Top Banner
CONNECTED TV Your Video Asset Guide
11

CONNECTED TV - Audience Extension Library...Connected TV uses an Internet connection to watch Over-The-Top (OTT) video content on a TV. OTT devices connect a TV set to the Internet.

Feb 03, 2021

Download

Documents

dariahiddleston
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
  • C O N N E C T E D T V

    Your Video Asset Guide

  • 3

    Fragmented video viewership across screens is a major challenge that most advertisers face—on the flip side, it’s also part of the beauty of video, since the number of opportunities to reach target audiences is still on the rise.

    Though Connected TV (CTV) has not reached

    the same levels of ownership as desktop and

    mobile devices, it is a growing space that is

    worth consideration for multi-screen video

    buys. It is also the way to reach your target

    audiences on the big screen!

    eMarketer estimates 190 million people in

    the U.S. will use Connected TVs at least once

    per month in 2019—a number that amounts

    to nearly 57% of the general population.

    By 2022, the ranks of Connected TV users

    will swell to 204.1 million, or 60.1% of

    the population. Despite this groundswell

    of consumer adoption, Connected TV

    advertising hasn’t caught the world

    by storm—yet! —eMarketer, 2018

    The numbers speak for themselves—and

    it’s more important than ever to incorporate

    CTV as a valuable player in your media mix.

    The time is now!

    Take full advantage of this emerging channel

    and review this guide to learn everything

    you need to know about the latest digital

    video opportunities.

    I N T R O D U CT I O N

    Does your digital video strategy reach audiences where they view video?

  • 5

    W H AT ’ S I N S I D E ?

    THE 411 ON CONNECTED TV ADVERTISING

    CONNECTED TV STRATEGIES

    GET STARTED WITH BASIS

    7

    16

    18

  • Source: eMarketer, 2018

    2018182.6 MM

    (55.5%)

    2019190.0 MM

    (57.2%)

    2020195.9 MM

    (58.6%)

    2021200.4 MM

    (59.4%)

    2022204.1 MM

    (60.1%)

    7

    In its simplest form, a Connected TV is a TV set that’s connected to the Internet.

    This connection is made through built-in capabilities (a Smart TV), or an external

    “over-the-top” (OTT) device that enables a standard TV set to become a Connected TV.

    Voila! These include media streaming devices (i.e., Roku, Amazon Fire TV, Apple TV or

    Chromecast), blue-ray players or gaming consoles (Xbox or PlayStation).

    Video advertising on Connected TV occurs during the in-app experience.

    For example, if a Connected TV user-experience opens an app such as Tubi TV

    to watch an episode of The Lone Ranger, a :15 or :30 video ad would play

    prior to the content starting. In this way, the

    experience is similar to a pre-roll ad watched

    on a laptop or mobile phone, but the user-

    experience is comparable to a linear TV ad.

    THE 411 ON CONNECTED TV ADVERTISING //

    U.S. CONNECTED TV USERS (millions and % of population)

    THE 411 ON

    Connected TV Advertising 74% OF HOUSEHOLDS

    have a connected TV. —Leichtman Research Group, 2018

    ”“

  • Connected TV offers the targeting of digital advertising, with the lean-back experience of

    TV. When a consumer watches CTV, they are experiencing it in the same way they would

    watch linear TV—on a big screen, within the casual environment of their living room.

    A CTV ad is more immersive and relaxed than a small ad via mobile or laptop screen.

    CTV also provides an opportunity to reduce waste, with greater targeting opportunities—

    compared to traditional TV. CTV should be part of your brand’s overarching and digital

    video strategies.Source: eMarketer, 2018

    98 Copyright © 2019 Centro, Inc. All Rights Reserved.

    A study run by the Interactive Advertising Bureau (IAB) in

    September 2018 found that of all of the ad-supported video viewers in the U.S.,

    // THE 411 ON CONNECTED TV ADVERTISING

    Historically, advertising has been somewhat limited on Connected

    TV because viewership has been heavily skewed toward services

    like Netflix and Amazon, which are not ad-supported.

    When it comes to advertising in the

    digital space, media buyers can work

    directly with publishers, content

    aggregators and device manufacturers—

    or they can access inventory through a

    Demand-side Platform (DSP).

    An increase in content providers has opened up a supply for

    ad placements. In December 2018, Roku reported that its users

    spent an average of 2.8 hours daily watching video through

    the platform, and that “free” was the most searched term,

    indicating a preference for ad-supported content.

