In this episode of the Advertising Forum sponsored by Philo, Rob Norman discusses the transformation of streaming from a disruptor to a mainstream advertising platform. He emphasizes the importance of understanding diverse user experiences across platforms, the significance of data and audience signals, and the shift from brand safety to brand suitability. Norman also highlights the evolving nature of partnerships and media planning in the streaming landscape, and the need to rewrite legacy beliefs from the linear TV era to adapt to the current advertising environment.

Takeaways

• Streaming has become the default for many brands.

• Different users have varying tolerances for advertising.

• The ad experience in streaming is generally better than cable.

• Understanding audience signals is crucial for effective advertising.

• ACR data helps in understanding content consumption patterns.

• Brand safety has evolved into brand suitability.

• Viewers' choices create context for ads.

• Choosing the right partners is essential for success.

• The upfront market is no longer just a futures market.

• Balancing reserve and spot markets is key in advertising.

Chapters

00:00 The Evolution of Streaming Advertising

04:10 Data and Audience Signals in Advertising

07:59 Brand Safety vs. Brand Suitability

11:55 Partnerships and Media Planning in Streaming

15:48 Rewriting Legacy Beliefs in Advertising