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In CTV Advertising, It’s Not Your Measurement, It’s Your Strategy
Wednesday, March 9, 2022, 1:20 PM ETPosted by:Sometimes the hardest question to answer is “What do you hope happens?” In the world of Connected TV, that existential question can be tricky. Because while CTV provides all the targeting ability of digital media, it also provides all the emotional punch of live, linear TV. That dual capability, along with the fragmentation of platforms where CTV lives, makes for a challenging, inconsistent measurement across the industry.
But here’s the thing – it’s not actually the measurement that’s the first issue. It’s the strategy.
Here are a couple of examples.Categories: Advertising
Topics: VideoNuze
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Save the Dates for the Third Annual Connected TV Advertising Summit (virtual) on June 14th and 15th
Please save the dates for VideoNuze’s third annual Connected TV Advertising Summit (virtual) on the afternoons of June 14th and 15th.
Connected TV advertising is booming and there is huge growth ahead. For example, eMarketer has raised its forecast for 2022 to $19 billion in the U.S. alone, up from $14.5 billion last year. And it is projecting CTV ad spending to exceed $34 billion by 2024.
The CTV Ad Summit program will feature one-on-one interviews, panel discussions, research presentations and case studies, providing a top-quality learning experience for attendees. If you're looking to succeed in CTV, the CTV Ad Summit will be a must-attend event.
The event web site, including complimentary registration, will be activated shortly and I’ll share many more details in the coming weeks, including the first group of sponsors.
If you’re interested in learning about sponsorship or speaking opportunities please contact Will Richmond.
Categories: Advertising, Events
Topics: Connected TV Advertising Summit 2022
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Report: Five Leading Streaming Services Collected $1.3 Billion in Ad Spending in 2021
Five leading OTT services - Hulu, Peacock, Discovery+, HBO Max and Paramount+ - generated $1.3 billion in 2021 ad spending, according to MediaRadar, an ad intelligence platform.
MediaRadar also found that 5,530 advertisers ran ads on the 5 services and it calculates that spending on these streaming services accounts for just 3% of total digital ad spending per month.Categories: Advertising, AVOD
Topics: MediaRadar
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Inside the Stream Podcast: SVOD Subscribers to Double, Ad Measurement Innovation
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.
This week Colin shares thoughts SVOD growth, citing a new forecast from Digital TV Research forecasting subscriptions will reach 1.75 billion globally in 2027. Then Colin shifts to data from Omdia indicating that vMVPD subscribers use 13.5 streaming services per month, almost double non-vMVPD subscribers.
We also spend some time discussing the evolution of alternative currencies developing to Nielsen for measuring ads on premium video services.
Listen to the podcast (25 minutes, 43 seconds)
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Topics: Digital TV Research, Podcast
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Comcast Advertising Licenses Data to VideoAmp As Alternative Currencies Ramp Up
Comcast Advertising will license aggregated viewership data from its devices to VideoAmp, the companies announced today. VideoAmp will incorporate the data into its cross-platform measurement solution which spans and de-duplicates set-top box and SmartTV data sets.
The deal is the latest industry move to innovate measurement and develop alternative currencies to Nielsen heading into the upfronts. The rise of streaming, VOD, CTV and direct-to-consumer businesses along with the desire to compete more effectively with digital alternatives have compelled the industry to develop more audience-based measurement approaches.Categories: Advertising, Data
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Why CTV Benefits Healthcare Advertisers
Tuesday, February 22, 2022, 10:55 AM ETPosted by:CTV’s growing popularity and the clear shift from traditional linear TV has reinforced its position as the future of advertising. In 2021 alone, 73% of CTV buyers planned to shift their budget from linear TV to CTV, representing a tangible change in the digital advertising market.
But what is driving this massive shift for advertisers from linear to CTV? And why should those in healthcare, specifically, be taking notice?
With the eventual deprecation of the cookie looming, a big focus for marketers in 2022 will be identity resolution. Healthcare marketers need to find innovative ways to harness privacy-compliant identity information to accurately track and measure audience engagement for their campaigns. Cookieless by design, CTV presents valuable opportunities related to identity resolution, something marketers will grapple with in 2022 and beyond as they adjust to this new era of digital advertising.Categories: Advertising
Topics: DeepIntent
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Inside the Stream Podcast: Streaming Super Bowl Scores Again
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.
Last Sunday’s Super Bowl was viewed by over 112 million people with around 10% or more streaming the game. On today’s podcast Colin and I discuss the mostly positive experiences that streamers had, albeit with latency that ranged up to 40+ seconds.
We also discuss strong results for Paramount+ and what’s ahead for the company.
Listen to the podcast (26 minutes, 12 seconds)
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Topics: NBCU, Podcast, Super Bowl
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Inside the Stream Podcast: Disney+ Restarts Growth As Bundling Helps Drive Gains
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.
Disney+ added nearly 12 million subscribers in the recent holiday quarter, an encouraging sign that bundling Disney+ with Hulu and ESPN+ is a highly effective strategy. Disney+ also had strong gains in the US and Canada market, adding 6.6 million subscribers in the quarter, while Netflix by comparison added only 1.2 million. Colin and I dig into all the Disney+ numbers and discuss what might be next.
Listen to the podcast (24 minutes, 47 seconds)
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