    Nearly 70 MILLION households have a connected TV streaming device. —AdWeek, 2017

    Connected TV is an additional device to reach an audience.

    Allows 100% full-screen viewability, with limited skipping options.

    Has the most premium and engaging inventory available in-market.

    Benefits of Connected TV Advertising

    said they didn’t mind seeing

    ads if the content was free.

    63% 59%said they didn’t mind seeing

    ads if they could watch their

    preferred content whenever

    they wanted.

    57%said they liked when brands

    supported the content they

    watched.

    CTV

    THE 411 ON CONNECTED TV ADVERTISING //

  • Source: eMarketer, 2019

    1110 Copyright © 2019 Centro, Inc. All Rights Reserved.

    38.9 MILLION Americans will use a Roku device at least once a month.—eMarketer, 2017

    The definition of “watching TV” has changed.Individuals who have never had any standard TV subscription don’t even call

    it ”TV” anymore, they simply call it “video”. The average time spent watching

    digital video content is expected to increase from 86 minutes per day in 2018

    - to 98 minutes per day in 2020—with approximately 30% of this time spent on

    Connected TV.

    DIGITAL VIDEO:

    Connected TV CapabilitiesOVER-THE-TOP (OTT) DEVICES

    Connected TV uses an Internet connection to watch Over-The-Top (OTT)

    video content on a TV. OTT devices connect a TV set to the Internet.

    Source: eMarketer, 2018

    Gaming Consoles (such as Xbox)

    Streaming Device (including Chromecast, Roku, Apple TV)

    Smart TVs (via a built-in capability in the TV itself, Blu-Ray Player)

    Blu-Ray Player

    What connected TV devices do Internet users in North America own?

    Smart TV27.1%Game consoles19.4%

    Roku streaming player17.7%Amazon Fire TV stick15.7%

    Apple TV13.3%Google Chromecast12.5%

    Other34.2%

    TRADITIONALS SHAVERS CUTTERS NEVERS

    1 2 3 4

    Only have traditional

    television via cable

    or antenna.

    Have combinations of

    traditional TV and CTV

    in their household.

    Used to have traditional

    TV and have transitioned

    to 100% CTV.

    Have never subscribed

    to traditional TV and

    receive all content

    via CTV.

    THE 411 ON CONNECTED TV ADVERTISING // // THE 411 ON CONNECTED TV ADVERTISING

    Adoption Levels

    ”“

  • DEVICE

    Select Connected TV as the

    device type you wish to target.

    DEVICE MAKE/MODEL

    Choose specific models of OTT devices,

    gaming consoles, and smart TVs.

    FREQUENCY CAPPING

    Control the frequency with

    which the ads are displayed.

    GEOGRAPHY

    Generate brand impact with

    national targeting or select certain

    Designated Market Areas (DMAs).

    TIME AND DAY

    Maximize scale by targeting

    All Times of Day, or use

    Day-parting to match

    viewers’ schedules.

    1312 Copyright © 2019 Centro, Inc. All Rights Reserved.

    Targeting with PMPsTarget households based on traits like age, gender, income, presence of kids, search or

    shopping intent. Also select from categories like sports, food and drink, style and fashion

    or automotive—with a dedicated Centro Private Marketplace team, our PMPs are updated

    often.

    TV CONTENT OWNERS AVAILABLE IN BASISTarget inventory from specific CTV apps or networks to focus on content alignment.

    PREMIUM DISTRIBUTORSChoose from a variety of distributors

    that aggregate TV content from multiple

    networks.

    CTV SUPPLY-SIDE PLATFORMSMany supply-side platforms (SSPs)

    are expanding to offer access to

    CTV inventory.

    Campaign Set-up Connected TV Inventory

    Sling TV closed 2018 with 2.42 MILLION SUBSCRIBERS. —DISH Network, 2018

    Check out a few of the targeting parameters that you can adjust

    and optimize for your CTV campaign in Basis, below!

    // THE 411 ON CONNECTED TV ADVERTISING THE 411 ON CONNECTED TV ADVERTISING //

    ”“

  • 1514 Copyright © 2019 Centro, Inc. All Rights Reserved.

