SMCNYC主题演讲亮点:Beat The BUZZR & Brand Vs. Retail
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 Microsoft and Fremantle 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 Crackle, 超级广告, IAB, and 关于她的维茨.
Microsoft and Fremantle Reimagine and Reinvigorate Retro Content
Nadine Krefetz，顾问， 现实的软件 and 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 Andy Beach, CTO, Media & 娱乐，全球，微软. Fremantle的数据和人工智能 击败蜂鸣器 平台是与微软合作开发的， NVIDIA以及其他关键技术合作伙伴. Leveraging content from the Fremantle BUZZR Network's deep reservoir of classic TV game shows from the '60s, '70s, and '80s, 击败蜂鸣器 launches FAST viewers headlong into the game with quizzes, trivia, 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, Fremantle, and their technology partners amassed the rich data resources to build a scalable tech stack and 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, information, 元数据给了 ChatGPT. 他们与 Alice & Smith 搭建平台 Playfab and with Prime Focus Technologies to assist with upping the resolution of these classic shows to 4K and with MediaKind for playout.
Florence highlighted the many sponsorable elements to 击败蜂鸣器 and said that the ROI for it is highly trackable via hours watched, 通过本地化交付明确参与. With 70% of viewers on their phones during Freemantle watching, second screen usage is advantageous for gathering first-party data.
品牌与品牌之战. Retail
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 brand and performance marketing and between awareness and 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 and Lauren Denowitz, Founder, 关于她的维茨 - Brand 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, Crackle, 帕姆·扎克, 首席战略官, IAB.
The questions at play: In a world of increasingly commoditized impressions and audiences, where is a marketer’s money best spent—premium TV environments for brand awareness, 但更少的归因, 或者绩效营销? Can TV publishers compete with social video on performance-based advertising? 他们应该这样做，还是冒着品牌受损的风险?
The Brand vs. 零售的辩论
The divide between Team Brand and Team Retail was immediately clear: Fino stated outright that most people are “dumb,” and that on average it takes seven times for a consumer to retain a brand’s marketing message. Whereas Denowitz emphasized that brands are relationship-oriented, 专注于故事, 合作伙伴关系, and talent, 扎克回击道:“商品在哪里?” She said that brands should not just be mushy relationship-based foundations and 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, attribution, improved ROI, localization, and specific data points directly relevant to individual consumers.
Sandoval pushed back by underscoring the need for a sense of relationship and guidance with brands, saying that people need to be taken through a journey and 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 brand safety by clearly revealing what an audience wants and 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 “brand and retail” are essential for the overall success of sales and for the satisfaction of users.
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