With consumers watching more digital video in 2020, due to Covid-19, brands and agencies should consider how they introduce connected TV to their strategy, if they have not done so already. The high-growth, high-CPM CTV market instils great confidence in finding target audiences, but identity remains a challenge. ID owner data deals will be one direct approach for handling this. Meanwhile, tools that identify sentiment associated with news subjects enable advertising near Covid-19 news and features in a positive context.
Ad units on Pay TV AVOD, OTT and CTV are now a common line on many media plans created for brands that traditionally have focused on linear television. The work of manually gluing together linear and non-linear ad inventory to act uniformly is therefore more pressing, as well as more challenging, for ad agencies and TV networks alike. The march is on to streamline and unify linear and non-linear ad executions across platforms and this article explores the issues associated with forecasting, delivery and measurement.
Will Internet delivery replace satellite and DTT? Will linear TV be replaced by an app-driven experience? The DVB does not have the answers yet, but we think we have a role in providing them. DVB is carving out a role as the organisation that understands media delivery and seeks to provide best-in-breed technologies with open interfaces to facilitate a multi-vendor approach for hybrid and broadband media distribution and consumption. DVB-I is not just a service discovery specification; it is a whole Internet-centric philosophy that encompasses how you might package, discover and distribute media services on the Internet. The shift towards this new philosophy has caused many things to change inside DVB, and they are outlined in this article.
The remote control is an underappreciated front in the #StreamingWars and both Pay TV operators and OTT set-top providers should pay it more attention. A recent consumer survey asking ‘Which content navigation features are most important to you? showed the Channel Guide leading the way, followed by Remote Control and Search in joint second place, well ahead of Recommendations.
Connected TV provides the promise of a platform that can deliver on both long- and short-term marketing goals concurrently, where you can tell brand stories in a different way. Advertisers can extend traditional TV campaigns with curated Smart TV advertising content that encourages activity and engagement. SEAT and PHD in Germany have demonstrated what is possible, using lean-in experiences to build brand equity as well as drive activation. Brands should consider ways to engage TV audiences that complement, and reach beyond, the traditional 30 second spot.
For consumers, the age of Covid-19 means less physical interaction and so an increased reliance on screens, which means brands should dial-up their digital video activity. But as they extend their presence across the videoscape, and more inventory appears, they need multi-pronged measurement to ensure budgets are used efficiently, and that includes checking whether ads are viewable, played to completion, brand safe and free from invalid traffic. We need a way for brands to avoid unwanted associations that is more nuanced than keyword blacklists, and ways to unify disparate tags and assess different environments in a more consistent way.
With over two-thirds of UK adults consuming more media than prior to the lockdown, and the majority paying more or as much attention to advertising as they did before, marketers have an opportunity to communicate key messages aligned with changing consumer trends. But they require deep insight into consumer moods, behaviours and expectations to underpin cross-platform TV campaigns.
At last, live sport is returning. Golf, snooker and football are among those that have resumed – although with strict social distancing guidelines and empty stadia, the live experience is now a very different one. This article explores the three stages of lockdown sports content evolution including unique access into player lives and the use of esports, and then looks ahead to the possible changes to football viewing experiences, which may include more of what worked over the last few months, like behind-the-scenes content. Are changed consumption habits and more interactive formats going to have a lasting impact?
For brands, going dark is not an effective strategy, with brand awareness nose-diving after only two weeks of not advertising on TV, as proven during the coronavirus lockdowns. Nonetheless, pandemic-related budget tightening will make cost optimisation a priority for marketers, so the use of data and analytics to prove the performance of ads will no longer be a nice to have –it will be a requirement to trade. Brands will need TV spend to be easily and directly attributed to ROI as standard, measuring whether ads reached the right audiences and if action was taken.
During the coronavirus pandemic, studios let the genie out of the bottle with their decision to use direct-to-home release. There may come a day when no studio dares to omit or reduce this home release option. Business model blending is now inevitable but it does not mean movie theatres will be killed – cinema and direct-to-home release will co-exist. Theatres will not go the way of Blockbuster, with its one remaining U.S. franchised store in Bend, Oregon.