Eric Belth

✅🖥️ AdExchanger (6/28): “AdExchanger: What about digital-native brands that want to treat streaming TV like a performance marketing channel? Gartner: Competent performance marketers are starting to embrace streaming, including using it to compare incrementality with the rest of their buys. Their dollars are helping contribute to the maturation of the market. At the same time, there’s a big difference between CTV and over-the-top (OTT). Because OTT encompasses devices other than television sets, like phones and desktops, there’s more signal and attribution there that’ll attract direct response advertisers. People still don’t interrupt their TV viewing sessions very often to go and buy things, but when they do, it’s much more likely to happen on a personal device, not a TV screen. AdExchanger: What streaming trends will dominate for the remainder of the year? Gartner: The digital-native platforms are taking control of connected TV – and it’s not just the new entrants to ad-supported streaming, like Netflix and Prime Video. YouTube’s grip continues to tighten on the CTV market. TV programmers and digital platforms will continue to compete for streaming ad dollars by trying to differentiate themselves. Ad load is an especially big question streamers are trying to tackle right now.” ⬇️ #streaming #ctv #ott #upfronts #avod #fast

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✅🖥️ WSJ (7/19): “The streaming company added 8.05MM subs in Q2, compared with 5.89MM net new subs during the same period a year earlier. It expects new customer additions to be lower in the current quarter than the same period last year, when it began limiting password sharing in earnest. Revenue rose nearly 17% year over year to $9.56B in the second quarter, beating the company’s projections. Netflix raised its revenue growth forecast for 2024 to 14% to 15%, up from 13% to 15%. The strong performance is a sign that Netflix’s efforts to change its plan pricing and lineup, limit password sharing and expand the advertising tier of its service are bearing fruit. Netflix continues to lead the pack in streaming as entertainment companies such as Disney and WBD try to balance a decline in revenue and viewership of their traditional TV businesses while investing more in their streaming platforms. It ended the second quarter with 277.65MM customers globally. Netflix on Thursday said it would begin phasing out its lowest-cost, ad-free $11.99 a month basic plan in the U.S. and France. The company made similar moves in Canada and the U.K earlier this year. More than 45% of all sign-ups in countries in which the ad tier is available come from that plan, the company said.In May, the ad-supported plan had 40MM global MAUs, up from 5MM a year ago.” ⬇️ #streamingtv #ctv #ott #avod #svod #upfronts https://lnkd.in/e9su2saE

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Is your media measurement all grown up? 🌱 Take LiveRamp's quick 5-minute assessment to find out where your strategy stands—and unlock tips that’ll help you boost ROAS, engage your audience, and fill in the gaps.https://https://lnkd.in/gafZavdi

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Data, data, data! With Atlanta being recognized as a sports epicenter, using data to target sports fans has never been more valuable combined with OOH. Like peas and carrots! #Advertising #outofhome #atlanta #data #mobilesolutions

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Earlier this week, The Wall Street Journal wrote about how Television Advertising has lost its relevance - but I think they're misreading signals. Television advertising remains incredibly powerful - 60% of consumers in our most recent AD.VANTAGE study told us TV ads helped them make purchase decisions - outpacing all other forms of advertising. The problem? Brands and marketers have stopped knocking each other over to BUY television ads - we need to SELL them again - and most sales teams aren't set up to, you know..... sell. More details and some proposed solutions in our blog at Magid.com - or shoot me a note and let's chat about how to accelerate demand for your sales teams. #broadcastsales #salesstrategy #GTM #leadgen #aitools #aisalestools #aimarketing

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What’s the key to unlocking retail media’s full potential? Alignment on measurement models. Dive into the IAB Connected Commerce Summit replay to explore game-changing insights from LiveRamp. Replay available now: https://lnkd.in/d4BnW7uX

