People are watching more streaming content on Connected TV (CTV) than ever before. That also means people are seeing more ads while they are streaming.  The Traditional Television Advertising landscape is changing and moving into the digital world.  Navigating this new world brings challenges and opportunity for small and large brands. We would like to share some insight on this new trend.

Verizon Defines Streaming as: “Any media content – live or recorded – delivered to computers and mobile devices via the internet and played back in real time. Podcasts, webcasts, movies, TV shows and music videos are common forms of streaming content.”

In the US, Streaming Premium Video Ad Views increased by 50% in the first half of this year compared to 2020.   Connected TV (CTV) accounted for 60% of those views and 75% of those CTV views were delivered on Big Screen TV’s.

Freewheel Defines Premium Video as: “Professionally produced content delivered via curated user experiences in a brand-safe context to highly engaged audiences.”

The launch of Discovery+ and Paramount+ in January and March of 2021 was largely responsible for the Premium Video Ad View growth as well as the introduction of HBO Max’s ad-supported tier in June.

Roku and Amazon Fire TV devices dominate CTV delivery, with 43% and 26% of the ad views.

The bottom line is that people are seeing more ads on Big Screen Connected TV’s.

Media One has CTV experts to make sure our travel destination partners can take advantage of this growing audience with target specific campaigns and commercial content.

So, let’s look at some CTV basics. 

There two components to CTV:

The Device or Hardware that delivers the content – a Smart TV or Roku box or Amazon Fire that is connected to a TV for example. Other devices include PlayStation, Xbox, Apple TV and more.

The Streaming Service that provides the Content or Programs (Entertainment, sports, movies, shows, music etc.) online – for example Major TV & Cable Networks, Hulu or Disney+.

Interestingly, live content drives more than half (51%) of the digital platforms’ ad views and live 24/7 content feeds are the foundation of the popular FAST (free, ad-supported streaming TV) model.

Combined the Device and Programming Service deliver ad supported video content to the consumer by streaming over the internet to a Connected TV (CTV).

Hub Entertainment Research reported that viewers are watching even more TV since the pandemic started and it seems that this will be the new norm.  In addition, TV ad budgets are increasing to match this demand with a 6.5% increase YoY from 2019 to 2020.

Benefits of CTV Advertising

  • It is the closest to broadcast delivery but less expensive and more targeted.
  • The Sound is On
  • A Nearly 100% completion rate
  • Ads are “non-skippable”
  • Reporting includes where & when people view the ads
  • Targeting can be demographic and geographic specific.

So, what does all this mean?  For starters TV advertising has changed forever and is moving from traditional linear to Connected TV.  CTV brings the same trust and value to brands as traditional TV advertising along with the added benefits of advertising in the digital world – better targeting, tracking and reporting for example.

The real challenge for Brands is to find the right media partner.  A partner who can deliver success in the complex world of Connected TV advertising.  At Media One we specialize in CTV and creating successful campaigns that get results.  We will ensure that you get premium inventory at an affordable price and delivered in an efficient manner.

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