In the race for dominance in the streaming market, one of the great points of tension is that of advertising. It is also the one that matters and impacts the most outside of the streaming industry itself, since for companies and brands it can become one of the great sources of tension. Advertising is your main avenue for reaching and connecting with consumers, but it’s also one for which VoD is creating new problems. As consumers migrate as television viewers to streaming platforms, advertisers are losing viewers. They are also ‘eyes’ that are not being incorporated into the new media, because they are arriving without ads (which is, on the other hand, one of the great reasons why consumers value these platforms).However, analysts have pointed out that the ad-free model of these platforms is quite unsustainable, since the costs of producing content are very high and the prices that consumers pay for them very low. Advertisers, for their part, have also been in favor of advertising. The appearance of new platforms and the fact that viewers are already entering the exhaustion phase (they are no longer willing to pay more) also makes the freemium model, free or low-cost content but with ads, seem almost inevitable.The platforms, yes, are resisting and the big launches are arriving without advertising. Apple TV + does not include ads, despite a low price, and Disney’s platform, the most anticipated of the final stretch of the year and which will reach a few selected markets in the coming weeks, also announced that it would do so under a model of pay.

But will it really be?Because in the final stretch for its launch it has been revealed that, from Czech Republic Cell Phone Numbers List the outset, Disney + will incorporate advertising, albeit in a limited way.The commercial with which Disney will be released Disney will run an ad on its launch of the Starz cable television channel. Advertising, as reported by the American media, will not be very invasive. It will be a unique promotion. They will only see it once and will not see it while viewing the content. In fact, Disney will reward those who made the service before its effective launch. Oversubscribes will not see the ad at all.The ad will appear once the user has signed up for the service (and it will also include the one about sports that ESPN + is launching), both in access from browsers and from the Android app.

It will be an advertising page – as described in The Verge, it seems an advertising experience similar to the one that the Prime Video app on Android now follows, to promote its releases – that will invite the user to subscribe to the Starz service.According to The Verge , the medium ahead of the news, the movement is rather linked to commercial interests. The announcement is part of an agreement closed with the company in order to ensure that it would have the rights to a group of its films ( Star Wars series included) back in time to be able to serve them on its VoD platform. In fact, that is the main problem that Disney is having in the preparation of its service, as they remember in this American medium.

For years, his strategy was to license content to other platforms, such as Netflix, to launch his own series and movies, content that he now needs to recover to establish his own service. Of course, it is not an easy process.A reinvention of advertising Will this ad be one-hit wonder or will it become an idea to exploit in the future? Will it be the way for VoD platforms? Netflix has seen how, during this year, analysts kept repeating that advertising was inevitable and that it would have to assume its inclusion to be profitable. In summer, however, Netflix addressed the issue in one of its results presentations and made it clear that they were not going to put ads on their service.That did not mean that they could not theoretically consider working with brands. Ads are not the only way to generate ad revenue or to collaborate with brands.

Even then, analysts pointed out that the great potential of Netflix could be more than in the ads in the campaigns connected with its successful series.For example, product placement has become a potential golden opportunity. In one of its last major releases, El Camino: A Breaking Bad Movie , Concave Brand Tracking estimates that it could have generated $ 7 million in advertising value per product placement for brands. According to his calculations, about 50 brands appear in the film that achieve 45 minutes of screen time combined. It was brands such as Dyson, Xbox, Panasonic, Ford, Png, Chevrolet or Pontiac, which occupy the list of the most benefited.

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