Posts for 'Advertising'

People who stream video to their connected TVs say they plan to spend hundreds of dollars more per person this holiday season vs. those that don’t stream, according to the new Consumer Holiday Shopping Report from Roku and The Harris Poll which surveyed approximately 2,000 American adults.

Streamers plan to spend $921 compared with non-streamers who say they plan to spend $673. Overall, 1 in 4 respondents said they plan to spend more this holiday season and 47% plan to spend the same.

79% of streamers said they will do most of their holiday shopping online vs. 55% of non-streamers saying they’ll do so. The primary benefits of online shopping were free/cheap shipping (55%), fast shipping (47%) and tangible discounts and coupons (42%).

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Last week’s Connected TV Advertising Summit Virtual Event featured 40 industry executives on 14 different sessions, including research presentations, interviews and panel discussions, both live and pre-recorded.

As Colin and I talked about on last Friday’s podcast, the CTV Ad Summit illuminated how widespread CTVs already are and why they’ve created such significant opportunity for advertisers and content providers as linear TV and pay-TV continue to decline.

Several speakers noted CTV is now their company’s number one strategic priority. Over time CTV will capture the best of TV advertising’s reach and impact with the best of digital advertising’s targeting and ROI. CTV is still a work in progress though and many speakers highlighted key ongoing challenges in the areas of measurement, transparency and inventory management.

Below I have included the program and all of the session videos in one playlist. The thumbnail for each session includes the title slide and list of speakers. Enjoy!

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We have an amazing lineup of speakers and sessions for the Connected TV Advertising Summit Virtual Event on September 21 and 22.

Executives from NBCUniversal, ViacomCBS, GroupM, Bloomberg, Amplifi, Roku, Vizio, VEVO, Tubi and many more will be sharing their insights and perspectives on all the hottest CTV topics. If your business depends on the growth and success of CTV, join us for these two afternoons of high-impact learning.

Reminder that registration is complimentary and one attendee will win a Roku living room makeover including a Roku TV, wireless speakers, wireless sub-woofer and one year Netflix subscription, all generously provided by Roku.

Many thanks to our CTV Ad Summit's 8 partners who have been so gracious and supportive. Our Presenting partner is Deloitte; Gold partners are Extreme Reach and SpringServe; Silver partners include Beachfront, SpotX, Roku and Xandr and Branding Partner Verizon Media. Please contact me if you’d like to learn more about sponsorship opportunities.

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Reminder that this year the Connected TV Advertising Summit will be a virtual event, on the afternoons of September 21st and 22nd. Registration is complimentary. One attendee will win a Roku living room makeover including a Roku TV, wireless speakers, wireless sub-woofer and one year Netflix subscription, all generously provided by Roku.

CTV has quickly become a massive market with over 400 million CTVs deployed in the U.S. alone and 80% of U.S. TV households now having at least one CTV. The pandemic has accelerated the shift to streaming on CTVs and rising cord-cutting. Along with the huge opportunities, there are key challenges, especially in measurement, fraud and unified buying. 

The CTV Ad Summit will be a deep dive into all things CTV, with executives from agencies, content providers, technology companies and research firms sharing their diverse perspectives.

Many thanks to our CTV Ad Summit's 8 partners who have been amazingly gracious and supportive. Our Presenting partner is Deloitte; Gold partners are Extreme Reach and SpringServe; Silver partners include Beachfront, SpotX, Roku and Xandr and Branding Partner Verizon Media. Please contact me if you’d like to learn more about sponsorship opportunities.

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To help media companies gain additional perspective and become more sophisticated in how they manage video ad revenues and user experiences, FreeWheel has published a new “Tracking Metrics” report. It lays out 4 different ways media companies can measure their OTT video businesses to improve monetization and user experiences. The four metrics focus on Revenue (fill rate), Viewer Experience (repeating ads and audience targeting) and delivering value to advertisers (ad consumption).

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I’m pleased to present the 524th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia. As always we wish our listeners all the best and hope everyone is staying well.

With the pandemic accelerating a shift from linear TV, sports and pay-TV, AVOD is poised for significant growth in both viewership and ad revenues. Earlier this week, MoffettNathanson forecast AVOD growing from $3 billion in 2019 to $14 billion in 2024, compensating for most of the $14 billion decline in traditional TV ad revenues expected over that same time period.

On this week’s podcast Colin and I dig into all the factors behind AVOD’s rise and these coming changes.

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Video ad platform SpotX has made an undisclosed investment in SpringServe, an independent OTT and connected TV ad server, extending an existing partnership. SpotX is owned by RTL Group; it says it reaches 50 million CTV households per month and it acquired server-side ad insertion provider Yospace last year. SpringServe was founded in 2015 and serves publishers and content owners.

