Posts for 'Advertising'

One week from today, on June 9th and 10th is VideoNuze’s Connected TV Advertising Summit virtual, which will feature over 45 speakers on 14 sessions. Registration is complimentary and all attendees will be entered to win a Roku TV and Smart Soundbar generously provided by Roku.

The CTV Ad Summit will be the most in-depth conference of the year focused on CTV, which recent IAB research found is the fastest-growing part of the video landscape. Among the highlights of the program, Eric Haggstrom from eMarketer / Insider Intelligence will share the details of the firm’s CTV ad forecast in the U.S., which it recently increased to over $27 billion per year by 2025.

The conference also features executives from Roku, NBCUniversal, Bloomberg, Tubi, Amplifi/Dentsu, Publicis, LG, Samsung, VIZIO, Vevo, A+E Networks, eMarketer, fuboTV, Crackle, Digitas and many others, who will share data and insights that attendees can use to succeed in CTV.

Many thanks to our Gold partners Beachfront, Comcast Technology Solutions, DoubleVerify, Evergent, Extreme Reach, IRIS.TV, Mediaocean, Roku, Verizon Media, Wurl and Xandr.

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(If you’ve already signed up, please disregard this message and check your inbox for important Zoom links for the conference.)

IRIS.TV’s VP of Publisher Partnerships Lauren Gabriele explains the role of contextual data in connected TV inventory in the 10 minute interview below. Lauren notes that ad buyers considering CTV inventory are focused on brand safety, transparency, measurement and attribution, especially relatively to traditional linear TV.

Content providers can address these areas by enabling improved contextual analysis of their video segments which Lauren believes can be a a strong signal of brand safety. Lauren provides examples of how content providers, especially in news, are doing this already, helping unlock value in their CTV inventory.

To learn more, attend the session Lauren is moderating at next week’s VideoNuze Connected TV Ad Summit virtual, “Targeting in CTV: The New Data Paradigm” with panelists from Xumo, Index Exchange and Icon Media Direct. Registration is complimentary and you can win a Roku TV and Streaming Soundbar.

Watch the interview!

Reminder that VideoNuze’s Connected TV Advertising Summit virtual is two weeks from today, on June 9th and 10th afternoons. The CTV Ad Summit will be the most in-depth conference of the year focused specifically on CTV, with 45 speakers on 14 sessions. Registration is complimentary and all attendees will be entered to win a Roku TV and Smart Soundbar generously provided by Roku.

Executives from Roku, NBCUniversal, Bloomberg, Tubi, Amplifi/Dentsu, Publicis, LG, Samsung, VIZIO, Vevo, A+E Networks, eMarketer, fuboTV, Digitas and many more will share data and insights that attendees can use to succeed in CTV.

Many thanks to our Gold partners Beachfront, Comcast Technology Solutions, DoubleVerify, Evergent, Extreme Reach, IRIS.TV, Mediaocean, Roku, Verizon Media, Wurl and Xandr.

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Mediaocean’s Chief Product Officer Anupam Gupta discusses how ad buyers can successfully navigate the omnichannel world in the 10 minute interview below. Anupam notes the rise of closed ecosystems by different content providers and platforms. Each brings its own first-party data and strong measurement of business outcomes. Mediaocean has been investing in workflows for buyers in an omnichannel world and creating data warehouses for analytics and optimization.

For more in-depth insights, Anupam will be speaking at VideoNuze’s CTV Ad Summit virtual on June 9th and 10th, on the session “Navigating the Omnichannel World” with executives from NBCUniversal, Publicis Media and the VAB. Registration is complimentary and you can win a Roku TV and Streaming Soundbar.

Watch the interview now!

At VideoNuze’s upcoming Connected TV Advertising Summit on June 9th and 10th, Beachfront’s Head of Strategy and Operations Laura Wu will be on a panel, “The Great Transition: From Linear TV to Streaming” with executives from Crackle Plus, fuboTV and Verizon Media. In the 10 minute interview below, Laura previews where Beachfront is positioning itself in the shift, the role of addressability and what’s ahead.

