Posts for 'Advertising'

  • [VIDEO] Welcome to Connected TV Advertising PREVIEW 2023 virtual

    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

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

    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)

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

    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)

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

    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)

     
  • [VIDEO] CTV UX Innovation – The 2023 Roadmap

    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)

     
  • [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.

    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)

     
  • PERSPECTIVE: 5 Mile Markers on the CTV Road Ahead

    CTV is garnering industry headlines and M&A attention right now, with many industry observers happy to declare that “the year of CTV” has already come and gone. But the reality is that we still have a long way to go to achieve the full potential of CTV for advertisers.
     
    For brands and agencies, the need to calibrate expectations, while still positioning themselves to unlock the tremendous potential of the CTV space, should be a top priority over the next 12 months. Here are five key areas where we still have a lot of work to do to integrate and elevate CTV to its proper place within the marketing mix.

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  • Performance in CTV Advertising is Complex; That Should Excite Us

    In 2022 we saw the biggest shift yet in what marketers want  (by which I mean “need”) from Connected TV (CTV). It should be no surprise that this shift happened. In addition to the ongoing decline of traditional TV, prevailing economic concerns and a stronger understanding by agencies and brands of CTV’s capabilities, the spotlight has been been forced to broaden from focusing on “checking the brand awareness box” to including measurable outcomes that make a more noticeable (and attributable) difference to a brand’s bottom line. In other words: performance.

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  • 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)