Four Ways The WGA And SAG-AFTRA Strikes Will Affect Media Buyers

Check out the latest AdExchanger column, featuring Joel Cox our EVP of Strategy at Strategus, as he shares expert insights about the impact of these current strikes on CTV advertisers

We’re well into the Hollywood writers’ strike with no end in sight. And now that SAG-AFTRA has joined, Hollywood has ground to a halt.

The fundamental economics powering video are broken, and all sides continue to search for common ground in a world upended by new distribution models, industry contraction and low-cost content.

These strikes will impact content generation for the foreseeable future. Media buyers need to think about how that will impact their jobs.

How will audiences divide their attention if their regular programming is nowhere to be found? Will fragmentation and independent creators fill the gap left by premium TV and movies?

Instead of making commitments based on the next big movie or series, advertisers need to follow their audiences. The uncertainty ahead requires an audience-centric approach rather than a content-centric strategy.

Read the full article in AdExchanger and learn more about the following:

• Shift to audience-centric strategies to stay ahead in the game
• Plan for fragmented audience journeys across screens and content
• Thrive with invite-only auctions and a smart retargeting approach