Presto boss: Streaming players have moved beyond ‘yell and sell’ to a brand building stage
The boss of video streaming service Presto has told a forum that video streaming players Presto, Stan and Netflix have moved beyond a retail “yell and sell” approach to a new brand building stage.
L-R: Kylie Merritt, Shaun James and Eric Kearney on stage at ASTRA 2015 Conference
Shaun James, speaking at the ASTRA 2015 conference yesterday, also dismissed criticism of the SVOD service for folding its low margin subscriber numbers in with premium pay-TV service Foxtel, claiming numbers for the service are “irrelevant”.
He told the audience he was focused on differentiating his product from giant Netflix with its new “Demand More” ad campaign, fronted by Naomi Watts.
The new spot is cringeworthy. They needed a comedien to pull of such an unfunny script. Naomi is not that. Shame on everyone involved. And what’s with the fad for bitchy divas at the moment?
Could that “start your one month free trial” VO sound more depressed.
Considering she hasn’t starred in a blockbuster for 10 years I wonder if most people would recognise her. I thought it was just an actress pretending to be famous the first time I saw it.
Mr James possibly misspoke if he said “I saw some commentary from Mumbrella today demanding people release numbers. Well, numbers are irrelevant unless you are putting advertising on the service and we are not,”
Mr James may recall that Foxtel put advertising on their service and they released numbers which appeared to include Presto subscriptions – without breaking them out as two different line items.
Oops.