Tag: tv

TubeMogul To Help Brands Extend TV Audience Targeting To Social Media

Posted on by Lab Team

What Happened
Using Facebook’s API and TV viewer data from Nielsen, TubeMogul’s programmatic platform now allows brand advertisers to buy targeted video ads on Facebook and Instagram that reach the same kind of audiences they’re targeting on TV. Brands including Expedia, Lenovo Australia, and Kraft ran campaigns in TubeMogul’s closed beta test with positive results. Brands will be able to measure campaign results with metrics such as likes, comments, shares, video completion rates, purchase intent, and sentiment.

What Brands Need To Do
As live TV viewership continues to be eroded by the large amount of content now available on digital video and social channels, it is getting increasingly difficult for brands to reach most of their target audience with TV ads alone. In this regard, this new targeting capability from TubeMogul can be of great help for brands to extend their TV ad’s reach to find their target audiences on Facebook and Instagram.

 

Source: AdWeek

New Ad-Free OTT Video Service Fullscreen Welcomes Sponsored Content

Posted on by Lab Team

What Happened
Fullscreen, a digital video network co-owned by AT&T and The Chernin Group, is set to officially launch its own subscription-based streaming service on April 26 as it tries to reduce its reliance on YouTube. Although the $4.99-per-month service won’t carry any ads, Fullscreen is very much open to hosting brand-sponsored content. AT&T, for example, is co-producing programs that will debut on the service at launch. Fullscreen has previously worked with brands to create branded or sponsored video content for distribution on various social channels like YouTube and Snapchat.

What Brands Need To Do
With 70% of U.S. internet users now watching TV via OTT streaming services, it is getting harder and harder for brands to reach their audiences with traditional TV ads. The fact that a lot of those subscription-based services are ad-free doesn’t mean that they are brand-free. On the contrary, they offer brands new opportunities to reach consumers with branded content, which can live alongside traditional media content and is equally discoverable on advanced TV interfaces. Therefore, brands should consider working with those brand-friendly OTT platforms to make their branded or sponsored content more accessible.  

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

 

Source: Marketing Land

Header image courtesy of Fullscreen

Five Must-See Stats From Magna Global’s New Media Economy Report

Posted on by Lab Team

Click here to read the full report

Our sibling agency Magna Global released their latest Media Economy Report. Titled “The New Face of TV,” the report focuses on the rapid ascension of OTT and explores how this trend will make audiences redefine the definition of traditional TV. Here are the top five statistical highlights:

  • “Cord-cutting” became a reality in 2015, and Magna expects nearly seven million more homes will cut the cord by 2020.
  • The number of “cord-never” households — whether they are broadband-only, broadcast-only, or non-TV homes — will reach 30 million over the next few years.
  • Time spent with OTT devices has more than doubled year-over-year, and overall time with digital video, regardless of device, has increased by 25%.
  • OTT devices are capturing an increasing share of digital video ad views and growing faster than any other device with a 157% year-over-year growth rate.
  • Digital media revenues will reach 37.3% market share by the end of 2017 globally, surpassing TV, to become the number one media category.

 

Read original report on: magnaglobal.com

 

Nielsen To Report OTT Viewing By Streaming Device

Posted on by Lab Team

What Happened
Nielsen already counts over-the-top viewing via streaming devices in its TV audience measurement. Starting April 25, the company will start breaking out those viewing stats by device to give media owners and brand marketers a better understanding of the attention distribution across various popular OTT streaming devices such as Apple TV, Roku, Amazon Fire TV, and even game consoles like Xbox and PlayStation.

What Brands Need To Do
This new device-specific viewing data will enable brand advertisers to figure out how much time people spend watching Nielsen-measured content on each device and link viewing of specific programs to these specific devices. This should provide brands with new insights on where they should prioritize their ad buying or which streaming device or game console they should  focus their resources for developing branded apps.

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.

 

Source: Variety

Viacom Inks Data Deal With ComScore For Cross-Platform Measurement

Posted on by Lab Team

What Happened
Viacom has reached a new multi-year deal with comScore to leverage the latter’s vast data on digital audiences to help advertisers target specific audiences across the various Viacom properties. Last year, comScore merged with TV audience measurement firm Rentrak to better compete with Nielsen. With this new deal, marketers are able to access the audience data from comScore via Viacom’s Vantage platform, and use it to target and track audiences across linear TV, digital, and VOD services within Viacom’s media network.

What Brands Need To Do
As digital and OTT distribution channels continue to grow, consumers’ TV and video consumption is increasingly fragmented. Therefore, brand advertisers should embrace the new data-driven tools Viacom offers to better measure and serve content and ads across multiple devices and channels.

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

 

Source: AdWeek

SXSW 2016: Shopgate Offers Retailers A New Way To Sell On Apple TV

Posted on by Lab Team

What Happened
Mobile commerce platform Shopgate debuted its new tools for building tvOS apps, which allow retailers using Shopgate’s SaaS platform to create shopping apps designed for the new Apple TV. At the launch party it hosted on March 12 during SXSW Interactive, the company partnered with sports apparel retailer Gameday Merchandising for a demo that showcased a TV shopping experience with the Team Store app it created for the Golden State Warriors.

