Disney's Sticky Wicket
Dongles Of Doom Roil CTV
A new report from iSpot and Group M has revealed that dongles, hockey pucks and all manner of external connected devices have a tendency to act like set top boxes, showing ads long after the actual TV set has been turned off.?
As per the study, the actual percentage is around 17%, which, it should be noted, means that 17% of ads watched via said external devices are playing to a blank screen, NOT 17% of CTV ads overall.
It seems ads watched via a smart TV’s own operating system do not suffer this fate and so the true stat is 8% to 10% of overall CTV inventory is shown to a blank screen, a still significant amount.
Fortunately, the explanation for why this happens is fairly commonsensical…[READ MORE]
Disney Loses Streaming Cricket Rights In India
Disney’s Hotstar property, the aptly named service that controls over 80% of the Indian streaming market, lost the rights to stream the massively popular Indian Premier League cricket matches. The winner, Paramount18, a JV between Paramount and India’s Reliance Industries, paid close to $3 billion for those rights, which give it an asset of significant marquee value.
First a little table setting.
The Indian market is potentially huge, as it is the world’s second-most populous country.
And Hotstar, which Disney inherited as part of its deal with Fox, has been kicking ass, dominating the market despite the incursion of Netflix and Amazon.
Part of that is boneheaded pricing on the part of the American interlopers…?[READ MORE]
Featured Report:?
The IRIS_ID—Making CTV More Transparent For Buyers And Sellers
In the absence of a safe and secure way to share metadata, CTV publishers have largely opted not to do so. As a result, brands rarely have insight into where their ads run, let alone whether the environment was brand-safe or contextually relevant. As more eyeballs shift to CTV, this presents a major problem.
This report examines how?IRIS_ID?solves for this by creating uniformity for content-based metadata across multiple publishers, and how third parties are using it to holistically plan, target, verify and measure campaigns.?
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Multiple people can be watching TV together. That’s why co-viewing is such an important factor for TV measurement,” explains VIZIO's?Charbel Makhoul.?READ MORE...?
New MLS Rights Deal Shows Just How Serious Apple Is About TV?—?John Cassillo
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Apple’s is testing 1.?how much more people will pay for live sports, 2. how much avoiding local blackouts matters to consumers, and 3. how interested U.S. audiences are when it comes to soccer.?READ MORE...?
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When Do We Hit “Too Much Sports?”
While?Apple’s new deal with MLS?is a savvy move to partner?with a growing league and sport, it’s also indicative of just how much the entire TV market is banking on live sports. As Variety’s Brian Steinberg notes this week, sports are also on their way to?taking over cable programming.
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The Q1 currency tests across One Platform consisted of 67 advertisers across all major holding companies and 158 brands. Though OTT and linear impressions were split 9% and 91%, respectively, the test and learn found that the optimal mix should lean 30-40% OTT.
Due to the nature of the problem, using a smart TV makes it far less likely that ads would be shown while the TV is off, since in this instance the television and streaming device are just a single piece of hardware. GroupM said it found “virtually no incidence” of the issue on smart TV apps.?
While Rice was never reported to have complained about the arrangement, it’s not hard to imagine that an executive used to wielding power at Fox, who had fought for his greenlight authority at Disney, might have chafed under it. “No one lost more real estate in that reorganization than Peter,” says a former Disney insider.?
Netflix Talks With Roku, Comcast About Getting Help On Ad Sales, Ad Tech [The Information]
Netflix executives have begun discussions with entertainment companies to negotiate the rights to put ads into shows it licenses from them. Entertainment companies that license their TV shows and movies sell rights for both ad-free streaming and ad-supported streaming. To get rights for both, Netflix will have to pay about 20% more than it currently does, the people said.
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