VideoNuze Posts

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)

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)

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)

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)

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)

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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Some big SVOD services are cutting content from their libraries, including certain originals. Most prominently, Disney recently said it’s taking a $1.5-$1.8 billion impairment charge related to content cuts.

The idea of “rotating” content in and out of libraries is nothing new in SVOD, but as profitability becomes paramount, the current cuts seem to be deeper and signal a shift in thinking. Whereas the past has been about “more is more” when building libraries, a “less is more” sentiment appears to be taking over.  

The question we explore is whether and to what extent subscribers will react? After all, if the content being cut is lightly viewed, then few people will notice (“if a tree falls in the forrest….”), and presumably the impact would be minimal. But, as Colin notes, there’s an audience for everything, and with SVOD subscribers having been spoiled by a bounty of riches, a perception of reduced choices could hit home.

One thought is that if this content can’t make it on SVOD, perhaps it will find a home on a FAST service. But that might not be an option, as Colin refers to recent discussions indicating FAST providers have become more disciplined given the explosion of free content and their push for profitability as well.

Net, net, as we discuss, there may well be content that isn’t viable on streaming. It’s not unprecedented; there’s lots of content that didn’t make the transition from VHS to digital, because the economics just weren’t there.

Listen to the podcast to learn more (36 minutes, 41 seconds)

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Netflix has begun rolling out its account sharing limitations in the U.S.. The rollout effectively puts an end to one of the most-loved features of Netflix subscriptions - the ability to share log-in credentials with family members and others. For years Netflix “looked the other way” on this activity as it sought to bake Netflix usage into as many viewers’ lives as possible.  

But all good things come to an end. With subscriber growth slowing as the market matures, Netflix has flipped its approach, linking a subscription to a household, meaning anyone that who doesn’t live under the same roof does not qualify. Those people will need to start an “extra member” account, being offered for $8 per month. We discuss the pricing decision as well, and how it relates to the $8 per month ad-supported plan.

We also discuss the launch of Comcast’s new streaming service NOW TV. Neither of us believes there’s much value and will likely have only limited appeal. We explain why.

At the beginning of the podcast I also mention a new report released by the Goteborg Film Festival, the largest festival in the Nordics, called the “Nostradamus Report: Everything Changing All At Once.” I was among a small group of industry professionals interviewed for the report, which is extremely well-done and comprehensive. It’s free and for anyone looking to get a strong overview of our evolving industry, I highly recommend downloading it.

Listen to the podcast to learn more (35 minutes, 31 seconds)

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