News You Can Use: Dec. 6 - 10
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This week, we’re looking at…
Connected TV Has a Consent Management Challenge (Digiday)
“There’s just this fallacy that we have solved for privacy, full stop. We have not. We’ve gotten mature and pretty standardized solutions for a couple platforms, but for the ones that everybody now gives a damn about — CTV and [streaming] — it’s still very much the Wild West,” said one media executive. While the media and advertising industry has been tackling those topics on the web and mobile, CTV presents a significant difference. Computers and phones are largely personal devices, so consent is managed at the individual level. CTV devices, however, are often shared by multiple members of a household. Therein lies the dilemma that the industry needs to address — and is now working to address.
Despite the rise of digital, many large companies and top-tier product launches rely heavily on television as well as ad-supported forms of streaming. But GroupM sees TV’s share of total campaigns shrinking in the coming years. TV advertising will reach $171 billion in 2022, with about 10% of that devoted to what the company calls “Connected TV+,” mainly ad-supported streaming, a category projected to triple to $33 billion by 2026.
Streaming Services Crash Linear's Holiday TV Programming Party (Adweek)
Those linear programming blocks have given advertisers an easy way to appear near holiday programming. While festive fare is key for streamers looking to grow subscribers and audiences, it remains challenging for buyers since they typically sell audience segments, not specific programming. “It isn’t like our clients are going to buy streaming services specifically to be in the holiday content since we can’t confirm that they will air in it,” one integrated investment lead at a holding company media agency, who asked to speak on background to speak freely about the trend, told Adweek. “To me, this is more about the streamers jumping on the bandwagon of easy-to-produce holiday movies that perform incredibly well with audiences.”
Netflix Originals Suffer Sharp Viewership Drop After Initial Surge (FierceVideo)
That’s according to new research from media analyst company Moffett Nathanson, which dug into Nielsen’s U.S. streaming data to get a clearer picture of how Netflix’s massive content budget is reflected in engagement. The company found that Netflix had 40 original shows that reached Nielsen’s top 10 list during the third quarter, but that none of them accounted for more than 1.5% of time spent on Netflix in the U.S. “This suggests that Netflix will need to continually refresh their original content pipeline to keep viewers engaged as they move from one original series to the next,” wrote Michael Nathanson in a research note.
One of Zaslav’s first big decisions will be whether to combine or keep separate the enlarged company’s two major streaming platforms: HBO Max and Discovery Plus. The name of the game now is subscriber gains and minimizing churn rates. Those are things Zaslav already sees happening with Discovery Plus. Of the two prized platforms, he adds: “We’re going to make them available in a way that is simplest for the consumer.”
More News To Peruse
ADVERTISING
The 21 hottest adtech companies of 2021 (Business Insider)
TV Advertising Can Be Fun - Who Knew? (MediaPost)
How TV Advertising Can Fulfill Its Promise As a Full-Funnel Marketing Solution (AdAge)
Ad-supported streaming services assess how many ads to show viewers (Digiday)
Rakuten, Other Advertisers Plan Optimistic Tone for Super Bowl Ads WSJ
Ad-supported streaming services assess how many ads to show viewers (Digiday)
Automotive TV Spending Down 8.8% In November (MediaPost)
Convergence Will Drive The Future Of Linear And Digital TV Advertising (AdExchanger)
Local OTT Advertising Is An Untapped $137 Billion Opportunity (AdExchanger)
STREAMING WARS
Netflix Originals Suffer Sharp Viewership Drop After Initial Surge (FierceVideo)
AT&T CEO Dismisses Democrats’ Antitrust Concerns About WarnerMedia-Discovery Merger as ‘Unfounded’ (Variety)
ViacomCBS CEO: Streaming Revenue Crosses $5B Annual Run Rate (THR)
Verizon CEO Touts “Stickiness” of Streaming Content Partnerships (THR)
Ryan Reynolds Has an Idea for Brands Struggling With Connected TV (Adweek)
As Its Original Content Strategy Pays Off, Roku Plans to Double Down in 2022 (Adweek)
Vizio Offers Winter Watchland of WatchFree Plus Holiday Cheer (NextTV)
‘FX on Hulu’ Brand Is Getting Scrapped (Variety)
Netflix’s Local Language Success Inspires Launch of New AVOD Service Globi (NextTV)
Paramount+ adds live channels for Star Trek, SpongeBob and more (FierceVideo)
DATA AND MEASUREMENT
SPORTS
The NBA Increases Tune-In For Live Games By Buying High-Attention CTV Ad Spots (AdExchanger)
Betting is the next battleground in sports streaming (TheVerge)
Sinclair Re-Ups Streaming Deal With NHL, Plans to Pursue a Direct-to-Consumer App for NBA and MLB (SportTechie)
ESPN's past, present and future: Cable TV collides with streaming (Axios)
LANDSCAPE
Movie Theaters Go Out of Style (Axios)
What I Learned From Launching a Streaming Platform During the Pandemic (Adweek)
Horizon Media, Madison Avenue’s Long-Time Independent Media Shop, Sells Minority Stake (Variety)
Matter Could Bring Universal Casting That Actually Works (TheVerge)
‘A historic push for the brand’: How Vivid Seats is using video to diversify its media mix (Digiday)