Now, these biggest marketers, which spent $4+ billion annually in advertising, have narrowed the gap considerably — to as little as a few months for tentpole movies — to better respond to the expectation of on-demand content.
The New York Times reports that Universal president of worldwide marketing Michael Moses pointed to the influence of Netflix, Hulu, Spotify and other streaming services. “The long journey you used to be able to take the audience on — a teaser to a trailer to TV over a year or longer — isn’t as available anymore,” he said, adding that much shorter campaigns are becoming “the new normal.”
“There’s an entire generation that is very skilled at skipping marketing,” Moses said. “They don’t see television advertising. They can easily navigate around it in the digital space. But what does grab their attention is new content, especially that first trailer. So you are better off waiting until you can really pack a punch.”
See the full story here: https://www.etcentric.org/studios-cater-blockbuster-advertising-to-next-gen-viewers/