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This Week in TV News: Halloween Pizza Ads and Game of Thrones

This week we’re talking about the best Halloween marketing, Game of Thrones and the Halloween pizza ads.

PlayStation Vue shuts down. Sony is shutting down its live TV streaming service PlayStation Vue on January 30th, 2020, the company announced today. The service launched four years ago as an early competitor in the pay-TV market. Competitors included Amazon and Netflix. That includes Disney with Disney+, Apple with Apple TV Plus, AT&T with HBO Max, and NBCUniversal with Peacock, among others. (The Verge

GoT creators aren’t going to work on Star Wars. David Benioff and D.B. Weiss aren’t going to work with Disney’s Lucasfilm to launch a feature film trilogy in 2022. Citing their Netflix deal, the pair won’t be working on an installment of Star Wars. (Deadline

Halloween pizza ad wars. Halloween happens to be one of the most popular pizza-ordering days of the year, according to industry group American Pizza Community. October is national pizza month, and in celebration, Pizza Hut is giving out $20 gift cards on Reddit; Domino’s is offering $50 gift cards for people who retweet a post about the celebratory month; and Papa John’s is offering an $11 jack-o-lantern pizza with a smiley face made of pepperoni. (Ad Age)  

Spooky good Halloween creative. Read The Drum‘s roundup of Halloween coverage. See a psychic perform a spiritual taste test for Burger King, a haunted rum ad from Bacardi, and for Progressive, couples experience the greatest spook of all: becoming their parents.

Read last week’s TV news.

We’re Simplifying How Marketers Find Their TV Audiences

At Cadent, we’ve integrated the TV audience data ecosystem directly into our platform to provide access to targeted audiences for addressable TV ad campaigns. Our platform offers full control over building customers’ target audiences, allowing them to easily discover and reach the right segments that drive business outcomes. 

Today, we’re sharing that we released a new platform enhancement that makes it even easier and more intuitive to discover TV audiences across a wide variety of data sources. The new feature, which curates addressable audiences by category, lets customers select one or more industry categories and receive a list of potential first or third-party audience segments to utilize within a campaign.

Customers will now find the category field when creating or editing audiences on the audiences page within the campaign planning wizard. Select one or more categories, and we’ll serve up a curated a list of audiences that may be interesting to a customer based on their specific industry or category. For example, if you select the CPG category, you might see audience segments like light to medium brand buyers or heavy category buyers. This curated list of available audiences segments will display in real-time for whichever categories the customer picks. They can then select one or more available audience segments to apply to their addressable TV campaign.

Available industry categories include: 

  • Automotive
  • B2B 
  • Consumer Electronics
  • CPG
  • E-Commerce
  • Education
  • Entertainment
  • Financial 
  • Health
  • Home Appliances
  • Home Services
  • OTC
  • Pharma
  • Retail
  • Travel
  • Tune-in

This enhancement makes it easier for customers to find their audiences and build effective, data-driven TV campaigns faster. It’s another step forward in Cadent’s mission to provide customers with industry-leading audience building tools that make planning and buying addressable TV simpler and more effective. Stay tuned for more coming soon!

Learn more about Cadent Advanced TV Platform.

This Week in TV News: Video Ad Growth and Beverage Innovation

This week we’re talking about the growing video advertising market, compliance framework for CCPA provided by the IAB and IAB Tech Lab, and how Anheuser-Busch InBev is thinking about its portfolio in light of changing consumer behavior. 

Video advertising is growing fast. A report from the IAB and PwC U.S. found that U.S. digital advertising spend for the first half of this year came to nearly $58 billion, an all-time high for the first six months of a year. Video advertising saw the fastest level of year-over-year growth at 36%, totaling $9.5 billion. (The Drum)

CCPA compliance framework is open for comment. In another IAB-related news, the organization and the IAB Tech Lab released a first draft of a compliance framework for the The California Consumer Privacy Act (CCPA). The draft is open to public comment through Nov. 5. The IAB Compliance & Privacy Unit will provide “information, solutions, and resources to get ready for CCPA,” according to its site, which has a clock counting down (to the second) how long until the legislation takes effect. (AdExchanger)

Rethinking the role of the beer giant. Anheuser-Busch InBev’s innovation arm ZX Ventures, with acquisitions like Babe Wine, is “focused on finding the new big thing before it becomes a thing,” according to Pedro Earp, the group’s global CMO. In an interview with Adweek, Earp talks about building on the beverage giant’s portfolio of brands to “drive increased sales uplift, efficiencies and simplification.” Read more in Adweek.

