best path forward with:
A combined CTV-mobile strategy is essential for reaching diverse audiences and optimizing revenue.
CTV offers the benefit of a large screen, high-quality content, and trusted environment, while mobile provides targeting precision and high engagement on-the-go.
Future trends indicate evolving content creation strategies that leverage both CTV and mobile platforms.
Social media influences TV content and drives viewer engagement across platforms.
There is a mutual reinforcement where social media trends can boost TV viewership and vice versa.
Takeaway #3 - Brand vs Performance Marketing
This was the funniest debate of all discussing whether you should invest in brand or performance marketing.
The plus of brand marketing:
Brands should personify themselves to form emotional connections.
Three ways to personify a brand:
Storytelling: Through various ad formats
Experiential: Engaging through events and experiences.
Associations: Partnering with influencers and other brands.
Building strong relationships based on trust and loyalty which leads to retention and higher lifetime value.
The plus of Performance marketing:
It takes 7 times to have consumers take action.
Performance marketing moves the consumer down the funnel.
Real-time targeting and optimisation for immediate impact and improved ROI.
This was Sophie’s choice and in the end both brand and performance marketing are crucial.
Performance marketing creates immediate relationships; brand marketing builds long-term loyalty.
Focusing on the synergy between emotional brand connections and driving direct actions is key to drive success.
Want access to my full notes? Share this email with an industry friend by clicking below and I’ll send them your way when ready!
Takeaway #4 - Diversity
Here’s a topic where I feel Europe lags way behind the US.
There is immense business value in reaching in diverse audiences.
Gaps in Understanding:
Many don't engage diverse audiences due to lack of understanding, not unwillingness.
Brands often feel they must do it perfectly, leading to inaction.
Demographic Shifts:
Diverse audiences are critical for future business growth.
The non-Hispanic white population has decreased as a raw number for the first time.
Role of Data and Measurement:
Tracking and understanding audience behavior is essential.
Accurate data on diverse audiences has historically been lacking.
Content and Audience Engagement:
Diverse content creation is vital for engaging multicultural audiences.
Understanding and leveraging cultural relevance in content too.
Continuous education for brand partners about the importance of diverse audiences is needed. The success depends on our ability to collaborate and leverage insights from diverse data sources.
Takeaway #5 - Stronger together
Free Streaming is more or less 5 years old in the US and it’s great to see partnership initiatives like:
Independent Streaming Alliance (ISA):
Gusto TV, Danger TV, Graham Media Group and Filmrise joined recently.
Their remit:
Promote the value of independent streaming channels and how they benefit diverse, underserved audiences;
Promote adoption of fair business practices across the industry;
Partner with key members of the CTV ecosystem such as SSP’s, DSP’s, DMP’s, OEM’s, measurement services etc.
Commission, test and support meaningful research, targeting and measurement initiatives. They conducted a study with iSpot which showed that ISA members reached 20% of the US population.
To find out more:
→ Website
Culture Collective:
It’s an initiative by Fuse Media to unlock buying power of young, multicultural consumers on CTV at scale.
In a nutshell, they bring together and monetise their inventory and those of their partners (Tastemade, Trusted Media Brands and Lionsgate).
Together, they reach 85% of FAST multicultural households.
For brands, it’s a way to reach diverse audiences with a scalable and innovation ad solution.
For more:
→ Website
Takeaway #6 - Reinventing formats
I wanted to try something new with a debate club track.
It could have gone wrong. It didn't.
People interacted, cheered and laughed. It was informative and entertaining.
All thanks to the intelligence and courage of this group of people: Curt Doty, Erica Gruen, Mike Duffy, Cynthia Nelson, Hedvig Arnet, Stan Ruszkowski, Nathan Guetta, Guy Bisson, Steven Ship, Karissa Price, Liz (Sarachek) Blacker, Peter Csathy, Dr. Sam Khoze, Kent Rees, Dallas Lawrence, Steve Crombie, Joseph Caporoso, Robert Tercek
Thank you to each one of you and to Evan Shapīro and the Streaming Media NYC team for believing in the potential of this format.
That’s it for today.
Want access to my full notes? Share this email with an industry friend by clicking below and I’ll send them your way when ready!
Enjoy your weekend and see you next Friday for another edition of Streaming Made Easy!
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