Donna Special is one of the most powerful officers of the advertising industry for a long time, but over the years, there are some things that she could not.
Nearly two decades ago, Spaceial, then a senior media buyer of Mediawest, who interacted on prices and conditions for commercial time, contacted the TV network with a complicated idea: Why his company could not buy a complete advertising break, Then with this, “Program” from customers a kind of spots that will keep people away from tuning or get up for breakfast? Maybe the movie trailer runs before advertising for floor cleaner, so the thinking is gone. The audience will stick around – and, possibly, the ratings will improve.
The TV network had good reasons for winning their favor. At the time, the client roster of Specia included Proctor & Gamble and Walmart among other large spenders. Nevertheless, no one allows him to test the experiment. The network wanted to maintain control of its main product: what people watch on TV.
Suddenly, they are ready to loosen their grip. Last year during the NBC telecast of Paris Olympics, a separate media buyer, Groupum, Groupum was A complete commercial break allowed to buy And only fill it with advertisements with your own customers, including Google, Lakshya and Coca-Cola. There is no doubt that one of the companies involved had its own universal portrait of NBCU.
“When we were trying to do so, no one Was To do this, “Spacle says, who is now the chairman of American advertising sales and marketing Giant televisions in Spanish languageIn the streaming era, “Times have changed,” she says. “Everyone is now trying to reverse the model. And I think everything is on the table. ,
So many media institutions have never decided to break the policies for a long time, where advertisements can run. Both CNN and ABC last year 2024 The option to sell advertisements during his telecast of president’s debateWhich has been broadcast commercial free as a public service over the years. Netflix, who vowed not to run advertisements in his streaming hit for years, One-face made in 2022 And now allows the ravine to script the preferred scripted on live sports telecast as well as its low-value membership tier. Amazon Prime Video has become extremely aggressive The TV advertisement has done the same in its dialect to vacuum dollars, and the same. HBO Programs, associated with long -run commercial free, Now Max can be broken with advertisementsStreaming outlet supported by corporate parents Warner Brothers Discovery. Paramount Global, Last year deal has been that Ram trucks and Duluth Trading Company, among others, manufacture “Yelostone” -Themed advertisements that pop up in advertising breaks inside the show.
Even “Saturday Knight Live,” is found in the Act famous for advertisements using elements from its sketch. During its 50Wan The season of anniversary, the producers and artists of the show have worked with Capital One, Allstt and Volkswagen, Let them use popular characters.
Why are the media giants let their walls fall when they will not be uprooted in the past? “The rise of streaming has made him very flexible for any deal,” says Brian Sheehan, professor of advertising at the University of Syrackuse. “And now that streaming services are accepting advertisements, they are open to any commercial deal they can do.”
In a climate, when the audience has a greater capacity to ignore advertisements, advertisers need to “show different ways,” Moshelle Dagneon, Vice President of Mondelez Oreo during an interview, says. “There is so much of the advertisement wallpaper. Our job is to break through it. ,
Media companies are not opening their doors in the area just once they are away from the border. They also agree to complex commercial-break stunts that are difficult to manufacture.
Disney sold one third of the same day of commercial inventory on AB earlier last year.C, So that the company’s frito-lented snacking giants repeatedly run eight separate advertisements to tell a story starring actor Stephen Toboluski. Advertisement “Good Morning America,” “GMA3,” “General Hospital,” “Shark Tank,” “20/20” and “Jimmy Kimmel Live” appeared during and the first time ABC killed a day’s sponsor .
Chris Belinger, the chief creative officer of PepsiCo’s food operations, says, “Where the advertisement is still going on, a lot of people are breaking the rules, and what we always do is that everything works until everything works This is not, “Chris Belinger, the chief creative officer of PepsiCo’s food operation, is called Frito-Le.
More advertisements can emerge in places where they have not been expected or welcomed. Disney recently told customers of Hulu, ESPN+ and Disney+ that by 24 March, “As we increase the width and depth of the material you provide, some title and type of material needed in circumstances May be, even advertisements, even this includes our ‘no advertisement’ or ‘advertising free’ membership tier. “Such situations have been revealed to customers in the past, according to a person familiar with this case, and usually when viewers watch live events or games – feeds are what people see at a linear broadcast.
