Adland's New CTV Currency?
The search for a metric that measures up The
rise of connected TV and other streaming services has led to a fragmented video advertising landscape, creating new challenges and opportunities for advertisers and publishers, and highlighting the need for new, more sophisticated metrics that can provide granular insights into consumer behavior.
Why is In-Game Advertising Failing? The advertising industry is experiencing
seismic changes as new technology innovations continue to emerge, enabling high-quality video delivery across various devices. This has led to fragmentation of hardware, software, and advertising solutions for the delivery of TV content, which poses a challenge to advertisers seeking access to consistently defined audiences and predictable, measurable performance outcomes. Historically, tracking consumer engagement with TV content was easily done with Nielsen ratings, which were accepted as the
TV industry's "currency." Nielsen's measurements of audience size and demographics were seen as reliable and representative of the entire TV market. However, the introduction of connected TV (CTV) has disrupted the traditional advertising landscape, making it challenging for marketers, publishers, and agencies to access consistent audiences across all types of screens. In response to the
changes, new entrants into the measurement market have emerged, claiming to be the replacement for Nielsen's "currency." Digitally native companies like VideoAmp, SambaTV, Comscore, and iSpotTV have moved in to fill gaps left by Nielsen, all striving to elevate their CTV measurements to the level of currency or at least "near currency." The rise of CTV has enabled publishers to see
significant incremental revenue opportunities. As CTV is inherently addressable and IP-based, data available from other IP-based platforms, such as web and mobile, is now available for CTV advertising. This rich, census-based data allows for more impactful audience segmentation, targeting, personalization, and performance marketing, which translates to more revenue for publishers and improved outcomes for advertisers. Nielsen has not given up easily, as they work on launching NielsenOne that evolves their methodology to address the newly combined linear and CTV landscape. Nielsen's new The Gauge metrics for February 2023 are out, and there are several surprises. Firstly, there has been a change to the methodology: viewing on vMVPDs is no longer included in the streaming category. This means that numbers from YouTube TV and Hulu Live TV are no longer included in the
streaming numbers for their respective hosts. However, YouTube and Hulu managed to maintain their positions despite the change in methodology. The most viewed streaming show was not The Last Of Us but rather New Amsterdam, an NBC medical drama whose current (and, it turns out, final) season runs on Peacock, with older seasons on Netflix. Tubi is now the second FAST in the Top 10, joining its
erstwhile rival Pluto TV. This new development raises several questions related to video metrics, measurement, and currency. Does video need one common currency, and who are the key players in the measurement landscape? What does the ideal framework for video metrics look like, and who will be the likely winners? These are just a few of the issues that will impact consumers, advertisers,
publishers, and measurement companies. Nielsen's admission of its mistake in admitting vMVPD numbers in YouTube and Hulu's ratings is commendable. The big SVOD services need to keep an eye on YouTube, which is still a massive threat, given that it has all that data and dollars. The power of Netflix to revive a series is also evident, as seen in the case of New Amsterdam. As for the industry
overall, the lesson is that older series often have new lives. The rise of CTV and FAST services like Tubi has also demonstrated that on-demand content still has a place in the ecosystem. The growing complexity of the video advertising landscape necessitates the development of new metrics that are better suited to the digital age. This is especially true as the lines between linear TV and
digital streaming continue to blur. The rise of CTV and other streaming services has opened up new opportunities for advertisers, but it has also created new challenges when it comes to measuring engagement and reaching target audiences. As a result, the industry is seeing a growing demand for new, more sophisticated metrics that can provide more granular insights into consumer behavior and help advertisers make more informed decisions about their ad spend. One of the key challenges facing the industry is the need for standardized metrics that can be used across different platforms and devices. While there is no shortage of companies offering measurement solutions, there is currently no consensus on what the "currency" for video advertising should be. This is partly due to the fact that different platforms have different strengths and weaknesses when it comes to audience
measurement, making it difficult to compare apples to apples. Nonetheless, as the industry continues to evolve, it is likely that a new set of metrics will emerge that can provide more accurate and actionable insights into consumer behavior across all types of screens and devices.
