OTT.X Weekly E-Newsbrief


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October 30, 2024

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Walmart’s Story-Driven Ads Usher in a New Era of Retailtainment


Walmart is launching a groundbreaking Black Friday campaign that emulates a binge-worthy TV series, blending Hollywood storytelling with retail advertising. This ten-part campaign features a star-studded cast, including Taye Diggs, Lisa Rinna, Ian Somerhalder, Anthony Ramos, Chad Michael Murray, Jake Shane, and Walton Goggins. Drawing from popular TV shows like Bridgerton, Yellowstone, Friday Night Lights, and The Vampire Diaries, each ad incorporates TV show-inspired elements with Walmart’s Black Friday deals, complete with cliffhanger endings to encourage viewers to watch every installment.

Alongside television, Walmart will roll out the campaign across social media platforms like TikTok and YouTube and introduce out-of-home advertising in cities like New York and Los Angeles, with billboards mimicking the promotion of a TV series. With competition heating up—such as Amazon’s Black Friday NFL game—Walmart is positioning its campaign as a creative standout in the crowded holiday ad landscape.



The Take



Walmart’s new Black Friday campaign is more than just holiday deals; it’s retailtainment in action. By merging Hollywood-inspired storytelling with star-studded, binge-worthy ad episodes, Walmart is reimagining what retail advertising can be—engaging viewers while subtly driving sales. Each ad is designed to feel like part of a TV series, complete with cliffhangers, encouraging audiences to tune in for the next “episode.”

Beyond TV, the campaign spans YouTube, TikTok, and out-of-home displays in major cities, creating a multi-platform approach that grabs attention wherever audiences spend time. This move reflects a larger trend in ad formats that prioritize viewer experience, evident in innovations like pause ads and non-intrusive product placements. While Walmart isn’t using pause ads specifically, their strategy reflects this shift toward ads that entertain rather than interrupt.

Is this a blueprint for the future of advertising? Discover how Walmart’s approach is setting new standards for ad value and viewer engagement.


Source: The Streaming Wars


Enjoy this weekly data deep dive presented by Parks Associates. Parks Associates research shows most households that own or are planning to purchase a connected TV (CTV) device recognize the benefits of staying within a product ecosystem—53% state it is easier to manage apps and preferences when using devices within the same ecosystem.

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With one-third of households planning to buy a smart TV in the next six months, companies looking to capture these households could succeed by emphasizing the ease of navigation across their portfolio, as well as the list of supported streaming apps.


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The New Free Sports Streaming Service FLS Added 7 New Free Channels


Sports fans around the world are about to get even more access to their favorite competitions with the launch of Free Live Sports, a new and exciting platform aimed at delivering a wide variety of live sports content for free. The venture is led by industry veterans Cathy Rasenberger (Rasenberger Media, LLC), Geoff Clark (acTVe), and Ryan James and James Patrick (OTT Studio, LLC), who together have formed Sports Studio, Inc.. This group has recently acquired the UK-based Sports Tribal platform, an EU-centered streaming service, to expand their reach and offer an unparalleled sports viewing experience.

The goal of Free Live Sports is to cater to sports fans of all interests, providing an extensive selection of content that appeals to both casual viewers and die-hard enthusiasts. Whether you’re a fan of fast-paced motorsports or prefer the strategic gameplay of poker, this platform promises something for everyone. It will be home to both niche sports and popular global competitions, creating a diverse and inclusive environment for sports lovers.

In a joint statement, the co-founders emphasized their mission to bring fans closer to the action. “From the outset, we are providing fans with the opportunity to experience their favorite sports and competitions,” Rasenberger, James, Patrick, and Clark explained. With years of combined experience in launching, marketing, and managing both cable and streaming channels, the founders are confident that Free Live Sports will quickly establish itself as a go-to destination for millions of sports fans worldwide.

Currently available in over 75 countries, the platform is already accessible through Roku and Fire TV, with more app launches planned soon on Android, VIZIO, iOS, and tvOS. This wide-ranging availability ensures that viewers across the globe can easily access live sports content on their preferred devices. The founders are also actively pursuing partnerships with major U.S. sports leagues, aiming to help them expand their reach and tap into Free Live Sports’ rapidly growing user base.


Source: Cord Cutter News


Understand the streaming landscape in this weekly data snapshot series provided by Parrot Analytics. In Q3 Netflix reached an important milestone when it overtook a major legacy media company in terms of Corporate TV Demand Share — that is, demand for all original TV content produced under a company’s corporate umbrella.

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Key Findings Include



- Netflix (9.6%) jumped ahead of NBCUniversal (9.0%) in Q3 2024 for fourth place in the category. In just 12 years since its first original debuted, Netflix has built a more in-demand TV empire than NBCUniversal, whose original TV programming dates back to the 1940s.

- In-demand original content serves as a powerful motivator to attract subscribers. But increasingly important is the fact that these titles live exclusively on Netflix and exclusive catalog demand reduces churn.

- Striking the right balance between original and licensed content, managing churn, and getting pricing right are all essential problems to solve for platforms trying to make the streaming business model work and find a path toward sustainable profitability.



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