Posts for 'IAB'

Four topics for this week’s podcast:

First, Disney+ and Hulu are no longer available for sign up in Apple’s App Store. As we discuss, this feels like a move by Disney to preserve margins, though at the expense of some of its subscribers losing the advantages of unified billing and integrated search/discovery. It also means less competition for Amazon, which is already the dominant distributor of third-party streaming services.

Next, IAB Tech Lab this week announced an initiative to help standardize emerging CTV ad formats. We’re confident it will help more advertisers move spending into the channel.

Third, Fubo is boldly offering premium services on a standalone basis, not requiring a base subscription plan. Fubo aims to be a “super aggregator” and is breaking from pay-TV operators’ traditional approach of enabling access to premium services only for subscribers. It’s a sign of the times, with viewers requiring flexibility and it seems like a savvy play by Fubo to keep viewers engaged with its app.

Last, a variety of streaming services are partnering with grocery chains and delivery apps, which both of us think makes a lot of sense to reduce churn and cost per acquisition. We expect to see more partnerships going forward.

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Four topics for this week’s podcast:

Last week IAB released its new 2024 advertising outlook report based on a survey of media professionals. CTV advertising was at the top of expected gains, revised upward from a 14.5% lift vs. 2023 in IAB’s prior report to 18.4% now. It’s another positive sign for CTV ads and we discuss how big a role political ad spending is playing.

Next up, Comcast’s president shared insights about NBCU’s position in movies and PVOD which were relatively upbeat. While NBCU has had a strong year, as we review, movies still face stiff headwinds.

Third, Charter and AMC signed a new distribution deal that gives many Charter TV subscribers access to the ad-supported version of AMC+. While the deal averts a blackout like the one happening with DIRECTV and Disney currently, Colin and I question whether the deal is sufficiently forward-looking for AMC.

Finally, Colin explains the significance of Amazon introducing TVs that support the NextGen TV standard.

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This week’s NewFronts highlighted three key and interlocking themes: TV OEMs’ emphasis on FASTs, AI’s role in driving video ads’ value, and CTV evolving to full funnel. We discuss each of these and how specific NewFront presentations addressed these points.

All of these feed a broader belief I’ve had for while: the value of a CTV ad - as measured by the financial return derived from gaining a unit of the viewer’s time - is only going to increase in the years ahead. Ads will continue to be more targeted and personalized, and also drive KPIs across the full funnel as viewers’ opportunities to engage soar.

Separate from video ads, I share highlights from IAB’s three-part session on Monday afternoon called “Spotlight On: News” which focused on the value of news media for brands and society. Huge credit to IAB for convening numerous C-level news executives to discuss the important role of trusted news in democracy and why it is good business for advertisers to be involved.

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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)

I attended the 2023 IAB NewFronts earlier this week and today on Inside the Stream we discuss my 5 key takeaways. These include 1) connected TV as the dominant throughline in all the presentations, 2) an early shift in messaging around how CTV campaigns should move to more full/lower-funnel KPIs, 3) whether the overwhelming volume and pure free, ad-supported nature of FASTs should be concerning, 4) how CTV platform/glass ownership will be a critical competitive differentiator going forward, and 5) why, of the 14 presentations that I attended, three companies’ presentations stood out in particular.  

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The following video was recorded at VideoNuze’s third annual Connected TV Advertising PREVIEW: 2023 virtual on February 28, 2023.

FASTs – Road to Gold or Road to “SLOW?”
Free ad-supported TV or “FAST” has become one of the buzziest terms in the streaming and CTV industries. Content providers are eagerly launching FAST channels to capitalize on two key trends: advertisers’ insatiable demand for premium CTV ad inventory and viewers’ SVOD fatigue as economic uncertainty escalates. All of this makes FASTs a “road to gold” in the short-term. But in the longer-term, is flooding the market with a lot of free premium programming going to precipitate "SLOW" – “SVOD Losses On the Way?” as viewers are further conditioned to consume free premium video via FASTs and expect ever-better shows to be accessible without payment required?

Beth Anderson – GM, FAST Channels, BBC Studios
Tejas Shah – SVP, Commercial Strategy and Analytics, FilmRise
Josh Sharma – VP of Advertising Partnerships, Allen Media Group
Aneessa Steilen – VP, Media and Distribution Marketing, Vevo
Eric John – VP, Media Center, IAB (moderator)

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)

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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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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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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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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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The IAB released new research on Friday afternoon indicating connected TV (CTV) and over-the-top (OTT) video are likely to benefit from ad spending shifts caused by the coronavirus. In a survey of approximately 400 agency and brand decision-makers, 35% of respondents said they anticipate increasing their use of OTT/CTV device targeting, second only to audience targeting (38%), with mobile/tablet (34%) in third place.

Supporting the IAB research, last Friday Beachfront said it has seen a 105% increase in average daily CTV ad requests in March vs. February. Founder Frank Sinton noted that typically only big sports events drive these kinds of bumps in usage. There have been many other reports of surging CTV/OTT usage since stay-at-home guidelines have been implemented.

