Posts for 'Advertising'

  • [VIDEO] Closing Interview – Bringing It All Together and Looking Ahead to 2022

    The following video was recorded at VideoNuze's Connected TV Advertising Brand Suitability Summit virtual on November 17, 2021.

    Closing Interview – Bringing It All Together and Looking Ahead to 2022
    An exclusive interview that brings together the various discussion threads from the entire conference, with insights about what’s ahead in 2022.

    - Darline Jean – Global COO, Matterkind, a Kinesso Company
    - Sarah Fay – Managing Director, Glasswing Ventures and former CEO, Aegis Media North America (interviewer)

    Watch the session video now!

     
  • Inside the Stream Podcast: Key Takeaways From This Week’s Connected TV Ad Brand Suitability Summit

    Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.

    Earlier this week was VideoNuze’s Connected TV Ad Brand Suitability Summit virtual, which featured 32 senior executives speaking on 10 sessions across 2 afternoons (all session videos will be available on VideoNuze starting on Monday).

    Some of the sessions focused more generally on the massive shift to CTV advertising, and what’s ahead, while others focused more specifically on brand suitability/safety, DE&I, measurement, identity management, brand building and multi-platform.

    On today’s podcast, Colin and I discuss key takeaways from the conference - both the main opportunities being created by CTV advertising and also the important challenges that still must be addressed for it to reach its full potential.

    One important conclusion that we agree on is that CTV’s ability to enable advertisers to target specific audience segments helps drive more diversity in content creation, which in turns helps foster more inclusivity and multiculturalism. All of this supports society’s evolution to great acceptance and tolerance, which should be critical goals for all.

    CTV advertising’s opportunity is only going to grow in the new year, and there will be ongoing work to solve its challenges. To help better understand all of this, keep an eye for a save the date email from VideoNuze coming soon, announcing the January dates for our inaugural CTV Advertising: Preview 2022 virtual event!

    Listen to the podcast (32 minutes, 54 seconds)


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  • Mediaocean’s GM, Verification Outlines New Paradigm for CTV Advertising Transparency

    Mediaocean’s GM, Verification Asaf Greiner outlines a new paradigm for CTV advertising transparency in a 10 minute interview with me below. Asaf discusses one of the key issues in verification in CTV today, which is adapting browser-based technologies to CTVs, which of course don’t have browsers. Asaf previews what a modern approach involving industry collaboration would look like, and how higher transparency would be achieved.

    Hear Asaf’s full presentation at next week’s CTV Advertising Brand Suitability Summit virtual on November 16th at 3pm. Asaf is one of 32 executives speaking on 10 different sessions across 2 afternoons. Reminder that all paid registrants will be entered to win a 50-inch Roku TV and Streaming Soundbar.

    Watch the interview now!

     
  • Today Only: Complimentary Signup for CTV Advertising Brand Suitability Summit Next Week

    Today only I’m pleased to offer complimentary signup for the Connected TV Advertising Brand Suitability Summit virtual, coming up next week, on Nov. 16th and 17th. The offer is available until tonight at 11:30pm ET. If you were planning to pay the $99 registration fee, I ask that you instead consider donating your fee (or any part of it) to a worthwhile veterans organization. As a little extra incentive, if you do so, and you email me your donor receipt, I will match the first 50 donations. Today is my birthday (I know, it’s hard to believe I’m 28 already), and so 11/11, Veteran’s Day, has always meant something extra to me.

    When you visit the event web site, just click to register, and then in the ticket section look for the blue link “Enter promo code.” Click on it and enter VETS. Select “1” for the complimentary ticket, and “0” for the paid ticket. Then enter your information.

    The Summit program includes 32 amazing speakers on 10 sessions across the two afternoons. Some of the sessions focus on more generally on the massive shift to CTV advertising, and what’s ahead, while others focus more specifically on brand suitability/safety, DE&I, measurement, identity management, brand building and multi-platform. If you’re partially or completely responsible for your company’s success in CTV advertising, I think you’ll get a ton out of the sessions (I’m confident in saying this because I’ve been a “fly on the wall” in all of them).

