Pooja Midha

We're seeing a steady increase in the number of consumers and advertisers gravitating toward CTV and streaming. It's the fastest-growing advertising channel right now and is expected to reach $30.1 billion in spending this year. To succeed during this shift, advertisers will need to leverage their first-party data, focus on smart buying practices through premium channels, and embrace sound measurement solutions. #Advertising #DigitalAdvertising #CTV

7

Today's report from Madison and Wall on IPG's results contains an interesting comment. Noting that IPG is behind Omnicom and Publicis in principal-based trading (aka Inventory or Proprietary Media), M&W states the following: "...because essentially all large clients by now accept that their agencies participate in these activities, additional growth opportunities will surely follow". Brian Wieser, CFA and his team are nearly always on the money but this time I'm not sure they are right. It is possible that all large clients know that their agency groups do this, but this is not the same as agreeing to do it. There are big advertisers who don't agree with the principle and practice of principal -based trading and do not allow it. The recent study by Association of National Advertisers showed that understanding of it is far from universal (although this wasn't only 'large' advertisers). Principal-based trading delivers very little advantage to advertisers compared to the benefits to the agency groups, and advertisers need to jump through many hoops if they agree to it but with limited upside. It is interesting that Publicis and WPP have engaged in trading blows over their reliance on this. It is far from certain that Principal-based media is the panacea it appears to be for the big groups. Steve Boehler

34

12 Comments

✅🖥️ 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

7

As viewer habits continue to shift on Connected TV (CTV), advertisers must do everything to not fall behind. Streaming services now account for 41.4% of TV viewing, meaning there’s a significant opportunity to rethink marketing and ad strategies in this space. Balancing ad load is a necessity. While a slight decrease in ads per hour is encouraging, it’s important to avoid overwhelming viewers. With viewing sessions increasing nearly 7% year-over-year, this is a prime opportunity for brands to engage audiences more effectively. Transitioning budgets from linear to CTV is not just strategic but necessary. #CTV #Advertising #MarketingStrategy #ViewerEngagement #Marketing

5

Why should political buyers warm up to CTV this season? Magnite's Head of Political Demand Erik Brydges spoke to AdExchanger about how political buyers are effectively using programmatic and ACR data.

2

75% of marketers are still relying on cookies to run their campaigns. However, the cookie-less future is coming, and it's coming fast. The general consensus among industry leaders is that there won't be a dominant replacement for a while, meaning marketers should experiment with a variety of alternatives, such as contextual and location-based advertising and person-level graphs. #Cookies #DataPrivacy #FutureOfMarketing

1

Measurement remains a paramount concern for CMOs in the back half of 2024. A recent WARC survey underscores this sentiment, revealing that 78% of CMOs are prioritizing better measurement frameworks to enhance decision-making and prove ROI. Verizon Value CMO Cheryl Gresham’s commentary in Ad Age underlines these findings, emphasizing the need for robust outcomes measurement to drive ad effectiveness. Understanding the true impact of your marketing efforts is more critical than ever in today's complex TV environment. Outcomes deliver tangible results, empowering Fortune 500 CMOs like Cheryl to make informed, strategic decisions that align their organizations. Effective outcomes measurement isn’t just about proving value – it’s about shaping future strategies with confidence. Great read from Adrianne Pasquarelli. https://lnkd.in/eaKPZ53t #CMO #measurement #outcomes

27

1 Comment

When discussing digital with folks in media the most common question always asked is "where do we focus?" Everybody is in the same boat. We're all dealing with limited time, limited people and limited (or non-existent) budgets. Yet, at the same time, the media universe is requiring us to do more than we ever have, create more than we ever have and be everywhere all at once. So when it comes to "where do we focus", there is no easy answer. But, I think the most helpful step to take is to better understand all of the areas that are requiring your attention. Instead of just throwing spaghetti at a wall (or in this case, a dozen different walls) and hoping it sticks, take a pause, back up and begin categorizing each area into buckets of "what does this do for me"? For instance, before you go hard on YouTube ask yourself why you are doing it. YouTube is a fantastic discovery tool, possibly the best in the world. However, is it really a good thing if you move your audience from platforms you control to a platform you don't control? Think about the flow of user discovery and consumption. Think about how you can take advantage of these platforms to lure users into your "area of control", also known as the area that you can best monetize. If you spend too much time focusing on building audiences in platforms you don't control and those audiences only consume you in those places, that is ultimately going to be a losing strategy. But seeing those platforms for what they are - fantastic awareness and marketing tools - and utilizing them the right way will be crucial to your longterm success. 1. Build awareness 2. Convert discovery into customers by promoting your areas of control 3. Nurture your customers by creating meaningful relationships with them. Provide value to their lives. Establish community. I know this doesn't answer the question of "where to focus", but it can save you wasted effort and slow the game down to a bit more manageable level. #media #radio #television #broadcasting #podcasting #socialmedia

