The Shifting Sands of Media: Opportunities and Challenges Ahead
March 1, 2025, 4:45 pm
The media landscape is evolving. Like a river carving its path through rock, it reshapes itself constantly. New players emerge, old giants stumble, and the rules of engagement shift. The recent moves by Continuum Media and Netflix illustrate this dynamic dance.
Continuum Media is making waves. They’ve welcomed Roxanne Geyer to steer their Connected TV (CTV) initiatives. Geyer isn’t just another name on the roster. She brings nearly two decades of experience in both traditional and digital advertising. Her focus? CTV, the frontier where television meets the internet. This is where viewers are migrating, and advertisers must follow.
In 2025, CTV viewership in the U.S. is projected to soar. eMarketer predicts that CTV advertising will account for 8.1% of total ad spend. This is not just a trend; it’s a tidal wave. Geyer’s role is pivotal. She will bridge the gap between sales and operations, ensuring that Continuum’s platform meets the needs of advertisers navigating this complex terrain.
The television advertising space is becoming a labyrinth. No longer can advertisers rely solely on linear cable or broadcast. They must traverse a maze of streaming services—Netflix, Amazon Prime, Peacock, and more. Each platform offers unique challenges and opportunities. Continuum’s platform aims to simplify this chaos. It’s designed to manage planning, buying, and measurement seamlessly.
Advertisers face a daunting task. They must reach audiences scattered across various platforms. The NFL exemplifies the value of a unified approach. It’s not just about reaching viewers; it’s about engaging them effectively. Continuum’s Managed Service Platform promises to connect the dots. It accesses inventory across local, regional, and national levels, ensuring that no audience is left behind.
Geyer’s expertise is crucial. She understands that the future belongs to brands that can deliver cohesive campaigns across all media. In 2025, advertisers will need to adapt quickly. The landscape is fast-changing, and those who hesitate will fall behind. Continuum is positioning itself as a beacon of efficiency and trustworthiness in this storm.
Meanwhile, Netflix is facing its own challenges. The streaming giant has canceled an unannounced game project with Nitro Games. This decision comes earlier than expected, wrapping up a venture that was supposed to last longer. The cancellation represents a significant loss, with about 70% of the projected order value evaporating.
For Nitro Games, this is a setback, but not a catastrophe. Their diversified project portfolio provides a cushion. They can absorb the impact and continue their roadmap. This resilience is essential in the volatile world of media and entertainment. Companies must be agile, ready to pivot when the winds change.
The gaming industry is a fierce battleground. Nitro Games specializes in action and shooter games, carving out a niche in a crowded market. Their recent titles, like Autogun Heroes, showcase their commitment to quality. Collaborations with leading brands further bolster their reputation. Yet, even strong players like Nitro must navigate uncertainty.
The media landscape is a double-edged sword. On one side, there are opportunities for growth and innovation. On the other, there are risks and challenges that can derail even the most promising projects. Companies must remain vigilant, adapting to the shifting tides.
As CTV continues to rise, advertisers must embrace new strategies. The days of relying solely on traditional media are fading. Brands that succeed will be those that integrate their campaigns across platforms. Continuum Media is poised to lead this charge, offering solutions that cater to the complexities of modern advertising.
In contrast, Netflix’s recent cancellation serves as a reminder of the risks inherent in the industry. Even giants can stumble. The cancellation of the Nitro Games project highlights the need for strategic foresight. Companies must evaluate their ventures carefully, ensuring they align with broader goals.
The media landscape is a canvas, and companies are the artists. They must paint with bold strokes, blending traditional and digital approaches. The future belongs to those who can adapt, innovate, and engage audiences effectively.
As we look ahead, the question remains: who will thrive in this ever-changing environment? Continuum Media and Nitro Games are just two players in a vast arena. Their stories reflect the broader narrative of an industry in flux.
