The ubiquitous blend of traditional broadcast TV and streaming platforms was the real highlight of this year’s Primetime Emmy Awards – glamour, Mrs. Maisel, and wedding proposal aside. This year’s telecast hosted a refreshing and somewhat matter-of-fact blend of the four major platform categories, including broadcast, cable networks, pay-cable, and streaming services like Netflix, Hulu, and Amazon, underscoring the trend that perpetual innovation is becoming the new normal for the video and broadcast industries.
For the first time in streaming history, Netflix swept up 23 Emmys, breaking HBO’s 17-year winning streak and spiking its stock by 5%. And if projected budget allocation is any indication that this ubiquity trend will continue, current forecasts state that Netflix alone will spend $8 billion on more than 700 new and original TV shows and movies, growing that budget to $10 billion by next year and rivaling the major TV and movie studios for the first time ever.
Whether this insane amount of content at an unprecedented scale is good for business, or if its equals a marketer’s worst nightmare remains to be seen. It certainly places enormous creative pressure on the four major platforms to keep their eye on the content game and keep shuffling out product. However, as HBO CEO Richard Plepler was quoted as saying in a pitch to incoming talent, “More is not better. Only better is better.”
More you should know…
What: Dear Martin Sorrell, Your ‘No Creative’ Model Shouldn’t Happen. And It Won’t.
Why: Jeff Goodby takes a skeptical look at Sir Martin Sorrell’s latest venture, S4 Capital, and his determined stance against hiring an in-house creative team. Is the marketing world ready to go forward without any hope of delight, Goodby asks?
What: TV Networks Ramp Up New Season Promos
Why: On the heels of this year’s Emmy Awards hitting a new viewer low over last year, the TV networks are betting big on the upcoming Fall season with on-air promo ad spend estimated at $59.7 million, just a few million shy of last year.
What: Report: Connected TV Impressions Have Grown 106% Since 2016
Why: A new report from Innovid charts the growth of CTV and offers case studies that point toward some exciting new options and capabilities for marketers. Among them is the ability to measure the impact of ads on store visits and offline sales.
What: Samsung Celebrates Issa Rae’s Emmy Nod With ‘Made It’ Campaign
Why: Making its debut during the Emmys, the spot follows Rae’s seven-year journey as an unknown actress to HBO starlet, with a goal of inspiring creators at large to use technology to get out there, regardless of the consequences, and “make it until you make it.”
What: Spend on Video Advertising Set to Hit $30 Billion in 2018, Driven By Mobile
Why: Advertisers worldwide are expected to spend $29.8 billion on online video in 2018, according to WARC’s latest global ad trends report. This figure represents a year-over-year spike of 27.5%.
What: Amazon Now the Third Largest Digital Ad Seller in the U.S.
Why: According to eMarketer, Amazon is set to bring in $4.61 billion from digital advertising this year, and while that is only 4.1 percent of U.S. digital ad spend, Amazon is now a front-runner to challenge Facebook and Google.
What: 119 Billion Reasons Why Brands Must Control Their Customer Data
Why: With data breaches becoming a common occurrence and the arrival of GDPR, how brands collect and respect customer data has taken center stage. This serves as a stark reminder to all marketers.