Spooky shows you shouldn’t watch alone. Or should you? If you’re brave and very into Halloween, Screenrant made a list of scary TV shows, with “Walking Dead” and “American Horror Story” on the list. “The Twilight Zone” is the oldest show on the list, as did newcomers “Into the Dark,” “The Terror” and “Black Summer.”

Read last week’s TV news.

This Week in TV News: Jen Aniston Joins Instagram and Syfy Fan-Submitted Spots

This week we’re talking about the “Friends” cast member making waves on Instagram, the most-watch Netflix movies and TV shows from the past year, Syfy fan-submitted creative inspired by classic horror scenes and more.

Jen Aniston joins Instagram. Right before the November launch of her new Apple + show, “The Morning Show,” Jen has decided to join Instagram. Soon after joining, her account crashed because so many people rushed to follow her. Her first post was a 25th anniversary reunion of her Friends castmates. As of Thursday, Jen has 12.3 million followers on the social platform. She broke the world record for reaching one million followers on Instagram, clocking in at 5 hours. (CNN)

The best Halloween TV episodes. What’s scary is that there are only about two weeks left of October to watch a lot of Halloween-themed TV. On Esquire’s list: an episode of “Buffy the Vampire Slayer” in which the characters unknowingly buy cursed Halloween costumes; an episode of “The Office” where Michael procrastinates firing an employee; and a “Freaks and Geeks” episode called “Tricks and Treats,” in which Bill dresses up bionic woman. (Esquire)

Syfy fans create Halloween spots. New promos pay respect to classic horror movie moments, including scenes from Annabelle, The Blair Witch Project and Halloween. Syfy created the promotion with Tongal, a content creation platform, asking for text, treatment, links, storyboards and a pitch video, and Syfy decided which submissions to fund from there. (Adweek)

Netflix’s top movies, as revealed by Netflix. Netflix decided to share its viewership data for a year’s worth of its most-watched original movies and TV shows, from October 2018 through this month. Sandra Bullock vehicle “Bird Box” came in as the top-watched original movie, with 80 million views. “Murder Mystery” came in second with 73 million viewers. Top TV shows included “Stranger Things” with 63 million viewers; “The Umbrella Academy” with 45 million viewers; and “La Casa de Papel” with 44 million viewers. Viewers who watched 70% or more of a title were counted. (The New York Times)

Read last week’s TV news.

The addressable TV realities brands and agencies should know

Recently, I sat down with my five-year-old son and explained to him what I do for a living. After a 15 minute conversation he said, “So Mommy you send commercials to me for things that I like, like M&Ms and apple juice because I like them.” I’ve been working in the advanced television space for more than seven years, and yes, it really is that simple! I explained addressable TV in simple English instead of speaking in acronyms or big, scary words. 

From experience, I can tell you that the concept of addressable TV is pretty easy to understand: identify the right households, send messages only those high-value audiences and have the ability to measure each campaigns impact against a brand’s KPI. 

Set-top-box addressable television (via cable and satellite providers) began rolling out more than ten years ago, hitting real scale (70 million households) in the last couple of years. In addition, as traditional TV audiences continue to fragment, OTT addressable applications give marketers the ability to target high-value audiences across all screens.  

When speaking to brands or agencies or reading trade publications, I’m constantly surprised at the misconceptions around addressable TV. And the language we use as an industry doesn’t serve the goal of clearing up what’s possible and not possible with the medium. It’s clear that the marketplace cannot truly scale until we all start to speak the same language, understand the true opportunity and come together to create standards. 

The reality is that agencies want to enter the world of data-driven television, but it’s still difficult to activate an addressable campaign in a unified way. When all is said and done, there aren’t a lot of tools that let agencies reach audiences in granular way through TV. Understanding how to reach customers at scale without duplicating ads is tricky. 

Post campaign, it is challenging to surface campaign attribution  in a meaningful, uniform way. If the targeting, test design and metrics are not consistent across screens and suppliers the data is not useful. Analytics groups/data scientists’ time is eaten up by how manual addressable advertising campaign reporting is today, taking in differently formatted raw data from multiple suppliers and or viewing environments before they actually can analyze it. 

In order to move addressable TV from a buzz word to a flowchart staple, much easier execution is necessary. 

There a few things brands and agencies understand about this new reality.

We live in a multiscreen world. Just 25 or so years ago, TV didn’t have much competition. The Internet existed, but smartphones didn’t and neither did tablets. These days, consumers have many tools with which to consume premium television content, and to get an accurate picture of viewing habits, you have to take all of those into account. Nielsen recently found that nearly half of TV viewers always or very often were using a digital device while they watched TV. Often they used devices to look up information related to the content they were watching, “using digital platforms in tandem with TV and audio to augment their overall experience.” Using a second device is a part of how people watch premium, engaging content today, making it more important than ever to focus on the entire picture of who the consumer is versus what content they’re watching. 

