新广告工业综合体
A广告是一门大生意. But while media buyers were complaining about whether they were buying demos, 印象, 的观点, 或家庭, 他们没有注意到他们的后翼. 从理论上讲, the inability to consolidate statistics and reach scale is a very large impediment to buy for brands. 正因为如此，数字领域的可用创意似乎有限.
拜访一位看有线电视的朋友，我有一次大开眼界的经历. 显然，我只看到了数字广告，遗漏了一些东西. 我看到一些汽车公司, 几家洗衣公司, 伏特加公司, 一些地方政治广告, and messages from folks who think I need to lose weight to take care of my diabetes. Watching cable offers a wider shopping opportunity I had no idea I was missing. Digital, I need you to get more inventory, because the love affair is waning.
我从电视机的复仇中得到安慰. Here’s the situation: Digital, you have been treated like a second-class citizen for too long. 一方面，一方面, 你提供直接交易，展示体面的“创意”,，即使同一广告正在广播中播放. 我很感激你在现场拍摄汽车, 拿着伏特加酒瓶做模特的演员, and the perfect audio and video of the tribal leader somewhere in the wilderness talking about how California needs to vote Yes on Prop 27. On the other hand, you’ve lost me on the low-end programmatic dross I’m shown. 我是正常的, if not low-end weight for a woman of my age; what hints did you pick up that I’d be needing insulin soon? 你的目标不准，除非你知道些我不知道的事.
The consumer electronics side of the business has positioned itself to become the new cable companies. 想想LG+、三星等. Each and every one of the manufacturers is now the go-to location for the streaming public, 想要快速的东西.
Because the viewer is turning these systems on, the TV companies have all become ad sellers. 电视制造商已经成为“最后一英里的新主人”,里夫金说, JW Player的联合创始人兼战略合作高级副总裁. “I don’t think it happened strategically in most of these TV manufacturers. 它更像是，‘看看冥王星、罗库、Xumo和Tubi在做什么. 我们也可以这样做.’ ”
三星频道推出了，其他频道也紧随其后. The formula was to replicate what cable was doing and build services directly into their TVs. 然后, 默认情况下, 观众将直接进入制造商的电视流媒体服务, 绕过康卡斯特这样的公司.
A few things are driving this: TVs are cheap, cable is expensive, and viewership numbers have surged. “每次买了新的三星电视,里夫金说, “用户将观看所有这些三星电视频道, 这会产生这么多的库存. It’s a great acquisition [for Samsung], because they own the platform and the inventory.
“你会看到很多这样的电视平台, 在你开发应用程序的时候,里夫金继续说道. “我认为这将是垂直的, 你将开始看到数百个FAST频道, 无论是爱好、运动还是某种特定的烹饪方式. 未来几年将会有更多的内容出现在网络上. The TV manufacturers and the operating systems that power those TV manufacturers are going to have a lot of control. It seems to be the safe spot for a buyer who controls a lot of TV dollars to place their money.”
就我而言，我已经等不及了. 从战略上讲，流媒体传输需要更多的广告商. 广告是媒体商业模式的必要组成部分, but by not being nimble enough to attract more advertising and somehow sell digital the same way cable and broadcast are sold, 数字服务正在搬起石头砸自己的脚. TV manufacturers are becoming the new cable companies and selling the inventory delivered on their devices.
这听起来像是在建造另一个有围墙的花园. Will this trend really push the advertising industry forward or just create more problems for an already complicated advertising-industrial complex?
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