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✅🖥️ DIGIDAY (Podcast; 7/16): “Tubi is having a good run. As of May, the free, ad-supported streaming service was taking 1.8% of monthly television viewing across streaming platforms, tying with Disney+ and beating Max, Paramount+ and Peacock, according to Nielsen Gauge. It could be considered a win in the streaming wars. Tubi, though, doesn’t consider itself to be part of said wars, according to ​​Tubi CMO Nicole Parlapiano. “We are in a category of our own in that way. A lot of people like to put us in the same grouping with the other free streamers. But our product experience is so different because the Roku and Pluto [platforms], all the linear, FAST channels, it’s not really VOD viewing.” the CMO said. “Then the other comparisons are being drawn to the other ad-supported tiers. At Amazon and Netflix, people are still paying to watch ads, but it is also very different. I’ve seen the streaming war. Some people are winning and some people, it’s been a rough go. It’s been hard on the industry as a whole. We have a lot of empathy for everybody. There’s certain things, like people getting into the ad-supported game that are actually good for the whole business because dollars need to shift out of certain channels and into streaming.” ⬇️ #streamingtv #ctv #ott #cordcutting #avod #smartTV https://lnkd.in/g_HBXkQx

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✅🖥️ Nielsen Gauge (8/20): “July also ushered in the beginning of the Summer Olympics in Paris, and despite only three days of coverage included in the July Gauge report, the impact the Games had on TV viewing was evident. Total TV usage was up 2.3% in July compared to the previous month, and up 3.5% compared to July 2023. Broadcast viewing increased slightly this month to 20.3% of TV, but was up 5% compared to a year ago. The category also finished 0.3 points higher than July 2023 when it recorded its lowest share ever (20.0% of TV). When TV usage is isolated by week, the start of Olympics coverage in the final week of July pushed the broadcast average up to over 22% of total TV. This is further emphasized by the fact that the NBCU Olympics coverage accounted for the top five, and seven of the top 10, broadcast telecasts in the July report, with the largest audience averaging 19MM viewers on NBC on Sunday, July 28. Peacock’s coverage of the Olympics vaulted the streamer to 1.5% of TV (+0.3 pt.) and its second best share of TV ever (behind 1.6% in Jan. 2024). Also boosted by viewing to Love Island USA, Peacock’s 33% monthly usage increase in July was the largest for any streaming platform in The Gauge. It was followed by two more streamers with double-digit monthly increases: Amazon Prime Video viewing was up 12% from June to notch 3.4% of TV (+0.3 pt.), its best since November 2023. The Roku Channel was up 10% and added 0.1 point to achieve a platform best 1.6% of TV.” ⬇️ #streamingtv #olympics #ctv #ott #fast #avod #svod https://lnkd.in/gcaKjZeZ

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The latest COMvergence ranking underscores GroupM's continued dominance, with $62.6B in total global billings in 2023. Three of GroupM's agencies ranked among the top 5 global agency networks. EssenceMediacom led the way with $24.5B in global client billings for 2023, followed by Mindshare and Wavemaker. T&Pm was recorded as having the highest growth rate of any large group agency, with 13.4% growth. Learn more about GroupM's COMvergence rankings & market shares: https://lnkd.in/eyyip4b5

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Marketing today can feel like navigating a maze with hidden traps like privacy laws and cookie loss. But what if you had a guide to show you the way? LiveRamp’s eBook “Demystifying Match Rates: Getting to What Really Matters” covers what you need to know to navigate the digital landscape: - Maximize your ad spend - Understand essential metrics beyond just match rates - Ask the right questions to evaluate data collaboration partners

