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DirecTV Launches Free Streaming Platform
Plus, SNL50 Sponsors Have Been Revealed
Welcome to The TV Room. Your weekly digest of television, streaming, and digital media insights that matter.
This week we're covering:
📺️ DirecTV Debuts Free Streaming Option
🎭️ SNL50 Sponsors Have Been Revealed
🎥 Creative Spotlight: Clash Royale - “Lose If You Dare”
💰️ X is Changing Creator Payouts
DirecTV jumps into the FAST lane with a new free streaming service
DirecTV is set to launch MyFree DirecTV, a free ad-supported streaming service, on November 15, 2024, entering direct competition with Pluto TV, Tubi, and The Roku Channel.
The new service will offer:
Curated FAST channels combined with an extensive on-demand library for endless viewing options
Premium content from leading networks such as A&E, Disney, and Fox
Fan-favorite shows like "American Pickers," "Pawn Stars," and "Storage Wars" available for streaming
Compatible across mobile devices, web browsers, and major platforms like Roku and Amazon Fire TV for seamless access
DirecTV aims to tap into the booming FAST market, which generated $8 billion in the U.S. this year and is projected to reach $17 billion globally by 2029.
"We're going to address that need in the market to find high-quality free content and give customers that personalized and curated experience that's going to set it apart."
The service will carry a similar ad load to traditional live TV. Amy Leifer, chief advertising sales officer at DirecTV Advertising, calls it a win for both viewers and advertisers, promising "a brighter TV future."
MyFree DirecTV could also act as a stepping stone for users to upgrade to paid services. The company aims to offer smaller, more affordable packages, moving away from the typical 100+ channel bundles.
This launch comes as DirecTV eyes a potential acquisition of satellite rival Dish Network and follows recent price increases. By entering the FAST space, DirecTV aims to attract new audiences and strengthen its position in the shifting TV landscape.
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TV Industry Updates
CTV's mobile impact: Advertisers can now connect TV ad exposure to mobile actions, bridging the gap between screens at home.
SNL50 sponsors: NBCUniversal unveiled brand partnerships with Allstate, T-Mobile, and Volkswagen for SNL's 50th season.
Streaming loyalty crisis: Samsung Ads reports that only 64% of users are considered "Super Loyal" to streaming apps.
Sovrn's SaaS model: Sovrn expands its flat CPM pricing to help smaller publishers reduce the ad tech tax.
Roblox's ad success: Roblox has mastered the ad space, with brands eager to engage younger audiences through the platform.
Stay up to date on the latest in TV advertising by joining our Slack community!
Creative Spotlight: Clash Royale - “Lose If You Dare”
Clash Royale's Halloween campaign, "The Royale Curse," turned the mobile game into a horror-filled experience, where every in-game loss triggered real-world consequences.
The Details:
The ad by David New York drew from classic horror tropes, focusing on the idea of a cursed item.
Directed by Kelsey Taylor, the film featured friends tormented by the "Lose if you dare" challenge.
The campaign aligned with Clash Royale's latest updates, perfectly timed for Halloween.
The spot fused gaming and horror, appealing to both gamers and horror fans alike.
What We Loved: The campaign cleverly flipped the usual "win at all costs" mindset, making losing the most thrilling part of the experience.
Marketing Mix
Positioning power: How positioning impacts everything from product development to pricing.
TikTok troubles: Fourteen attorneys general sued TikTok, accusing it of harming kids' mental health and data misuse.
X's creator shakeup: X is changing creator payouts to rely on Premium user engagement over ad revenue.
Social spending slump: HBR reports social media spending is at its lowest level in seven years.
Logo placement: Creative ways to feature logos, from race car halos to hotel room keys.
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