Vudu’s Viability With Advertisers
With PMG since 2012, David Gong has led marketing initiatives at PMG, drawing on his past experience at agencies, publishers, and industry partners.
Chances are pretty, pretty, pretty good that you heard about Disney+ launching, and that the Streaming Wars is now, finally, in full effect (with all due respect to Hulu and Amazon Prime Video). You probably also haven’t heard much about Walmart’s video streaming service, Vudu, in terms of it being a viable destination for advertisers. In a timely article, Digiday (paywall) examines the issues the platform faces, and why Walmart is reportedly looking to shed itself of the service. PMG’s director of brand media, Natalee Geldert weighed in with her insights and thoughts.
Among their struggles, according to her, is Vudu’s lack of audience growth. “Their customer base is just not growing at the rate of other platforms or services,” said Geldert. There have also been questions about the quality of inventory and audience, both of which are very important to advertisers, especially some of the luxury brands PMG works with.
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With multiple sources reporting that Vudu’s sales team has gone quiet in recent months, it will be interesting to see what becomes of one of streaming’s early pioneers.
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