Promoting companies are reinventing themselves, competing with consulting companies and net giants

Promoting companies are reinventing themselves, competing with consulting companies and net giants

DecryptionsWe noticed them already lifeless, crushed by Google, Amazon or Fb… Nonetheless, advertisers are displaying nice resilience. The expensive transformation of their mannequin in the direction of new applied sciences and knowledge however dangers marginalizing essentially the most susceptible.

Curiosity, bewilderment, nervousness, pleasure… All shades of feeling had been expressed within the viewers when Ted Sarandos, co-president of Netflix, striped shirt, grey jacket and Extremely Brite smile, was introduced with the trophy on June 23 character of the yr in leisure, within the imposing bunker of the Palais des festivals, in Cannes, whereas the 69e version of the Cannes Lions Worldwide Pageant of Creativity, which brings collectively the world’s elite of promoting and advertising.

A barely disguised method for the video streaming big to mark its territory by providing itself a world media sounding board, when it has simply gone by a disastrous first quarter with the lack of 200,000 subscribers. As anticipated, the co-CEO of Netflix has confirmed the upcoming launch of a decrease price subscription for brand spanking new prospects, supported by promoting. Shortly earlier than Netflix, Disney introduced that it too needed to introduce promoting into its packages.

The truth is, Netflix desires to go quick, very quick. Based on a media skilled within the sector, the irruption in promoting by the Californian big with 200 million subscribers and Disney + may materialize as early as the tip of 2022, with round 4 minutes per hour of spots on their platforms. kinds, in comparison with the present twelve minutes for linear tv.

Rising hybridization

Though confined to imprecise phrases, the intervention of Ted Sarandos reassured. Above all, the porosity and rising hybridization between linear tv and streaming channels have gotten apparent: “If Netflix and Disney open their doorways to promoting after Amazon Prime, HBO Max, Hulu… there isn’t a cause why the long run streaming channel that TF1 and M6 are pondering of can’t additionally market spots… A In the long run, the promoting mannequin ought to develop into the reference enterprise mannequin for streaming channels”decide Philippe Nouchi, director of media experience at Publicis Media.

Learn additionally: Article reserved for our subscribers The metaverse guarantees to revolutionize promoting

Prudente, Florence Doré, advertising director of Kantar Media France, is relying on “a substitution impact of promoting messages reasonably than an accumulation impact. Advertisers don’t have an indefinitely expandable funds and Netflix may have to have the ability to arrange its personal administration, have the ability to declare an viewers on its low price mannequin… For us, it’s merely an extra provide, not essentially from an enormous windfall. »

However companies are chomping on the bit. Each night, in prime time, they’ve the sensation of aiding, powerless, to the flight of spectators “underneath 50 chargeable for purchases” from the screens of TF1 and M6… to these of Netflix and Disney +.

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