Tag: tv

The Washington Post Creates Interactive Apple TV Ad For Jaguar

Posted on by Lab Team

What Happened
The Washington Post has created its first interactive TV ad for Jaguar that appears in its Apple TV app. Working with video ad firm Velocity Made Good, the Post created a 30-second video ad that comes with an interactive gallery panel that viewers can flip through with their remote control to check out the interior and exterior of Jaguar’s F-Pace model. This spot is built to stop running at 15 seconds if there’s no sign of viewer interaction. The publisher says the ad, which has been live for two weeks, has seen higher engagement rates than pre-roll ads that run on its website.

What Brands Need To Do
With the fourth-generation Apple TV introduced last year, Apple made it easier for publishers and brands to surface their content on Apple TV and reach consumers in the living room. This interactive ad spot for Jaguar provides an example of how brands can work with content creators to take advantage of the interactivity of connected TV devices, explore new TV ad formats, and engage with the audience on a deeper level.

To read more on how brands can reach viewers on OTT platforms with branded content, please check out the Appified TV section in our Outlook 2016.

 

Source: Digiday

 

Roku Makes It Easier For Publishers To Create Ad-Supported Channels

Posted on by Lab Team

What Happened
Roku launched the Direct Publisher tool on Wednesday to enable publishers to surface their video content on its streaming boxes. The tool allows publishers to create their own channel on Roku without writing any code. Roku will build a channel once the publisher provides a feed of their video content and will handle ad sales for the channel. The ad revenue will be shared at a 60-40 split between Roku and publishers.

What Brands Need To Do
With viewers increasingly choosing on-demand viewing over linear TV, advertisers have been eager to reach viewers on OTT streaming services, which are typically subscription-based and ad-free. Therefore, Roku’s offering is valuable for brands as they may set up their own video channel on Roku to surface their branded content. And for brands without a robust content library, this Roku initiative should still open up more ad-supported channels on Roku that brand marketers can leverage to reach cord-cutters and cord-nevers.

To read more on how brands can deal with TV’s shift toward streaming platforms, please check out the Appified TV section in our Outlook 2016.

 

Source: Variety

 

ABC Relaunches OTT Streaming Service With Back Catalogue And New Content

Posted on by Lab Team

What Happened
ABC has relaunched its over-the-air streaming service, adding seven short-form, web-exclusive series and 38 shows from its back catalogue. The service will remain free and ad-supported. The relaunch also comes with an interface redesign for its iOS apps that improves content discovery and navigation, as well as expanding its local live streaming to 14 markets in a new pact with Hearst.

What Brands Need To Do
ABC is taking a decidedly different approach in building out its OTT streaming service than its broadcast competitors. Last year, CBS and NBC both launched their own subscription-based SVOD services, CBS All Access and Seeso, respectively, whereas the alphabet network is sticking with the ad-supported model. Regardless, all three networks share the same strategy of developing exclusive content for their streaming services in order to capture an audience that is shifting away from linear TV. For brands, this primarily means two things: One, brands should consider increasing ad buys on ad-supported streaming services. Two, brands need to develop branded content or work with content creators on brand integrations in order to reach viewers on ad-free services.

For more information on how brands can reach viewers on OTT platforms with ads or branded content, please check out the Appified TV section in our Outlook 2016.

 

Sources: Variety

HGTV And Food Network Launch Shoppable Apps For Amazon Fire TV

Posted on by Lab Team

What Happened
HGTV and Food Network are launching four streaming apps on Amazon Fire TV that allow viewers to purchase the products featured in their shows without putting down the remote. With these new apps, viewers will be able to browse products in a small side window without pausing the shows and, should they be interested in certain items, click on them to see more information and even complete the purchase. All transactions will be processed by Amazon and Prime members can opt for free two-day shipping for eligible products.

The two cable networks, both owned by Scripps Networks Interactive, also scored launch partners for each of their new apps, with LG sponsoring HGTV’s Smart Solutions app and Bose sponsoring Food Network’s Summer Entertaining app.

What Brands Need To Do
Amazon has been experimenting with shoppable content on Fire TV as it looks to expand its ecommerce prowess into the streaming space. The home and lifestyle programs of HGTV and Food Network are natural fits for shoppable TV, as they can organically integrate a number of CPG and household products. For those brands, these new apps present a new channel to reach an audience that is increasingly shifting from linear TV to on-demand viewing.

To learn more about how brands can reach viewers on OTT platforms with sponsorships and product integrations, please check out the Appified TV section in our Outlook 2016.

 

Source: AdWeek

 

Mr. Robot Sponsors A Disruption-Themed Store To Promote New Season

Posted on by Lab Team

What Happened
USA Network’s hacker drama Mr. Robot was a surprise hit last summer, and now the cable channel is taking a surprising approach to promote its upcoming second season. Working with concept store Story, the network took over an entire floor of the Manhattan shop and sponsored a disruption-themed store that is thoughtfully curated to reflect the tone and story of the show. The themed store features fun, interactive installments, including a vending machine that shoppers can activate by tweeting and a hackable ATM doling out real cash to the tech-savvy shoppers. It also features curated products from startup fashion brands such as JackThreads and The Arrivals, tech gadgets selected by Circuit Breaker, as well as the show’s merchandise.

Why Brands Should Care
In the age of Peak TV and Ad Avoidance, it is increasingly difficult for a new show (or brand) to cut through the noise and find an audience. This concept store, however, shines as a cool example of experiential marketing. In a way, this concept store is what native advertising in a retail context looks like – a real shop with buyable goods that also immerses its customers in a brand narrative and gets its message across. While this type of experiential campaign may be costly to implement and limited in its physical reach, the positive publicity, the word of mouth, and the organic social impressions it generates will be crucial for ensuring the campaign reaches its audience and fully engage them.