The deal underscores how viewership is moving to OTT and CTV, driving publishers and content owners to seek stronger monetization of every view and manage their inventory in more sophisticated ways across programmatic and direct sold. I reached out to both companies for more details on what the deal will mean for them, the broader market and their respective roadmaps going forward as viewership of OTT and CTV accelerates. Below is what they shared with me:

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I’m pleased to present the 523rd edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia. As always we wish our listeners all the best and hope everyone is staying well.

Peacock launched nationally this week and Colin and I are both impressed. The user experience and value proposition to advertisers are both strong. As more library and original content is added, it’s only going to get better. However, Peacock’s distribution is currently limited without deals with Amazon Fire TV and Roku, which is why Comcast’s own Flex device is critical. Peacock is also entering a highly competitive SVOD/AVOD market; it is poised to play a lot of different roles for NBCU and Comcast.

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Peacock launched broadly yesterday, though as a Comcast Xfinity broadband subscriber, I’ve had access to it for several months using my Flex device. I’ve spent a bunch of time with it and have been quite impressed. That the Peacock team put it together during the pandemic is quite a feat.

Some of the highlights to me are the very strong UI, the comfort food of popular programs like ’30 Rock,” “Parks and Rec,” “SNL,” and others, plus plenty of movies, the modest ad load of 5 minutes max per hour and the “Channels” which are about 30 virtual linear networks sorted into a traditional program grid.

As I’ve spent time with Peacock and followed the pre-launch coverage it’s become apparent how many different roles Peacock is poised to play for NBCU and its parent Comcast. Here’s a quick rundown:

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SpotX has released new research highlighting how use of connected TV has become mainstream behavior, with 40% of U.S. adults using CTV, for an estimated reach of 100 million 18+ adults. Among CTV viewers 63% watch daily and 94% watch weekly. CTV users watch an average of 3 hours per day (pre-Covid when SpotX fielded its survey). CTV viewers are quite evenly distributed by age group; 18-24 year-olds represent 21%, 24-34 year-olds (24%), 35-54 year-olds (27%) and 55+ (29%).

These findings and others are included in SpotX’s new paper, “CTV is for Everyone: An In-Depth Look at Connected TV Viewership in the U.S.”

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With the Covid-19 pandemic ongoing, this year the Connected TV Advertising Summit will be a virtual event, on the afternoons of September 21st and 22nd. Registration is complimentary and one lucky attendee will win a drawing for a Roku living room makeover including a Roku TV, wireless speakers, wireless sub-woofer and one year Netflix subscription, all generously provided by Roku.

There will be plenty of opportunities for audience participation and interaction with speakers. My goal for the CTV Ad Summit is to make it a robust learning and networking experience for all participants. Sessions will be a mix of keynotes, research presentations, interviews and panel discussions.  

The pandemic has further accelerated CTVs’ rise, with recent estimates that 80% of U.S. TV households now have at least one CTV, and that there are over 400 million CTVs deployed in the U.S. alone. Distribution on CTVs is critical to all recent SVOD and AVOD service launches and were a key focus of presenters at the recent IAB NewFronts.  As consumption has shifted, CTVs have begun accounting for around 50% of all video ad impressions.

Even as advertisers are moving spending over CTV, many questions still remain, especially around measurement, cross-platform buying, pricing stability, distribution, control/access to user data, business rules and more. CTV has grown quickly but a lot is still being figured out. We’ll dig into all of the critical opportunities and challenges over the 2 afternoons of the CTV Ad Summit.

Many thanks to our CTV Ad Summit's 8 partners who have been amazingly gracious and supportive. Our Presenting partner is Deloitte; Gold partners are Extreme Reach and SpringServe; Silver partners include Beachfront, SpotX, Roku and Xandr and Branding Partner Verizon Media. Please contact me if you’d like to learn more about sponsorship opportunities.

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Yesterday YouTube TV raised its monthly rate by 30% from $50 to $65. It’s the fourth rate hike in just the past 2 years, as YouTube TV moved from its introductory rate of $35 to $40 to $50 to the new $65 per month. As recently as March, 2018 it was still possible to sign up for $35 per month and be grandfathered into that rate for a short period.

I’ve been a mostly satisfied YouTube TV subscriber since the early days, and of course, the rate increases have been painful to absorb. The fundamentals of YouTube TV as a pay-TV alternative that were appealing from day one have changed little - strong cross-platform access, unlimited DVR, 6 concurrent users, etc. What has changed is the growth in number of TV networks carried; indeed yesterday’s rate hike was tied to the launch of a group of ViacomCBS networks, just as the previous hike was tied to the addition of Discovery networks.

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I’m pleased to present the 520th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia. With the pandemic currently surging in multiple states, we hope all of our listeners are staying safe and healthy.

