Managers in the entertainment marketing and advertising room gathered for the diversity Innovations in the television brunch, presented by Google TV, at Cannes Lions to discuss how the TV landscape changes.
Shalini Govil-Pai, Vice President and General Manager of Google TV, said the television business was in the middle of the “Connected TV decade”, in which TVs now offer a broad mix of content. For Google TV, this means finding out what every single consumer wants to see. “Google TV is about bringing content from all streaming apps together in a way that is personalized for you. So Candice likes to look at a lot of sports. We probably have a lot of sport for you. I like a lot of Bollywood, so that many Bollywood shows appear on my stream.
TV now contains short form content, as can be seen in the increasing popularity of YouTube shorts and Tiktok. “Short form is a large wave that comes. Social is a large wave that comes. And then from the Google perspective, Ai is another big wave that comes,” said Govil-Pai.
Nicole Parlapiano, Chief Marketing Officer at Tubi, said that her company integrates short form content into his mobile app “so that people can see clips what we can watch on their CTV later”.
Since the short form content continues to grow, brands also take user -generated content seriously to increase the commitment. “It's not just about consuming content.
However, the managers also found that overpersonalization should be avoided. Govil-Pai said that too much personalization leads to a “rabbit hole” in which humans are offered only a certain type of content. She emphasized how important it is to ensure that people are exposed to different recommendations.
Josh Mattisone, Executive Vice President Digital Revenue and Operations at Disney Advertising, repeated the risk of overpersonalization within advertising: “You can get too fast and overlook what is the greater chance. Cluster of people who could be so.”