Analysis for 'Advertising'
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Coronavirus Video Industry Research Hub [UPDATED]
Everyone is struggling to adapt to the new realities of life with the coronavirus. One of the big side effects is a spike in stay-at-home viewing of both ad-supported (AVOD) and subscription-supported (SVOD) video. Changes in consumption are being strongly influenced by the suspension of live sports and the postponement of this summer's Olympics. In addition, billions of dollars of ad spending are being reviewed - either to be reallocated elsewhere currently, eliminated or banked for the future.
A lot of valuable data and insights are being provided by industry leaders that helps us better understand these rapidly-shifting times. I will be trying to curate as many of the links to all of it as possible on a daily basis on this Coronavirus Video Industry Research hub, which is part of our sister site, VideoNuze iQ (where lots of other great industry data is also available).
If you have data or insights to share, please send them to me, along with appropriate links and any other suggestions you might have. I'll be contributing interviews with industry leaders as well. Hopefully this hub can assist all of us in getting through these challenging times.
Categories: Advertising
Companies: Coronavirus
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Research: Connected TV Ad Impressions Share Settles Into 50% Range, For Now
Extreme Reach has released its Q4 and full year 2019 Video Benchmarks Report, finding, among other things, that connected TV (CTV) has settled into a range of approximately 50% share of all video ad impressions. In Q4 ’19 CTV impression share landed at 47%, slightly down sequentially from 51% in Q3 ’19 (also its peak quarter for the year), but slightly up YOY from 44% in Q4 ’18.
Three months ago, when I reviewed ER’s Q3 ’19 benchmarks report, I wondered whether CTV share would step up in the Q4 holiday season since cord-cutting was accelerating and new services were launching. But it looks like the answer was no, at least for now.Categories: Advertising, Devices
Companies: Extreme Reach
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Research: 3 Key Video Ad Metrics Show Stability in Q3 ’19
Three key video ad metrics showed ongoing stability in Q3 ’19 according to Extreme Reach’s latest Video Benchmarks Report. Specifically, premium publishers (direct sellers of ad inventory) maintained 80% share of video ad impressions (compared to 82% and 83% in the prior 2 quarters), while media aggregators’ share was 20% (compared to 18% and 17% in the prior 2 quarters).
Given this, it’s no surprise that 30-second spots, TV’s traditional workhorse unit, accounted for 66% of video ad volume in Q3 (comparable to 64% and 69% in prior 2 quarters). 15-second spots accounted for 32% of video ad volume (in line with 33% and 28% from prior 2 quarters).Categories: Advertising
Companies: Extreme Reach
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Research: 40% of Streaming Video Ads Failed to Play in Q3
If you’ve ever waited for an ad to play while watching something online, only to have the ad never end up playing, you’re not alone. According to Conviva’s latest quarterly State of Streaming report, 39.6% of all streaming video ads completely failed to play in Q3 ’19. The vast majority, 35.7%, were ad start failures, with exits before the ad started comprising the remaining 3.9%. In addition, the average ad start time was 1.14 seconds and the ad buffering ratio was .77%.
Ad failures and delays disrupt the user experience and cause abandonment, both harmful to ad-supported video businesses. As Conviva points out, ad-supported video is already an important business model, and will further grow as viewers cap the number of ad-free streaming services they subscribe to.Categories: Advertising
Companies: Conviva
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Video Ad Spending Stays Strong on Social, With CTV Gaining
Video ad spending remains strong on the biggest social platforms, while connected TVs are gaining, according to a new Pixability survey of ad agency executives. 90% of agencies are running video ad campaigns on Facebook, followed by 88% on YouTube and Instagram. Hulu was fourth with 80%. Roku was at 58%, ahead of Twitter (42%) and Snapchat (36%). Amazon Fire TV lagged at 27%. Linear TV is used by 76% of ad executives surveyed.
All platforms look poised for continued success with 63% of agency executives saying they’ll increase video ad spending in 2020 by 1-10%, and another 20% saying they'll increase spending by over 10%.Categories: Advertising
Companies: Pixability
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Research: Nearly Half of Online Video Ads Now on Connected TVs
Nearly half (49%) of online video ad impressions in Q1 ’19 were delivered on connected TVs according to new data from Extreme Reach’s Q1 '19 Video Benchmark Report, which is based on the company’s proprietary ad server. CTVs’ 49% share in Q1 ’19 was up from its 31% share in Q1 ’18. Every other device saw declines in video ad impressions year over year: Mobile from 33% to 25%, Desktop from 24% to 17% and Tablet from 11% to 7%.
