{"id":3772,"date":"2022-10-10T01:26:15","date_gmt":"2022-10-10T05:26:15","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/10\/10\/the-power-of-partnership-driving-engagement-within-a-convergent-entertainment-landscape\/"},"modified":"2022-10-10T01:26:15","modified_gmt":"2022-10-10T05:26:15","slug":"the-power-of-partnership-driving-engagement-within-a-convergent-entertainment-landscape","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-power-of-partnership-driving-engagement-within-a-convergent-entertainment-landscape\/3772\/","title":{"rendered":"The Power of Partnership: Driving Engagement Within a Convergent Entertainment Landscape"},"content":{"rendered":"

How the right data and media partnerships will solve advertiser challenges across linear TV, advanced TV and beyond. <\/strong><\/em><\/h1>\n

By Mallory Armstrong, Head of Global TV Data Strategy, Yahoo<\/em><\/p>\n\n\n\n\n\n

One of the hottest topics we see in the industry is conversations around convergent TV. With data showing that non-pay TV viewers (cord-cutters and cord-nevers combined) will outnumber pay TV viewers for the first time in 2024<\/a>. However, as we think of today\u2019s consumer, we should think not only of convergent TV but convergent entertainment, which includes TV, <\/a>gaming and social options<\/a>.<\/p>\n\n\n\n\n\n\n\n

With each of these channels come nuances in content styles, optimal ad formats and how to translate between walls often firmly established between each of these media owners. These factors make it even more imperative for marketers to create a connected data \u201cspine\u201d to understand and execute a cohesive strategy across them. But too often, our industry tries to take what worked in one channel and simply replicate it in another.<\/p>\n\n\n\n\n\n\n\n

In today\u2019s convergent entertainment world, this is a crucial mistake. Channels may share the same media formats (e.g., video) or KPIs (e.g., viewable impressions) but this doesn\u2019t mean identical creative will yield identical results.<\/p>\n\n\n\n\n\n\n\n

Fortunately, integrated media partnerships can help advertisers differentiate themselves and create a clear competitive advantage in convergent entertainment. In this blog, I explore how the right data and media partnerships can help drive results for advertisers across linear TV (LTV), connected TV (CTV), desktop, mobile and other channels.<\/p>\n\n\n\n\n

Understanding convergent entertainment<\/strong><\/h2>\n

Let\u2019s start with a definition. When our industry talks about the convergent TV landscape, we\u2019re referring to the blurring of lines between media types, devices and platforms between linear to addressable and fully OTT TV options. Convergent entertainment takes that further to include all media channels vying for consumer attention.<\/p>\n\n\n\n\n

How convergence can mean divergence for advertisers<\/strong><\/h2>\n

Advertisers face growing challenges as they consider the reality of this convergence and the media owners that operate within it. In trying to maintain a connection to their audiences, comprehensive identity data becomes more challenging to access because dominant media entities across these core channels are often walled gardens, each with its slice of the behavioral data pie.<\/p>\n\n\n\n\n\n

This lack of connection is especially problematic as demographics have shifted since the advent of digital media. We are finally reaching the long-discussed moment of TV viewership shifting to CTV<\/a>. This coincides with a compounding effect of having new audiences<\/a> emerge with a substantial share of voice across generations \u2014 the younger of which see their habits transform as quickly as the convergent media landscape evolves.<\/p>\n\n\n\n\n

Creating partnerships with convergence in mind<\/strong><\/h2>\n

Each of today\u2019s convergent entertainment players has its unique ability to leverage data on behalf of advertisers. While individually, the data and media within their walled gardens may be very valuable, it\u2019s rarely fully comprehensive. But collectively, these owners have the potential to support:<\/p>\n\n\n\n\n