Viewers are watching TV on more devices than ever. While this makes viewers’ lives more convenient and enjoyable, for advertisers, it has created massive new challenges to keep up. The good news however, is that with the rise of digital delivery, the ability to get ever closer to the advertiser’s nirvana of one-to-one, highly targeted ads, is becoming more realistic.
To help advertisers understand the range of advanced TV ad options, Videology released a handy primer late last week.
Below are the final two session videos from our recent SHIFT // Programmatic Video & TV Ad Summit.
First up is “Bringing the Precision of the Digital Age to Television” which was kicked off with a short presentation by Scott Ferber (Chairman and CEO, Videology) showcasing research on key challenges to accelerating programmatic TV. Following his presentation, Scott joined a panel I moderated, with Larry Allen (VP of Ad Innovation and Programmatic Solutions, Turner Ad Sales) and Andrew Feigenson (CEO, Simmons Research) also participating.
The second session is “Trending Now: What’s Ahead for Programmatic Video and TV?” which included Paul Alfieri (Chief Marketing Officer, Cross MediaWorks), Rob Byrnes (VP, Digital Planning, National Geographic), Rob Cukierman (VP, Sales Strategy & Partnerships, Vevo), Stephen Strong (Head of Revenue, Newsy), Tore Tellefsen (VP of TV Solutions, DataXu), with Chris Karl (CEO, VertaMedia) moderating.
Watch the session videos now!
Late last week Videology announced DETVgo, a free product that allows ad buyers to begin using data-enabled TV advertising to target specific audiences and then build and optimize media plans. Stacy Daft, Videology’s GM, Enterprise Business Development, told me in a briefing that DETVgo gives ad buyers a low barrier path for trying data-enabled TV ad buying.
All of the major TV networks are investing heavily in data enablement of their ad inventory to help buyers more precisely target audiences. This is a critical step as big digital players, including Google and Facebook, have ramped up their video initiatives to grab a share of TV ad spending.
Videology has released its latest Knowledge Lab research report which is focused on first-party data and how it is being used to help target video ads. Among the highlights of the report are that 25% of video campaign impressions Videology now serves use first-party targeting. Overall, the percentage of video campaigns using first-party data has increased from 5% in 2015 to 11% in the first half of 2017.
Everyone in the video industry is focused on data these days, whether to help target ads, develop more relevant content, improve viewer experiences or compete better. At last week’s VideoNuze Online Video Ad Summit, our panel “The Data Gold Rush: How Investments Are Paying Off,” delved into where specific investments are being made, what’s working, where key challenges remain, how companies are staffing their data initiatives and lots more.
The session included Gabe Bevilacqua (SVP, Product Management, Viacom Vantage), Denise Colella (SVP, Advanced Advertising Products & Strategy, NBCUniversal), Adam Shlachter (President, Global Innovation, PMX, Publicis Media), Catherine Warburton (Chief Investment Officer, MDC Media Partners), with Scott Ferber (Chairman and CEO, Videology) moderating. With both media and agency executives on the session, lots of contrasting insights were raised.
Watch the video (36 minutes, 5 seconds).
Ads inserted into programming consumed on connected TVs are being funded equally from linear TV and online video budgets, according to new research released by Videology. In a study the company commissioned Advertiser Perceptions to conduct, 31% of advertiser and agency respondents said their connected TV advertising dollars are coming from linear TV budgets, the exact same percentage that cited online video as the budget source.
These 2 sources were followed by digital (not video specific), cited by 16%, test/experimental (13%) and integrated video budgets (9%).
I’m pleased to present the 367th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
Once again, we’d like to thank our podcast sponsor Akamai Technologies, which will show its Media Acceleration capabilities and range of cloud-based solutions at the NABShow in Las Vegas, in booth SL3324. There's still time to schedule a meeting.
First up on this week’s podcast we discuss Netflix’s Q1 earnings which were released earlier this week. Netflix came up a bit short of its own forecasts for both domestic and international subscribers. Colin provides his analysis of what happened and what might be ahead for Netflix in 2017.
Then we shift gears to discuss how TV advertising is increasingly about data-enablement. I share further details on my post yesterday on Videology’s research, and also explain iSpot.tv’s new conversion solution. TV is in a race to provide improved targeting and better ROI to advertisers who are being avidly pursued by Google, Facebook and other digital competitors.
Listen in to learn more!
Click here to listen to the podcast (24 minutes, 26 seconds)
Videology has released new research showing strong enthusiasm for data-enabled TV ads among agencies and advertisers. According to a study conducted by Advertiser Perceptions for Videology, 64% of respondents believe that within 3-5 years, more than half of total TV buying will be programmatic or “advanced TV.” For buyers already using advanced TV, 57% are planning to increase their budgets this year.
The survey defined programmatic as high-indexing linear TV that uses advanced data to define a strategic consumer target (“data-enabled TV”) and TV advertising delivered at the household level (“addressable TV”).
“Mad Men” creator Matthew Weiner explained how Netflix’s and Amazon’s international distribution capabilities are changing the TV industry’s economics as well as mitigating domestic viewership fragmentation, in an interview he did with Videology’s Chairman and CEO Scott Ferber at the company’s “Full Frontal 2017” event on March 8th.
It’s no secret that both Netflix and Amazon are aggressively promoting their SVOD services in approximately 200 different countries around the world. But Weiner explained how having their own international distribution footprint distinguishes them from other networks, enabling them to pursue projects with the intention of globally distributing the programs without the necessity of having partners.
Here’s a great data point highlighting how TV and online video advertising are converging: new data from Videology revealed that in Q4 ’16, 23% of online video ad campaigns utilized TV viewing segments to help target audiences, more than double the 11% rate in Q1 ’16, though slightly down from 27% in Q3 ’16. Once again, the advertiser’s TV schedule was the top TV segment used.
