Posts for 'Advertising'

  • [VIDEO] CTV Advertising in 2024: $30 Billion and Robust Growth Ahead

    The following video was recorded at VideoNuze’s Connected TV Advertising PREVIEW: 2024 virtual on February 28, 2024.

    CTV Advertising in 2024: $30 Billion and Robust Growth Ahead
    eMarketer forecasts CTV advertising to grow 22% in 2024 to over $30 billion in the U.S. alone. In this opening presentation, learn what's driving this growth, which companies are gaining the most, and what's ahead in the next several years.

    Ross Benes - Senior Analyst, eMarketer

     

     
  • [VIDEO] Exploring CTV's Key Trends and Opportunities in 2024

    The following video was recorded at VideoNuze’s Connected TV Advertising PREVIEW: 2024 virtual on February 28, 2024.

    Exploring CTV's Key Trends and Opportunities in 2024
    TV viewership is fundamentally changing, and CTV is a clear beneficiary. In particular, ad buyers are excited about how CTV combines the best of TV advertising’s reach and impact with the best of digital advertising’s targeting and engagement. Learn about all of CTV's key trends and opportunities in 2024 and beyond.

    Beth Anderson - SVP/GM, FAST Channels & VOD Sales, BBC Studios
    Ashley Arena - Head of US Advanced Video Activation, PHD
    Carly Friedman - Head of Industry, Gaming, Tech and Telco, Roku
    David Pudjunis - VP, Revenue Operations & Digital Partnerships, AMC Networks
    Danielle DeLauro - EVP, VAB (moderator)

     

     
  • [VIDEO] How to Make CTV Ads More Engaging

    The following video was recorded at VideoNuze’s Connected TV Advertising PREVIEW: 2024 virtual on February 28, 2024.

    How to Make CTV Ads More Engaging
    CTV gives advertisers and publishers brand new opportunities to engage viewers far beyond conventional 15 and 30-second spots. What kinds of innovations are already working in CTV interactivity and what's on the roadmap for 2024? How will new forms of viewer engagement change how CTV ads are bought and their success measured?

    Tyler DeNicola - VP of Programmatic Revenue & Partnerships, A+E Networks
    Jordan Greene - Chief Media Officer and Co-founder, Alpha Precision Media
    Rose McGovern - Head of Programmatic and Digital Ad Sales, DIRECTV Advertising
    Lance Wolder - Head of Client Strategy and Marketing, PadSquad
    Alan Wolk - Co-Founder and Lead Analyst, TVREV (moderator)

     

     
  • [VIDEO] Why Premium Streaming Video is Increasingly Ad-Supported

    The following video was recorded at VideoNuze’s Connected TV Advertising PREVIEW: 2024 virtual on February 28, 2024.

    Why Premium Streaming Video is Increasingly Ad-Supported
    All across the streaming landscape, premium video is increasingly supported by advertising, in both free and hybrid subscription services. This session will explore the range of different reasons behind this evolution and what it means for the industry and viewers going forward.

    Dave Bernath – VP, Sales & Partnerships, North America, Wurl
    Bill Condon – VP, Enterprise Sales & Partnerships, Xumo
    Erick Opeka – President and Chief Strategy Officer, Cineverse
    Tejas Shah – SVP, Commercial Strategy and Analytics, FilmRise
    Jen Soch – Executive Director, Channel Solutions, GroupM
    Colin Dixon – Chief Analyst and Founder, nScreenMedia (moderator)

     

     
  • [VIDEO] Achieving Viewership At Scale: Netflix’s Focus on the Mid-Tail

    The following video was recorded at VideoNuze’s Connected TV Advertising PREVIEW: 2024 virtual on February 28, 2024.

    Achieving Viewership At Scale: Netflix’s Focus on the Mid-Tail
    Ultimately, to achieve success with CTV advertising, streaming providers need viewership at scale. Based on new research, learn how Netflix has focused its “mid-tail” content investments to build a foundation for its new ad-supported tier’s success – and how other streaming providers can do the same.

    Jonathan Hurd - Partner, Altman Solon

     
  • Inside the Stream: CTV Ad PREVIEW: 2024 Reveals Key Market Drivers

    Earlier this week VideoNuze held its Connected TV Advertising PREVIEW: 2024 virtual, featuring 19 industry executives speaking on 5 different sessions. In today’s podcast Colin and I discuss some of the key market drivers and themes we consistently heard.

    There are many reasons to be optimistic about CTV’s future growth, but also some challenges the industry faces. Across the sessions a theme we heard was that despite CTV’s rapid growth, it’s still relatively early in its evolution, with a lot of room for making CTV ads far more valuable than traditional TV’s 30-second format.

