Broadcasting giants and networks such as Amazon, Disney, NBCuniversal and Paramount will meet in New York next week to show off their best programs in front of ads buyers, hoping to secure great obligations.
One thing is certain to whisper: the growing dominance of YouTube in the living room.
The success of the platform was documented on larger screens. Now, the economic uncertainty markets make Youtube increasingly attractive to advertisers. Michael Nathanson, a recent Moffettnathanson analyst, expected that YouTube will be the largest media company in the world through revenues this year, bypassing Disney.
On the TVs offered next week, the giants and traditional networks will try to prove that they can provide the same value and flexibility faced by YouTube – and remind advertisers of areas such as sports where they are still dominant.
“YouTube was benefiting from the huge growth in broadcasting and also in advertising spending, and he did this without a formula depending on the outstanding content,” said Christopher Flomer, a partner in the Talent Agency at UTA and the administrative director of its media consulting.
“It gives purchase entities – agencies and brands – much they are looking for: restricted media, on a large screen, similar to TV, and all bells and bile in terms of digital performance standards.”
TV operators take a page from YouTube
Since the impact of definitions and low consumer confidence threatens to spend on advertisers, a major topic in the exchange of the introduction for this year will be flexibility, as the ads buyer said.
Digital players such as YouTube are well placed in this type of environment because online ads tend to be easier to run and turn off as required. On television networks, for which the introduction has been created to close iron spending obligations, will have to accept the current reality.
“Customers want to feel that they are putting money on the market, but if they need to transfer in any way, they have the ability to do this without penalties,” said Jesse Schrezzfarp, EVP at the DENTSU Media Us.
Industry people said that television operators are acting more like YouTube. They are likely to put their presentations at home how to match the Adtech giant technology and database.
Looking at the total environment and a decrease in line -up to linear TV, there is no escape that the two descriptions will likely be a market for the buyer this year.
Ed Babazian, founder of Mediadynamics, a media and consulting research company, said the alleged TV-advertising stocks-TV advertising stocks that were not purchased during the presented standards, which usually sell between 30 % to 40 % more-are already soft.
“Flying in the ointment now is the wrong behavior of the government – definitions – which makes it difficult to predict the economic image for the full year in the next season.”
Mrbeast vs sports
YouTube, who will host his brand sales event during the foreground, will return to the stage with the largest star: Mrbeast. It also enhances the opportunities for advertisers to have a conversation about cultural events such as MASTERS and Met Gala and work closely with creators.
Despite his ascension, YouTube is not a necessary thing for all television advertisers. Some are still surrounded by expanding its scope and seeing it as free from the market.
“Tension remains really – I don’t know whether my advertisement will appear on something amateur,” said one of the major advertising agency.
Another field of weakness in YouTube is sport. Certainly, YouTube has a Sunday ticket to the US Football Association. But television companies will definitely mention buyers that there is no better place to reach a large Asiri audience of sports, like Super Bowl and the Olympics.
“I got one word for you today: sport,” said Michael Cassan, an advertising player for a long time. “This is what sells. I got two words for you: women’s sport.”
NBCUNIVERSAL plans to emphasize its stadium that it will have nearly 40 % of the scenes of big events in the United States, with 129 nights of live sports early from 2025 to 2026. The attendees can expect to see the personalities representing the American Professional League, Super Bowl LX, 2026 Milan or winter Olympics take them Stage. Paramount will also depend on its wide sporty shows, with its talents appearing on the air.
Bill Skriev, who runs Deslezard with Todd Rinhart, a creative agency that includes Disney, said that Disney will show an intimate offer that emphasizes the famous IP who has only a mouse house, such as Marvel Cinematic University, which runs Deadlizard with Todd Reinhart, a creative agency included in its customers, Disney.
Babazian said that television networks may also look forward to collecting broadcasting holdings, cables and broadcasting as one package for advertisers to restore some influence.
Everyone describes the relationships of the creators
Digital and television line in the advertising market is increasingly clear.
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In recent years, television companies have simply focused on programming and celebrities, but now they devote more time to technology under the purpose. On the other hand, YouTube and Straers and technical platforms are trying to prove that they have moved beyond the “video” to the excellent TV.
Old TV companies also sought to deepen their relationships with creators. Last week, for example, NBCUNIVERSAL announced four series written on broadcasting services that characterize “social media stars”.
Ed East, CEO of the influential marketing agency, said that television networks are increasingly exploring partnerships as advertisers participate in the production of creative content.
East said: “These advanced operations, which depend on commercially, and TV networks are responding,” East said.
Who will come out at the summit this year?
Katie Klein, the chief investment official in the North American Group in North America, the North America Media Agency, the winner would be the one who combines digital and television strengths.
“I don’t think there is a clear winner yet, but I think this year will help us definitely determine who will come out,” Klein said.
