Matthew Fantazier’s Post

“No, you won’t win inventory on [𝑰𝑵𝑺𝑬𝑹𝑻 𝑺𝑻𝑹𝑬𝑨𝑴𝑰𝑵𝑮 𝑺𝑬𝑹𝑽𝑰𝑪𝑬 𝑯𝑬𝑹𝑬] at that CPM.” Connected TV (CTV) and Over-the-Top (OTT) advertising offer diverse inventory sources that cater to different audiences, making it essential to understand and leverage these options for more effective campaigns. I categorize CTV/OTT inventory into two key packages: 𝐀𝐮𝐝𝐢𝐞𝐧𝐜𝐞-𝐅𝐢𝐫𝐬𝐭 and 𝐏𝐫𝐞𝐦𝐢𝐞𝐫 𝐒𝐭𝐫𝐞𝐚𝐦𝐢𝐧𝐠. Each package taps into distinct, valuable audiences, often with minimal overlap—allowing for strategic budget allocation that maximizes impact. 𝐀𝐮𝐝𝐢𝐞𝐧𝐜𝐞-𝐅𝐢𝐫𝐬𝐭 focuses on reaching specific, niche audiences through a pre-vetted list of FAST (Free Ad-Supported Streaming TV) services like Pluto, Tubi, Xumo, Sling Freestream, Plex, Crackle, etc. along with direct app inventory. These platforms cater to viewers who prioritize free, ad-supported content and are often more cost-effective. 𝐏𝐫𝐞𝐦𝐢𝐞𝐫 𝐒𝐭𝐫𝐞𝐚𝐦𝐢𝐧𝐠 includes AVOD (Advertising-Supported Video on Demand) platforms that require paid subscriptions such as Hulu, Disney+, Paramount+, Max, Peacock, Netflix, YouTube TV, and Prime Video. These environments cater to audiences who seek exclusive, long-form content and are willing to pay a premium. By understanding the distinct audience segments these packages serve and strategically allocating your budget across them, you can effectively reach both broader and more engaged viewers. This approach not only enhances your campaign’s efficiency but also ensures that you’re making the most of your budget by covering all bases—without expecting to secure premium inventory at unrealistic CPMs. #CTV #OTT #DigitalAdvertising #Programmatic #AdTech #AudienceFirst #PremierStreaming

Streaming platforms like Hulu are introducing "pause ads" to help Advertisers reach user without disrupting binge-watching sessions. Pause Ad appear only when users take a break, offering a unique #engagement opportunity. The goal is to strike the right balance between ads and content, ensuring viewers are not overwhelmed. As the #television landscape evolves, pause ads are becoming more common on platforms like Peacock and HBO Max, catering to the rising demand for ad-supported streaming services. Pause ads are not your typical commercials; they aim to be more useful and interactive. Some even feature #QRcodes for instant engagement and shopping opportunities. Advertisers are keen to tap into the dynamic ads that engage audiences, making it a win-win for both content providers and brands. Streaming platforms continue to develop creative formats that serve the user and their experience, even now when the screen is paused! The future of pause ads holds interesting, if not exciting possibilities for advertisers and content alike. The question remains, 'How quickly, and at what scale, will these formats be adopted by viewers and invested in by advertisers?' https://lnkd.in/g8idfi6p #Streaming #Advertising #Innovation #UserExperience #Dynamic #AdTech

It’s great to work in the digital advertising industry because it’s always evolving - we’re always on top! Not long ago, there were fears that paid, ad-free streaming would forever and always dominate the CTV space and not leave room for advertisers… but look at Netflix’s paid, cheaper, ad-supported tier’s success. Disney+, Max, and now Amazon Prime Video have followed suit with their own copycat tiers. That’s a royal flush for digital advertising! CTV advertising is only getting stronger. Look at the US for a prime example, figures courtesy of Insider Intelligence: 📉 Pay TV will fall by about 10 million viewers in 2024, 📈 While AVOD viewers will rise by 16 million! Director of Global CTV Sarah Lewis has been expertly heading our CTV innovation at ShowHeroes, always making sure we have a winning hand! I’d love to know what you think, but be warned, if you have a skeptical opinion about the future of AVOD then don’t put your money where your mouth is 😉 #digitaladvertising #ctvadvertising #avod #ShowHeroesGroup

