Entertainment Marketing Strategists Discuss COVID-19 and Role of Targeted Advertising

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PwC Partner Andrea Fishman discusses changing consumer behavior in the media industry, “audiences are willing to share in turn for a valuable experience” | VarietyStreamingRoom 'Rebooting the Entertainment Industry' sponsored by PwCAdvisory & AdCouncil

, on Tuesday to discuss strategies for marketing and maintaining interest in new shows and platforms as technology and world events affect the industry.

One major marketing shift has been the increasing division of potential audiences into smaller, more niche groups. Television commercials used to broadcast to all viewers in a certain region who were tuned into the same show, but that reality is becoming increasingly segmented. “I think we’ve hit that tipping point where audiences are willing to share in turn for a valuable experience,” she said. “I think it’s less about trend data, but more about, how do you drive personalization across the channel? Knowing your audience, knowing where they are right now and how they’re consuming becomes more and more important.”

“I think what we’ve learned a lot at Ad Council, and not that we hadn’t been leaning into that, but there’s no such thing as one message for all,” Kayse added. “There are so many different communities and different audiences. There’s so many platforms with which you can work with to ensure that you’re getting the right message to the right people.”

 

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