This week was the IAB NewFronts and I watched some or all of about a dozen of the presentations which are directed toward ad buyers. As usual, I was impressed with how well the presenting companies told their stories, through remarks by executives, talent, creators, partners and others. Presenters highlighted compelling usage data, ad formats and effectiveness, often juxtaposed against traditional TV.

On this week’s podcast we discuss key takeaways and common themes. The migration from linear TV to OTT video was already well underway, but the pandemic has accelerated the shift, making NewFronts presentations even more important, especially for advertisers trying to reach cord-cutters and cord-nevers.

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As part of the IAB NewFronts, YouTube held its reimagined Brandcast virtual event today, emphasizing its TV viewership, incremental reach and originals as part of a broader pitch for ad buyers’ budgets. Brandcast attendees were able to customize their selection of videos by content genre and then learn from YouTube executives and talent about specific programming and monetization initiatives.

As it has done in the past, YouTube highlighted how the platform is used by viewers to create personalized experiences, helping advertisers better connect with passionate viewers on TVs. YouTube cited Comscore research that it had the largest ad-supported reach among cord-cutters and cord-never on connected TVs and the highest viewing hours among AVOD services. YouTube said it reached 77% of AVOD households in March and accounted for 41% of all AVOD watch time in March in the U.S. YouTube cited Nielsen research that it reached more 18-49 year-olds in March than all linear TV networks combined.

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In conjunction with this week’s NewFronts, IAB has released new survey results, again demonstrating the power of connected TV (CTV). According to the survey, conducted by Advertiser Perceptions, for ad buyers planning increased spending on CTV in 2020, in a multiple response question format, 53% said those additional funds would come from a shift from broadcast TV and 52% from cable TV (53% also said funds would come from an overall expansion of budgets).

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I’m pleased to present the 519th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia. We hope all of our listeners are staying safe and healthy.

The IAB NewFronts are next week and over two dozen different companies will be presenting. There is a ton of market momentum going into the NewFronts, with the pandemic having shifted viewership to both SVOD and AVOD services. Advertisers are taking note and per a new IAB survey, 59% of ad buyers are planning to increase connected TV ad spending in the second half of 2020, by 25% or more.

Colin and I discuss this and other recent data supporting why OTT and CTV advertising are poised to benefit going forward.

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Heading into the NewFronts next week, the IAB has released its third survey of ad buyers since the pandemic began, finding, among other things, that 59% of respondents plan to spend more on Connected TV and OTT in the second half of 2020. Another 22% said they aren’t planning any change and 18% said they plan to decrease spending.

Ad buyers were more bullish on CTV/OTT than any other digital channel though 56% said they plan to spend more on digital video that isn’t on CTV, with 25% saying no change and 19% saying they’ll decrease spending.

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GroupM, the world’s largest ad buyer, is forecasting total TV advertising in the U.S. will drop by 7% in 2020 and another 12% in 2021. National TV will drop 11% in 2020 and gain 6% next year. Local TV will bear the brunt in 2020, dropping 34%, due to slowing retail and automotive advertising. But when one-time political ads are added in for 2020, GroupM sees a 1% total increase in local TV advertising.

However, it is forecasting a “modest” 3% decline in advertising revenue for TV “digital extensions” (which it defines as both “digital ad revenue realized by traditional media owners for their traditional properties and the pure-play digital media owners with directly competitive products”). GroupM includes Hulu, Roku and others in the digital extensions category. And for 2021, GroupM sees TV digital extensions advertising increasing by 15%. GroupM believes that TV digital extensions spending will add up to around 14% of national TV ad spending in 2020.

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A joint solution announced by two Comcast companies, FreeWheel and Comcast Technology Solutions, will enable programmatic advertising for set-top box video-on-demand (VOD) inventory. TV networks, content providers and pay-TV operators will be able to use the solution, which taps FreeWheel’s ad targeting and decisioning along with CTS’s Ad Store for real-time creative distribution.

The companies said in a release that “creative conditioning of advertisers’ video creative requires special considerations in the STB VOD advertising environment” have hindered programmatic approaches that are common in connected TV and OTT.  Richard Nunn, VP/GM of Advertiser Solutions at CTS said “until today, it has not been possible to effectively monetize this content in the same programmatic fashion as other video inventory.”

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I’m pleased to present the 517th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia. As always, we hope our listeners are staying well.

This week Colin and I discuss how new “virtual linear” channels will translate into more viewer engagement and advertising in connected TV. We start the discussion reviewing new data from Innovid and Pixalate showing healthy gains in both CTV ad impressions and programmatic spending.

Adding to the momentum will be virtual channels, which are essentially on-demand playlists of themed programming. Many CTV platforms are adding these free, ad-supported channels. Colin points out a new partnership between Endemol Shine and Vizio for four unscripted virtual channels. Roku was also in the news this week, launching 40 virtual channels with various programming partners. Virtual channels are also a key feature for Peacock. Colin and I expect the trend to gain momentum. 

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