Branded Series, Interactivity Spark Vizio's 2023 NewFront Ad Push

The Big Message: Now that Vizio has found success in direct-to-smart TV device ad sales for individual series, channels and its WatchFree+ bundle (260 channels, 6,000 movies and growing), it's time to generate the next level of advertiser participation with its product. Initially, that level will unfold in two ways: a bigger, flexible presence on the home screen, and original series where sponsor campaigns are seamlessly integrated in each episode. Both approaches will have interactive ad elements, and at the start for original series, shoppable opportunities. "This year, we're all about looking ahead," declared Mike O'Donnell, Vizio's chief revenue and strategic growth officer. "Here's to being at the forefront of transformation."

Host:Numerous company executives, starting with O'Donnell, handled portions of the presentation.

What Worked:An extremely rare public appearance by Vizio founder and Chief Executive Officer William Wang (pictured at top, right). Through a one-on-one interview with Adam Bergman, the set maker's Advertising and Data Sales Group Vice President, Wang came off likeable, charming, self-effacing and especially pro-consumer. "You have to focus on customer satisfaction," he mused. "If you do so, you'll make them come back. We're here to make consumers' lives better." (Quick request to Vizio's public relations reps: Have Wang do a conference call or in-person debrief with reporters sometime. He'll do just fine.)

What Also Worked:Taking considerable time to detail how advertisers can benefit from placement on the new home screen format, scheduled for deployment on Vizio sets over the next few months. "Think of this as your personalized, modernized TV Guide," suggested Katherine Pond, Vizio's Vice President of Platform Content and Partnerships. Customized screens for individual brands (Papa John's for a family movie night, with family-friendly titles displayed on the bottom half of the screen, or Chevrolet tying in with award ceremonies), some with interactive elements, showed how sponsors could see increased sales or usage of their products. "You're in front of premium, unadulterated real estate," noted Allison Clarke, Head of General Market National Advertising Sales.

What Didn't Work: Wang's segment ending without any observations from him on TV's future. What does he think about how programming and channels will evolve with interactivity, artificial intelligence and commerce? What role will telehealth, telelearning and other advanced services play? Is Vizio, like other smart TV set makers, developing ways to have their products become smart home hubs, where people can trigger appliances or manage energy needs with a click or their voice? A missed opportunity to offer his perspective in public.

Bonus Points: Parking a bus with home screen demonstrations outside One Penn Plaza for attendees to visit after the presentation. A superb sushi bar had a steady flow of post-presentation visitors, as well.

Data Points: Sixty-four percent of cable TV subscribers watch their cable programming choices through a smart TV set or device. Inside households with a Vizio set, 85 percent do not have a smart TV product from another provider. Exclusive Vizio-originated channels available through WatchFree+ (such as Food & Flight and hip-hop showcase Polaris) increased viewing time over the last year by 86 percent.

News: Vizio is opening a branded content studio that will create first-run unscripted lifestyle and culture series. Four series will be produced off the bat: Clean Break, featuring home organization tips from social media influencer Michelle Hobgood; Island Eats, a combo travel/food look at Caribbean hot spots; City Limits, spotlighting offbeat attractions just outside major cities, and From the Ground Up, profiles of entrepreneurs and their paths to business and personal success. Each series will have at least one featured sponsor, and some episodes will give viewers a chance to order products or services featured on-camera. Other series are in development through third-party organizations, including M/LUX for luxury/upscale living content.

Parting Words:

"I'm out to make the TV set simpler to navigate fast and easy for my mother to use." -- Vizio founder and Chief Executive Officer William Wang

"Like all good 21^st birthdays, this one will be memorable." -- Mike O'Donnell, Vizio Chief Revenue and Strategic Growth Officer

"Soon every TV home will integrate their computer, TV and phone." -- Vizio Group Vice President of Advertising and Data Sales Adam Bergman

"The home screen is the front door for every viewer's journey." -- Katlyn Wilson, Vizio's Branded Content Sales and Strategy Director

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