As Extreme Reach notes in its analysis, there are multiple tailwinds helping drive up CTV ads: Over two-thirds of U.S. households owned a CTV device by end of 2018, ad-supported services like Hulu, Pluto TV, Tubi, The Roku Channel, etc. are proliferating and growing their usage. vMVPDs like YouTube TV, Hulu with Live TV, etc are expanding their subscribers and viewing times with linear TV consumption. These and other factors are growing CTVs’ supply, while enhanced targeting/attribution are enticing buyers.Categories: Advertising
Companies: Extreme Reach
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Research: CTV Ad Impressions More Than Doubled in 2018, Boosting 30-Second Ads
Extreme Reach has released its Q4 and full year 2018 Video Advertising Benchmarks report, which further reinforces the ascendance of connected TV (CTV) viewing and monetization. Importantly, the ER research is the first I’ve seen that highlights how CTVs are actually helping 30-second ads gain share of impressions vs. ads of other durations. This is a critical development as it helps re-energize TV advertising’s traditional workhorse unit that has been under pressure from all corners.
First, CTV’s share of video ad impressions jumped to 38% in 2018, up from 16% in 2017. CTV video ads are benefiting from a perfect storm: rapid device adoption, launch of numerous apps by premium content providers, emphasis on ad-supported business models with the exception of a few SVOD or hybrid stalwarts (e.g. Netflix, Amazon, etc.) and heavy investment in CTV ad tech stacks. All of this is leading ad buyers to rapidly embrace CTV as a must-have in their campaigns. (And by the way as just one indicator of how accessible CTVs have become, I just noticed that Amazon is selling its Toshiba Fire TV 32-inch model for just $100 today only. Yes, you read that right.)Categories: Advertising, Devices
Companies: Extreme Reach
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FreeWheel: Connected TV and VOD Viewing Drive Over Half of All Premium Video Views
Connected TV devices and set-top box VOD now account for 57% of all premium video views in the U.S. according to FreeWheel’s Q2 Video Monetization Report (VMR) released today. It is the first time CTV and STB VOD have driven more than half of premium video views, and is up from 49% in Q2 ’17.
However, the big reason for the jump is due to CTV, which jumped from 29% of all premium video views in Q2 ’17 to 41% in Q2 ’18. STB VOD actually declined over the same period from 20% to 16%. I’ve believed for a long time that CTV viewing of SVOD and other ad-supported on-demand OTT programming would eventually chip away at traditional STB-delivered VOD. The Q2 results appear to show this now occurring.Categories: Advertising, Devices
Companies: FreeWheel
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Research: CTV Ad Impressions Continue to Gain Share
Extreme Reach has released its Q2 ’18 Video Advertising Benchmarks report, further supporting the rise of connected TV viewing. In the quarter, CTV accounted for 38% of ad impressions, more than double their share of 18% in Q2 ’17. Mobile followed with a 30% share, down slightly from a 33% share in Q2 ’17. Desktop and table both slumped further, with the former dropping from 35% to 23% and the latter dropping from 15% to 9%.
Categories: Advertising, Devices
Companies: Extreme Reach
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Research: Shift in Ad Spending From TV to OTT Expected Over Next 2 Years
New research from SpotX reveals an expected shift in advertising spending from TV to OTT over the next 2 years. The research was conducted by Kagan among 41 U.S. pay-TV operators, OTT providers, content owner and advertisers. Just 11% of advertisers reported spending 21%-40% of their budgets on OTT today, but that’s expected to rise to 67% doing so in 2 years. Meanwhile, 33% said they currently spend 21%-40% on TV, but that’s expected to drop to 22% in the same time frame.
Categories: Advertising
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Research: Majority of TV Networks Not Streamlined to Sell TV and Video Ads Together
A new survey from SintecMedia indicates that a majority of TV executives believe their organizations are either not well prepared to sell advanced TV and digital video ads in one streamlined process (35%), or aren’t sure about their ability to do so (29%). Conversely 41% felt that their organizations are very well prepared to do so.
The new data comes as viewers, especially younger ones, are shifting their consumption to online in record numbers. Consequently, the need to reach audiences across screens, however they may be watching, is critical. That a combined 64% of executives are either not sure or not confident in their ability to sell cross screen ads in a streamlined manner is a worrisome data point.Categories: Advertising, Technology
Companies: SintecMedia
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Research: Video Ad Completion Rates, Viewability and Time Spent Are All Up
Video ad tech provider Extreme Reach has released its inaugural Benchmark Report for video advertising for Q2 ’17, finding, among other things, that video ad completion rates, viewability and time spent have all increased over the past year. For everyone in the industry, these numbers are encouraging signs that video ads are maturing and resonating with audiences, which will in turn help drive more spending.
Key highlights of the new report include:Categories: Advertising
Companies: Extreme Reach
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Videology: 25% of Clients' Video Campaign Impressions Now Using First-Party Data
Videology has released its latest Knowledge Lab research report which is focused on first-party data and how it is being used to help target video ads. Among the highlights of the report are that 25% of video campaign impressions Videology now serves use first-party targeting. Overall, the percentage of video campaigns using first-party data has increased from 5% in 2015 to 11% in the first half of 2017.
Categories: Advertising, Data
Companies: Videology
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Research Finds Sweet Spot of Video Ads’ Impact on Brand Metrics
Online video advertising is still relatively new, so understanding its exact impact on critical brand metrics is not yet entirely clear. To better understand the correlations between frequency and impact, YuMe recently conducted a study using Kantar Milward Brown’s MarketNorms data and select video ad campaigns that ran in Q1 2017.