As always, demo (used in 100% of campaigns), geo (85%) and behavioral (54%) were the most used data types for targeting video ads, but the increasing use of TV segments shows how advertisers are looking at video ads more holistically, converging them with TV ads to extend the value and ROI of their overall ad spending.
Videology has released its “2017 TV & Video Outlook,” a series of interviews with ad industry executives from AT&T AdWorks, Bell Media, CNN International, comScore, GroupM, LiveRamp, MediaCom, Nielsen, OMG, Oracle, WhiteOps and others. The executives provide their insights and analysis on TV/video ad convergence, programmatic, targeting/data, mobile, measurement, fraud and lots more.
Reading through the interviews, it’s clear the proliferation of viewing devices and fragmentation of audiences are critical market drivers (no surprise!). That makes efficiently targeting specific audiences with ads, using data and automation a big opportunity. But many of the executives are pragmatic about where data-driven targeting currently stands and what still needs to be done. Overall the tone is both optimistic and realistic.
In another indicator of how TV and video advertising are becoming more data-enabled and precise, Videology announced a partnership this morning to incorporate Autobytel’s anonymized first-party buyer-intent data into its platform. Autobytel collects data from approximately 8 million consumers per month at its various properties.
The data will enable marketers to more accurately target consumers who are actually in the market for a car, using their own preferences for brands, price points and features. Given the longer consideration time associated with buying a car, marketers’ ability to implement specific “lower funnel” marketing messages aimed at in-market buyers is much more efficient.
If you’re like me, then you’re watching more and more video on your smartphone and you’re also starting to see more video ads. That’s because brands are waking up to the opportunity mobile video represents. To help illustrate some of the payoffs from mobile video ads, Videology has published a new white paper and case studies with 3 different advertisers who have recently had success.
Videology released its U.S. Video Market At-A-Glance report for Q2 ’16, revealing, among other things, that ad spending by clients on data-infused linear TV campaigns grew by 74% from Q1 ’16 to Q2 ’16. That compared with a 50% increase Videology experienced from Q4 ’15 to Q1 ’16. Videology noted that traditional TV ad buying continues going strong, but that the quarterly acceleration is evidence of the market becoming more sophisticated about pursuing specific audiences.
The opening session of our recent Video Ad Summit, “Convergence Realized: Why TV and Video are Now Inseparable,” featured panelists David Bickford (Head of TV Sales & Multi-Platform Group Director, Bloomberg Media), Jon Heller (Co-founder and Co-CEO, FreeWheel), Nick Johnson (SVP, Digital Ad Sales Strategy, Turner Ad Sales) and Paul Williamson (Chief Investment Officer, Publicis Media Exchange U.S.).
Tim Castree (Managing Director, North America, Videology) moderated the session and also shared a 10-minute presentation at the beginning providing some of the key contextual drivers for why TV and video are converging for advertisers and publishers (Tim’s slides are posted here).
Topics of discussion included changing viewers’ behaviors leading to fragmentation, the resulting measurement challenges and what’s being done to overcome them, how advertisers are coping with “patchwork” metrics, how content providers should think about cross-screen distribution, how advertisers are planning campaigns across different and much more.
Watch the video (52 minutes, 43 seconds).
Late last week Videology shared Q1 ’16 data from its platform, showing the continued convergence between TV and online video advertising. Videology found that 11% of video campaigns run through its platform used TV data segments to help target online video campaigns. As in the past, the most-used segment was current TV ad schedules, followed by sports viewers and competitors’ TV schedules.
The use of TV audience data has been on an upswing over the past year plus according to Videology. In Q4 ’15, Videology reported that video campaigns using TV audience data had increased by 114% year-over-year. No doubt this was off a very small base as the whole concept of using TV viewing data is still relatively early stage.
AT&T has partnered with video ad tech provider Videology to enable advertisers to buy ads on linear TV across over 130 different cable TV networks in 26 million DirecTV and U-Verse homes. At Videology’s Full Frontal Video event in NYC this morning, I did an on-stage interview with Jason Brown, VP, National Advertising Sales for AT&T AdWorks about the new initiative and how it will be implemented.
Here’s a surprise: a survey of over 100 agencies, advertisers and publishers, conducted by Forrester Research and commissioned by Videology, found that respondents believe time spent with both linear TV and pay-TV will increase over the next 3 years.
As the graphic below shows, 49% of respondents see a significant or moderate increase over the next 3 years in watching TV at the time it is broadcast, up from just 27% when surveyed in 2013. 23% believe viewing time will remain the same (vs. 21% in ’13) and 28% think it will significantly or moderately decrease (vs. 52% in ’13).
With audiences shifting seamlessly between screens, evidence that TV advertising and online video advertising are also converging is mounting. The latest is from Videology, which has released its Q4 ’15 U.S. Video Market At-A-Glance report, finding, among other things that online video campaigns using TV audience data for targeting increased by 114% year-over-year.
The top segment used was advertisers’ current TV advertising schedules, followed by sports viewers, political show viewers, competitors’ TV schedule and daytime viewers.
Videology announced this morning that its clients will be able transact video ad campaigns on a new viewability currency (“vCPM”) for a guaranteed price on guaranteed viewable impressions. The impressions are measured by third-parties Moat, DoubleVerify and Integral Ad Science.
Clients can use the MRC viewability standard (50% of pixels on screen for at least 2 consecutive seconds) or the stricter Extended Viewability Standard (100% of pixels on screen for at least 50% of the video’s duration with audio on and not autoplay).