YouTube confirmed it will host the annual Academy Awards telecast in 2029. Albert advised brands to focus on creating culturally relevant messages through creators rather than merely running advertisements.
Albert further noted that when clients use multi-format campaigns across connected television and mobile, this proves the most effective method for reaching the correct customer at the right time. Askinasi is actively working to build connections with marketers and dismantle barriers between Paramount’s television and streaming assets.
Askinasi stated that the firm brings advertisers into the creative process early, uniting their goals with the agency's talent and established intellectual property to generate work that captures attention and builds cultural relevance. According to Askinasi, traditional television provides broad reach and shared cultural impact, whereas streaming adds greater accuracy, personalization, and accountability.
Askinasi highlighted that Paramount remains the sole major media company offering both paid and free ad-supported streaming alongside a leading theatrical studio, cable, and broadcast portfolio. Bellinger remarked that if one attempts to draw someone's attention away from their phone's endless scroll, the content must offer something genuinely worth looking up for.
Bellinger added that when spending a consumer's most valuable resource—their time—the content must deliver entertainment. Blich advised that to succeed in sports marketing today, brands must look beyond simply capturing attention and instead concentrate on developing lasting fan loyalty.
Blich pointed out that streaming is generating new avenues for brands to connect with younger and expanding audiences. Bosetti suggested that achieving engagement requires a multi-faceted approach, encompassing a clear audience plan, distinct creative messaging, platform-appropriate creative, and a solid customer relationship.
Klein observed that while mass reach remains potent, brands must build influence through culture, local connection, commerce, and the next generation of search and discovery to stand out. Klein stated that streaming video and traditional television should work together to maximize effectiveness, noting that linear TV remains key for quickly building reach, especially during live sports events.
Gould emphasized that attention must be earned by understanding the specific moment, the platform, and the individual, and then delivering a message that holds meaning and relevance. Gould confirmed that traditional television continues to provide cultural scale and the power of a shared experience, while streaming excels in precision, flexibility, and linking exposure to measurable outcomes.
Ferro suggested that the leading companies in the coming era will be those that combine innovation with excellent storytelling, as emotional connection remains vital even when technology makes advertising smarter. Ferro concluded that leveraging the strengths of both media types—linear TV for massive reach during live sports and cultural moments, and streaming for greater precision, measurement, and performance—is crucial.
