Comcast Advertising's Larry Allen and Hasan Rahim of Altice's a4 advertising arm shed a bit more light on why several cable and satellite TV operators and Vizio have formed another group devoted to tackling addressable advertising challenges -- Go Addressable -- when three already exist.
According to new Google Play Store data, the YouTube app for Android TV recently surpassed 100 million installs -- double its install base a little over a year ago.
That's up from 76% in 2020 and 64% in 2018 -- and free or cheap ad-supported streamers are pushing penetration ever higher.
Most apps include advertising, but nearly as many also sell subscriptions -- and many add product placement and sponsorships, as well.
Consumers are quite open to ad-supported streaming services -- even if modest fees are involved -- but they're frustrated by the current state of the advertising experience.
The number using any streaming service is 79%, versus 60% using a traditional pay-TV service. The percentages using three or more top SVODs leapt over the past year, as did the percentage using at least one free streamer.
Five agency power players say that the wealth of streaming/CTV options beyond broadcasters' own digital extensions means that nothing -- including the success of linear/digital packaging pushes -- can be taken for granted in this year's negotiations.
With the last two major SVOD launches in the game as of Q4 2020, the U.S. market-share impacts of growing competition on Netflix and #2 Hulu are clear. But Netflix still has a not-so-secret weapon: extraordinary customer loyalty.
Media buyers surveyed by IAB at the end of Q1 now say digital video, including CTV/OTT, will take a 20% share of total media budget this year -- up from 13% in IAB's November 2020 survey. Linear TV's average share of total is now 18%, versus 15% in November.
New technology, in pilot, allows sellers to offer more linear addressable video ad inventory, coupled with inventory on digital video platforms -- which should enable advertisers to extend targeted audience reach while managing frequency.