    I am extremely grateful to the executives below who are taking time to share their insights:

    Joe Barone - Managing Partner, Brand Safety Americas, GroupM
    Natalie Bastian - SVP, Head of Marketing, Tubi
    James Brown (JB) - EVP, Content Distribution & Affiliate Marketing, REVOLT Media
    Lynda Clarizio - formerly President of U.S. Media, Nielsen
    Yale Cohen - EVP, Global Digital Standards, Publicis Media
    Danielle DeLauro - Executive Vice President, VAB
    Colin Dixon - Founder and Chief Analyst, nScreenMedia
    Karina Dobarro - EVP, Managing Partner, Horizon Media
    Rayna Elliott - SVP, Digital Strategy and Innovation, Horizon Media
    Sarah Fay – Managing Director, Glasswing Ventures and former CEO, Aegis Media North America (now Dentsu)
    Natalie Gabathuler-Scully – SVP, Revenue Operations, Vevo
    David George - CEO, Pixability
    Asaf Greiner - GM, Verification, Mediaocean
    Larry Harris - Founder and CEO, Alpha Precision Media
    Darline Jean – Global COO, Matterkind, a Kinesso Company
    Chelsea Jenkins - Director, Cultural and Inclusive Marketing, Kellogg Company
    Eric John - VP, Media Center, IAB
    Mike Law - President, Amplifi US | Dentsu
    Joshua Lowcock - U.S. Chief Digital & Global Brand Safety Officer, UM
    Jessica Masters - Director of East Coast Sales, Roku
    Pooja Midha - Chief Growth Officer, Comcast Advertising
    Michael Nathanson - Founding Partner, MoffettNathanson
    Adam Noble - Director, Connected Television Product Marketing, Index Exchange
    Jackie Swansburg Paulino – Chief Product Officer, Pixability
    Will Richmond - Editor and Publisher, VideoNuze
    Mike Richter - VP, Global CTV Revenue Operations, Trusted Media Brands
    René Santaella - EVP, Digital & Streaming Media, Estrella Media
    Susan Schiekofer - Chief Digital Investment Officer, GroupM North America
    Josh Sharma - VP, Advertising Partnerships, Allen Media Group
    Sarah Shriver - VP, Global Content Monetization & Strategy, A+E Networks
    Marilois Snowman - CEO, Founder, Mediastruction
    Dani Wolinsky - Global Head, YouTube Buying Experiences, Google

    I’m also gratified to have Dentsu, GroupM, Horizon Media, Publicis Media and UM Worldwide - 5 of the biggest U.S. advertising agencies - as Agency Partners.

    Many thanks to the Summit’s sponsors Pixability, Mediaocean, FreeWheel, Index Exchange and Roku.

    SIGNUP NOW!

     
  • Inside the Stream Podcast: Why YouTube Advertising is a Grand Slam

    Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.

    In Q3 2021 YouTube advertising increased by 43% to $7.2 billion, extending to 7 out of the last 8 quarters that revenue has grown by 30%+. It’s an enviable track record and on this week’s podcast Colin and I dig into what’s driving the outsized performance.

    In short, as I wrote earlier this week, YouTube advertising is succeeding by focusing on the lower part of the marketing funnel, where advertisers concentrate on driving user actions/conversions (e.g. purchase, subscription, etc.). The value of these actions/conversions can be modeled into an ROI formula, and once they’re proven in with high conviction, advertisers will spend more and more, because there’s essentially an unlimited ROI. This is what has driven Google’s and other digital businesses over the years.

    But, as we discuss, the untargeted ads running all over Major League Baseball’s post-season games show that targeting and conversions are still a long way away in TV advertising. That means that despite YouTube’s massive growth, there is still huge opportunity ahead, for both it, and all players in the CTV advertising ecosystem.  
     
    (Note, I misspoke slightly when referring to TV ads I’ve seen in baseball’s post-season; I mentioned Chipotle, but it was actually Taco Bell whose ads I continue to be inundated with…showing how little attention I pay to them. My point about these ads being totally untargeted - since I’m uninterested in Mexican/fast food and there’s no data to suggest otherwise - remains.)

