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In this episode of the State of Streaming podcast, Tim Rowe hosts Jean Carucci, "The Streaming Strategy Scholar" and Principal @ Carucci Consultants. Our conversation centers around what it takes for Streaming TV publishers to win, focusing on the essential ad products needed to compete, strategies for balancing programmatic dollars and direct sales, and the critical need to educate sales teams in the fast-evolving Connected TV (CTV) landscape.
Here are three key takeaways from our conversation that every marketer and advertiser should consider:
- The Challenge of Educating Sales Teams: Jean discusses the "analysis paralysis" sales teams face due to the overwhelming pace of change in streaming. She emphasizes the importance of shifting metrics away from legacy ratings (TRPs) to engagement, subscribers, and watch time. The key is to provide consistent, curated education so teams can be responsive (informed and strategic) rather than reactive (panicked and late).
- 00:08:15 - The challenge of educating sales teams
- 00:09:40 - Shifting the paradigm from ratings to engagement
- 00:11:45 - Being responsive vs. reactive
- The Four "Table Stakes" of a Streaming Ad Stack: To be competitive, Jean argues that streaming publishers must offer four key ad products. She breaks down why Contextual Targeting (aligning ads with specific content), Pause Ads (a user-generated, incremental opportunity), Interactive Ads (making TV truly "connected"), and Shoppability (speeding up the transaction) are now non-negotiable.
- 00:12:08 - The Streaming Ad Product Scorecard
- 00:14:10 - The four table stake ad types of streaming
- Ad Products Gaining Momentum: Beyond the basics, Jean identifies three ad placements rapidly gaining traction for their high value. These include Prominent Home Screen Placements (valuable "billboard" real estate), Exclusive Pre-Roll Ownership (aligning with content before it even starts), and Prime Pod Placement (owning the very first ad in a break).
- 00:16:30 - Trends and three ad types gaining momentum
- 00:18:28 - Balancing programmatic vs. direct-sold ad products
Connect with Jean and learn more about her work here:
- LinkedIn: Jean Carucci
- Substack: The Streaming Strategy Scholar
- Website: carucciconsultants.com
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