addressable TV

Driving Greater Campaign Reach and Relevancy Across Formats

Driving Greater Campaign Reach and Relevancy Across Formats

Sharmilan Rayer – GM, Amazon Publisher Cloud


Sharmilan Rayer of Amazon Publisher Cloud discussed an approach to empowering addressability as legacy identifiers (cookies and mobile IDs) fade. This approach, called durable addressability, includes the sharing of first-party signals across publishers, advertisers and third parties. Its three pillars are first-party signal investment, secure signal collaboration and machine learning (ML) powered modeling. The Amazon Marketing Cloud is their new advertiser clean room which takes this approach. It allows advertisers to combine their first-party signals with Amazon’s publisher ones and any third-party’s in a privacy compliant way. Key takeaways:
  • Durable addressability starts with each member investing in first-party data from a resource, funding and technology perspective.
  • Sixty percent of advertisers report planning to leverage first-party data for ad placements, and 47% of publishers say their first-party data is the answer to cookie deprecation.
  • The first-party data advertisers would bring to this strategy includes customer engagement, conversions and proprietary audiences.
  • Amazon has access to publisher first-party data across CTV, web, mobile and audio. Having access to this first-party data allows for determining which ad opportunities are best for a particular campaign.
  • As cookies deprecate, clean rooms will begin playing a more important role, according to Amazon.
  • Modeling by machine learning has increased reach 20-30% on unaddressable supply, Amazon claims.
  • A new product called Performance Plus combines Amazon Ads signals, advertiser conversion signals and machine learning to generate predictive segments. It has been observed boosting conversions 30-80%.

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Assessing the Potential of Addressable Linear TV Advertising

  • Posted: July 5, 2023

Traditional linear TV places the same ads in the same shows (“program targeting”). Addressable TV can place different ads in the same show, allowing “audience-based” targeting at the household (HH) level. To determine the incremental lift achieved by audience-based targeting, we need to measure outcomes at the individual (HH) level. This allows us to run what/if scenarios with the models to determine optimal targeting. The researchers analyzed second-by-second viewing data from a panel with 750,000 HHs, tracking exposure to focal and competitor ads. The fact that advertisers tend to mainly target consumers already likely to buy creates potential endogeneity. The analyses controlled for this and three other factors: heterogeneity in ad avoidance; activity bias; and seasonality and other trends. During the observed 15-month period, there was a 4.1% conversion for those HHs in the market for the focal offer.

Dynamic Addressable TV Advertising over the Customer Lifecycle

  • Posted: June 5, 2023

Rex Du (University of Texas at Austin) explained that targeting addressable TV ads over the customer lifecycle enables the brand to benefit from long-term customer profitability. This methodology provides stronger outcomes than targeting to maximize same-day incremental conversion.

Panel Discussion: Perspectives on the Rise of Retail Media

  • Posted: June 5, 2023

This panel discussion, moderated by Circana’s Michael Ellgass, discussed the current state and emerging opportunities in retail media, including measurement as well as organizational issues. The following are edited highlights from their conversation.

Streaming Index 2.0: Retention Rules

  • Posted: June 1, 2023

Justin Evans of Samsung Ads uncovered findings from The Streaming Index, a bi-annual white paper Samsung Ads puts out for the marketers of TV apps. The report got its data from its universe of 45 million opted-in U.S. smart TVs, supplemented with an attitudinal survey of 1,000 Samsung smart TV owners from Q4 of 2022. While most studies focus on subscription data, this focused on usage. The number of people streaming TV apps and the time spent watching them has significantly increased year-over-year (Q3 2021-Q3 2022), and yet competition among platforms has grown fiercer. The reason, the churn rate has increased over the past two years. Such a landscape perpetuates a winner-take-most paradigm. TV app marketers should be thinking about ways to acquire a greater share of time and TV app platform providers should focus on loyalty and offering less expensive tiered options, as retained users over-index on time on such apps.

