Posts for 'Advertising'

Late last week Tubi and measurement partner TVSquared released new data demonstrating streaming’s incremental reach to linear TV. Of course, in the era of cord-cutting, CTVs proliferating and FASTs surging, it is not surprising that advertisers must increasingly turn to streaming services to reach certain audiences that have tuned out to linear TV.

But the Tubi/TVSquared data quantifies the opportunity across four industry categories, automotive, quick service restaurants (QSR), consumer packaged goods (CPG) and entertainment. The companies found that 93% of the impressions delivered via Tubi were incremental to linear TV.

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Vevo has launched 11 free ad-supported TV (“FAST”) channels within The Roku Channel. FAST channels are free 24/7 programmed linear experiences that can be tuned into by viewers on-demand. Vevo’s new FAST channels are another reminder that CTV viewers have a diverse range of behaviors; sometimes accessing a single “unit” of programming on-demand (e.g. a movie, a TV episode, a music video, etc.) or binge-watching multiple units, or watching on-demand a curated set of programming from a linear TV or FAST channel, or even accessing a scheduled, linear TV experience (most notably sports).

I’ve often thought of FAST channels as analogous to playlists in the audio world and the new Vevo channels feel like they fit that mode. The new channels include  Vevo Pop, Vevo R&B, Vevo Hip Hop, Vevo Reggaeton & Trap, Vevo Country, Vevo Latino, Vevo ‘70s, Vevo ‘80s, Vevo ‘90s, Vevo 2K, and Vevo Holiday, which will be accessible through New Year’s Eve. I sampled a few of the channels and as expected they all played their particular genre seamlessly.

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Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.

IMDb TV, Amazon’s free ad-supported streaming TV service has issues with how the advertising experience is implemented. There is a lot of ad repetition and randomness of ad insertion. This creates a jarring experience for users, and is somewhat incongruous because a show on IMDb TV like “Mad Men” has built in ad breaks from its original broadcast that aren’t being used.

Colin and I discuss why these issues exist, and further, why they’re not uncommon among other FAST services. Some of the issues are quite thorny and don’t lend themselves to quick resolution. Still, we’re both optimistic long term that they will be resolved, and we’re also optimistic about IMDb TV’s likelihood of success. Its ownership by Amazon means eventually there will be strong targeting and lower funnel, actionable ads (Colin actually saw one like this for a hair dryer).

A programming note - join us on Zoom for a live version of Inside the Stream on Dec. 15th at 2:30pm ET / 11:30 am PT. We’ll be discussing the top stories of 2021 and doing live audience Q&A. It’s free - join us!

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All of the Cyber Monday and Black Friday deals flying around are reinforcing an idea I’ve been thinking about for much of 2021: not too long from now, some streaming media players/devices will be offered for free to certain consumers under specific circumstances.

There are three fundamental reasons why this is likely to happen 1) The gross profit margins on these players is negligible if not non-existent, 2) The gross margin on advertising revenue for player providers is significant, and likely to strengthen even further, and 3) the entire streaming player / streaming services industry is in a massive land grab that isn’t close to being over.

Following is how I look at the three reasons, and what comes next:

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Late last week Disney told its Hulu + Live TV subscribers that Disney+ and ESPN+ would be bundled starting Dec. 21st, and that their rate would be increasing by $5 per month. Coming off an anemic fiscal Q4 ’21 in which Disney+ added just 2.1 million subscribers, the lowest by far since launching in late 2019, the intra-company move meant the automatic addition of 4 million Hulu + Live TV subscribers to Disney+’s total in one magical wave of CEO Bob Chapek’s wand.

I received a number of emails from VideoNuze readers to the effect of “that kind of corporate trickery doesn’t feel like a positive sign for Disney+.” I don’t dispute that there’s merit to that line of thinking, but I’d discount it. The step up in Disney+ subscribers in fiscal Q1 ’22 will be so delineated that it means Wall Street won’t give Disney+ any credit for it because investors are tunnel-visioned on Disney+’s organic growth heading in 2022 (that’s kind of what happens when an SVOD service goes from a standing start to 118 million subscribers in less than two years…expectations become quite high).

