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 […]
ViacomCBS is combining its three big connected digital video offerings into ViacomCBS EyeQ, which the company said will give ad buyers simplified access to large-scale audiences. EyeQ includes video from CBS Interactive, Viacom Video and Pluto TV at a time when advertisers are looking to connected TV to reach viewers with targeted advertising as young consumers are cutting the cord and turning to streaming programming.
With the incumbent OTT operating systems at impasse with Peacock and HBO Max, Google finally has its opening into the living room, LightShed Partners says.
Marketers are aware of a changing dynamic, with over half of buyers starting to move dollars out of linear and into CTV, according to the IAB. But consumers don’t necessarily see the difference in the two modes of TV delivery. According to a poll of over 1,100 Americans by Toluna and Tremor Video, 52% of people aged 18-34 and 54% of people 35-54 make no distinction between connected TV and cable or satellite TV. In other words, over half of young and middle-aged viewers simply call whatever they’re watching on their big screens “TV.”
After a day of NewFronts panels in which multiple presenters talked about consumers’ accelerated migration from linear to streaming during the pandemic, the Interactive Advertising Bureau released its annual video ad spend study, which indicates that many buyers are starting to shift some of their broadcast and cable ad spend to connected TV.
Leichtman Research Group study says fourth-fifths of households have at least one OTT-capable viewing appliance, up from 74% in 2018.
Global video advertising platform SpotX has expanded its Measurement and Attribution Suite. The offering gives advertisers the ability to accurately attribute ad spend across video channels including connected TV (CTV). SpotX says that “by uncovering valuable audience reach metrics like brand lift, incremental reach and frequency, and outcome-based measurement, advertisers can more accurately pinpoint the […]
Consumers are watching more streaming video and are starting to gravitate toward free services, according to a new study. According to Integral Ad Science’s second Streaming Wars survey, while 85% of consumers have access to a paid streaming service — Netflix is No. 1 — that’s up only 2 percentage points from IAS’s first survey.
As the streaming wars continue in 2020, advertisers have a new avenue to reach core audiences with a preference for content. Dailymotion, a Vivendi-owned video platform combining premium content and quality advertising solutions, says media buyers can now purchase premium connected television (CTV) inventory via the company’s proprietary ad platform. “In the evolving digital landscape, […]
A majority of marketers are using forms of advanced TV advertising to reach target audiences, according to a new survey for Comcast’s ad tech company FreeWheel conducted by Advertiser Perceptions. The survey of about 300 marketers and agencies found that 66% of respondents have bought advertising on over-the-top or connected TV.
A pair of veterans of the OTT platform Roku are launching a new advertising network, focusing on connected TV. The new company, called Tetra TV, will pool video inventory from more than 100 streaming video channels. Advertisers will be able to buy inventory across platforms, with Roku, Apple TV, Chromecast, Fire TV, Playstation and Xbox on board as partners.
Connected TV campaigns continue to rise in impressions and usage, thanks to broadcast content. Innovid, the video advertising platform for marketers and agencies, says 60% of all households will have connected TV in two years, up from 55% now. Broadcast content continues to produce the best overall advertising metrics.
Extreme Reach’s 3Q Video Advertising Benchmarks Report says that impressions delivered in digital videos over connected TV rose 170% year over year. Connected TV share of the ads served rose 38%, compared to 31% for mobile and 21% for desktop. Tablets, once popular, accounted for just 9% of impressions.
Advertising on connected TV is poised to nearly double this year — to $8.2 billion, according to Tru Optik. The video/data management company says it will climb to’$13.3 billion in 2019 and $20.1 billion in 2020. It was $4.7 billion a year ago.
As consumers embrace video consumed on their TV sets, but delivered through internet-connected devices, the connected TV ad market continues to follow suit. According to Videology’s data, the most popular devices running these ads are Roku boxes, video game consoles like the Xbox, the Amazon Fire TV products, followed by smart TV sets.
Over-the-top video keeps growing, largely due to connected TV users. Overall gains are coming at the expense of pay TV. eMarketer estimates there will be 193.3 million OTT users in 2017, with 168.1 million U.S. connected TV users. By way of comparison, Nielsen says there were 292.4 million users of live and time-shifted TV viewing in the first quarter of this year.