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A Bad Time For Mad Men

Happy Sunday War & Peaceniks! Ready for an Impression Recession?

“The data backs this up: Whether it’s from agencies, trade bodies, or researchers, it all points to one thing: Marketers are bracing for a recession, but with a wait-and-see approach.“ - Digiday

So much of our media attention right now is focused on Netflix’s new ad tier. We now know that we know that it will cost $7; prohibit downloads; and limit certain content. We also know it’s launching on November 3, offering standard pre-and-post roll ads.

However, we in the media tend to forget that Disney+ will be adding ads in 4Q as well. Disney is also doing much more: they are raising their price for the standard Disney+ subscription, while repackaging all their SVOD offerings to incentivize towards the Disney Bundle.

These two major ad moves coincide with subs across premium video moving from ad-free to ad-supported tiers; a virtual stampede from from mobile and social into CTV; and the first (pseudo) post pandemic 4Q holiday season. To be blunt, one would have to be really bad at their job to have a bad fourth quarter in CTV ads.

The question is, then what?