Q&A with Spark Foundry: Ensuring successful advertising in premium digital video including connected TV
With so many new streaming services but finite consumer budgets, ‘free’ has a critical role to play in the premium digital video space –...
A proprietary research study published by Magnite, called ‘CTV: The Future Forward’, found that 75% of survey respondents want advertising that is relevant to their interests and hobbies, and 58% are comfortable with ads related to something they searched for online. Meanwhile, 78% of streaming viewers took an explicit, tangible action after watching an ad, with the majority of those taking a step along the path-to-purchase, whether that was searching or buying. CTV provides a unique opportunity for brands to target viewers in CTV, which provides actionable audiences at scale.
The TV landscape is fragmenting, and advertisers worried about the complexity and cost of reaching audiences using streaming could simply switch to pure digital advertising – but those fears are misplaced. This article demonstrates that TV fragmentation should be welcomed, not feared. It reveals how Direct Line Group used BVOD to drive incremental reach cost-effectively, achieving vastly superior efficiencies to Facebook and Spotify when factoring in viewability and attention during the assessment of cost per incremental reach point. Advertisers can stick with the trusted medium of TV despite the rapid changes in consumption habits.
The Google Broadcast Stack recently released by Google delivers multiple advantages, not only to operators and the TV viewers they serve, but to the TV tech industry as well. The aim of the stack is to support increasingly popular hybrid Android TV OS+DVB offerings worldwide with reduced technical complexity and easier integration, giving all stakeholders more time to focus on high-end functions and leading to lower TCO. This article explains what Broadcast Stack is, what it changes and some of the key players working with it.
A recent neuroscience study shows that when served with TV advertising, respondents liked those ads that were addressable and relevant to them almost four times more than non-addressable ads. They had more accurate memories of the advertising and were more confident in their memories. Addressable TV advertising marries the benefits of data-driven digital advertising with trusted, quality traditional TV advertising and should be considered as part of any advertising mix to drive ROI for ad spend.
So, you’ve implemented a DRM solution into your premium playback app. The world-class content your application will provide is safe and secure, and only authorised viewers can gain access, right? Not quite. As technology evolves, cyberattacks become more sophisticated and piracy is no longer the only issue that rights owners need to worry about. Once DRM has done its job, the user’s device still presents a risk. This article outlines what those risks are and how to counter them.
Smart IP infrastructure is already having a profound impact on production workflows. IP-enabled production that can overcome the challenges of the public Internet unlocks the flexibility required to produce professional content remotely. By tapping into smart cloud applications with machine-learning capabilities, producers can also enhance footage acquisitions and optimise how that content is curated. The move to IP is accelerating, and the organisations that harness its potential are poised to win the future of video.
Digital has always been a critical channel for brand marketers, and it has been slowly taking a greater share of ad spend for years. However, this year the digital transformation has been turbocharged by the pandemic and a dramatic change in shopping habits. Brands have taken different approaches to creative this Christmas, some swerving Covid-19 completely and others integrating it sensitively, but in all cases there is an acknowledgement that the glamour of the traditional TV slot needs to be underpinned by a solid digital campaign.
Consumers were already welcoming new streaming services before 2020 and lockdown certainly accelerated this trend, but how do you avoid churn when life returns to normal? OTT providers should focus on catch-up and nPVR, VOD content, UX and personalisation, trial options, new features and marketing to secure existing viewers – and attract new ones. It is likely that audiences will keep the best bits of their lockdown experience and get rid of anything that is not serving them.
This article lists four key strategies that OTT players should consider in 2021 to optimise revenues and realise their full market potential, starting with the use of D2C to create not just services but communities that are ‘The Home’ to your chosen content discipline. It advises the use of advanced AI to truly understand OTT viewing behaviour and move beyond blunt assumptions about content choices, and advises UX simplicity so that viewers and fans are not told what to do, but given the tools to shape their own experience. The need for a strong, full-service content and service protection strategy completes the list.