Kochava’s Post

How to measure the performance of TV campaigns is a challenge for advertisers and for agencies.   This is a problem for existing TV advertisers, and can represent a barrier to entry for new to TV advertisers.   However developments in web-attribution methodology and the use of alternative viewing data providers, are providing advertisers with more meaningful and reliable measurement solutions.    New developments include 👇   👉 Matching exposure of TV ads with sales and web-activity at household level.   👉 Measurement of viewing across multiple devices.   👉 Measurement of viewing across different platforms of linear, BVOD and CTV.   👉 Measurement of all TV viewing at screen level, which includes Linear, BVOD, SVOD, Gaming and YouTube.   👉 Evaluation of performance across test and control geographic regions.   👉 Evaluation of in-store retail sales with exposure to TV ads at household level.   If you would like to find out more about how to measure the performance of TV campaigns, please DM me for more information.

CTV, several open questions and observations I have about 'discoverability'. ⭕ How big could the CTV app ecosystem actually become? ⭕ How will audiences search? via a remote, voice or mobile phone? ⭕ How might the CTV 'paid search' ecosystem evolve? ⭕ The cost of promoting CTV apps may become so high, that many publishers just try to get into the growing OEM FAST/EPG service instead. ⭕ How might AI help to curate bespoke personal channels, reducing the friction of lengthy CTV search, and helping to drive discoverability of new content? 🔴 Very quickly, the CTV OEM home screen could become the most valuable real estate in TV advertising, delivering instant discoverability. I think this topic of 'search and discoverability' is going to be such an interesting area to watch evolve in CTV. Search is now intuitive in other channels, and CTV is still on this journey, evolving quickly with every OS update and new OEM product line shipped. Image via AdExchanger 👏 #CTV #Streaming #AVOD #FAST #BVOD #Programmatic #AdServing #SSAI #SVOD #Television #ConnectedTelevision

It's important to understand the difference between CTV and OTT advertising and plan your marketing and media placement strategies accordingly. With CTV your ads will always be shown on a TV screen. While OTT ads can be shown across mobile, desktop, tablets and smart TVs. Studies show that ads watched via CTV are more likely to be watched all the way through versus mobile ads. Don't treat CTV and OTT as one and the same. Want a fresh set of eyes on your strategy? Get in touch. #ctvmarketing #ottadvertising #ctvadvertising #ottplatform #vujadedigital #performancemarketing

It's important not to treat CTV and OTT advertising as one and the same. Studies show that ads watched via CTV are more likely to be watched all the way through than mobile ads. Want a fresh set of eyes on your strategy? Get in touch. #ctvmarketing #ottadvertising #ctvadvertising #ottplatform #vujadedigital #performancemarketing https://lnkd.in/gX-Wqz_t

Connected TV world summit report: cTV OS battlefield When I came back from #CES2024, I was striken by the number of OS deployed for cTV, at the time I had counted 9, then after I talked to industry experts, I came down to a mere number of 16, until I read the #CTVWS program where I discovered 2 more were existing, so my presentation was already out of date! I have been invited to present together with Andreas Waltenspiel and Maria Rua Aguete the state of the union on “cTV OS”, in a session called “TV OS battlefield”. I have presented a qualitative view on TV OS, see the diagram below. What for me is interesting is if you look at top brands: -         Samsung has Tizen and has not (yet) licensed it -         LG has WebOS and has started to license to a few brands -         Other tier-1 OEMs all have between 1 and 5 OS Maria has presented a more quantitative view of market share of different TV OEMs with their associated OS and market share of different OS with associated broad, see https://lnkd.in/gF2uG5H2 We see a very different regional split, and the most important aspect is TV OS are used not only to engage users, but also to monetize ads, targeting ads before the video starts or for FAST services. The interesting point is US represents 25% of HW sales, while it represents more than 80% of the ad sales, so you should look at this number to judge the penetration of the OS and Roku is #1 in US, followed by Tizen , FireTV and Android. Who will win the TV OS war? Clearly in terms of revenue, those present in US market, next is who will challenge Android TV that is already in more than 20 TVs? I do not have the answer, but I know 18 is too much, esp if you look at computers and Mobile, were we end up with 2 OS. It was a very dense, fun session, I want to thank my panelists for making it a lively experience!

Is Smart TV Too Smart for Comfort?🖥🤔 From endless apps to missed ads, Smart TVs aren’t always as user-friendly as they could be—especially for those used to the ease of cable! 👵👴 Curious how we can make TV simpler and more intuitive? 👉 Check out my observations and strategy insights in my latest post! https://lnkd.in/d2_dbm-5 Disclaimer: The brands, channels, and apps mentioned are for illustrative purposes only. This content does not endorse or critique any specific brand and reflects personal observations aimed at enhancing the Smart TV user experience. #SmartTVInsights #UserFirstDesign #ProductStrategy #productdesign #productmarketing #productpositioning #marketing #netflix #amazonprime #zee5 #Sonyliv #androidtv #jiotv #smarttv

Ad networks are pushing connected TV (CTV) solutions like never before. And here's why. 👇 There are around 130M households in the USA. And more than 120M own 1 (or more) CTV devices. Up 30M new devices since 2019. In other words, your ads could reach almost every household in the USA. And on top of that ad tech is only getting better by the day. Think that sounds interesting? Read our full report to learn how effective CTV ads are, their costs, and what industries are thriving on the channel. https://lnkd.in/g2fE7m7V

Scoop: In the latest edition of "Everything's an ad network," a new ad platform called Titan Ads is set to come to Philips Smart TVs. The Philips Smart TV brand in western Europe and other countries outside the US is operated by a company called TP Vision. That company is readying the launch of a new Smart TV operating system this month called TitanOS, which also comes with a dedicated advertising platform. Read more about the latest entrant in the CTV ads space over at Business Insider https://lnkd.in/gnikfyAR #ctv #philips

JWP (JW Player)'s Web OTT solution empowers video publishers to launch AVOD and SVOD services instantly! https://lnkd.in/ds7wwFZW With easy setup and customization options, companies can swiftly test the waters with a pilot project before committing to extensive app development. Our platform offers flexibility and scalability, ensuring seamless user experiences across devices. By providing analytics and monetization tools, we enable publishers to refine strategies and maximize ROI. Whether you're a startup or an established brand, JW Player accelerates your entry into the OTT space, empowering you to captivate audiences and drive revenue growth. #jwp #VOD #LiveStreaming #Broadcasting #Publishing #Streamingmedia #Sports #technology #Advertising #Strategy #Digitaladvertising #Media #digitalmedia #OTT #contentcreators #contentstrategy

Recent studies reveal that CTV ads are more likely to be watched in their entirety versus ads on mobile devices. Don't make the mistake of treating CTV and OTT as one channel. For a fresh perspective on your video advertising strategy, please get in touch. #ctvmarketing #ottadvertising #ctvadvertising #ottplatform #vujadedigital #performancemarketing https://lnkd.in/gb928Gv5