Disrupting Distribution

Live video is here, and shaking up media distribution in a big way. How do today's marketers engage and re-engage targeted audiences in real-time and what does this mean for traditional advertising?

Maggie Norby-Adams serves as Marketing Director of AmpLive, a leader in live video distribution where he focuses on building and delivering audiences to brands such as Microsoft, Autodesk, and The Home Depot.

Maggie, as you have said before, every company today is a media company. With so many media platforms available, why should they should look to live video as their engagement solution?
I think live video is important because it provides an opportunity for discussion and personal interaction. Instead of talking at viewers, companies can engage in real time and show their human side a bit more.
Interesting that you bring up the “human side” of b2c engagement. Is live streaming more authentic than traditional post-live broadcasting simply because of its raw nature, or is there something surrounding the experience of real-time that viewers/consumers find more engaging?
I think the human side comes out in the small imperfections that are usually edited out in pre-recorded content. I want to clarify that it doesn’t just apply to b2c marketing. With live, professionals have an opportunity to engage and exchange ideas with others from the industry.
Traditional “live moments” were in verticals like Sports, Events, and News. Now we see shows like Stranger Things & GOT turning pre-recorded content into live experiences.
Explain a bit about the community aspect of going live and how complementary live media channels can build a richer real-time experience, for consumers and industry folk alike.
One of the great things about going live is that you maintain the immediacy and excitement of in-person interaction. Complementary channels allow for more engaged eyes and voices joining the conversation, which makes a more rich social and creative environment.
More real-time touch points also means better distribution. Explain how AmpLive engages and re-engages target audiences and how this differs from other ovp’s?
AmpLive isn’t an OVP, but we work with clients’ OVPs to maximize touch points. We distribute live video on high-traffic sites to guarantee visibility, set a high bar for behavior definition to guarantee engagement, and provide data-driven retargeting to re-engage audiences.
Is it beneficial or annoying for consumers to have so many competing streaming services in the marketplace?
I think it’s definitely beneficial. Platforms are differentiating themselves by perfecting their functionality and coming up with more features, which benefits users. In short, competition breeds innovation.
Are viewers always going to be dealing with “the bundle” or is there an alternative to monetize live content? Mid-roll ads? Banners ads? Product placements? A la carte subscriptions?
It means Live as a channel for ROI is growing, and fast. If multi-billion dollar companies such as Disney and Facebook are making their foray into streaming, it’s clearly viable. Also, increased competition just cuts out the offerings the consumer finds to be least helpful.
As far as monetizing live content is concerned, the beauty of live streaming media is that it’s an excellent marketing opportunity for companies. Viewers pay with their attention and future brand loyalty rather than with money.
If attention span truly is Live’s new currency, then I would like to thank you Maggie for your valuable investment and a very interesting discussion!