For more information on how brands can deal with the rise of Ad Avoidance among consumers, please check out the corresponding segment in our 2016 Outlook.

Source: AdAge

Time Inc. To Launch Ad-Supported Streaming Service

Posted on by Lab Team

What Happened
Publishing giant Time Inc. announced at its NewFronts event on Thursday that it will launch a free, ad-supported video streaming service. The content will mainly come from two of its subsidiaries People Magazine and Entertainment Weekly, which are slated to produce more than 100 hours of original programming and a library of more than 50 hours of content.

Why Brands Should Care
Since many SVOD services such as Netflix and Amazon Prime Video are not ad-supported, the majority of those viewers are not reachable by traditional means of advertising, save for product placement. Therefore, brands should pay attention to the new ad-supported streaming services that have been popping up, and work with the content creators to reach the audience they are after.

To read more on how brands can deal with TV’s shift toward streaming platforms, please check out the Appified TV section in our Outlook 2016.

 

Source: AdWeek

Viacom Partners With Roku To Offer OTT Viewing Data

Posted on by Lab Team

What Happened
Viacom will soon offer advertisers a peak into the coveted viewing data of over-the-top streaming services. In partnership with best-selling streaming device maker Roku, which Viacom invested in earlier this year, the media conglomerate will allow access to audience data from Roku, which will inform Viacom advertisers of what Roku users are streaming and help them target particular audience segments via Roku’s full-screen video ad network.

What Brands Need To Do
With viewers increasingly choosing on-demand viewing over linear TV, advertisers have been curious about the viewing data that SVOD services are collecting. But since many of those services such as Netflix and Amazon Prime Video are not ad-supported, the data is rarely made available for brand advertisers. This partnership should enable Viacom advertisers to gain some valuable insight into the audience behavior on streaming services, and brands would be smart to explore this opportunity.

To read more on how brands can deal with TV’s shift toward streaming platforms, please check out the Appified TV section in our Outlook 2016.

 

Source: Variety

Hulu Announces New Interactive Ads At NewFronts

Posted on by Lab Team

What Happened
Hulu is expanding its interactive ads to target viewers watching in their living rooms, as the ad-supported streaming service announced a series of new ad deals at its NewFronts event on Wednesday morning. The company is working with BrightLine, an interactive advertising firm, to bring interactive ads to connected TV devices, including Roku set-top boxes or PlayStations, this summer. The new ads will enable living room viewers to click on an ad using their remote to learn more details about a particular brand, just like they would with the clickable ads that Hulu already serves on the desktop web.

Besides bringing interactive ads into the living room, Hulu is upping its ad measurement game by incorporating Nielsen’s digital ad ratings to its campaign reports. It is also teaming up with market research firm Millward Brown to offer brands more insights for their ads and will be working with our sibling agency Magna Global on that initiative as well.

What Brands Need To Do
With more and more viewers abandoning linear TV viewing in favor of on-demand viewing enabled by streaming services like Hulu, it is imperative that brands follow the eyeballs. According to Hulu, 70% of its content views now occurs on connected TV devices, whereas only 15% happens on the desktop. Therefore, it makes perfect sense for Hulu to extend its interactive ad unit to the living room. For brands, this extension, along with the improved measurement, should be helpful for reaching and engaging a big part of Hulu’s audience.

To read more on how brands can deal with the shift toward SVOD platforms, please check out the Appified TV section in our Outlook 2016.

 

Source: AdWeek

Videology Integrates Nielsen Data To Enable Combined TV And Online Targeting

Posted on by Lab Team

What Happened
Videology, a New York-based video ad firm backed by Comcast, has added Nielsen data to its platform to help ad buyers target and measure the same audience across TV and digital. Although the integration is not exclusive, Videology says it is “the only video and tech platform that has a true one-to-one integration,” tying TV viewership to online and offline behavior to offer advertisers better ad attribution.

Why Brands Should Care
With its addition of Nielsen data, Videology now offers brands a way to converge TV ad buying with digital video efforts to more effectively reach audiences across platforms. In a similar manner, programmatic ad firm TubeMogul recently tapped Facebook’s API and Nielsen data to allow brands to extend their TV audience targeting to social media. As more digital ad platforms start to incorporate viewer data from Nielsen, they provide brand advertisers with new tools for running data-driven, cross-platform campaigns.

 

Source: Marketing Land

Twitter Won Rights To Live-Stream Ten NFL Games

Posted on by Lab Team

What Happened
Twitter has won digital simulcast rights for the NFL’s Thursday Night Football package for 2016, which includes the ten NFL games that will be broadcasted by NBC and CBS as well as pre-game warmup broadcasts on Periscope. Twitter will be live-streaming the games globally for free without requiring sign-in, and reportedly will be selling one-third of the ad inventory itself.

The news came after month-long rumors of front-running bidders for the NFL live-streaming rights, which included Verizon, Amazon, Yahoo, and Facebook. This deal marks a continuation of Twitter’s ongoing partnership with the NFL, which started in 2013 when the social network struck a deal to publish game highlights and video clips.

What Brands Need To Do
With consumers increasingly migrating from consuming media content on TV sets to streaming on their mobile devices, it makes sense that media owners and brand advertisers are following the eyeballs. Live sports events are one of the last bastions against the ratings erosion that the TV networks have suffered from in recent years. As this and Yahoo’s similar deal with the MLB indicate, live sports viewing may soon shift toward digital and consequently eat into TV ratings. For brands, this means it is time to consider reallocating their ad spending between digital and TV. Brands with an international presence can also leverage Twitter’s global reach to get in front of a wider audience.  

To read more on how brands can reach the audiences on OTT streaming platforms, please check out the Appified TV section in our Outlook 2016.

 

Source: Bloomberg