    Listen to the podcast (30 minutes, 23 seconds)




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  • Program Announced for CTV Advertising Brand Suitability Summit (virtual) on Nov. 16th and 17th

    I’m really excited to announce the program for the Connected TV Advertising Brand Suitability Summit (virtual) on November 16th and 17th. There are currently 11 sessions planned across the two afternoons, spanning every critical issue related to CTV advertising, brand suitability and safety, and Diversity, Equity and Inclusion (“DE&I"). There are 25 executives now confirmed as speakers, with many at the C-level and EVP/SVP-level. I’m extremely proud of the diversity represented by the speakers, and I’m confident that attendees will benefit from their wide range of perspectives. (There are still a few speaking slots remaining which will be filled shortly.)

    A reminder, the CTV Brand Suitability Summit is the first and only connected TV advertising industry event that is 100% focused on all aspects of brand suitability and safety, including the integral role of DE&I. These are critical topics within the industry, and since CTV advertising is forecast to double to over $27 billion in the U.S. alone by 2025, it is poised to have an outsized impact.

    I intend for the Summit to elevate our collective understanding of these topics and move the dialogue forward. The Summit has been really well-received by the industry and I’m gratified that GroupM, Horizon Media, Publicis, UM and Dentsu are all on board as “Agency Partners,” which means they’ll each have executives speaking and will widely promote the event to internal and external audiences (and provide complimentary passes to those interested in attending).

    I am personally committing to advancing the industry by directing 10% of sponsorship revenue into a pool to be shared among the Agency Partners to support their DE&I initiatives.

    Many thanks to the Summit’s Presenting Partner Pixability, Gold Partner Mediaocean and Silver Partners FreeWheel, Index Exchange and Roku (more coming shortly).

    Also remember, all paid registrants will be entered to win a 50-inch Roku TV and Smart Soundbar, both generously provided by Roku.  

    Learn more and register now!

    Following is the program, which is also on the Summit web site.

    See the program

     
  • Research: CTV Audiences Reflect U.S. Diversity and Age Profiles

    Connected TV audiences reflect the diversity and age profiles of the U.S. population, making it a better platform for advertisers to achieve their key performance objectives compared to traditional TV (TV consumed though set-top boxes or over the air), according to Magnite’s new “CTV is for Everyone: U.S. 2021” report.

    The percentage of Black viewers (13%) and Hispanic/LatinX viewers (20%) watching CTV match their respective share of the U.S. population. Asian viewers watching CTV slightly over-indexes their share of the U.S. population (8% vs. 7%). White viewers watching CTV slightly under-indexes their share of the U.S. population 59% vs. 60%). Importantly, the research found that traditional TV over-indexes for white viewers (69% vs. 60%) while under-indexing across Black, Hispanic and Asian audiences.

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  • Inside the Stream Podcast: HBO/Max’s 1.8 Million Q3 U.S. Subscriber Loss is Actually a Good Thing

    Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.

    HBO / HBO Max lost 1.8 million subscribers in the U.S. in Q3 2021. On the surface that might seem like a bad thing, especially given how hot the streaming business is these days. But as Colin and I discuss, this week, it’s actually a good thing, as it reflects the rolloff of many millions of subscribers who were acquired via a prior distribution deal with Amazon Channels.

    HBO Max has made an intentional decision to focus on a direct-to-consumer strategy, which we think is smart. Back in August, I explained the challenges SVOD services have with third-party distribution, including with Amazon, based on my personal experience subscribing to AMC+ through Amazon.

    After talking to industry colleagues since, I’ve become more skeptical about the long-term value to SVOD services in these deals. So a DTV strategy, especially for a big player like HBO Max, seems like the right one. As we also discuss, it’s also a smart move given HBO Max, as part of WarnerMedia, will be merged into Discovery in 2022.

    Elsewhere in the podcast we talk about the per subscriber value of the ad-supported vs. ad-free business model, and why I think that in the long-term, the former is far greater in a connected TV dominated world with “full funnel” marketing capabilities. We also dig into HBO Max’s decision to have content parity starting in January between its ad-supported and ad-free tiers. Lots to digest.

