VideoNuze Posts

Yesterday was VideoNuze’s third annual Connected TV Advertising PREVIEW: 2023, which featured 22 senior executives on 5 sessions.

Below are links to each of the session recordings along with descriptions of each session and speakers. There are many great insights about CTV advertising and what’s ahead as it evolves to full-funnel capabilities, FASTs continue to expand, the UX for both advertisers and viewers is reinvented and publishers invest heavily in delivering innovative experiences for viewers.

Thanks again to all the 22 speakers, and especially to CTV PREVIEW’s four amazing partners, Beachfront, PadSquad, Roku and Wurl.

Enjoy!

[VIDEO] Welcome to Connected TV Advertising PREVIEW 2023

[VIDEO] The Big Picture: Trends and Opportunities in CTV in 2023

[VIDEO] Is CTV’s Future at the Bottom of the Funnel?

[VIDEO] Interview With TMB’s President and CEO Bonnie Kintzer

[VIDEO] CTV UX Innovation – The 2023 Roadmap

[VIDEO] FASTs – Road to Gold or Road to “SLOW?”

The following video was recorded at VideoNuze’s third annual Connected TV Advertising PREVIEW: 2023 virtual on February 28, 2023.

Welcome to Connected TV Advertising PREVIEW 2023 virtual
Connected TVs and streaming are transforming the TV and advertising industries. CTV has become the hottest corner of the advertising business, forecast by eMarketer to grow another 27% in 2023 to $27 billion, in the U.S. alone. All in the face of significant economic headwinds. Yet, we are still in the very early innings of the CTV era.  

This afternoon’s program will explore topics including:

- Key macro trends and opportunities in CTV in 2023

- How/when CTV advertising will be optimized for the bottom of the “purchase funnel,” which will in turn attract huge buckets of ad spending

- If the proliferation of FASTs might lead to “SLOW” (SVOD Losses On the Way)

- How CTV UX innovation (in both content and ad formats) is driving new value for viewers and advertisers.

- How Trusted Media Brands (TMB), as a traditional publisher that includes a portfolio of digital-first brands, is successfully capitalizing on CTV and streaming

Will Richmond – Editor and Publisher, VideoNuze

The following video was recorded at VideoNuze’s third annual Connected TV Advertising PREVIEW: 2023 virtual on February 28, 2023.

The Big Picture: Trends and Opportunities in CTV in 2023
Connected TV is the hottest sector of the advertising industry, forecast by eMarketer to grow 27% in 2023 to $27 billion in the U.S. alone. Despite significant economic headwinds, CTV continues to enjoy significant advantages by combining the best of TV advertising’s site, sound and motion, with the best of digital advertising’s targetability, interactivity and optimization. Still, many challenges remain. This session will explore all the most significant factors influencing CTV’s evolution in 2023.

Aaron Goldman - Chief Marketing Officer, Mediaocean
Paul Josephsen – Chief Strategy Officer, WMX Content & Media Division @Warner Music Group
Brian Wieser – Principal, Madison and Wall
Laura Wu – Head of Strategy and Operations, Beachfront
Danielle DeLauro – EVP, VAB (moderator)

The following video was recorded at VideoNuze’s third annual Connected TV Advertising PREVIEW: 2023 virtual on February 28, 2023.

Is CTV’s Future at the Bottom of the Funnel?
With linear TV’s decline, CTV ad spending has surged as advertisers “follow the eyeballs” in order to achieve their reach and frequency objectives. But rather than CTV being viewed solely as a “top of funnel” branding channel, its biggest opportunity may be as a “full funnel” or even “lower funnel” opportunity. This would unlock performance-oriented advertising budgets that are based on high impact targeting and measurement, much the same as the successful playbook Google has run in search and Facebook has run in social. Learn how and when CTV may evolve into full funnel and what this means for all market participants.

Sean Doherty, Jr. – Co-Founder and COO, Wurl
Eric Smith – US Head of Verticals, Auto, Tech, Gaming & Entertainment, Roku
Jen Soch – Executive Director, Channel Solutions, GroupM
Olga Weinraub – Senior Director, Enterprise Marketing Partnerships, Cox Automotive
Colin Dixon – Chief Analyst and Founder, nScreenMedia (moderator)

The following video was recorded at VideoNuze’s third annual Connected TV Advertising PREVIEW: 2023 virtual on February 28, 2023.

Interview With TMB’s President and CEO Bonnie Kintzer
How a Traditional Publisher is Succeeding with CTV and Streaming
The venerable magazines “Reader’s Digest,” “Family Handyman” and “Taste of Home” may not be first to mind when thinking of CTV and streaming. But their owner, TMB (formerly Trusted Media Brands), has an expansive vision of how its strong brands and their super-fans can be leveraged for success in the modern era. Turbocharging TMB’s growth are its 2021 acquisition of Jukin Media and a portfolio of digital-first brands. In this interview, TMB’s president and CEO Bonnie Kintzer explains how TMB is evolving and fully capitalizing on all of the opportunities of CTV and streaming.

Bonnie Kintzer – President and CEO, TMB (Trusted Media Brands)
Will Richmond – Editor and Publisher, VideoNuze (interviewer)

The following video was recorded at VideoNuze’s third annual Connected TV Advertising PREVIEW: 2023 virtual on February 28, 2023.