Even super bowl is not immune. Fox Sports helped facilitate at least three different big sports efforts this year, including the use of Announcers Tom Brady and Kevin Berkhart. Berkshire Hathaway’s Durekel to a battery commercialSportscasters Julian Edelman and Charisa Thompson were allowed to appear Georgia-Pacific’s Super Bowl Teaser for Angel SoftAnd Fox Sports worked Give rocket cos to fifteen seconds of live footage CASARS was tied to commercial to make a live-krud song in a dialect from Superdome. Originally, Fox was dismissing the ability for stunts, and its authorities were correct in their beliefs. The mob ignored efforts to get people to hit John Denver, “Tech Me Home, Country Rhodes.”
In the past, such items were rare, not common. This is why Proctor and Gamble attracted so much attention in 2017 when Fox saw the announcer Terry Bradshow on camera with a noticeable stain on his shirt. Within seconds, he had left for a chase to clean his clothes, part of a super bowl commercial for the Tide Laundry detergent. The hand-off was unique to the Madison Avenue message from live action. Now, Mark Evans, the executive vice president of advertising sales for Fox Sports, says, “You are seeing it more.”
It can be risky to give too much emphasis on such packages. If media outlets put all their premium concepts for sale, what will they be able to offer in future? Now that advertisers have a taste for a once-fabid fruit, will they push even more to be provided? And how much durable is a business that hangs on commercial-free hours and other difficult-autonomous elements in the Olympics more often on the bonus?
“You cannot sell all your inventory every single day to the same brand,” Ryan Gold, Recently, Warner Brothers Discovery named the chairman of the US advertisement salesIn recent months, some of the most eye popping packages that kill the market can be repeated, they say, and they can create a viewing experience that does not appreciate the audience. A similar conversation with the Warner Brothers Discovery advertisers and their representatives, they say, and they often make adventure requests. “Sometimes, the brands ask us to do things that we don’t think is in the best interest of user experience or in the long-term feasibility of our partnership,” Gold is called. “It is not always the easiest for those conversations.”
And yet, there may be more of them. “Today’s media world is very different,” Bridget Sponsky, brand Executive Director and Financial-Services Company Eli Financial says sponsorship marketing, which has aligned itself with women’s game over the years. “You can’t only run traditional messages, people may be interrupted. For the reason why they are there, it is necessary to explain how sponsorship helps to improve dollar viewing experience.
In an era when advertisements are less reliable, it can be more difficult to push back on a large sponsor. Simply put, Madison Avenue’s more money is going for streaming outlets. In the most recent “upfront” market in the media industry, when the wholesale of all the advertisements tied to the video is soldAdvertising commitments for video hub streaming increased to 35.3%According to Consultancy Media Dynamics Inc. compared to $ 8.2 billion 2023, hiking up to $ 11.1 billion. – First for industry.
Nevertheless, advertisers can only do so much in streaming environment. Even customers of advertising levels are operated by the fact that commercial loads are smaller than what is seen on traditional TVs. One of the biggest concerns in streaming is the tendency to serve the same advertisement on the same advertisement by media companies – a bid to guarantee the same customer at the same place at the same place where people often often have their own In the moments of selection, we see the program, not huge crowds. Dario Spina, Chief Marketing Officer of the in-house unit of Paramount Global, who works with advertisers, says “there is a demand for upotic driving in streaming viewership” by advertisers. With that dynamic growing growing more clearly clear, they say, advertisers are showing much more interest in large “tentpol” properties and live events.
In the past, advertisers run the same commercial everywhere, a technique known as “spray and prayer”. The hope was that many exposure for the massive audience would inspire audiences to shop. Advertisers now want to have a special relationship for specific programs, Rita Ferro, president of Disney’s advertising-square operation, says, “To ensure if they are spending money on advertisement, whether it really resonates and a result Is going to run. ”
“I don’t know about a single advertising partner, who I do not want to do something that has never been done before,” does not start interacting with. ,