Reminder that registration is complimentary for the CTV Ad Summit and you can win a Roku TV and Streaming Soundbar!

Watch the interview now!

DoubleVerify’s director of product strategy John Ross explains how improving CTV ad transparency is critical to bolstering advertisers’ trust in a 10-minute interview below. DoubleVerify found a 3x increase in fraudulent CTV impressions in 2020 vs. 2019, which John attributes to CTV’s higher CPMs.

This is a huge problem DoubleVerify is addressing, because CTV ad buyers are increasingly coming from TV, where brand safety and highly specific details about where ads ran are the norm. CTV needs to tackle these challenges in order for advertisers to gain further confidence in CTV and grow spending. John also talks about the role programmatic is playing in CTV and related transparency issues.

John will be speaking at VideoNuze’s CTV Ad Summit virtual on June 9th and 10th, on the session “Programmatic’s Role in CTV Advertising” with Philo and Xandr. Registration is complimentary and you can win a Roku TV and Streaming Soundbar.

Watch the interview now!

Extreme Reach’s CTO and Co-Founder Dan Brackett discusses innovation in connected TV advertising in a 10 minute interview below. With its recent acquisition of Adstream, Dan explains how Extreme Reach’s technology enables advertisers and agencies to manage their creative supply chain and seamlessly activate their video campaigns across devices and services globally. Extreme Reach also handles all the talent rights management.

Dan explains that these ongoing innovations in creative asset workflows reduce friction and enhance advertisers’ campaign ROIs. They’re also helping unify data and reporting so advertisers have better insight into campaign performance.

Hear more from Dan at VideoNuze’s CTV Ad Summit virtual on June 9th and 10th, on the session “CTV Innovation: What’s Coming Next?” With Origin Media and Vevo. Registration is complimentary and you can win a Roku TV and Streaming Soundbar.

Watch the interview now!

Xandr’s VP, OTT and Programmer Partnerships Lauren Wiseman explains where programmatic fits into connected TV advertising in a 10-minute interview below. Lauren discusses how programmatic in part helps linear TV buyers automate their buying and bring their own data, while for digital video apps programmatic has allowed them to jumpstart their revenue without having their own direct sales teams.

Lauren sees programmatic happening more in deals based environments rather than in open market which is common in display advertising, with control being the primary benefit for both sellers and buyers. She explains transaction models in detail and what challenges remain for programmatic to play a bigger part in CTV.

Hear more from Lauren at VideoNuze’s CTV Ad Summit virtual on June 9th and 10th, on the session “Programmatic’s Role in CTV Advertising” with Philo and DoubleVerify. Registration is complimentary and you can win a Roku TV and Streaming Soundbar.

Watch the interview now!

The program for the Connected TV Advertising Summit virtual on June 9th and 10th is now posted, with over 30 speakers confirmed. Reminder that registration is complimentary and all attendees will be entered to win a Roku TV and Smart Soundbar generously provided by Roku.

Executives from Roku, NBCUniversal, Bloomberg, Amplifi/Dentsu, Publicis, LG, Samsung, VIZIO, Vevo, A+E Networks, eMarketer and many more will be sharing their insights and perspectives on all the hottest CTV topics.

The program’s sessions will explore topics such as how ad spending is moving to CTV/streaming as linear TV consumption declines, the role of FAST/AVOD, navigating omnichannel marketing with CTV, programmatic’s role, data/targeting, smart TV makers' ad strategies and more. There will be presentations by leading industry data providers eMarketer and Leichtman Research Group, and interviews with Roku and Bloomberg executives.

Many thanks to our Gold partners Beachfront, DoubleVerify, Evergent, Extreme Reach, IRIS.TV, Mediaocean, Roku, Wurl and Xandr. To learn more about sponsorship opportunities please contact me.

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If you were one of the 14,000 attendees of last week’s NewFronts presentations, a central message that you couldn’t miss was that streaming has become an essential way for advertisers to reach 18-49 year olds. The coveted age group, which has long been the bread and butter for TV networks, is rapidly shifting its video consumption behaviors, and NewFronts presenters wanted ad buyers to know that they can either follow the eyeballs or risk losing access to this huge cohort.

