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New LG Ad Solutions Study Reveals Advertisers Should Prioritise The Total TV Experience For Effective CTV Campaigns Research from LG Ad Solutions and MediaScience Shows That Integrating CTV Video, Native, and Mobile Video Enhances Campaign Effectiveness LG Ad Solutions, in collaboration with MediaScience, today released a groundbreaking study that underscores the effectiveness of creating a seamless Connected TV (CTV) advertising experience. The study, titled The Connect Effect, demonstrates that integrating CTV Video, Native, and Mobile Video ads within a single campaign boosts key brand metrics and performance. The study revealed that brands incorporating a full TV experience – spanning CTV Video, Native ads, and Mobile Video – into their campaigns saw significant improvements in performance. Brand awareness increased by 4.7 times, ad recall surged by 8.7 times, and brand consideration grew by 11.2 times, all while reducing cost per visit by 23%. “Since 2014, Smart TV adoption in the UK has surged to 74%, transforming how viewers, advertisers, and content publishers interact beyond traditional TV. To fully capitalise on CTV environments, brands must look beyond the 30-second spot and focus on the complete TV viewing experience.“ said Ed Wale, VP Europe of LG Ad Solutions. “Appearing on the first screen people see, offers a unique chance to capture consumers’ attention at the very first moment of engagement, setting the tone for the entire viewing experience and making a lasting impact where first impressions matter most.” The Smart TV home screen is becoming a more important factor in the path to content. On average, people access more than seven different content sources on their Smart TVs, and 42% of viewing starts without a specific plan in mind, making the Smart TV home screen a crucial gateway for engaging consumers. LG Smart TV users will visit the home screen three times per day on average. MediaScience’s eye-tracking phase of the study revealed that: LG Smart TV users stay on the LG Smart TV Home Screen for 33 seconds on average.  85% of viewers looked at the Native ad for an average of 7 seconds or 14% of their total screen time.  Viewers looked at the Native ad +132% longer if there was a video component and +46% longer if there was a QR code. Although linear TV still commands two-thirds of ad spend, its longer ad breaks and lack of frequency control have diminished its effectiveness compared to newer platforms. The study found that including linear TV in a campaign mix negatively impacted ad perception across almost all tested attributes. The total TV experience doesn’t stop with the Smart TV ecosystem. Ninety-three percent of viewers use other devices while watching TV, with 71% holding their phones throughout their viewing. Advertisers can enhance engagement by creating connected experiences that span multiple screens. CTV campaigns that combine Native and Mobile Video components achieved a significant lift in brand...

CTV’S UNSTOPPABLE RISE: NEW STUDY BY SHOWHEROES GROUP AND KINESSO REVEALS KEY TRENDS IN VIDEO AD ENGAGEMENT ACROSS EUROPE ShowHeroes Group, a global leader in contextual online video and CTV advertising, and KINESSO, a technology-driven performance marketing agency, have released a sequel to ShowHeroes’ acclaimed scientific study of audience behaviour when watching CTV advertising. “The study, titled “Why CTV Reigns Supreme in the Attention Economy: Part 2,” is a follow-up to ShowHeroes’ acclaimed 2022 research and offers fresh insights into CTV’s dominance in the TV space. With 1,000 participants surveyed across six key European markets – Germany, the UK, France, Netherlands, Belgium, Spain – the research combines detailed surveys and cutting-edge eye-tracking technology to explore how viewers engage with CTV advertisements. “CTV advertising is a rapidly expanding market that demands constant innovation. Innovation demands understanding,” says Sarah Lewis, Global Director CTV at ShowHeroes Group. “Our new study shines a stronger light than ever on user attitudes and behavior to help all of us in the industry deliver CTV advertising people want to see and respond to.” The research was divided into two key parts: in the first, users across all six aforementioned markets were surveyed to understand their attitudes and viewing behavior toward CTV and CTV advertisements. In the second, the same respondents were asked to watch a video and had their behavior recorded by eye-tracking software. The study uncovered valuable findings, including the fact that enhanced CTV ads with on-screen animations are popular with viewers, and CTV was the most popular OTT screen among respondents. Key Findings:  CTV Viewership Soars: 86% of viewers are now watching CTV, which represents a 6% increase from 2022 Youth Drive CTV Growth: Younger audiences lead the charge in the switch to CTV with markets like Spain and the UK dominating  Content Preferences Differ: Content is key as Connected TV and Linear TV audiences are engaging with distinct types of content highlighting the importance of tailored ad strategies “CTV usage and advertising are growing fast, which is why learning more about this medium is so relevant,” said Stefan Bliekendaal, Head of Data Tech & Insights at KINESSO. “We were excited when ShowHeroes asked us to come on board for this essential follow-up research and I’m sure the findings will be valuable for the whole industry.” “CTV is a leading topic in digital advertising for a reason: it’s popular and extremely effective. We’re proud to be at the forefront of CTV research and innovation,” said Ilhan Zengin, CEO at ShowHeroes Group. “Our 2022 study was ambitious and set a bold precedent, pushing the boundaries of what we understood about CTV, and hugely rewarding for us and much of the industry. Since then, CTV has not just grown, it has transformed, making it essential to revisit and deepen our insights. This latest research not only...

