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The best practices that will drive advertiser success in 2022

Julie Selman, SVP Head of EMEA at Magnite, summarises the advertising trends to watch during the rest of 2022 and the best practices that will drive advertiser success. These include the ability to pivot media buying strategies to become truly omnichannel, and development and testing of new identity solutions ahead of third-party cookies being phased out. This article also highlights the opportunity for broadcasters and native OTT platforms to increase their footprint as AVOD adoption increases.

In the US, FAST services are booming. In the UK, they will struggle

Free ad-supported streaming TV (FAST) services benefit from a lack of U.S. viewer access to free linear TV, partly because of a national amnesia about the presence of over-the-air broadcast. Tens of millions are already using FASTs, generating billions in ad revenue. But it will be much harder in the UK for FASTs to carve out an audience. In the first of his monthly columns for Videonet, Colin Dixon, Founder & Chief Analyst at nScreenMedia, reviews the numbers and explains what is driving the growth trajectory in each market.

It’s about using your data, not just collecting it

The OTT video industry has only just started its journey to fully understand user behaviour and how to drive engagement. While most video executives acknowledge the need to experiment in order to improve engagement, only 27% are currently using data to decide how to adapt the UX. There is experimentation, but success is judged on overall usage, or more qualitative user group studies. UX adaptations often rely on the Product Team’s opinion which may, or may not, align with real behavioural insights. But it is possible to consult data to see which initiatives boost engagement – and then turn behavioural trends into actual UX changes.

The five-step transformation to cross-platform ad monetisation

The key to long-term success in TV advertising is to transform how you think about your inventory. Instead of thinking about inventory as spots and breaks, start to think about it as an audience that you are trying to monetise, across screens and across linear and VoD. There is a five-step programme that leaders like Sky in the UK and Nine in Australia are pursuing and that other sales houses can adopt. It starts with decoupling programme, spot and audience, uses daily and ultimately real-time refinements to placement, and leaves media companies in such a strong position that they could eventually choose to offer advertising management as a service to others.

Back in the game: why live sports campaigns need to get agile

Fans have enthusiastically embraced the return of live sports, with a pandemic-influenced twist. Digital habits, intensified by stay-at-home orders, look set to stick as...

Connected TV inventory is a top priority for advertisers in 2022

James Collins, Senior Vice President – Media at Rakuten Advertising explores how CTV providers can showcase the value of free ad-supported streaming channels to ad buyers as they build strategies for 2022 and beyond. He argues that broadcast TV remains essential, but buying ad space there is expensive, and not very agile. Building in a CTV campaign alongside broadcast enables advertisers to be smarter with their remaining budget, with the promise of more cost-effective incremental reach.

How to reach the high net worth audiences

One might assume it’s now getting more straightforward to reach consumers. Technically that’s true, but are you actually hitting the right people with the...

Why we can’t approach CTV as just another screen

TV is home to a rich ensemble of advertising opportunities, but of late, connected TV (CTV) has taken the spotlight. Due to its TV-like...

Why the new frontier for TV viewers is discovery

Streaming has skyrocketed and this consumer ‘habit’ is now entrenched, with production budgets reflecting the new market opportunity. But great content is useless if consumers cannot find it. Consumers are less concerned about jumping across apps and platforms than they are about being overwhelmed by choice. The emphasis, when it comes to discoverability, should be on smart UI design paired with data to enable a truly personalised TV experience, including recommendations based on viewing history across different VOD apps – with shortcuts to jump into films and shows. Research shows that consumers are ready for their Smart TV to play this more proactive role in their viewing.

How adtech platforms can help CTV realise its full potential

Connected TV (CTV) is a tremendous opportunity for advertisers to reach engaged audiences with the right message wherever they may be. People have changed...

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