CTV

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.

Key Takeaways

• From the mildest episodes to the most violent, viewer attention remained stable. Attention to high risk episodes measured in at 51.5%, with attention to low-risk episodes at 51.4%.
• Viewers don’t attribute blame to advertisers. “There’s more reward than risk,” according to Emily. Viewers tend to enjoy brands that are sponsoring the content they love, controversial or not—8 in 10 agree that they don’t distrust brands that advertise in graphic TV shows.
• Several rare cases where gratuitous violence immediately preceding an ad break did carry negative sentiment into the first seconds of the ad.

Key Takeaways

• It is essential for advertisers to measure the reach and effectiveness across multiple avenues of ad exposure rather than consider exposures in platform silos. The importance of this approach will increase as media consumption continues to evolve and cross-platform consumption grows.
• Understanding which targets can not only be reached but also activated by various platforms results in more effective campaign planning.
• Based on this knowledge clients can shift dollars between channels to better optimize their campaigns in real time and prior results can be used to inform future work.
• Marketers can sub-target their campaigns by creating multiple targets, based not only on media consumption, but also media responsiveness to improve each targets’ projected ad effectiveness.
• An effective causal multi-touch attribution (MTA) approach should provide stable, reliable results that have been researched and tested across hundreds of real campaigns and simulated data to ensure that the approach is yielding accurate results.

Key Takeaways

• The number of connected devices per household has increased from 9 to 12 since the pandemic, creating a more complex path in which to reach consumers.
• Despite being separate platforms (e.g., linear TV, social media, online video, etc.) media is “inextricably commingled together,” leading to "context switching and about getting the right content to the right consumer."
• In terms of long-form video, "Linear television is still the juggernaut in the room at 205 billion [viewing] hours." Total video across linear, CTV and digital grew 5% year-over-year in the U.S. CTV viewing increased by 14% of the total hours watched.
• Short-form video continues to rise in popularity through Instagram Reels, TikTok and YouTube Shorts. This trend in short-form video consumption is growing in double-digit percentages and redefining video consumption across mobile and connected TV screens.
• The emergence of Generation Z is changing the marketer approach to brand love and establishing loyalty and building long-term value as their consumer behavior is in contrast to previous cohorts. This is specific to their lack of brand loyalty.
• In terms of media consumption, Generation Z are heavy movie watchers (37%), preferring dramas (29%) and cooking shows (23%). Additionally, they expressed interest in local news and documentaries.
• Social media is still growing (11%) but there are fewer linear TV households (-9%) as people are consuming media elsewhere and CTV has increased substantially (32%).
• Though there was a clear decline in linear TV viewership, linear TV remains supreme regarding total viewership for one channel.
• In terms of incremental reach over the length of a campaign, linear TV reached a lot of viewers in the early part of a campaign, but over time the study indicated "reaching incremental people on CTV and digital more often." This finding acknowledged the advantages of a cross-screen campaign in terms of optimizing reach.
• Adding screens in a campaign improved brand lift but the variability of results also increased. Additionally, results for ad recall and other variables followed a similar pattern. It was noted that the optimal platform mix depended on the target audience.

Key Takeaways

• The struggle that the advertising and marketing industry is currently having is that "there is no universal definition of content quality that is easily measurable in cross-media systems."
• "Content quality is being used as this proxy for content impact." For example, "What is the impact of the content on my brand equity, my campaign objective, by marketing or business objectives?" All of these factors are specific to the marketer, the brand and the campaign.
• When it comes to exposure metrics, advertisers and marketers should be consistently counting impressions across all channels, "because you need to count things to value them."

Key Takeaways

• Reach measurement has drawbacks: even though it acknowledges audience size, it does not measure ad impact. Reach measurement treats all impressions as equal regardless of the content, and while platform and the quality of the content matter, their impact cannot currently be proven.
• Ten percent of respondents to a recent MarketCast survey found that in a digital environment, ads associated with premium content (professionally produced vs. user-generated content (UGC)) had more credible messaging.
• Sixty-two percent who watched a premium clip remembered the ad and the brand correctly versus 49% of those who viewed a UGC clip. In addition, 56% of premium clip viewers thought the ad spoke directly to them, versus 43% who said an ad in a UGC clip spoke to them.
• The resonance score is built from CTV/streaming ACR data, opportunity to see (OTS) surveys for linear TV, tags on digital ads (known exposure) and on social—OTS through memory triggers and surveys.
• Using the always on approach, they survey people about ads they have seen on TV, CTV or social within a 24-hour window. The big pool of participants is used to normalize all other factors, so to see what network or platform would best suit a client’s ad.
• Ad resonance rating is meant to become an interoperable metric that complements traditional reach and frequency measures and other currency metrics.

Key Takeaways

• The rapidly changing landscape: 70% of U.S households have at least one connected TV; Roku and Amazon are still among the top OEMs; 94% of viewing on linear is still live or same day.
• Growth is due to the increase in streaming especially FAST which are having double digit growth. But how will the landscape unfold as, and if, the economy downturns. TUBI expects one in three streamers to reduce their channels.
• There has been a rapid decline in pay subscriptions over the last 5 years from 66% to 43% with a concomitant rise in cord cutters. Cord-nevers have leveled off at 13% having risen to 20% in 2020.
• COVID caused a rapid bump in viewing of TV and video, it retreated during 2021. But now we are seeing a renewed growth in the total amount of television and video. While there is a slow erosion, linear is still alive and well.
• One important story is the growth overall of exposure to video through different channels such as gaming and social. But it is content as well as mobile availability that is driving growth. Nearly 50% of linear content consumed is news, sports and movies. However, movies have lost a 5% share over the last 5 years, no doubt the loss coming from the growth of SVOD.
• Sports occupies a unique place in content. It accounts for more than half of all social media posts, and sports fans index at 124 for pay tv subscriptions.

Key Takeaways

• The results showed that 15-20% of the time, when an ad is playing on such an external device, the TV is off. Every publisher and device combination were affected.
• This doesn’t happen with most Smart TVs, although there is one that goes into a low power mode (Fisher wouldn’t say which).
• The initial study did not look at input switching, such as when someone switches to a gaming console or cable box. But that is part of phase two, along with how time of day affects this phenomenon (i.e., people falling asleep in front of the TV) and expanded data sets to look at linear TV consumption.
• GroupM is now testing what combinations of devices and cables make the problem better or worse and why. Older HDMI cables and having a sound bar can interrupt the power on/off signal, they found. Pucks and sticks, and other devices hidden behind TVs, also have a higher occurrence of continuous play.
• Prompts that ask, “Are you still watching?” help avoid this. Some platforms wait four hours to ask, which is too long, but with short-form episodic viewing, asking too often can annoy viewers.