For decades, the world of television advertising has been dominated by a few big players. But that looks set to change, as streaming giants Netflix and Disney enter the fray.
Here’s what you need to know about how these two companies are shaking up the world of TV advertising.
Netflix has always been a disruptor in the world of entertainment. The company upended the traditional television model by allowing users to binge-watch their favorite shows without having to wait a week for the next episode.
Now, they’re looking to do the same with television advertising.
In 2018, Netflix announced that they would be launching a new ‘skip ads’ feature for some of their original programming. This feature allows viewers to bypass any commercials that play before or during a show. For advertisers, this is a major problem. After all, why pay to have your ad played if there’s a chance that viewers will just skip it?
In response to this, some big names in the world of TV advertising have started pulling their ads from Netflix. But others are seeing this as an opportunity to get in on the ground floor of a new way of advertising. One company that’s taking this approach is Coca-Cola.
Coca-Cola is testing out a new type of ad on Netflix that can’t be skipped by viewers.
The ad plays during breaks in between episodes, and only starts playing once all viewers have pressed ‘play’ again after the previous episode has ended. This means that there’s no way for viewers to miss the ad. And it seems to be working; Nielsen data shows that these ads have an 80% completion rate.
Disney is also looking to make a splash in the world of TV advertising. The company recently announced plans to launch its own streaming service, Disney+, later this year. And unlike Netflix, Disney+ will feature traditional commercials – but only during certain types of content.
For example, commercials will only play before or after movies that are part of the Disney Vault – meaning classic films like Snow White and The Lion King that are only released every few years. This means that viewers won’t have to sit through commercials every time they want to watch one of these movies; they’ll only see them occasionally, making them more likely to pay attention when they do play.
Disney is also testing out a new type of interactive ad format on its online video platform, YouTube – one that allows viewers to choose what product they want to learn more about, and then see an ad for that product tailored specifically to them. This personalization could be a game-changer for TV advertising, and it’s something that other companies are sure to follow suit on in the coming years.
What’s certain is that traditional television isn’t going anywhere anytime soon; despite the rise of streaming services, TV still reaches more than three times as many people as online video platforms like YouTube and Facebook combined.
CNN begins mass layoffs
CNN has begun cutting hundreds of staff from its news operations around the world
CNN is eliminating some 400 positions around the world, equating to about 10% of staff.
The cuts come on top of the August closure of CNN+, which resulted in the departure of more than 200 employees.
Staff waited anxiously for a notification of a video call in which they would be laid off.
HLN will drop all live programming.
Its international quarters has also been impacted, with a loss of programming in London.
It comes after a tumultuous year for its new parent company, following the merger between Discovery and Warner Brothers.
Lachlan Murdoch to appear in $1.6b lawsuit
Fox Corp boss Lachlan Murdoch is set to appear for a deposition hearing next week, as the defamation lawsuit against Fox News continues.
Dominion Voting Systems is suing Fox over false claims made in relation to voting machines, alleging they rigged the results of the 2020 election between Donald Trump and Joe Biden.
Dominion has argued the parent company played a role in Fox hosts in spreading misinformation about voter fraud, and is seeking $1.6 billion in damages.
Fox personalities including Tucker Carlson and Jeanine Pirro have already given evidence.
Requests to dismiss the case have been denied and neither side has shown signs of entering settlement talks.
Who made your favourites list on Spotify?
Spotify has been unwrapped, showcasing top songs, artists and albums that have been listened to this year
Spotify users are sharing their most-streamed songs, artists and albums from 2022.
The annual Spotify Unwrapped puts together a list the streaming service’s most popular tracks each year.
Bad Bunny is the first to top Spotify’s most-streamed artist list three years in a row. The Puerto Rican rapper was behind 18.5 billion streams.
Taylor Swift came a close second, followed by Drake, The Weekend and BTS.
Meanwhile, Harry Styles’ ‘As It Was’ took out the top spot for most popular song.
Joe Rogan’s podcast finished the year on top.
The company likes to put a new spin on its lists, and this year gives users a glimpse into what your stream say about your overall taste.
They’ve worked out 16 listening personality types to best fit including The Replayer, The Specialist, and The Fanclubber.
There are also $40,000 messages of ‘thanks’ from artists for their top listeners.
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