The streaming war looks different across the industry. In an interview with Beet.TV, Erin Matts, CEO of Hearts & Science explains that for buyers, it’s important to look at streaming the way consumers would.
According to Matts, consumers think about what role content will play with different partners.
“Is it better to license some of that content? Is it better to have a brand name associated with certain kinds of content?” says Matts. “As consumers make decisions, how are they going to prioritize that? What role does pricing play in all of these scenarios? And add to the mix what role does live television and sports going to play in that capacity?”
These are all questions that factor into where consumers might decide to go, both with partners and with content. As far as advertising in streaming, Matts says that unlike before, we are now beholden to talking about different platforms and screens and what that user experience looks like on different screens. Matts suggests collaborating with creative agency and content partners to figure out the balance between content and advertising.
“For many clients, what we find that it’s not just the outputs of a media mix model for example that says, well fifteens are more efficient and this is the right decision,” says Matts. “It’s often a different way of thinking about what the role of that content and the engagement is, so maybe it’s a six-second ad and maybe I can get everything I need to get across in six seconds, and I have much more freedom and flexibility to do that in the streaming space than I ever did before.”
Looking ahead to next year, Matts says that the biggest conversation is going to be about scale and what is going to be available to agencies to leverage as far as data.
“For many of our clients who are looking truly at how I can be more precise and more addressable with my linear television buy,” says Matts. “The scale conversation is going to be a big one.”
This video is part of the Beet.TV series title the Road to CES 2020, a preview of the topics expected to be explored in Las Vegas in January. The series is presented by Samsung Ads. For more videos please visit this page.