Presenters expressed the message in different ways, but here are a few that caught my attention:

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

This has been NewFronts week, in which 30+ companies pitch to advertisers and agencies why they should be allocated a portion of the tens of billions of dollars of video/TV campaign budgets. NewFronts presentations typically include the presenter sharing audience profile data, updates on how advertisers can best reach their audience and reveals of upcoming original shows, which often include appearances by the talent. The NewFronts are organized by the IAB, which does an incredible job.

I attended about a dozen presentations, by Roku, Crackle Plus, Tubi, Samsung Ads, VIZIO, Amazon, YouTube, Vevo, A+E, Snap, DoubleVerify, TikTok and NBCUniversal and was very impressed. All emphasized streaming-first messages: younger audiences watch little to no linear TV so running campaigns on streaming is essential, streaming offers full funnel marketing capabilities, and screens like CTV and mobile are the way of the future.  

Many thanks to our inaugural Inside the Stream sponsor Verizon Media. When you have quality connections at scale, you’re truly connected.

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Over 50% of the viewing on Comcast’s Flex streaming TV device is free, ad-supported, according to an update Comcast shared this morning. Comcast didn’t identify viewing shares by specific services, but said four services - Peacock, Xumo, Pluto and Tubi - were “routinely among the most viewed apps on the platform.”

Comcast offers the Flex box for no extra charge to its 31 million Xfinity broadband users and said it had over three million Flex boxes deployed as of March. Flex users also get free access to Peacock Premium, the $4.99 per month ad-supported tier that includes all Peacock content, including all seasons of “The Office” which is Peacock’s most valuable content and gets significant promotion in the app. Comcast also noted its “content forward design that puts free programming front and center.”

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Ad buyers plan to allocate 56% of their video advertising budgets to digital video (CTV, desktop, mobile), with 41% to linear TV (linear TV, addressable, data-driven linear) and 2% to other video, according to IAB’s new Video Ad Spend 2020 & Outlook for 2021 report, which is based on a survey of 350 video advertising decision makers conducted Mary 19th to April 5th. Within digital video, CTV is expected to get the largest share of spending, with 35%, followed by mobile with 33% and desktop with 32%.

CTV is expected to have the strongest growth in 2021, with 35% of respondents planning to increase budgets, followed by data-driven linear TV and broadcast/cable TV (21%) and addressable TV (15%). The primary reasons buyers behind the increase for CTV were “premium/high quality content,” “trusted, brand safe environment” and “targeting.”

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Welcome to Inside the Stream, our weekly podcast with Colin Dixon of nScreenMedia where we take listeners inside the world of streaming video.

Earlier this week Alphabet reported its Q1 ’21 earnings, including $6 billion in advertising revenue at YouTube, a record for the first quarter. In this week’s podcast, Colin and I dig into what drove YouTube’s advertising, which was nearly twice the level of just two years ago in Q1 ’19 and also up 49% from Q1 ’20.

YouTube appears to be benefiting from two strong forces: the shift of ad spending from linear TV to CTV to reach younger audiences, and the desire by advertisers for more measurable, performance-oriented advertising, which YouTube has capitalized on with its TrueView for Action format.

We also spend a little time looking at the over-the-air market and how E.W. Scripps is positioning itself to benefit from the millions of households who still access TV this way.

Many thanks to our inaugural Inside the Stream sponsor Verizon Media. When you have quality connections at scale, you’re truly connected.

Click here to listen to the podcast (26 minutes, 58 seconds)

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Note, please update your podcast manager with the new feed. I’ll continue to publish Inside the Stream in the prior feed.

Yesterday, CNBC reported that HBO Max’s upcoming ad-supported tier will be priced at $9.99 per month, a $5 per month discount vs. $14.99 per month for its existing ad-free service. The $5 differential is mostly in line with the approach other subscription services with an ad-supported tier, such as Hulu, Peacock and Paramount+ have taken and is therefore unsurprising.

