Posts for 'Advertising'

  • CTV Needs Real Measurement - and Ratings Are Just a Tiny Piece of It

    While not all that surprising in hindsight, a recent study uncovered a minor bombshell in CTV advertising: brands are throwing away more than $1 billion a year in advertising spend due to the fact that their commercials are playing on streaming platforms even while TVs are off.
     
    How is this possible? Viewers don’t always exit or pause the streaming app they’re using before hitting the power button on their TV; the shows (and the ads) are still running in the background. About 17% of ads on TVs connected through streaming devices are playing while the TV is off, and being delivered to no one at all.
     
    What makes this revelation all the more astonishing is the fact that today’s CTVs are digital and connected to the Internet, which is home to the most trackable, measurable media in our world’s history.
     
    Yet, while CTV brings a lot of promise to targeting a growing number of consumers, measuring what and when those individuals are watching is still too hard. For CTV to realize its full potential – and justify ad spend from brands – we need to treat it like a true Internet-connected medium. Let’s look at three steps the industry can take to move in the right direction.

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  • Save the Date for CTV Advertising PREVIEW: 2023 (virtual) on February 28th

    Please save the date for VideoNuze’s third annual Connected TV Advertising PREVIEW: 2023 (virtual) on Tuesday afternoon, February 28th.
     
    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.

    VideoNuze’s Connected TV Advertising PREVIEW: 2023 (virtual) will feature senior industry executives sharing their thought leadership perspectives and insights on the year ahead for CTV advertising. PREVIEW is a one-of-a-kind virtual event, exclusively focused on CTV advertising.
     
    The program will include a mix of cutting-edge research, keynote interviews, high-impact panel discussions and case studies (lots more news on the program and speakers soon). For attendees, CTV PREVIEW will be a must-attend afternoon of high-impact learning about what’s ahead for CTV in 2023.

    Many thanks to our partners Beachfront, PadSquad, Roku and Wurl (with others to come).

    If you’re interested in sponsorship information, please contact me.

    Sign-up is complimentary!

     
  • PadSquad Partners With Innovid for Access to Tools That Accelerate Interactive CTV Ads

    PadSquad, which specializes in creating high-impact advertising experiences, has partnered with CTV leader Innovid to gain in-house access to Innovid’s full suite of interactive CTV tools. The goal of the joint advanced CTV offering is to streamline and accelerate brands’ ability to create interactive and shoppable CTV ads.

    According to PadSquad’s head of marketing Lance Wolder, it is the first time Innovid’s interactive CTV tools can be fully utilized by a third-party instead of through Innovid’s managed service. Lance said that with PadSquad’s team of over 20 designers and developers, being able to directly use Innovid’s tools will enable faster turnaround times for clients’ campaigns and also unlock new creative potential.

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  • Inside the Stream Podcast: How Do Sunday Ticket Economics Work for YouTube?

    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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  • Inside the Stream Podcast: World Cup 4K, Netflix Ad Refunds, HBO Max Removes “Westworld”, Music FASTs

    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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  • CTV Content Metadata and the Need for a Standardized Taxonomy

    As TV and digital advertising converge, it’s become even more evident how different the ways of buying and selling media are in each ecosystem. This reality has created some key challenges for both brands and media owners who seek to operate across platforms, and these challenges will only inhibit the free flow of money if they persist.

    Advertisers generally want to deliver targeted impressions across a mix of programming, irrespective of whether that content is delivered on a set-top box or an IP-connected device. However, each of these environments offer vastly different capabilities and operates on different protocols. The resulting asymmetry, as you might imagine, often leads to frustrations and hurdles.

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  • Women’s Sports Are On The Rise, Creating Game-Changing Opportunities for Advertisers

    In today’s fragmented media landscape, one of the key questions I am regularly asked as the Chief Marketing Officer of the largest provider of independent first-party TV audience data is how advertisers can find their most desirable TV audiences at scale. With viewers cutting the cord at record rates, it’s essential for advertisers to lean into programming that their target audiences have demonstrated interest in, so they can reach them where they are today vs. where they were before.

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  • All the Session Videos from Last Thursday’s CTV Advertising Brand Suitability Summit

    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

     
  • [VIDEO] Why Brand Suitability Matters to Connected TV

    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)

     

     
  • [VIDEO] Exploring Identity Management and Measurement in CTV

    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)

     

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

    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)

     

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

    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)

     

     
  • [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.
     
    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)

     

     
  • Inside the Stream Podcast: Highlights from CTV Brand Suitability Summit virtual

    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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  • Inside the Stream Podcast: Roku’s Q3 Was Solid But Q4 is Uncertain

    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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  • Inside the Stream Podcast: Why Samsung and LG License Their TV Operating Systems to Competitors

    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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  • Complimentary Sign Up for CTV Advertising Brand Suitability Summit (virtual) Nov. 17th afternoon

    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

    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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  • 5 Insights to Lead Advertisers into the Future of CTV

    The drivers behind the expansion of the connected TV landscape are many. What started with the rising cost of cable and technological advancements in the delivery of content slowly gave way to new players in the space, mergers and acquisitions and content wars. Add on top of that a two-year pandemic and the rising challenges of inflation, and the groundwork has been laid for continued growth (and monetization) within the incredibly dynamic and ever-evolving CTV landscape.

    Today, the CTV revolution is upon us. For advertisers and publishers alike, there’s no denying or controlling the significance or pace of consumer viewing shifts into streaming channels. Rather, the real question that companies must consider is this: Do they have the insights needed to stay on trend?

    As companies chart their path forward with regard to the CTV opportunity, here are the key market realities that should be guiding them.

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  • Inside the Stream Podcast: Netflix’s Plans for Ad Tiers and Paid Account Sharing Bring Complexity

    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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