    (Note all of the session videos will be posted to VideoNuze early next week for on-demand viewing)

    Listen to the podcast to learn more (27 minutes, 11 seconds)


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  • Inside the Stream: Netflix’s Record Q4 Boosted by Paid Sharing and Ads

    Netflix added 13.1 million global subscribers in Q4 ’23, its best fourth quarter ever. As we discuss, the company is capitalizing on the introduction of paid sharing and a lower priced ad-supported tier. Paid sharing, which requires those who were using someone else’s login credentials to start their own subscription, has been especially effective. Netflix designed a smart strategy to eliminate this long-valued benefit. It could have become a PR nightmare, but instead has rolled out seamlessly.

    Netflix said that the ad-supported tier now accounts for an impressive 40% of new subscriptions in markets where it is available. In yet another move to optimize revenue, Netflix is discontinuing its $11.99 per month Basic plan, which will drive more new subscribers to the ad tier or the least expensive ad-free tier which is $15.49 per month.

    Listen to the podcast to learn more (32 minutes, 20 seconds)




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  • How Advertisers Can Realize the Promise of QR Codes

    (At the end of the article, watch a video interview with Lance Wolder and Will Richmond, Editor and Publisher of VideoNuze.)

    As the advertising industry shifts from traditional linear TV to streaming, interactive ads have emerged as a novel way to cut through the clutter, leveraging the powerful personalization capabilities of Connected TV. Notably, QR codes have been gaining attention as a tool to drive measurable actions in ads. However, despite the buzz, their real-world impact remains limited. This isn’t just a QR code dilemma; it's a clarion call for a strategic shift.

    Here's the thing: QR codes are known to all, yet scanned by few. The numbers don’t lie – while consumer awareness is through the roof, engagement rates have some catching up to do. It's a classic case of great potential, missed execution. Recent studies from Origin, LoopMe, and FlowCode shed light on the current state of QR code engagement. 95% of consumers are familiar with the concept of QR codes however a study from Brightline found a mere 0.02% of users scan QR codes in video ads. This begs the question: Why the disparity?

    Simply put: Just because you can doesn’t mean you should.

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  • Inside the Stream: NASCAR’s $8B Rights Deals, D2C vs. Pay-TV, TikTok vs. YouTube

    This week on Inside the Stream Colin and I cover a number of different topics that have been in the news. First up, NASCAR has signed new rights deals with TV and streaming partners for nearly $8 billion, a huge increase from its current deals.

    Next we discuss new research indicating that non-pay-TV viewers will outpace traditional pay-TV viewers by the end of the year. Then, TikTok is encouraging creators to make longer videos, in a move to compete with YouTube. Last, Hub reports that built-in apps on Smart TVs get greater usage.

    Listen to the podcast to learn more (36 minutes, 54 seconds)




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  • Balancing the TradeOffs in Digital Advertising’s Black Box

    As a veteran ad executive once said, "Where there is mystery, there's margin."

    Since its 2021 introduction, Google’s PerformanceMax (PMax) has aimed to drive ad performance by modeling historical performance data using Artificial Intelligence models. As an automated ad product, it appeals to those who want to "set it and forget it." Sounds great, right? Well, maybe.

    Upon further inspection, the tradeoffs for the marketer emerge, particularly regarding transparency, autonomy, and brand suitability. Some recent findings from Adweek highlight this: Advertisers discovered that Google placed a significant portion of their PMax YouTube ads in the open web – not quite the premium placements they were expecting.

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  • Inside the Stream: Disney, Roku, WB Discovery and Dish Q3 Results

    It’s earnings season, and on this week’s podcast, Colin and I discuss results from Disney, Roku, WB Discovery and Dish. The four companies’ subscriber counts, profitability and shifting business models all provide insights into larger industry trends and challenges.

    Listen to the podcast to learn more (37 minutes, 36 seconds)



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  • All the Session Videos from the CTV Advertising Summit Virtual 2023

    Last Thursday was VideoNuze’s fourth annual Connected TV Advertising Summit virtual which featured 27 senior executives on 6 sessions in 1 high-impact afternoon.

    Below are links to each of the session recordings along with descriptions of each session and its speakers.

    Many thanks to our 5 generous partners Beachfront, Extreme Reach, PadSquad, Pixability and Roku.

    We covered a lot of ground during the Summit which Colin and I tried to distill into our 5 key takeaways on last Friday's Inside the Stream podcast.

    Enjoy!

