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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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  • 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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  • How Vevo Launched an Advanced TV Business in the FAST Lane

    When well-established companies go through a pivot, the process is often described as trying to turn around an aircraft carrier.

    In Vevo’s case, the move from being a web-centric brand to CTV juggernaut was more like turning an aircraft carrier into a rocket ship - while it’s still moving.

    Back in 2019, Vevo content was regularly ranked among the top ten most watched videos on YouTube across the globe, and revenue was growing consistently YOY.

    Knowing our content on YouTube was already enjoying viewership on the big screens in homes, we began establishing an entirely new business model - one where a Vevo CTV app and strategically placed linear TV channels (FAST channels for you TV ad tech nerds) could become the primary way we connect with consumers, and our top source of revenue.

    Due to the TV-oriented evolution of our business, we had to evolve our products, our marketing strategy, our programming, our relationship with fans – our entire operation. It turns out many of the seeds were planted years before. Here’s how were able to land the plane - and then launch a rocket:

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  • VAST & RTB: Peas in an Ad Pod

    While the CTV market will continue to garner billions of dollars in incremental spend each year for the foreseeable future, the tone is beginning to change ever so slightly; from unbridled excitement to a heightened focus on the technology and manner by which CTV ads are bought and sold.

    Amid this step change, an old friend has re-emerged at the forefront of industry conversation: Ad Pods.

    As a refresher, ad pods are a sequenced group of ads that play one after another within an ad break. Scheduled in pre-, mid-, and post-roll environments, an ad pod equates to a commercial break that runs during an episode of a TV program in linear environments.

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  • Video UX vs. Ad Revenue: Why It Doesn’t Have to be Either/Or

    As CPMs continue to fall and cookies sunset, digital publishers are under more pressure to monetize content. This can put sales, product, and editorial teams at odds, especially when it comes to video content, particularly on mobile, where two-thirds of all video is displayed. But are these teams really after different things?

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  • Think Churn is Only an Issue for Subscription Video Providers? Think Again.

    Why AVOD services need to focus on customer satisfaction as their business model takes charge

    In the early stages of the pandemic, it seemed that subscription video services had an iron grip on the cultural zeitgeist. From  The Last Dance to Cheer, our conversations were dominated by the newest releases from Netflix, and the company’s stock soared together with other “stay-at-home” names like Peloton and Zoom.
     
    Netflix’s prominence may have led some to believe that subscription video on demand (SVOD) represented the most viable business model for a post-pandemic world. However, the company’s recent subscriber miss and resulting stock decline show that SVOD may not be the right vehicle for long-term success. If Netflix can’t sustain its growth goals, entertainment providers will need to reconsider the debate between subscription and ad-supported models.

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  • In CTV Advertising, It’s Not Your Measurement, It’s Your Strategy

    Sometimes the hardest question to answer is “What do you hope happens?” In the world of Connected TV, that existential question can be tricky. Because while CTV provides all the targeting ability of digital media, it also provides all the emotional punch of live, linear TV. That dual capability, along with the fragmentation of platforms where CTV lives, makes for a challenging, inconsistent measurement across the industry.

    But here’s the thing – it’s not actually the measurement that’s the first issue. It’s the strategy.
     
    Here are a couple of examples.

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