As CTV viewership is thriving, this is causing a problem (albeit a good one) on how to effectively reach consumers wherever they are streaming. 60% of people in the UK have up to three streaming services (The Trade Desk CTV Report 2024), whilst the proliferation and ease of access of AVOD and FAST services is ever increasing viewing opportunities - for example LG Channels saw a 120% increase in monthly average users (LG Ad Solutions The Big Shift: (Wave II)). Just as viewers are spoilt for choice, as marketers we’re spoilt for opportunities to reach them. We're being hampered though due to the fragmented nature of activating in different environments, which in turn limits aggregated addressability. SVOD subscriptions are in ~20mm households in the UK, with a lot of discussion around the big players, but their ad-tier household penetration still has some way to go: Netflix’s ad-tier is just shy of 10%, whilst Disney+ is less than 3% (Barb Audiences Establishment Survey Q2 2024). Prime nailed their ads-by-default approach with little kickback (probably due to minimal ads for the time being and the wider Amazon offering), but consumers do not stick with just one platform. These still require being bought in silo even via DSP activations. For CTV campaigns to scale, a multitude of partners across the ecosystem need to be part of the media plan to ensure your target audiences can be reached effectively and at scale. To do this, you need to work with a partner that has the ability to plan, activate, and measure across multiple partners in a seamless, aggregated manner to maximise scale. This comes in three parts: data, technology, and insights. I’ll comment in a future post on how we’re doing this at Azerion UK, but if you want to know more beforehand, drop me a message and I’ll share how. #tv #ctv #streaming #bvod #avod #fast #svod #adtech #programmatic #ott
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CTV: Plan, activate and measure across multiple partners in a seamless & aggregated way... sounds easy enough, right? To be able to 'actually' achieve this in the real world, you need data, technology & insights that are owned and sit under your roof. Not many businesses can 'actually' lay claim to this in the CTV world.
As CTV viewership is thriving, this is causing a problem (albeit a good one) on how to effectively reach consumers wherever they are streaming. 60% of people in the UK have up to three streaming services (The Trade Desk CTV Report 2024), whilst the proliferation and ease of access of AVOD and FAST services is ever increasing viewing opportunities - for example LG Channels saw a 120% increase in monthly average users (LG Ad Solutions The Big Shift: (Wave II)). Just as viewers are spoilt for choice, as marketers we’re spoilt for opportunities to reach them. We're being hampered though due to the fragmented nature of activating in different environments, which in turn limits aggregated addressability. SVOD subscriptions are in ~20mm households in the UK, with a lot of discussion around the big players, but their ad-tier household penetration still has some way to go: Netflix’s ad-tier is just shy of 10%, whilst Disney+ is less than 3% (Barb Audiences Establishment Survey Q2 2024). Prime nailed their ads-by-default approach with little kickback (probably due to minimal ads for the time being and the wider Amazon offering), but consumers do not stick with just one platform. These still require being bought in silo even via DSP activations. For CTV campaigns to scale, a multitude of partners across the ecosystem need to be part of the media plan to ensure your target audiences can be reached effectively and at scale. To do this, you need to work with a partner that has the ability to plan, activate, and measure across multiple partners in a seamless, aggregated manner to maximise scale. This comes in three parts: data, technology, and insights. I’ll comment in a future post on how we’re doing this at Azerion UK, but if you want to know more beforehand, drop me a message and I’ll share how. #tv #ctv #streaming #bvod #avod #fast #svod #adtech #programmatic #ott
