Operative’s Post

Really smart article Alan. The other thing worth mentioning is the need to activate linear and streaming. We think we have a streaming frequency issue and a linear frequency issue, when in fact to consumers there's an overall TV frequency issue. If I see 10 Progressive ads on linear, then another 10 on streaming, it's a waste of impressions and a terrible consumer experience. The industry needs more talk about how to optimize cross-platform activation.

As the media landscape continues to evolve, one of the biggest challenges facing TV networks and streaming services is the inefficiency of maintaining separate business models for linear and streaming content. A new article from TVREV dives into this issue, arguing that media companies need to focus on creating a unified viewing experience across platforms, rather than trying to manage linear and streaming as separate entities. https://lnkd.in/dgaymPXs

How to sell Linear and Streaming TV "Consumers don’t differentiate between linear and streamings or TV and digital. To them, it’s all just TV. Given this, it’s time to rethink how we sell advertising inventory so that it aligns with the way viewers see it. Instead of the outdated dichotomy of linear versus streaming, we need to categorize inventory into premium and non-premium across both platforms." https://lnkd.in/ef9-WFp9 #CTV #connectedtelevision #CTVadvertising #FAST #streaming #connectedTV

Google's Display & Video 360 sees a 120% increase in return on ad spend ~ We're experiencing a significant shift in marketing. The rise of streaming has redefined how we think about TV viewing. In addition to traditional shows, movies, and sports, user-generated content has gained prominence on television screens worldwide. Nielsen's recent report on total TV and streaming in the U.S. revealed that YouTube broke records for watch time in March 2024, making it the most popular streaming platform. Advertisers who integrated their video campaigns with Google's Display & Video 360 saw a 120% increase in return on ad spend compared to those who purchased online video ads separately without managing frequency centrally.

"Roku is the No. 1 streaming platform. We have half the broadband households [in the U.S.] and something we want to make sure we can do as the largest, most-scaled platform is empower streaming as an entire channel to be one of the most strategic channels that there is for marketers." - Kristina Shepard Half the U.S. Households - your voters are there- why aren't you? Turn It Blue Digital now offers Hulu & Roku integration in our self service platform!

In this week's Video News, we cover how much time people spend watching streaming video, the impact streaming bundles have on subscriber retention, which new products consumers are willing to try, and the future of the scatter marketplace. https://lnkd.in/e9QCaJMz

Jo Kinsella, the lines between traditional linear TV and digital streaming have blurred, and AD-ID is a powerful tool for bridging this gap. AD-ID's metadata can unlock some of the best features of both worlds. If you, like me, believe that impressions will drive the future of our industry, our systems must support capabilities inherent to an impression-based delivery model. Two key capabilities are critical: competitive separation for TV ads across program breaks and frequency caps for streaming ads. AD-ID plays a crucial role in managing competitive separation by embedding metadata about the industry, brand, and model. While frequency caps present a more complex challenge—ideally spanning delivery mechanisms and content providers—AD-ID can help by standardizing naming conventions across platforms. To fully embrace an impression-based model, we must shift from spot-based currency to impressions. This requires a way to measure TV impressions, a medium currently lacking an inherent measurement system. While STB data and ACR have made strides, inconsistencies remain, especially when compared to digital streaming, where impressions are often measured by viewing quartiles. It's clear the industry needs a better solution. Transitioning to an impression-based model without one-to-one addressable ad delivery means billing will depend on the number of viewers meeting target criteria at any given time. Maximizing target audience viewership by spot becomes essential, and this is where data-driven linear strategies will shine. While other metrics like panel-based viewership and attention metrics have their place, I believe impressions will become the preferred currency for targeting and measurement. The technology exists to make this shift, and it's time to overcome market inertia.

Solomon’s Head of Global Media Mark Boidman explains that bundling streaming services together can reduce customer churn and enable platforms to aggregate audiences that can be targeted by advertisers, “which could be very valuable.” Read more: https://lnkd.in/erbfE2ZY AFP, Thomas Urbain #streaming #streamingwars #media #advertising #bundling

Measurement Is Key to Make Streaming TV Ad Revenue Grow Even Faster

Measurement Is Key to Make Streaming TV Ad Revenue Grow Even Faster