I’d assert that the tunnel vision on Disney+’s growth is causing under appreciation of what may be a far more important driver of Disney’s decision to bundle Disney+: Hulu’s burgeoning opportunity in connected TV advertising.

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Last week was the Connected TV Advertising Brand Suitability Summit virtual, which featured 32 senior executives speaking on 10 sessions across two afternoons.

I have created two playlists with all of the session videos. The first is for the November 16th afternoon program, and the second is for the November 17th afternoon program. Just click to "Watch all of the videos now!" to see them.

In addition, below the two playlists you'll find a list of each of the 10 sessions with a link to pages that contains that session's specific video that can be embedded or linked to.

Enjoy!

Watch all of the videos now!

The following video was recorded at VideoNuze's Connected TV Advertising Brand Suitability Summit virtual on November 16, 2021.

How the Tectonic Plates of the TV and Advertising Industries Are Shifting
The tectonic plates of the TV and advertising industries are shifting in front of our eyes. Every single bedrock industry assumption from as recently as 10 years ago is now up for grabs as streaming services, CTVs, cord-cutting and mobile disrupt the long-time, yet delicate, equilibrium. Learn the details of the shifts and the quantitative impact already being felt throughout the industries from one of the world’s savviest media analysts. Look ahead to 2022 and beyond for what to expect down the road.

- Michael Nathanson - Founding Partner, Senior Research Analyst, MoffettNathanson
- Will Richmond – Editor and Publisher, VideoNuze (interviewer)

Watch the session video now!

The following video was recorded at VideoNuze's Connected TV Advertising Brand Suitability Summit virtual on November 16, 2021.

Understanding Brand Suitability’s Relationship with CTV Advertising
What exactly is brand suitability and what does it has to do with CTV advertising? Why is it so critical for the CTV ecosystem? Who’s responsible? Why is brand suitability something that  all industry participants need to understand? How is the industry moving beyond conventional notions of brand safety?

- Joshua Lowcock - U.S. Chief Digital & Global Brand Safety Officer, UM
- Susan Schiekofer - Chief Digital Investment Officer, GroupM North America
- Dani Wolinsky - Global Head, YouTube Ads Buying Experiences, Google
- David George - CEO, Pixability (moderator)

Watch the session video now!

The following video was recorded at VideoNuze's Connected TV Advertising Brand Suitability Summit virtual on November 16, 2021.

Why DE&I is Integral to Connected TV Advertising’s Future
Connected TV is rapidly becoming one of the most important brand and business building channels for advertisers of all sizes. Amid its explosive growth, advertisers and agencies are increasingly realizing that connected TV also represents an enormous opportunity to reflect and advance society’s diversity and its evolving values. Learn why DE&I is integral to connected TV advertising’s future and the leadership initiatives being pursued.

- Karina Dobarro - EVP, Managing Partner, Horizon Media
- Pooja Midha - Chief Growth Officer, Comcast Advertising
- Danielle DeLauro - EVP, VAB (moderator)

Watch the session video now!

The following video was recorded at VideoNuze's Connected TV Advertising Brand Suitability Summit virtual on November 16, 2021.

Closing the Gap Between Verification Technology and CTV
What if the industry could verify and digitally authenticate each and every impression prior to it being served or sold? Advertisers aren’t fully benefiting with existing measurement paradigms, and publishers are constantly being penalized by fraudulent activity. Imagine if players could make transactions in real time with full transparency. Learn about the CTV security system of the future.

- Asaf Greiner - GM, Verification, Mediaocean

Watch the session video!

The following video was recorded at VideoNuze's Connected TV Advertising Brand Suitability Summit virtual on November 16, 2021.

Multi-Platform Meets Brand Suitability: Best Practices
What are the best practices when optimizing for brand suitability across CTV, web, mobile multi-platform/omnichannel campaigns? What is the state of the art in managing/tracking/updating all these moving pieces and what does the technology roadmap look like?

