Television is in crisis and the issue, which until not long ago still generated debate, seems increasingly indisputable. Little can be said or pointed out in the face of this sentence, which few no longer believe is the reality. Changes in the ways in which content is accessed, new customs and new entertainment services have made the market much more diverse and much larger.Consumers have many screens on which to choose what to watch and many have stopped doing so using traditional television. Phenomena like cable cutters – Americans who stop paying for their cable TV subscription – have become more and more commonplace, while safe TV values ​​- like prime time – have begun to falter. .The televisions have lost audience, they have seen their power of call drop and they have had to assume that this new reality also had an impact on their income statements and on how they connect with the market. Faced with declining audiences globally and a much more pressing and clear loss of younger consumers, television has been dragged into a new state of affairs in which it has no choice but to take action.

You may have been in denial for a long time, but now you have to cross over to the other side and start acting on the changes.The decisions that the television giants make are varied. As with the television crisis, here it is also the United States networks that are leading the change and those that are beginning to modify the way they do things and the strategies to follow in order to try to reconnect with the networks. audiences and above all to try to position itself in a much more attractive way for advertisers.How to reinvent yourselfThus, in the past, televisions have already tried to use programmatic advertising and implement the king format of the network to their offers for advertisers.

The TVs thus wanted to offer better segmentation, greater speed when selecting advertising Iceland WhatsApp Number List spaces and greater control to advertisers over who sees what. In addition, they tried to emulate what the internet had already accustomed advertisers to have.They are not the only elements that television seems to be taking into account or trying to assume. It is also trying to make what it already has much more competitive, even if that means modifying its essence.And there, what televisions are trying to do is cut back on advertising and offer less advertising content to improve the experience, make watching TV look attractive and thus get more room for maneuver to win back audiences.

Fewer ads in prime universalist, one of the influential television giants in the United States, is, in fact, going to reduce the advertising load of its content in prime time. Its plan is to cut the number of ads broadcast on its prime-time shows to 20% by 2020, which it had pledged to do by 10% last year. Although prime time is the main beneficiary, the giant is also preparing to reduce the advertising load on the rest of the grid and at other times.By doing this, they want to offer a better viewing experience to viewers, but at the same time, it has an impact on how advertising is served and sold.Reducing advertising in prime time manages to value the advertising moment, or at least that is what it tries to sell.

As explained in The Drum , Universalize wants to increase its offer of what they call “prime pod”. Prime pods are 60-second ad snippets that are served in prime time. They appear before or after the purchased program and are much more expensive than other advertising spaces. The media conglomerate also wants to add artificial intelligence to make segmentation better.The move makes a lot of sense and can do well on television if you know how to play your cards. In fact, it was the same strategy that some leading online media followed a few years ago. When they realized that the excess of advertising had simply diluted the message and made it much less relevant, they opted to reduce the advertising load by adding value to the remaining ads. And it worked for them.

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