[Marketing Week] Bob Koigi: Video content streaming experiences: Customer is king

Video streaming experience has become unwieldy, unfriendly, and expensive for a bulk of consumers with three out of every five subscribers to multiple streaming services expressing frustration with their viewing experiences.

This is according to a new survey by global information technology services and consulting firm Accenture. The report dubbed The “Streaming’s Next Act: Aggregators to play a starring role in making consumers happier” that polled 6,000 consumers globally further posits that consumers  think more than 60% of the content they are paying for is not relevant to them.

The report offers key insights to content creators on packaging and personalizing their messages to consumers’ preferences.

And in trying to better understand what customers are watching and presenting advertising at the person-level, Nielsen recently launched Streaming Signals, a new solution for connected TV (CTV) operators and advertisers to better understand who is watching a show within the household.

A first-of-its-kind solution that unbundles household viewing, Streaming Signals enables both media buyers and media sellers to optimize and measure CTV reach for more efficient advertising, maximizing ad revenue and delivery to streaming audiences. 

In the partnerships and acquisitions fields that made headlines this week,  AppLovin Corporation, a marketing software company, has completed the acquisition of Twitter, Inc.’s MoPub business for $1.05 billion in cash.

Combined with MoPub’s core features, MAX further accelerates growth and improves efficiencies for app publishers while providing advertisers with expanded reach and market-efficient pricing. The unified platform is expected to process more than $15 billion of annualized advertiser spend by 2023.

At the same time Mediacom Communications has announced it has reached a carriage agreement with Paxton Media. The deal gives Mediacom retransmission consent rights to WPSD-TV, the Paxton Media owned local NBC affiliate in Paducah, KY/Marion-Harrisburg, IL/Cape Girardeau, MO.

SmartAsset, an online destination for financial advice and marketplace that connects consumers to financial advisors, has launched a national TV campaign in partnership with All-Inclusive TV agency Marketing Architects.

Marketing Architects worked with SmartAsset to pretest a variety of creative strategies. They landed on two spots, “Where Frank Used to Sit" and “Learning from Mistakes.” The commercials highlight how SmartAsset can help viewers prepare for retirement.

On sustainability matters, car manufacturer Volvo Trucks recently received an order for an additional 25 heavy electric trucks from DFDS, Northern Europe's largest shipping and logistics company. The new vehicles are on top of the record order of 100 Volvo FM electric trucks that was made in October, adding up to a total of 125 electric trucks for DFDS.

Logitech International has  achieved a 75th percentile ranking in the computer peripherals and office electronic industry worldwide, retaining its status as a member of the Dow Jones Sustainability Europe Index (DJSI), a widely recognized standard for measuring and advancing Environmental, Social, and Governance (ESG) criteria, for the second consecutive year.

In other developments, Boiron has named Havas Media Group as its multimedia partner in France and 12 other European countries.

With effect from January 2022, Havas Media Group will be tasked with providing Boiron with strategic support, consulting and all media buying not only in France, but also in 12 other European countries: Romania, Russia, Bulgaria, Italy, Portugal, Slovakia, Belgium, Hungary, Czech Republic, Poland, Spain and Switzerland.

And finally, The global outdoor advertising market value is forecasted to reach $58.80 billion in 2025, growing at a compound annual growth rate, CAGR, of 12.26%, for the period spanning from 2021 to 2025. This is according to the study by Research and Markets.

Factors such as a booming tourism industry, growing programmatic digital display Ad spending, increasing urban populace, accelerating economic growth and improving consumer confidence are expected to drive the market.

Bob Koigi is an editor at Marketing Report EU

 

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