Because the streaming sector reaches a brand new stage and the world’s largest media firms vie for consideration on their platforms, person expertise is struggling as viewers should flip between platform after platform—whereas additionally paying for the seemingly limitless variety of rising platforms. This fragmentation can be making it tougher for advertisers to attach with audiences. Mike Shaw of Roku and Franck Litewka of RTL AdAlliance joined Adweek’s Lucinda Southern throughout Brandweek Europe to debate what could be achieved to create an easier, much less fragmented streaming expertise.
Navigating the fragmented panorama
Because the streaming ecosystem turns into more and more fragmented as extra gamers enter the sport, Shaw has hope that within the close to future, we’ll begin to come out on the opposite aspect and enter a extra cohesive streaming atmosphere.
“We’re transferring additional down the trough of fragmentation, however in some unspecified time in the future, we’ll begin to see extra alliances round single shopping for factors, extra standardization round measurement and supply of campaigns, and the flexibility to reconcile outcomes,” he defined.
Simplifying streaming
With the AV market in a transitional section, Shaw and Litewka agree that the following large problem for the business is to carry extra simplicity to viewers accessing content material whereas offering advertisers with fewer technological silos.
“I feel it’s only a dangerous person expertise while you swap in your TV set and you’ve got a number of platforms, however the linear channels are on one other aspect, so it’s a must to repeatedly swap from one to the opposite,” Litewka mentioned. “So there’s a giant hole between the CTV atmosphere and the CTV expertise, and it’s additionally mirrored on the purchase aspect.”
The way forward for AVOD
In line with Shaw, to return out on prime of the ever-intensifying streaming wars, entrepreneurs ought to look to ad-supported content material.
“We see a really vivid future within the ad-supported content material world,” Shaw mentioned. “SVODs aren’t going wherever, however we see a really clear path for co-existence with a powerful TV advert ecosystem, and I feel the chance we’ve got by means of technological advances in tv is that we’re going to have the ability to do extra issues with that.”
