Disney Star Ropes Dheeraj Kummar as Director – Brand Ideation and Delivery
Dheeraj Kummar has joined Disney Star as the Director of Brand Ideation and Delivery, having previously served as National Creative Director at Motivator, a division of GroupM. He will oversee brand executions and solutions for the entertainment channels owned by Disney Star.
Dheeraj Kummar joins Disney Star as Director – brand ideation and delivery
He will be in charge of brand solutions, branded content, and integrations for Disney Star’s linear TV channels as well as their online presence. Prior to this, Kummar spent almost seven years as Motivator’s National Creative Director at GroupM. He collaborated with Motivator ExCo to establish effective client-agency relationships in this capacity, took part in AOP communication planning sessions, gave shrewd creative direction for projects involving content and creativity, and carried out a number of other duties.
Kummar’s previous endeavors
He was formerly employed by Fipple Flute Kommunication LLP from September 2016 until September 2017. In this capacity, he offered a variety of clients content solutions for traditional and digital platforms on a retainer basis. Additionally, he worked as a consultant for The Viral Fever (TVF), an online digital entertainment channel, offering brand solutions. He was employed at Reliance Broadcast Network before that. He started with Big FM as the Network Creative Head and left as an SVP of Creative Solutions and Services. Kummar has also held positions at Amar Ujala Publications, United Advertising & Marketing Services, Big River Radio, Sopan Productions, Surge Entertainment, and Subhash Studios in the past.
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Netflix’s Ad-Supported Tier Hits 40M Monthly Active Users Globally
Netflix’s ad-supported tier has passed a new benchmark. Up from 5 million a year ago, the ad tier now has 40 million monthly active users worldwide. In the 12 countries where it is available, the plan accounts for more than 40% of new streamer sign-ups. Along with these updates to the ad tier, the company also unveiled its own internal adtech platform.
Netflix’s ad-supported tier hits a milestone
With over 70% of its ad-supported users watching Netflix for more than 10 hours a month, Nielsen reports, Netflix took a moment during its upfront presentation at Pier59 Studios, where it’s also hosting a two-day experience with rooms themed after popular series, to brag about how engaged its users are. In addition, it claimed that viewers are twice as likely to respond to an advertisement three hours into a show as they are when they first start, in contrast to other streaming services and linear TV.
It appears that Netflix’s move into an ad-supported business model has been successful. Across all tiers, there were 270 million users of the service as of April. Furthermore, Netflix reported that over 40% of new users were registering for the ad-supported tier in areas where advertisements are available. The streamer anticipates that its upcoming platform will give advertisers new perspectives on impact measurement and purchasing strategies. To accommodate new partners like Google’s Display & Video 360, Magnite, and The Trade Desk, Netflix is also currently growing its buyers’ market.
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Netflix to introduce in-house ad tech platform
Netflix announced its intention to introduce “an in-house advertising technology platform” along with the milestone. “Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today,” stated Amy Reinhard, president of advertising at Netflix. Co-CEO Greg Peters stated during Netflix’s most recent earnings report that “plenty more” needs to be done to “realize the potential” in the ad tier. The company also revealed many upcoming projects, including a renewal for 3 Body Problem, in addition to the ad tier updates.
NFL Christmas Day games on Netflix
The announcement of Netflix’s intention to expand into live events coincides with the news that streaming rights for NFL games on Christmas Day have been acquired. This comes after several live comedy specials and will soon be joined by weekly WWE broadcasts and a boxing match involving Jake Paul and Mike Tyson. Additionally, it coincides with a period in which Netflix and its rivals have begun to resemble traditional cable TV due to price increases and bundles
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Upcoming series and movie lineup
Ted Sarandos, the other co-CEO of Netflix, was very transparent about the initial looks and teases of the shows the company would be showcasing before its upfront event. These included Ryan Murphy’s Monsters: The Lyle and Erik Menendez Story, Cobra Kai, Emily in Paris, Outer Banks, The Night Agent, and Season 2 of Squid Game, which Sarandos referred to as “our big one.” The Waterfront, Rising: Simone Biles, and untitled projects about Olympic Men’s Basketball, a Tim McGraw-led drama, and a Dallas Cowboys docuseries are among the new series the company has announced.
A sequel starring Adam Sandler as Happy Gilmore and a Kathryn Bigelow film were among the new releases that were announced at the same time. The news rounds out Netflix’s big news day, which also featured the previously reported Christmas NFL deal. The three-year deal is expected to transform the TV industry and position the streamer as a top competitor for upfront TV funding.
