About
“If you know anything about television, you probably know Alan Wolk.” That’s how Adweek…
Articles by Alan
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The Future Of CTV: Data, Creativity, And Technology In Advertising
The Future Of CTV: Data, Creativity, And Technology In Advertising
By Alan Wolk
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Netflix’s 150 Percent Problem, Fubo’s Gift To Venu
Netflix’s 150 Percent Problem, Fubo’s Gift To Venu
By Alan Wolk
Contributions
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What are the most effective ways to use humor and emotion in media sales?
Humor is best when it's personal. Not everyone can pull it off, but if you can make people feel you understand them a little better and are going through the same things they are, that's a win. Just don't try to force humor and don't overdo it--you're a salesperson, not a stand-up.
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What are the main challenges and risks of following or ignoring trends?
I find I usually have a good gut feel for which trends will take off and that sticking to my gut, rather than the hype cycle, always ends well. My main criteria is "is this solving an unmet need?" and "would your average non-industry person want to do this or some form of this?" Take two recent trends: audio-chat apps like Clubhouse and the Metaverse. Neither seemed to be filing an unmet need. Neither seemed to be the sort of thing an average person would have any interest in, at least not on a grand scale. Compare that to Generative AI (ChatGPT and its kin.) It fills at least one obvious need: save time on mundane tasks. It's also something that I can easily see almost everyone, no matter how tech unsavvy, having use for.
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How do you balance personalization and privacy when targeting online audiences?
There's nothing creepier than the shoe that follows you around the internet because you accidentally fat-fingered one of their mobile ads. Brands need to be very cautious in terms of re-targeting and respecting consumer privacy. With television, we've found that consumers are somewhat less concerned about privacy because what shows they watch does not seem overly personal, but it's important to remember that they do still care and brands and streaming services need to be very transparent about what data they are collecting and how it is being used.
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How do you balance personalization and privacy when targeting online audiences?
In the streaming TV industry, contextual targeting is proving to be a winning strategy. TV viewing is frequently a household activity and advertisers can't be sure who is in front of the set. But contextual, which targets viewers based on the type of programming that is being watched can solve that. If you are a DIY home repair brand you can safely assume that anyone watching a "home fixer upper" type show will be interested in your product. Better still, contextual targeting can be combined with traditional targeting to reach people in specific geolocations.
Activity
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It's not even noon and already four spammers have "noticed that you did not respond to my previous emails." What's crazy is that there is a whole…
It's not even noon and already four spammers have "noticed that you did not respond to my previous emails." What's crazy is that there is a whole…
Posted by Alan Wolk
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✅🖥️ AdExchanger (8/27): “To help the brand prepare a streaming campaign quickly and cheaply (they) tapped ad platform Kargo, which specializes in…
✅🖥️ AdExchanger (8/27): “To help the brand prepare a streaming campaign quickly and cheaply (they) tapped ad platform Kargo, which specializes in…
Liked by Alan Wolk
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In July YouTube earned 10.4% of total viewership in Nielsen's Gauge, the first streamer to break into double digits. But this milestone is just the…
In July YouTube earned 10.4% of total viewership in Nielsen's Gauge, the first streamer to break into double digits. But this milestone is just the…
Liked by Alan Wolk
Experience
Education
Publications
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Over The Top. How The Internet Is (Slowly But Surely) Changing The Television Industry
Television is the last mass medium to be disrupted by the Internet. Given the intricacies of the industry, it's also going to be the most resistant to change. Alan Wolk, an industry veteran and longtime analyst and observer, lays out how the television industry is adapting to the digital era, explaining what's really happening in a tone that will appeal to laypeople and insiders alike. In the first section, Wolk takes us through how the industry works today, focusing on how the various players…
Television is the last mass medium to be disrupted by the Internet. Given the intricacies of the industry, it's also going to be the most resistant to change. Alan Wolk, an industry veteran and longtime analyst and observer, lays out how the television industry is adapting to the digital era, explaining what's really happening in a tone that will appeal to laypeople and insiders alike. In the first section, Wolk takes us through how the industry works today, focusing on how the various players actually make money and who pays who for what. The next section deals with the changes that are taking place in the industry today–everything from time shifting to binge viewing to cord cutting–and how those changes are starting to create some seismic shifts. In the final section, Wolk reveals his predictions for the future and what the industry will look like in ten years time.
