ER Magazine - July/August 2017 - 24

[SmartBuy]

Living the Stream
By Eddie Wilders

I

'm lucky enough to have my
parents spend a part of each
week with me. They babysit
my daughter on Wednesdays,
making the trip from Long
Island on Tuesday night and
leaving after my wife and I get
home from work the following night.
In that 24-hour period, they consume a lot of television. They watch
some combination of Disney cartoons
(Mickey Mouse Clubhouse is on my
daughter's shortlist of favorites) to
horse racing (my dad has an obsession
with the sport) to dramas (Murder, She
Wrote is still a go-to for my mom).
They can watch whatever they want
through my cable provider, and they
don't have to stretch far into the technological world to do so. Even though
they are more than capable of firing up
the Apple TV and browsing the apps
to find a show that they like, my mom
still has a habit of saying, "Did you tape
NCIS tonight?" rather than reference
the DVR or the notion of "recording"
the program. If it were up to them,
Betamax would be the way to go.
Digital platforms have taken live
viewing away from linear television
for a majority of younger viewers,
and a not-insignificant sample of
older ones. Even the DVR isn't used
as it was only a year ago. The idea of

24

electronicRetailer | July-August 2017

binge-watching your favorite program
is a time-efficient way to catch up on
a program, as opposed to waiting a
week to watch a new episode. Netflix
and Hulu offer customers the chance
to consume an entire "season" in one
sitting, and the model has proven so
successful that cable networks such as

If you put all
of your dollars
into linear
cable, you'll
likely overpay
for an audience
that isn't there.
TBS have followed suit. Gone are the
days when broadcast and cable set the
trends; streaming services now have all
the power and money.
With Twitter showing the world
that the public wants to stream NFL
and other professional games, digital
platforms are going into the next round
of sports contracts with guns blazing.
When NFL, MLB, and NBA contracts run out over the next few years,

Eddie Wilders is senior
vice president of research
and analytics of Lockard &
Wechsler Direct in
Irvington, N.Y. "Like"
Lockard & Wechsler on
Facebook and follow them
on Twitter @lwdirect.

platforms such as Amazon and Hulu are
going to throw any amount of money
they can at the rights to high-priced,
high-demand sports programming.
Already suffering from subscriber losses,
networks such as ESPN may find this
to be the final nail in the coffin.
As platforms and media change the
way we view content, the way agencies and clients look at audiences and
prospects has to change, as well. You
can't take a wait-and-see attitude on
addressable and programmatic advertising, and if you underestimate or deny
the impact and popularity of Hulu and
Amazon, you'll risk missing an opportunity to reach a valuable audience.
And if you put all of your dollars into
linear cable, you'll likely overpay for an
audience that isn't there.
But the digital movement reaches
far beyond content and audience. It's a
new arena in which marketers can play.



Table of Contents for the Digital Edition of ER Magazine - July/August 2017

Happenings
Bottom Line
Out & About
Dispatches
Retail Movers
Dish With Rick Petry
Fair Trade
Making The Brand
Agency Insights
Law & Orders
25 Years of Tristar
Direct to Digital
Smart Buy
Classifieds
Advertisers’ Index
DR 101
Parting Shot
ER Magazine - July/August 2017 - Cover1
ER Magazine - July/August 2017 - Cover2
ER Magazine - July/August 2017 - Happenings
ER Magazine - July/August 2017 - Bottom Line
ER Magazine - July/August 2017 - Out & About
ER Magazine - July/August 2017 - Dispatches
ER Magazine - July/August 2017 - 5
ER Magazine - July/August 2017 - Retail Movers
ER Magazine - July/August 2017 - 7
ER Magazine - July/August 2017 - Dish With Rick Petry
ER Magazine - July/August 2017 - 9
ER Magazine - July/August 2017 - Fair Trade
ER Magazine - July/August 2017 - Making The Brand
ER Magazine - July/August 2017 - Agency Insights
ER Magazine - July/August 2017 - 13
ER Magazine - July/August 2017 - Law & Orders
ER Magazine - July/August 2017 - 15
ER Magazine - July/August 2017 - 25 Years of Tristar
ER Magazine - July/August 2017 - 17
ER Magazine - July/August 2017 - 18
ER Magazine - July/August 2017 - 19
ER Magazine - July/August 2017 - Direct to Digital
ER Magazine - July/August 2017 - 21
ER Magazine - July/August 2017 - 22
ER Magazine - July/August 2017 - 23
ER Magazine - July/August 2017 - Smart Buy
ER Magazine - July/August 2017 - Advertisers’ Index
ER Magazine - July/August 2017 - DR 101
ER Magazine - July/August 2017 - 27
ER Magazine - July/August 2017 - Parting Shot
ER Magazine - July/August 2017 - Cover3
ER Magazine - July/August 2017 - Cover4
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