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✅🖥️ Mediapost (7/2): “The slow-moving marketplace was expected to some extent. This was accelerated by declines in overall legacy TV gross rating points -- and further complicated by streaming platforms' CPMs dropping like a stone due to the inclusion of Amazon Prime Video adding an ad-supported option that tossed big ad inventory supplies into the marketplace. A smaller contribution of new streaming ad inventory will come from Disney+ and Netflix adding in streaming advertising inventory to the overall marketplace. Still, some analysts expect scatter to play a major role in the 2024-25 TV season that traditionally starts in the third week in September. (One analyst) estimates the linear TV advertising scatter market for next season will barely change -- estimated to be $20.68B versus $20.48B for the 2023-24 TV season. At the same time, streaming scatter revenue will decline -- to $10.14B from $10.64B. The big winner? Streaming inventory sold in the upfront. It is poised for growth to $18.61B, rising dramatically from $13.55B. In line with viewing share that continues to rise, brands will boost their upfront streaming advertising coffers right now.” ⬇️ #streamingtv #ctvadvertising #upfronts #ott #avod #smarttv https://lnkd.in/eyMjgqJU

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🚀 Exciting insights from Amy, emphasizing the role of data & AI in retail media and how it enhances shopping experiences with real-time personalization. Merging commerce and media has become crucial with AI at the forefront of creating personalized consumer interactions. More insights in the full link to the content below! 💡 #RetailMedia #DataDriven #AI #Personalization #Commerce

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✅🖥️ Reuters (11/21): “The agreement includes an expansion of their platform marketing arrangement, reportedly valued at over $1.5B across 4-years, according to Deadline. The new deal builds upon both firms' partnership spanning more than two years, opens new tab, a period that saw a surge in consumer interest in streaming platforms, prompting traditional television companies to look for partners to house their shows and movies. Under the terms of the new agreement, Fox's prime-time entertainment programming — including "The Masked Singer", "The Simpsons", and "Family Guy" — will continue to stream on Hulu a day after the telecast. business. Fox is also enjoying strong growth with its own streaming business Tubi, an ad-based platform which the company expects to cross the $1B revenue mark in this fiscal year. The deal also includes a renewal of an agreement that allows Hulu to stream out-of-season episodes of a number of Fox's unscripted programs.” ⬇️ #streaming #syndication #ctv #ott #fast #tvos #avod https://lnkd.in/eWZx9i3U

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Instacart and NBCUniversal’s new partnership connects CPG with Streaming and has the potential to change retail. NBCUniversal and Instacart are broadening their existing collaboration to introduce a fresh retail media avenue, allowing Instacart’s CPG advertisers to interact with viewers through NBCU’s streaming and linear TV content. In late 2023, the two companies united to incorporate NBCU’s Peacock streaming platform into the Instacart+ membership package. Now, advertisers gain access to engage consumers through NBCUniversal’s content and analyze campaign effectiveness by leveraging ad exposure and purchase data from Instacart. Tim Castelli, VP of Global Advertising Sales at Instacart, highlighted the forthcoming capability for NBCUniversal advertisers to utilize Instacart’s first-party audience data to enrich their streaming campaigns and validate their impact through closed-loop measurement. This seamless integration presents a mutually beneficial scenario for consumers and brands alike, enabling viewers to encounter a CPG ad on streaming platforms and have the product delivered within an hour via Instacart. The rollout of this offering is slated for Q2 on the streaming service, with plans to extend to linear programming. With this collaboration, CPG brands can engage with the next wave of grocery shoppers in an immersive setting. This initiative aligns with a broader trend among established retail media players such as Instacart, aiming to integrate their first-party shopper data into third-party advertising environments. https://lnkd.in/g9rcxrVJ #digitalmarketing #retail #firstpartydata #CPG #advertising #OTT