Streaming Index 2.0: Retention Rules

Streaming Index 2.0: Retention Rules

Justin Evans – Global Head of Analytics & Insights, Samsung Ads



Justin Evans of Samsung Ads uncovered findings from The Streaming Index, a bi-annual white paper Samsung Ads puts out for the marketers of TV apps. The report got its data from its universe of 45 million opted-in U.S. smart TVs, supplemented with an attitudinal survey of 1,000 Samsung smart TV owners from Q4 of 2022. While most studies focus on subscription data, this focused on usage. The number of people streaming TV apps and the time spent watching them has significantly increased year-over-year (Q3 2021-Q3 2022), and yet competition among platforms has grown fiercer. The reason, the churn rate has increased over the past two years. Such a landscape perpetuates a winner-take-most paradigm. TV app marketers should be thinking about ways to acquire a greater share of time and TV app platform providers should focus on loyalty and offering less expensive tiered options, as retained users over-index on time on such apps.

Key Takeaways

  • The number of average monthly streamers increased 17% year-over-year and the time spent streaming increased 31%.
  • On linear, 33 channels are viewed by the average user, but the average streaming user only has three to four apps. While changing channels on linear is seamless, changing between content happens more within the app, as changing apps isn’t frictionless. This makes the marketing barrier much greater.
  • Samsung Ads created a churn ratio which is lapsed users within 12-months divided by active users for the current month. They found that in Q3 2021, the overall churn ratio was 4.8 past users to one current one, while one year later it went up to seven (seven users churned for every one that stayed).
  • TV apps were divided into three tiers. Tier 1: the top 20% of apps based on average monthly user count, Tier 2: The next 20% based on average monthly user count, Tier 3: the 60% of apps with the smallest monthly user count.
  • The churn ratio was different depending on what tier a TV app was on. Tier 1 apps in Q3 of 2022 saw a 1.7 churn ratio, tier 2: 3.5 and tier 3: 9.7.
  • When it came to user share of the average TV app, 23% were new users, 24% returned users and 53% were retained users. With time share, retained users represent 73% of time spent on the average app (new users 14%, returned users 24%).
  • How can platforms increase retention? Fifteen percent of respondents said a deep library of exclusive content was most important. They also like seeing new content frequently.
  • Cost is also a factor. Ten percent said they used a platform because it was lower cost than others or free. Twenty-one percent said they would try a new service that was free or low cost. A high cost was also the number one factor of cancelling a streaming service (30%).
  • The report found a 6% retention rate among hybrid TV apps.

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Trends and Prognoses

  • Posted: January 5, 2023

Given the ongoing geopolitical and economic uncertainties as well as technological and cultural changes, which trends will continue in 2023 and what new trends will emerge? Here is a summary of reports from Dentsu and other sources.

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Attribution & Analytics Accelerator 2022

Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

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What Drives Consumers to Share Their Data in Addressable TV?

What Drives Consumers to Share Their Data in Addressable TV?

  • JOURNAL OF ADVERTISING RESEARCH

Addressable advertising on television enables better targeting and measurement of TV ad campaigns, but gaining access to consumer data is essential for its effectiveness and development. So, what can advertisers do to make people more willing to share their data? New research offers insights into developing personalization initiatives aimed at alleviating privacy concerns.

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CIMM’s Cross-Platform Video Measurement & Data Summit

CIMM’s Cross-Platform Video Measurement & Data Summit

  • CIMM

Cross-platform media measurement has never been more crucial. Fortunately, industry experts met recently at the 10th Annual CIMM Cross-Platform Video Measurement & Data Summit to discuss recent advancements across the industry, and what needs to be done to arrive at solutions. CIMM CEO and Managing Director Jane Clarke opened this year’s virtual event by outlining the organization’s vision for developing more effective cross-media measurement. She revealed the “building blocks” to such an endeavor: TV census-like data, digital census data, cross-media or “Linked” panels and ID resolution. Clarke also outlined the state of measurement as it stands now.

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