Mark Orton’s Post

Neilson says if you're a marketer you should watch more TV: https://lnkd.in/gaq2HC3X "...media planning is contingent on what’s being watched, not how content is accessed...But when advertisers and agencies hone their focus to understanding time spent with broadcast, cable and streaming TV content, they have the foundational data they need for effective and efficient media planning." AGREED: ➡️ CTV has most certainly grown YoY presenting opportunities for marketers (see my post yesterday) ➡️ The landscape is very fragmented: only five streamers accounted for more than 1% of total TV NOT SO SURE: ➡️ Does that "what's on TV" really matter as much as the "who's watching tv?" We used to get this question all the time with programmatic display: "Are my ads on the sites and with the content my customers are on?" and the answer was (and still is) "we care more about WHO your customer is than where they go, as long as the inventory is there." ➡️ That said, inventory in CTV is very fragmented, so what's on a particular streamer might very well be the key to finding your audience. So yeah...maybe watch more TV? ➡️ Just this Quarter we've started seeing signs of CTV consolidation with the ESPN/Fox/Warner sports streamer, Warner-Paramount+ consolidation, etc. That's going to make media buying a lot easier (in theory) and less contingent upon the streamer because the content will be more varied. 100% SURE ➡️ We're in for many more changes to the CTV landscape in 2024.

INSIGHT of the Day : UK Streaming audience It is good to make a detour outside US where we are bombarded by audience numbers from different sources. This post by Evan Shapīro gives you the raw numbers for broadcast, OTT and pay TV. I wanted to go one stipe further and drill down on BBC. BBC iPlayer is their own app that streams all TV programs. The BBC says there are 41M users in average per day ('20 numbers), and we also know the peak traffic comes from world cup soccer, where the iPlayer audience is up to 30% of the broadcast audience, so iPlayer is 23% of the total audience. If we now map it to the chart where BBC is 20% of the audience, this would mean iPlayer peak audience is only 4.6%, the average number would be more in the 2%, way behind Netflix at 9%. The devil is in the details. If you want to know more on BBC iPlayer, Ben Keen organizes a dedicated webinar session on 1/29 & 1/30 and i am sure you will learn more there on iPlayer numbers. https://lnkd.in/gsfdnQmz

Some of the first questions we're often asked is how do I reach audiences who are no longer watching linear TV, and how much should I allocate to streaming. The answer isn't always that simple. It can varying depending on your audience preference, campaign objectives, category, demos etc But what if there was a general rule of thumb that marketers could use as a guide? Samsung Ads aimed to help simplify this, by working with Nielsen to understand what was the optimal mix between linear & ad-funded streaming to maximise reach and efficiency on CTV. We developed the 'Rule of 30', which demonstrates how advertisers can deliver greater impact among key demographics through a 70/30 combination of linear and streaming TV ads. The good news for advertisers was by simply adjusting budgets versus investing more, you can deliver greater impact with linear and streaming TV than linear or streaming alone. The dentsu global advertising report out today also showed a similar trend. Television is expected to rise in spend by 2.6%, and that growth is expected to be driven by connected TV (up 24.2 per cent), as more streaming platforms ramp up their advertising offerings. The report is out now and you can download a copy here https://lnkd.in/gkbxeYzx

The F word - Fragmentation When I was working in television I would talk with seasoned media buyers who would nostalgically reminisce about how easy it was to cover the market when they only had the big four broadcast stations to worry about. During my time at Comcast cable I would work with ad agencies and advertisers to examine how viewership has changed and fragmented. You had audiences watching cable and satellite in addition to broadcast. It was harder to cover the market but the tradeoff was that things were becoming more targeted. Over the last several years we have seen a precipitous decline in linear tv viewership AND cable/satellite subscriptions as more audiences migrate to streaming. This loss in subscribers has had a profound impact on regional sports networks causing bankruptcies and accelerating the migration of premium content into streaming TV. Today if you are an agency buying TV it's more fragmented than ever. You have radio reps, tech companies, and legacy broadcasters selling Connected TV alongside their owned and operated inventory. In each instance, you are typically getting a subset of the fractured TV viewing landscape. The problems I hear most often in this new TV space have to do with reach, duplication, and transparency. How do I maximize my reach if audiences typically use 4-5 streaming platforms in their household? Which one do I buy? I still have to buy traditional TV so how do I know that my streaming buy isn’t going to those same people? I’ve been burnt on CTV in the past so how do I know that I’m getting premium inventory in networks that align with my audience? Now that the vast majority of ad supported CTV inventory is available programmatically and via private marketplace deals and secured deals, Brkthru is in a unique position to offer ads on all ad supported streaming platforms. Using technology partners like FourthWall, Brkthru can build streaming schedules that compliment your linear buy by deduplicating TV households. If you’ve been struggling with fragmentation let’s talk about how we can help put the pieces back together.