    Listen to the podcast (33 minutes, 57 seconds)




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  • VAB’s New Stream On Report Provides 23 Case Studies Highlighting Streaming Ad Success

    VAB has released a valuable new Stream On report, highlighting 23 case studies across 15 different product categories in which advertisers are using streaming video ad campaigns to achieve key performance indicators (KPIs) including incremental reach, brand favorability, ad recall, web site visits and sales.

    The report is very well organized, by eight specific question topics such as “How do I use streaming to extend the reach of my video campaign beyond linear TV?” “How do I use streaming to increase my share of voice?” and “How can I use streaming to build brand love?” among others. Under each question topic there are 1-5 real world case studies.

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  • Announcing the First 15 Speakers for the CTV Advertising Brand Suitability Summit (virtual) on Nov. 16th and 17th

    I’m really excited to announce the first 15 speakers for the Connected TV Advertising Brand Suitability Summit (virtual) on Nov. 16th and 17th. The speakers include:

    • Yale Cohen - EVP, Global Digital Standards, Publicis Media
    • Danielle DeLauro - Executive Vice President, VAB
    • Karina Dobarro - EVP, Managing Partner, Horizon Media
    • Rayna Elliott - SVP, Digital Strategy and Innovation, Horizon Media
    • David George - CEO, Pixability
    • Asaf Greiner - GM, Verification, Mediaocean
    • Larry Harris - Founder and CEO, Alpha Precision Media
    • Eric John - VP, Media Center, IAB
    • Joshua Lowcock - U.S. Chief Digital & Global Brand Safety Officer, UM
    • Pooja Midha - Chief Growth Officer, Comcast Advertising
    • Jackie Swansburg Paulino – Chief Product Officer, Pixability
    • Will Richmond - Editor and Publisher, VideoNuze
    • Mike Richter - VP, Global CTV Revenue Operations, Trusted Media Brands
    • Susan Schiekofer - Chief Digital Investment Officer, GroupM North America
    • Karen Schuchardt - SVP, Digital Sales & Partnerships, NBCUniversal
    • Plus many others to come

     

    I’m honored that these executives are allocating time from their busy schedules to participate in the Summit. I anticipate adding more executives to the program in the coming weeks. The sessions are coming together nicely and I’ll be able to announce them shortly as well.

    REGISTER NOW!

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  • Win a 50-Inch Roku TV and Smart Soundbar at the CTV Advertising Brand Suitability Summit (virtual) on Nov. 16 and 17

    I’m really pleased to announce that all paid attendees of VideoNuze’s Connected TV Advertising Brand Suitability Summit (virtual) on the afternoons of November 16th and 17th will be entered to win a 50-inch Roku TV and Smart Soundbar, both generously provided by Roku. The drawing is always a fun part of VideoNuze’s events and with the holiday season fast approaching, a couple of attendees will get a jump start on their shopping lists. Thanks to Roku for their longstanding support of VideoNuze events.

    A reminder, the CTV Brand Suitability Summit is the first and only connected TV advertising industry event that is 100% focused on all aspects of brand suitability and safety, including the integral role of Diversity, Equity and Inclusion.

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  • New Pixability-GARM Study Provides Insights About YouTube Brand Suitability

    A new study released by Pixability and GARM (the Global Alliance for Responsible Media) has found that although 99% of YouTube campaign impressions are considered “brand safe,” approximately one-third of these impressions can still be unsuitable for particular advertisers. The new Advertising Insights Study, “What Every Agency Should Know About Brand Safety, Brand Suitability & Performance on YouTube” is based on 20,000+ YouTube campaigns that ran on YouTube in the first six months of 2021. DoubleVerify’s brand safety measurement provided further input to the study.

    The study first seeks to distinguish between brand suitability and brand safety, as well their impact on campaign performance. GARM has developed a framework for identifying 11 topics that can be considered objectively harmful. On these dimensions, which align with YouTube’s own monetization policies, GARM reported in April, 2021 that YouTube is 99% safe for advertisers.

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  • Pixability, FreeWheel, Mediaocean and Roku are First Sponsors of the CTV Advertising Brand Suitability Summit

    I’m thrilled to share the first group of sponsors for VideoNuze’s inaugural Connected TV Advertising Brand Suitability Summit (virtual) on the afternoons of November 16th and 17th. Pixability is the Presenting Partner; Mediaocean is a Gold Partner and FreeWheel and Roku are Silver Partners. Each of these companies is a leader in their particular field within the industry, and each will have an executive speaking at the Summit. I am extremely grateful for their early commitment to the event. All are past partners in VideoNuze events and many of their executives are trusted colleagues and longstanding friends.