One of the most important shifts is the introduction and growth of addressable advertising as a complement to traditional TV buys. Nearly half of advertisers say addressable TV played a role in their 2023-2024, with a greater proportion expected this year. Here are three reasons why: 1. Addressable advertising provides a solution. It uses deterministic data, typically authenticated against an MVPD or streaming-service registration, to match audiences against confirmed household data, resulting in more effective match rates. A recent analysis found that addressable match rates are more precise than IP addresses and can obtain a nearly 95% initial match rate when used for audience targeting. 2. Premium, brand-safe environments. Amid ongoing fraud issues, premium inventory is more important than ever, and is essential to delivering a more positive viewing experience—which ultimately makes for more positive brand sentiment. In fact, research found that viewers have 58% higher unaided recall for ads in premium environments. 3. Growing scale. Thanks to growing adoption, addressable advertising has reached the scale that was holding it back for so long. Marketers have access to millions of impressions from audiences that are authenticated against MVPD subscriptions or streaming registrations. Today, addressable TV makes it possible for brands to reach audiences across TV, set-top box, video on demand and streaming in a single campaign, and drive reach with brand safety, accuracy and accountability. Comcast found that addressable is 46% more likely to reach households that watch little or no linear TV, making it the perfect complement to a traditional TV buy. When added to a TV buy, addressable can help ensure marketers are reaching their target audiences with precision and accuracy, when and where they are watching. Looking to add addressable TV to your TV mix, reach out to M Kelly Media at 917-363-2399 or [email protected]

One of the most important shifts is the introduction and growth of addressable advertising as a complement to traditional TV buys. Nearly half of advertisers say addressable TV played a role in their 2023-2024, with a greater proportion expected this year. Here are three reasons why: 1. Addressable advertising provides a solution. It uses deterministic data, typically authenticated against an MVPD or streaming-service registration, to match audiences against confirmed household data, resulting in more effective match rates. A recent analysis found that addressable match rates are more precise than IP addresses and can obtain a nearly 95% initial match rate when used for audience targeting. 2. Premium, brand-safe environments. Amid ongoing fraud issues, premium inventory is more important than ever, and is essential to delivering a more positive viewing experience—which ultimately makes for more positive brand sentiment. In fact, research found that viewers have 58% higher unaided recall for ads in premium environments. 3. Growing scale. Thanks to growing adoption, addressable advertising has reached the scale that was holding it back for so long. Marketers have access to millions of impressions from audiences that are authenticated against MVPD subscriptions or streaming registrations. Today, addressable TV makes it possible for brands to reach audiences across TV, set-top box, video on demand and streaming in a single campaign, and drive reach with brand safety, accuracy and accountability. Comcast found that addressable is 46% more likely to reach households that watch little or no linear TV, making it the perfect complement to a traditional TV buy. When added to a TV buy, addressable can help ensure marketers are reaching their target audiences with precision and accuracy, when and where they are watching. Looking to add addressable TV to your TV mix, reach out to M Kelly Media at 917-363-2399 or [email protected]

I am proud to present: W Media Research's Global and U.S. Connected TV Advertising Forecast 2020 - 2028! Global CTV advertising is rapidly growing, with spending projected to more than double from $55.4 billion in 2023 to $128.5 billion by 2028. The U.S. currently leads in CTV ad spending, but international spending is expected to surpass the U.S. by 2026. CTV's growth is fueled by consumer shifts from cable to streaming, generational preferences for digital video, and advancements in advertising technology. Challenges for CTV advertising include inventory fragmentation, weak ad targeting and frequency capping, lack of measurement standards, and advertising fraud. Significant market share is held by a few major publishers like YouTube, Hulu, Roku, FreeVee, and Peacock, with Disney+, Netflix, and Amazon set to see massive sales growth. List of Figures: Figure 1: U.S. And International CTV Advertising Spend 2020 - 2028, $B Figure 2: U.S. CTV Advertising Spend 2020 - 2028, $B Figure 3: International CTV Advertising Spend 2020 - 2028, $B Figure 4: Major U.S. CTV Publisher 2023 Ad Revenues, % Market Share List of Tables: Table 1: U.S. And International CTV Advertising Spend 2020 - 2028, $B Table 2: Major U.S. CTV Publisher 2023 Ad Revenues, $M https://lnkd.in/gbrCzAYW