CTV UX Innovation – The 2023 Roadmap
CTV viewing experiences benefit from dynamic, constant innovation, which in turn bolsters the value of advertising inventory as brands look to execute more interactive campaigns that achieve ever-better returns on spending. With so much happening so fast, what are the key programming and advertising changes primed to enhance the CTV viewer experience, and how will they improve engagement and boost the performance of the market in 2023 and beyond? Join us for an insightful discussion of CTV’s innovation roadmap in 2023.

Ashley Arena – Head of Advanced Video Activation, PHD
Krista Panoff – SVP, Global Enterprise Development, Innovid
David Pudjunis – VP, Revenue Operations and Digital Partnerships, AMC Networks
Lance Wolder – Head of Strategy and Marketing, PadSquad
Mary Ann Halford – Partner, Altman Solon (moderator)

The following video was recorded at VideoNuze’s third annual Connected TV Advertising PREVIEW: 2023 virtual on February 28, 2023.

FASTs – Road to Gold or Road to “SLOW?”
Free ad-supported TV or “FAST” has become one of the buzziest terms in the streaming and CTV industries. Content providers are eagerly launching FAST channels to capitalize on two key trends: advertisers’ insatiable demand for premium CTV ad inventory and viewers’ SVOD fatigue as economic uncertainty escalates. All of this makes FASTs a “road to gold” in the short-term. But in the longer-term, is flooding the market with a lot of free premium programming going to precipitate "SLOW" – “SVOD Losses On the Way?” as viewers are further conditioned to consume free premium video via FASTs and expect ever-better shows to be accessible without payment required?

Beth Anderson – GM, FAST Channels, BBC Studios
Tejas Shah – SVP, Commercial Strategy and Analytics, FilmRise
Josh Sharma – VP of Advertising Partnerships, Allen Media Group
Aneessa Steilen – VP, Media and Distribution Marketing, Vevo
Eric John – VP, Media Center, IAB (moderator)

This week we go on a “field trip” to India, where a battle between multibillionaires - at the intersection of streaming, marquee sports, mobile, commerce and FASTs - provides a glimpse of the future.

First up, we discuss news that Viacom18 Media Pvt. a joint venture between Paramount Global and multibillionaire Mukesh Ambani’s conglomerate Reliance Industries Ltd., the most valuable company in India - which in 2021 won the rights, for $2.7 billion, to stream the hugely popular Indian Premier League (IPL) cricket games - and intends to do so for free to consumers.

Viacom18 Media actually poached the IPL streaming rights from Disney, which had them previously and used the games to drive Disney+ Hotstar subscriptions. Disney's direct-to-consumer strategy remains murky as Colin and I discussed 2 weeks ago.

The move underscores trends that Colin and I have discussed extensively around marquee sports moving from broadcast/cable to streaming (most recently in January, with fuboTV's CEO David Gandler) and the accelerating pace of free ad-supported streaming TV (FAST).

Next, we discuss “miniTV,” a set of freely available video content that is placed front and center within Amazon India’s shopping app. While miniTV, which launched in May, 2021 got off to a modest start, apparently in 2022, its first full year of operations, it has picked up momentum. This is due to the popularity of certain original programming that Amazon has invested in.

Amazon’s strategy of purposely giving away premium video for free parallels what it has done with Prime Video, investing heavily in originals like “The Lord of the Rings: The Rings of Power,” without seeking to directly monetize them. Rather, Amazon uses its massive commerce business to subsidize the cost of content creation, because it has been able to demonstrate to itself that video drives higher levels of Prime acquisition/retention, and Prime members buy more stuff from Amazon, of course.

Jeff Bezos articulated this “flywheel” in an interview with Walt Mossberg at the Code Conference in 2016, putting as fine a point on it as one can imagine, by famously saying “When we win a Golden Globe, it helps us sell more shoes” (start at the 36:56 mark for the segment). Amazon’s approach to subsidizing video is virtually inimitable, except perhaps by Apple and Google, and should justifiably strike terror in the heart of every media company CEO.

In India, with miniTV, we are seeing Amazon run the same playbook, except absent a Prime membership requirement, and with a more specific focus on mobile consumption, primarily by younger viewers. If media company CEOs around the world were not already on high alert from Prime Video, miniTV should put them on an immediate DEFCON 1 footing.

(As a side note, I believe that another flywheel, in CTV advertising, is also developing, as I wrote back in June, 2021. Speakers at next week’s VideoNuze CTV Advertising PREVIEW: 2023 will emphatically drive this home. Note, complimentary sign up is available.)

Last but not least, and at the risk of stating the obvious: Bezos’s net worth currently stands at approximately $120 billion, while Ambani’s is around $84 billion. In short, both of them bring essentially unlimited resources to the streaming game, free to subsidize anything they believe is in their companies’ long-term interests. The stakes in streaming have never been as high and only the deepest-pocketed need apply.

The two initiatives in India are a preview of streaming’s future. As I said, DEFCON 1.

Pack your bags for the trip to India, and listen to the podcast to learn more (27 minutes, 20 seconds)



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