nScreenMedia OTT multiscreen media analysis

CandW discuss the engine powering CTV ad growth

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New data shows that the digital video ad market has bounced back in May, but only via connected TV (CTV) screens. That is because the CTV ad growth engine is closely integrated into the platform and that viewers just cannot resist free TV.

Chapter 1: Innovid digital ad data (1:30)

Connected TV ad impressions were up 36% year-over-year worldwide during the week of May 24-30, according to new data released by Innovid. Will discusses how far ahead connected TV ad views are from smartphones and PCs. He also summarizes which brand categories are spending the most.

Chapter 2: Pixalate programmatic ad spend data (6:15)

Pixalate confirmed Innovid’s finding, saying that programmatic CTV/OTT ad spending had increased by 40% between April and May. I discuss which platforms and services are driving the recovery. I mentioned a report that said CPMs had fallen 15% while ad spending had increased by 15%. The data comes from a report by the IAB, and it says that CPMS fell by 16%, and spending increased by 16%.

Chapter 3: Vizio gets Endemol Shine content in Smartcast (8:40)

One of the biggest reasons connected TV has garnered all the growth in ad views over the last week is the substantial investment the platform makers have made in free content. It is the not-so-secret CTV ad growth engine. I discuss what Vizio has been doing with SmartCast. The company has around 70 virtual linear channels available. All a Vizio user needs to do is connect to Wi-Fi, and start watching.

The TV channels in the CTV services are not live, at least the ones that are not 24-hour “live” news. They are usually created by programmers and codified in a playlist. Hence, it is easy to create a channel that plays episodes of a series back-to-back, like Deal No Deal.

Chapter 4: Linear channels on CTV (14:00)

Content providers and SVOD services are leveraging free ad-supported linear channels to help promote more premium content or drive people to subscribe to their owned-and-operated service.

Chapter 5: Roku expands its linear offering (16:00)

Roku is also boosting the number of free linear channels available through The Roku Channel.

Chapter 6: The laggards in the free ad-supported linear space (17:40)

Apple TV and Chromecast are both lagging far behind in the FAST space. Apple is doing nothing at all with free linear channels. Neither is Google Chromecast, though it could be doing much more leveraging assets from YouTube. To help boost YouTube’s TV footprint, Google is about to release an update to the Chromecast that will include a remote control for the first time.

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