To close out Advertising Week New York, we held our latest Women in Media & Marketing meetup to gather industry professionals to discuss and unpack this year’s biggest advertising trends. Sponsored by Clinch and moderated by CNBC media reporter Lillian Rizzo, the panel featured speakers DIRECTV Advertising’s Rose McGovern, Head of Programmatic & Digital Ad Sales, and Charel MacIntosh, Global Head of Business Development & Strategic Partnerships at Clinch.
Together, the three industry thought leaders explored how fragmentation, data privacy, and new advertising formats are influencing the future of media. To recap a few highlights:
The Challenge of Fragmentation: Opportunity in Complexity
With endless streaming services, social platforms, and content options, both consumers and marketers face overwhelming choices. This fragmentation creates challenges for advertisers trying to reach target audiences, but it also offers new opportunities for engagement.
The rise of free ad-supported streaming (FAST) was highlighted as one way the industry is adapting to these changes. McGovern highlighted exciting news announced at AWNY—DIRECTV’s upcoming launch of MyFree DIRECTV, a free ad-supported streaming (FAST) platform. This initiative reflects the growing trend toward FAST services as consumers continue to seek out free, high-quality content. With MyFree DIRECTV, advertisers will have another avenue to reach viewers across multiple devices, meeting the audience where they are as the market for ad-supported streaming grows.
By embracing these platforms, marketers are finding innovative ways to engage viewers, even as the traditional media landscape shifts. The message was clear: fragmentation is the new normal, and those who embrace its complexity can unlock new opportunities for reaching audiences.
The Power of Live Sports and Tentpole Moments in a Fragmented World
Live sports remain a unique advertising opportunity in an otherwise fragmented market. Sports programming continues to unite viewers, offering brands the chance to reach large, engaged audiences during key moments. In particular, McGovern shared how brands are leveraging sports data to inform ad placements, ensuring that campaigns align with the real-time engagement of viewers during live games.
New Ad Formats and the Future of CTV
The panelists also explored how new, innovative ad formats, such as pause ads, are creating opportunities for more dynamic and engaging advertising. These formats allow brands to align their messaging with the viewer’s experience in a way that feels natural and non-disruptive.
For instance, when a viewer pauses live content—whether to grab a drink or call a friend—this presents an opportunity for advertisers to deliver personalized ads that are relevant to the context of the moment. Such innovations are making CTV a more interactive and valuable platform for brands, and the panelists expressed optimism about the potential for continued growth in this space.
Embracing AI in Advertising
Artificial intelligence (AI) was another hot topic, with both panelists exploring how generative AI is being used to streamline campaign management and improve the user experience. AI-powered tools are enabling advertisers to make faster decisions, optimize campaigns in real time, and enhance the effectiveness of their creative efforts.
As the media landscape continues to evolve, the ability to adapt to new trends, collaborate across platforms, and leverage cutting-edge technologies will be critical for brands looking to thrive in this complex and dynamic environment.
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