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1. Issue #4
M&E Spotlight
Trends and insights shaping the
world of Media & Entertainment
Issue 4:
Optimize for
time spent
Part of
Accenture’s
continuing Media
& Entertainment
Trends series
Part of The Future of Marketing series
Measure
engagement
Target best-fit
acquisitions
Rewire for continuous
experimentation
Benefits
for marketing team
& overall company
2. We’ve lived—and are still living—through a time of
profound change to everyday existence. As a result,
viewer’s motivations and their expectations of what a
great entertainment experience should be like are
shifting more than we’ve seen at any other time in history.
But just as the race to keep up with changed customers is
accelerating, marketers are tapped out. Shrinking budgets,
the proliferation of channels to manage, and endless
streams of data to analyze are only adding to the
exhaustion. If marketers can cut away distractions and
busy work to focus on connecting with customers where
they are, though, they can revive—and even thrive.
At times it feels like consumers of media and entertainment
are evolving faster than any other, driving CMOs of these
organizations to be laser focused on their mission to own
“time spent.”
To become the signal in the noise, media and
entertainment marketers will need to deliver
the most-engaging content through an
enjoyable platform experience across all
channels 24 hours a day.
THE FUTURE OF MARKETING IN MEDIA 2
3. The Thriver difference:
We’ve identified five areas of focus for media
marketing leaders seeking to dive into the
future of marketing:
Rediscover your purpose
Embrace dynamism
THE FUTURE OF MARKETING IN MEDIA 3
Connect the fragmented experience
Focus on customer lifetime value
Optimize for time spent
4. Optimize for
time spent
With access to more content than ever before,
consumers are picking winners and losers by
allocating eyeshare to their preferred platforms.
For years, digital natives have measured success
against time spent on their platforms. Legacy
media companies often lag behind, measuring
success against title profitability.
To win the competition for consumer eyeshare,
they must close this gap by offering zeitgeist-
driving content through an easy-to-use platform
that operates smoothly on all consumer devices
and across global markets.
THE FUTURE OF MARKETING IN MEDIA 4
5. Where to start?
01. Measure engagement
As marketers, we absolutely need to understand our customers
on a deeper level and the larger contexts they care about.
This requires a combination of human and machine ingenuity.
Capture, consolidate, and analyze customer engagement data
to identify which titles drive the highest levels of engagement
across the library.
The reality is that as people’s mindsets and viewing patterns
transform, marketing must follow. To reach people where
they are, marketers must deeply understand new customer
motivations and expectations and respond to them. If they
don’t, people will vote with their eyes, choosing to “change the
channel” to someone who better aligns with their new values.
91% of Thrivers
believe that customers’
behaviors are changing
faster than ever.
THE FUTURE OF MARKETING IN MEDIA 5
6. Walt Disney Studios’ StudioLAB and
Accenture create digital twinning tools
to support the next generation
of filmmaking.
The next generation of filmmaking requires
innovative storytellers and cutting-edge
technology. That’s why the Walt Disney Studio’s
StudioLAB, an advanced division for creative
technologies, partnered with Accenture to
help advance its pre-production processes and
collaboration.
Together, we produced new digital twinning tools
that allow the studio to recreate physical sets,
spaces and props virtually in just minutes, so the
magic can happen wherever creativity sparks.
Empowering film creatives
with digital twins
SPOTLIGHT
THE FUTURE OF MARKETING IN MEDIA 6
Learn more
7. 02. Target best-fit acquisitions
Use customer data to identify acquisition targets,
expanding the content library to close weak spots
and double down on what already works.
Thrivers have implemented AI at far higher rates.
This enables them to quickly localize and personalize
content and campaigns with its ability to predict customer
intents based on each customer’s profile, behavioral and
contextual data. Then they design experiences and offers
around these intents. In addition to that, AI can help
predict the additional content that will aid in cementing
engagement.
