David Angehrn’s Post

Throwback Monday: No surprise that #streamers #vod are investing more than traditional broadcasters in content and distribution in #Europe. Had been flagging this would happen naturally for years. Recommendations are very valid, perhaps a little late for most #broadcasters who haven’t embraced streaming already - but good to see the obvious recommendation for those who want better choice and are willing to #invest in the future. And crucial to flag this is not a “problem” and it does NOT require #Regulation over #OverRegulation to fix. This is simple #innovation and #consumerdemand. And it’s helping investment and competitiveness in Europe. To quote: “Ampere warns that content spending strategies should not be the only consideration; broadcasters must also prioritise the transition of audiences to streaming to ensure their long-term relevance. This involves investing in their video-on-demand platforms, expanding content libraries, enhancing digital advertising capabilities, experimenting with content release strategies across linear and VOD, and tailoring content output to cater to younger demographics.” Very happy to be working with companies doing just that! https://lnkd.in/geGK9pKS #digitalEU #videoOnDemand #AV #streaming #consumerchoice #CCIAeurope #svod #content #distribution #innvoation #competitiveness

With online streaming time spent viewing overtaking linear TV by over one hour per day in 2025, and ad dollars following that trend, Is the #advertising industry already running out of OTT spot inventory? Although OTT only accounts for 10% of total U.S. digital video ad spend, there is already a spot load length problem. It's now annoying viewers enough that they are either paying more for less/no ads, or cancelling their subscriptions all together, and this affects audience reach. One solution we deliver is ensuring that we are placing our advertisers' spots on high-quality, premium long-form content #OTT inventory, purchased through direct private marketplace guaranteed negotiations. This is much more work than placing a programmatic #CTV campaign on an ad exchange, and also comes at premium CPMs. However, the opportunity to reach target audiences within a short ad pod surrounded by streaming network TV content drives increased engagement, brand recall and reputation. Moreover, the front and back-end KPI metrics including attribution reflect this. Check out this AdExchanger article for more. #Oodle

CTV ad revenue is set to quadruple by 2026, but only 38% of streaming subscribers are on ad tiers. Advertisers must tackle fragmentation, the challenge of reaching ad-free subscribers, and measurement hurdles to maximize campaign effectiveness... #CTV #DigitalMarketing #StreamingTrends

Great article by AdExchanger and Peter Crofut talking about the normalcy of streaming content. "With the rise of cheaper and, in many cases, free ad-supported options, viewers now have an abundance of streaming content available to them..." Keynes Digital could not agree more. Connected TV continues to grow and with that so does the amount of streaming networks. Netflix being one of the more recent additions to the ad-supported platforms. That is why Keynes Digital takes an audience first approach, letting the data tell us when and where your ideal consumer will be streaming content and serving them an ad. If you are interested in learning how Keynes Digital can put your brand on premium networks in front of your high-intent, in-market audiences, feel free to comment below or message me. #CTV #ConnectedTV #Programmatic #Advertising

📺 Streaming now accounts for 41.4% of TV viewership (Nielsen, July). With the rise of ad-supported options, advertisers must refine their CTV strategies, says Peter Crofut from Wurl. Key Insights: - Ad Load: Average ads are at 9.4 minutes per hour; balance is essential. - Viewership Growth: CTV hours are up 5%, indicating loyal audiences. - Content Context: Reality TV dominates, highlighting the need for relevant messaging. Now’s the time for advertisers to adapt and innovate! https://bit.ly/4ecOICw

This article from EMARKETER breaks down why CTV advertisers still face confusion with fragmentation, unreachable audiences who pay for ad-free streaming, and problems with campaign measurement. https://lnkd.in/gPnBDx_y   #identityresolution #CTV #attribution

The boundary between linear and streaming TV is rapidly fading, reflecting a technological evolution and a fundamental shift in how viewers engage with television. It's no longer a matter of linear versus streaming; it's simply TV for the audience. Adopting the concept of "Convergent TV" is crucial for the industry, particularly for marketers and agencies. This approach minimizes the significance of distinctions between streaming and linear, emphasizing instead the delivery of ads across various viewing platforms to achieve performance outcomes. Consider an illustrative analogy: envision a complete circle representing Convergent TV's full potential for frequency and outcomes. Half of this circle is shaped by linear (Broadcast & Cable) tune-ins, while the other half represents streaming (Direct & Programmatic) monetization. However, the current landscape presents challenges: many digital programmatic platforms focus solely on the streaming module, neglecting a significant portion of TV's performance potential. Buyers are left now with 50% of the space to navigate. Further complicating matters, recent analyses, such as Ari Paparo's insightful piece on the CTV Scramble, reveal that a substantial portion of streaming potential is "Non-Biddable." Within this segment, a significant portion remains inaccessible through traditional DSPs, primarily executing campaigns via programmatic auctions vs. Direct Insertion Orders. This erosion considerably reduces the addressable TV market to only 25% for buyers and planners relying solely on a DSP. Enter Tatari, a sophisticated technology tailored for modern marketers. Tatari empowers marketers to buy, measure, and optimize across the entire Convergent TV landscape, encompassing both linear and streaming, whether direct or programmatic. In other words, Tatari maximizes the outcome and frequency potential of the entire Convergent TV spectrum, addressing 100% of the circle. In the face of TV's increasing complexity, Tatari is a solution for simplification, offering comprehensive tools for navigating the evolving television advertising landscape. #convergenttv #performancetv #growthmarketing #tvadvertising

The sustainability of Streaming TV, FAST Channels, and AVOD (also known as FAST) hinges on the principle that operational costs must be eclipsed by profits. Currently, this balance is not being met. The crux of the issue with Streaming TV’s viability as a business lies not in technology but in a significant inefficiency in monetizing audiences. To elaborate, the advertising process involves a chain of 4-7 companies, each taking a cut, which results in the platform and content owner receiving a smaller share of ad revenue compared to platforms like YouTube. https://lnkd.in/dtBBQArp

The TV landscape has transformed dramatically, with streaming services now dominating viewing habits, accounting for 41.4% of TV time as of July. This shift presents a unique opportunity for advertisers to refine their strategies in CTV and engage a growing audience. However, with viewership outpacing ad dollars, it's crucial to balance ad load to avoid viewer fatigue while maximizing engagement. Understanding the viewer experience and context—especially with the rise of ad-supported streaming—can enhance campaign effectiveness. As we navigate these changes, adapting our approaches will be key to capitalizing on the potential of CTV advertising.

The number of streaming services with at least $1 billion in US connected TV (CTV) ad revenue is set to quadruple from 2020 to 2026, per our March 2024 forecast. The boom isn’t without its growing pains, though. Advertisers still need to face confusion with fragmentation, unreachable audiences who pay for ad-free streaming, and problems with campaign measurement.