Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "advanced tv"
- Seventy percent of senior brand execs recently surveyed said that their creative for CTV and other digital platforms is basically the same, although there are some variations on the central campaign theme.
- Building and executing campaigns rooted in proven results can present limitations in testing new opportunities and unlocking potential. When every ad dollar spent must prove its value, drawing meaningful insights that create scalable opportunity with confidence is critical. Butler/Till's Channel Director of Media, Gina Whelehan, will share how she and her team embarked on the advanced TV journey with their client and successfully built out a diversified video mix.
- Among digital antenna owners without MVPD service, time spent with live TV delivered via antenna is 42% - not that far shy of streaming's 53%.
- Greater recall of addressable vs non-addressable ads is true whether or not viewers pick the shows being watched, new studies find.
- Nearly 45% reported allocating 20% to 40% of their total media spend to converged TV, and 31% allocated 40% to 50%.
- Black consumers are most likely to find representative content on streaming platforms that have a broader selection of content.
- Netflix and YouTube are the most popular streaming services among Spanish-speaking consumers in the U.S.
- Disney is well on its way, merging databases to enable using Disney+ viewing habits to inform experiences at its parks, and vice-versa.
- Nearly two-thirds of these families report no access to linear.
- Half of adults watch daily on a mobile phone. And SVODs per household now average 3.9, finds Leichtman survey.
- Seeing more ads on a streamer doesn't necessarily translate to viewer dissatisfaction, finds latest Hub Entertainment Research study.
- The big exception is sports programming.
- U.S. TV CPMs are up nearly 40% from 2019 pre-pandemic levels, according to WARC's latest Global Ad Trends analysis.
- The biggest driver of adopting identity solutions for advanced TV is the need to better define audiences for targeting.
- In the world of politics where profit doesn't come from financial gain, going beyond the plurality is the only way to ensure success. Edith Jorge-Tunon from the Republican State Leadership Committee helps analyze why reaching a plurality in corporate America can be considered profitable, but doesn't quite cut it in most political systems today.
- Jackson Hewitt created an integrated brand campaign to educate people about the value of working with a Jackson Hewitt Tax Pro. The TV campaign drove familiarity through three pillars: connection, convenience and credits. Then they added another motivating action to the mix: humor.
- 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.
