SMNYC主题演讲亮点:击败BUZZR & Brand Vs. Retail
On Tuesday, May 21, at Streaming Media NYC, a series of morning keynotes featuring leading industry figures covered a wide range of topics, including how 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, Uber Advertising, IAB, and Witz About Her.
微软和弗里曼特尔重新构想和重振复古内容
Nadine Krefetz，顾问， Reality Software and 特约编辑，流媒体他主持了一个嘉宾座谈 Laura Florence，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 Beat the BUZZR 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, Beat the BUZZR让FAST的观众一头扎进游戏的小测验中, trivia, and personalized insights, 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, and metadata given to ChatGPT. They worked with Alice & Smith 搭建平台 Playfab and with Prime Focus Technologies 以协助将这些经典节目的分辨率提高到4K MediaKind for playout.
Florence highlighted the many sponsorable elements to Beat the BUZZR and 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.
The Battle of Brand vs. 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, Uber Advertising and Lauren Denowitz, Founder, Witz About Her - Brand Entertainment & 营销咨询和创始人 & 前全球工作室主管， draftLine Entertainment @ ABInBev. “零售团队”的代表是米歇尔·菲诺, 品牌娱乐主管, Crackle, and Pam Zucker, Chief Strategy Officer, 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, but less attribution, or performance marketing? 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?
The Brand vs. Retail debate
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. 而Denowitz强调品牌是以关系为导向的, focusing on stories, partnerships, 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, enhanced measuring, attribution, improved ROI, localization, 以及与个人消费者直接相关的具体数据点.
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, 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 brand safety by clearly revealing what an audience wants and who they are, beyond mere data points.
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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