Cross-channel attribution is the future. It’s typically difficult to use a thoughtful approach across all screens today, but it’s possible to activate on data across screens fairly easily from both an addressable and indexing standpoint. Starting with an understanding of television is key. With full transparency into how TV compares to digital performance, agencies can recognize when they should allocate more to digital or more to their addressable spend.

Automation is possible, and it’s changing everything. Agencies want to focus on gleaning insights from their campaigns to have the ability to optimize their efforts. Simply knowing a campaign worked is not enough. It’s important to go beyond results and provide recommendations to optimize future addressable campaigns, linear television media effectiveness, the value of an impression by viewing environment and/or  targeting audience allocation. Automation makes execution easier for both targeting and attribution, and it creates the ability to cleanly target a uniform audience and measure campaign impact. 

One objection agencies have to addressable TV is that have tried doing it manually at scale and found it to be too complicated. That’s a valid criticism. Historically, executing an addressable campaign manually has been extremely complex and very arduous. Putting together an addressable TV campaign has been accessible only to those who have put in the time to understand its nuances versus those of traditional television and were willing to put in the time to manage the manual processes. Technology is starting to change that, and the partners who solve challenges through unification, automation and data science are the ones who will guide brands and agencies into a new era of TV that’s data-rich and technology-driven. 

Learn more about Cadent addressable, or get in touch with us.

This Week in TV News: a Walter White Pop-Up and an Increase in OTT Subscriptions

This week we’re talking about “Breaking Bad,” the NFL streaming to more countries through OverTier and an increase in household OTT subscriptions.

Get the full Walter White experience. Well, not the full experience of Walter White, but a “Breaking Bad” experience, complete with set recreations from the show and a themed bar and snacks. Servers will wear  hazmat suits, and fans will get to make their own cocktails during what Vince Gilligan calls “the chance to experience Walt’s world firsthand.” (Adweek)

The NFL is streaming to more countries. In fact, 181 countries and territories will be able to stream NFL games, thanks to the NFL and streamer OverTier. OverTier has held rights to operate NFL Game Pass in Europe since 2017. Now, only three countries (the U.S., Canada and China) will not be served by NFL Game Pass through OverTier. (Variety)

Households are subscribing to more OTT subs. A survey from Parks Associates found the number of households with multiple OTT subs has increased by 130% since 2014, with 46% of U.S. broadband households subscribe to two or more services. The number of OTT services available for subscriptions has gone up 140% in the past five years, according to senior analyst Steve Nason, who added, “consumers are finding they can’t fulfill all their interests through a single service.” (FierceVideo)

CMOs are feeling good about budgets. Gartner’s CMO Spend Survey found that overall marketing budgets were down from about 11% of overall company revenue in 2018 to 10.5% this year, six out of ten CMOs believe budgets are set to tick upward in 2020. Marketing technology investments dropped by 3% year over year, falling to 26% of marketing budgets in 2019. (BusinessWire)

Read last week’s TV news.

This Week in TV News: 2020 Presidential Election TV Ad Spending and In-Store Shopping

This week we’re talking about 2020 election TV ad spending, in-store shopping by Gen Z and millennials (yes, they shop in physical stores) and Premiere Week ratings.

Young people are shopping in-store, actually. The natural assumption would be that younger consumers (millennials and Gen Z) prefer to shop digitally because they’re digital natives who prefer the speed and ease of online shopping. Not so, according to a recent study from Oracle NetSuite, Wakefield Research and The Retail Doctor. Forty-three percent of millennials and Gen Z are likely to increase their in-store shopping this year. The reason may be that they’re shopping for necessities they want immediately, says a senior commerce marketing analyst at NetSuite. (Adweek)

2020 presidential candidate TV spending thus far. FiveThirtyEight is tracking TV ad data for the 2020 presidential election, finding that most candidates haven’t started spending much on TV ads yet. As of late September, the philanthropist Tom Steyer has used TV most, accounting for $12 million of the estimated $15.4 million that had been spent on presidential TV ads. To date, most candidates have been focusing spending on Facebook and Google ads. In 2016, campaigns and organizations were spent $2.4 billion on broadcast TV ads. (FiveThirtyEight)

Broadcast TV ratings for Premiere Week are weak. According to live-plus-same-day data, ratings for adults 18-49, fell 12% year-over-year. On average, the Big Four networks drew 1.75 million members of the demo per night. And our of the 13 new series that aired episodes last week, just one (Fox’s “Prodigal Son”) got a 1.0 rating in the 18-49 demo. (Ad Age)

“Stranger Things” gets a fourth season. Netflix agreed to make another installment of the 80s nostalgia-infused TV show, signing on show creators the Duffer Brothers to a multiyear film and series deal. Netflix said nearly 41 million household accounts watched the show’s July 2019 third-season premiere within four days of it being released. (Adweek)

Read last week’s TV news.

