What excites me the most about streaming is the addressability. I don’t have “advanced TV” in my title for nothing. If you look at what’s possible with addressable television, you can have more relevant ads, different creative, better storytelling, more ability for audiences to engage with the content in ways that they couldn’t with our traditional delivery methods. I think that really is the potential, and I hope to see it achieved in the best possible way.
We’re working with a lot of clients in the streaming space who are introducing some really compelling ad units around shoppability within the programming that doesn’t disturb audiences’ viewing experience with the programming. Instead, in my opinion, it can help prevent audiences from going to their phones and getting distracted, and it creates a frictionless experience that helps consumers purchase the product they want when they see them.
I think there’s huge opportunity for direct-to-consumer commerce and on the creative side around the addressability. It also opens up more opportunities for how we’re going to manage those consumer experiences with advertising campaigns because we can engage in much more nuanced storytelling and calls to action in the creative because we have the ability to know how these ads can be sequenced and can run. It’s definitely going to change the game. That’s what I’m most excited about doing for our clients.