Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "ctv"
- Streaming ads' pod position, audio, length, context and more also impact attention levels, finds in-depth study.
- Viewers also rank FASTs lowest on the advertising experience.
- A small portion of those delisted CTV apps sold advertising through open programmatic offers.
- Economic uncertainty has made investment flexibility and ROI bigger priorities than ever, confirms an Advertiser Perceptions buyer survey.
- Streaming-device maker Roku expanded its share of voice for CTV ad sales to 50% in the second half of 2022.
- CTV users also were more likely to spend more time with their first app than with any other app during each tuning session.
- Brand power measures how well a brand has built consumer interest in installing an app.
- The cost of social will rise the most, according to Criteo's report - The Advertiser's Guide to New and Emerging Channels in 2023.
- While performance generally gets high marks, cost concerns could be a bigger hang up than ever, in the current economic environment.
- Since it launched in 2016, DIY brand 5-minute Crafts has consistently been a top channel on YouTube and Facebook. But with the rise of short-form video and the growing importance of long-form CTV distribution, the brand found itself having to evolve its video formats in opposite directions. theSoul Publishing's Senior Director of Content Partnership, Michael Boccacino, shares how the company is adapting both the content and the business models for its key video franchises into the Omni-Media world.
- More marketers plan to increase rather than decrease ad and marketing budgets in 2023, according to a study spanning B2C and B2B from NP Digital.
- The share of ad spending going to CTV will rise from an average of 11.3% this year to 16.3% in 2023.
- Nearly 45% reported allocating 20% to 40% of their total media spend to converged TV, and 31% allocated 40% to 50%.
- Marketers invested an estimated $3 million in programmatic ad spend on delisted CTV apps in Q3.
- Performance marketers have begun to view streaming and connected TV services as a valuable media in which to help brands expand advertising strategies.
- 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.
- OTT spending is forecast to exceed $2 billion -- drawing strength from multiple business verticals, including political advertising. From 2022-2026, OTT will grow at a 14.3% compounded annual growth rate, second to digital TV owned-and-operated streaming and website advertisements sold by local broadcast stations.
- Open programmatic ad spending on connected television this year has risen 31% worldwide.
- Majorities of U.S. and UK advertisers surveyed indicate more granular content insights would motivate them to shift some linear budget to CTV.
- Programmatic's share of U.S. ad views rose three percentage points in 1H 2022; behavioral had a 73% share of targeted campaigns, to demographic targeting's 27%.
- Follow-up study supports 40% CTV investment "rule"; Samsung smart-TV viewers watching more AVOD than SVOD for first time
- Forty percent of Roku apps and 30% of Amazon Fire TV apps have at least two bundle IDs, creating potential headaches for advertisers.
- With high brand recognition in the furniture category accomplished, Wayfair is evolving its top of funnel strategy to align with its emerging lines like appliances and renovations. This requires a new approach to video planning that blends branding in these new categories with efficiency. Likewise the creative has to tell more cohesive story and the metrics have to account for longer buy cycles. At MediaPost's Fall TV & Video Summit, Lauren Sutkowski, Wayfair's senior manager, marketing, walks us through the pivot
- 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.
- Introducing a new brand can be daunting in today's ever-expanding video landscape. Ocean Media's svp, head of media, Jared Lake, talks strategy launching a brand campaign across multiple platforms, how consumers' consumption behaviors and GRP informed the media mix and why certain channels didn't make the cut.
- Global internet advertising revenue will expand by more than 9% a year to reach $723.6 billion by 2026.
- 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.
- Retail Media Networks (RMNs) have added new inventory, targeting, sales and measurement opportunities...and headaches, to the digital ad market. Kim, who manages media buying for Mindshare CPG clients, maps the terrain. How are the RMNs from Walmart, Target, Kroger, etc. plugging into existing infrastructures, offering new and difference metrics of success, creating new challenges for marketing teams?
- Avocados From Mexico takes on advertising's biggest stage... the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, talks Influencers, shoppable ads like MikMak and immersive experiences - - all part of their "brandformance" approach to innovate produce marking.