I am proud to present: W Media Research's Global and U.S. Connected TV Advertising Forecast 2020 - 2028! Global CTV advertising is rapidly growing, with spending projected to more than double from $55.4 billion in 2023 to $128.5 billion by 2028. The U.S. currently leads in CTV ad spending, but international spending is expected to surpass the U.S. by 2026. CTV's growth is fueled by consumer shifts from cable to streaming, generational preferences for digital video, and advancements in advertising technology. Challenges for CTV advertising include inventory fragmentation, weak ad targeting and frequency capping, lack of measurement standards, and advertising fraud. Significant market share is held by a few major publishers like YouTube, Hulu, Roku, FreeVee, and Peacock, with Disney+, Netflix, and Amazon set to see massive sales growth. List of Figures: Figure 1: U.S. And International CTV Advertising Spend 2020 - 2028, $B Figure 2: U.S. CTV Advertising Spend 2020 - 2028, $B Figure 3: International CTV Advertising Spend 2020 - 2028, $B Figure 4: Major U.S. CTV Publisher 2023 Ad Revenues, % Market Share List of Tables: Table 1: U.S. And International CTV Advertising Spend 2020 - 2028, $B Table 2: Major U.S. CTV Publisher 2023 Ad Revenues, $M https://lnkd.in/gUQbBijK

IPL 2024: Advertising Landscape Insights(Key questions at bottom) As the IPL kicks off, advertisers are in the spotlight. After learning about media planning in one of our IMC classes, I took on the challenge of decoding this year's IPL advertising scene. Here are the key highlights 1) Disney owned Star India retained TV broadcasting rights for the Indian Premier League while Jio Cinema has streaming rights. JioCinema, official streamer of IPL, has declared 18 sponsors including Pepsi, Rapido, Upstox, Britannia, Parle, Charged by Thumbs up etc and nearly 250 advertisers. 2) JioCinema expects to reach 650 million users. This possesses fabulous opportunities for brands to drive awareness during IPL. However, Disney + Hotstar displayed concurrent viewership( directly reflects the number of people watching at a specific time) while JioCinema displays Cumulative which doesn’t give advertisers insight into how many people are watching ad at that very moment. Some advertisers argue that Cumulative viewership provides a clearer understanding of total reach, which is crucial for decision-making. 3) Star Sports is debunking the myth that IPL advertisements are only for gigantic players by introducing the “Start-Up Power Play” program which gives early-stage startups a 60-second commercial during each IPL match. 4) Since Viewership is now switching from Television to OTT Platforms, Digital ads are new talk of the town. Digital ads on OTT platforms give advertisers the advantage of geo-targeting where advertisers are now able to target particular areas and make an impact. Also, 12-language streaming on Jio Cinema has led to interest in advertising especially in small towns. Major branding spots include Mid-Rolls video ads, Billboard and Features. 5) JioCinema has also introduced Brand Spotlight, offering premium ad positioning where brands share exclusive behind-the-scenes stories during IPL matches. This helps in making ads more engaging. 6)IPL season indeed is a great time to advertise however there are companies who have a different perspective as well. Companies like RedBus refuses to advertise and calls it “expensive & cluttered” Food for thought: These insights raise two important questions to me. With Reliance's involvement in both broadcasting and streaming IPL 2024 through their joint venture with Disney, there's a monopoly in such a significant Indian event. What's your view on such concentrated control? Moreover, while giants like Pepsi can afford extensive ad durations and frequency, do smaller brands stand a chance at building awareness? Share your thoughts. As this is somewhat new to me, please feel free to correct any misinterpretations #marketing #advertising #ipl #cricket #ipl2024