- Joe Barone – Managing Partner, Brand Safety Americas, GroupM
- Rayna Elliott – SVP, Digital Strategy and Innovation, Horizon Media
- Natalie Gabathuler-Scully – SVP, Revenue Operations, Vevo
- Eric John – VP, Media Center, IAB (moderator)

Watch the session video now!

The following video was recorded at VideoNuze's Connected TV Advertising Brand Suitability Summit virtual on November 17, 2021.

How CTV is Being Embraced Throughout the Ecosystem
Covid accelerated the most important trend in the TV ecosystem: the massive shift in viewership from linear TV to streaming, with ad budgets following the eyeballs. Learn how this transition is unfolding and what it means for the future of TV and advertising.

- Natalie Bastian – SVP, Head of Marketing, Tubi
- James Brown – EVP, Content Distribution and Marketing, REVOLT
- Rene Santaella – EVP, Digital and Streaming Media, Estrella Media
- Sarah Shriver – VP, Global Content Monetization & Strategy, A+E Networks
- Colin Dixon – Founder and Chief Analyst, nScreenMedia (moderator)

Watch the session video now!

The following video was recorded at VideoNuze's Connected TV Advertising Brand Suitability Summit virtual on November 17, 2021.

How to Manage CTV at the Intersection of Identity Management and Brand Suitability
How do brand suitability and identity/privacy/targeting and programmatic buying converge in CTV advertising? What are the unique challenges CTV faces given the fragmentation on both the buy and sell sides? How do the larger issues regulatory issues influence CTV’s future?

- Mike Law – President, Amplifi USA | Dentsu
- Adam Noble – Director, Connected TV Product Marketing, Index Exchange
- Marilois Snowman –  CEO, Founder, Mediastruction
- Lynda Clarizio – formerly President of U.S. Media at Nielsen Holdings (moderator)

Watch the session video now!

The following video was recorded at VideoNuze's Connected TV Advertising Brand Suitability Summit virtual on November 17, 2021.

CTV Advertising: Evolving to the Full Funnel
CTV ad spending is exploding as advertisers follow viewers’ behavioral shifts in order to achieve their reach and frequency objectives. This “follow the eyeballs” strategy means there are years of strong growth ahead. But another important driver of CTV ad spending will be achieving “lower funnel” capabilities, driving advertisers’ specific KPIs. Learn how and when CTV will evolve into full funnel and what this means for the TV advertising industry.

- Jessica Masters – Director, East Coast Sales, Roku
- Mike Richter – VP, Global CTV Revenue Operations, Trusted Media Brands
- Josh Sharma – VP, Advertising Partnerships, Entertainment Studios
- Will Richmond – Editor and Publisher, VideoNuze (moderator)

Watch the session video now!

The following video was recorded at VideoNuze's Connected TV Advertising Brand Suitability Summit virtual on November 17, 2021.

Closing Interview – Bringing It All Together and Looking Ahead to 2022
An exclusive interview that brings together the various discussion threads from the entire conference, with insights about what’s ahead in 2022.

- Darline Jean – Global COO, Matterkind, a Kinesso Company
- Sarah Fay – Managing Director, Glasswing Ventures and former CEO, Aegis Media North America (interviewer)

Watch the session video now!

Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.

Earlier this week was VideoNuze’s Connected TV Ad Brand Suitability Summit virtual, which featured 32 senior executives speaking on 10 sessions across 2 afternoons (all session videos will be available on VideoNuze starting on Monday).

Some of the sessions focused more generally on the massive shift to CTV advertising, and what’s ahead, while others focused more specifically on brand suitability/safety, DE&I, measurement, identity management, brand building and multi-platform.

On today’s podcast, Colin and I discuss key takeaways from the conference - both the main opportunities being created by CTV advertising and also the important challenges that still must be addressed for it to reach its full potential.

One important conclusion that we agree on is that CTV’s ability to enable advertisers to target specific audience segments helps drive more diversity in content creation, which in turns helps foster more inclusivity and multiculturalism. All of this supports society’s evolution to great acceptance and tolerance, which should be critical goals for all.

