Advertising on streaming platforms in exchange for free or lower priced subscriptions is here to stay. But it will not replace investment in linear television . This is the main conclusion of the breakfast-colloquium «Incremental TV: Now is the time» . Which Making Science has organized and which has had the participation of Google and Xandr , an advertising platform for Netflix, among others. During the event, the implications of digital advertising on streaming platforms were analyzed. At a time when 76% of those who are not users of payment platforms would be willing to pay for a Connected TV service , according to data from the IAB. This indicates that the audience is changing tastes and consumption habits. Which has paved the way for the expansion of media and audiovisual content platforms.
Do not believe that advertising represents a barrier for streaming platforms
This diversification of audiovisual industry email list format amplifies investment options in the television field. Where connected TV has become an indispensable part of the media mix when it comes to implementing campaigns efficiently. A Magnite study ensures that 78% of those surveyed. Highlighting that they prefer to see advertising in exchange for free subscriptions or lower prices. However, traditional television is not in decline. Jorge Alonso , director of Products and Tech Solutions at Making Science, explains that “if we review the consumption data of connected and linear television, we come to the conclusion that both media coexist, and have their own gaps in the market.” The professional adds that “this is mainly due to a generational reason. “At the end of the day, the older population segments continue to prefer the traditional model.”
Gauss Connected TV
In this context, the creation of tools Email Lead that allow for integrated planning and measurement of brands’ investment in television is of great importance . Both traditional and connected. To do this, Making Science has developed Gauss Connected TV . A platform that allows for integrated planning and reporting. Where, based on a budget or objective GRP, the user can obtain television planning with the distribution of the investment between media and channels, also allowing brands to have a holistic vision of their investment to optimize results.