CTV is considered more necessary than social video and national broadcast TV for video advertising.
In what may be the most compelling argument yet to finally end the ad industry's practice of targeting media audiences based on demographic composition, Vice Media Group Wednesday made the case that
the method is not just ineffective, but outright "discriminatory."
This year, video buyers say they will spend 56% of their total video budgets on digital video (desktop, mobile, CTV), significantly surpassing linear TV's share of 41%.
Vice said news content related to George Floyd and related protests has been monetized at a rate 57% lower than other non-protest-related news content. Over the past few weeks, Vice has seen new words
added to keyword advertisers' "blocklists" that include: "George Floyd", "Black Lives Matter", "protest", "Minneapolis" and "black" people, according to a study released during the group's IAB
NewFronts presentation, presented by Marsha Cooke, senior vice president of Vice Impact.
Connected TV proved remarkably immune to the severe Q2 ad-spending cuts, and drew dollars from broadcast and cable TV, a new pre- and post-COVID IAB study finds.
In terms of allocating their ad budgets, ad execs are much more bullish on spending in this year's NewFronts than the conventional TV upfronts, especially marketers. Nearly half (48%) of advertisers
and agency executives say they plan to boost their spending in this year's NewFronts marketplace vs. only 40% who plan to increase spending in the TV upfront marketplace.
As part of its West Coast "NewFronts" presentation Tuesday, the Interactive Advertising Bureau released a new study analyzing how the U.S. population consumes video, including over-the-top (OTT)
video, and especially ad-supported OTT. Not surprisingly, consumption of ad-supported OTT services is disproportionately represented by ad-supported OTT for "most" consumers, suggesting that
advertisers are under-delivering them if they don't target them explicitly via ad-supported video on OTT services.
As 2018-19 upfront and/or newfront negotiations heat up, it's more than likely that those deals will be executed as separate, nonintegrated teams. While a slight majority -- 53% -- of advertiser and
agency executives say they now plan TV/video as one "holistic" medium, they don't necessarily execute it that way, according to findings of Advertiser Perceptions 2018 Video Advertising Convergence
Report. The report finds that only 40% of ad execs say they actually buy TV and video as part of an integrated team.