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#CTV advertising has surged, reshaping the digital landscape as advertisers tap into its potential for personalized engagement. Expenditures on CTV ads rise, innovative formats emerge, and traditional TV advertising is reimagined. Industry giants #Netflix and #DisneyPlus are introducing ad-supported plans, signaling a shift in the streaming landscape. #Netflix partners with #Microsoft for an ad-inclusive subscription tier, while Disney Plus offers an ad-supported alternative in the U.S. These moves suggest a transition from #SVOD to #AVOD services, reflecting a smarter CTV landscape: 👇 💬 To discuss potential partnerships, drop us a line: https://lnkd.in/gTCfS-eM #decenterads #programmatic #dsp #advertising #adtech #vast
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𝗖𝗧𝗩 𝗮𝗻𝗱 𝘁𝗵𝗲 𝗕𝘂𝗱𝗴𝗲𝘁-𝗙𝗿𝗶𝗲𝗻𝗱𝗹𝘆 𝗦𝘁𝗿𝗲𝗮𝗺𝗶𝗻𝗴 𝗥𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻: 𝗛𝗼𝘄 𝗔𝗱-𝗦𝘂𝗽𝗽𝗼𝗿𝘁𝗲𝗱 𝗧𝗶𝗲𝗿𝘀 𝗔𝗿𝗲 𝗖𝗵𝗮𝗻𝗴𝗶𝗻𝗴 𝘁𝗵𝗲 𝗚𝗮𝗺𝗲 💰 Ad-supported tiers are likely appealing to price-conscious consumers as a more affordable alternative to the full-priced ad-free options. This could be expanding the addressable market for SVOD services. It seems streamers are increasingly focusing on ad-supported offerings as a key part of their subscription models and growth strategies. I think viewers are loving the cheaper options, and streaming services are happy to welcome more subscribers. So it's a win-win! #ctvadvertising #avod #ctv #fastchannels #ottplatform
🚀 𝗧𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗦𝘁𝗿𝗲𝗮𝗺𝗶𝗻𝗴: 𝗚𝗿𝗼𝘄𝘁𝗵, 𝗔𝗱𝘀, 𝗮𝗻𝗱 𝗦𝗺𝗮𝗿𝘁 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 The streaming landscape is transforming at lightning speed! Dive into the latest revelations from Antenna's 2024 State of Subscriptions report: 📈 The SVOD market surged by 10.2% YoY in 2024. 🏆 Netflix is dominating with the highest number of new subscribers. 📊 Ad-supported tiers now make up 38% of all subscriptions. 🔗 Bundles are proving effective with 2-6% lower churn rates. 💵 A whopping 65% of Q1 2024 sign-ups are at full price. 📅 Annual plans are showing promising growth potential. 💸 Price hikes? So far, so good. It is interesting noting that the share of ad-supported SVOD subscriptions has grown significantly over the past two years: - In Q1 2022, ad-supported subscriptions accounted for 28% of total SVOD subscriptions. - By Q1 2024, the share of ad-supported subscriptions had increased to 38% - a 10 percentage point increase over the 2-year period. Furthermore, the reports note that for the first time, over 50% of gross adds in Q4 2023 and Q1 2024 were to ad-supported tiers, indicating the rapidly growing prominence of these ad-supported offerings. How are you navigating the streaming wave? Are you bundling, choosing ad-free options, or leveraging annual plans? #svod #Streaming #ctvadvertising #avod #connectki #ottadvertising
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WHY CTV IS THE NEXT BIG THING FOR CPG ADVERTISERS? 1. Linear TV is for 50+ population only 2. The rest are streaming via CTV, so it is 90% incremental reach 3. CTV blends the impact of TV with the targeting of digital 4. CTV provides more data on performance and views that Nielsen GRPs 5. CTV drives better brand lift than linear TV (thanks to data) Now, this is not the comfy old TV world... - It is fragmented and complex - AVOD, FAST, OTT, SVOD, etc. - Advertisers and agencies have less bargaining power - many ways to buy - Measurement is still in development But, all in all, expert sources predict CTV will equal TV advertising by 2028 in US. At Teads we are making CTV easy by doing all the heavy lifting on our side. Venture safely into CTV using Teads.
