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Advertising: Not like it used to be

by Ed Abis,  13-Dec-2019 13:29:33

An excerpt from a Never.no feature in FEED magazine, written by our Commercial Director, Ed Abis.

When it comes to advertising to the people, companies have historically flocked to television. For years now it has been the dominating media form, because for so long it was one of the only ways to get your products placed directly in front of your customers. But now a lot has changed.

The level of competition has skyrocketed in recent years. There is now a huge and widely varying spectrum of broadcast options available. Technology has absolutely transformed the way brands communicate with their customers. 

And in turn, the customers have more control than they have ever had before, which means that brands need to keep up with the ever-changing media environment.

And we’re not talking small changes. Whole advertising models have experienced a complete overhaul, and we’re now seeing the likes of AVOD (advertising-based video on demand), SVOD (subscription video on demand) and TVOD (transactional video on demand) all fighting amongst themselves to become the top dog. Of course, we’re all probably well aware that SVOD is leading the way, with the likes of Amazon Prime and Netflix with a respectable headstart thanks to the customer base they’ve built up over the years. But they need to find continuous ways to monetise their content, which is when they’ll turn their attention to the AVOD model. 

So with things constantly on the move, what should advertisers be thinking about when they look ahead to the future? How can they plan for success in an ever-developing world?

Read the full article in FEED’s online December issue.

 

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