TV Advertisements are DEAD. This is why CTV is the Future of Marketing. Remember the frustration of flipping through endless commercials just to catch your favorite show? Those days are fading faster than ever. Consumers have decisively cut the cord, and with that shift, Connected TV (CTV) has emerged as a powerhouse in performance marketing. But what exactly is CTV? In a nutshell, it's advertising that reaches viewers through internet-connected television devices like smart TVs, streaming sticks, and gaming consoles. Think of it as the best of both worlds: the massive reach of traditional TV combined with the precise targeting and data-driven insights of digital marketing. For example, seeing a full-fledged commercial for a product in between watching a movie on JioCinema. Here's why CTV is a game-changer for performance marketers: Targeted Reach: No more scattershot advertising. CTV leverages viewer data to pinpoint your ideal audience segment, ensuring your message reaches the right people at the right time. Engaged Viewers: Unlike passively flipping through channels, CTV viewers are actively choosing the content they watch. This translates to a more attentive audience primed to receive your message. Measurable Results: Forget relying on estimates and guesswork. CTV offers granular campaign measurement, allowing you to track impressions, clicks, and conversions with pinpoint accuracy. This data empowers you to optimize campaigns in real-time and maximize your return on investment (ROI). Cost-Effective Alternative: Compared to traditional TV advertising, CTV often boasts lower costs. This allows you to stretch your marketing budget further while achieving significant results. This rapidly growing channel offers a powerful combination of targeted reach, engaged audiences, and measurable results. As the industry evolves, CTV promises to be an essential tool for any brand looking to optimize campaigns and achieve maximum ROI. What are your thoughts on the transition of entertainment and advertising from TV's to OTT? Let us know in the comments below!

Microsoft brings video and CTV ads (including Netflix inventory) to Advertising Editor Microsoft is expanding its advertising toolkit, now supporting Video and Connected TV (CTV) ads in its Advertising Editor. They are also including Netflix in its CTV network across 10 countries. Why we care. This move allows advertisers to manage video campaigns in bulk, streamlining the process of reaching audiences across highly engaged audiences watching Netflix’s award-winning content, and more. What’s new. Video and CTV ads now supported in Microsoft Advertising Editor Bulk campaign creation and direct video creative uploads Auto-created device targeting based on campaign type Netflix inventory available for CTV campaigns in U.S., Canada, Brazil, Mexico, U.K., France, Germany, Italy, Spain, and Australia The big picture. Microsoft’s network spans from web browsing to popular streaming platforms like Netflix and Hulu, putting brand messages “front and center” everywhere. How to access video bulk editing in Editor: Update to the latest version of Microsoft Advertising Editor Select “get changes” to enable the feature How to access the Netflix inventory: Accept Netflix inventory policy in ad group settings Ensure video creative meets Netflix’s quality standards Between the lines. By simplifying video ad management, Microsoft is making it easier for brands to tell their stories across diverse digital networks. June 04, 2024 at 04:01PM

Whilst everyone's talking about Retail Media, CTV and DOOH, we´re talking Virtual Product Placement (VPP). VPP is quietly doing great things and deserves a spotlight as advertisers are seeing value in this space. VPP is gaining momentum due to its subtlety and appropriateness. Instead of an ad which interrupts your viewing experience, shows someone you have no affinity with drinking a can of Coke when you're actually on the Gordon's, VPP embraces what you're watching, finds the best opportunity to show you a relevant product and slots it into the scene. The opportunities go beyond cola and gin: think Dorothy in Oz and her red shoes being swapped for a pair of Nike Air Max to get her home quicker, copyright aside. Mirriad, founded in 2007 in the UK, is a pioneer in VPP, offering seamless post-production integration of branded products into video content, including movies, TV shows, video games, and influencer content, using their patented AI technology. With some big supply side partnerships in the US and LATAM and strong PE investment, they are leading the way. The new partnership with TripleLift SSP opens up the ability to buy VPP advertising programmatically across CTV, VOD and FAST, making it even more attractive. You know it's getting serious when Amazon get in on the act. Their new VPP tool, still in beta, allows advertisers to insert products into streaming content on Amazon Prime Video and Freevee. Let's look at some of the other players: • Ryff – founded in 2018 in LA, their proprietary AI tech inserts products virtually into edited or fully mastered content Last year, they secured a pilot with Comcast Technology Solutions, to develop next-gen video advertising solutions. They raised USD$11.7 million in funding in 2021. • Rembrand – founded in 2022 in California, the programmatic platform enables publishers, studios, networks and agencies to create VPP revenue streams, with AI generated hyper-realistic integrations into post-production digital video. With US$8 million in seed funding last year, it's run ex BlueKai, Amazon, Facebook and Cisco talent. • BENlabs – founded in 1989 in Seattle by Bill Gates, BENlabs is a trusted name in product placement, now with their own custom AI tech to support VPP post-production. With major global production partnerships, they have access to pretty much any platform, studio, or location. • Swappear – founded in 2015 in Hungary, provide vision-based product placement for video-sharing sites, according to the user profile. • SynthnEyes – a BorisFX product, is a camera-tracking system and match-moving application. Whilst not a pure VPP player, the tech is a VPP enabler. • Kinetic Vision – proprietary AR/VR technology, and a leader in the industrial metaverse space. Their VPP tech lets brands place full-size or 3D virtual products anywhere from trade shows to conference rooms. So yes, VPP is a little bit like Oz and I'll be keeping an eye on where this yellow brick road leads. #VPP