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🚀 𝗧𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗦𝘁𝗿𝗲𝗮𝗺𝗶𝗻𝗴: 𝗚𝗿𝗼𝘄𝘁𝗵, 𝗔𝗱𝘀, 𝗮𝗻𝗱 𝗦𝗺𝗮𝗿𝘁 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 The streaming landscape is transforming at lightning speed! Dive into the latest revelations from Antenna's 2024 State of Subscriptions report: 📈 The SVOD market surged by 10.2% YoY in 2024. 🏆 Netflix is dominating with the highest number of new subscribers. 📊 Ad-supported tiers now make up 38% of all subscriptions. 🔗 Bundles are proving effective with 2-6% lower churn rates. 💵 A whopping 65% of Q1 2024 sign-ups are at full price. 📅 Annual plans are showing promising growth potential. 💸 Price hikes? So far, so good. It is interesting noting that the share of ad-supported SVOD subscriptions has grown significantly over the past two years: - In Q1 2022, ad-supported subscriptions accounted for 28% of total SVOD subscriptions. - By Q1 2024, the share of ad-supported subscriptions had increased to 38% - a 10 percentage point increase over the 2-year period. Furthermore, the reports note that for the first time, over 50% of gross adds in Q4 2023 and Q1 2024 were to ad-supported tiers, indicating the rapidly growing prominence of these ad-supported offerings. How are you navigating the streaming wave? Are you bundling, choosing ad-free options, or leveraging annual plans? #svod #Streaming #ctvadvertising #avod #connectki #ottadvertising
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SVP-Head of Video Activation/VaynerMedia | xOmnicom, Publicis, Madhive, Aetna | Managing Director | EVP | Founder | Digital Media | Data | CTV-OTT-TV | CPG | Pharma | Strategy Consulting | Sales | Programmatic | AdTech
✅🖥️ Variety (10/10): “The satellite TV and streaming company announced plans to launch MyFree DirecTV on Nov. 15 in the U.S. Initial programming in the dedicated FAST service is slated to include Fox Weather; reruns of A&E’s Louisiana-set reality show “Duck Dynasty”; SportsGrid, which provides live sports betting coverage, news and analysis; and Lionsgate’s MovieSphere FAST channel, whose recent titles have included the 2007 remake of “3:10 to Yuma,” “Ender’s Game” and “Wind River.” According to DirecTV, the FAST service will include linear and on-demand content, with additional channels expected to join the MyFree DirecTV platform throughout 2025. The service will be accessible nationwide online, via mobile, and on select smart TVs and streaming devices. MyFree DirecTV is aimed at giving the company new advertising inventory to sell — as well as serving as a marketing tool to upsell users to pay TV. The free service will be “a starting point for consumers looking to experience DirecTV, including access to popular genres of content, including sports, entertainment, kids and family, news and lifestyle,” according to DirecTV’s announcement. This week, incidentally, DirecTV hiked rates for both satellite TV and DirecTV Stream subscribers. DirecTV’s FAST move will compete with other free, ad-supported streamers, such as Paramount’s Pluto TV, Fox Corp.’s Tubi and the Roku Channel. DirecTV rival Dish Network also has a FAST outlet, Sling Freestream.” ⬇️ #streaming #ctv #ott #fast #avod #svod #tvos #mvpd #vmvpd https://lnkd.in/eRg386HY
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Home screen takeovers are poised to overtake the #connectedTV ad market. OK, that’s a bit strong. But non-traditional streaming ad formats, such as #CTV platforms’ home screen placements, did sorta steal the spotlight during this year’s #NewFronts. Roku, Samsung Electronics and VIZIO each used their NewFront presentations to introduce new ad options that go beyond the standard 15- and 30-second interstitials.
