3. PERSONALIZATION
The de-massification of media
towards personalized feeds,
coupled with relatively cheap
subscription costs and "all-
you-can-eat media" has led to
an uprising of online and on-
demand streaming
services. [1]
4. accounted for about half of the overall 3%
decline in TV viewing among U.S.
audiences.
In 2015,
Image by: "Methodshop.com'. Sourced from: Flickr
[2]
5. CORD
CUTTING
and proliferation of
television content has led
to serious declines in TV
advertising revenue and
return on investment.
The growing trend of
Image by: Zechariah Judy. Sourced from: Flickr
[3],[4]
6. LESS OF IT LIVE
We are consuming more television but watching
and ad revenues are shrinking. [5]
7. We also
have a new
expectation of
relevance in our
ads.
Photo by: Cory Doctorow. Sourced from: Flickr
[6]
9. How can the industry replace or retain
some of its
$65 BILLION
in annual ad revenue?[5]
10. Shows partnering
with brands to create
sponsored promotion
vehicles [7]
BRANDED
PROMOTIONS
Delivers an
increase in
programming
realism [6]
PRODUCT
PLACEMENT
Providing relevant
commercials to
specific households
based on big data [8]
TARGETED
ADVERTISING
SOME SOLUTIONS
Networks have been experimenting with some
options.
11. But, the real money is in bringing
NATIVE
ADVERTISING
from online to the small screen. [9]
12. Businesses must move from
interruption marketing to
permission marketing to
retain their audience. Brands
have become the new
publishers and their content
must be
"status-update worthy." [10]
14. It minimizes disruption and is consistent with the
experience a consumer is enjoying. If it is virtually
indistinguishable from other material, we are less
likely to turn away. [11]
15. Native advertising on
network TV started to heat
up in 2016. Networks are
attempting to write story
lines around the products
advertisers are trying to
sell.
And the only way to avoid
the product placement
would be to stop the show
altogether. [9]
16. $36
Expected US
Native Display
advertising
revenue in 2021.
Billion
$17
US Native Display
advertising
revenue in 2016.
Sponsored content will be
the fastest growing native
format over the next five
years
Billion
[9]
18. Native ads will result in
fewer, more targeted
commercial minutes
10
Viceland airs 10
minutes of
commercials, down
from standard 16
minutes per hour.Minutes
4
Viacom reduced
commercials by 4
minutes per hour.
Minutes
Viceland launched their network on
a Native Advertising model.
[7]
[12]
19. Last season, Fox’s “Empire” partnered with
Pepsi for a 3 episode arc. It culminated in a
music video starring a main character
promoting Pepsi.
NATIVE ADVERTISING
IN ACTION
[7]
20. Advertising savvy brands will capitalize on their
native advertising with real-time marketing, joining
the conversations around the buzz their shows create
as they happen. [13]
21. On demand and online
media are changing the
face of television, and
the rise of native
advertising means the
content on our screens
might have more to it
than meets the eye.
22. [1] Matrix, Sidneyeve. 2017. FILM 240: Module 1 Lecture 1 Media Convergence. Video.
[2] Spangler, Todd. 2016. "Netflix Caused 50% Of U.S. TV Viewing Drop In 2015 (Study)".
Variety. http://variety.com/2016/digital/news/netflix-tv-ratings-decline-2015-
1201721672/.
[3] Paskin, Willa. 2015. "In The Streaming Age, Nothing’S A Hit Anymore". Slate
Magazine.
http://www.slate.com/articles/arts/television/2015/11/tv_ratings_in_the_streaming_
age_why_nothing_can_be_called_a_hit_anymore.html.
[4] Jackson, Emily. 2016. "Broadcasting Revenues Dip As Canadians Move Online For
Radio And Television: CRTC". Financial Post. http://business.financialpost.com/fp-
tech-desk/broadcasting-revenues-dip-as-canadians-move-online-for-radio-and-
television-crtc?__lsa=a067-7999.
[5] Wolk, Alan. 2015. "When Netflix And Other On-Demand Services Killed The TV Ad
Golden Goose". The Guardian. https://www.theguardian.com/media-
network/2015/feb/05/netflix-subscription-services-television-ad-revenues.
WORKS CITED: 1 OF 3
23. [6] Matrix, Sidneyeve. 2017. FILM 240: Module 2 Lecture 1 Advertising Strategies.
Video.
[7] Poggi, Jeanine. 2016. "Dear TV: We Love You. You're Perfect. Now Change. (But Not
Too Much.)". Ad Age. http://adage.com/article/media/future-tv-
advertising/303565/.
[8] Paul, Jonathan. 2016. "Addressable TV, Coming Soon To Canada". Strategy Online.
http://strategyonline.ca/2016/06/21/addressable-tv-coming-soon-to-canada/.
[9] Meola, Andrew. 2016. "Native Advertising Is About To Take Over Television".
Business Insider. http://www.businessinsider.com/native-advertising-is-about-to-
take-over-television-2016-5.
[10] Toole, Catherine. 2017. "Brands As Publishers: Inside The Content Marketing
Trend". Curve. Accessed February 26. http://curve.gettyimages.com/article/brands-
as-publishers-inside-the-content-marketing-trend.
WORKS CITED: 2 OF 3
24. Jeremy Weiss
The Next Generation of TV Advertising
All photos included are Creative Commons Zero Licensed unless otherwise noted.
[11] Campbell, Colin and Lawrence J. Marks. 2017. "Good Native Advertising Isn't
A Secret". Business Horizons 58 (6): 599-606. doi:10.1016/j.bushor.2015.06.003.
[12] Lynch, Jason. 2016. "Viceland Is Shaking Up TV Advertising By Running
More Native Ads That Look Editorial". Adweek. http://www.adweek.com/tv-
video/how-viceland-shaking-television-advertising-169935/.
[13] Krashinsky, Susan. 2014. "A Sunday Shift: The Rise Of Real-Time Ads". The
Globe And Mail. http://go.galegroup.com.proxy.queensu.ca/ps/i.do?
p=CPI&sw=w&u=queensulaw&v=2.1&id=GALE%7CA357218028&it=r&asid=5ca8b1
8d1e7c7674fa4d7d6ba9738cd9#.
WORKS CITED: 3 OF 3
