PPC Land’s Post

FYI: Roku and iSpot partner to enhance streaming TV Measurement: Roku and iSpot.tv last month announced a new partnership. The collaboration aims to address challenges associated with measurement fragmentation in the CTV landscape and empower marketers with more precise data. #digitalmarketing #marketing

Roku and iSpot partner to enhance streaming TV Measurement: Roku and iSpot.tv last month announced a new partnership. The collaboration aims to address challenges associated with measurement fragmentation in the CTV landscape and empower marketers with more precise data. #digitalmarketing #marketing

As connected TV grows as an advertising channel worldwide, all eyes are on the global streaming industry — and the local broadcasters looking to stay competitive. Take a spin around the globe to see how North America, Europe and Asia-Pacific are seizing the streaming advantage. #streaming #connectedtv #advertising

✅🖥️ NextTV (9/26): “Data and measurement company Inscape and local video advertising provider Locality said they are working together to provide marketers with unified linear TV and streaming measurement for national and local audiences. The collaboration will enable advertisers to calculate incremental reach and other metrics for brands trying to plan and evaluate campaigns. Using Inscape’s unified source of data, Locality can perform cross-platform campaign planning at a brand and market level. This allows marketers to optimize budget allocations consumers continue to lean into the growth of connected TV, the companies said.” ⬇️ #streaming #ctv #ott #tv #crossscreen #measurement https://lnkd.in/eJtRBARZ

As the landscape shifts from traditional TV to streaming, understanding how to maximize CTV's potential becomes crucial for advertisers. Our latest read from Fast Company dives into the transformative power of CTV in digital advertising, highlighting key strategies for success in this dynamic field. Discover why CTV is not just a trend but a major shift in connecting brands with audiences effectively. 🔗 Read the full article: https://lnkd.in/dUSm-YCa #AdTech #DigitalAdvertising #StreamingMedia #Innovation #OmnifyTV

What's the difference between OTT and CTV❓ OTT(Over-the-top services) refers to streaming content “over the top” of the Internet across any device, a media service offered to viewers via the Internet. CTV (Connected TV) refers to television itself. #ottplatform #streamingservices #CTV #videomonetization #ottadvertising #ctvadvertising Learn more at https://lnkd.in/gXt3Qd_h

As the shift from traditional TV to streaming services gains momentum among consumers, ad-supported connected TV (CTV) is not just experiencing growth, but is also proving to be increasingly effective. This trend is expected to capture a greater share of advertising investments over the next two years. I recently had the privilege of discussing @Circana’s latest insights on Return on Ad Spend (ROAS) for CTV with @The Current. Dive into the full article here: https://lnkd.in/gMUUMAWW #StreamingRevolution #MarketingTrends #MediaInnovation

The lines between linear and streaming TV have blurred, but ad sales haven’t caught up. It’s time to change that. As a recent article from TVREV wisely points out, consumers don’t differentiate between linear and streaming. They see “TV.” The industry ought to follow suit. A standardized solution that categorizes content rather than channel will help to deliver a more consistent, streamlined experience for advertisers, agencies, publishers AND consumers. A more uniform delivery ecosystem, like the one we provide at XR, opens the door for a common framework of ad identification such as AD-ID, LLC, which can mitigate critical pain points like cross screen measurement and ad collision. Read more: https://bit.ly/4cXwap6 XR Extreme Reach #AdID #Linear #Streaming #Measurement #Advertising

The number of streaming services with at least $1 billion in US connected TV (CTV) ad revenue is set to quadruple from 2020 to 2026, per our March 2024 forecast. The boom isn’t without its growing pains, though. Advertisers still need to face confusion with fragmentation, unreachable audiences who pay for ad-free streaming, and problems with campaign measurement.

Jo Kinsella, the lines between traditional linear TV and digital streaming have blurred, and AD-ID is a powerful tool for bridging this gap. AD-ID's metadata can unlock some of the best features of both worlds. If you, like me, believe that impressions will drive the future of our industry, our systems must support capabilities inherent to an impression-based delivery model. Two key capabilities are critical: competitive separation for TV ads across program breaks and frequency caps for streaming ads. AD-ID plays a crucial role in managing competitive separation by embedding metadata about the industry, brand, and model. While frequency caps present a more complex challenge—ideally spanning delivery mechanisms and content providers—AD-ID can help by standardizing naming conventions across platforms. To fully embrace an impression-based model, we must shift from spot-based currency to impressions. This requires a way to measure TV impressions, a medium currently lacking an inherent measurement system. While STB data and ACR have made strides, inconsistencies remain, especially when compared to digital streaming, where impressions are often measured by viewing quartiles. It's clear the industry needs a better solution. Transitioning to an impression-based model without one-to-one addressable ad delivery means billing will depend on the number of viewers meeting target criteria at any given time. Maximizing target audience viewership by spot becomes essential, and this is where data-driven linear strategies will shine. While other metrics like panel-based viewership and attention metrics have their place, I believe impressions will become the preferred currency for targeting and measurement. The technology exists to make this shift, and it's time to overcome market inertia.