Ryan McConville

Yesterday, The Trade Desk announced the planned launch of Ventura - a new operating system for television. No matter your role, level or industry, your future success will be heavily impacted by how well you adopt and adapt to using new technologies. In marketing, it’s a race to be the best at reaching your consumers with the greatest efficacy and efficiency. Ventura will not only improve the user experience for viewers of connected television - driving increased viewership for publishers and opportunities for marketers - but will provide vastly greater targeting fidelity for marketing. Net result: more of your ads hitting the right people, less waste, and more impact on your bottom line. https://lnkd.in/edgks3b6

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I had to read this line a few times.... "Audio is a key part of the daily lives of all Americans, and this is true for sports fans, as well. In fact, sports fans spend six hours and 26 minutes with audio content each day—that’s over two hours more than the average American spends listening to audio." On first read I was trying to figure out how anybody has 6 hours and 26 minutes a day to consume sports content. Then eventually I understood this to mean that sports fans spend 6 hours and 26 minutes with ANY audio content. Essentially, sports fans are listening to music as well and have other interests beyond sports. But, being a sports fan skews your appetite for more audio consumption up. There is big opportunity here. But, there is also a lot of competition. #podcasting #sports #audio #radio

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✅🖥️ Fast Company (4/21): “Tom Ryan, CEO of Paramount Streaming, was one of the first pioneers in FAST when he cofounded Pluto TV back in April of 2014. Ten years later, Pluto TV—which Ryan sold to Paramount (then ViacomCBS) in 2019—has become a billion-dollar business. It has 425 global media partners and has expanded into an international brand that spans four continents and more than 35 markets. *FC: Why do you think FAST is really taking off now? *TR: “I think it’s a universally and globally appealing product. Free television, who doesn’t want that? Sure, you pay with a little bit of your time for watching advertising, but even in paid streaming for most services, there’s an ad-supported tier of paid streaming. But here, you get a product that feels familiar, is easy to use, if not better, frankly, than traditional TV in terms of its UX and its usability. You get to dive right into great well-known content all for free, so it’s just a highly appealing product. And it’s complementary to paid services. We’ve seen that the average Pluto TV user has several paid services based on our research, so this is not substitutional; this is complementary. They go to their paid services for certain content, and Pluto TV is a complementary product that they use for their overall entertainment usage; and the same is true with cable TV. About half of our Pluto TV users have a cable TV subscription, but they find interesting channels and lots of great content that is easy to access all for free. So why wouldn’t you add that to your streaming diet? It’s a great way to enhance your entertainment offering at home and . . . at no incremental cost.” ⬇️ #fast #streamingtv #ctvadvertising #newfronts #iabnewfronts https://lnkd.in/eTTtBB_P

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Digital video including #CTV is unsurprisingly growing 80% faster than media overall, according to a new report from the IAB. 💪 It’s also expected to represent more marketing spend than linear TV for the first time ever this year, marking a milestone in consumers’ migration to streaming and marketers’ measurement evolution to reach consumers in a challenging TV environment that continues to expand and contract. As David Cohen puts it in ADWEEK, “There is no doubt that the future of video is streamed. Each year, we continue to see our march toward that inevitability.” How’s your brand or agency managing the perpetual shift to #Convergent TV? More details on the report in this story from William Bradley. https://lnkd.in/ekU8sMXd

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Fascinating to see The Trade Desk's announcement of their new TV operating system, Ventura. There are some huge incumbents in this space, but it's a still highly fragmented market with all to play for. How will the TV OS wars reshape the future of advertising, and where do consumers, brands, and publishers stand in this fight? I'm grabbing some popcorn and settling down to watch how this plays out, going to be a better watch than Tyson vs Paul! #CTV #TVOSWars #AdTech #TheTradeDesk #FutureOfTV #DigitalAdvertising

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In this new CTV explainer, I take a closer look at SPO. As streaming audiences continue to lean into AVOD and FAST services, the volume of addressable CTV inventory will continue to grow. This growth takes place at a time when SSPs are looking to build buy side capabilities, and DSPs sell side offerings. This means those on the buy side will be able to buy CTV through a number of programmatic routes offered by DSPs, SSPs and Ad Servers, making it much easier for ad buyers to get their ads onto the biggest screen in the household, but first, they need to understand their buying paths. #CTV #Streaming #AVOD #FAST #Programmatic #AdTech

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Roku appears to be gaining positive momentum, recently announcing a 14% jump in streaming households in Q2 & this latest report from Pixalate shows it with a dominate position in the global connected TV (CTV) programmatic advertising market. Another big winner was Apple, which increased its share of programmatic CTV ads delivered to the Apple TV from 5% to 13% over the last year, leapfrogging Amazon's FireTV. According to Pixalate measurement, Samsung Electronics share fell 45%, while arch rival LG Electronics grew its share 68%. To compile the data, Pixalate says it analysed programmatic advertising activity across 100k+ CTV apps & nearly 6bn global open programmatic ad transactions in Q2 2024.

