Will the BBC go ad-supported? Marketing experts assess broadcaster’s ‘radical’ options as licence fee increase looms | Analysis

Amid the rise of connected TV (CTV), traditional linear channels are in decline, forcing players within the space to find creative solutions to maintain their audiences. For the BBC, iPlayer has served as its answer to competing CTV offerings like Netflix, Disney+, Amazon Prime, and more.

However, CTV itself isn’t immune to problems. The abundance of streamers, channels, and consumption mediums has left audiences fragmented, making them harder to pin down—arguably leading to the rise of advertising solutions like retail media.

CTV itself has seen creative advertising solutions implemented to win over consumers in an increasingly competitive market. Namely, several streamers recently launched both ad-supported and ad-free tiers, as well as Netflix’s option for brands to purchase ad buys on its platform.

The BBC has been left somewhat stuck in the crosshairs—caught between being a linear TV channel and a streaming service. According to the BBC, its TV licence accounted for roughly 65% of its income in 2023, amassing £3.75 (US$4.75) billion of its £5.73 (US$7.26) billion total income.

As it trials a series of strategies to generate new income streams, including a partnership that sees Disney sponsor its popular show Doctor Who, the UK Government announced a £10.50 (US$ 13.30) increase in price for the BBC’s TV licence from £159 (US$ 201) to £169.50 (US$ 214.73) a year as of April 2024.

It has also stated that a review of both the licence and “alternative funding options” is ongoing, as well as a plan to “radically transform and renew” its online offerings, which could potentially see the licence scrapped altogether.

‘It’s important to ensure that accompanying ads are both relevant and personalised to resonate with the target audiences.’

 Paul Briggs, SVP Europe at Silverpush

On the potential impact among audiences and advertisers, Paul Briggs, SVP Europe

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Brands ARE Missing OUT ON Profits AND Current market SHARE Expansion BY NOT Participating Properly WITH Assorted COMMUNITIES & MEDIA Attributes, According TO Analysis FROM Direct Digital HOLDINGS

Virtually 90% of Varied / Multicultural People Report Having Favourable Motion as a End result of a Marketer Purposefully Investing in Their Communities, Such as Switching Brand names

Majority Cite Much more Favorable Emotions About Models That Market in Assorted / Multicultural Media 4 in 10 Far more Possible to See Adverts on Those Qualities When compared with Mainstream Media

HOUSTON, Feb. 14, 2023 /PRNewswire/ — Direct Digital Holdings, Inc. (Nasdaq: DRCT) (“Direct Electronic Holdings” or the “Corporation”), a major marketing and marketing and advertising technological know-how platform operating via its corporations Colossus Media, LLC (“Colossus SSP”), Huddled Masses LLC (“Huddled Masses”) and Orange142, LLC (“Orange142”), these days launched a new whitepaper, Bucks & DEI: Multicultural Consumers’ Insights on Brands’ Media Purchasing and Promoting Procedures. The findings expose that models, at a time of economic uncertainty, are at this time lacking out on substantial income and current market share development options – and jeopardizing potential expansion – due to a lack of suitable and purposeful concentrate on the Black, Hispanic / Latin, AAPI and LGBTQIA+ communities.

The whitepaper centers on distinctive investigate, commissioned by Direct Electronic Holdings and conducted by Horowitz Analysis. An in-depth survey, the outcomes highlight the perspectives of assorted / multicultural individuals, a team that contains two-fifths of the American consumer market place, but has not had proportionate focus from the promoting organization. 

The investigation tapped 1,342 U.S. older people 18+ from the Black, Hispanic / Latin, AAPI and LGBTQIA+ communities to share their attitudes and behaviors in gentle of the promoting world’s scattershot diversity initiatives.

In accordance to the conclusions, almost 90 per cent of assorted / multicultural consumers report using action because of a corporation investing in their community, which include telling other folks about the manufacturer, sharing their help on social

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