Oscar Padilla

✅🖥️ DIGIDAY (6/27): “NBCU and Warner Bros. Discovery (WBD) are making inventory on the Peacock streaming platform and the Eurosport website and supporting apps available to buy in private marketplaces (PMP for programmatic advertisers). That development could mean brands with smaller budgets can access huge Olympic audiences previously fenced off to big spenders. Peacock is set to carry the entire Olympic schedule — over 5,000 hours of live sports — and ads running against that coverage will all be available to buy programmatically, via a partnership with ad tech provider The Trade Desk. At the same time, Warner Bros. Discovery, which holds coverage rights across Europe via its Eurosport brand, has also begun to make inventory on its Olympic coverage available programmatically. It launched a new marketplace in May, WBD Connect, which gives advertisers access to ad inventory across CNN International Commercial (CNNIC) and WBD Sports Europe, including Eurosport, in partnership with ad tech vendor Magnite. While Eurosport streaming ads WBD’s streaming platforms Max and discovery+ will not be available to buy programmatically, the publisher has put ads on the Eurosport website and apps on the table. Like NBCU, the majority of WBD’s inventory is available via PMPs, though it’s also making a limited inventory available to the open market via pre-bid and in-app mediation.” ⬇️ #streamingtv #programmatic #olympics #ctv #ott #avod #smarttv https://lnkd.in/eeGpq4d7

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More than just media.

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When was the last time you saw a TV commercial? Many consumers have moved to streaming television (CTV/OTT) over linear cable, but ads are quickly infiltrating what has been an ad-free arena. Two things are happening: the American public is moving to streaming, and ads on streaming are growing fast. A recent report by DoubleVerify and TVision highlights some compelling data on the growing influence of CTV ads, indicating a shift in viewer attention that marketers cannot afford to ignore. According to the report, U.S. viewer attention to CTV ads surged to 51.5% in the first quarter of this year, up from 49.2% the previous quarter. While linear TV still holds a slight edge in overall ad attention at 54.5%, premium CTV apps have now surpassed linear TV, achieving a remarkable 56.1% attention rate. This trend signifies a pivotal moment for advertisers. With CTV ad volumes increasing across major brand categories, industries like education, electronics, and consumer products are witnessing significant boosts in ad spend. Additionally, political and government ads have seen a surge as we approach the upcoming election cycle. The report also reveals interesting insights into consumer behavior. Most households use three or fewer CTV apps, with YouTube, Netflix, and Hulu leading in viewership. Furthermore, the reach of free ad-supported streaming TV (FAST) apps, such as The Roku Channel, has grown by 9%, reflecting the expanding CTV ecosystem. So, what does this mean for advertisers? 1️⃣ Enhanced Engagement: CTV offers an interactive and immersive viewing experience, capturing viewers' attention more effectively than traditional linear TV. 2️⃣ Targeted Advertising: With advanced data analytics, CTV enables precise audience targeting, ensuring that ads reach the right demographic at the right time. 3️⃣ Flexibility and Innovation: CTV allows for creative ad formats and dynamic content delivery, allowing brands to experiment and innovate. Yan Liu, CEO of TVision, aptly stated, “Each quarter, we see advancements in CTV advertising - in terms of reach and scale but also in terms of attention and engagement from viewers.” This sentiment is echoed by the report's findings, which underscore the increasing value and effectiveness of CTV advertising. As we continue to navigate the transformation of media consumption, it's clear that the CTV trend continues to grow despite naysayers. But evenmore importantly, in the same way that death and taxes are inevitable, so are ads. Brands that leverage the unique advantages of CTV will be better positioned to engage their audiences, drive conversions, and achieve long-term growth. ❓ What are your thoughts on the evolution of CTV❓ Comment 👇 For more insights, check out the full article here: https://lnkd.in/etw-q_Ri #Marketing #CTV #Advertising #DigitalTransformation #AdTech Data Genomix