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Just before the Thanksgiving break IAB UK published an excellent guide to connected TVs (CTVs) and advertising in the UK market, called “Changing the Channel.” Though the guide is specifically targeted to the UK, many of its findings and recommendations are generalizable to other global markets.

Highlighting how omnipresent CTVs have become, the guide cites data from OfCom that 47% of UK homes now have a CTV, with the vast majority having access to broadcast VOD or SVOD services. No surprise 16-34 year olds have the highest likelihood of access and usage of these VOD services. The guide also notes research IAB UK conducted with Differentology to better understand CTV usage and attitudes, plus how advertisers can best capitalize on new opportunities.

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The final two sessions of the May 29th Video Advertising Summit included an interview with two agency executives discussing the convergence of digital and TV, and then a panel on best practices for monetizing the cross-platform experience.

Below is the agency session, which includes Jeremy Crandall (SVP, Advanced Video Solutions, Publicis Media) and Christine Peterson (Managing Director, Digital Investment Lead U.S., Mindshare), with Matt Prohaska (CEO and Principal, Prohaska Consulting) interviewing.

Below is the best practices for monetizing the cross-platform experience session, which includes Jennifer Cohen (SVP, Entertainment Content Partnerships, Ignite, WarnerMedia Ad Sales), Luis de la Parra (SVP, Partner Solutions, Univision), Gila Wilensky (SVP, Media Activation, North America, Essence) with Eric John (Deputy Director, Video, IAB), moderating.

Viacom’s EVP, Data Strategy Bryson Gordon said the TV industry must overcome an “activation gap” relative to big digital players, which prevents advertisers from easily planning and executing campaigns targeted to specific audiences. Gordon said this is the key challenge the TV industry’s OpenAP initiative is seeking to overcome. Gordon made the comments in an interview at the IAB Video Symposium in NYC yesterday, which I attended (and where I also moderated a session on skinny bundles and the future of TV).

Gordon illustrated the issue with a hypothetical example of a product marketing executive at an auto company preparing to launch a new crossover vehicle. In the example, the executive would have dedicated tons of time to researching and identifying highly specific segments of prospective buyers who would value the features of the new vehicle. But Gordon noted that when the time came for the executive to approach TV networks with the campaign’s targeting goals, the best the networks could offer up was a generic “We can give you 25-54 year-olds.”

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One of the highlights of last week’s SHIFT // Programmatic Video & TV Ad Summit was a joint presentation from Brightcove (Mike Green, VP, Marketing and Business Development, Media), SpotX (Kevin Schaum, Sr. Director, Mobile and Connected TV) and the IAB Tech Lab (Amit Shetty,  Sr. Director, Video & Audio Products) on how server side ad insertion (SSAI) adds value to programmatic for both linear and on-demand advertising.

For those not familiar with SSAI (also known as “ad stitching”), this is a process for inserting ads into a piece of content (frequently long-form). There are multiple benefits of SSAI including better user experiences, reduced buffering, extended device reach, elimination of ad blocking and lower cost of deployment. Mike, Kevin and Amit elaborated on how these benefits are even more valuable for programmatic, especially in live and in skinny bundles, while also noting some of the key outstanding challenges.

The presentation clearly communicated how the industry needs to work together to evolve video advertising given new viewer behaviors, device proliferation and publishers’ pressures to fully monetize.

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Even as online video advertising booms, questions of trust continue to loom large in the industry. Whether it’s brand safety, misreported and unaudited metrics, viewability or fraud, the industry as a whole is grappling with how to instill a greater sense of trust among all parties.

At our recent Online Video Ad Summit we had a really thoughtful session, “Putting Trust First in Online Video Advertising” in which panelists explored all of the above issues, starting with the most fundamental question, “How do we define brand safety?” It was a really illuminating discussion of all the cross-currents in play and the difficulty of resolving them cohesively, given a multitude of priorities.

The session included Natalie Gabathuler-Scully (VP, Revenue Operations, Vevo), Jonathan Katz (VP of Demand Platforms, Trusted Media Brands), Steve Rubel (Chief Content Strategist, Edelman) and Ben Versh (Director, Media Team, Pfizer), with Eric John (Deputy Director, Video, IAB) moderating.

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New IAB research indicates that ad spending on original online video is up 114% in the past 2 years. The 360 advertiser and agency executive respondents said that their average original online video ad spending has increased from $2.1 million in 2014 to $4.5 million in 2016. Telecom is the vertical with the highest average spending in 2016 ($6.7 million), followed by Health and Beauty ($6.4 million).

The research revealed that more than a third of advertisers’ online video budgets and 38% of their original video budgets will be allocated at the NewFronts, underscoring why online and established companies continue to invest in their presentations. 8 in 10 respondents (including both TV buyers and digital buyers) said that they increased their original online budgets due to NewFronts attendance.

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