Not so surprisingly, at a high level, YuMe found that as viewers experienced more video ad exposures, all brand metrics improved. These metrics include aided awareness, online ad awareness, message association, brand favorability and purchase intent.Categories: Advertising
Companies: YuMe
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83% of Ad Buyers Expect to Increase Online Video Spending in 2017
With the NewFronts kicking off next week, there’s more evidence that ad buyers are looking to shift spending to online video. AOL has released research indicating that 83% of ad buyers surveyed are planning to increase their video spending in 2017, making it their number one choice. Social was second with 81%, followed by display (79%), search (77%), OTT/Connected TV (72%) and native/content marketing (72%).
Categories: Advertising
Companies: AOL
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Research: Majority of Ad Buyers Expect Programmatic Will Account for Over Half of TV Ads in 3-5 Years
Videology has released new research showing strong enthusiasm for data-enabled TV ads among agencies and advertisers. According to a study conducted by Advertiser Perceptions for Videology, 64% of respondents believe that within 3-5 years, more than half of total TV buying will be programmatic or “advanced TV.” For buyers already using advanced TV, 57% are planning to increase their budgets this year.
The survey defined programmatic as high-indexing linear TV that uses advanced data to define a strategic consumer target (“data-enabled TV”) and TV advertising delivered at the household level (“addressable TV”).Categories: Advertising, Programmatic
Companies: Videology
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Research: Pre-Roll Remains Best Performing Video Ad Format
Pre-rolls remain the workhorse of video advertising, outperforming other formats across metrics including recall, engagement and relevance. That’s according to research from IPG Media Lab and YuMe which was released this morning and compared the performance of pre-roll, mid-roll, outstream and social video formats across mobile and desktop.
IPG found that just 17% of respondents agreed that pre-rolls interrupted content on desktop vs. 46% for outstream and 53% for mid-roll. The same pattern was true in mobile, with 17% of respondents agreeing that pre-rolls interrupted content compared with 60% for outstream and 72% for mid-roll.Categories: Advertising
Companies: IPG Media Lab, YuMe
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FreeWheel: Live Viewing Surged 36% in 2016 on Sports and Politics
FreeWheel has released its 2016 year-end Video Monetization Report, revealing, among things, that ad views in live streams grew 36% in 2016, powered by marquee sports events and the U.S. presidential election that were streamed to connected devices. FreeWheel cited the Summer Olympics, Super Bowl 50, Game 7 of the World Series, and the first presidential debate in particular as major contributors.
More broadly, live video helped drive the 24th consecutive quarterly increase in both content views (up 20%) and ad views (up 17%) in Q4 ’16. For the full year 2016, content views increased 26% and ad views increased 24%.Categories: Advertising, Devices
Companies: FreeWheel
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Influence of TV Ads on Video Ad Targeting Increased During 2016
Here’s a great data point highlighting how TV and online video advertising are converging: new data from Videology revealed that in Q4 ’16, 23% of online video ad campaigns utilized TV viewing segments to help target audiences, more than double the 11% rate in Q1 ’16, though slightly down from 27% in Q3 ’16. Once again, the advertiser’s TV schedule was the top TV segment used.
As always, demo (used in 100% of campaigns), geo (85%) and behavioral (54%) were the most used data types for targeting video ads, but the increasing use of TV segments shows how advertisers are looking at video ads more holistically, converging them with TV ads to extend the value and ROI of their overall ad spending.Categories: Advertising
Companies: Videology
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FreeWheel VMR: Desktop Declines to 34% of Ad Views as Entertainment Focus Grows
FreeWheel has released its Q2 2016 Video Monetization Report, once again sharing valuable insights on premium video viewing and monetization. Continuing its precipitous drop from prior quarters, desktop’s share of video ad viewing declined to 34%, its lowest level yet in the U.S. That was down from over 62% one year ago, in Q2 ’15 and 90% just 3 years ago, in Q2 ’13.
While desktop’s number of ad views has stayed steady, the rapid growth of mobile and connected devices has exploded, up 60% in each of the past 2 quarters alone. In Europe, desktop viewing is stronger than in the U.S., with a 43% share, though that’s down from 66% a year ago.Categories: Advertising
Companies: FreeWheel
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Video Research Around the Web
- U.S. Homes Adding SVOD Services Falls To 3.9% in 2Q, Kantar Reports B&C
- As streaming surges globally, Roku is falling behind abroad Protocol
- World-Wide Streaming Subscriptions Pass One Billion During Pandemic WSJ
- Cable Now Controls Nearly 70% of U.S. Fixed Broadband After Biggest Year Since 2008 Next TV
- Cord Cutting’s Worst Year Ever: Analyst B&C
- Disney Plus Will Surpass Netflix in Customers by 2026, Research Company Says Next TV
- Tubi Says Streaming Rose 58% In 2020, With Half Of Viewers Younger Than 35 Deadline
- U.S. SVOD Revenue Spiked 39% in Q3 to $5.5 Billion Next TV