Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "connected tv"
- Average frequency across 30 CTV campaigns of varying sizes was just 4.6, per a study by ANA and Innovid. Duplication rates, costs were also examined.
- More input on why CTV spend, while growing, is still far below its share of total TV viewing.
- CTV is considered more necessary than social video and national broadcast TV for video advertising.
- KERV Interactive COO Marika Roque describes the reasons that advertisers are tied into programmatic buying, the best channels that work with CTV, how search can support CTV campaigns, and the promise of shoppable ads.
- Brands should consider using ads that appear in video content, rather than during a break in content, when advertising on CTV, a study by MAGNA Media Trials and GumGum finds. The companies believe this method captures the attention of consumers with fewer commercials
- The Advertiser Perceptions survey, released by the IAB this morning, shows ad execs are most optimistic about CTV due to the deprecation of cookies and mobile IDs.
- The report estimates average time spent per day in 2022 for CTV to be 1 hour/44 minutes, with linear TV at 3 hours/2 minutes, according to eMarketer January 2022 data. The IAB survey says 73% of buyers are expected to shift their media spend from linear TV to support their increase in CTV and OTT ad spend.
- Upfront buys will also be about evenly divided among CTV-first, linear-first and combined, according to a new survey from Advertiser Perceptions and The Trade Desk.
- Nielsen has struck a deal with Vizio to add data from Vizio's 20 million TV homes through the TV set manufacturer's Inscape TV research business. Nielsen now has the rights from Vizio to integrate Inscape data in both its local and national audience-measurement solutions. Nielsen says its TV panels will be used to "validate" what is missing in Big Data sets.
- Programmatic advertisers spent at least $250,000 on the apps in Q4 prior to their delistings, estimates Pixalate. All but eight of the apps were delisted from the Roku store.
- More than three-quarters of U.S. households now own a smart TV, the key gateway to video streaming.
- Tubi had the highest co-viewing among ad-supported CTV platforms, followed by HBO Max and Hulu, then YouTube and Discovery+. Movies had the highest co-viewing score at 73.2% of the time, with TV episodes at 54.8%.
- Ad "extensions" that break the monotony of back-to-back traditional ads on connected TV garner higher levels of viewer attention.
- Big-screen devices pulled a 43% share of opening-day view time, but handheld devices were close behind.
- An integrated combination of demand-side platform, supply-side platform and data-management platform, TV+ features premium streaming access and linear TV ad inventory from 130 channels, the company says. The new version of the platform is now "fully" cross-platform.
- "Three-fourths of U.S. CTV display ad spending will transact programmatically in 2022," says eMarketer Senior Analyst Ross Benes.
- An analyst report cites packaged goods marketers doubling ad spending on top retail media platforms.
- Nearly 70% of U.S. broadband households own at least one connected streaming video device, while 72% are engaging in multiplatform streaming video viewing, and 40% are viewing on all platforms available to them, per the latest Parks Associates research.
- Nearly half of brand, agency and other executives in a global survey think converged TV measurement and planning will make a major impact on their advertising this year, but roughly the same percentage consider poor ability to manage reach and frequency across CTV and other channels to be a top concern.
- Traditional U.S. radio listening got back to its pre-pandemic levels in mid-2021, partly due to the return of mobile usage, in cars and other places.
- Nielsen One Alpha will focus on ad campaigns, not programming, and is set to fully launch in 2022. It is a deduplicated ad measurement service that accounts for age and gender information, spanning across all screens: linear TV, connected TV, computer and mobile.
- Gartner analysts predict changes in media, from mobile app tracking to how B2B companies will use machine learning to slow the customer journey. Strategic planning may be the most interesting part of the report.
- Mobile video, in particular, is poised for growth. "As more consumers shift from remote work to hybrid lifestyles, mobile video streaming is on the rise, and 86% of media experts see it as a key opportunity in the year ahead," reports Integral Ad Science, based on a new survey of digital advertising and media execs.
- The growing number of consumers who watch video on internet-connected devices like smart TVs and mobile phones will continue to drive a shift in television ad budgets, according to a forecast by WPP’s GroupM. The projected expansion for CTV ad spending including U.S. political campaigns will be faster than for the broader television market, which will seesaw between growth and contraction through 2026, the media agency forecast. Changing viewing habits will create a quandary for major brands that have relied on the broad reach of traditional linear TV. Popular streaming services like Netflix, Disney+ and Amazon Prime Video don’t carry advertising, but they are investing heavily in original premium programming that appeals to viewers. “Consequently, the emerging world of television will simply offer fewer opportunities to advertise,” according to GroupM. “As a practical consideration, falling viewership of ad-supported TV in traditional environments will lead to reduced reach potential for campaigns that rely on the medium, which will generally make TV less attractive to many marketers.” Some brands will seek to integrate campaigns on traditional TV with those on video-sharing site YouTube, blurring the lines among TV, digital and search advertising, the report said. The agency published its updated forecast the same day that IPG Mediabrands’ Magna and Publicis Media’s Zenith offered their revised outlooks for growth in ad spending.
- The guide aims to provide profiles and objective comparisons of the capabilities and services offered by all industry players offering cross-platform TV and video audience measurement services.
- 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.