The goal is to discover—and then deliver messages,
content and experiences that are relevant to customers’
“right-now” needs.
Media & Entertainment Thrivers do this with a more
adaptive, agile organization that values experimentation
and test-learn-tweak-repeat approaches. They continuously
follow the pulse of customer change, tossing aside the
content that’s not resonating.
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8. SPOTLIGHT
Reinvent for growth
Media strategies for an atomized,
multidimensional landscape.
With audience attention atomizing and consumers
signaling that the media landscape is in need of
reimagination, business models are under siege.
With the horizon offering metaverse dreams and
recession woes, the path forward starts with deep
consumer insights from Accenture’s Second
Annual Global Entertainment Study.
We learn that 86% of consumers would be
interested in a single app that can provide all
the services they want on a single platform.
41% say it’s something they’d pay for.
In the full report, explore how the future for
Media & Entertainment companies points to
reimagined entertainment platforms that meet
consumers’ needs for simplicity, customization
and the right mix of varied content and services.
THE FUTURE OF MARKETING IN MEDIA 8
Learn more
9. 03. Rewire for continuous
experimentation
Experiment with gaming, user-uploaded content, and more to see
what brings consumers back to your content time and time again.
Create an environment where all ideas can be considered—and
remember—little ideas are important and can deliver big impact.
Allow for ongoing and rigorous experimentation to easily test
new entertainment ideas to find those to invest in at scale—
ensuring that the organization is change ready by design.
Thrivers understand that connecting with customers in these ways
demands both innovative thinking and implementation at scale.
In fact, Thrivers believe that the chief innovation officer is the
most important executive to collaborate with to impact business
priorities and deliver on brand purpose.
Less than half as many Survivors value this collaboration in the
same way. Moreover, Thrivers view innovative products and
services that sustain growth as a critical success factor—second
only to customer satisfaction. For Survivors, innovation is well
down the list of marketing’s success measures.
Compared to Survivors,
Thrivers are 40% more likely
to rank innovation and
originality as an important
future skill.
THE FUTURE OF MARKETING IN MEDIA 9
10. Interacting with users in new and unique
ways helped FanDuel better understand
their audience.
To build on the rapid growth from fantasy sports
and sports betting, FanDuel wanted to increase
awareness of its Daily Fantasy Sports and
FanDuel Sportsbook lines of business. Working
with Accenture Song, FanDuel activated a multi-
platform full-funnel strategy with dedicated
budgets for user acquisition, retention, and
reactivation.
With Accenture Song’s help, FanDuel has engaged
with a wider fan base on social media, helping
them connect with other players and “get in the
game” with insights into favored teams. That’s
helped FanDuel scale seamlessly into new markets
in North America and maximize user engagement
as they grow.
A play-by-play strategy to
drive maximum engagement
SPOTLIGHT
THE FUTURE OF MARKETING IN MEDIA 10
11. Benefits to media companies
Accelerated growth
History has shown that
subscriber counts grow rapidly
each time a platform releases
a ‘zeitgeist-provoking’ piece of
content.
Increased pricing
power
Engaged customers are
willing to absorb price
increases, add additional
services, and purchase
third-party add-ons through
a preferred platform.
Improved return on
investments
Customer engagement is the
best predictor of retention.
Releasing content that
optimizes time spent reinforces
the virtuous cycle.
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12. About the authors
John Peters
Managing Director & Lead,
Media & Entertainment
John supports growth strategy and
technology-led innovation across
distribution, digital supply chain,
finance, marketing and production.
Greg Jensen
Managing Director,
Media & Entertainment
For over 10 years, Greg has helped
many of the world’s most-recognized
media brands imagine and deliver
transformational business results.
Sarah Alebachew
Senior Manager,
Media & Entertainment
Sarah helps clients across the media
and entertainment industry develop
world-class experiences and solve
complex business challenges.
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john.s.peters@accenture.com greg.jensen@accenture.com sarah.alebachew@accenture.com
