OTT Audiences Are There – So Why Aren’t Advertisers Buying?

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OTT audiences are prevalent and engaged. But while advertisers are buying, they’re not exactly beating down the doors. Watch any premium long-form show on an internet connection and you’ll see the same irrelevant message played so frequently it’ll haunt your dreams. What gives? The main issue is buyer confusion about how to transact on OTTContinue reading »

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Roku Launches Measurement Platform Powered By Its First-Party TV Data

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Advertisers for the first time can tap Roku’s first-party data via a managed service measurement system called Ad Insights, released on Wednesday. The Ad Insights platform builds on Roku’s support of third-party measurement partners like existing partner Nielsen, Kantar Millward Brown, Oracle, Placed and Experian. “This launch was really the result of us stepping backContinue reading »

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Frequency Capping Is Far From Solved In Connected TV

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Although connected TV buyers have become pretty sophisticated at targeting and delivering an ad to individual users, managing frequency across video providers is a work in progress. But despite the industry’s recognition that consumers demand better ad experiences, many viewers find themselves bombarded with the same ad. Worse, those ads sometimes run within the sameContinue reading »

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Everything Old Is New Again, As MGM Finds Data-Driven Ways To Monetize Its Classics

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MGM Networks is expanding to OTT platforms and expects data-driven TV advertising to revitalize the studio’s library of films and TV shows. Last year, MGM Networks launched an OTT app for the Comet sci-fi channel and saw 120,000 downloads despite minimal promotional spend, said senior VP Todd Parkin. The company plans to launch OTT appsContinue reading »

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UM’s Investment Chief Outlines Three Key Issues Plaguing OTT Planning

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In the words of Jon Stimmel, the chief investment officer for UM Worldwide, planning an over-the-top (OOT) ad campaign is “a Frankenstein of different methodologies mixed together.” He added, while speaking last week at the Videonuze Shift summit in New York, that buyers need more automation in the OTT planning process: “We are recreating theContinue reading »

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OTT Providers: Beware When Expanding Service Internationally

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“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Evelina Grines, vice president of media and entertainment at MPP Global. Video audiences in the US are soaring, growing 46.8% from August 2016 to 2017, per the MPA. And while that’s good news, viewershipContinue reading »

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How LG Works Advertising Into Smart TVs

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Thanks to its smart TVs, LG Electronics controls a channel that can bring the granularity of digital advertising into the world of connected TV. But LG is a consumer electronics manufacturer, not an advertising company, and in recent years it has learned how to accommodate a new business practice. Its first foray into ad monetizationContinue reading »

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The Trade Desk Rolls Out Connected TV Targeting And Attribution

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Demand-side platform The Trade Desk wants a bigger slice of TV ad budgets. The company on Thursday rolled out a connected TV targeting and attribution tool designed to extend digital buying capabilities like retargeting and audience matching into the over-the-top environment. According to CEO Jeff Green, connected TV inventory available through The Trade Desk increasedContinue reading »

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Roku’s Ads-Driven Platform Business Accounts For 41% Of Revenue – And It’s Angling For More

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Although Roku’s device sales make up 59% of its revenue, the growth of the segment is declining as Google, Amazon, Apple and other competitors push for more market share. However, its platform business, which consists of ads and subscription revenue, has expanded rapidly and now represents 41% of Roku’s total revenue. Advertising accounted for 67%Continue reading »

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Can The Opt-Out Move More Ad Budgets To OTT? Videology And Tru Optik Bet It Will

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Ad buyers decry the absence of addressability in OTT inventory, which they claim lacks the targeting and measurement capabilities to which digital buyers are accustomed. But an integration between Videology’s cross-screen video platform and Tru Optik’s CTV device graph, revealed Wednesday, aims to bring more addressability to OTT advertisers – at scale. Previously, Videology would targetContinue reading »

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