This post was created in partnership with Philo
As streaming audiences splinter and platforms consolidate, some players are making an ambitious bet: that the future of TV looks a little something like the past.
During an ADWEEK House Cannes Lions fireside chat co-hosted with Philo, Zoë Ruderman, chief content officer of ADWEEK, sat down with Mike Keyserling, CEO of Philo, and Gene Turner, chief client officer and president of Horizon Agencies at Horizon Media. Together, they discussed the opportunities that await advertisers in the evolving frontiers of connected TV.
Zigging and zagging for a competitive edge
Philo has defined itself in a fragmented marketplace by zigging where other streaming services zag, offering a cable alternative focused on entertainment and lifestyle, without news or sports. This strategy allows it to offer a lower price than its competitors, while folding live TV and bundled add-ons (SVOD, TVOD) into one platform.
“It’s really about bringing together all of these different types of user experiences in a very simple and easy-to-use user interface,” said Keyserling. “The people who execute that well are going to be the ones who have a lot more longevity.”
From the agency side, Turner reflected on his role helping advertisers navigate a crowded CTV ecosystem. As he tells his teams, the key is establishing clear KPIs for each channel, whatever it may be.
“Make sure you’re not talking about moving traffic while someone else is talking about reach,” Turner advised. “Getting that alignment is really key, because it impacts the types of assets that we need to have.”
Independence can be a competitive edge, too. Philo is one of the last cable alternatives not owned by a major conglomerate, with a lean team that can say “yes” more easily and works more collaboratively than a massive media company. And while Horizon may be one of the largest agencies in the U.S., Turner sees the organization also as highly independent, with “a tremendous amount of freedom” to act in its clients’ interests.
New formats, better experiences
The pair dug into two new ad formats that are less disruptive and more tailored to viewers’ experiences.
One is Philo’s newly launched pause ads, which—as the name implies—surface whenever the viewer pauses their stream: a high-attention, low-chaos moment where the customer “is in complete control of their experience.” Available both directly and programmatically, the pause ad format is also more accessible to small and midsize businesses, allowing them to move swiftly from concept to execution.
Then there are binge ads, which detect when viewers are binge-watching a show and offer tailored content. “It’s really nice when you don’t see the same ad over and over and over again,” explained Turner, describing especially strong results for financial-services clients. “It’s getting better attention and a better connection to our customers.”
