Innovid’s annual Global Benchmarks Report findings highlight connected TV’s success in reaching and engaging global audiences, reveals deeper measurement and optimization tactics.
Connected TV is expected to fuel strong growth in digital video advertising spending this year, according to a new outlook from the IAB. While digital video ad spending is seen growing 26% to $49.2 billion in 2022, CTV is expected to increase 39% to $21.2 billion. CTV spending increased 57% last year and has more than doubled between 2020 and 2022. In a survey, 76% of video buyers called CTV a “must buy” in their media planning budgets.
As the industry continues to try to solve the increasingly complicated measurement problem, YouTube and Nielsen have partnered to add co-viewing metrics to account for multiple viewers watching YouTube TV and YouTube on connected TV.
Journalists who have made the switch from traditional TV news to streaming media have found room to experiment and rewrite the rules in a medium that offers live linear and on-demand opportunities. Comparing notes during a TVNewsCheck webinar were (clockwise from upper left) Amagi’s Brian Ring, Atmosphere’s Micah Grimes, Cox Media Group’s Matthew Dominguez, AccuWeather Network’s Sarah Katt and LiveNOW from Fox’s Shareef Abul-Ela.
ATSC 3.0 infrastructure will position TV stations to not just create their own OTT platforms, but also lease a portion of their spectrum for datacasting, location services and many other new revenue possibilities. Leading experts on monetizing NextGen TV offered their predictions and blueprints at a TVNewsCheck webinar last week sponsored by LTN Global. Above, map showing ATSC 3.0 coverage at the end of 2021 from E.W. Scripps.
Even though the world began to open up and people started going outside more in 2021, consumers are still streaming more than ever before. Time spent streaming grew globally 21% year-over-year in the third quarter, and up 2% in North America. Smart TVs, like Roku, Amazon Fire TV and Vizio, are continuing to see massive gains over external connected TV devices like a Chromecast or Apple TV. After nearly doubling their market share in 2020, smart TVs were responsible for nearly all the growth among big screens in the third quarter, up 64%.
Innovid, an independent connected TV (CTV) advertising delivery and measurement platform, today announced its global technology expansion in China. The company has appointed David Chen, former Google Platforms country manager and Publicis managing director, to oversee Innovid’s presence as Executive Director, China. Innovid’s investment in China further expands the company’s global CTV and measurement footprint […]
David Bloom: The “We’ll be right back” slate is stark evidence that a streaming service or one of its distribution partners couldn’t sell a targeted ad for that particular moment. It’s a sign of failure, of wasted opportunity.
Connected TV has grown to the point where there are 55 million U.S. households that only watch CTV, according to a new study from Magnite. Those 55 million households mean that 40% of U.S. TV homes are reachable exclusively via CTV and not over the air or via traditional pay TV.
After a year of unprecedented growth in the connected TV space, the industry’s top players are flush with more users than ever. But the real battle is far from over, and connected TV platforms need to figure out the best way to keep those customers coming back.
Samba TV, a global provider of omniscreen advertising and analytics, today the introduced Samba TV’s proprietary identifier, SambaID, as part of its Samba TV Identity solution, giving marketers, publishers and platforms the ability to transact with each other using a variety of different currencies to optimize against, even in the post-cookie future. Samba TV said […]
IRIS.TV has added OTTera, a white label OTT service, to the IRIS-enabled open video data ecosystem. With this integration, OTTera streaming CTV content will be contextually segmented by a growing list of data providers including Oracle Advertising, Comscore, GumGum, ZEFR, Kerv Interactive and Advanced Contextual, with all segmentation enabled by IRIS.TV. The new partnership will […]
Sabio, a mobile data-powered CTV platform, today announced that Tim Russell will be joining the team as SVP of sales. He will be based in New York. Russell has more than 28 years of experience in the TV industry and will work toward enhancing Sabio’s CTV product in the market. Prior to joining Sabio, he […]
Over-the-top advertising has become a surprisingly important business for companies that have been stockpiling television stations. Streaming revenue is letting broadcasters, including Cox Media Group, Sinclair Broadcast Group and the NBC and Fox O&Os, claim a foothold in the technology field and create advanced advertising products for clients enamored of digital and social media.
A new Leichtman Research Group study finds the percentage of U.S. TV households connecting their TV to the internet to watch video has gone down this year, narrowly at least, to 39% from 40% in the pandemic year of 2020.
Innovid and Digiday’s State of CTV Advertising report surveyed brand marketers and agency execs to determine where industry stands in the CTV advertising picture.