    [VIDEO] Welcome and How CTV’s Omnipresence is Reshaping the TV and Advertising Industries

    [VIDEO] Inside CTV’s Biggest Opportunities and Challenges - The Three Year Perspective

    [VIDEO] Understanding CTV/Streaming Business Model Choices: Paid, Hybrid, FAST

    [VIDEO] Why CTV’s March to Full-Funnel/Lower-Funnel and Shoppable TV is Inevitable

    [VIDEO] How Innovation is Driving the Value of Content and Advertising in CTV

    [VIDEO] Unraveling the Measurement and Attribution Imperative

     
  • [VIDEO] Welcome and How CTV’s Omnipresence is Reshaping the TV and Advertising Industries

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

    Welcome and How CTV’s Omnipresence is Reshaping the TV and Advertising Industries
    CTV is now omnipresent in U.S. households, in turn completely reshaping the TV industry. Viewers are embracing streaming and wide array of streaming choices. In this stage-setting session, one of the industry’s leading researchers lays out all most important data, including newly-released survey results underscoring the extent to which viewers are shifting their behaviors.

    Bruce Leichtman – President and Principal Analyst, Leichtman Research Group (presenter)
    Will Richmond – Editor and Publisher, VideoNuze (interviewer)

     

     
  • [VIDEO] Inside CTV’s Biggest Opportunities and Challenges - The Three Year Perspective

    The following video was recorded at VideoNuze’s fourth annual Connected TV Advertising Summit virtual on June 8, 2023.

    Inside CTV’s Biggest Opportunities and Challenges  - The Three Year Perspective
    With nearly 9 in 10 U.S. homes now having at least one CTV device and adoption in other countries rapidly growing, ad-supported streaming services proliferating and brands hungry to replace lost linear TV impressions, the CTV advertising has become the hottest sector of the ad market. Go inside all the key CTV advertising trends with senior industry leaders who will explore the biggest opportunities and challenges over the next 2-3 years.

    Laurie Crowley - SVP Group Director, Investment, Havas Media
    Stacie Danzis - SVP, Digital Ad Sales, A+E Networks
    Justin Fromm - Head of Insights, Samsung Ads
    Darren Olive - President, Sales & Strategy, Crackle Connex
    Tom St. John - Head of Partnerships, Beachfront
    Danielle DeLauro - EVP, VAB (moderator)

     

     
  • [VIDEO] Understanding CTV/Streaming Business Model Choices: Paid, Hybrid, FAST

    The following video was recorded at VideoNuze’s fourth annual Connected TV Advertising Summit virtual on June 8, 2023.

    Understanding CTV/Streaming Business Model Choices: Paid, Hybrid, FAST
    Media executives face an array of business model choices for their streaming services: pure paid/SVOD, hybrid paid/ad-supported, FAST, or a combination. This insightful session will explore the strategic, financial and real-world foundations for choosing optimal CTV/streaming business models - especially when resources are highly constrained. And then, once decisions are made, how to stay the course in a really noisy environment.

    Erick Opeka - Chief Strategy Officer and President, Cineverse
    Rene Santaella - Chief Digital and Streaming Officer, Estrella Media
    Robert Schildhouse - EVP, North America and GM, Group Marketing Services, BritBox
    Brian Wallach - Chief Digital Officer, Extreme Reach
    Jonathan Hurd - Partner, Altman Solon (moderator)

     
  • [VIDEO] Why CTV’s March to Full-Funnel/Lower-Funnel and Shoppable TV is Inevitable

    The following video was recorded at VideoNuze’s fourth annual Connected TV Advertising Summit virtual on June 8, 2023.

    Why CTV’s March to Full-Funnel/Lower-Funnel and Shoppable TV is Inevitable
    In 2023 the vast majority of CTV ads will be bought with upper-funnel KPIs, as TV ad buyers seek to replace GRPs lost due to traditional TV’s decline and cord-cutting. With a $70 billion TV ad market in the U.S. alone, the shift from linear TV to CTV has lots of runway ahead. But more strategically significant are myriad initiatives that are transforming CTV into a full-funnel/lower-funnel channel. In an era when the importance of first-party data is rapidly increasing, engaging viewers on their TVs will soon become table stakes. In this session, learn how CTV is going to create a multibillion-dollar bonanza in shoppable TV, as well as new frontiers in content creation and personalization.

    Jenna Chen - Director, Strategy and Business Development, Partnerships, Walmart Connect
    Lindsay Pullins - Director, Ad Revenue Business Strategy, Partnerships, Roku
    Lance Wolder – Head of Strategy and Marketing, PadSquad
    Eric John - VP, Media Center, IAB (moderator)

     
  • [VIDEO] How Innovation is Driving the Value of Content and Advertising in CTV

    The following video was recorded at VideoNuze’s fourth annual Connected TV Advertising Summit virtual on June 8, 2023.

