Week 1 | May 2024
Times Internet for Marketers
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In-Depth
CTV faces a recurring challenge of ad repetition despite being a growing medium. This issue, prominently discussed in CTV circles, persists due to factors such as campaign-level ad frequency, where viewers encounter the same ad across multiple channels and platforms, sometimes within the same ad break. Several factors, including buy-side practices and industry structure, contribute to this problem, but there are potential solutions to overcome these limitations.
Campaign-level frequency: In the CTV ecosystem, campaign-level frequency presents challenges due to its fragmented nature compared to linear TV. Inventory is dispersed across various platforms complicating frequency management. This issue is closely tied to reach, measured by the gross rating point, which factors in both reach and frequency against specific demographics.
More inventory sources: In 2023, Advertiser Perceptions surveyed CTV ad buyers. 70% purchased four or fewer inventory sources, averaging about five. However, popular sources like Netflix often overlap, worsening the frequency problem. Buyers can address this by investing in additional inventory sources.
Buy-side and sell-side tech issues: DSPs implement frequency caps, but CTV trading varies from other digital media, with publishers often reserving inventory for guaranteed upfronts or private deals. This creates isolated environments, posing frequency management challenges. Marketers should enforce caps at both DSP and ad server levels.
Pod-level frequency: CTV ads often repeat within the same break, creating a negative experience for viewers, brands, and publishers. Ideally, each ad pod should feature just one ad, unless a brand intentionally uses bookend ads. Pod-level repetition occurs due to streaming platforms lacking reach for time-sensitive campaigns, leading them to relax frequency caps. Additionally, competing third parties may win consecutive auctions for the same advertiser with identical creatives.
Creative ad IDs: In linear TV, repeated ads are addressed through established industry practices dating back to the Donovan Data System. However, in CTV, there's a lack of standards to address repeated ads. The IAB Tech Lab's Creative Ad ID Framework aims to solve this by ensuring unique IDs for ad creatives, preventing repetition. This framework also addresses issues like competitive separation and brand safety.
Industry News
Around four months ago, Amazon began incorporating ads into its Prime Video platform. Now, the company is set to introduce more intrusive ad strategies, such as displaying ads when users pause content. Amazon plans to launch three new ad formats on Prime Video, including shoppable carousel ads, interactive pause ads, and interactive trivia ads. Shoppable carousels will debut during ad breaks, showcasing products for purchase on Amazon, while interactive brand trivia ads will offer rewards like shopping credits. Pause ads will overlay when content is paused, allowing viewers to add promoted products to their Amazon carts.
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Meta introduced enhanced AI tools for business advertising, offering full image and text generation. Advertisers gain diverse creative options and streamlined ad creation. Leveraging Meta's AI, businesses create various image variations with text overlays and adjust images for platforms. Meta tests text generation for personalized ad content. Centralizing these features in Ads Manager's Advantage+ creative offers comprehensive campaign optimization, with updated products like Advantage+ creative optimizations and Advantage+ catalog ads, enhancing audience engagement and performance.
Dentsu India has revealed the departure of Sapna Arora, who served as Chief Client Officer. Arora, who became part of the network in January 2023, significantly contributed to client solutions and the network's expansion. Through close collaboration with agency leadership and teams, she nurtured a modern business growth culture, transforming dentsu into a 'Network of the Future’.
Abhay Ojha, the former Chief Revenue Officer at Zee Media Corporation Ltd, moves on from the company with immediate effect. His departure prompted the appointment of Dr. Idris Loya to take over Ojha's duties. Initially joining Zee Media as the Chief Business Officer in 2022, Ojha oversaw linear channels, excluding WION and Zee Business. His dedication and leadership led to his promotion to CEO in 2023.
In recent news, Aparna Purohit, Head of Originals for India and Southeast Asia at Amazon Prime Video, is moving on to new ventures.