    MeasurementsMeasure the success of your Connected TV advertising with the following metrics:

    IN-STREAM VIDEO AD PLACEMENTS

    that run within the stream of video content,

    look and feel like a TV experience to the

    consumer. This is still the most popular format

    available. If your brand only has standard :15

    and :30 spots that were built for a traditional

    TV environment, this is the easiest place

    to repurpose those spots in a digital video

    environment. There are many opportunities

    for in-stream in the DSP, but site direct

    opportunities are available as well via

    the RFP process.

    INTERACTIVE PRE-ROLL provides an

    opportunity to run interactive versions of

    these video ad formats because Connected

    TV is a hybrid screen and ads are served like

    digital video. This type of ad format offers a

    way to move beyond branding and awareness

    to offer an opportunity for engagement from

    the consumer. You may have seen these types

    of units on desktop or mobile devices in the past,

    and they’ve more recently been coming to

    Connected TV. This is available only via site direct

    opportunities.

    HOME SCREEN PLACEMENTS are

    available on some Connected TV devices.

    These are essentially banner ads on a TV

    screen, though some are clickable. You won’t

    typically see as many clicks or engagements

    with these types of units as you may with the

    previous example of interactive pre-roll, but

    these ad placements offer the opportunity to

    potentially capture a user’s attention before

    they may go into a non ad-supported app.

    This is available only via site direct

    opportunities, reach out to learn more.

    MID-ROLL PLACEMENTS are available

    through some private marketplaces. This kind

    of ad breaks up content, playing after the video

    has already started. It can be set to play at a

    designated moment, essentially pausing the

    content for a commercial break, or do it based

    on a unit of time that has passed. For example,

    after 5 minutes of view time an ad could play.

    This type of advertisement is best suited for

    long form content.

    Completion rates for connected TV, at 95 percent, is 27 PERCENT HIGHER THAN DESKTOP AND 32 PERCENT HIGHER THAN MOBILE —eMarketer, 2019

    1 IMPRESSIONS DELIVERED

    2 COST PER COMPLETED VIEW (CPCV)

    3 VIDEO COMPLETION RATE (VCR)

    4 VIDEO QUARTILE COMPLETIONS

    5 UNIQUE DEVICE REACH

    Ad FormatsAd placements on Connected TV are bought and sold like digital video, just on a TV screen.

    THE 411 ON CONNECTED TV ADVERTISING // // THE 411 ON CONNECTED TV ADVERTISING

  • 17

    Connected TV Strategies

    BID APPROPRIATELYCTV ads serve on premium inventory;

    review their prices and bid accordingly.

    EXPAND INVENTORY & INCREASE REACHSupplement CTV strategy by serving video

    assets on other devices in order to better

    scale video campaigns.

    MAKE A DEALAccess video content on CTV devices through

    a variety of pre-negotiated PMP deals—and

    negotiate your own deals.

    CONNECTED TV STRATEGIES //

  • 19

    Still not sure about the benefits of advertising on Connected TV?

    is integrated with some of the biggest programmatic video exchanges in the

    industry, including SpotX, One by AOL, Tremor, and BrightRoll. Though it’s possible to purchase

    some OTT inventory in the open marketplace via these supply partners, it’s pretty scarce, and

    more of this premium video inventory is available through Basis PMPs. Today, these platform

    deals include inventory from partners like Samba TV, Scripps Networks, A&E Networks, 495

    Communications, Newsy, Tubi TV, Sling TV, Bloomberg, etc. across all types of Connected TV

    devices. Basis also offers the opportunity to build custom PMPs for this inventory.

    GET STARTED WITH BASIS //

    $2.1 BILLION programmatic TV ad spending within US in 2018—eMarketer, 2019

    GE T STARTED WITH

    Basis

    BASIS MAKES CONNECTED TV EASY

    Connected TV is an opportunity to extend your digital

    audience base and optimize budgets from traditional ads.

    PREMIUM, BRAND SAFE ENVIRONMENTCTV video ads runs in HD-quality content, often

    within long-form TV or TV-like programming.

    100% VIEWABLEIn-stream CTV placements are full-screen, just like

    traditional TV, with limited skippable ad options.

    LESS CLUTTER, MORE MEMORABLE ADSAd pods are shorter than live TV, leading to fewer

    commercials airing and more memorable ads.

    REACH MULTIPLE VIEWERSUnlike the one-to-one experience of desktop and mobile,

    CTV often reaches multiple co-viewers in a household.

  • Contact us at centro.net today.

    Start the Connected TV Conversation. LOOK N O FURTH E R TH A N