Martech to the Rescue? Chris Kelly's Theory on Ending the Hollywood Strike

The ongoing strike by writers and actors against Hollywood studios is not a primary issue in the martech community. However, Chris Kelly, CEO of Upwave, an analytics platform for brand advertising, believes that martech could be the solution. He believes that better ad measurement for advertising-based video-on-demand (AVODs) and subscription video-on-demand (SVODs) would draw more brands to CTV and streaming apps, resulting in increased income and ending the strike.

In an interview with MarTech, Kelly discussed his theory that ending the strike boils down to money and economics. He explained that the studios have higher average revenue per user for their AVODs, while SVODs believe they can have that once they are scaled up. He stated that brands he works with measure the effectiveness of brand-building campaigns by assessing whether there is an incremental change in brand awareness, favorability or consideration for a product that people like but aren’t buying.

Kelly believes that if brands understand that traditional KPIs are better in the CTV and streaming ecosystem, they will invest more brand dollars, which will result in an increase in AVOD revenue, and ultimately make the pie bigger for everyone involved.

He also noted that the brands often think the impact of ads on AVOD and SVOD is different than linear TV, even though it is the same content on the same screen for the same consumer. He believes that this is partly due to the fact that linear outcomes have not been measured at the top of the funnel, and partly due to the fact that different agencies have traditionally handled digital and linear buys.

So, while the solution to the Hollywood strike seems straightforward, it remains to be seen whether it will survive a Hollywood negotiation. However, Kelly believes that brand advertising has long paid for the entertainment we consume, and that should always be kept in mind.

Originally reported by Martech: https://martech.org/is-martech-the-solution-to-the-hollywood-writers-and-actors-strike/
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