How CTV platforms are pushing non-traditional ad formats — but not too far
digiday.com
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Unleashing the Power of OTT and CTV Advertising 📺🌐Part 1 In the era of cord-cutting and digital streaming, OTT (Over-the-Top) and CTV (Connected TV) advertising have emerged as powerful tools for businesses to reach their target audiences. Here's how they work: 🌐 OTT Advertising: OTT refers to the delivery of video content over the internet, bypassing traditional cable or satellite providers. Popular OTT platforms include services like Netflix, Hulu, Amazon Prime Video, and more. OTT advertising allows businesses to place ads within these streaming platforms, reaching viewers who consume content on various devices, such as smart TVs, mobile devices, and tablets. 📺 CTV Advertising: CTV, or Connected TV, refers to traditional television sets connected to the internet, allowing viewers to stream content from various OTT platforms. CTV advertising targets viewers who consume content through these internet-connected TVs, offering a more traditional TV-like viewing experience. Contact us today at https://buff.ly/3FOObXQ #OTTAdvertising #CTVAdvertising #StreamingAds #TargetedMarketing #DigitalAdvertising #emeraldcoastidb
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Founder and CEO | Anantadi | Virtual Product Placement for TV, OTT, and FAST | Amplifying Revenue with AI-driven Ad Tech
How Ad-Supported OTTs Are Winning More Viewers (At a faster pace!) The latest data reveals a clear trend. Ad-supported over-the-top (OTT) platforms are gaining significant traction among viewers, outpacing all other streaming models. As the graph illustrates, the number of users engaging with free, ad-supported OTT video is projected to reach nearly 2 billion by 2029. This impressive growth significantly surpasses that of both subscription video on demand (SVoD) and transactional video on demand (TVoD) services. // Let's take a Closer Look at the Numbers // While the graph showcases several distinct categories of OTT video consumption, the standout is the rapid growth of free, ad-supported OTT. This segment, which includes both advertising video-on-demand (AVoD) and free ad-supported streaming TV (FAST) services, is projected to more than double its user base between 2020 and 2029. // Why is Free, Ad-Supported OTT Growing So Rapidly? // The appeal of free content, coupled with improved ad experiences and the increasing availability of connected TVs (CTVs), is driving this surge in popularity. Free, ad-supported OTT platforms offer a cost-effective way for consumers to access a wide range of content, from on-demand movies and TV shows to live linear channels. It will be interesting to see how this trend continues… If free, ad-supported OTT continues to grow at such a rapid pace, it could reshape the entire streaming landscape, potentially surpassing subscription-based models in the coming years. . . . . . . P.S. Will free, ad-supported OTT become the dominant force in the streaming world? Share your predictions in the comments! #StreamingWars #OTT #AVOD #FAST #FreeStreaming
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What's the secret behind the CTV App's success? Using CTV (Connected TV) apps offers several benefits for both viewers and content providers: 👉Convenience: CTV apps provide viewers with the convenience of accessing their favorite content directly on their smart TVs, streaming devices, or gaming consoles. This eliminates the need for additional hardware or cable subscriptions, allowing users to enjoy a seamless viewing experience from the comfort of their living rooms. 👉Wide Range of Content: CTV apps offer a vast library of content, including movies, TV shows, live events, and original programming, catering to a diverse range of interests and preferences. Whether you're a fan of dramas, comedies, documentaries, or sports, there's something for everyone to enjoy. 👉On-Demand Viewing: With CTV apps, viewers have the flexibility to watch content on their own schedule. Whether it's catching up on missed episodes of a favorite show or binge-watching an entire series, on-demand viewing allows users to control when and how they consume content. 👉Personalization: Many CTV apps offer personalized recommendations based on users' viewing history and preferences. This helps viewers discover new content that aligns with their interests, ensuring a more tailored and enjoyable viewing experience. 👉Ad-supported Options: Some CTV apps offer free, ad-supported content, providing viewers with access to high-quality programming without the need for a subscription fee. This makes CTV apps a cost-effective option for budget-conscious consumers who still want access to premium entertainment. Overall, CTV apps offer a convenient, customizable, and cost-effective way for viewers to access a wide range of high-quality content on their preferred devices, revolutionizing the way we consume television in the digital age. #myCast offers a Content Distribution Platform for content owners that want to be part of this success and bring new interesting and unique entertainment for viewers. Feel free to reach out and discover more about myCast. 👏🏼 #myCast #CTV #streamingtv #movies #content #contentowner #entertainment #TVadvertising
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Delivering better cross-channel measurement | UK Sales Director at Beatgrid
1moIf only you knew of a partner who could measure exposure to all these platforms on a person level basis? 🤔 😏 💡