CTV Blueprint’s Post

From The Information: The battle for advertising dollars in television used to be dominated by networks like CBS and NBC. Now the most intense competition may be between newer #tech entrants—Google’s YouTube, Amazon’s Prime Video and Netflix. Less than six months after launching ads on its Prime Video streaming service, Amazon has made a deep impression on the ad market. The flood of ad slots on Prime Video is putting downward pressure on prices for everyone—including Netflix, The Walt Disney Company and NBCUniversal—in the upfront ad market, ad executives said. The upfront market is when advertisers negotiate their TV and #streaming ad commitments for the next 12 months. Meanwhile, since Amazon’s senior Prime Video executive Mike Hopkins claimed at an ad event in New York last month to have the “largest global ad-supported streaming service," executives from both YouTube and Netflix have begun planting seeds of doubt in advertisers’ minds about how big Amazon’s audience really is. The rising tensions show how quickly Amazon has reshaped the #advertising market since it started selling ads on its mainstream Prime Video service in January. While advertiser spending in the overall upfront market is likely to be flat this year, Amazon has a good chance of increasing its take by close to the 25% lift it has asked for, said three senior ad executives who oversee billions of dollars in upfront ad-spending commitments every year. Ad buyers say Amazon’s offering is more like a traditional TV service than what YouTube can offer, dominated by full-episode TV shows, movies and live sports. The way ads are presented within Prime Video is similar to what advertisers have long been used to on traditional TV, with commercial breaks within episodes of TV shows, movies and live programming. Meanwhile advertisers say Amazon’s audience is bigger than what Netflix can offer, a result of Amazon introducing ads into the Prime Video tier, forcing subscribers who don’t want to see ads to opt out by paying extra. Netflix, on the other hand, introduced a separate, lower-cost tier with advertising that subscribers had to sign up for. The Takeaway Amazon Prime Video has made a splash in the streaming #TV ad market so far in the negotiations, prompting rivals YouTube and Netflix to raise questions with advertisers about its true viewing audience.

The latest #AlikeAudience blog on the streaming #AdTech race is up! Find out why #AmazonPrime isn't messing around and why competitors like #Netflix need to act FAST 💨 Full article below ⬇️ https://lnkd.in/gpxwbZF3

Check out EDO’s just-released #QSR Convergent TV Outcomes Report! Key insights include: 🥤Chick-fil-A, McDonald's, and Starbucks’ streaming ads outperformed each brand’s linear ads in Q1 2024 🥤Overall, consumers were 5% more engaged with QSR ads on linear than streaming. 🥤Men 65+ were the most engaged demographic with QSR ads on both linear and streaming TV in Q1. 🥪 More delicious insights without the calories, coming right up: https://lnkd.in/ga8379CT #brandadvertising #streaming #ads

A significant trend for the #advertising world in #2024: Netflix's 2024 ad revenue forecast has been increased by $700 million to $2.1 billion, driven by faster-than-expected growth in ad-option subscribers. With the majority of ad spending originating from the U.S. and Canada, the update anticipates continued expansion, particularly in new countries and additional ad formats. As streamers continue to migrate to Netflix's ad-supported subscription tier, AI Digital is helping our partners stay ahead of the trends through Total Access to Netflix, in addition to all streaming platforms! #Netflix #AdvertisingForecast #StreamingTrends #ctv #ctvadvertising MediaPost https://lnkd.in/ef9varvf

CTV buyers are increasingly interested in understanding the context in which their ads appear, yet effectively measuring and communicating these insights poses challenges. The quest for transparency in CTV remains a contentious point between streaming platforms and marketers, prompting widespread calls for transformation within the advertising industry. Amidst these challenges, the drive for increased transparency serves as an indicator of the streaming industry's ongoing development in a highly competitive landscape. The ongoing pursuit of transparency holds the potential to reshape the entire streaming ecosystem. Having a direct viewer engagement feedback loop is a solve. #Flowcode #CTV #Streaming #Advertising #Transparency

Streaming ad revenue is set to grow by almost 14% this year, worth over $33B and making up a fifth of global TV ad revenue. 📺 As we change our viewing habits, watching on internet-connected devices is likely to overtake linear viewing in the US by 2026. This means more ways for platforms to monetize; Amazon is the latest to debut an ad-supported tier with Prime Video ads launching in the US earlier this week.   GroupM’s Andrew Meaden (Global Head of Investment) and Kate S. (Global Head of Business Intelligence) debate the implications for advertisers and the opportunities for brands ⤵️

Interesting conversation from GroupM about the shift to streaming and impact for advertisers (not to mention consumers). It would be equally interesting to hear from creatives how this presents an opportunity for advertising as ‘entertainment’ (particularly for consumers happy to pay for ad-free environments) and from the platforms themselves (including the hardware makers) on how to preserve the ‘integrity’ of the streaming experience while increasingly shifting to an ad-revenue based model.

📢 Streaming has surged past Broadcast in viewership, and advertisers have consistently emphasized the need for content-level transparency in CTV placements. 🌐 While progress has been made, the move toward complete content transparency continues. Learn more from Joel Cox, EVP of Innovation & Strategy at Strategus and other industry experts to understand how transparency shapes the streaming landscape. 💡 Read their insights in the latest Adweek article here: https://bit.ly/3OsjkUW #Advertising #Marketing #Adweek

📢 Streaming has surged past Broadcast in viewership, and advertisers have consistently emphasized the need for content-level transparency in CTV placements. 🌐 While progress has been made, the move toward complete content transparency continues. Learn more from Joel Cox, EVP of Innovation & Strategy at Strategus and other industry experts to understand how transparency shapes the streaming landscape. 💡 Read their insights in the latest Adweek article here: https://bit.ly/3YsCQFg #Advertising #Marketing #Adweek