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Carl Mayer

Member since November 2020Contact Carl

  • VP, Content Strategy & Planning Active International - An AMS Company
  • 1 Blue Hill Plaza
  • Pearl River New York
  • 10965 USA

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  • Streaming Adopts Cable's Playbook by Carl Mayer (Planning & Buying Insider on 06/07/2024)

    Thanks for your comment, Ed. You make some great points, and I agree with you that Linear TV is by no means dead. I meant to convey that in the article, and often used “scare quotes” around words like that. When I didn’t, it was because I assumed they were implied. If I was unclear, then that’s on me.Traditional TV has definitely been diminished, and as you mentioned much of that is a function of newer technologies providing more options. Additionally, I would posit that a lot of the wounds have been self-inflicted. Cable networks now save the “good stuff” for their streaming platforms and load their linear schedules with episodes of acquired sitcoms that are already syndicated and infinite blocks of reality programming. Then when the desired audience doesn’t show up, the execs throw up their hands and say, “See?  Streaming is killing us!”I also appreciate your point about the targeting of streaming, and that it’s being “better” is “highly theoretical.”  I also tend to agree with you here. I think it is undeniable that streaming can be far more specific in its targeting, but that doesn’t necessarily make it better. Let’s say a film studio’s marketing team has decided a film will appeal to Men 18-34. With streaming/CTV ads, they’ll be able to target that audience and virtually exclude all others. But the movie may have also resonated with some other demo(s). In those cases, broader would be “better,” since it would have appealed to an audience that wasn’t even considered. Especially for film releases, where there is a brief window and little time to refine the targeting.                So more specific? Yes. Better? Not always.Thanks again for reading and commenting.

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