    How Innovation is Driving the Value of Content and Advertising in CTV
    Innovation is everywhere in the CTV and streaming market, creating better viewer experiences and more value for content providers. What does the near-term roadmap look like, where are resources being focused, what key challenges are being addressed, and most important, what does all of this mean the CTV market will look like in 2-3 years? Join a high-impact discussion by experts who chart out CTV’s innovative future.

    Michael Nagle - GM of Streaming, USA Today and USA Today Sports
    Jackie Swansburg Paulino - Chief Product Officer, Pixability
    Damian Pelliccione - CEO and Co-Founder, Revry
    Nyma Quidwai - VP, Client Services and Inventory Partnerships, VIZIO Ads
    Christy Tanner - Partner-in-Residence, The Nunatak Group and former EVP, CBS Interactive (moderator)

     

     
  • [VIDEO] Unraveling the Measurement and Attribution Imperative

    The following video was recorded at VideoNuze’s fourth annual Connected TV Advertising Summit virtual on June 8, 2023.

    Unraveling the Measurement and Attribution Imperative
    There is likely no single topic that generates more coverage and industry hand-wringing than measurement and attribution. For many in the industry, establishing a single, or possibly multiple credible currencies, is priority #1. Yet tens of billions of dollars of spending are transacted in digital without such currencies, and rather are based on actual outcomes. With a full-funnel/lower-funnel future ahead for CTV, how should CTV’s transaction backbone be informed by a traditional TV currency paradigm? Join us for a robust discussion of how critical measurement and attribution issues are being addressed, with an eye to unlocking CTV’s ultimate success.

    Bharad Ramesh - Executive Director Research & Investment Analytics, GroupM US
    David Sederbaum - EVP, Head of Video Investment, Dentsu Media US
    Andrea Zapata - EVP, Head of Ad Sales Research, Measurement and Insights, Warner Bros. Discovery
    Maggie Zhang - SVP, Measurement Strategy and Operations, NBCUniversal
    Lynda Clarizio – General Partner/Co-Founder, The 98 and former President, US Media, Nielsen (moderator)

     

     
  • Inside the Stream: 5 Key Takeaways from the VideoNuze’s Fourth Annual CTV Advertising Summit virtual

    Yesterday was VideoNuze’s fourth annual Connected TV Advertising Summit virtual, featuring 27 senior executives on 6 sessions across the afternoon. Hundreds of industry colleagues attended, hearing insights, data and forecasts from participating speakers. I will post all of the session videos on VideoNuze early next week.

    There were a lot of really interesting observations, which Colin and I have tried to distill to 5 key takeaways in today’s podcast. In no particular order, these include

    1) There is strong conviction that CTV is ultimately going to become full-funnel, offering advertisers strong ROIs across all desired KPIs.

    2) While CTV devices are heavily penetrated in U.S. households, less than half of these households use them to stream on a daily basis, creating enormous opportunity ahead.

    3) The key to choosing an appropriate CTV/streaming business model ultimately boils down to understanding audience preferences and serving them.

    4) Priorities in CTV innovation span from “what’s-old-is-new-again” optimization of electronic program guides (EPGs) to capitalizing on generative AI.

    5) Measurement and attribution of CTV ad campaigns is complex and won’t be resolved anytime soon given the tug-and-pull of traditional TV measurement priorities and the realities of digital’s “outcomes-centric” precedents.

    Listen to the podcast to learn more (41 minutes, 51 seconds)


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  • Inside the Stream: Q1 ’23 Earnings Review: Who’s Up? Who’s Down? Who’s Pick ‘Em?

    Most media and technology companies have now reported Q1 ’23 results. We dig into who’s up, who’s down and who’s pick ‘em, and where they all might be headed. We share all this with the caveat that one quarter’s results are not the final word on a company’s ability to survive and thrive going forward. We hope we’re not in any way contributing to the short-term, quarterly performance myopia so common on Wall Street.

    Rather, we’re looking at these companies’ results in the context of prior results, the competitive landscape and their particular products’/services’ positioning. All while trying to do some basic “pattern recognition” - what have we seen before and how is this likely to play out in TV and video. Our discussion is primarily focused on Netflix, Roku, Amazon, AMC, Disney, Comcast, Vizio, YouTube, The Trade Desk, Paramount, Diamond Sports Group, Tegna, Dish and how they’re sorting themselves in the up, down and pick ‘em categories.

    Listen to the podcast to learn more (38 minutes,  50 seconds)



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