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"The most important thing is direct connections, because in live, milliseconds matter." — FreeWheel GM Mark McKee sat down with Beet.TV at hashtag#CannesLions2024 to discuss our new programmatic suite geared toward live delivery. Watch the full interview: https://bit.ly/4cOnQrX Download FreeWheel's new report focused on the latest live TV trends in the streaming environment, and how to capture audiences in the moment: https://bit.ly/3y1pxCV #EffectvEmp

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✅🖥️ Nielsen Gauge (6/18): “Nielsen’s May 2024 report of The Gauge™ revealed a powerful Convergent TV win for Young Sheldon, with 6B viewing minutes for the month across broadcast, cable and streaming. After seven seasons on CBS, Young Sheldon concluded its successful run in a series finale which drew 11.74MM viewers (L+7). The sitcom consistently garners considerable viewership in syndication as well, which includes runs on cable networks like TBS and Nick-At-Nite, and broad streaming availability on Paramount+, Netflix and Max. The 6MM viewing minutes captured by Young Sheldon in May were split almost exactly in half between traditional linear channels and streaming platforms. Additionally, May marked record highs for streaming’s share of TV usage, as the category accounted for 38.8% of TV, and for streaming platforms Tubi with 1.8% of TV usage and The Roku Channel with 1.5%. FAST platforms (Tubi, The Roku Channel, PlutoTV) continued their momentum and each gained 0.1 pt. in May, culminating in a combined 4.1% share of TV this month. In addition to hitting platform-high shares, Tubi and The Roku Channel also showed significant year-over-year growth with Tubi usage up 43% and The Roku Channel up 36% compared with May 2023. YouTube continued its run as the top streaming platform and tied its previous platform-best share of 9.7%, which it set in March 2024. Behind YouTube was Netflix, which maintained a 7.6% share of TV and owned this month’s most watched streaming title: Bridgerton.” ⬇️ #streamingtv #canneslions #avod #fast #ctv #ott #upfronts https://lnkd.in/eeQDyYaq

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While I can’t speak to the legitimacy of the accusations herein, this is still a worrying situation for advertisers everywhere. Publications whose reputations are staked on their image of legitimate business are not what many may expect to be perpetrators of MFA Ad fraud. That being said, we can better understand ad fraud by looking at the incentive changes on the supply side of these AdTech deals. Ad fraud particularly harms multicultural publishers, as their reach and impact receive decreased impact when improperly assigned to Ad spaces. #AdFraud #AdTech #ProgramaticSupplyChain

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Of course it works for Prime Day, but the real story is how well radio works for less-Amazonian e-tailers. A 15:1 sales/spend ROI is pretty damn good no matter what size you are. #RadioAdvertising #Advertising #ecommerce

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✅🖥️ AdExchanger (4/24): “The (CTV/ OTT apps) with the best chances are those that can turn their media into a performance marketing channel with targeting and attribution that looks and feels like digital advertising – at least according to investors on Wall Street, said Laura Martin, senior media and internet analyst at Needham & Company. The way investors see it, upper-funnel advertising alone simply isn’t good enough for streaming to be valuable. Platforms have to be able to attribute actual business outcomes to their ad inventory, or risk losing out to the competition. It’s also harder to earn a profit in streaming because there’s less ad inventory compared to linear TV. But in their quest for outcomes-based measurement, streaming platforms are transforming into mini walled gardens with vaults of viewership and audience data under lock and key, according to Martin. Which certainly goes against the buy-side push for more transparency into streaming data and inventory, she added. Some platforms are stuck between a rock and a hard place. They face conflicting demands between investors and advertisers. Now, winners and losers are starting to emerge.” ⬇️ #streamingtv #ctvadvertising #ebita #brandformance #tv3

