The much-anticipated streaming service launched in seven more European markets this week. It provides great value-for-money, will obviously benefit from the current virus lockdowns, and raises questions about how Pay TV operators cope over time with lost content exclusivity, although major European platforms including Sky and Canal+ are among the launch distribution partners. The ad-free service allows up to four concurrent streams and unlimited downloads to ten devices on a €6.99 subscription.
Harnessing data from across the digital advertising ecosystem, ad-tech leader Amobee has revealed the rapid reaction of U.S. brands and agencies to the coronavirus crisis. Many are pausing their spend temporarily, then deciding to stay in-market but often with completely new consumer messages that shift away from activation and towards high-level branding, often value-based.
No prizes for guessing that having been sent home from school and college, in the middle of a crisis that will shape their early lives, young people are watching more telly. The viewing figures would be great news for TV under any other circumstances, but are mixed with a fall in ad revenues, lost programme production and empty sports schedules.
The implications of coronavirus for television and the wider media industry are huge, as they are for every sector and home. In summary, it will mean more viewing, the likelihood of less advertising revenue, a boost for new streaming services, shorter theatrical windows, a growth in esports value and more UGC from youngsters who are off school. This story also outlines what media and technology companies are doing right now as a result of the crisis.
The one-day virtual Connected TV World Summit agenda for Wednesday March 18 has been published and includes insights about the control versus reach trade-offs associated with aggregation, whether the economics still work for commercial broadcasting and large international streaming services, and how we unify linear and digital advertising. The live stream is free to all delegates.
NBCUniversal has officially launched One Platform, where linear and digital audiences are treated as a single pool of consumers. Advertisers can buy classic linear TV audiences, buy cross-platform against Nielsen demos, or create audience-based and custom segments to reach on all screens. Planning a sophisticated, multi-strategy and multiplatform campaign becomes a simple step for planners. The capabilities contained in One Platform represent a giant leap for television.
UKTV is one of the UK’s most important channel groups, taking an 8% share of commercial impacts for adult viewers across a portfolio of seven popular free and pay channels. Its focus on originals is already paying dividends, attracting big audiences and boosting its reputation with brand advertisers and creative talent. Represented by 4Sales, which has signed a deal to use Sky AdSmart for linear addressable, UKTV wants to be first on the list to explore the possibilities.
The conversation around addressable TV technology is already turning away from the technology to how we make it work commercially for every stakeholder, with a particular interest in the operator-broadcaster relationship. This observation comes from Thomas Bremond, GM, International at FreeWheel, who joined Sky in calling for more standardisation of how addressable TV is implemented in different European markets. The next steps in addressable are becoming clear.
The shortlists for the Videonet Connected TV Awards 2020 have just been announced. The awards, organised by Videonet magazine, showcase stand-out innovation and leadership across the TV industry and the shortlisted candidates cover streaming video, advertising technology, data analytics and the user experience, among other things.
There were seven big takeaways from Future of TV Advertising Global, the world’s No.1 thought-leadership event for TV advertising strategy and technology. They are: Television is back on the offensive; It’s not a question of if you follow the 60:40 rule, just how you implement it; Addressable TV is coming fast, complementing rather than replacing ‘national’ ads; Unification of broadcast and digital is everything; TV is an activation medium, which makes it a uniquely full-funnel offering; The real magic is data-driven, audience-based buying; Yes, agencies do have a future.