What the Rise of Streaming TV Means for Marketers

Streaming TV, which now reaches about four-fifths of U.S. households, was initially predicated on being ad-free. But ad models have appeared fairly quickly and will probably become an even more significant part of the mix as penetration rates grow. After all, who's going to pay for the endless supply of programming? In a hypercompetitive market, media companies cannot live by subscriptions alone.

The rise of streaming presents a major opportunity for marketers, supplying brands access to first-party data and spurring marketers to think more imaginatively when it comes to how to thread their brands into stories, as traditional product placement fast reaches its expiration date. Streaming is also a good excuse for marketing organizations to dismantle their silos to ensure that media buying is consistent across any screen.

DJ Perera, director, media center of excellence at Boehringer Ingelheim and David Spencer, manager, emerging media and partnerships, global media operations at GM, have been following the growth of streaming closely and are steering more and more of their ad dollars to streaming venues.

In this episode of Champions of Growth, Perera and Kaplan provide insights about where the opportunities lie for streaming TV, how marketers cultivate relationships with streaming networks (Netflix, Hulu, Disney+, etc.), and why it's a good idea that brand managers keep their linear TV buys handy.

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