Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "connected tv"
- FAST platforms -- free (no subscription fee) ad-supported services -- are 27% higher to 17.2 million. For the 2021-2022 TV season, Nielsen says there are 122.4 million total TV households.
- Hulu is forecast to hit $3.13 billion in 2021, with YouTube at $2.54 billion and Roku at $1.58 billion, according to eMarketer.
- Changes in data strategies have led many brands to increase their media spending on streaming platforms, as well as consider privacy policies.
- The growth of CTV media deals may be having a major effect on business in terms of pricing and when to place messaging. Brand TV marketers have also shifted 20% to 25% of their budgets to streamers.
- The Statista survey for Magnite also finds CTV viewers to mirror U.S. population demographics, versus traditional TV viewers skewing to 55-plus, white demographics.
- For long-term business model stability, addressing invasiveness concerns is as or more important than tackling annoying ad repetitiveness.
- Kroger Precision Marketing on Wednesday announced the launch of a private programmatic ad marketplace that enables agencies and brands to reach consumers through Kroger's audience data and preferred ad-buying platform.
- Centro rebranded to Basis Technologies on Friday, and next week will add research and benchmarking tools to its automated software offering for enterprise marketers.
- The converged-TV study also finds that investing at least 10% of impressions in streaming within converged linear/CTV campaigns tends to maximize incremental reach.
- Ad executives explain why Facebook's "headwinds" are CTV's "tailwinds."
- Last year, more YouTube viewers watched content on their big TV screens than anywhere else, at 53%, up from 34% in 2019.
- One marketing manager admitted: "I can't quite seem to remember the precise difference between OTT, CTV, addressable, and data-driven, to be honest."
- Large percentages of TV buyers surveyed by Xandr plan budget increases for DDL, OTT/CTV, addressable and other digital video, but only about half of OTT/CTV budgets are allocated to programmatic buys.
- Driving this high estimate is the use of Facebook as a fundraising tool.
- Ad industry researcher Advertiser Perceptions has reorganized its business intelligence team, promoting Lauren Fisher to head and recruiting long-time eMarketer analyst Nicole Perrin as vice president of business intelligence.
- TV commercial wear-out isn't just about too much frequency of viewing spots, but also about time duration between when those messages run.
- CTV devices' presence in rooms in addition to the living/family room is expanding rapidly, finds TDG.
- What do you do when a client asks you to produce a video campaign when production is completely shut down? You get creative! When Grammarly approached Stink Studios during the height of the pandemic to create a new brand awareness campaign, that's exactly what they did. How do you produce a video ad campaign without actors, without locations and without crews? The answer: stock footage. But not just any stock video. It needed to be quality, high-resolution footage. By working backwards- beginning with the footage, then character development, then script- Grammarly was able to achieve an entirely production-free campaign. The process proved more cost-effective, flexible, and turned around faster than traditional live action shoots.
- Kantar notes that its estimate is a more conservative industry number, "not quite as dramatic as other forecasters." Still, Kantar says broadcast TV will sharply climb to $3.8 billion, with cable TV and satellite reaching $1.4 billion; digital media, $1.2 billion ; radio, $215 million; and OTT/connected TV, $1.2 billion.
- U.S. political advertising spending in the 2022 midterm elections will near record totals of the presidential race.
- Even with dings from Wall Street, they still made out OK.
- When an average CTV commercial repeats within five minutes, a viewer's attention span -- eyes on the screen -- is just eight seconds, TVision research says.
- Reaching the right audiences, in the right places, at the right time, during a global pandemic can be challenging. Cancer Treatment Centers of America (CTCA) reached prospective patients through a targeted OTT/CTV campaign that informed patients of nearby facilities available for treatment, resulting in a CPC of 60% lower than the cross-channel average.
- When customers can't come to the mall, Mall of America is bringing the mall experience to them. Using a QVC TV shopping model with its retail tenants, MoA went livestream with major brands like Crayola last year. The live interactivity, planned shopping events and features (think Santa via ZOOM) explored new ways of experiencing the mall ritual.
- Consumer and advertiser surveys for The Trade Desk's latest 'Future of TV' report add more evidence of CTV's growing importance to consumers and advertisers.
- The Coalition for Innovative Media Measurement, a division of the Advertising Research Foundation, this morning said it is launching new research to "better understand how time is spent across every platform available on TVs today."
- Burger King is prioritizing the moments that matter for the company - whether on TV, OTT, social - to drive incremental traffic and build brand. Learn how BK's media team is leveraging attribution modeling as a guide and asserting performance criteria to judge every old and new channel against how each adds to the mission.
- Buyers and sellers have widely different views on the data available for streaming campaigns and the effectiveness of programmatic and direct targeting, a new Conviva study finds. More than half of viewers abandon streaming when ads fail or take too long to load, and also say too many ads are repeated during the same break/episode.
- AVOD platforms in the first quarter of 2021 hit $1.26 billion -- up nearly 70% from the same quarter a year ago.
- Leichtman Research says 82% of U.S. TV households have at least one internet-connected TV device.