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DTH Platform Tata Play Announces Addressable Ads for Linear TV
Tata Play, a direct-to-home (DTH) provider, has announced that addressable television ads will be available soon. With the help of addressable TV advertising technology, advertisers may segment TV audiences into distinct groups and show different advertisements to distinct households—even when they are watching the same show. The action is a direct result of newly acquired additional satellite capacity and is the first of its kind in India. Addressable ads have essentially made it possible to achieve media planning on television that is similar to digital. Brands can use audience profiles and geographical filters to more precisely target their linear TV advertisements.
Addressable Ads and Linear TV
With this, media planning on television can now be accomplished digitally. Addressable TV advertisements combine digital media and linear TV. For top-of-funnel delivery, it is necessary. Advertisers can benefit from increased ROI with Tata Play’s Addressable Ads thanks to features like targeting and buying impressions. Now that they have the means, broadcast partners can provide brands with a more relevant, lucrative, and efficient inventory.
Tata Play Collaboration with Invidi and TAM
With this ground-breaking innovation, marketers can now reach their intended audience with total measurability—a first for disconnected boxes. Television advertising will be more interesting and successful thanks to segmentation, which will be based on audience profiles and different geographical cuts. For this project, Tata Play has teamed up with TAM and Invidi. Invidi is the addressable ad technology and campaign management partner while TAM will enable audience measurement and monitoring.
Here’s what they said
Harit Nagpal, chief executive and managing director, of Tata Play, said,
While television delivers the highest advertising reach for brands, it doesn’t offer sharper targeting. With our targeted ad delivery, we can now split a TV spot into multiple beams, each carrying messages to distinctive audience cohorts, as required by the advertisers.
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AMC Networks Offers Programmatic Addressable Advertising On Linear TV
An industry first, AMC Networks makes addressable programmatic television advertising a reality. It announced a partnership with two of the biggest names of adtech – Trade Desk and Magnite.
The First Of Its Kind
The cable programmer worked on several campaigns with national advertisers to enable programmatic and addressable buying on linear television. The new capability allows advertisers to buy live TV inventory with the same type of automated technology traditionally reserved for digital.
For more than a year, AMC Networks has been working to make it possible for advertisers to buy linear TV through automated and programmatic platforms. The aim was to enable advanced and automated buying tools, with enhanced targeting around popular and high-quality content.
Evan Adlman, senior vice president of advanced advertising and digital partnerships for AMC Networks pledges to work on 100% linear reach addressability. He also added that providing a full range of advantages on linear television will be the prime focus of the advertising partnerships
“This is a huge development, for us and for the entire industry, unlocking the value of linear inventory by providing advanced programmatic buying, with full addressability, on linear television.”
Interesting Read: All You Need To Know About Connected TV Advertising!
Successful Pilot Experiment With The Advertisers
The cable programmer enabled the addressable TV capabilities in Q3. It teamed up with The Trade Desk and sell-side platform Magnite to implement addressable programmatic buying for major advertisers like Best Western, Smithfield Foods, Securian Financial. In a statement, AMC Networks said all these clients continued to stay live in the fourth quarter. It is also working to expand the current brand partners and add new ones.
In the past, such buys were only available for AMC Network’s web content, which is generally less expensive. Programmatic buys on linear TV involve advertisers cross-referencing their own first-party datasets with those of media owners to improve their audience targeting. This is usually accomplished using an encryption tool such as a data clean room.
Crucial Partnerships
AMC Networks claims the partnerships are crucial in an effort to protect the core linear product. In partnership with Magnite, the cable programmer intends to make linear reach 100% addressable, regardless of where the consumer views the advertising.
Matt McLeggon, senior vice president of advanced solutions, Magnite said,
“The work we’ve done with AMC brings the full power of programmatic execution to linear TV for the first time and gives advertisers the technology they need to holistically manage campaigns across CTV and linear TV.”
AMC claims an ideal partnership with trade Desk, a buy-side tool popularly known as a demand-side platform. Owing to the Trade Desk’s wide base of media buyers., more advertisers can access inventory.
Tim Sims, chief revenue officer, The Trade Desk said that the partnership will bring advertisers all the advantages of programmatic plus the opportunity to buy high-quality content like never before.
“Giving advertisers the access to a new pool of premium inventory and the ability to use their first-party data through this linear addressable capability is a perfect match.”
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