Posts for 'Telaria'

At the recent 9th annual VideoNuze Video Ad Summit, connected TV was a major focus throughout the day. In a presentation, Telaria CEO Mark Zagorski shared research illustrating how connected TV enable customized ad experiences that are more enjoyable, especially for younger viewers, better conversion than social and higher purchase intent than linear TV. With 30% of U.S. households not reachable by linear TV, forecast to jump to 50%, Mark makes a persuasive argument about CTVs’ important role.

A related after lunch session, “Connected TVs Take Center Stage: What Does It All Mean?” delved even deeper. The session included Christina Beaumier (VP, Product, TV Platform, Xandr), Alison Levin (VP, Global Ad Sales and Marketplace, Roku), Harold Morgenstern (SVP, National Advertising Sales, Pluto TV) and Ken Ripley (VP, Sales, Newsy) with Howard Homonoff (Principal, Homonoff Media Group) moderating.

Alison noted that 30% of viewers’ time spent is now spent with CTVs, but only 3% of ad budget are. So there’s a lot of room for budgets to shift. Ken, Harold and Christina explained how today’s media plans must include CTV to be complete, especially given viewership fragmentation. They also discuss the value of brands, discoverability, data, a unified currency, attribution and more.

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Telaria and Hulu have released research finding that CTV advertising is helping Direct-to-Consumer (DTC) brands succeed with their marketing objectives. Importantly, the research notes that the reasons people shop DTC are similar to why they watch programming via CTVs: they care about value, convenience and choice. The implication is that DTC and CTV could create a virtuous cycle, helping the other to grow.

Examples of DTC brands include Caspar, Harry’s, Bonobos and others who create direct transactions with the buyer, primarily through mobile and digital content. DTC brands have been particularly successful in establishing brand awareness and initial scale via social media and banner ads. Jennifer Catto, Telaria’s CMO, believes they’re now primed to capitalize on CTV for big screen ads, since CTV “is accountable to perhaps more modest budgets through digital’s measurable, data and decisioning outcomes.”

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Looking for confirmation of the outsized rewards of being well-positioned in the booming connected-TV (CTV) ad space? Then look no further than the Q4 ’18 and full year 2018 performance of 3 public companies representing 3 different vantage points on CTV ads - Telaria, The Trade Desk and Roku - all of which reported strong results in the past week, powered at least in part by their CTV success.

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Video ad tech provider Telaria has integrated Nielsen’s Digital Ad Ratings (DAR) with its video management platform (VMR). DAR gives online video inventory TV-like audience metrics including age, gender, unique audience, reach, frequency and gross rating points. This data allows buyers to more easily create holistic TV/video campaigns that achieve their objectives.

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