The way people are watching TV has changed with over-the-top viewing that bypasses traditional cable, but advertising has not quite caught up. Brands are still stuck in a 15- and 30-second commercial mindset.
Companies like CBS, Viacom and Hulu are hoping to fix that, however, enticing advertisers to update their strategies in the age of on-demand video and streaming TV.
“We need to educate and inform marketers that it’s worth the effort,” says Peter Naylor, head of ad sales at Hulu. “The juice is worth the squeeze.”
Naylor was speaking at Ad Age's Next" OTT conference in New York this week, where a group of industry veterans from traditional networks and streaming startups gathered to discuss the future of TV advertising. CBS, Viacom, Tubi, FuboTV, Philo and PlutoTV were among the attendees discussing how the industry is coping with all the changes. Here’s what we learned: