Home Screen Heroes/TikTok's Sweet Spot

There's No Place Like Home (Screen)

Fragmentation is making it really hard for advertisers to choose which services they advertise on, and even then, they can only hope to reach consumers in a place and time when they are paying attention.?One way around that reality? Hitting consumers when TVs are turning on, eyes are wide open, and there is an uncluttered and well-lit space. That is exactly what TV operating systems are doing to take advantage of their role as gatekeepers that own the first consumer touch. We got our hands on this?free VIZIO Homescreen case study ?about how Ashley Furniture used this to drive foot traffic.?[READ MORE ]

Bigger Is Better on TikTok?

TikTok’s shortest videos are still hot, but?recent Tubular Labs research shows that the optimal video length for growth is in the 61 to 180-second range. In the first half of 2023, those videos saw 13% more views (on average month-over-month), versus just a 4% increase in uploads.?As longer videos stand out more?-- and the pool of new entertainment begins to shrink -- creators could adjust resource allocations on TikTok accordingly.

Baseball Is A Hit For TV

MLB was a heavy hitter for live TV viewership last week, with games capturing 1.17% of all live, linear minutes watched per?Inscape , up from 0.93% the previous week. Meanwhile, Women’s World Cup action continues, with matches garnering a 0.73% viewership share (up from 0.56% previously).?[READ MORE ]

Brands Take A Bite Out Of Shark Week

Discovery’s annual “Shark Week” gave brands a big reach opportunity once again.?Data from iSpot ?shows that this year’s primetime household TV ad impressions for Shark Week grew by 11% year-over-year, with Domino’s leading the way. The pizza brand accounted for 2.6% of those ad impressions, potentially taking advantage of (increasingly) hungry audiences.?[READ MORE ]

Global Success Takes Spotlight For Netflix

While Netflix has found plenty of success with North American originals this year, many of its top 2023 premieres have not been English-language series. Data from?Parrot Analytics ?reveals how shows like Rana Naidu, The Romantics, The Makani: Cooking for the Maiko House premiered to huge audiences – and could be a potential solution for the streaming service if entertainment work stoppages linger through the fall.?[READ MORE ]

Okay, NOW We’re Pivoting To Video

The much-maligned “pivot to video” wasn’t wrong, as much as it was just early. Insider Intelligence’s?Max Willens recently shared a report ?around mobile programmatic ad spend with projections through 2025, revealing that increases are being led primarily by video. That’s a good sign for video publishers, but signals a slowdown for static forms of programmatic advertising.

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