Marketers Adapt to Evolving Video Landscape at Advertising Week NYC 2024

New York, NY — During Advertising Week New York, marketing executives from TikTok, IPG Media Brands, and Dentsu X shared insights on how shifting video consumption trends are driving the need for new strategies. With younger audiences embracing platforms like TikTok, YouTube, and streaming services, the panel emphasized the importance of consumer-first planning, integrated creative efforts, and leveraging AI for efficiency.

Why It Matters:

With consumers accessing content across multiple platforms, brands must rethink traditional TV-first advertising approaches and develop personalized, multi-platform strategies. This shift requires collaboration between creative, strategic, and data teams to keep up with the fragmented media landscape.

By the Numbers:

• 91% of internet users watch digital or streaming video at least once a week.
• Gen Z considers platforms like TikTok and Twitch as premium content, while Boomers favor network TV and Netflix.
• 2 billion views were generated by the official Olympics account on TikTok, showcasing how major events thrive on new platforms.

What They’re Saying:

• Maureen Bassetti, IPG Media Brands: “Video planning must be holistic—beyond linear TV—incorporating social and streaming platforms to create seamless campaigns.”
• Nancy Hall, Mindshare: “We need to balance short-term performance with long-term brand health. Too much focus on immediate ROI will hurt the brand in the future.”
• Kim Einan, Starcom: “Creators aren’t just tactics—they are critical to modern content strategies, connecting brands with audiences authentically.”

Key Takeaways:

• Integrated Planning is Essential: Brands must align creative, content, and media strategies from the start, ensuring content fits each platform’s format and audience expectations.
• Creators as Partners, Not Channels: With influencers driving advocacy, micro and nano influencers are becoming essential for authentic brand engagement.
• AI Streamlines Multi-Platform Content: AI tools help create dynamic, personalized campaigns efficiently, reducing the burden on creative teams.
• Rethinking Premium Content: Premium is now generation-specific—for Gen Z, TikTok videos are as valuable as a Super Bowl ad.

The Big Picture:

Marketers are embracing consumer-first approaches by following audiences across platforms and tailoring content accordingly. However, the panel warned that overemphasizing short-term metrics could compromise long-term brand building.

What’s Next:

• Bespoke branded content such as docuseries will become a core advertising strategy, with some brands launching streaming services.
• Dynamic ad insertion in live sports is on the horizon, promising real-time customization.
• The panelists stressed the need to reignite investment in diverse media properties as part of the industry’s evolution.

The Bottom Line: Brands must focus on balancing short-term performance with long-term effectiveness, using AI and creators strategically to meet consumers where they are. As Nancy Hall noted: “We must stop thinking in silos and embrace the fluidity of today’s media landscape.”