15

5 Comments

One of my favorite recent articles from the amazing Kiri Masters. In 2025, retail media networks will shift gears, moving beyond mere existence with an upcoming “charm offensive” that will prioritize user experience, emphasizing value and innovation in ad offerings instead of relying solely on their platform reach. Plus, B2B has entered the Retail Media realm. As competition intensifies, retailers will aim to attract higher ad spend by fostering brand loyalty and refining measurement strategies. Expect a year of fierce competition and strategic partnerships as retail media networks evolve to stand out in a saturated digital landscape. https://lnkd.in/eUr9zt2h

17

3 Comments

"Underestimate small business owners at your peril." Small businesses are our most creative, most curious and most innovative partners with a simple request - make it easier to aggregate audiences so we can focus on driving results. In other words, "Is it simple? Does it work?" Enjoyed talking with Michael Shields about how Spectrum Reach harnesses media chaos every day, in every market, with every customer. In a short period of time, we covered a wide range of topics: simplifying fragmentation, demystifying advertising creative, safely leveraging data sets and defining attribution based on what matter most to each customer. Thank you Blockgraph the opportunity and for your continued partnership.

28

2 Comments

✅🖥️ AdExchanger (6/3): “Seedtag was mainly attracted to Beachfront’s SSP direct integrations with TV and streaming publishers, which is something that Seedtag doesn’t have much of. These publishers will attract new demand and more scale for Seedtag’s contextual ad products. Seedtag entered the US market in 2022. But it wasn’t until earlier this year that it launched its first CTV-focused contextual ad product that allows advertisers to apply contextual targeting signals to their streaming buys. More advertisers are now looking for addressable alternatives in light of signal loss and privacy concerns, which, in turn, is driving more interest in streaming ad products. Hence Seedtag’s decision to buy rather than build in order to capture that growing demand. Beachfront operates both a video-focused supply-side platform and ad server.” ⬇️ #streamingtv #ssp #dsp #ctvadvertising #spo https://lnkd.in/evvUE4hY

7

The lines between linear and streaming TV have blurred, but ad sales haven’t caught up. It’s time to change that. As a recent article from TVREV wisely points out, consumers don’t differentiate between linear and streaming. They see “TV.” The industry ought to follow suit. A standardized solution that categorizes content rather than channel will help to deliver a more consistent, streamlined experience for advertisers, agencies, publishers AND consumers. A more uniform delivery ecosystem, like the one we provide at XR, opens the door for a common framework of ad identification such as AD-ID, LLC, which can mitigate critical pain points like cross screen measurement and ad collision. Read more: https://bit.ly/4cXwap6 XR Extreme Reach #AdID #Linear #Streaming #Measurement #Advertising

102

Soft upfront market in line with ratings erosion and continued shift to digital/programmatic which is forecasted to be 4.9%-6% higher YOY. Will be interesting to see 1) Megatech + Media guide during earnings later this month 2) Ad forecasts pricing in future rate cuts and 3) Scattermarket competitiveness post election. Think moving into 2025 flexibility will be key combined with finding the right balance between mass media 1 to many and targeted tactics 1 to1. #advertising #programmatic #ctv #tv https://lnkd.in/eZiagKcN

10

✅🖥️ New York Times (6/22): “Streaming has long been hailed as a promising business, because companies like Netflix can add additional subscribers at little extra cost. The more paying subs a service has, the more the company’s costs can be spread out over a large base, lowering the cost per sub. But those want lots of options, and the costs of making enough programming can be enormous. As a result, a streaming service’s profitability depends in large part on how many paying subs are needed before those TV shows and movies become cost-effective. There was a time when industry execs hoped that number might be as low as 100MM. But now the consensus among many of the executives interviewed is that the number is at least 200, and possibly more. “If you’re going to be a full entertainment service with live sports and tent-pole blockbusters today, 200MM is a number that can give you the scale with the hope for growth over time,” Amazon (execs have) said. Bob Chapek, Disney’s CEO until 2022, also agreed that 200 was the number that meant “you’re big enough to compete.” Netflix has reached that, and then some, with about 270MM paying subs. Moreover, those pay an industry-leading average of more than $11 per month. Netflix is highly profitable, with operating margins of 28 percent. In the first quarter of 2024, Netflix reported revenue of $9.4B, and $2.3B in net income. No one else comes close. Disney and Amazon are the only other streaming services with more than 200MM subscribers.” ⬇️ #streamingtv #ctvadvertising #avod #svod #ott #fast #upfronts

