You see the likes of NBCUniversal doing lots more on-the-ground “shoppable” related marketing efforts, or the likes of ESPN, NBC Sports or Fox Sports, Sinclair's Diamond Sports Group or others diving into sports betting. Anything that drives consumers into the arms of marketers is considered.
Streaming platforms -- advertising video-on-demand services -- hope that more digitally connected TV will give advertisers some advantages -- even as Apple IOS pulls back on “cookie”-based connections through changes on its “opt-in” policy.
No matter. Linear TV continues to weaken. MoffettNathanson Research believes linear TV will see a decline of 1% when it comes to revenue and share this year -- and dipping lower over the next five years by around 6% on a compounded annual growth rate.
A cookieless world is also eating into the business of companies like Facebook. The research firm says this is happening as it moves away from the bottom-of-the-funnel stuff, shifting more to where linear TV resides -- at the top of the funnel.
Figure then that even with the hit Facebook has taken vis a vis Apple's decision, the social media platform might be more inclined to find a way to compete with linear TV in terms of video and content.
Who is in better shape going forward? Google and Amazon -- two companies that increasingly have a full range of marketing for the funnel.
This means everything from YouTube TV to Google Search for Google.
For Amazon, it means point-of-purchase data all the way up to NFL “Thursday Night Football” and Amazon Fire TV advertising revenue.
TV networks have amped up many efforts around new measures and possible new currencies. But do marketers really want much more from them?
Do they want data that not only traces the consumers travel path to specific business outcomes but all specific stops along the way?