CTV advertising’s opportunity is only going to grow in the new year, and there will be ongoing work to solve its challenges. To help better understand all of this, keep an eye for a save the date email from VideoNuze coming soon, announcing the January dates for our inaugural CTV Advertising: Preview 2022 virtual event!

Listen to the podcast (32 minutes, 54 seconds)

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Mediaocean’s GM, Verification Asaf Greiner outlines a new paradigm for CTV advertising transparency in a 10 minute interview with me below. Asaf discusses one of the key issues in verification in CTV today, which is adapting browser-based technologies to CTVs, which of course don’t have browsers. Asaf previews what a modern approach involving industry collaboration would look like, and how higher transparency would be achieved.

Hear Asaf’s full presentation at next week’s CTV Advertising Brand Suitability Summit virtual on November 16th at 3pm. Asaf is one of 32 executives speaking on 10 different sessions across 2 afternoons. Reminder that all paid registrants will be entered to win a 50-inch Roku TV and Streaming Soundbar.

Watch the interview now!

Today only I’m pleased to offer complimentary signup for the Connected TV Advertising Brand Suitability Summit virtual, coming up next week, on Nov. 16th and 17th. The offer is available until tonight at 11:30pm ET. If you were planning to pay the $99 registration fee, I ask that you instead consider donating your fee (or any part of it) to a worthwhile veterans organization. As a little extra incentive, if you do so, and you email me your donor receipt, I will match the first 50 donations. Today is my birthday (I know, it’s hard to believe I’m 28 already), and so 11/11, Veteran’s Day, has always meant something extra to me.

When you visit the event web site, just click to register, and then in the ticket section look for the blue link “Enter promo code.” Click on it and enter VETS. Select “1” for the complimentary ticket, and “0” for the paid ticket. Then enter your information.

The Summit program includes 32 amazing speakers on 10 sessions across the two afternoons. Some of the sessions focus on more generally on the massive shift to CTV advertising, and what’s ahead, while others focus more specifically on brand suitability/safety, DE&I, measurement, identity management, brand building and multi-platform. If you’re partially or completely responsible for your company’s success in CTV advertising, I think you’ll get a ton out of the sessions (I’m confident in saying this because I’ve been a “fly on the wall” in all of them).

I am extremely grateful to the executives below who are taking time to share their insights:

Joe Barone - Managing Partner, Brand Safety Americas, GroupM
Natalie Bastian - SVP, Head of Marketing, Tubi
James Brown (JB) - EVP, Content Distribution & Affiliate Marketing, REVOLT Media
Lynda Clarizio - formerly President of U.S. Media, Nielsen
Yale Cohen - EVP, Global Digital Standards, Publicis Media
Danielle DeLauro - Executive Vice President, VAB
Colin Dixon - Founder and Chief Analyst, nScreenMedia
Karina Dobarro - EVP, Managing Partner, Horizon Media
Rayna Elliott - SVP, Digital Strategy and Innovation, Horizon Media
Sarah Fay – Managing Director, Glasswing Ventures and former CEO, Aegis Media North America (now Dentsu)
Natalie Gabathuler-Scully – SVP, Revenue Operations, Vevo
David George - CEO, Pixability
Asaf Greiner - GM, Verification, Mediaocean
Larry Harris - Founder and CEO, Alpha Precision Media
Darline Jean – Global COO, Matterkind, a Kinesso Company
Chelsea Jenkins - Director, Cultural and Inclusive Marketing, Kellogg Company
Eric John - VP, Media Center, IAB
Mike Law - President, Amplifi US | Dentsu
Joshua Lowcock - U.S. Chief Digital & Global Brand Safety Officer, UM
Jessica Masters - Director of East Coast Sales, Roku
Pooja Midha - Chief Growth Officer, Comcast Advertising
Michael Nathanson - Founding Partner, MoffettNathanson
Adam Noble - Director, Connected Television Product Marketing, Index Exchange
Jackie Swansburg Paulino – Chief Product Officer, Pixability
Will Richmond - Editor and Publisher, VideoNuze
Mike Richter - VP, Global CTV Revenue Operations, Trusted Media Brands
René Santaella - EVP, Digital & Streaming Media, Estrella Media
Susan Schiekofer - Chief Digital Investment Officer, GroupM North America
Josh Sharma - VP, Advertising Partnerships, Allen Media Group
Sarah Shriver - VP, Global Content Monetization & Strategy, A+E Networks
Marilois Snowman - CEO, Founder, Mediastruction
Dani Wolinsky - Global Head, YouTube Buying Experiences, Google

