Mark Slade

Is CTV living up to advertising's rich heritage? Great conversation today on the evolution of TV and the role CTV is playing at VideoWeek Roadmap from industry leaders like Helen Keelan of LG Ad Solutions, Emma Newman of PubMatic, Lindsey Clay of Thinkbox and David Evans of NBCUniversal. Key takeaways: 🔹 While the industry may over-complicate CTV, for viewers, it's simply "TV," regardless of delivery. 🔹 TV's power as a brand builder endures, with big brand moments continuing to resonate. 🔹New, interactive ad opportunities are paving the way for emerging advertisers and targeted, outcome-driven campaigns. Thanks for having us VideoWeek! #VWRoadmap24 #VWRoadmap #Video #CTV #Advertising

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Want to measure the effect your Streaming TV campaign has in driving new to brand sales? Easily surface Assisted NTB conversions, Assisted NTB sales, and NTB ROAS to understand the true impact your STV campaigns have on driving new to brand customers 🍒

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As CTV viewership is thriving, this is causing a problem (albeit a good one) on how to effectively reach consumers wherever they are streaming. 60% of people in the UK have up to three streaming services (The Trade Desk CTV Report 2024), whilst the proliferation and ease of access of AVOD and FAST services is ever increasing viewing opportunities - for example LG Channels saw a 120% increase in monthly average users (LG Ad Solutions The Big Shift: (Wave II)). Just as viewers are spoilt for choice, as marketers we’re spoilt for opportunities to reach them. We're being hampered though due to the fragmented nature of activating in different environments, which in turn limits aggregated addressability. SVOD subscriptions are in ~20mm households in the UK, with a lot of discussion around the big players, but their ad-tier household penetration still has some way to go: Netflix’s ad-tier is just shy of 10%, whilst Disney+ is less than 3% (Barb Audiences Establishment Survey Q2 2024). Prime nailed their ads-by-default approach with little kickback (probably due to minimal ads for the time being and the wider Amazon offering), but consumers do not stick with just one platform. These still require being bought in silo even via DSP activations. For CTV campaigns to scale, a multitude of partners across the ecosystem need to be part of the media plan to ensure your target audiences can be reached effectively and at scale. To do this, you need to work with a partner that has the ability to plan, activate, and measure across multiple partners in a seamless, aggregated manner to maximise scale. This comes in three parts: data, technology, and insights. I’ll comment in a future post on how we’re doing this at Azerion UK, but if you want to know more beforehand, drop me a message and I’ll share how. #tv #ctv #streaming #bvod #avod #fast #svod #adtech #programmatic #ott

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LoopMe CEO & Founder Stephen Upstone shares his insights with Mobile Marketing Magazine, explaining why many of the discussions at Cannes this year will revolve around how best to learn about and utilise AI quickly in order to remain competitive: https://hubs.li/Q02BRz780 #canneslions #adindustry #advertising

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This is big news, both for the CTV programmatic supply-demand ecosystem, but also for how various players might look to increase their own monetisation opportunities. Walled gardens continue to dominate the ad inventory space, and CTV ads are going the same way with even more fragmentation. It'll be fascinating to watch how The Trade Desk will collaborate and compete with it's frenemies once their TV OS formally debuts in the market. #TTD #CTVads #TVOS #Google #Roku #programmatic #Amazon #Tizen #WebOS

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In this excerpt from our new TVREV report on Retail Media and CTV, written with Michael Shields we look at why exactly advertisers like retail media—what’s in it for them? https://lnkd.in/eVtEGVuk

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A look at the latest AA/WARC report (full & sample report links in the comment): 𝐔𝐊 𝐐𝟐 𝐚𝐝𝐬𝐩𝐞𝐧𝐝 𝐬𝐭𝐫𝐨𝐧𝐠𝐞𝐫 𝐭𝐡𝐚𝐧 𝐞𝐱𝐩𝐞𝐜𝐭𝐞𝐝 https://lnkd.in/ebYey3qU UK advertising recorded £10bn spend during the second quarter of 2024, marking a 13.4% year-on-year increase, according to the latest Advertising Association/WARC Expenditure Report. 📈 UK advertising spend is currently expected to register annual growth ahead of key European markets, such as France (8.0%), Spain (5.7%), Italy (5.4%) and Germany (4.0%) in current prices. 📈 Online formats including search and social media continued to register strong growth. 📈 Meanwhile, TV saw its best performance in over two years. 📈 IAB UK data revealed that mobile spend grew almost three times the rate of non-mobile spend, at 22%. Read a summary piece here: https://lnkd.in/eCnhc8q5

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As the advertising industry confronts its environmental impact, our Head of Enterprise UK, Alex Cheeseman leads the conversation towards meaningful change. Read more on Creativepool to understand the evolution and future directions of #SustainableAdvertising.

