Campaign Visionaries Examine Future of Media at Variety’s Entertainment Marketing Summit

variety.com:

Karen Idelson After two years of the pandemic, top marketers will meet together in person at the Variety Entertainment Marketing Summit, presented by Deloitte, at the NeueHouse in Hollywood on May 24.

This year’s panels explore many of the biggest marketing and media shifts to emerge in recent months.Jana Arbanas, U.S. Telecom, media & entertainment sector leader for Deloitte, will head up a keynote conversation: Can SVOD Keep Up with the Next Generation of Media?

The talk will dive into findings from Deloitte’s Digital Media Trends Survey 2022.“The streaming landscape continues to be massively competitive and we’re continuing to see new entrants in the market,” Arbanas says. “Our younger generations are driving quite a bit of that volatility very specifically in terms of their willingness to sign up for services and cancel services and have new services, to create a really personalized bundle of the content they’re looking for while also managing cost.” Some streamers look to meet their viewers where they are in their communities as it becomes safer to move into the world again.

Social activism and outreach can create and maintain a relevant dialogue.“From a marketing perspective, in terms of how things are changed, we, like a lot of other brands, pivoted to doing things virtually for a while,” says Jackie Gagne, senior VP, multicultural marketing, Warner Bros.