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The Future of OTT TV Advertising, 2014-2020
The Diffusion Group
The delivery of OTT TV — that is, long-form, professional-produced video content delivered over the Internet — is making significant inroads, with more than half of adult broadband users now engaging a fee-based OTT TV service on their home television. Despite this trend, the networks, advertisers, and MVPDs involved cannot agree on a single system of measurement, thus preventing OTT TV viewing from being fully monetized.
Not surprisingly, OTT TV advertising is a bit of the hybrid…The delivery of OTT TV — that is, long-form, professional-produced video content delivered over the Internet — is making significant inroads, with more than half of adult broadband users now engaging a fee-based OTT TV service on their home television. Despite this trend, the networks, advertisers, and MVPDs involved cannot agree on a single system of measurement, thus preventing OTT TV viewing from being fully monetized.
Not surprisingly, OTT TV advertising is a bit of the hybrid. Though ads appear on the same shows with more or less the same advertisers as traditional legacy TV, when buying and selling advertising OTT TV programming is regarded as ‘digital video.’ This has left both networks and advertisers confused as to the true value of OTT TV programming and its relevance in the advertising landscape.
This report offers a detailed analysis of the OTT TV advertising ecosystem, identifying the forces that will determine its future. As well, the report offers extensive forecasts for both legacy and OTT TV ad revenue through 2020. It addresses questions of significance to all those concerned with properly monetizing OTT TV content, and makes surprising predictions regarding issues critical to its future, including:
What counts as ‘OTT TV’ and how will OTT TV viewing be measured and valued?
What changes are in store for TV advertising during the next five years?
What role will programmatic play in buying and selling OTT TV advertising?
How much ad revenue will come from OTT TV over the next five years? How will this compare to legacy TV advertising?
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Piksel Binge Viewing Survey
Analysis of the results of the landmark study Piksel performed in August 2013 to assess viewer behavior around binge-watching and live viewing.
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7 Things You Need To Know About Second Screen Interaction
SlideShare
Originally presented at Screen DIgest's Future of Digital Media event in London, this deck is the next salvo from KIT digital's Alan Wolk in his attempt to infuse common sense into the discussion around second screen
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10 Things You Should Know About The Future of Television
SlideShare
A pointed overview of the the television industry as it bumps up against, and ultimate combines with, the internet.
Projects
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KIT digital Social Program Guide
- Present
Electronic Program Guide with a social overlay, so you can see what your friends are up to and then act on it by actually changing the channel. Intended as a white label product for network operators.
Other creatorsSee project
Honors & Awards
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Top 20 Thinkers In Social TV and Second Screen
Appmarket.tv
This prestigious list included Zeebox founder Anthony Rose, MIT professor Marie-José Monpetit, GetGlue founder Alex Iskold and Dijit founder Jeremy Toeman
Recommendations received
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As is no doubt evident from my posts on here, I am fascinated by the way that AI is allowing for a more personalized media experience on TV. So…
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If you are in NYC for NYC TV Week, check out the full day. This panel on political advertising is going to highlight a lot of what we discuss in our…
If you are in NYC for NYC TV Week, check out the full day. This panel on political advertising is going to highlight a lot of what we discuss in our…
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Facts: These two produce awards shows (Golden Globes, Emmys) …and produced the 2024 DNC! It looked amazing…
Facts: These two produce awards shows (Golden Globes, Emmys) …and produced the 2024 DNC! It looked amazing…
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Generative AI for Professionals goes live tomorrow! A comprehensive, fun, interactive 4.5-hour digital course teaching the AI Mindset Framework and…
Generative AI for Professionals goes live tomorrow! A comprehensive, fun, interactive 4.5-hour digital course teaching the AI Mindset Framework and…
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It’s been a crazy couple of weeks bouncing around the US!! I spent some time in California helping capture VIZIO’s annual developer and partner…
It’s been a crazy couple of weeks bouncing around the US!! I spent some time in California helping capture VIZIO’s annual developer and partner…
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InfoSum is excited to partner with Netflix! Looking forward to continued collaboration with Jon W., Tyler Daelemans, Victor Kim and the rest of the…
InfoSum is excited to partner with Netflix! Looking forward to continued collaboration with Jon W., Tyler Daelemans, Victor Kim and the rest of the…
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