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All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
Uber is introducing a self-serve ad platform for out-of-home (OOH) advertising, which includes geotargeting specific zip codes, hours of the day, and days of the week to appear on the "mobile billboard." The platform is being rolled out in cities including Boston, Los Angeles, Phoenix, Atlanta, Dallas, New York,
and Chicago, and offers small local businesses an affordable way to get in front of potential customers. Additionally, marketers are looking for ways to advertise on video podcasts, which is proving to be a "mini gold rush," but not as straightforward as one might think. For small businesses, Uber's self-service platform could be a great way to attract more customers, while podcast advertisers and creators should consider incorporating video ads as well. Google has introduced two new Ads Data Hubs to allow marketers and independent third-party partners to analyze campaign performance in a privacy-first context. The Ads Data Hub for Marketers centralizes insights from Display & Video 360 and Campaign Manager 360, while the Ads Data Hub for Measurement Partners makes it easier to work with independent third-party
partners when measuring and reporting on YouTube ad performance across devices. Additionally, SEOs are reporting drops and fluctuations in traffic following the March core update, and Google's John Mueller advises ignoring any spammy links referring traffic to websites. These updates should help marketers better understand ad performance in a privacy-first world, while SEOs will need to wait and see the impact of the core update. Microsoft has unveiled new artificial intelligence-infused tools for its Office 365 software, called "Copilot," which uses OpenAI's GPT-4 language model to generate text based on simple instructions, summarize text, and answer written questions about documents or Teams videoconference meetings. Copilot can also create entire PowerPoint presentations based on Word documents and generate pivot tables
in Excel from raw data. The new features are currently being tested on a group of 20 customers, including eight Fortune 100 firms, and could help Microsoft fend off competitors like Google, which recently announced AI-powered tools for apps like Docs and Sheets. Microsoft has not yet announced pricing for the new tools. While popups can be
intrusive and annoying, they can still be a powerful lead generator when used correctly. Kristen McCormick offers a few examples of effective popups, including Sparrow's visually appealing popup that offers a 40% increase in responses and a free 14-day trial, and Tessemae's simple and effective popup with a clear description of what subscribers will receive. Other examples include highly interactive popups and minimalistic designs. By considering the audience and what type of popups
will appeal to them, marketers can see a bump in their email lists. YouTube TV is raising its prices by $8 per month, or 12%, starting April 18th. The live TV service, which offers more than 100 broadcast and cable TV channels including NBC, ESPN, and TNT, cited rising content costs and the need to invest in the quality of its service
for the price hike. The move is notable as YouTube secured the exclusive rights to the NFL's Sunday Ticket package last year, reportedly paying over $2 billion per year for the rights, and while Sunday Ticket will be offered as an add-on, the base price hike can presumably help pay for the deal. NBA legend Michael Jordan is in advanced talks to
sell his majority stake in the Charlotte Hornets, according to reports. If the deal goes through, the NBA could lose its only Black controlling owner. Jordan is negotiating with Hornets minority owner Gabe Plotkin and Atlanta Hawks minority owner Rick Schnall, but messages left with the Hornets were not returned. Jordan bought the team for $275 million in 2010 and is expected to retain a minority interest in the Hornets. In contrast, baseball great Alex Rodriguez is looking to take over
the Minnesota Timberwolves with partner Marc Lore, who need to pay $250 million by March 28th as part of a $1.5 billion takeover. NBA team valuations have been increasing, with the Phoenix Suns selling for a league record $4 billion in 2022. The NBA is seeking to triple the revenue from its next media rights deal and wants to sell a package of
games exclusively to a streaming service, according to a report from The Information. Google and Amazon have reportedly shown interest in bidding on the rights after 2024-25, but Apple is said to be unsure due to the league's reported asking price of $7-$8 billion. The NBA already has two linear broadcasting agreements, but a national streaming-only package would stand alongside these. The league hopes to expand its TV broadcasting deals and create a streaming-only package
simultaneously, but this may not go over well with potential broadcasting partners if pay-TV continues to decline. Dotdash Meredith, a publishing company, has joined hands with Pinterest to bring nearly 200 original videos to the social media platform. The year-long partnership will see Dotdash Meredith produce videos from its
lifestyle, fashion, and food brands. These include Better Homes & Gardens, Southern Living, Brides, Food & Wine, Serious Eats, Allrecipes, and Martha Stewart. Dotdash Meredith was already one of Pinterest’s largest content partners, with 20 profiles that garner over 90 million monthly views. The series starts with a video from Better Homes & Gardens and features tablescapes inspired by seasonal color palettes. The next series is "Wedding Dress 360," featuring the season’s most
popular wedding apparel, from Brides. The announcement comes less than two months after a similar deal between Pinterest and Condé Nast Entertainment. Marketers need to adapt and test new strategies to meet the changing needs of consumers. The last three years have raised the bar for marketers, as consumer expectations have changed, as has the
best strategy for reaching them. With the economy on the verge of a recession, consumers and marketers have less to spend, and the arrival of AI and machine learning has significantly altered what digital marketers can do at each stage of the customer journey. To stay ahead as new solutions emerge, marketers need to strive for authentic impact on social media, take search far and wide, explore fresh display channels, and integrate media and creative under one roof. It's important for
marketers to anticipate what's coming next in the ever-changing consumer behavior. Retailers are looking for new ways to provide the best experience for shoppers in-store and online while keeping their customers engaged and building loyalty during these fluctuating economic times. To meet these demands, brands are creating or expanding
the "phygital" experience, which is a mash-up of a brand’s digital and physical storefronts so they coexist. Large, well-known retailers like Nike and Starbucks are integrating technology throughout their store locations and providing personalized services to their customers. Other ways brands can delight consumers with phygital experiences include integrating app capabilities into the store experience, considering loyalty's role in product usage, and integrating Web3 and loyalty strategies. By
meshing digital and physical shopping, brands can differentiate their loyalty offerings and provide member-exclusive experiences while providing personalized, meaningful, and memorable interactions. The Biden administration is attempting to force ByteDance to divest itself of TikTok in the name of national security, leaving the company with the
choice to agree to the sale or risk being banned in the United States and potentially other countries. The Committee on Foreign Investment in the U.S. (Cfius) made the sale demand, but it is unclear what the next step will be and a resolution could take months. While TikTok is a popular app among users, it has faced growing regulatory scrutiny over concerns about Chinese surveillance and propaganda. The decision raises concerns about the implications of governments making one-off
decisions to eliminate social apps on national security grounds instead of taking a more systematic approach to protecting privacy and security. Product placement, a $23 billion industry, is increasingly using virtual technology to seamlessly place products in movies and TV shows. In-content advertising platform Mirriad uses AI to
virtually render objects into the content, including cars, billboards, and TVs. Chris Ward, senior vice president of Midwest ad sales at Hallmark Channel, which works with Mirriad, says virtual product placement opens up new opportunities for ads and is a welcome addition to traditional revenue streams. The technology also opens avenues of creativity, such as featuring predictions that come true in future years, says Mirriad CEO Stephan Beringer. |
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