Bob Iger decided to "dramatically" cut investments in traditional TV. 🤔 📱 Linear TV is like a flip phone in a smartphone world. Consumers are cutting cords faster than Disney can say "Mickey Mouse". It's not surprising that ad revenue is tanking; who wants to watch ads when they can stream ad-free or enjoy targeted ads that actually make sense to them? 🎯 Digital advertising is where the real magic happens. It's engaging, it's measurable, and it's where the eyeballs are. With streaming, Disney can track viewer preferences, tailor ads, and more. 🚀Why stick with a sinking ship when you can be the captain of a rocket? #DigitalAdvertising #Ad #StreamOn #Disney

There's a battle going on in your living room. 🥊 𝗖𝗧𝗩 𝗶𝘀 𝗰𝗵𝗮𝗻𝗴𝗶𝗻𝗴 𝗳𝗮𝘀𝘁, and platforms are duking it out for your attention (and ad dollars). Here are a few things we're keeping an eye on: 🚫 60% of all new Netflix subscribers still 𝗽𝗿𝗲𝗳𝗲𝗿 𝘁𝗼 𝗽𝗮𝘆 𝗲𝘅𝘁𝗿𝗮 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗮𝗱-𝗳𝗿𝗲𝗲 𝗼𝗽𝘁𝗶𝗼𝗻. ⚠️ 85% of marketers 𝘄𝗼𝗿𝗿𝘆 𝗮𝗯𝗼𝘂𝘁 𝗮𝗱 𝗳𝗿𝗮𝘂𝗱 in CTV and OTT. 📺 YouTube found that 𝗳𝗲𝘄𝗲𝗿, 𝗹𝗼𝗻𝗴𝗲𝗿 𝗮𝗱𝘀 𝗯𝗼𝗼𝘀𝘁𝗲𝗱 𝘃𝗶𝗲𝘄𝗶𝗻𝗴 𝗯𝘆 29%. 🪴 Hulu is expected to have 6𝗫 𝗮𝘀 𝗺𝗮𝗻𝘆 𝗮𝗱-𝘀𝘂𝗽𝗽𝗼𝗿𝘁𝗲𝗱 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗿𝘀 as Netflix this year. Want to know more? Check out our list of over 40 CTV statistics. ➡️ https://lnkd.in/g44mgcMP #CTV #ConnectedTV #OTT #DigitalMarketing

In a remarkable shift, the Super Bowl's impact has transcended traditional TV broadcasts, embracing a new era of digital consumption. CBS, Paramount+, Univision, and Nickelodeon collectively streamed the spectacle, marking a surge in viewership. This follows the trend set by an NFL Wild Card game on NBC’s Peacock, which set a streaming record with 23 million viewers in January, highlighting the increasing prevalence of digital platforms in the sports entertainment landscape. Interactive advertising took center stage during this year's game, with Connected TV (CTV) empowering advertisers to move beyond conventional brand-building. The Super Bowl witnessed brands leveraging interactive creative formats on CTV, including the integration of QR codes into TV advertising. This departure from traditional methods reflects a broader trend of advertisers pushing the boundaries of what's achievable in television advertising, aiming not just for brand recognition but tangible business growth. Measuring the impact of Super Bowl commercials has historically been challenging. However, the advent of interactive CTV ads is changing the game, providing immediate engagement metrics such as the remote control engagement rate. InnovidXP, a comprehensive measurement platform, allows advertisers to assess reach and outcomes, from online sales to app downloads and registrations, providing a more holistic understanding of the advertising impact. For those opting for streaming platforms like Paramount+, the aftermath of the Super Bowl unfolded with expanded advertising capabilities on CTV. The Super Bowl, once confined to television, is now leaving an indelible mark on the digital frontier, reshaping the landscape of entertainment and advertising. #superbowl #superbowl2024 #MediaGuru #streaming #advertising #kansascitychiefs

