TELEVISIÓN Versión en español
Rumbo panel at IAB Beyond Digital: We’re in a streaming decade when all has changed – product, offer and structure
Liz Unamo| 10 de abril de 2022
Webinar IAB TV 3.0
In the Rumbo webinar on IAB Beyond Digital, PRODU moderated the Television 3.0: Discover the Right Strategy panel with the participation of Adriana Naves, head of Content Distribution for Roku Latin America; Natalia Juliao, VP of Content and Programming Strategy for Pluto TV of Paramount Latin America; Juan Fernando Nino, chief executive Lat Am, OMD; and Pablo Rada, Media & Digital Hub director in North America for Unilever. For the panelists, the assets of the television 3.0 industry are change, adaptability and disruption.“Platforms function like a large showcase window for the consumer. He can buy what he wants because there’s a variety of content offers,” Naves said. “We’re in the streaming decade when everything has changed – the product, the offer and the structure.”Juliao added that the new role played by TV personalities is to be “disruptors” in the industry. “They work with a new business model, not only for content producers and distributors but also for advertisers. They’re out to change and construct new business opportunities both for brands and audiences and for content creators.” Nonetheless, Rada asked for a change with less time-saving achieved by cutting brand messages short. He gave as an example the way Knorr tries to promote healthier eating habits, but when it attempts to explain why, the challenge of squeezing such an important message into 15 seconds is just too much. “We have experimented for quite some time with certain types of formats for a temporary understanding. We’ve cut our communication length down to 15, 10, 3 seconds, etc. The purpose of these new services is interesting because I understand they’ve begun to open new opportunities in a different way, and not just in the advertising format but also for content generation. Such messages often need communication units that are a little more expanded, because they can be fairly complex.” He also appreciates the alternative approach that can be more pleasing for people eager to find content without the shrinkage into small spaces as in other business models of today’s industry.
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