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Shared Lessons for Linear TV and AVOD

1 MINUTE READ | July 15, 2020

Shared Lessons for Linear TV and AVOD

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David Gong

With PMG since 2012, David Gong leads marketing initiatives at PMG, drawing on his past experience at agencies, publishers, and industry.

As TV networks jump feet-first into ad-supported streaming services, there are lessons that its sellers could learn from AVOD players, and vice versa. That’s the premise of a recent AdExchanger article, which featured commentary from PMG’s Natalee Geldert.

The story listed out three main lessons:

  • Bring AVOD’s lighter ad loads to linear

  • Niche audiences can still bring branding opportunities

  • Cross-channel measurement is valuable, but remember relationships matter

Investing in relationships are key, according to Geldert, who said, “Audience buying and platforms can only get you so far.” The article also included Geldert’s suggestion that networks should “program for binge viewing as they move into ad-supported streaming – and experiment with how to bring that experience back to linear TV.”

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Some examples of how “networks can also apply their expertise in identifying branding moments – for example, The Super Bowl or The Oscars – back to streaming” is by “curating content around moments, such as a scary movie package for Halloween or cooking shows during the holiday season.”