From music and podcasts to movies and TV, connected devices and smartphone screens are crowded with entertainment apps. Consumers and brands alike have never had more options when it comes to where to invest their time and money, which can be overwhelming.
For users, there isn’t enough time in the day to use every platform. And for advertisers, media fragmentation makes connecting with consumers with optimal reach and frequency a challenge.
To consistently reach consumers, brands need to assess the experience media companies offer to both audiences and advertisers.
Seamless access
Consumers expect technology to work effortlessly, and if it doesn’t, they’re on to the next platform. Accessibility is the key to creating a seamless experience for the audience. With connected devices in every pocket and room, users want to access music, shows, and movies from place to place and device to device, allowing them to pick up right where they left off while also providing the flexibility to pivot into a new experience.
For advertisers, this type of anywhere, anytime accessibility allows brand messages to meet consumers wherever they are throughout the day.
A personalized experience
People don’t want to be treated like they’re just another audience. Not every millennial mom is looking for the next reality recap. And not every college guy is looking for in-depth sports coverage.
Consumers want an overall experience that caters to their specific tastes; one that is dynamic enough to adapt to their habits and preferences. To attract more users more consistently, entertainment companies need a deep breadth of content (both in genre and format variety) to appeal to large, diverse audiences as well as the sophistication to quickly adapt to individual user tastes.
The deeper a media partner understands its users, the better for brands. Advertisers can craft messages more effectively and increase their relevance to consumers.
Effortless discovery
Entertainment media headlines tend to focus on the big names and titles—and those are things that get consumer attention. But subscriptions based on an affinity for narrow types of programming or on-demand content (e.g., a specific show) aren’t enough to increase time spent and engagement long term. And those subscriptions may lapse when creator contracts change.
To build value and increase the level of personal investment, media brands need to evolve to do a better job of helping users find more content and make relevant recommendations. When one type of content ends, personalized experiences need to continue to win audiences over and keep them coming back.
The more time audiences spend on a particular media platform, the better ad frequency brands can achieve.
Curated and unique offerings
It only takes a quick glance at an app store to show that there are a lot of entertainment options out there. And they all have some advantage, some type of content or programming the others might not.
Media companies have to evolve to offer experiences that stand out. Content hubs focused on specific themes, live content, opportunities for interaction, bonus episodes and in-person events—those are the kinds of buzzworthy, can’t-get-anywhere-else experiences that users get excited about, keeping them engaged.
When advertising can become an experience in and of itself, it’s more likely to make a lasting impression on audiences. A variety of ad formats, sponsorships, live-read ads, opportunities for interaction and deeper content connections increase audience engagement for brands.
For every type of audience
“Something for everyone” is back. Entertainment platforms need to have exactly that to offer scale for audiences and advertisers. And media companies are responding as the industry sees more platform consolidation and entertainment acquisitions.
The key is to make offerings feel personal and niche for every type of consumer. And that takes investments in both technology to increase personalization and programming to delight audiences across the spectrum of age and identity. From what will work for an entire household to what people are likely to recommend to friends and family, the more versatile and convenient a content slate or platform is, the more likely it is to be used often and viewed in a positive light.
These types of unifying, favorable experiences build loyalty, giving brands the ability to connect with a variety of consumers within households, groups and communities.
In more spaces
When consumers activate their smart devices to indulge in entertainment, they have options. To think that any user is always going to choose the same audio or video apps to access content every time is idealistic and short-sighted for both media companies and brands. True audience accessibility comes when media companies provide a variety of content that is accessible in multiple ways, offering advertisers an ecosystem through which to reach them.
Finding a media partner that is innovative and multimedia is the best way for brands to check all the boxes for consumers and advertisers. For example, SiriusXM Media offers advertisers platforms (e.g., SiriusXM and Pandora), partnerships (e.g., with SoundCloud or Spanish Broadcast System), content variety (e.g., live, streaming and podcasts) and content that is accessible through a variety of platforms (e.g., listening to Conan O’Brien Needs a Friend or Crime Junkie on Apple Podcasts or Spotify) to help brands connect with their target consumers through its one-stop-shop approach to digital audio.
When entertainment companies offer advertisers more personal, convenient and versatile ways to get messages to the right people, it’s a win-win for both brands and consumers. Audiences get easy access to the content they crave and brands can meet them with targeted, relevant advertisements.
