A Peek Behind the Curtain at Out-of-Home Advertising

  • Creative Council
  • By Zoe Reiter (Nielsen), Young Pros Officer

On April 4, industry experts explored where out-of-home (OOH) advertising stands today, its current capabilities and its potential in the future. Attendees heard data-backed insights on how OOH has changed in the past decade, where it fits in a multi-channel campaign or media plan, and brands’ objectives in using it.

Member Only Access

Driving Greater Campaign Reach and Relevancy Across Formats

Sharmilan RayerGM, 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%.

Member Only Access

Big Data helps solve for Fragmented TV Viewing

James AlexanderProduct Director – Measurement, Inscape

Rich GuinnessAssociate Director, Data Licensing, Inscape

James Alexander and Rich Guinness at Inscape utilized big data to uncover current trends in TV viewing. Streaming continues to cut into linear. Ad supported platforms are growing more popular. People’s thirst for new subscriptions has plateaued. Streaming viewers churn constantly, following the content they want to watch from one platform to another. Bingeing occurs on both linear and streaming, but those who use both binge the most. In today’s environment, new streaming apps grow quickly in both viewership and minutes viewed. Even though they are still a small slice of the pie, FAST apps continue to grow at a rapid pace. Key takeaways:
  • Over the last three years, there’s been a 10% increase in those whose only TV experience is streaming.
  • In Q4 2023, 6.5% of Vizio monitored TV viewers no longer watched cable or satellite, up from 4% in Q4 2022. That number is still growing.
  • The average number of native apps or all apps viewed on CTV (including YouTube) has plateaued at 5.5. This number is not increasing, which is due to churn.
  • Bingeing occurs evenly between linear and streaming, but those who have both are doing it the most. This is likely due to when people miss a few episodes of a favorite show on linear, then hop onto the streaming app to catch up.
  • FAST apps, the “new cable,” are growing rapidly. Fifteen percent of first app opens are a FAST app, and 72% of these viewers are not watching on an MVPD.
  • In their case study, 87% of SVOD users also watch a FAST app, which suggests that viewers are willing to pay top dollar for the right content—a finding that bucks current thinking.

Download Presentation

Member Only Access

How We Watch: Examining the Shifting Trends in TV Habits

Mike BrooksGlobal Head of Business Development and Partnerships, LG Ad Solutions

Mike Brooks of LG Ad Solutions described the current rebalancing among CTV users leaving subscription services to embrace ad supported streaming platforms. The trend continues at a brisk pace which spells good news for advertisers. CTV offers many opportunities and as ad supported grows, more viewers suddenly become reachable. People take a significant amount of time to select what they want to watch on CTV, LG’s survey found, and are equally driven to content from their TV’s home screen as from the home screen of their favorite streaming app. This creates an opportunity to help people find content. Most viewers are also doing something on their personal device while watching, which offers shoppable TV opportunities as well as the ability to connect one’s digital and TV brands in dynamic ways. Key takeaways:
  • LG found that 93% of respondents interact with a CTV, and 80% are using some form of ad supported TV. Of them, two-thirds (63%) prefer the ad supported to the subscription model.
  • Subscription cycling is the norm with 59% of respondents saying that they are willing to cancel a subscription-based platform after finishing the content that got them to sign up.
  • The shift from SVOD to AVOD is predicted to continue: 29% of respondents are expected to remove a subscription CTV service from their household within the next 12 months, while 29% will add a free, ad supported CTV service in that same timeframe.
  • A lot of time is being spent on selecting what to watch, five minutes 42 seconds on average, their survey found, between when the screen is turned on and when a piece of content is selected.
  • People discover content equally between the home screen (40%) and the homepage of a specific app (40%).
  • LG also found that 96% are media multi-tasking while they watch TV, usually with a mobile device or laptop. Of these, 48% are engaging with social media, 46% are gaming and 42% are shopping.
  • Shoppable TV is the future: 53% of respondents said they wished all TV ads had a quick option to buy the product, 51% said they wished they could shop using their CTV and 63% said they wished they could see their local store’s inventory on their TV. Twenty-nine percent had even purchased something through their TV before.
  • Of likely voters, 65% prefer streaming to linear TV, and 82% of those streaming with ads are open to political ads outside of political content.

Download Presentation

Member Only Access

If You Stream It, They Will Come: Marketing Through Streaming Platforms

  • MSI

Livestreaming platforms and social shopping in general have grown into marketing channels that can be very lucrative for several different categories. However, livestreaming stands apart from “normal” social media in the fact that influencers are less reliant on corporate sponsors, as they have their own customer base that they rely on. So, how can marketers be successful within these channels? This Marketing Science Institute (MSI) working paper illustrates what forces are at play with livestreaming and how to balance them for the benefit of all parties.

Member Only Access

New Insights on Attitudes about Privacy

The findings of the ARF’s Sixth Annual (2023) Privacy Study have just been released. It reveals changes in many consumers’ attitudes and awareness of privacy regulations and practices.     

Read more »

Gaming Growth

Strong growth is predicted for gaming – both for revenue from purchases and from advertising. Mobile (“Social/Casual”) is driving nearly all of the growth. Read more »

The 6th Annual Privacy Study

One of the ARF’s most popular reports for membership and the press, the 6th Annual Privacy Study has now been released. The study surveyed 1,329 American consumers in the spring of 2023 on a Qualtrics online sample and platform. The report contains perennial questions regarding device usage, trust in institutions and how well privacy terms are understood. Last and this year’s versions also investigated what changes in information the public is willing to share and under what circumstances they are willing to share it. A new aspect to this year’s study is that it contains longitudinal findings across all six years.

Member Only Access