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Instacart and NBCUniversal’s new partnership connects CPG with Streaming and has the potential to change retail. NBCUniversal and Instacart are broadening their existing collaboration to introduce a fresh retail media avenue, allowing Instacart’s CPG advertisers to interact with viewers through NBCU’s streaming and linear TV content. In late 2023, the two companies united to incorporate NBCU’s Peacock streaming platform into the Instacart+ membership package. Now, advertisers gain access to engage consumers through NBCUniversal’s content and analyze campaign effectiveness by leveraging ad exposure and purchase data from Instacart. Tim Castelli, VP of Global Advertising Sales at Instacart, highlighted the forthcoming capability for NBCUniversal advertisers to utilize Instacart’s first-party audience data to enrich their streaming campaigns and validate their impact through closed-loop measurement. This seamless integration presents a mutually beneficial scenario for consumers and brands alike, enabling viewers to encounter a CPG ad on streaming platforms and have the product delivered within an hour via Instacart. The rollout of this offering is slated for Q2 on the streaming service, with plans to extend to linear programming. With this collaboration, CPG brands can engage with the next wave of grocery shoppers in an immersive setting. This initiative aligns with a broader trend among established retail media players such as Instacart, aiming to integrate their first-party shopper data into third-party advertising environments. https://lnkd.in/g9rcxrVJ #digitalmarketing #retail #firstpartydata #CPG #advertising #OTT

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✅⬇️ AdExchanger (5/24): “To some degree, the digitization of TV marketing is inevitable. Wall Street investors prefer advertising and media companies with the most promising long-term profitability. One way to get there is for streaming companies to access shopper data and strike partnerships with retailers to court advertisers with the promise of performance and attribution. Publishers want to relabel connected TV as a performance channel, (an analyst) said. But if that happens, she continued, “CTV will lose its cred” among buyers and brands as a viable replacement for legacy linear commercials. Say what you will about linear, but it’s a mass reach vehicle. And if CTV doesn’t provide the same reach opportunity, Wall Street may cool on public companies with a CTV advertising business, (the analyst) said. The reality is, upper-funnel channels, like streaming, have a strong downstream impact on outcomes even if they don’t directly drive a purchase. For example, CTV’s ability to drive mass reach and brand awareness is why more retail media spend is moving to streaming, said Max Willens, a senior analyst at eMarketer, also speaking at Programmatic I/O this week. According to eMarketer, the proportion of retail media spend going to CTV should grow from 12% this year to 20% by the end of 2027.” ⬇️ #shoppabletv #streamingtv #programamtic #ctv https://lnkd.in/eu7AbtTU

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✅🖥️ 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

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Exciting times ahead for TV advertising! Explore Nielsen's latest article from @Alison Gensheimer, our Head of Marketing, as she discusses the convergence of linear and streaming TV. Discover why continuous planning, optimization and adaptable data strategies are the keys to success in today's converging TV landscape. #nielsen #tvadvertising #lineartv #streamingTV

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Measurement remains a paramount concern for CMOs in the back half of 2024. A recent WARC survey underscores this sentiment, revealing that 78% of CMOs are prioritizing better measurement frameworks to enhance decision-making and prove ROI. Verizon Value CMO Cheryl Gresham’s commentary in Ad Age underlines these findings, emphasizing the need for robust outcomes measurement to drive ad effectiveness. Understanding the true impact of your marketing efforts is more critical than ever in today's complex TV environment. Outcomes deliver tangible results, empowering Fortune 500 CMOs like Cheryl to make informed, strategic decisions that align their organizations. Effective outcomes measurement isn’t just about proving value – it’s about shaping future strategies with confidence. Great read from Adrianne Pasquarelli. https://lnkd.in/eaKPZ53t #CMO #measurement #outcomes

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"shrinking losses" to only 295M from a 511M loss -- look at all that revenue though - 1.87 BILLION Lots to work with #advertising #revenue #streaming #profit #Business #Loss #bundle During the latest quarter, the company hit 71 million Paramount+ streaming subscribers worldwide, up from 67.5 million Paramount+ customers at the end of its fourth quarter, with 3.7 million customers added during the past three months. "And the studio shrunk its streaming loss to $286 million for the first quarter, an improvement over a $511 million loss in Q1 2023. Direct-to-consumer revenue rose 24 percent to $1.87 billion, as advertising and subscription revenues were both up, driven by growth from Pluto TV and Paramount+" https://lnkd.in/ggJYiNwb

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The efficiency of programmatic supply paths is one of the key topics driving both digital transformation in the industry, as well as being a sticking point when it comes to dealmaking. This has led to numerous innovative enablements in recent years, and it is time publishers got a fairer end of the deal. #AdTech #AdPublishing #Data

