Digital media trends
数字媒体趋势
Are ads the prescription for subscription fatigue?
广告是订阅疲劳的处方吗？
Consumers will trade attention for online content—creating new demand for an old model.
消费者将把注意力转移到在线内容上，从而产生对旧模式的新需求。
CONSUMERS have added subscriptions to online entertainment alternatives swiftly in recent years. In response, many traditional content makers, such as Hollywood studios, have flipped their business models. However, the shift to digital platforms also offers benefits, such as greater efficiency and precision, that could help media and entertainment (M&E) companies reimagine how advertising can be paired with content. This is another reason why over-the-top (OTT) advertising-supported video has become so much more than just “TV on the internet.”
近年来，消费者迅速增加了在线娱乐的订阅量。作为回应，许多传统内容制作商，如好莱坞电影公司，已经改变了他们的商业模式。然而，向数字平台的转变也带来了一些好处，例如更高的效率和精确度，这可能有助于媒体和娱乐（M&E）公司重新想象广告如何与内容相结合。这是另一个原因，为什么过度（OTT）广告支持的视频变得如此之多，而不仅仅是“互联网上的电视”