ADVERTISING WEEK
TVREV assembled members of their “Thought Leaders Circle” for key takeaways from last week’s event. Insights include the “need for convergent media planning”, “the convergence of video data and content” (vs. identity-based data), a “renewed attention to local TV along with the shift to impression-based measurement”, and “the growing importance of data-informed programming and advertising on CTV.” TVRev’s take: “They’re all right. Or more precisely, that as the industry focuses in on the need to reach consumers across a variety of platforms, it will need to rely more heavily on data for everything from measurement to planning to understanding the type of content where an ad campaign will resonate most.” (TVREV: 10/21/21)
CTV SPENDING
An Advertising Perceptions survey found that 56% of video marketers plan to increase their CTV ad spending in 2022. Of those surveyed, approximately 90% are already running CTV; spending an average of $33 million annually. While buying from device manufacturers is most common (70% currently do), looking ahead, they expect to buy more CTV from ad-supported video on demand (AVOD) platforms. Currently, 64% buy from AVOD platforms, with next year’s expectations rising to 71%. (NextTV: 10/25/21)
CTV USER EXPERIENCE
User experience was under the microscope of The Morning Consult’s ad-supported streaming study. Among the findings of the survey of 2,200 advanced TV viewers; 44% thought there were too many ads, while more than half of all viewers felt that ads were “invasive” (53%) and “bothered” by them (51%). On a somewhat positive note, viewers felt website and social media ads were both more invasive than Streaming services and Linear TV. The report underscores the industry need to address issues of repetition, but given privacy issues around data collection “pose an even greater threat to business models.” (Mediapost: 10/22/21)
MEASUREMENT
Steve Sternberg, the author of the industry newsletter, The Sternberg Report, makes “a case for how and why TV audience measurement got broken, and offer suggestions for how to fix it.” The in-depth whitepaper uses historical shifts like the introduction of the VCR, DVRs, C3 ratings, and sample sizes during the pandemic, to highlight that “occasional calls for change” failed to gain industry support and competition beyond Nielsen. The outline of his three-step proposal begins on page 9 of the document. (The Sternberg Report: 10/25/21)
OCTOBER MADNESS
The Today Show broke out the brackets for their “Halloween Horror Showdown” to find the scariest movie ever. In a series of surprising first-round upsets, The Shining won out over The Exorcist, Friday the 13th topped The Blair Witch Project, Scream beat Get Out, and Halloween bested Nightmare on Elm Street. And now it’s down to the final round (The Shining and Halloween). Early voting is “neck and neck”. Click here to cast your vote … if you dare. (Today Show: 10/26/21)
