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This Week in #TVNews: Jamie Lee Curtis, Apple and What Young People Watch

We’ve got the latest in TV news for you, including original content from Apple, a refresh of “Halloween” and the two platforms teens are watching most.

“Halloween” dominates the box office. Jamie Lee Curtis is back as Laurie Strode in the latest chapter of the “Halloween” saga. The horror movie, helmed by three women (including everyone’s favorite character actor Judy Greer), made a $78 million debut at the box office last weekend.

Young people love Netflix and YouTube. You’ve heard about cord-cutters and cord-nevers. Did you know that since 2015, cable’s share of the daily video consumption among teens has been nearly cut in half? Netflix is most-watched platform by teens, and the runner up is YouTube, with the percentage of teen viewership rising from 21.4% to 33.1% in the last three years. (Business Insider)

Apple’s original content gets the global stage. Apple is reportedly gearing up for a global rollout of its original content, which they allotted more than $1 billion for production. Stars signed on for original content include Reese Witherspoon, Jennifer Aniston, Oprah, Steven Spielberg and Kristen Wiig and Chris Evans. (The Information)

Tim Cook calls for EU-style privacy laws for the U.S. The Apple CEO said it’s time for the U.S. to follow the EU’s lead when it comes to data regulation. Cook spoke at the International Conference of Data Protection and Privacy Commissioners in Brussels, laying out what he considers the four priorities for privacy law, including transparency and security. (TechCrunch)

See last week’s news roundup here.

How ATSC 3.0 and HbbTV 2.0 Will Enable Better TV Advertising

Broadcast television technologies are finally on the cusp of a major transformation because of emerging technologies including ATSC 3.0 and HbbTV 2.0. What’s old is set to become very new and very leading-edge.

It was definitely time for a change – current broadcast standards cap picture quality at 1080p and lack the ability to support interactive TV and personalization. The ATSC 1.0 standard is more than two decades old and struggled to keep up with rapidly changing technologies.

From a targeting perspective, these new broadcast formats will transform traditional linear broadcast advertising from regional spray-and-pray distribution to one-to-one household advertising. Instead of having to rely on panel-based measurements inferred from ratings, advertisers will use accurate census-based measurements.

These new technologies combine an interactive functionality of streaming with advanced audio and video quality of cable or satellite TV. When they are widely adopted, these technologies will change the TV advertising game overnight.

Both new technologies will allow video-on-demand, 4K video, Dolby Vision high dynamic range (HDR), wide color gamut (WCG), high frame rate (HFR), high-definition audio and multichannel surround sound.

They will also enable interactivity with TV in a way that hasn’t been done before. Consumers will no longer need to use a second screen such as a tablet or a phone to access interactive content since they will be able to use their TV interactively. The same tool that gives consumers this flexibility will allow 30-second spot replacement.

Broadcasters and programmers will be able to make an ad request to acquire and display the substituted ad, then issue measurement. Cadent is ready with technology solutions to help our partners aggregate their TV content with other platforms they are distributing in order to present unified holistic inventory.

These new technologies will also offer an unprecedented capacity to understand who is viewing programming and where the viewer is located. With ATSC 3.0, you can receive information on what each household watches, how long they were watching and whether they completed viewing.

Wide adoption of these technologies won’t be here for a while. While several television stations have been conducting tests with ATSC 3.0 since 2014, the standard was only recently finished and isn’t expected to begin rolling out in the U.S. until 2019. Even then, stations must continue offering ATSC 1.0 signals until 2023. HbbTV 2.0 is already emerging in the EU however, and ATSC 3.0 has been available in South Korea since May 2017.

Cadent is developing solutions to help our partners extract the best value from their existing inventory with the emergence of new technologies. Dynamic, addressable household advertising is in our DNA, and we are preparing marketers for an advanced TV future across every format, protocol or style of consumption.

For more on how Cadent is navigating the rapidly changing television advertising ecosystem, see a post from our Chief Product Officer Eoin Townsend.

This Week in #TVNews: Spotify, Netflix and Halloween TV Recommendations

Every week, we recap the best in TV news for you. This week the news has a slight Halloween theme, from creepy retargeting to a Spotify ad deemed too scary for kids.

Your Halloween TV lineup. If you love TV as much as we do, and you love Halloween as much as we do, then you’re probably looking for the best new scary shows to fill your autumn evenings. For those who loved the witches of “Hocus Pocus,” we recommend “The Chilling Adventures of Sabrina.” If you were into the remake of “It,” we think you’ll like “Castle Rock,” a Stephen King story from Hulu (with “It” actor Bill Skarsgård playing another terrifying King character). For those who like your scary TV with a side of drama, we recommend Netflix’s “The Haunting of Hill House,” which The Verge said was basically “This Is Us” wrapped in a ghost story.

Netflix gets scary-good subscriber bump. With about 7 million new subscribers for the quarter, the streaming company beat analyst expectations, and it’s on track for 9 million new subscribers in Q4. Netflix said it now has 137 million total global subscribers. Amazon Prime has about 100 million global subscribers, as of April earlier this year. Hulu said it has 20 million subscribers (U.S. only) in May.

Ad tracking is spooky to some. About 19% of Janrain survey respondents said digital ads “understand my interests and needs, but that’s creepy.” Forty-two percent of respondents said digital ads were too aggressive in following them around to different devices and browsers. (eMarketer)

Sinister Spotify ad gets banned in the U.K. Back in June, Spotify launched an ad featuring a weird doll with an egg-shaped head that appears when people play Camila Cabello’s “Havana.” The ad, which Spotify said was intended as a parody of a horror movie trailer, was banned by UK ad watchdog group the Advertising Standards Authority for being too scary for kids. The group concluded that the ad was “likely to cause undue distress to children.” See the full ad here.

