CTV Snapshot

Addressable targeted media at scale, the CTV universe is set to continue to expand, with three-quarters of SVOD networks globally planning to introduce ads by 2025.

The convergence of linear and streaming TV means brands and their agencies are being challenged to buy and measure across the entire Total Video ecosystem, engaging with platforms, publishers, devices, data and technology partners.

Holistic measurement systems are evolving to bring meaningful, actionable data to the table.

Meanwhile, audiences are chasing and consuming content, no matter which platform, and on multiple devices.

“TV” has evolved to mean a Total Video – a multi-screen, multi-streaming video ecosystem encompassing:

  • LINEAR TV:  Traditional TV, watched as it’s scheduled.
  • SVOD (Subscription Video On Demand): Streaming services which have a monthly subscription fee eg:  Netflix, Amazon Prime,
  • AVOD (Advertising Video On Demand): streaming video services funded by advertising (eg: Paramount+ / You Tube / Netflix, Binge)
  • BVOD (Broadcast Video On Demand): linear TV channel/content available live or catchup online
  • FAST (Free Ad-supported Streaming TV):  streaming services which offer ad-supported linear and on-demand programming e.g. Pluto, Samsung TV Plus, The Roku Channel
  • CTV (Connected TV): streaming video viewed on a smart TV or a TV connected to the internet, via a streaming device. Anything viewed on TV and streamed via the internet is CTV

Consumers, driven by the need for entertainment and infotainment have become content gluttons, and the streaming platform is not their essential decision point. On average 20% of consumers say they consider watching content on YouTube the same as watching TV[1]. Around 74% of global TV viewers do not care about the device, platform, or technology if they get to watch the TV shows and movies they want[1].  In fact, if anything, the choice has become overwhelming, and they are seeking a more consolidated and personalized experience. 

Key Benefits

A key benefit for brands of CTV advertising is that it runs primarily on first-party data.  All streaming platforms inherently require a log-in, as does opting into a Smart TV or device, as does having a cable or satellite subscription. This means that CTV enables targeting to be more than just a broad demographic overlay.  CTV enables much more granular targeting using addressability, or by targeting custom audiences at scale. And because targeting is sought via first-party log in data, CTV also sidesteps many privacy concerns.

The continuing expansion of streaming ad options means creative opportunities also need to evolve. Brands will no doubt repurpose broadcast creative, but this wastes opportunity to reach and connect and drive greater value through personalization, encompassing targeting that can be geo / audience or genre-based, driving consumers to website to purchase.

CTV’s internet connectivity makes it possible for advertising to be transactional.  Brands can take advantage of tactics such as using a QR code to exploit second-screening behavior. 

Example partnership case study featuring: Land Rover and 7’s SAS Australia.

  • VoZ data clearly illustrated the de-duplicated audience numbers for SAS Australia, highlighted a 21% increase in Total people though BVOD on each episode and a 54% uplift in Ppl 18-39. 
  • Land Rover embraced the context of the program, which delivered engagement – substantiated by Amplified Intelligence attention data and utilized CTV and QR codes to engage in a two-way conversation with their audience.  The campaign achieved results:
    • 0.44% snap rate
    • 22x above snap rate benchmark
    • 532,239 impressions delivered

Harnessing the scale of broadcast and the targeted content addressability are ongoing strategies, with many brands experimenting to find the ideal mix across the streaming platforms.  We believe a further focus must be understanding consumer attention to the content they seek over the platform it is screened upon.  Latest data research indicates addressable TV ads are recalled better and faster due to their personalized targeted creative.  This in turn can deliver against both brand metrics driving longer-term sustained impact and push lower-funnel responsive metrics.

Introduce CTV to your Total TV approach

Currently, less than 10% of CTV campaigns have anything other than broad demographics overlay applied. With Netflix and Binge now AVOD platforms, the CTV universe is set to continue to expand, with three-quarters of SVOD networks globally planning to introduce ads by 2025. This isn’t anticipated to impact platform audience reach.US data shows households are adopting ad-supported streaming services at a faster rate than purely subscription-based options.  Now is good time to investigate available CTV first party data to connect with a more targeted audience and trial ecommerce capabilities.


Audience Project: Insights 2020: Traditional TV and Streaming

[1] Viacom CBS: Global Today’s TV Study

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Saffron Carter