TV Broadcasting group Media for Europe - which owns the Mediaset TV assets in Italy and the Mediaset Espana TV assets in Spain - reported 1H numbers last night. My key takeaway from these numbers: if you have confidence in your TV linear business - despite the pressures - it is still more than possible to see continued growth. 3 points from the results: 1. Advertising revenues in both Italy and Spain remain strong. 1H Net Advertising revenues were up 6.1% YoY in Spain and 6.8% in Italy of which the bulk will relate to the TV advertising, and particularly linear, business. 2. Unlike some of its peers in other markets, MFE has made a point of emphasising that, while the linear TV side faces pressure, it is still an incredibly valuable business and commands reach that the online platforms cannot have, as shown in the chart below. It is probably not a coincidence then that its advertising performance has been so strong. If you denigrate your core business, do not expect advertisers not to take notice. MFE has taken the opposite approach. 3. For the 9 months, MFE stated that the trends were similar to the 1H (as in point 1). It did state Q4 was uncertain given both macro trends and the tough comps. However, given its outperformance of expectations in the 1st nine months of the year, my view is the risk is more on the upside than downside. As usual, this is not investment advice. #broadcasters #advertising

What we know and what we’re good at ➡ What we know: addressing marketing challenges involves reaching the right audience through diverse platforms. ➡ What we’re good at: WUSA9 Advertising specializes in premium long-form video content to realize successful marketing solutions. How? We employ our power duo: traditional local TV advertising alongside streaming advertising. Combined, both solutions effectively reach the audience no matter where they are consuming their video content. Our streaming solution, PREMION, allows us to not only adapt to the viewers’ ever changing watch habits, but targets the advertiser’s specific demographic. Highlighted by Cord Cutters News, cord-cutters look to outnumber cable TV subscribers by the end of the year, indicating a significant shift in consumer preferences towards streaming services. With both traditional local TV and Premion streaming advertising solutions, we are making sure to cover all the bases.

In 2023, during the fourth quarter of Fox’s Super Bowl telecast, Tubi — the free ad-supported streaming television (FAST) service owned by Fox — launched a clever 15-second ad spot that caused viewers to frantically check their remotes. The ad made it seem as if someone was changing the channel during the climax of the Big Game. Whatever anxiety was caused by the “Interface Interruption” ad, it certainly put the spotlight on Tubi. Since then, the FAST space has only been on the rise. Nielsen said in a recent report that Tubi and The Roku Channel, another FAST platform, both saw “significant year-over-year growth” in TV usage in the U.S., with the former up 43% and the latter up 36% from May 2023. The Current has more. https://bit.ly/4cLaDQx #TopTakes #StreamingGrowth #FASTPlatforms #DigitalMarketing

Not As Random As It Seems #1 Changing media consumption - the tipping point? How any asset, retail or hospitality business connects with consumers is critical to any advice we provide. So we do try to keep up on all things relevant to engagement (media type, form, style, content). Check the below from Unmade today taken from the annual research report funded by the Australian Communications and Media Authority (released at the end of last year). "In 2023, viewers for the first time spent more time watching paid streaming services - an average of 5.8 hours per week (up from 5.5 hours in 2022) - than they did free to air television which fell from 6.6 hours to 5.6 hours. Startlingly, in the key advertising demographic of 25-to-34, the group seems close to abandoning the traditional TV broadcasters, spending an average of just 1.4 hours a week with live TV and just 1.2 hours on catchup free to air. That’s compared to seven hours on paid streaming services and 6.4 hours per week on Reels and TikTok-style short form content."

Television has traditionally been about a value exchange: as viewers we understand that we “pay” for ad-funded content with our attention. This broadcast TV economic model has been challenged recently, but it’s really just evolving. Two-thirds of viewers in the U.S. express a preference for ad-supported subscriptions if it saves them money. That’s an increase of eight points in three years. We’re seeing the same embrace of advertising at home as well. The number of Australians with ad-supported video on demand (AVOD) services has nearly doubled, jumping from 962,510 in the June quarter of 2023 to 1.8 million in the June quarter of this year, according to Kantar. Good news for brands with the rise in ad-funded streaming opening up even more audiences at scale. Reach out to discuss what an efficient and effective Total TV campaign including AVOD could look like for your brand. https://lnkd.in/ghDjfxEs https://lnkd.in/g7j4hTs2

New data reveals a significant shift in how Gen Z uses social media. That’s the chief takeaway in a new report called Disconnect to Reconnect. The report offers insights that show 83% of Gen Z has taken steps to distance themselves from social media, resulting in 25% less time on those platforms. Among the findings: · 58% of Gen Z don’t trust the advertising they see on social media · 75% say that they ‘love streaming TV shows’ · 72% say that they ‘just love watching TV’ · 43% of Gen Z say when watching TV or streaming ‘they enjoy the quality time they share with friends / family’ · 58% prefer streaming free video content with ads / commercials instead of paying for a subscription without ads/commercials · 38% say the ability to access free content in exchange for ads has motivated them to watch or sign up for a free ad-supported streaming service · +23% increase in ad recall when watching with others in the living room vs. watching alone