But there are still many interesting questions about the HBO Max ad-supported tier and how it will be positioned relative to the ad-free tier. One big one is which content will actually carry ads, and which won’t. At AT&T’s recent investor day, WarnerMedia CEO Jason Kilar said “We will not be having advertising inside the HBO original series.” Does “inside” mean that only mid-roll ads are off the table, but pre-rolls and post-rolls will be ok? Or does it mean no ads for HBO original series, period? If the latter, does it imply that Max originals are going to be the main content that will have ads?

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Registration is complimentary for VideoNuze’s next Connected TV Advertising Summit (virtual) which will be on the afternoons of June 9th and 10th. In addition, all attendees will be entered to win a Roku TV and Smart Soundbar generously provided by Roku.

CTV and streaming have moved to center stage for all buyers and sellers of premium video advertising. Next week’s NewFronts presentations will highlight how viewer behavior is shifting from linear TV consumption via traditional pay-TV to streaming via connected TVs. The consequence is that advertisers need to shift a portion of their spending to reach audiences (especially younger viewers) who can’t be accessed via linear TV any longer.

While the access rationale is compelling, the other piece of the equation is that CTV/streaming give advertisers targeting, measurement and attribution capabilities traditionally associated with digital. This means that CTV/streaming can be used for both branding and performance-oriented campaigns. As advertisers seek better return on ad spend, CTV/streaming’s ability to meet performance KPIs is highly appealing.

We’ll be digging deep into these main themes and related topics at the CTV Ad Summit (program coming soon). You’ll hear from senior executives at ad buyers, content providers, technology companies and other stakeholders. The goal is to help attendees understand how to succeed as the world moves to a CTV/streaming-first approach.  

Many thanks to our Gold partners Beachfront, Extreme Reach, Mediaocean, Roku and Xandr. To learn more about sponsorship opportunities please contact me.

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Welcome to Inside the Stream, our weekly podcast with Colin Dixon of nScreenMedia where we take listeners inside the world of streaming video.

Music video provider Vevo has seen connected TV ad revenue jump from 4% of total revenue in Q1 ’20 to 40% of total revenue in Q1 ’21, a 10x increase in just a year. Vevo’s VP of West Coast Sales Andrea Zapata joins us this week to discuss the strategic moves Vevo made to increase its distribution and reposition itself to ad buyers as a music television network in the living room, rather than being mobile-first.

Andrea also dives into how Vevo is curating its programming and analyzing viewers’ behaviors to create moods which advertisers can then use for contextual targeting.

Vevo will be participating in our next Connected TV Advertising Summit (virtual) on June 9th and 10th. Registration is free and you can win a Roku TV and smart soundbar.

Many thanks to our inaugural Inside the Stream sponsor Verizon Media. When you have quality connections at scale, you’re truly connected.

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Extreme Reach is acquiring Australia-based Adstream to create a comprehensive platform that will streamline workflows for global brands activating video campaigns across devices and services. The combined company is addressing pain points for brands that have arisen from the fragmentation of video consumption. There is a lot more complexity because every ad that is served must be properly formatted to deliver an appropriate user experience and tracked so that talent is accurately compensated.

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Welcome to the second edition of the Inside the Stream podcast with Colin Dixon of nScreenMedia.

First up we highlight three stories that hit our radar this week: an upgraded Apple TV device possibly in the works, research on growing SVOD subscriptions in the U.S. and TikTok’s new e-commerce ad formats.

Then we dig into our two main topics this week. Colin explains why smart TV manufacturers have strong incentives to support older units given the promise of high-margin ad revenue. I share details of new research showing advertisers and agencies overwhelmingly plan to move spending into connected TV.

Many thanks to our inaugural Inside the Stream sponsor Verizon Media. When you have quality connections at scale, you’re truly connected.

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Ad spending on SpotX’s platform increased by 42% in 2020 vs. 2019, driven mainly by over-the-top/connected TV clients who now comprise almost 70% of overall ad spending on the platform. SpotX said that after a Covid-driven pullback in Q2, platform spending globally grew 70% in Q4 ’20 vs. Q4 ’19. North America is still the dominant territory for SpotX, accounting for 88% of ad spending in 2020, though EMEA and APAC grew by 107% and 66% respectively in 2020 vs. 2019.

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