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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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The use of #HDMI CEC is an innovative way to hit an extremely targeted market, especially in the gaming industry. It'll be interesting to see how receptive consumers will be to this and what companies jump on board first. #RokuTV #TargetMarket

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In 2024, video continues to reign supreme, with connected TV (CTV) and streaming platforms transforming how brands reach consumers. As video and TV converge, marketers are finding powerful ways to connect with audiences in their preferred viewing environments, from streaming services to digital platforms. The shift towards CTV reflects a consumer preference for personalized, on-demand content that seamlessly fits their lifestyle. Brands leveraging these platforms can create immersive experiences, enhance brand recall, and drive action—all while reaching audiences where they’re most engaged. For more on building effective video strategies in this new era, visit https://lnkd.in/giYK_5AW #VideoMarketing #CTV #DigitalContent #ConsumerEngagement #MarketingTrends

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I recently spoke with Alyssa Boyle about why advertisers are doubling down on #CTV outcomes measurement (as affirmed by many conversations I had with industry leaders in Cannes this past week). A common theme among the marketers I talked to? They’re looking for metrics that can predict sales based on fast, accurate data. Outcomes such as search activity, website visits, and app downloads are significant indicators that a consumer is considering a purchase — and highly correlated with a brand’s market share. That’s why a brand’s Share of Search grows (or shrinks) before its market share – which our data, validated by Les Binet and the EffWorks working group of the IPA (Institute of Practitioners in Advertising), has proven time and again. Given this, it’s no wonder why modern marketers need reliable, investment-grade outcomes data to navigate this complex era of linear and streaming TV. Check out the condensed version of my conversation with Alyssa in AdExchanger for more. https://lnkd.in/erkGsKJi

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Check out this fascinating read by Michael Roca, Executive Director of ELEVATE at Omnicom Media Group & HMC Board Member, in ADWEEK! Despite the 'Latin Boom', advertisers are still under-investing in the Hispanic audience -- which holds $3.2 TRILLION in buying power. Dive into the key stats and insights on the growing majority here: https://bit.ly/3QNCFBL

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IYKYK. Spectrum Reach is helping "harness the chaos" of the media ecosystem on both the linear AND streaming front. That's why we are the #1 multiscreen video partner in our markets. Combine that with 30MM+ addressable households...and you can see how we help our partners spend more time optimizing outcomes and less time aggregating audience.

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News is out that Beachfront is now part of Seedtag - but what does it mean? Seedtag is enhancing its contextual solutions to provide highly relevant and engaging content across all screens with: 🤝 Contextual Targeting + Premium CTV to reach highly relevant audiences with laser precision. 🍿 Expanded CTV inventory providing a broader range of premium CTV placements. 🔒 Privacy-first advertising that delivers putting user privacy regulations first. 💡 Deeper audience insights with more effective campaign planning and optimization. Ready to push the boundaries of #CTV advertising? Discover more: https://lnkd.in/eXsKpwBf #BeachfrontxSeedtag #ConnectedTV #ContextualAdvertising

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Ad-supported streaming is here to stay, making CTV advertising a no-brainer.

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The streaming entertainment unit of The Walt Disney Company posted its first profit on today (7 May '24) - two quarters ahead of schedule. (The company having promised Wall Street that its streaming operation would become profitable by September). For January to March '24, the division - which includes the Disney+ and Hulu streaming services - reported operating income of $47 million, compared with a loss of $587 million a year earlier. However, the combined streaming business with ESPN+ lost $18 million. (The division lost $659 million in the previous year). Disney+ added more than 6 million customers during the quarter, and average revenue per user rose 44 cents, outside of India. Within Disney's entertainment division - the home of the traditional TV business, streaming and film - operating revenue grew 72% from a year earlier to $781 million. The sports unit that includes ESPN saw operating income decline by 2% to $778 million, which it attributed to the timing of college football playoff games. Disney now expects adjusted earnings per share to rise by 25% this fiscal year, the company said, up from its previous forecast of 20%. It attributed the change to strong results at theme parks and improvements in the streaming business. #streaming #television #sports https://bit.ly/3JMMfkG

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A welcome reminder on the limitations of programmatic advertising despite its incredibly widespread use. The lack of transparency regarding where ads are displayed and the quality of placements remains a significant issue. Also, programmatic platforms may not always ensure brand safety, with ads appearing alongside inappropriate or harmful content. On top of that, relying solely on programmatic channels can limit the control advertisers have over ad placements and targeting parameters. And this is before we get to the demise of the 3rd party cookie. Interesting article to read and not surprised Bloomberg switched to a clean, direct-sold model. #DigitalAdvertising #Programmatic #Monetisation #OnlineAdvertising

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