See last week’s news roundup here.

This Week in #TVNews: Lady Gaga, Tom Hardy and Streaming Platforms

Streaming platforms continue springing up; digital video spend is growing as marketers aim to reach people wherever they’re consuming content; and Lady Gaga and Tom Hardy break an October box office record with two very different movies. Read on for our round-up of TV news:

  • A content stream becomes a river. WarnerMedia, Microsoft and Snapchat made streaming service announcements this week. A mobile-focused streaming service called Quibi, backed by Disney, Fox, NBC Universal and Alibaba, gets our pick for best new streaming service name. (Quibi is a combination of the words “quick” and “bite.”) Quibi already tapped “Shape of Water” director Guillermo del Toro to produce a zombie show.
  • Digital video is on the up-and-up. Video ad spend is set to grow 30% this year to a total of nearly $28 billion. Twitter will get 55% of its total U.S. ad revenue from video this year. For YouTube and Snapchat, that figure is 73 and 60%, respectively. (eMarketer)
  • I spot interest in measurement. Analytics startup iSpot.tv raised $30 million in Series C funding as it doubles-down on finding new ways to measure and evaluate TV ads.
  • “Venom” and “A Star is Born” score a record October box office opening. You could say two stars were born: the Tom Hardy vehicle “Venom,” which made $80 million last weekend, and Lady Gaga’s “A Star is Born” remake, which brought in $43 million. Both films are expected to score another $30 million this weekend. And “A Star” isn’t just bringing in the big bucks in theater; music industry analysts estimate 200,000 sales of the movie’s soundtrack since its Oct. 5 release.

See highlights from last week here, and check back next week for more.

Advertising Week 2018: Embracing Technology, Consistency and Optimization

Advertising Week holds a special place among our roster of industry events simply for its ability and willingness to be free and flexible with the content.

Many media, technology and advertising-related events hone in on a specific subject, media type or ad format. Advertising Week truly covers the map of our great industry, and this year’s conference was no exception. I personally ended the week with a feeling excitement that all constituents are genuinely coming together and embracing data, technology, automation, consistency and optimization in one way or the other.

One common theme expressed by many was that everyone is looking at data to help fulfill their goals, enrich the value of their product or service, or help achieve an honest return on their investment. Reading between the lines, it was clear that advertisers and media owners are using data to hold one another accountable in their partnerships. And they’re doing it more openly than ever before, and that’s a huge step toward a business where we all win.

In a discussion, it was also acknowledged that in order to truly shift from a demographic and GRP-based media, we need to embrace the technological solutions available today, and collectively collaborate to refine and build those of the future. It was encouraging to hear industry leaders admit that everyone’s individual solution, architecture and offering must give way to a consistent and transparent method of transacting.

Part of that solution includes price, which is often one of the more challenging elements to discuss in an open forum. Efficiency will always be a key driver however, being efficient doesn’t always mean buying the most for the least or selling less for more. A responsible application of data and the appropriate use of technology will allow us to optimize our way out of the traditional cat and mouse game and solve for some of the hurdles behind fragmented viewing and dwindling reach.

Another important message that came across loud and clear is that this next phase in the evolution of advertising will come with significant challenges. While I don’t disagree, I believe many of the challenges that exist at a macro level, including solving for data, automation and optimization issues, don’t exist at the micro, tactical, or campaign levels. Distinguishing the difference between industry challenges and the kind of challenges marketers face on a day-to-day basis is of the utmost importance. An example is how we approach Addressable television at the household level. There may be systematic challenges at the top, but there’s nothing standing in the way of identifying a segment within a population of 65MM, dynamically serving a spot to the desired portion, and measuring the conversion of that exposure.

A final observation from this week is that most leaders agree that waiting for the perfect solution is not the answer. We have been down that road before and to little benefit. The tools and insights to move the needle are right in front of us. How we use them and to what extent is up to us.

For more on the future of advanced TV, see the latest post from one2one Addressable COO Jamie Power, “Standardized Addressable Reporting Creates Smarter Marketing.”

This Week in #TVNews: Ad Week, Nintendo and Will Smith

Here’s the TV news we followed this week, from Advertising Week to Netflix’s choose your own adventure episode of “Black Mirror.”

    • Will Smith weighs in on data. This year, Will Smith, TI, Adrian Grenier and Bethenny Frankel were a few of the celebrity gets for Ad Week. The Prince of Bel-Air himself (and recently minted YouTube star) reminded us that we can’t forget the importance of human creativity: “Nothing is more valuable than your gut,” Smith says. “The metrics are there to help you train your gut because at the end of the day you have to make the call on the extraordinary.”
    • Does your brand have a purpose? After Nike’s successful campaign with NFL player Colin Kaepernick (the brand’s stock price reached an all-time high last month), other brands are interested in taking their own stand. As David Gaines of Wavemaker said during an Ad Week panel: “Be polarizing… People are more inclined to side with a team that has a point of view these days.” (See Land O’Lakes “feminist” take on “Old MacDonald Had a Farm.”)
    • Choose your own Netflix adventure. The streaming company announced a foray into interactive TV, starting with an episode of “Black Mirror” will let viewers choose to follow a particular storyline. 
    • Gaming on your phone is going to get easier. Nintendo patented a phone case that basically turns your phone into a Game Boy. Polygon reports that “pressing a button on the cover results in contact with a touch panel beneath it, which is then translated into an action on the screen.” Nintendo also announced that it will release a new Switch model next year.

See highlights from last week here, and check back next week for more.