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✅🖥️ Marketplace.org (7/8): “Paramount’s not alone, in the sense that they’re trying to become profitable in the wake of having all of these assets that are not as valuable as they once were,” said media consultant Brad Adgate. It’s not just the decline of broadcast television. It’s the challenge of creating a streaming platform that’s profitable. “It really comes down to content. I mean, I think the biggest challenge that subscriber companies have, like a Paramount+, or Disney+, is not getting subscribers, as much as it is keeping subscribers.” Whether Skydance CEO David Ellison, whose father founded Oracle, can turn things around for Paramount is a wait and see situation. University of Minnesota’s Joel Waldfogel is particularly skeptical about the streaming business. “It’s hard to understand how the bringing tech fairy dust in here fundamentally makes it sufficiently attractive relative to the other streaming services that it’s going to attract a lot of interest,” he said. Subscribers only really want to subscribe to maybe three different streaming services. Netflix and Amazon Prime Video take the top two spots. That makes it a competition for bronze, said Charles Schreger, a New York University professor and former HBO executive. “In order to compete and become third place, you need to combine those services,” he said. ⬇️ #streamingtv #ctv #ott #avod #svod #cordcutting https://lnkd.in/eenMRnZP

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It's predicted there could be 80 million "cord-cutting" US households by 2026, and adults aged 18 to 29 being the most prolific "cord-cutters". The legacy media giants have subsequently repurposed their business models based on the consensus that streaming will eventually take over from cable TV as their primary money-making engine. So if "cord cutting" is driven by consumers fed up of paying for a cable bundle of say 250+ channels, most of which they didn't watch, why have Disney and Warner Bros. Discovery announced their plan to bundle their streaming services? During the Covid pandemic streaming services boomed, and companies like Netflix, Apple, Disney and Warner Bros. spent billions of dollars making original shows to drive subscriptions. However, post-pandemic growth has slowed and the companies have reduced commissioning, switched focus to cost-cutting and trying to reach profitability - and profitability might just be within striking distance. You may have read that The Walt Disney Company nearly turned a profit in its streaming business for the first time in fiscal Q2, losing just $18 million between Disney+, Hulu and ESPN+. Today, Warner Bros. Discovery (WBD) reported its first-quarter results, demonstrating strength in its streaming unit. It added 2 million direct-to-consumer streaming customers during the quarter, bringing the total to 99.6m subscribers. It also saw revenue increase “modestly” to $2.46 billion from the previous year quarter. Advertising revenue for streaming proved to be a bright spot, increasing 70%, boosted by higher engagement on Max in the U.S., partly the result of subscriber growth to the streaming service’s "ad-lite" tier and the launch of sports on the app. So, getting back to the question, why would two competitors for subscribers come together with a bundle? Well, Disney+ is famous for its kids and family-friendly catalogue, boasting Marvel films, Star Wars and decades of animated films from Walt Disney studios. Warner Bros. Discovery's Max is home to the "quality" HBO brand, which includes series such as The Sopranos, Game of Thrones and The Last of Us, along with factual content from Discovery and CNN. Combine the two streamers and you have a very strong proposition to market. Sport and live events are becoming an increasingly important part of the audience offer. In a deal valued at $500m/year for 10 years, WWE's Monday Night Raw is heading to Netflix in Jan '25. Disney+ is planning to stream live sports from its ESPN networks. The mashup of Max, Disney+ and Hulu will make it easy for subscribers to access to a wide breadth of content at a time when content discoverability remains a major issue for consumers. For me we are seeing the traditional media companies back on familiar territory - that of delivering several services together - the pre-internet model. The bundle is back - but this time it's delivered over the internet. #television #streaming #media https://bit.ly/3ydhhj0

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Nielsen has released The Media Distributor Gauge, a cross-platform view of total TV consumption aggregated by parent media company. Instead of traditional television vs streaming, all content distributors are aggregated for a total picture of TV viewing today. https://lnkd.in/gPhCBRPx Gracenote #tv #tvadvertising #streaming #streamingmedia #tvviewing #content #contentconsumption

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