CTV is considered more necessary than social video and national broadcast TV for video advertising.
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.
Discovery+ and HBO Max have had less uptake for their ad-supported tiers, reflecting pricing and content decisions.
And now a Disney+ AVOD is on the way.
Ad "extensions" that break the monotony of back-to-back traditional ads on connected TV garner higher levels of viewer attention.
TV providers and streamers were two of only three categories that surpassed their 2019 satisfaction levels in 2021.
Are SVOD subscription churn rates at 35% or even 44%? Actual transactions data from Antenna shared with Advanced TV Insider shows average U.S. churn at 6% in October--up just a half percentage point
from October 2020.
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.
The pilot will test various approaches to the use of Virtual ID (VID) for television, with the goal of identifying the most accurate model for ad-campaign reach and frequency metrics.
For long-term business model stability, addressing invasiveness concerns is as or more important than tackling annoying ad repetitiveness.
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.
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.
Roughly 40% to 55% of consumers who pay for video/TV content are OK with ads during TV viewing, a TiVo survey indicates.
And YouTube now generates as much in ad revenue as Netflix does in subscription revenue.
As the oral care upstart SmileDirect grows its brand into new product lines and customers, the company is bringing its performance-oriented media to every screen. CMO John Sheldon explores how a
CPM-centric approach continues to perform across linear, CTV and social. Likewise, highly modular creative and leveraging shorter formats are giving SmileDirect the flexibility to grow despite the
opaque outlook for 2021 media.
"Tiered plans give viewers control of their experience," sums up the author of a new study on monetizing video.
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.
TV's lower ad prices and higher available inventory enabled digital-first advertisers not only to test TV but to test some of primetime's most popular shows. Learn how testing and changing up your
media plan can capture revenue growth, greater efficiency and data points while also establishing a consistent form of measurement with OTT.
The importance of cultural connection points in advertising still holds true to build upon the equity in any established consumer relationship. Lexus 0to60 was created to illustrate how "performance"
could create greater affinity within the Black consumer mindset for the Lexus brand.
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.
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.
The once-in-decline vMVPD sector could become the dominant successor to traditional pay-TV - if the key players don't get too greedy.
In a new Xandr survey, U.S. video advertising decision-makers also estimated that one in three ads aren't relevant to the consumers reached.
People who consistently watch multiple hours of streamed content each week also watch many hours of broadcast and basic cable. But brands seeking mass-market reach these days may need to put AVODs in
the mix, says TV data company Alphonso.
Global SVOD to be dominated by five platforms with combined paid subscribers totaling 1.2 billion, according to a new Digital TV Research projections that factor in the effects of COVID-19.