Category: In the News

This story was originally published by sister site, Modern Retail.

Wanda Gierhart Fearing, Cinemark’s chief marketing and content officer, has a unique lens through which to view the film industry — as a longtime retail executive.

Fearing, who previously wore the hat of CMO at Neiman Marcus and Limited Brands, joined Cinemark in 2018 and navigated the company’s marketing through several years of difficulties due to the Covid-19 pandemic, which brought filmmaking to a standstill and challenged theater chains.

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This State of the Industry Report, sponsored by Amazon Ads, explores how brands and agencies are utilizing local streaming TV advertising, the strategies employed, the challenges encountered — plans to overcome them — and what’s in store for the future.

Reaching the right audience at the right time is an ever-pressing need for brands and agencies, leading many to turn to local strategies. One channel that’s received increased attention for localized tactics is streaming TV. While linear and broadcast were once hallmarks for local messaging, as audiences move to the streaming world, advertisers are following suit.

Incorporating local streaming TV into existing marketing strategies requires an understanding of the channel’s capabilities, allowing teams to adapt tactics to suit their needs. The scope and scale of local streaming TV are often misunderstood, which means that money and opportunities are left on the table. 

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