I’m also gratified to have Dentsu, GroupM, Horizon Media, Publicis Media and UM Worldwide - 5 of the biggest U.S. advertising agencies - as Agency Partners.

Many thanks to the Summit’s sponsors Pixability, Mediaocean, FreeWheel, Index Exchange and Roku.

SIGNUP NOW!

Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.

In Q3 2021 YouTube advertising increased by 43% to $7.2 billion, extending to 7 out of the last 8 quarters that revenue has grown by 30%+. It’s an enviable track record and on this week’s podcast Colin and I dig into what’s driving the outsized performance.

In short, as I wrote earlier this week, YouTube advertising is succeeding by focusing on the lower part of the marketing funnel, where advertisers concentrate on driving user actions/conversions (e.g. purchase, subscription, etc.). The value of these actions/conversions can be modeled into an ROI formula, and once they’re proven in with high conviction, advertisers will spend more and more, because there’s essentially an unlimited ROI. This is what has driven Google’s and other digital businesses over the years.

But, as we discuss, the untargeted ads running all over Major League Baseball’s post-season games show that targeting and conversions are still a long way away in TV advertising. That means that despite YouTube’s massive growth, there is still huge opportunity ahead, for both it, and all players in the CTV advertising ecosystem.  
 
(Note, I misspoke slightly when referring to TV ads I’ve seen in baseball’s post-season; I mentioned Chipotle, but it was actually Taco Bell whose ads I continue to be inundated with…showing how little attention I pay to them. My point about these ads being totally untargeted - since I’m uninterested in Mexican/fast food and there’s no data to suggest otherwise - remains.)

Listen to the podcast (30 minutes, 23 seconds)

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I’m really excited to announce the program for the Connected TV Advertising Brand Suitability Summit (virtual) on November 16th and 17th. There are currently 11 sessions planned across the two afternoons, spanning every critical issue related to CTV advertising, brand suitability and safety, and Diversity, Equity and Inclusion (“DE&I"). There are 25 executives now confirmed as speakers, with many at the C-level and EVP/SVP-level. I’m extremely proud of the diversity represented by the speakers, and I’m confident that attendees will benefit from their wide range of perspectives. (There are still a few speaking slots remaining which will be filled shortly.)

A reminder, the CTV Brand Suitability Summit is the first and only connected TV advertising industry event that is 100% focused on all aspects of brand suitability and safety, including the integral role of DE&I. These are critical topics within the industry, and since CTV advertising is forecast to double to over $27 billion in the U.S. alone by 2025, it is poised to have an outsized impact.

I intend for the Summit to elevate our collective understanding of these topics and move the dialogue forward. The Summit has been really well-received by the industry and I’m gratified that GroupM, Horizon Media, Publicis, UM and Dentsu are all on board as “Agency Partners,” which means they’ll each have executives speaking and will widely promote the event to internal and external audiences (and provide complimentary passes to those interested in attending).

I am personally committing to advancing the industry by directing 10% of sponsorship revenue into a pool to be shared among the Agency Partners to support their DE&I initiatives.

Many thanks to the Summit’s Presenting Partner Pixability, Gold Partner Mediaocean and Silver Partners FreeWheel, Index Exchange and Roku (more coming shortly).

Also remember, all paid registrants will be entered to win a 50-inch Roku TV and Smart Soundbar, both generously provided by Roku.  

Learn more and register now!

Following is the program, which is also on the Summit web site.

See the program