‘There is room for challengers’: Team Whistle turns to OTT and CTV to boost agency business

The meteoric growth in ad spend is attracting an ever-growing list of advertisers, content rights holders and publishers to CTV and OTT.

Team Whistle believes they can make money with each of them, in part thanks to an ad agency they acquired last spring as well as their continued growth on digital and social platforms.

Over the past several months, Team Whistle has engaged as an OTT ad sales provider for Redbox, which is trying to move from DVD kiosks to ad-supported video on demand; as an advertising sales partner for the 2022 World Games, with Team Whistle’s agency, aptly named Team Whistle Agency, helping the global sports competition to sell sponsorship packages, while providing content and services on the platforms social where Whistle attracts most of its audience. And in June, he produced a one-hour TikTok special for Tubi TV to help raise awareness of the Fox-owned AVOD brand.

The media side of Team Whistle’s business accounts for the lion’s share of revenue, and will remain so for some time: Media is expected to grow faster than the agency side in 2022, although both will grow, Dustin Fleischman said. , director of brand partnerships. , please from Team Whistle for Brand Partnerships. But a significant portion of the growth will be fueled by the accelerated global migration from linear video to streaming video.

“There is $ 80 billion in television money that is going to be re-expressed in a lot of places,” said Kyle Young, vice president of solutions at Team Whistle. “It goes multiplatform for social, which is our core business, and the rest goes to OTT [and CTV]. “

This migration has been a boon for digital publishers in many ways, creating everything from new places to sell new types of content to a godsend for affiliate marketing. But Whistle hopes it can power both sides of its business at the same time, especially as brands and rights holders are devoting more resources to a growing audience on these emerging platforms.

“Providing agency services, beyond standard publisher services, is where we see ourselves ramping up next year,” Young said. “There are still so many people who are just starting to scratch the surface in these spaces… Although there have been some huge players who have made big footprint moves there, there is room. for the challengers. ”

Whistle’s speech seems designed to resonate with smaller publishers and intellectual property rights holders, many of whom have struggled to create direct selling momentum in the space. A study released last month by Pubmatic and Forrester found that only 28% of advertisers spend their CTV and OTT ad budgets on small to mid-sized publishers, with many choosing instead to tap into private markets built by companies. agencies.

Whistle hopes to help do this, not only by providing more tech support, but by sharing knowledge and audience expertise that Young and Fleischman believe can help clients spend their content and marketing budgets more effectively. At this time, however, he has no interest in consolidating the OTT inventory of the agency’s clients with his own.

“There’s no commercial reference that says, ‘You can buy Whistle and Redbox together,’” Fleischman said.

‘There is room for challengers’: Team Whistle looks to OTT and CTV to boost its agency business


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