    The Summit is the first and only connected TV advertising industry event that is 100% focused on all aspects of brand suitability and safety, including the integral role of Diversity, Equity and Inclusion (DE&I).  According to eMarketer, CTV advertising will exceed $13 billion in 2021, and will more than double, to over $27 billion in 2025. As CTV advertising gains a larger share of both linear TV and digital ad spending, it is poised to play a more important role in brand suitability and DE&I.

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  • GroupM, Horizon Media and UM are First Agency Partners of the CTV Advertising Brand Suitability Summit

    I’m really excited to share that GroupM, Horizon Media and UM are the first Agency Partners of VideoNuze’s inaugural Connected TV Advertising Brand Suitability Summit (virtual) on the afternoons of November 16th and 17th.

    GroupM is the largest media investment firm in the world, responsible for more than $50 billion in annual client spending; Horizon Media is the largest independent media agency in the world; and UM is the strategic media planning and buying agency arm of the IPG Mediabrands family of agencies. I deeply appreciate their support of this highly relevant first-time industry event.

    Agency Partners will have their executives speaking at the Summit, and they will use their best efforts to have colleagues/clients/partners register and attend as complimentary guests. Agency partners will also co-promote the Summit. I have committed to redirecting 10% of sponsorship revenue to Agency Partners to support their DE&I initiatives.

    More Agency Partners will be announced soon.

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  • Wurl Perform Continues Streaming's Push to Full-Funnel Capability

    Last week brought another step forward in the evolution of streaming and connected TV advertising’s evolution to becoming a full-funnel marketing solution with the launch of Wurl Perform from Wurl, which powers the distribution of 1,200+ streaming channels in 50+ countries. As VideoNuze readers know, I have been steadily beating the drum for how, and why, streaming and CTV advertising need to evolve beyond mainly reach and frequency KPIs, to also enable advertisers to pursue lower-funnel KPIs.

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  • Inside the Stream Podcast: Interview With Alan Wolk About His New Smart TV Report

    Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.

    This week we’re pleased to have as our guest Alan Wolk, who is the Co-Founder and Chief Analyst at TV[R]EV and who is well-known to all of us in the industry. Alan has released a new report, “The Emerging Smart TV Ecosystem,” which is available for complimentary download and was underwritten by LG Ads, Samsung Ads and VIZIO.

    In a nutshell, Alan believes smart TV makers “are having a moment.” A key part of our discussion is whether and how quickly smart TVs will supplant streaming sticks and boxes as the primary connected TV device. Alan also shares his predictions and assumptions for how quickly smart TV advertising will grow over the next several years. We also get into the crucial role of improved user interfaces, how the big 3 work with FAST services to attract and retain viewers, and where Amazon’s new Omnia smart TV fits in.

    Smart TVs are helping reinvent the living room experience; hopefully our interview provides new insights for how they’re doing so and over what time period their impact will be felt.

    Listen to the podcast (36 minutes, 32 seconds)
     


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  • How CTV Advertising Can Drive Super Bowl Ads Above $10 Million Per Spot

    News yesterday that NBC has certain advertisers willing to pay a record price of up to $6.5 million for a 2022 Super Bowl spot, 18% higher than this year, and that it has fewer than five unsold 30-second spots remaining for February’s big game, brought to mind a newsletter I wrote way back in February, 2006 entitled “The $10 Million Super Bowl Ad?” (Unfortunately link no longer available). In it I asserted that Super Bowl ads would eventually command $10 million.

    For reference, back in 2007 NBC sold spots in Super Bowl LXI for $2.5 million apiece. That means the price per spot has grown by an annual compounded rate of approximately 6.5%. That is 3.5x the rate of inflation over that 15 year period, which was approximately 1.9%. If Super Bowl ad rates continue to increase at an average of 6.5% per year, then the price will hit $10 million per spot in about 7 years, for the 2029 big game.