Programmatic video platform Tremor Video has made the UnrulyEQ emotional and psychographic intelligence offering available to all Tremor Video clients in the U.S. and Canada. Designed to maximize audience engagement and optimize campaign performance for advertisers across connected TV (CTV) and video, this proprietary suite of data-driven audience and content testing solutions leverages a blend […]
Verizon Media and Vizio today announced a strategic partnership to deliver new cross-platform and connected TV (CTV) advertising solutions, anchored in unique TV viewership data and premium programmatic inventory access. Effective immediately, Verizon Media gains demand-side platform (DSP) access to Vizio’s Inscape viewership data from more than 18 million opted-in Vizio Smart TVs. Verizon Media will be […]
Music video network Vevo has partnered with VIDAA, a smart TV operating system (OS), to launch the Vevo app on VIDAA-powered smart TVs, including models by Hisense and Toshiba, helping grow Vevo’s connected TV and OTT footprints. The new Vevo app provides millions of Hisense and Toshiba smart TV users with access to hundreds of […]
Major TV networks are pushing brand TV advertisers to shift a significant part of their linear, live TV upfront budgets — 20% to 30% — into media company-owned connected TV platforms, according to media-buying executives. This comes a year after legacy TV-based media companies ramped up premium streaming CTV platforms, while recording sharply declining viewership on live, linear TV networks. “It is where their inventory is,” explains one veteran media agency executive.
Another CTV ad fraud scheme has hit servers in recent weeks — the second one discovered this year — with a estimated advertising cost of $5 million per month, according to DoubleVerify. This follows the ParrotTerra scheme discovered in February by DoubleVerify, estimated to have cost a much greater $30 million to $50 million in ad dollars, spoofing some 3.7 million devices.
While late to the ad game compared to the likes of Roku and Amazon, original equipment manufacturers like Vizio, Samsung and LG are hurriedly building out their advertising businesses as ad dollars flow into connected TV.
Another even larger advertising fraud scheme has been detected in the fast-growing but apparently vulnerable connected TV space. Dubbed ParrotTerra, the scam has managed to divert ad dollars by spoofing 3.7 million devices and 2.7 million IP addresses per day. DoubleVerify, a fraud monitoring service, estimates that ParrotTerra was on track to steal $30 million to $50 million.
With the CTV space growing ever more crowded, Discovery+ launched with a big bet that there’s room for “passing the day” programming on streaming. It’s banking on loyal subs to cut the cord, capturing international audiences and ad-supported tiers and commerce for the win.
Connected TV devices are proving to be a popular gift this holiday season, as Strategy Analytics is reporting that global sales of CTV devices are expected to reach record heights, largely due to both the holidays and people recovering from the impact of the COVID-19 pandemic.
Extreme Reach (ER), an asset management solution for TV and video advertising, today released the findings of its Q3 2020 Benchmarks Report, which includes ad performance data for impressions served from its AdBridge platform to connected TV (CTV), desktop, and mobile devices for July through September. Key findings from the report include: CTV leads in […]
Tru Optik, a TransUnion company, and an identity resolution provider across OTT and connected TV (CTV), is partnering with SpringServe, an ad serving platform for OTT and CTV, to bring audience targeting, measurement and attribution to connected TV publishers and broadcasters using SpringServe’s management platform. CTV buyers and sellers using SpringServe’s platform will be able […]
Ad impressions delivered by connected TV grew by 55% in the third quarter compared to the prior year, according to ad and analytics company Innovid. In its fall 2020 U.S. Video Benchmarks Report, Innovid said the CTV’s share of video ad impressions jumped to 41% in the quarter from 33% a year ago.
Political advertisers are embracing connected TV ahead of the November election more than they did during previous election cycles, but the category still represents a fraction of the overall media spending pie — and exact spend levels in CTV are hard to calculate.
Global information and insights company TransUnion has agreed to acquire data marketplace and data management platform Tru Optik. Tru Optik’s patented household graph of more than 80 million U.S. homes enables household-level identity, targeting and measurement across connected TV, smart speakers, gaming consoles and other connected devices. The companies say “Tru Optik and TransUnion’s complementary […]
Global video advertising platform SpotX says it has seen more than a 900% increase in political advertising spend across its platform of OTT and CTV channels since April 2020. The increase, it said, “represents a broader shift of viewers and advertisers toward streaming platforms.” According to Nielsen, streaming grew to more than 25% of total […]
Vizio Inc. today announced the launch of 10 Spanish-speaking channels for its millions of SmartCast viewers across America. The channels include top-rated multicultural productions from around the world and popular shows dubbed into Spanish. The new linear channels can be found under the “Vizio Free Channels” section from the SmartCast Home screen and will complement Vizio’s […]
Cheddar, the digital-first news network, is now streaming on SmartCast, Vizio’s award-winning Smart TV platform. With this launch, SmartCast users can now access Cheddar’s live linear channel for around-the-clock viewing for free directly on their Vizio televisions. Cheddar includes in-depth coverage of the business world and the biggest trending stories across, tech, innovation, business, politics, […]
Tru Optik, an identity resolution provider across OTT and connected TV (CTV), today launched a new self-service platform for streaming media and connected device audience planning. The Data Marketplace will be made available directly to brands and agencies for the first time, as well as expand the features and capabilities it already provides to the […]