In conclusion, the media landscape is a dynamic ecosystem. It offers both challenges and opportunities. Companies must navigate this terrain with agility and foresight. The future is bright for those willing to embrace change and innovate. The sands of media will continue to shift, and only the most adaptable will succeed.
Continuum Media is making waves. They’ve welcomed Roxanne Geyer to steer their Connected TV (CTV) initiatives. Geyer isn’t just another name on the roster. She brings nearly two decades of experience in both traditional and digital advertising. Her focus? CTV, the frontier where television meets the internet. This is where viewers are migrating, and advertisers must follow.
In 2025, CTV viewership in the U.S. is projected to soar. eMarketer predicts that CTV advertising will account for 8.1% of total ad spend. This is not just a trend; it’s a tidal wave. Geyer’s role is pivotal. She will bridge the gap between sales and operations, ensuring that Continuum’s platform meets the needs of advertisers navigating this complex terrain.
The television advertising space is becoming a labyrinth. No longer can advertisers rely solely on linear cable or broadcast. They must traverse a maze of streaming services—Netflix, Amazon Prime, Peacock, and more. Each platform offers unique challenges and opportunities. Continuum’s platform aims to simplify this chaos. It’s designed to manage planning, buying, and measurement seamlessly.
Advertisers face a daunting task. They must reach audiences scattered across various platforms. The NFL exemplifies the value of a unified approach. It’s not just about reaching viewers; it’s about engaging them effectively. Continuum’s Managed Service Platform promises to connect the dots. It accesses inventory across local, regional, and national levels, ensuring that no audience is left behind.
Geyer’s expertise is crucial. She understands that the future belongs to brands that can deliver cohesive campaigns across all media. In 2025, advertisers will need to adapt quickly. The landscape is fast-changing, and those who hesitate will fall behind. Continuum is positioning itself as a beacon of efficiency and trustworthiness in this storm.
Meanwhile, Netflix is facing its own challenges. The streaming giant has canceled an unannounced game project with Nitro Games. This decision comes earlier than expected, wrapping up a venture that was supposed to last longer. The cancellation represents a significant loss, with about 70% of the projected order value evaporating.
For Nitro Games, this is a setback, but not a catastrophe. Their diversified project portfolio provides a cushion. They can absorb the impact and continue their roadmap. This resilience is essential in the volatile world of media and entertainment. Companies must be agile, ready to pivot when the winds change.
The gaming industry is a fierce battleground. Nitro Games specializes in action and shooter games, carving out a niche in a crowded market. Their recent titles, like Autogun Heroes, showcase their commitment to quality. Collaborations with leading brands further bolster their reputation. Yet, even strong players like Nitro must navigate uncertainty.
The media landscape is a double-edged sword. On one side, there are opportunities for growth and innovation. On the other, there are risks and challenges that can derail even the most promising projects. Companies must remain vigilant, adapting to the shifting tides.
As CTV continues to rise, advertisers must embrace new strategies. The days of relying solely on traditional media are fading. Brands that succeed will be those that integrate their campaigns across platforms. Continuum Media is poised to lead this charge, offering solutions that cater to the complexities of modern advertising.
In contrast, Netflix’s recent cancellation serves as a reminder of the risks inherent in the industry. Even giants can stumble. The cancellation of the Nitro Games project highlights the need for strategic foresight. Companies must evaluate their ventures carefully, ensuring they align with broader goals.
The media landscape is a canvas, and companies are the artists. They must paint with bold strokes, blending traditional and digital approaches. The future belongs to those who can adapt, innovate, and engage audiences effectively.
As we look ahead, the question remains: who will thrive in this ever-changing environment? Continuum Media and Nitro Games are just two players in a vast arena. Their stories reflect the broader narrative of an industry in flux.
In conclusion, the media landscape is a dynamic ecosystem. It offers both challenges and opportunities. Companies must navigate this terrain with agility and foresight. The future is bright for those willing to embrace change and innovate. The sands of media will continue to shift, and only the most adaptable will succeed.