    (Note, back in 2015, when NBC was charging $4.5 million per Super Bowl spot, NBC Sports Group’s EVP of Sales and Marketing Seth Winter said “$4.5 million is a steal. We think the Super Bowl is worth closer to $10 million in incremental exposure for marketers.” Worth it or not, 6 years later NBC believes a spot is now valued by the market at $6.5 million and to be fair some of the ads’ value is tied to a packaging approach NBC is taking with the 2022 Winter Olympics).

    What’s going on here?

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  • Inside the Stream Podcast: FAST Ad Revenue in the U.S. Will Double in the Next Two Years

    (Reminder - if you are a listener of The VideoNuze Report podcast, please update your feed per below to the new Inside the Stream feeds which have been available for a couple of months....we don't want to lose you as a listener as we complete this transition!)

    Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.

    Colin has just released an in-depth white paper on the free ad-supported streaming TV (“FAST”) market, underwritten by Verizon Media, and on today’s podcast he shares his key takeaways and assumptions (note, I have not yet had a chance myself to review the paper which is free to download).

    The paper also includes Colin’s forecast for FAST services’ advertising revenues in the U.S. alone. Colin has built his model with both a top-down industry analysis and a bottoms-up review of FAST services including logging ad pod durations, frequency, fill rates, etc, and consulting with numerous industry leaders. Colin sees FASTs generating $2.1 billion in ad revenue in the U.S. in ’21, increasing to $4.1 billion in ’23, though he notes he may be erring on the conservative side.

    If you’re interested in the FAST market and especially how it relates to AVOD, Colin’s paper is a must to download. Colin’s also eager to refine his model further, so please feel free to share your feedback directly with him.

    Listen to the podcast (33 minutes, 28 seconds)


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  • What’s Next for Identity in CTV?

    Historically, in digital advertising, third-party cookies have been used to identify audiences in desktop and mobile web environments for the purposes of reaching them and gathering insights on consumer activity. Although the timeline has been extended, advertisers are still grappling with what the future of identity will look like across the entire landscape once cookies are eventually deprecated.

    While desktop and mobile are heavily impacted by the fate of cookies, the same challenges that face these environments do not apply to connected TV (CTV) which is an inherently cookie-less environment. Although device identifiers (and their standardization) have advanced audience targeting and measurement capabilities in CTV, challenges do still remain for advertisers that are planning cross-channel or cross-device campaigns.

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  • Behold, YouTube

    “There’s something happening here,
    But what it is ain’t exactly clear…”

    -Buffalo Springfield, “For What It’s Worth,” 1967

    Late yesterday, Alphabet released its Q2 ’21 earnings. Included was the single snippet of financial information for YouTube that Alphabet began reporting a couple of years ago: “YouTube ads,” which represents YouTube’s global advertising revenue (non-ad revenue such as YouTube TV and YouTube Music subscriptions, etc. are not included). YouTube’s ad revenue for Q2 ’21 was $7.002 billion, which was 84% higher than the $3.81 billion Covid-affected Q2 ’20 ad revenue, and 94% higher than the $3.60 billion pre-Covid Q2 ’19 ad revenue.

    Yes, Covid dampened Q2 '20 ad revenue, as management had previously said. But still, you read those numbers right. An 84% year-over-year increase. On a very large prior number.

    Consider a little comparative context for YouTube's $7 billion quarter: YouTube’s ad business alone is nearly the size of Netflix’s entire global subscription business, which generated $7.34 billion in revenue in Q2 ’21. But two years ago, Netflix’s Q2 ’19 revenue was $4.92 billion, which means over the past 2 years, Netflix has increased its second quarter revenue by $2.42 billion, or 49%.

    YouTube has increased its ads revenue alone by nearly $3.4 billion, or 42% more than Netflix. Since Alphabet does not disclose YouTube’s specific expenses, it is impossible to calculate its profitability. But because virtually all of YouTube’s content comes from third party creators while Netflix’s annual content tab is approaching $20 billion, suffice it to say YouTube’s ad business is far more profitable than Netflix’s subscription business. It is also fair to project that in Q3 ’21 YouTube’s ad revenue will exceed Netflix’s subscription revenue.

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