Operators Should Deploy Addressable Advertising to Better Compete with Digital Monoliths

Today, just 10% of one billion global pay TV homes are enabled for addressable advertising. 

For EU broadcasters and operators, addressable growth represents a huge opportunity. By 2023, Strategy Analytics projects the global TV and digital video advertising market will total $260 billion. If 30% of that spend shifts to addressable advertising, as many advanced advertising experts predict, $90 billion in global advertising will be spent on addressable advertising. With their network and video delivery capabilities, as well as their direct-to-consumer relationships, platform operators can enable cross-platform, anonymized, deterministically targeted advertising with closed-loop attribution. They have the opportunity to get a significant piece of that advertising spend shift through revenue share arrangements with their content providers just as Youtube, Roku, Hulu and other video market entrants do today.    

Competition for addressable dollars will be fierce, especially as digital companies with massive scale and deterministic targeting capabilities enter the market. To compete with digital players, platform operators have to achieve the necessary scale across data, content and advertising capabilities. And the way to do that is by partnering with broadcasters and enabling cross-screen advanced advertising, especially across linear television viewing which still garners the majority of time spent for most major TV and video markets. By not enabling targeted advertising on linear TV, the leading broadcasters and platform operators are not leveraging a core scale asset as they compete with digital video players.   

A close partnership, like the integration between Liberty Global’s Virgin Media and Sky’s AdSmart platform, is a great example of an operator and broadcaster coming together for a joint addressable advertising initiative. Through an integration with Sky’s AdSmart platform, targeted addressable advertising is delivered across Virgin Media’s UK footprint, allowing partners and advertisers to utilize targeting capabilities that have previously been confined to digital advertising. Additionally, these capabilities will be enabled cross platform so advertisers can optimize reach and frequency across live and on-demand TV, whether viewed on through a STB or on digital devices.  

In order to deploy this kind of system, an operator has to offer multiplatform TV advertising execution for content providers, starting with linear with television, where more than three quarters of all viewing is done live, according to BARB, as well as video-on-demand and video on devices. Reach and frequency control is needed across platforms and TV formats to ensure subscribers get personalized advertising but aren’t overexposed to the point where their experience is degraded.   

An open system, one that can integrate with broadcasters’ advertising systems, is needed – this means the system must be API-driven and enables broadcasters to easily integrate with their existing ad systems for key functions like campaign integration, audience queries and robust reporting on performance and delivery.  

In addition, there’s an opportunity to enable these types of advanced advertising services between operators, enabling even greater scale and automation and giving broadcasters the ability to manage campaigns across two different operator footprints in a single, unified workflow. Operators would also get a faster, more cost-effective way to generate revenue and achieve scale by pooling their data assets while sharing advanced advertising services managed in the cloud.

Bringing digital’s best, leaving behind the rest

A broadcaster-operator partnership can improve the relevance of subscriber experiences, and it can improve ROI for advertisers. The key is doing it in a privacy-complaint way. 

Ad tech practices are under ever closer scrutiny with GDPR in full swing. Complaints filed in Belgium, Luxembourg, the Netherlands and Spain argue that real-time bidding, RTB, entails “wide-scale and systemic” breaches of Europe’s data protection regulations. A report from the UK Information Commissioner’s Office found systematic issues including “insufficient consent, transparency and overbroad collection of data within the RTB supply chain,” calling out complex, confusing privacy and data disclosures. 

Consumer trust is at stake, and it’s more important than ever to leave behind what didn’t work with digital advertising. Fortunately, addressable TV advertising has privacy safeguards built into it. Virgin Media and Sky, for instance, have put in place automated addressable advertising workflows that avoid the data leakage associated with RTB and are more privacy compliant.  

There are plenty more benefits of deploying an addressable TV solution for an operator beyond new revenue generation, including a better video experience and more efficient marketing of an operator’s own product and services offerings. With high quality data assets, operators can expand their traditional ARPU-based businesses with a stronger focus on data monetization. Today, with digital giants, data monetization happens mostly through enabling more effective advertising. By enabling addressable advertising services and leveraging their existing network and video delivery capabilities, as well as their direct-to-consumer relationships, operators can offer platform-based advanced advertising services that justify a healthy revenue share of advertising spend. 

Now is the time for operators to take control of their own destiny and seize the addressable opportunity in the EU. Delivering household addressable advertising to subscribers will bring value to the entire ecosystem – broadcasters, content owners, and advertisers.

Learn more about our Content Monetization Solutions or get in touch.