7

While many creators are struggling to score brand deals, others are building sustainable businesses on six-figure incomes. That's just one sign that the creator economy is now at an inflection point. What better place to talk about it than at #SXSW2025? But I need your help to get there! Click on the links below to vote for my two sessions. It only takes a minute. Voting ends August 18. “How Ambitious Creators Are Becoming 6-Figure+ CEOs.” https://lnkd.in/dANYwcPw Featuring: Ahad Khan, CEO of Kajabi Jim Louderback, Editor and CEO of "Inside the Creator Economy" Newsletter Natalie Elizabeth Ellis, CEO of bossbabe "Brand Deals in 2025: The Era of Influencer Efficiency." https://lnkd.in/dRxfeqvu Featuring: New and exclusive EMARKETER data and analysis on influencer marketing spending and the creator economy

44

10 Comments

Programmatic advertising's rise, now dominating over 90% of U.S. digital transactions, is a testament to its transformative power. As we move forward, PDOOH is poised to redefine the out-of-home space, with dynamic data-driven strategies leading the charge. Embracing this evolution offers brands a unique opportunity to engage more effectively, especially as the demand for sustainability and personalization grows. #DOOH #Advertising #Media #ProgrammaticAdvertising

12

1 Comment

✅🖥️ AdExchanger (10/11): “Paramount’s move represents a serious shake-up because TV publishers that use Nielsen alternatives (like VideoAmp, iSpot and Comscore) typically do so in tandem with Nielsen, which has been the foundation of TV ad measurement for decades. In this case, however, Paramount and Nielsen failed to come to an agreement in time for their contract renewal. Despite the strong sentiment, a break from Nielsen’s services isn’t ideal for Paramount. Advertisers and media buyers have leaned on Nielsen ratings since the 1950s. That (fact) has been spurring a lot of conversations on LinkedIn lately. On the one hand, Paramount could be a trendsetter. “If Paramount is able to do business using VideoAmp without [a financial] downside, then other programmers will naturally start considering making the same move,” media measurement vet – and VideoAmp’s former chief measurability officer – Josh Chasin observed on LinkedIn. “This is a critical moment.” Chasin was commenting on a post written by Marshall Cohen, an industry vet and media and marketing consultant. Cohen notes that Nielsen keeps its service fees high not simply out of stubbornness, but because its business model doesn’t leave much room for negotiation. If Nielsen lowers its prices for one client, according to Cohen, they have to lower prices for everyone. “This,” he argues, is very difficult with private equity owners, who don’t understand the business [and just] want better returns.” Still, Cohen writes, it’s likely a renewed contract will – eventually – put an end to the contentious standoff between Paramount and Nielsen. “Rarely, if ever, does a media company go without Nielsen ratings for very long,” Cohen says.” ⬇️ #measurement #streaming #lineartv #ctv #ott #tvos #acr https://lnkd.in/eNaWgx7W

4

1 Comment

Looking forward to this discussion on the future of #measurement & the incredible insights from this amazing panel! #attribution, #MMM, #MTA

19

2 Comments

Josh, while I agree with your basic point, I think that the threat you describe is a tad overstated. Indeed the great migration from linear to streaming viewing is proceeding at a slow, not a breakneck pace and increasingly, the new streamers are older and downscale viewers "fleeing" linear due mainly to cost saving goals. Nevertheless, you are right that media planners---and buyers ----should consider the relevance of the ad message to targeted consumers and in this light, think about how often to reach them. The problem is how to go about this. Take the case of upfront TV buying. If you consider national TV, all told about $40 billion of TV time in both linear and streaming will be bought in the upcoming upfront sale, which, as you know includes all dayparts, not just prime. That leaves only about$10-12 billion for so-called scatter sales, which, all too often are bought on the same basis---in large corporate blocks---not brand by brand. As a result targeting is subordinated to obtaining eyeballs at the lowest CPM for most national TV ad dollars. Add to that, the ad campaigns involved are created independently of the media buys--or don't exist as yet. Continued-----

10