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Charlie Horner of SBC News sits down with Ebbe Groes, CEO of EveryMatrix following their acquisition of FSB Technology in July this year 🤝 Groes discusses the strategy behind the deal, how this and the previous acquisitions of #LeapBit and #DeepCI have shaped the company's history, their M&A strategy, and what the acquisition of FSB means for OddsMatrix Key quotes 🔑 🗣 We identified FSB towards the end of last year and were in various negotiations since then. The core rationale is to take the union of both these companies and produce something even better than each of us has done as standalone businesses 🗣 These deals have enabled us to grow in both sports and affiliate marketing, strengthening our offering, scaling both business units and adding even more unique firepower to our modular B2B software 🗣 We’re looking to invest into the future of the company through M&A 🗣 We can have different motives and past acquisitions show this. DeepCI was very product driven. FSB, on the other hand, is a market driven deal 🗣 M&A in igaming must be viewed differently between B2C and B2B igaming 🗣 M&A and consolidation may have slowed down compared to say five years ago, but there is an increasing amount of innovation in this sector and many more startups and disruptors Full story 👇 packed with insight

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#TheFutureOfTV remains TV, but with innovative delivery and monetization methods. It's not about cheapening the experience or earning less due to poor technology. #FAST and #FASTChannels need a new format to manage losses, but audiences demand quality. The future lies in maintaining traditional TV routes while leveraging PMP #AdTech to boost advertising and revenue, reaching 10x more devices. Let's stop reinventing TV to fix programmatic issues that harm content studios and broadcasters. Instead, let's uphold the #GoldStandard and keep it simple. #futureoftv #contentisking #broadcasting #streamingmedia #streamingtv #ctv

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I was at Videoweek and CTV/broadcast ad payload was a big discussion point. From a personal consumer perspective this is no surprise. We play a game when watching CTV with the kids which is 'can we spot a new ad?' because as we all know, frequency capping is broken. It also generates a significant amount of irritation with the kids generally booing as the content flow is broken by an ad in the wrong place. I've found myself explaining to the kids as the resident 'ad tech expert' why they have to sit through the same ad again and again and why the ad break timing is wonky. Fun times and maybe not surprising to know this causes a certain amount of eye rolling with them and 'signs' behind my back. It would seem from this study that consumers feel the same way as my family. The same debate on payload has been had in the publishing industry between editorial and commercial and in most cases commercial has won. Which is why we have a broken UX on many popular sites. The UK TV ad experience has long been the gold standard. Big screens, great content, and good* ads. That’s why it delivers such strong returns for advertisers. But as linear audiences shrink and budgets pour into the walled gardens, the pressure to “go digital” increases. The danger is that we could end up with an experience akin to “Tokyo at midnight”—cluttered, overwhelming, and ultimately ineffective. So, What’s the Fix? If commercial pressure leads to gradual degradation of the user experience, it might not show up in short-term metrics. But over time, as viewers switch off and ROI diminishes, the damage will become clear. By then, it’s too late. It is still early days for CTV and work is going on behind the scenes to improve the experience. The debate in publishing has rumbled around many times about a 'less is more' experience. Bigger ads and lower payload = everyone wins. Putting aside fixing frequency capping there are other opportunities to get it right. Two thoughts with my DAIVID 🦩 measurement hat on are: 1) Congruence between content and ads. We're already seeing broadcasters profile the emotions in the content which is a great start - what happens when you bring this together with the emotions in the ads. A better experience for the consumer and improved KPIs for the advertiser. 2) Measurement frameworks that track not just short-term performance but long-term viewer attention and engagement. By understanding how ad load, ad types and frequency impacts the consumer experience and advertising effectiveness- ideally with access to sales data - to get to the optimum balance. *I know this is debatable and I often discuss ads with my kids because many times they are completely confused as to the point of the ad - especially fragrance ads. This BTW is a bad thing as confusion has a significant negative impact on advertising performance. That is a conversation for another day.

