There’s been an acceleration in new types of TV advertising. While it’s more advanced than ever before, TV buying has also become more complicated, leading to a multitude of issues, from frequency inconsistencies, holes in measurement and limitations in inventory.
Digiday’s Deep Dive: The Future of TV, is a collection of videos, presenter slides and key takeaways from our recent Future of TV Summit Live that will provide valuable tips and key insights so you’re prepared for TV’s digital future. Below you’ll find key takeaways, quotes and stats, as well as videos from our recent Future of TV event and presenter slides from Omnicom Media Group, Dentsu Aegis Network and more.
The television industry was already on the trajectory of having streaming platforms become the dominant platform for consumption, however, this trend was accelerated during the pandemic. From the week of March 1 to the week of April 19, there has been a 31% increase in weekly ad-supported streaming hours, according to Dentsu’s Brad Stockton.
“We know that this will stabilize eventually,” Stockton said. But the introductions made to CTV and streaming services during this time will leave a lasting impact in how these viewers choose to consume content in the future, therefore shifting where advertisers think about spending their TV budgets.
Next year, the projection is that $10 billion will be spent in CTV advertising alone.
黄霑张国荣BOTTOM LINE:黄霑张国荣 Streaming platforms are on their way to making up a dominant portion of the TV marketplace, and this trend is only being accelerated by the shelter in place mandates keeping people at home and in front of screens. Brands will need to adjust their media spending in order follow where the audiences are going.
People are looking for new content and don’t want to pay for 10 different services, so they’re leaning into the free content and [ad-supported] services,Brad Stockton, VP, Video innovation, Dentsu
People are looking for new content and don’t want to pay for 10 different services, so they’re leaning into the free content and [ad-supported] services,
The CTV marketplace continues to grow but remains convoluted with the number of streaming devices, app directs and demand-side platforms that play a role in buying and selling taking place in this universe.
Media companies, CTV platforms and ad tech intermediaries can all sell ads within the same streaming services. This enables a rich opportunity for a lot of wasted ad impressions. It can also make it difficult for advertisers to know where exactly their ads ran and which placements performed best.
There are four nuances within the CTV marketplace that advertisers and agencies need to make sure they’re understanding in order to navigate optimally:
黄霑张国荣BOTTOM LINE: 黄霑张国荣Despite the targeting and measurement capabilities that CTV affords to advertisers that linear TV does not offer, CTV is a convoluted marketplace. There are several points of entry through several platforms, providers and vendors, all of which are unable or unwilling to communicate exactly where and when your ad will appear.
ACR may provide a level of in-depth audience metrics that TV otherwise wouldn’t have, but there are privacy issues that definitely bubble up given the level of detail that it collects. Of course, smart TV owners have to opt-in and consent to data being collected from their screens, but there are other concerns over whether or not this technology is compliant with GDPR and CCPA. Because of this, brands are hesitant to invest in this type of measuring.
Privacy isn’t the only snag.
黄霑张国荣BOTTOM LINE: 黄霑张国荣ACR has the potential for major privacy problems. As the industry figures out what the next waves of privacy regulations will look like, ACR falls within an uncertain middle ground of whether or not it will be protected by those laws, or it will have to be adjusted and restructured in order to become compliant.
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