Connected TV ad spend is on the rise. In fact, sixty-five percent of marketers plan to make increases to their Connected TV ad spend is on the rise. In fact, sixty-five percent of marketers plan to make increases to their CTV budgets this year. This weekly roundup explores how much time consumers are spending on subscription-based vs. ad-supported video, what’s giving marketers an edge into subscription-based services’ share of audiences’ attention, plus 5 things a good vendor must have (and yes, knowledge of running OTT ads is a big one!).
<<<News from Around the Web>>>
Subscription-based streamers outstrip ad-supported services’ share of watch time – DIGIDAY
Subscription-based streaming services, which are largely ad-free, continue to dominate the amount of time people spend streaming video. But there is an opportunity for ad-supported streamers to edge into subscription-based services’ share of audiences’ attention.
However, the past year — and this year in particular — has seen an increasing influx of major ad-supported streamers. The growing number of streaming services offering high-quality shows and movies and charging for access may lead more people to opt for the cheaper ad-supported tiers to access a wide array of programming without breaking the bank. <<<Read More>>>
Is TV still king, Paramount+ with ads, and subscription-based vs. ad-supported video – eMarketer
On their latest podcast episode, Behind the Numbers dives into how time spent watching TV is changing, how TV ads’ favorability stacks up against other formats, and what's contributing to TV ad spending's resilience.
We then talk about Paramount+ introducing a new tier with ads, how much time people spend with subscription-based vs. ad-supported video, and how much money people are willing to spend for video streaming entertainment. <<<Listen Here>>>
Connected TV ad spend set to accelerate as US continues to adapt to Covid-19 – AdWeek
Connected TV is one of the most rapidly growing segments when it comes to ad spend, and CTV impressions continued to soar during the Covid-19 pandemic, with even more growth on tap for 2021.
The first quarter of 2021 kicked off the year strong, growing impressions up 14% over the final quarter of 2020. TVSquared found that 65% of more than 100 marketers surveyed plan to make “moderate” increases to CTV spend this year.
Marketers said the primary reason for increasing spend on streaming and connected TV is incremental reach, partially driven by the influx of new streaming services over the past 18 months, and 70% cited the ability to extend reach and engage with audiences beyond linear TV. <<<Read More>>>
5 Capabilities a Good Vendor Must Have – Bonneville Bay Area
OTT (Over-the-top) videos are gaining popularity quickly. Instead of watching TV, people are turning to online streaming services like Hulu, YouTube, and Netflix because they offer more flexibility and easier access to preferred video content.
OTT ads give you an opportunity to reach a target audience of cord-cutters at the time when it's prone to your marketing message.
If a vendor offers integrated solutions but fails to take full advantage of the newest marketing channels, working with them could hold your campaign back. A good ad vendor should have knowledge and experience in running OTT ads and should always be looking for the next new digital opportunity. <<<Read More>>>
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