For CTV publishers, 2024 is the year of shoppable ads. Here’s a recap of key market moves: 🔶 The Walt Disney Company announced shoppable TV offerings at CES 2024. New formats allow viewers to get more info about featured products sent to their emails. Disney also teased that, in the future of shoppable video, viewers can instantly buy the products they see in films and TV shows. 🔶 Samsung Ads expanded its inventory of CTV ad types, adding trivia, product carousels, polls, dynamic (addressable) creatives, and other formats to its list of ad units. 🔶 NBCUniversal unveiled the expansion of shoppable TV capabilities in March this year. The company extended its Must Shop TV offering to six unscripted Bravo series airing on Peacock and unveiled a “Virtual Concession” feature. 🔶 Paramount+ partnered with Shopsense AI to integrate shoppable TV into its inventory. The goal behind the partnership is to generate more data for advertisers and enable granular targeting. Channel 4 launched a shoppable series, “Ready or Not,” sponsored by E.L.F. BEAUTY, a cosmetics brand. If you are wondering why shippable TV is all the rage in #AdTech these days, our latest blog has the answers. Check out our take on widely asked shippable TV questions. #shoppable #ctv #ott #streaming #programmatic #adtech https://lnkd.in/dHMe3FJc

Will the Future of TV Advertising be Facilitated Through Digital Programmatic Media Buys? Disney Advertising has partnered with Google and The Trade Desk to enhance its Disney Real-Time Ad Exchange (DRAX), facilitating easier access for advertisers to Hulu and Disney Plus streaming inventory. This move comes at a pivotal time as the advertising industry shifts from traditional TV to digital platforms, with streaming services gaining popularity for their targeting capabilities and engaged audiences. Disney aims to offer advertisers flexibility and efficiency in their campaigns, while Google looks forward to extending its decade-long innovation streak with Disney, providing advertisers with privacy-forward solutions to reach their audience on premium Connected TV inventory. Launched in 2021, DRAX is Disney's automated platform designed to optimize video ad demands, ensuring equitable competition for ad impressions across its platforms. #TV #Progammatic #ProgrammaticTV #Hulu #Disney #DisneyPlus #theTradeDesk #Creative #Streaming #DRAX #Advertising #Technology

✅🖥️ NextTV (7/9): “The pause ad format has proved popular on streaming services such as Hulu, Peacock, Roku and Amazon Prime Video. Dish Media said that pause ads give advertisers an opportunity to engage with audiences in a clutter-free environment with 100% share of voice. Pause ads appear 10 seconds after a viewer-initiated pause and disappear when content is resumed, ensuring a seamless and non-intrusive viewing experience. Sling TV's version of the pause ads gives advertisers the flexibility to use video content or static graphics in their creative executions. Advertisers can also insert a QR code, making it easy for viewers to access more information or buy the product.” ⬇️ #streamingtv #adtech #ott #ictv #cordcutting #upfronts #advertising https://lnkd.in/em9zkDkj

Is Disney's Ad Rate Cuts Sparking Industry Turmoil? - Disney is securing new ad commitments in a challenging upfront market by reducing CPM rates for Disney+ by 10-15%, causing frustration among rivals. - The overall dollar volume for TV ad commitments is expected to be down as advertisers shift to streaming and digital media with less upfront pressure. - Disney's rate rollbacks, though risky, aim to secure ad support across its portfolio but may undermine future pricing efforts. - NBCUniversal and Warner Bros. Discovery are forced to compete with Disney's rates, while Amazon and Netflix struggle to secure favorable CPM rates. - Despite aggressive strategies, overall ad commitments are projected to decline, particularly for cable networks and primetime broadcast, continuing a trend from last year. 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf 📖 Article by Variety : https://lnkd.in/g6Mf6zQj