Posts for 'Advertising'

Happy new year and welcome to the first edition of Inside the Stream for 2023. Just after recording our Top 10 streaming stories of 2022 podcast a couple of weeks ago YouTube announced its deal with the NFL for Sunday Ticket.

In this week’s podcast we dig into how we think the economics of the deal might work. Colin modeled many of the variables, which I then tinkered with. The clear caveat is that no external person, including us, really knows all the pieces of the deal, nor the terms. So we’re taking our best guesses, based on how Sunday Ticket has performed for DirecTV and the new value we believe YouTube brings to the package.

Based on all of this Colin is skeptical about YouTube’s ability to turn a profit on Sunday Ticket, while I’m more optimistic. In addition I highlight a number of valuable strategic aspects of the deal to YouTube and Google, especially gaining direct experience with the NFL for the next 6-7 years. These insights will be extremely valuable as YouTube contemplates potentially bidding for some or all of the NFL broadcast package when it’s up for renewal in 2033.

Ultimately the value of Sunday Ticket to YouTube hinges on its ability to monetize the package much better than DirecTV did - more subscribers and more advertising revenue.

Listen to the podcast to learn more (30 minutes, 36 seconds)

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On this week’s edition of Inside the Stream, nScreenMedia’s Colin Dixon and I dig into four topics: World Cup streaming quality and the lack of 4K differentiation, Netflix’s offer to refund advertisers due to inventory shortfalls, WBD’s decision to remove “Westworld” from HBO Max, and the proliferation of music-oriented FAST channels.

Listen to the podcast to learn more (31 minutes, 25 seconds)

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Last Thursday was VideoNuze’s second annual Connected TV Advertising Brand Suitability Summit virtual, which featured 24 senior executives on 5 sessions.

Below are links to each of the session recordings along with descriptions of each session and speakers. There are tons of great insights about CTV advertising and the roles of brand suitability and DE&I.

Thanks again to the Summit’s Presenting Partner Pixability and Gold Partners DeepIntent and Mediaocean, along with collaborators dentsu, GroupM, Horizon Media, Publicis Media and UM.

Enjoy!

[VIDEO] Why Brand Suitability Matters to Connected TV

[VIDEO] Exploring Identity Management and Measurement in CTV

[VIDEO] How Connected TV is Driving Change in the TV Industry

[VIDEO] Succeeding at the Intersection of DE&I and Brand Suitability

[VIDEO] Best Practices for Brand Suitability in Multi-Platform Advertising

The following video was recorded at VideoNuze's Connected TV Advertising Brand Suitability Summit virtual on November 17, 2022.

Why Brand Suitability Matters to Connected TV
A deep dive into what brand suitability is, and why it matters to connected TV advertising. Explore how agencies and advertisers are adopting increasingly sophisticated approaches to brand suitability as connected TV viewership surges.

Colleen Durkin - SVP, Integrated Investment, Assembly
Joshua Lowcock – Global Chief Media Officer, UM
Susan Schiekofer - Chief Digital Investment Officer, GroupM North America
David George - CEO, Pixability (moderator)

The following video was recorded at VideoNuze's Connected TV Advertising Brand Suitability Summit virtual on November 17, 2022.

Exploring Identity Management and Measurement in CTV
How do identity management, privacy, targeting and programmatic buying fit with CTV advertising? Learn about CTV audience measurement challenges and how they're being addressed to optimize CTV monetization.

Cara Lewis – U.S. Chief Investment Officer, dentsu
John Nardone – President, Mediaocean
Marilois Snowman –  CEO, Founder, Mediastruction
Lynda Clarizio – Co-Founder and Managing Partner, The 98 and former President, US Media, Nielsen (moderator)

The following video was recorded at VideoNuze's Connected TV Advertising Brand Suitability Summit virtual on November 17, 2022.

How Connected TV is Driving Change in the TV Industry
Connected TV is driving change throughout the TV industry, with viewers shifting from linear TV to SVOD, AVOD, FAST and other formats. Understand the latest trends in the fast-evolving TV landscape and how to succeed with CTV advertising.

Tamara Alesi – CEO, Mediaplus Group
Amit Chaturvedi – COO, DeepIntent
David Chu – EVP and GM, Cinedigm Networks
Tyler DeNicola – VP, Programmatic Revenue and Partnerships, A+E Networks
Colin Dixon – Founder and Chief Analyst, nScreenMedia (moderator)

The following video was recorded at VideoNuze's Connected TV Advertising Brand Suitability Summit virtual on November 17, 2022.

Succeeding at the Intersection of DE&I and Brand Suitability
DE&I initiatives and brand suitability/safety go hand in hand as advertisers seek to engage authentically with diverse audiences. With connected TV’s and streaming’s explosive growth, advertisers and agencies have a new platform to advance society’s diversity. Explore this critical topic with the experts.

Meredith Brace – Chief Marketing Officer, Samba TV
Chelsea Jenkins – Director, Cultural and Inclusive Marketing, Kellogg Company
Edwina Morales – VP, Managing Director, Multicultural Brand Strategy, Horizon Media
Alexis Sandler – Associate Director, Global Digital Standards, Publicis Media Exchange (PMX)
Larry Harris – Founder and CEO, Alpha Precision Media (moderator)

The following video was recorded at VideoNuze's Connected TV Advertising Brand Suitability Summit virtual on November 17, 2022.
 
