“Netflix no es un presagio de un mundo sin publicidad“. Así de rotundo se ha mostrado James Murdoch en el International Council Summit celebrado en Nueva York. Durante su intervención ha dejado claro que lo que realmente necesitan las marcas para llegar a sus consumidores a través del vídeo es cambiar de una vez por todas sus estrategias aumentando el poder de decisión de estos.
“Resulta sencillo para la gente consumir servicios sin publicidad como Netflix o similares. No creo que sea lo más adecuado para el negocio del vídeo renunciar a la publicidad”, expone Murdoch. “La industria tiene que evolucionar e innovar de una forma mucho más rápida”.
El director ejecutivo de 21st Century Fox desde el pasado mes de julio ha utilizado como ejemplo durante su participación en este evento la plataforma Hulu, que es en parte propiedad de la compañía. Los usuarios de la misma, cuando empiezan a ver un contenido, se encuentran con la opción de ver un vídeo de tres minutos de un patrocinador y disfrutar del resto sin publicidad o ver los típicos anuncios en intermedios a los que estamos acostumbrados.
Murdoch ha destacado que las marcas en realidad pueden obtener un mejor coste por mil (CPM) colocando un vídeo al principio otorgando así a los espectadores la posibilidad de tener ellos el control. Esto mejora notablemente su experiencia puesto que no sienten que les estamos imponiendo la publicidad.
“Capacitar a los usuarios para que sean responsables de tomar sus propias decisiones es algo sobre lo que la industria de la publicidad se ha mostrado siempre bastante reacia. Cuando Hulu comenzó a permitir a sus clientes diferentes opciones, los resultados han sido bastante positivos”.
Una innovación que puede aplicarse al mundo de la televisión tradicional. Por ejemplo, Empire, la exitosa serie de Fox, ha llegado a un acuerdo con Pepsi para que la marca aparezca durante tres episodios antes de que comiencen los mismos a través de una historia relacionada con la ficción. Algo para lo que es necesaria una milimetrada combinación entre espectáculo y realidad para no provocar una interrupción en la narrativa. ¿Estamos ante los primeros pasos del nuevo futuro de la publicidad?
Fuente: MarketingDirecto
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