With Christmas fast becoming a distant memory, the lingering taste of mince pies being replaced by salads and health shakes, co-founder ☕️ Nik Wheatley has some reflections from Christmas…

The golden age of video needs urgent focus on viewer experience and greater demand from all, on how our ad investments are really being delivered!

Reflection from Christmas spent largely static and watching a lot of Video with the kids, brought back into the professional world via Campaign UK. https://lnkd.in/eaA_en-x

Quick disclaimer that our family behaviours are not typical; we do not have a single linear feed to any screen in the home and rarely actually get to watch anything together – my kids are also not allowed to skip ads! Anyway, experiment notations made, some observations…

Proliferation of Streamers and platforms to view ‘big screen shared content’ on is (as observed by others) understandable commercially, but becoming a bit messy and expensive a market to consume in.  It needs better aggregation.

More pointedly right now, per David Amodio comments, the clarity of data and integration of behavioural signals is staggering, if not always effectively applied (Christmas presents bought late for my daughter plugged relentlessly way after purchase) but the user experience is incredibly inconsistent and, frankly sometimes careless.  Too many platforms, who are now large broadcasters, show too little interest in the on-air experience of people viewing – almost as if they actively never considered this as something advertisers, if not viewers, might care about.

My kids absolutely lost their marbles at the frequent and ill-timed interruptions of longer form content – even asking if I was responsible! I wasn’t but wondered whether the Marketing Directors of several large brands were taking the sort of interest in how their brands were showing up?  The experience on i.e. My5 was streets ahead – not necessarily what I expected.

Linked to comments from Kate Tovey later in the article, we need to get clear on the power of trust to influence purchase decisions and the role of quality media experiences in creating that. Positive media investments can mean different things to different people but the outcomes we are all invested in need us to get back to much more active considerations about how and where our ads are being consumed, not just how they are targeted.

When it comes to Amazon, Amodio is excited by the potential to share insights and raise standards for partners. For clarity, so am I, but we really need to get this stuff right across the spectrum of new broadcasters. If we don’t, then I suspect audiences will remind the tech and ad communities that they decide who wins and loses in this emerging landscape – and no abundance of data or behavioural signals will be enough, if we forget they are turning up to enjoy themselves, before they buy anything.

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