Best Practices for Brand Suitability in Multi-Platform Advertising
Brand suitability and safety are critical to success with multi-platform/omnichannel campaigns that span CTV, web and mobile. What are the current best practices so advertisers and publishers can deliver high-quality user experiences?

Joe Barone – Managing Partner, Brand Safety Americas, GroupM
Deva Bronson – EVP, Global Head of Brand Assurance, dentsu
Jason Lee – EVP, Brand Safety and Consumer Advocacy, Horizon Media
Meg Runeari – Chief Experience Officer, Teads
Eric John – VP, Media Center, IAB (moderator)

Yesterday was VideoNuze’s Connected TV Advertising Brand Suitability Summit virtual which included 24 speakers on 5 sessions. On today’s podcast nScreenMedia’s Colin Dixon and I discuss some of the key highlights from the afternoon, including the session Colin moderated.

Speakers are optimistic about CTV for many reasons, despite economic uncertainty. However, throughout the afternoon many noted challenges in transparency, frequency management, fragmentation and measurement. Speakers shared their thoughts on what’s being done, and still needs to be done, to address these challenges.

Consistent with the conference’s theme, there was a lot of focus on how advertisers and agencies are thinking about brand suitability and also what initiatives they’re pursuing to promote DE&I within their organizations and the work they do. I’ll be posting all of the session videos early next week on VideoNuze for on-demand viewing.

Listen to the podcast (32 minutes, 23 seconds)

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This week on Inside the Stream nScreenMedia’s Colin Dixon and I discuss Roku’s Q3 ’22 results which were reported earlier this week. The company had a pretty strong quarter, adding 2.3 million active accounts to reach 65.4 million. Platform revenue, which includes advertising, increased 15% to $670 million. And streaming hours increased by 1.1 billion to 21.9 billion from Q2 ’22.

While the Q3 results showed strong resiliency for Roku, company executives were less upbeat on the earnings call about Q4. While noting that the Q4 holiday season is typically the strongest period for most companies, including Roku, executives expect this year to be different. Roku has already observed a decline in “pretty much every vertical” category of advertisers due to uncertainty about an upcoming recession and is also worried about the impact of inflation on consumer spending, which hurts its device sales.

However Roku continues to benefit from the shift in ad spending from linear to CTV, its international and original programming expansion and a new set of smart home products.

Listen to the podcast (23 minutes, 48 seconds)

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This week on Inside the Stream nScreenMedia’s Colin Dixon and I discuss the intensifying competition among TV operating systems and in particular why two large TV manufacturers - Samsung and LG - are licensing their TV operating systems to smaller competitors. Earlier this week Samsung announced deals with three manufacturers to license its Tizen OS.

Given the competition, it appears that the primary monetization opportunity is through wider distribution of their respective content services, Samsung TV Plus and LG Channels, to gain more advertising revenue. But as we discuss there are likely other motivations as well.

Listen to the podcast (24 minutes, 9 seconds)

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Join us for VideoNuze’s second annual Connected TV Advertising Brand Suitability Summit (virtual) on the afternoon of November 17th. Complimentary sign up is available now.

Connected TV advertising is surging, with eMarketer estimating that it will reach $19 billion in 2022 in the U.S. alone, and increase to $30 billion in 2024. With more new FAST, AVOD and hybrid streaming services launching all the time, there are more choices for viewers and advertisers than ever.

Once again, VideoNuze's CTV Advertising Brand Suitability Summit will feature the industry's top thought-leaders digging into all aspects of brand suitability and safety in CTV advertising along with the integral role of Diversity, Equity and Inclusion (DE&I). The Summit is the only industry event 100% focused on intersection of all of these critical trends.

Many thanks to the Summit's Presenting Partner Pixability and Gold Partner Mediaocean, along with agency partners Dentsu, GroupM, Horizon Media, Publicis Media and UM. If you're interested in partnerships and speaking opportunities please contact me.

More information on the program and speakers coming soon.

COMPLIMENTARY SIGN UP NOW!

Connected TV’s share of ad impressions remained strong in Q2 2022, according to new data released by Extreme Reach. CTV accounted for 38% of ad impressions the company served which was comparable to Q1 2022 and up from 35% in Q2 2021. CTV has had the largest share of impressions vs. other devices for 17 straight quarters.

Extreme Reach highlighted that for advertisers who use CTV, they tend to lean into it. In Q2, of the advertisers using CTV, three quarters of them allocated 50% or more of their impression volume to CTV. Of these advertisers, 36% allocated more than 80% of their impressions to CTV.

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This week on Inside the Stream nScreenMedia’s Colin Dixon and I discuss Netflix’s plans to launch ad-supported service tiers and introduce paid account sharing options. Netflix provided updates on both during its Q2 ’22 earnings call earlier this week. Colin and I agree that both are important steps for the company but that there are myriad execution challenges as the moves will introduce new complexity and decision-making for subscribers.

Listen to the podcast (25 minutes, 59 seconds)

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Pixability has announced that it has become a member of the Global Alliance for Responsible Media (GARM), an initiative of the World Federation of Advertisers (WFA). Pixability will help create contextual, brand safety and suitability guidelines for the ad industry, building on an existing collaboration to educate the market and create more transparency about harmful content.

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