![]() “The cadence of our campaigns seems to be changing. “People discover things and make decisions much more quickly than they used to,” says Mike Benson, chief marketing officer of CBS. The network might announce it on a Tuesday afternoon, and - voila! - there would be promos on air in primetime that night.īut in an era of on-demand everything, some executives think announcing something that can’t be watched immediately may be foolhardy. In previous decades era, the networks would start touting their new programs as early as the May before they launched, to coincide with their announcement at one of the industry’s “upfront” presentations. What’s it going to take to get you to sign up? And once you sign up, they will want to retain you.” To drive success in streaming, media companies “want to acquire you like a credit card company. “Now, you want them to subscribe.” Different goals, he says, require different marketing dynamics. “In the past, you wanted them to tune in at a specific time and place,” says Paul Hardart, director of the media, entertainment and technology program at New York University’s Stern School of Business. But more people are latching on to a series in hopes of bingeing through them at moments of their own choosing, and the dynamic is reworking how TV strategists try to sell the programs to potential audiences. At a moment in the not-too-distant past, TV networks needed to aim promotional firepower in the hopes of getting couch potatoes to tune in to a new drama or reality show that aired Tuesday at 9 p.m. The rise of streaming hubs like Amazon Prime, HBO Max, Peacock, Hulu and Netflix has changed the way viewers find out about potential TV favorites.
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |