James Bayes’ Post

2023 marked a pivotal year for Connected TV as it took center stage in advertising, with a projected 21% growth in the US, reaching $42 billion by 2028. The real game-changer lies in the flourishing FAST channels, indicating a significant shift from cable to digital. In 2024, we'll witness the completion of this transition, with increased monetization efforts and the industry's focus on advertising-supported streaming, reflecting evolving consumer preferences and economic realities. #CTV #Advertising #AdTech

✅🖥️ 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

CTV advertising is growing faster than ever and will only continue to dominate the advertising industry. If you want to learn more about the future of CTV this year, be sure to check out this piece. What are some of the trends in CTV that you've noticed in the last year? Do you think those trends will carry over this year and beyond? #CTVAdvertising #AdvertisingIndustry #FutureOfCTV

Streaming TV is reshaping content consumption, capturing over 40% of TV usage and reaching nearly all U.S. households. Yet, despite its rapid growth, STV's ad spend hasn't fully matched its viewership. To unlock STV’s full potential, we need to advance measurement beyond traditional metrics. Focus on unique reach tracking, engagement measurement, and cross-channel attribution to transform STV into a comprehensive advertising tool. With its ability to target precise audiences and provide actionable insights, STV offers a unique advantage over linear TV. As STV evolves, investing in privacy-first, future-ready ad tech will be crucial. Brands that leverage advanced measurement and secure integrations will not only keep pace but lead in this dynamic space. #StreamingTV #Advertising #DigitalMarketing

🚨 Connected TV Rant Incoming 🚨 Saw a really great post from Joe Melendez today about "Show Level Transparency." Then, I read the article he tagged where Addy Atienza (from TMB (Trusted Media Brands) preached my CTV version of gospel. A lot to cover, but a few of my favorite pieces from this article are below. 1. Show Level Transparency or even Channel Level Transparency is imo ESSENTIAL to the transparency we should be providing to our advertisers. This is done by "Enriching the bid stream and passing more through to the buy-side." I personally find "Platform Level" reporting to be a pathetic display of transparency. For example, if you are an Agriculture company and you want to be in front of the right audience, let's target RFD-TV or Professional Bull Riders, LLC and more "contextually appropriate" scheduling. However, the reality or "norm" for campaign reporting shows you 1M impressions served against Pluto TV or Samsung TV Plus. How does the advertiser know you didn't just buy $3 CPM fireplace screensavers or $6 CPM Pixelate inventory? They don't ... and DSPs and SSPs are running away with ad spend and ridiculous margins because of it. 2. Staying in Control. Addy Atienza makes great points around the behavior of distribution platforms seeking MORE ownership over Publisher CTV Inventory. This will only accelerate, but Publishers need to remain firm. When a publisher controls their own keys, they control more than just their data, but the revenue too. We represent Publisher A with successful linear sales teams and also Publisher B who allow the platforms to monetize the their inventory. The difference between both is unnerving. Publisher A's (with MORE control) are the ones writing their own destiny and seeing higher levels of success (and revenue). By leveraging new eyeballs on CTV devices with their linear sales teams, Publisher A is now controlling the data flow, the pricing, and unifying their inventory to the buy-side. Success is inevitable here with proper execution. Publisher B's (with NO control) struggle to build sales teams and grow past what the platforms allow them. Most often, they can't even sell their own inventory with Direct Campaigns. On top of that, their floor CPMs decrease each month, and their representation in market is that of "Platform Inventory", not as THEIR BRAND identity. Forget "contextual" anything at that point. In conclusion to the above, we’re pioneering a revolution. We believe in a future where transparency reigns, control is paramount, and success is a collaboration. More than disruptors, we are navigators, bridging the gap between demand and inventory with unparalleled transparency and efficiency. Bravo to Addy Atienza and Joe Melendez for prioritizing what many are not.

Been a big week with more big news in adtech! Earlier this week, Adform, PubMatic, Magnite, The Trade Desk, and other major adtech providers announced their European Programmatic TV Initiative (EPTVI). https://lnkd.in/eTaPGKiZ The mission of this collaboration is to amp up programmatic TV across Europe, to make real headway into tackling the fragmented mess and confusion that is limiting programmatic TV's potential It's about time for programmatic buying to take off in TV, and once again it's great for Adform to be among those leading this charge, changing the game once again for the industry to become more efficient and well-connected. 🚀 #AdTech #ProgrammaticTV #DigitalAdvertising #MediaInnovation #EuropeanMarket

Connected TV (CTV) is booming, and ad-supported streaming is taking the lead as consumers look for cost-effective alternatives to subscription fatigue. This surge in viewership has unleashed a golden era for advertisers — but also a dizzying array of platforms and choices. So, how can media buyers cut through the noise to make an impact? Discover the five game-changing benefits that make Verve’s Brand+ Marketplace a top choice for CTV buyers 👇 https://hubs.ly/Q02-h7cS0

As streaming services continue to grow, advertising dollars are swiftly following—from traditional linear TV to Connected TV (CTV). 📺 Why is this happening? Simple: money follows eyeballs.  📈 Our latest article looks at why advertisers are making the switch to CTV. From increased viewer targeting precision to cost efficiencies, the reasons stack up. And with a predicted growth in ad spend on CTV reaching nearly $100 billion by 2027, it's clear this is more than just a trend—it's the future of TV advertising. 🚀 Whether you're curious about the shift or looking to optimize your own ad campaigns, take a moment to check out our insights. No sales pitch, just a knowledge resource to keep you ahead in the digital game. 💡 🔗 https://lnkd.in/gch5K6-w #CTV #DigitalAdvertising #MediaBuying #MarketingTrends

CTV Inventory: Definitive Guide for Connected TV Advertisers - Master #CTV #inventory with our definitive #guide for connected #TV #advertisers. Learn how to optimize your CTV ad placements effectively. #CTVInventory #ConnectedTV

What's Next for TV Ads? TV networks in US is feeling the squeeze in future ad revenue streams as streamers drive down CPM prices in current upfront markets, putting pressure on networks. Advertisers demanding significant discounts on traditional networks' ad space while allocating more money to streaming services and live sports (per Variety) Though streamers boast large audiences and vast (fragmented) consumer data, they're also offering significant discounts on streaming ad space, up to 10%. Cost of advertising on traditional TV channels has also decreased slightly, but significantly less than streaming, around 4% or less - platforms with the most inventory, least must-have content, and weakest targeting capabilities most vulnerable. Linear national TV advertising revenue from broadcast and cable networks is projected to sink 2.7% to $27.5 billion this year (Per MoffettNathanson LLC Research) despite strong Summer Olympics and political ad spending. Excluding Olympics, the decline estimated to be steeper, reaching 7% to $26.3 billion - makes you wonder how much further ad revenue would drop without political advertising⁉️ Many advertisers want to follow consumers to new streaming platforms, but some of these platforms are built on the premise of fewer commercials than traditional TV - this creates a challenge that both advertisers and streaming services need to manage. Pharmaceutical companies, a major source of income for traditional TV, are now more hesitant to spend as much on advertising - likely looking for better deals at streamers and exploring alternative methods. ► Traditional media companies are forced into discounts for ad space in two upfronts now, are they risking permanently lower ad rates❓ ► Are some streamers offering lower rates to push the ad market to streamers❓ ► What will next years upfront look like❓ ► How will more pop-up sports 🏈 🏀 ⚽️🎾 streaming events affect CPMs❓ Varity: https://lnkd.in/dex65PeV MoffettNathanson Research: https://lnkd.in/dB_Uy_w5