HOW THE PANDEMIC ACCELERATED A TRANSFORMATION ACROSS CONNECTED TV

Ad spend increased as brands gravitated to the space. While linear TV got pummeled by the Covid-19 pandemic in 2020, connected TV and direct-to-consumer players have been thriving over the past year. For instance, Vizio saw a 95% increase in streaming hours on its platform from the end of 2019 ...
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WHAT AVOD’S GROWTH MEANS FOR MARKETERS IN SEARCH OF EVOLVING CONSUMERS

As viewer interest in ad-supported video on demand accelerates, marketers are trying to determine how to navigate the channel and avoid new walled gardens. The rise of ad-supported video on demand (AVOD) services has been a quiet development amid numerous new consumer behaviors spurred or accelerated by the coronavirus pandemic ...
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WHAT MARKETERS MUST CONSIDER BEFORE DIVING INTO ADVANCED TV

With the deprecation of third-party cookies and its implications on media targeting, advertisers are increasingly looking for opportunities to leverage both their first-party data and third-party data to effectively reach audiences. Advanced TV (ATV) offers the opportunity to do just that, providing marketers a brand-safe, person-targeted medium that is more ...
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TV IS MARKETERS’ BIGGEST OPPORTUNITY – AND THREAT

As ISBA pushes ahead with its plans for a cross-media measurement system – despite the TV broadcasters' hesitancy – the head of its AV Steering Group encourages marketers to evolve how they see TV. If you look at what has been grabbing the marketing headlines over the last few years you would ...
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TV MARKET AVOIDED FLUCTUATIONS IN GRPS IN THE FIRST QUARTER

The ongoing coronavirus pandemic did not bring any significant fluctuations in the number of delivered GRPs to the advertising TV market. The aggregate number of advertising GRPs delivered by TV in this first quarter decreased by 2% compared to the last year’s first quarter. It is a good result given ...
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WHY CONNECTED TV ISN’T AS COMPLICATED AS ADVERTISERS THINK

While advertisers now recognize the importance of CTV for reaching an enormous audience – 2020’s dramatic acceleration led to consumer user numbers exceeding 200 million – they are still concerned about how complicated it all seems and are still trying to figure out where to start.  Many advertisers are overwhelmed ...
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VIEWING COMES BACK TO THE LIVING ROOM

In a clear indication of the lay of land in today’s TV industry, research from advertising technology platform provider FreeWheel has found that after a decade of change, and as people’s consumption of media has fragmented across devices over the past ten years, many have returned to the living room ...
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AVOD WILL BE BIG, BUT WILL TAKE ITS TIME GETTING THERE

Streaming is changing the world of TV viewing. But, unfortunately for the advertising world, the vast majority of this viewing is ad-free, since most of the largest and most dominant streaming services carry no ads -- Netflix, Amazon Prime, Disney+, HBO Max (though that is changing), Apple TV+ -- and ...
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ARE BIDDABLE AD BUYS IN CTV’S FUTURE? THE EXPERTS WEIGH IN

It’s unclear what the future of TV ad buys will look like in connected TV. Since much of TV inventory — including much of CTV — is reserved in the upfronts each year, will programmatic auction-based buying eventually be used in CTV as it is for online digital? Major content ...
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TRENDS OF THE MONTH: ROI, B2B AND NEXT GEN TV

This month: How advertisers can double their return on investment (ROI), some of the challenges and opportunities for B2B marketers and the future landscape of TV advertising and audiences. Half of brands achieve an ROI of $1.06, but the most effective can double this For every $1 spent on media, ...
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