SMNYC主题演讲亮点:击败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 游戏化FAST和资本化互动电视, 还有一场关于品牌和零售的激烈辩论 裂纹, 超级广告, IAB, 关于她的维茨.
微软和弗里曼特尔重新构想和重振复古内容
Nadine Krefetz,顾问, 现实的软件 和 特约编辑,流媒体他主持了一个嘉宾座谈 劳拉·弗洛伦斯,全球快速渠道高级副总裁,弗里曼特尔,和 安迪海滩, CTO,媒体 & 娱乐,全球,微软. 弗里曼特尔的数据和人工智能 击败蜂鸣器 平台是与微软合作开发的, 英伟达以及其他关键技术合作伙伴. 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, 击败蜂鸣器让FAST的观众一头扎进游戏的小测验中, 琐事, 以及个性化的见解, 指路革命, 交互式FAST的盈利机会.
克雷费兹问微软, 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, 使用包含抄本的工作流, 信息, 元数据给了 ChatGPT. 他们与 爱丽丝 & 史密斯 搭建平台 Playfab 和 Prime Focus Technologies 以协助将这些经典节目的分辨率提高到4K 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, 通过本地化交付明确参与. 70%的观众在观看《百家乐软件app最新版下载》时都在手机上观看, 第二屏幕的使用有利于收集第一方数据.
品牌与品牌之战. 零售
Mike Duffy,联合创始人/首席执行官 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. “团队品牌”节目的主持人是媒体主管劳拉·桑多瓦尔 & Entertainment, 超级广告 和 Lauren Denowitz, Founder, 关于她的维茨 - Br和 Entertainment & 营销咨询和创始人 & 前全球工作室主管, draftLine娱乐 @ ABInBev. “零售团队”的代表是米歇尔·菲诺, 品牌娱乐主管, 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? 电视出版商能在基于效果的广告上与社交视频竞争吗? 他们应该这样做,还是冒着品牌受损的风险?
![](http://dzceab466r34n.cloudfront.net/Images/ArticleImages/InlineImages/164553-Keynote2-ORG.jpg)
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. 而Denowitz强调品牌是以关系为导向的, 专注于故事, 合作伙伴关系, 和人才, 扎克回击道:“商品在哪里?” 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, 以及与个人消费者直接相关的具体数据点.
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, 人们需要“15个接触点”才能在电影院观看当前的电影. 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.
尽管有不同的观点, 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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