What Retailers Need To Do
The new Apple TV presents new opportunities for retailers to reach consumers with branded content and their apps. Retailers can use Shopgate to develop branded apps that leverage Apple TV’s large format interface to entice shoppers and turn online shopping into a group activity. As TV commerce evolves, retailers with video content would be smart to use the new tools available to create their own content portal apps for streaming platforms.

To read more on how retailers can reach shoppers on OTT platforms with shopping apps and branded content, please check out the Appified TV section in our Outlook 2016.

 

Source: Business Insider

Header image courtesy of Shopgate’s YouTube

AT&T Preps Three OTT Streaming Services To Court Cord-Cutters

Posted on by Lab Team

What Happened
Following the footsteps of Comcast and Verizon, AT&T has announced their plan to launch three OTT streaming services later this year to appeal to cord-cutters and cord-nevers. The three streaming options will be DirecTV Now, which will offer a full range of live channels and on-demand shows targeted at cord-cutters; DirecTV Mobile, a  package of premium and digital videos aimed at smartphone users; and DirecTV Preview, a free, ad-supported service with a content selection that caters to the interests of teens and Millennials.

What Brands Need To Do
The ad-supported DirecTV Preview can offer brands looking to reach a younger audience a channel to reach their target audience with video ads that are usually not buyable on subscription-based streaming services. Besides, AT&T can leverage the user data they have to offer brands better targeting and customization for their ads, similar to what Verizon is doing with Go90. While it remains to be seen whether those three services can draw sizable audiences, brands should stay conscious of the ongoing changes in the digital video space and adjust their ad buying strategy accordingly.

To find out more 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.

 

Source: AdAge

Amazon Prime Video Dips Toe Into Free, Ad-Supported Content

Posted on by Lab Team

What Happened
Amazon has been steadily building out its OTT streaming service Prime Video with new shows and branded content to compete with Netflix. On Thursday, the streaming service broke new ground by launching its first ad-supported original series. The show, The Fashion Fund, is a 10-episode reality competition series produced by Condé Nast Entertainment. It is free to watch for everyone with no Prime membership required and features some clickable ads that link to the brand’s website or Amazon shopping page.

Although Amazon has clarified that this is merely an experiment with ad-supported content and that Amazon Prime Video will remain ad-free, this new series nevertheless signals Amazon’s exploration of new business models for its OTT service. This new development also dovetails nicely with recent reports that Amazon is mulling over selling slim subscription bundles of TV networks via its OTT service.

What Brands Need To Do
Should Amazon move forward with this ad-supported model and create more free-to-watch content, the new audience they attract could help Amazon get a portion of the video advertising dollars that are increasingly moving to digital. As a result, this would also present a new channel for brands to reach the audience consuming TV content via streaming platforms (check out our Outlook 2016 for more on the Appified TV trend). In this fast-changing media landscape, brands need to stay alert of the new channels and opportunities to effectively reach the right audience, and adjust their ad spending accordingly.

 

Source: Wired

 

Live TV Channels Swapping Ads For Sponsored Content To Fight Ad Avoidance

Posted on by Lab Team

What Happened
As an increasing number of viewers become accustomed to the ad-free experience offered by OTT streaming services such as Netflix, some traditional media owners have started to deal with the growing intolerance of ads by trying out new forms of advertising. NBC is set to swap out some ad spots airing during its primetime shows this week with AmEx-sponsored content, which includes extra scenes and interviews with the shows’ stars, all with American Express mentioned before and after each segment.

Similarly, Viceland, the new TV channel from Vice Media in partnership with A+E Networks, officially launched on Monday. The channel plans to carry only half of the normal 18 minutes of ads per hour, while also pledging to make around half of the remainder native ads designed to look like Vice’s editorial content. A number of brands, including Unilever, Mailchimp, Toyota, and Bank of America, have signed on as advertisers on Viceland.

What Brands Need To Do
Both NBC and Vice are commendable for their attempts to deal with consumers’ growing aversion to ads and experiments with new types of ads. At a time when ad blockers and subscription-based streaming services are helping millions of viewers actively avoid ads, it is important for brands and media owners to take measures in response and come up with new ways, such as sponsored content and native ads, to engage with their audience.

For more information on how brands should leverage interesting branded content to earn consumer eyeballs, check out the Ad Avoidance section of our Outlook 2016.

 

Sources: Bloomberg Business & Wall Street Journal

NBCUniversal Launching New Ad Division For Data-Driven, Multi-Channel Targeting

Posted on by Lab Team

What Happened
NBCUniversal is launching a new division designed to allow marketers to target audiences across its TV, digital platforms, and social media channels. Dubbed Audience Studio, the new division aims to offer brand marketers a one-stop shop for ad buying and cross-platform targeting by tying together four platform-specific ad buying products NBCU has introduced over the last few years. Audience Studio’s new data management platform will allow brands to combine their first-party data with data from NBCU and other third-party services, and use the data set to target audiences across NBCU platforms.

What Brands Need To Do
Previously marketers had to manually navigate each product to execute a multi-platform campaign. By unifying these platforms under one division, Audience Studio simplifies advertising across all channels using the same set of targeting data, making it easier for brand advertisers to plan and execute a multi-platform campaign that focuses on the people instead of the channels.

 

Sources: Wall Street Journal