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:
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.
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:
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.
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