CES 2023: Long-form media and streaming innovations

Tech, culture and consumer enthusiasts alike converged again at CES 2023 to revel in the latest innovations (including media and marketing), shedding light on what’s to come in the coming and the challenges along the way.   

While topics ranged from media sustainability to ad spending and brand safety, we’ll delve into the breadth and excitement around long-form media including streaming, the next generation of broadcast television and audio.  

1. Streaming video represents the biggest share of consumer view time, over cable and broadcast, and continues to grow. With this comes the continued changes and enhancements, including:  

  • Growth in ad-supported video on demand (AVOD) streaming services: Netflix and Disney+ recently announced the launch of their AVOD offerings, providing more premium content options for cost-conscious viewers and giving advertisers more opportunities to reach target audiences. 
  • More interactivity: Verizon announced the launch of +Play, a subscription hub that enables more content bundling and interactivity. We can expect these companies to add more capabilities and bundles around specific verticals like health and wellness to increase engagement. 
  • Expanded ad opportunities: Media companies are making the video environment more immersive and customizable. For instance, Amazon’s new tech-driven virtual product placement gives brands more flexibility and efficiency in leveraging tech to insert their brand and product in content based on location or type of programming.  
  • Improved tracking and measurement: With the loss of cookies, media companies are coming together to improve digital media tracking and measurement that’s tied to a unified ID to better understand how the whole ecosystem, including Connected TVs, is working together. 


An image of Amazon's new tech-driven virtual product placement, showing one image on the left without product placement, and an image to the right, with product placement.

2. The next generation of broadcast television is here with the launch of ATSD 3.0, also known as NextGen TV. This new technology is creating a true hybrid over-the-air (OTA) and over-the-top (OTT) viewing experience where channels are accessed through broadcast and an internet connection. This technology is already available through new Smart TVs in roughly 50% of households and expected to grow closer to 70% in the next year.  

NextGen TV provides numerous enhancements in the OTA viewing experience, including high-definition video and better-quality audio, personalized navigation, accessibility features and a seamless multi-language application. It enables localized and customized interactive features, pop-ups and bonus content.  

For marketers, it provides an easier and more effective way to serve localized ads on broadcast TV, similar to how we buy and manage digital media. When thinking about a video strategy and where localization makes sense, this gives us more agility in how we communicate our message and build total video plans.  


An image of ATSD 3.0, also known as NextGen TV.

3. Podcast media is not going away. The Trade Desk’s General Manager of Emerging Markets, Natrian Maxwell, stated while consumers are spending quality time on podcasts, not enough advertisers are investing in this space and platforms need to build trust between content creators and advertisers. This will accelerate the adoption and excitement in a few areas:  

  • Audio builds a strong sense of community through relationships with hosts and fan-to-fan interaction. Listeners are passionate about these shows and continue to foster bonds outside of the podcast itself. 
  • Advertisers are focusing on ensuring brand safety. Therefore, new technologies are being developed to transcode words and topics to better understand content discussed and block more sensitive shows. 

  • There’s expected growth and innovation with audio, especially when we think about all the spaces it can be integrated into. This includes connected cars and companion immersive media experiences like AR, wearables, spatial audio and even the Metaverse.   

So, what does this all mean for brands and marketers?  

  1. Now is the time to capitalize on the evolution and growth of streaming channels. Growth in user consumption, ad-supported content providers, immersive features and agile measurement capabilities provides a promising roadmap for better targeting opportunities and marketing attribution. 
  2. We are seeing better utility of advanced technologies that enhance engagement experiences with audiences. The application of newer technologies, such as AR and VR, is becoming adaptable and integrated into everyday life. Marketers can determine which innovations are the most relevant to increase engage with target audiences and solve business problems. 
  3. More experimentation around innovation and media fragmentation pose opportunity to reach new audiences, but also creates a challenge for advertisers to properly manage frequency and track omnichannel performance. Focus on placing people at the center by building people-first experiences and applying rigor on KPI development before building a strategy. Prioritize where to play, and don’t be afraid to test! 


By Desiree Barreras, Director, Media Strategy at SOLVE(D); Matt Hall, Director, Content Creation at StudioRx; Franklin Williams, Director, Experience Design at AREA 23; and Ben Zanghi, Director,  Experience Design at McCann Health New Jersey