CTV

SVOD, AVOD, FAST: How “Old” TV Behaviors are Getting New Life in the World of Streaming TV

  • Posted: June 6, 2023

Jon Giegengack of Hub Entertainment and Wayne Goldstein of Sony Pictures uncovered facets of streaming that display a potential pendulum shift toward more familiar aspects of linear TV. For instance, consumers now want content aggregation and a bundling option to help find content across different platforms. This need for simplicity of use extends to the rise of smart TVs, lessening the number of remotes to manage or buttons to push. TV advertising has entered streaming in a big way. In an age of bingeability, appointment TV has also cropped up. Another adoption from linear, FAST is featuring more programs that help us enjoy our downtime, where we can retreat from the day, lean back and unwind, as opposed to the immersive programming that’s been a stalwart of streaming.

OTT 2022: Welcome

  • Posted: June 6, 2023

Tania Missad of Warner Bros. Discovery introduced the audience to their Video Now study, a 10-year project investigating the evolution of the viewing landscape, which includes the growth of streaming and further erosion of linear TV. The study found that people are now less willing to spend on streaming apps and other options due to frustration with rising costs. They also feel overwhelmed by the number of services. This is causing low and no cost options such as AVOD and FAST to flourish. Besides cost savings, viewers like that AVOD and FAST have large libraries of content to explore. What consumers want now is bundling discounts, improved content discovery including aggregating desirable content across different apps and more personalized recommendations. There’s also a growing interest in more diverse stories and international content.

OTT 2022: Conference Highlights

  • Posted: June 6, 2023

On October 25, 2022, media and measurement experts shared the latest research-based insights about today’s media landscape at OTT 2022 held on the Warner Bros. Discovery Studio Lot in Burbank, CA. Attendees learned more about what viewers really want when it comes to FAST, AVOD and SVOD, and whether there are viable solutions for cross-platform measurement.

Standardizing and Scaling Cross-Platform Measurement

  • Posted: June 2, 2023

Lindsey Woodland (605) and Jes Santoro (Cadent) presented a case study of a big box retailer to demonstrate their standardized, scalable process for cross-platform measurement and reporting. The retailer’s 2020 holiday campaign benefitted from the identification, scaling and targeting of a selected custom-curated audience. Activation within premium inventory involved broadcast, cable and CTV ads served to targeted households. Including CTV in the media plan added many medium and light linear viewers.

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.

Going Steady: How Long Will (My Cross-Media Campaign) Last?

  • Posted: June 1, 2023

In this session, Tania Yuki and Brian Pugh of Comscore explored the impact of frequency and latency in cross-platform advertising effectiveness. In her opening, Tania demonstrated consumer trends and touchpoints to better understand cross-media, in terms of reach and optimizing platforms for specific outcomes. In her discussion, Tania acknowledged the challenges of measurement due to the constant introduction of new innovations and the adoption of new behaviors to track. She also recognized the considerable increase in connected devices per household since the pandemic. Tania pointed out complexities in the current media ecosystem from the increase in which media has merged despite being separate platforms (e.g., linear TV, social media, online video, etc.). In addition to all the changing behavior in media consumption, the speaker noted the emergence of Generation Z is beginning to change the rules for establishing brand love and loyalty. In his discussion, Brian examined findings from the measurement of 400 cross-platform campaigns to understand trends in terms of platform mixes. Brian noted the continued growth of social media and CTV along with the decline in linear TV, though he acknowledged linear still remained “king.” Furthermore, he found that multi-screen campaigns performed better than single-platform campaigns.

Ten Things to Know about Viewing

  • Posted: June 1, 2023

Yes, there is upheaval in the media industry. The press paints a dire picture of viewing, yet Radha Subramanyam (CBS), focuses on growth. Total viewing is up 2% year over year, broadcast share of total viewing up 2%. CBS viewing also is up 2% year over year—across entertainment, news and sports, 8-10 shows averaging over 10 million viewers nightly. When it comes to reach and “unique,” it’s an even bigger number in streaming, particularly entertainment. There’s great momentum in sports and women in sports.

The New State of TV

  • Posted: June 1, 2023

Fifty years ago, defining TV was pretty simple but the video landscape has changed dramatically in the last 10 years. Video is growing today, and this is driven by CTV. TV formats have their own personalities and content to define them. TV should not be approached in isolation because that is not how consumers approach it.

Beyond Reach, the Importance of Measuring Ad Resonance

  • Posted: May 31, 2023

Tom Weiss and Megan Daniels of MarketCast introduced a new metric in their break-out session: brand effect resonance. This product evolved from one called Brand Effect which uses a combination of survey (15,000 consumers per day) and behavioral data across linear, social, digital (popular websites) and streaming. First developed by IAG, then owned by Nielsen and then Phoenix, Brand Effect stands as the main engine of the brand-effect resonance rating system, which was created to overcome gaps in reach measurement. They believe it can now isolate and show exactly how content and platform quality impacts advertising performance. Resonance here is defined as how well people remember the ad, how well they understood the creative and the message and how well they can link it back to the brand. Ad resonance measurement is said to be able to isolate the impact of content and platform on ad recall.

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