In conjunction with this week’s NewFronts, IAB has released new survey results, again demonstrating the power of connected TV (CTV). According to the survey, conducted by Advertiser Perceptions, for ad buyers planning increased spending on CTV in 2020, in a multiple response question format, 53% said those additional funds would come from a shift from broadcast TV and 52% from cable TV (53% also said funds would come from an overall expansion of budgets).
Continuing our series of periodic short interviews with industry thought-leaders about the the pandemic's impact, I'm pleased to share a Q&A with Field Garthwaite, CEO and Co-Founder of IRIS.TV. Read on to learn Field's perspective on how COVID has affected the video marketplace, why connected TV has benefited, what video publishers can do to better monetize their inventory and what the critical upcoming challenges.
VideoNuze: How has COVID affected the video marketplace overall?
Field Garthwaite: While overall, publishers are seeing large increases in user engagement across web, mobile, and Connected TV (CTV) there are also several additional trends unique to the pandemic:
I’m pleased to present the 519th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia. We hope all of our listeners are staying safe and healthy.
The IAB NewFronts are next week and over two dozen different companies will be presenting. There is a ton of market momentum going into the NewFronts, with the pandemic having shifted viewership to both SVOD and AVOD services. Advertisers are taking note and per a new IAB survey, 59% of ad buyers are planning to increase connected TV ad spending in the second half of 2020, by 25% or more.
Colin and I discuss this and other recent data supporting why OTT and CTV advertising are poised to benefit going forward.
Listen in to learn more!
Click here to listen to the podcast (22 minutes, 36 seconds)
Heading into the NewFronts next week, the IAB has released its third survey of ad buyers since the pandemic began, finding, among other things, that 59% of respondents plan to spend more on Connected TV and OTT in the second half of 2020. Another 22% said they aren’t planning any change and 18% said they plan to decrease spending.
Ad buyers were more bullish on CTV/OTT than any other digital channel though 56% said they plan to spend more on digital video that isn’t on CTV, with 25% saying no change and 19% saying they’ll decrease spending.
GroupM, the world’s largest ad buyer, is forecasting total TV advertising in the U.S. will drop by 7% in 2020 and another 12% in 2021. National TV will drop 11% in 2020 and gain 6% next year. Local TV will bear the brunt in 2020, dropping 34%, due to slowing retail and automotive advertising. But when one-time political ads are added in for 2020, GroupM sees a 1% total increase in local TV advertising.
However, it is forecasting a “modest” 3% decline in advertising revenue for TV “digital extensions” (which it defines as both “digital ad revenue realized by traditional media owners for their traditional properties and the pure-play digital media owners with directly competitive products”). GroupM includes Hulu, Roku and others in the digital extensions category. And for 2021, GroupM sees TV digital extensions advertising increasing by 15%. GroupM believes that TV digital extensions spending will add up to around 14% of national TV ad spending in 2020.
I’m pleased to present the 518th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia. We hope all of our listeners are staying safe and healthy.
This week Colin and I dig into a range of different data and forecasts about changing SVOD viewership patterns as the pandemic continues. These include data about co-viewing from Nielsen and average viewing minutes for major SVOD services from 7Park.
We also highlight new survey data from Magid how sports fans may shift from SVOD when sports returns. Finally we touch on a new forecast from MoffettNathanson that U.S. pay-TV subscribers will drop by 22 million by 2024, with SVOD benefiting.
Listen in to learn more!
Click here to listen to the podcast (23 minutes, 37 seconds)
A joint solution announced by two Comcast companies, FreeWheel and Comcast Technology Solutions, will enable programmatic advertising for set-top box video-on-demand (VOD) inventory. TV networks, content providers and pay-TV operators will be able to use the solution, which taps FreeWheel’s ad targeting and decisioning along with CTS’s Ad Store for real-time creative distribution.
The companies said in a release that “creative conditioning of advertisers’ video creative requires special considerations in the STB VOD advertising environment” have hindered programmatic approaches that are common in connected TV and OTT. Richard Nunn, VP/GM of Advertiser Solutions at CTS said “until today, it has not been possible to effectively monetize this content in the same programmatic fashion as other video inventory.”
Connected TV ownership continues to surge, with 80% of U.S. TV households now having at least one CTV, according to new research from Leichtman Research Group. The penetration of CTVs has grown steadily from 24% in 2010 to 57% in 2015 to 74% in 2018.
The mean ownership is 4.1 CTV devices per CTV household, translating into approximately 400 million CTVs currently deployed, according to LRG, up 60% from 250 million in 2016. 64% of CTV households said they had 3 or more CTVs.
Topics: Leichtman Research Group