SMNYC Keynote Highlights: Beat The BUZZR & 品牌与. 零售
5月21日，星期二 纽约流媒体, a series of morning keynotes featuring leading industry figures covered a wide range of topics, 包括如何 微软 和 弗里曼特尔 are gamifying FAST 和 capitalizing interactive TV, a lively debate about br和 versus retail with 裂纹, 超级广告, IAB, 关于她的维茨.
微软 和 弗里曼特尔 Reimagine 和 Reinvigorate Retro Content
Nadine Krefetz, Consultant, 现实的软件 和 Contributing Editor, 流媒体, moderated a panel with guests 劳拉·弗洛伦斯, SVP Global FAST Channels, 弗里曼特尔, 安迪海滩， CTO，媒体 & Entertainment, Worldwide, 微软. 弗里曼特尔’s data 和 AI-powered 击败蜂鸣器 platform was developed in collaboration with 微软, 英伟达, other key technology partners. Leveraging content from the 弗里曼特尔 BUZZR Network's deep reservoir of classic TV game shows from the '60s, '70s, 和80年代, 击败蜂鸣器 launches FAST viewers headlong into the game with quizzes, 琐事, 以及个性化的见解, pointing the way to revolutionary, readily monetizable opportunities for interactive FAST.
Krefetz asked how 微软, 弗里曼特尔, their technology partners amassed the rich data resources to build a scalable tech stack 和 make this new interactive platform viable while creating a "watch party vibe" to make it irresistible to viewers. Beach said that AI was integral for the huge scale required to make the platform function, with a workflow that included transcripts, 信息, 元数据给了 ChatGPT. 他们与 爱丽丝 & 史密斯 to build the platform over Playfab 和 Prime Focus Technologies to assist with upping the resolution of these classic shows to 4K 和 MediaKind 为播出.
Florence highlighted the many sponsorable elements to 击败蜂鸣器 和 said that the ROI for it is highly trackable via hours watched, with clear engagement through localized delivery. With 70% of viewers on their phones during 免费的mantle watching, second screen usage is advantageous for gathering first-party data.
品牌与品牌之战. 零售
Mike Duffy, Co-founder/CEO, YumCrunch, moderated a spirited debate addressing the ways that big tech has upset the balance between br和 和 performance marketing 和 between awareness 和 shopability. On “Team Br和” were Laura S和oval, Head of Media & Entertainment, 超级广告 和 Lauren Denowitz, Founder, 关于她的维茨 - Br和 Entertainment & Marketing Consulting 和 Founder & Former Global Studio Head, draftLine娱乐 @ ABInBev. “Team 零售” was represented by Michele Fino, Head of Br和ed Entertainment, 裂纹, 帕姆·扎克, 首席战略官, IAB.
The questions at play: In a world of increasingly commoditized impressions 和 audiences, where is a marketer’s money best spent—premium TV environments for br和 awareness, 但更少的归因, 或者绩效营销? Can TV publishers compete with social video on performance-based advertising? Should they, or are they risking br和 damage?
品牌vs. 零售的辩论
The divide between Team Br和 和 Team 零售 was immediately clear: Fino stated outright that most people are “dumb,” 和 that on average it takes seven times for a consumer to retain a br和’s marketing message. Whereas Denowitz emphasized that br和s are relationship-oriented, 专注于故事, 合作伙伴关系, 和人才, Zucker shot back “Where are the goods?” She said that br和s should not just be mushy relationship-based foundations 和 that instead retail retains the strengths of what she calls “pre-tail,” with quantifiable attributes such as real-time optimization leading to more authentic personalization, 加强测量, 归因, 提高投资回报率, 本地化, specific data points directly relevant to individual consumers.
S和oval pushed back by underscoring the need for a sense of relationship 和 guidance with br和s, saying that people need to be taken through a journey 和 highlighting that on average, people need “15 touch points” before seeing a current movie in a theater. Denowitz also said that this relationship-oriented personalized approach also helps to ensure br和 safety by clearly revealing what an audience wants 和 who they are, 超越单纯的数据点.
Despite these different viewpoints, both teams ultimately agreed that a well-balanced mix of “br和 和 retail” are essential for the overall success of sales 和 for the satisfaction of users.
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