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✅🖥️ AdAge (5/20): “Buyers largely said this year’s presentations felt like a return to form for the TV upfronts, with a heavy focus on upcoming content and exclusive previews, compared to two years in which programming slates were uncertain due to the pandemic and Hollywood strikes. “It was nice to see the focus return to content, which reminded me of the old-school upfront days where new programming was the core of the presentations,” said a second media buyer. Six of the 11 surveyed buyers noted the focus on content as the top trend of the week, particularly as a primary bargaining tool for media companies trying to differentiate themselves from the crowded pack of presentations. This took shape in different ways for various media players: Amazon debuted numerous scripted series and game shows coming to Prime Video and breezed through its valuable sports content, including “Thursday Night Football” and the WNBA. Advertisers have previously wondered whether Prime Video will have a consistent output of originals to make the most of its ad-supported scale in streaming, and its upfront seemed an effort to dispel any questions. And while Netflix is known for its entertainment content, it gave attention to its new sports assets. The streamer announced exclusive NFL games streaming on Christmas Day in 2024, 2025 and 2026, and played up its upcoming WWE Raw matches streaming live every week in 2025. “Each company rolled out more and more originals that can only be seen on their platforms,” said a third buyer. “If we’ve learned anything from this week, it’s that we are almost circling back to the need for a basic cable subscription after you add up all the prices of what you pay to these streaming services.” ⬇️ #streamingtv #ctvadvertising #newfronts #upfronts https://lnkd.in/eKYGDPQy

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What are you doing on Wednesday 🗓️ ? How familiar are you with Retail Media Networks? They are one of the fastest growing channels in digital advertising and almost no one has a bigger reach than Walmart, offering access to hundreds of millions of weekly customers. Join us on Nov 20 at 11 AM PST to hear from Harry Clayman, Head of Ad Partnerships, Walmart Connect, and Canon Mikho, Head of Marketing Analytics, Improvado (Registration link in first comment) and learn about: • What modern retail advertising platforms can offer to run laser-focused, effective campaigns for high-intent audiences. • How to automate retail ad data workflows and use the data to ensure consistent campaign performance and guideline compliance — minimize budget waste and increase ROAS. • Get a Marketing Data Quality Audit from Improvado to see how prepared you are to take advantage of RMNs.

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Excited to share our CEO Jason Fairchild's latest insights on what we’re calling TV 2.0 – a transformation that’s changing how brands approach TV advertising! With TV 2.0, advertisers can truly have it all: they can target traditional TV reach and frequency, or leverage CTV to drive advanced outcomes like store visits, online searches, and even conversions. Check out Jason’s article on TV 2.0 below, and feel free to reach out if you’d like to explore what this new era of TV can mean for your brand.

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✅🖥️ AdExchanger Interview: Vevo (12/6): “AX: Some have argued that all video – not just streaming and linear, but also social – should be thought of similarly. Do you agree? Vevo: I lean more toward yes than I ever have before. The next question, then, is what do you pay for it? What do you sell it for? Depending on where the impressions are, it’s always going to be supply and demand. I heard many cases during this year’s upfronts of advertisers that previously spent large volumes on mid-tier to long-tail cable are starting to replace those GRPs and rating points within social because the price point is very similar. And why is that? Because there’s an ocean of availability within the social platforms. But only the top 1% to 5% of that traffic is premium. AX: What’s holding brands back from investing more in social? Vevo: Transparency is an issue. The environments are so big, and brands still require, as they should, control of the content they’re adjacent to. I think you’ll start to see more YouTube Select or Google Preferred models, where platforms lean more on their best content partners to maximize price, yield and brand safety. AX: Do you anticipate social platforms will start to cooperate more on the transparency front? Vevo: It’s really hard to grow without getting smarter about how you organize your impressions and who you let help you. Look at YouTube, which generated $31 billion in ad revenue last year. Even they have publicly started to remove some of the friction points and play nicer in the sandbox, letting partners like us represent our own inventory and our content, but still giving advertisers credit toward their YouTube commitment. That’s one example that makes me want to answer your question with “yes.” “ ⬇️ #socialmedia #tv3point0 #ctv #ott #upfronts #music

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Addressable TV Is a Must-Buy. With adoption surging to over 50% of advertisers—up from just 35% last year—addressable TV is no longer a "test budget" tactic. In the article below, industry leaders share insights on the rise of addressable and its benefits to advertisers. Representing 75% of U.S. Addressable households, Ampersand should be your first call when entering the world of addressable. We can't wait to hear from you. https://bit.ly/416yPtv #MovingTVForward #AddressableTV #TVAdvertising #AdTech

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