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Samba TV just announced the acquisition of Semasio, a global provider of #contextualAdvertising and audience data solutions. This move integrates Semasio's semantic analysis of the Web with Samba's AI analysis of the streaming video universe, creating a cross-platform contextual targeting platform with massive global scale. With Samba AI, we can now analyze in near real-time: 2.5 billion web pages and 55 million CTV videos from thousands of sites and streaming apps, all without the need for user data or IDs. Exciting times ahead for the #openInternet! For data owners who wish to activate data through biddable media, we will preserve and expand Semasio's reach and capabilities to distribute data globally into every major DSP, SSP and Walled Garden. Huge win for data controllers who are finding it increasingly hard to monetize transparently and with true privacy compliance. https://lnkd.in/gJC5rxBx

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As the tracking signals that have fuelled programmatic advertising begin to dry up, there's an opportunity for two worlds to collide – telecoms and digital advertising. Digital advertising needs a new, private way to serve relevant messages to web visitors, and telcos need to monetise more of their data to survive and thrive. But entering a new service vertical isn't as simple as flicking a switch. There's infrastructure to consider, and regulation, and issues of data privacy and control. Novatiq lay out some key considerations and strategies for telcos in our latest blog post. Hit the ground running by learning from the experiences of others in the industry. Read more - https://lnkd.in/dfuggWyx #telco #DigitalMarketing #customerexperience #adtech #cookies #firstpartydata

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Are good times a-coming? It is interesting to see that UK ad spend grew by 9% to hit ‘new highs’ in Q1 2024. The UK advertising market grew 9% to £9.2bn during the first three months of 2024 Hmm. As Marketing spend is definately a “positive sign” and this industry is one of the “driving factors” in the UK’s economic recovery.... Is this the beginning of a turn? How is it feeling out there? Positive? Gloomy? Interesting to see if you are feeling more positive for the rest of the year? (I am) ....or is it just a blip? What are your thoughts?

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Media Marketing Compliance helped the Association of National Advertisers study the market for 'Principal' (or 'Proprietary') Media, and the results have landed. The report is incredibly thorough and provides great guidance for advertisers. While not a new phenomenon, PM is increasing dramatically and becoming a much more controversial way for Media Agencies to make extra profit at the expense of transparency into their true revenues. Advertisers should take a firm view on whether this is in their best interests.

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The answer is always #AdshelLive. But why? As Clear Channel UK's Adshel Live has now hit the 3,500 screen mark, it continues to go from strength to strength. Since its launch in 2015, the Adshel Live network has helped propel DOOH growth in the UK, offering unparalleled reach, impacts, and proximity to key retail locations across the UK — all while driving forward sustainability and social contribution, making it the one-to-many platform! The one to reach your audience – nationally reaching 36m people fortnightly, that’s 66% of the UK adult population. The one to make your message count - relevant messaging increases campaign effectiveness by up to +17%. The one to contribute back to communities – 46p in £1 of OOH revenue reinvested in local communities where we operate in. Discover more on why the answer is always Adshel Live 👇 https://okt.to/1XS0lZ #OOH #DOOH #PlatformForBrands #TheOneToMany

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Here’s a case study on how a leading automotive brand increased its conversion rate by 441% simply by optimising towards attention... Since 2013, Lumen Research has amassed a huge amount of data from our eye-tracking panel studies, and the data show that, on average, 70% of advertising is never looked at. This formula holds true: • 1,000 impressions served • 700 could have been viewed (70% viewable) • 300 are actually viewed (30% get attention) Clearly, if an ad isn’t looked at, it can’t have any impact, and if 70% of your budget is wasted, then the other 30% has to work so much harder. Lumen Research worked with a leading automotive brand to overcome that challenge by targeting their campaign towards actual human attention. Lumen curated an attentive private marketplace (PMP), which delivered high-attention ad placements while eliminating the ad placements that are viewable but not viewed from the plan. Compared to the control campaign, the attention targeting delivered: • 441% higher conversion rate • 58% lower cost per action • 218% increase in qualified visits to the website In short, the brand and Lumen partnered to turn attention into action. If you would like to know more about the science behind optimising towards attention, please drop me a note in the comments or via DM, and I will get back to you. - More case studies available on our website (link in the first comment of this post) #attention #advertising #marketing

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