Paramount Australia & New Zealand的动态

Reading ITV's latest press release the following phrase struck me: 'It (Planet V) is now the exclusive entry point for ITVX advertising, and handles over 99% of ITV’s digital ad bookings.' I have always championed self-serve ad platforms, having cut my teeth in the #Native space where self-serve was the norm, I then encountered the beast that is Meta’s ad platform. Both allowed #SME’s to flourish in the digital world where their smaller budgets often go unnoticed. There is a reason why some of the biggest #advertising businesses in the world offer self-serve and #ITV has tapped into that with an incredible ￡1bn in ad booking revenue in its first 4 years. Well done ITV! https://lnkd.in/eZAPvxqC.

You want--no, need--to do a TV ad campaign. Centriply is the independent media agency dedicated to delivering fraud-free advanced TV campaigns. With a team that knows precisely where your priority audience is located and makes sure your ad campaign reaches them. And ensures that impressions bought are impressions delivered. Every campaign. No waste. Zero fraud. Simple. “... But CTV ad dollars are still going to waste due to not just fraud but inefficiencies, and that problem could worsen if advertisers don’t understand what they’re buying, he said. ... Intermediaries are often necessary in CTV because of how complicated the supply chain is. But the increase in players presents risks for fraud. And even in the best-case scenario, they result in lost ad spend to fees along the way." From emarketer: "CTV ad dollars are going to waste—advertisers need to know where their money is going" https://hubs.ly/Q02x9td20

"The U.S. advertising market expanded at double-digit rates for the third consecutive month in September, which importantly was not an Olympic month. September ad spending increased 10.1% over the same month a year ago, and while it decelerated from July's 14.2% and August's 12.1% expansion, both those months included incremental ad spending from advertisers on NBCUniversal's coverage of the Paris Olympic Games. Even the national TV advertising marketplace managed to hold on to some post-Olympics momentum, expanding 1.5% in September vs. the same month a year ago, according to MediaPost's analysis of data from Guideline's U.S. Ad Market Tracker. Smaller ad categories continue to lead the expansion, rising 12.8% over September 2023, vs. the top 10 ad categories' 8.1% gains."

CTV ad dollars are going to waste The CTV space is growing rapidly, which means more companies getting involved in selling these ads. However, the space is still complicated from a buying standpoint which is leaving advertisers open to fraud and waste. When you pick an OTT/CTV partner, you must vet the data they provide and pay attention to where the ads are delivered. One misleading practice we here at Brkthru see is mid and pre-roll ads (short form content) being included in CTV buys to lower the CPMs. This practice can lead to ad waste, and will not let you measure the efficiency of your CTV buys properly. #advertising #digitaladvertising #marketing #OTT #CTV

When it comes to consumers' tolerance for ads on #FAST channels, new research from VideoElephant and Hub Entertainment Research, covered in MediaPost today, says consumers see the ad load on FAST as reasonable. Not only that, nearly 40% say the ad experience is even better on FAST than on other platforms. https://lnkd.in/eu44DYb6

Netflix is also becoming an ad tech company. No surprise that 40% of new sign-ups are for ad-supported tiers. The majority of consumers understand the Internet is ad-supported and are willing to watch more if it means keeping cheap or free services (From IAB); * Almost 70% agree that it’s fair to receive ads in exchange for free services. * Nearly 80% of consumers would prefer to get more ads in turn for having to pay nothing for websites/apps. * Nearly all (91%) of consumers would react negatively, including being frustrated, disappointed, angry, confused, or sad if they had to start paying for the websites/apps they currently use for free. When it comes to personalized ads, the study found that almost 90% of consumers prefer them and 87% are more likely to click on ads for products they’re interested in or shopping for.

Cinema advertising is bouncing back! With programmatic capabilities, advertisers can now bid and run ads on the same day. This means quicker turnaround and more flexibility for your campaigns. Now that advertisers can buy ads programmatically, clients who had not previously considered cinema ads are jumping on board. The ability to target specific audiences in real-time is a game changer. How is this impacting your ad strategy? Read more ?? https://lnkd.in/gccCbsFZ #AdTech #Programmatic #DigitalAdvertising

CTV ad spending is projected to surpass $30 billion in 2024 ?? marking a 22% increase from 2023. This surge in CTV viewership, driven by cord-cutting and increased daily usage, underscores the importance of adapting advertising strategies to meet changing consumer behaviors. However, the industry must address issues like ad fraud and the fragmentation of platforms to fully capitalize on CTV's potential. How do you think the advertising industry can best tackle the challenges of measurement and platform fragmentation in CTV to maximize its potential?

BIA Advisory Services forecasts that U.S. local ad spending will reach $171 billion in 2025, with digital ads surpassing traditional advertising for the first time at 52% of the total. The 2024 local ad spend estimate has been raised by $560 million due to increased political advertising, now expected to total $11.7 billion. Key growth sectors include restaurants, real estate, and retail. The forecast anticipates continued growth in digital platforms, with connected TV/OTT showing significant potential for advertisers. NextTV has more. https://bit.ly/4diRKVb #TopTakes #LocalAdSpend #DigitalAdvertising #AdForecast

A recent Teads report has found that a lack of understanding of the benefits and perceived high costs are holding back investment in CTV advertising, with almost half of marketing decision-makers not understanding the key advantages of CTV advertising. Guillermo Dvorak shares his thoughts in The Media Leader:?https://lnkd.in/egCZFF2c #CTV #advertising #broadcastadvertising #media #mediaagency