Until now, ad buyers have not been able to advertise on what the company describes as edgier content, such as violent stunts and challenges. The company has written to advertisers asking which of them would like to be able to advertise on these riskier videos. Gamers have been expressing frustration for a while that YouTube won't allow advertisers to place commercials on their videos.
Matter More Media, the Chicago-based advertising company, reckons that, after 16 years of growing addressability, the 10 million ad-free Disney+ subscribers shows the lack of scalability within the ad industry and that the solution to this wake-up call is what the firm calls universal addressability, involving harmonizing technologies and inventory sources.
Newton Advisors, the financial commentator, has forecast that in spite of a strong start by Disney+ and a difficult few months for Netflix, that Disney's launch actually marks the beginning of the resurgence of Netflix. This assessment of the two companies is based partly on stock performance since the launch of Disney+ and partly from a belief that currently Netflix is inherently stronger than Disney+.
A new report by IAB Research, the NY-based advertising company, indicates both that D2C firms are not simply waiting to be bought up and nor do they merely use social media to assert their presence. Instead, these direct-to-consumer companies are making a profit, use diverse media strategies, including digital and print ads, and have global expansion plans.
Discovery emphasizes the importance of upper-level metrics, which include brand awareness and health, as well as understanding how these factors integrate with bottom-level metrics. The iconic company also stresses the importance of getting a broad perspective on TV and what it can achieve so that buyers can see the whole picture when it comes to attribution.