The Shot Heard Round The World?
In TDG’s April 2015 report on OTT TV Advertising, we predicted that the artificial division between OTT and linear TV streams of the same broadcast would cease to exist within five years, at least for advertising purposes. Lo and behold, what should we see this week, but that CBS is going to run the same ads on the 2016 Super Bowl regardless of whether you’re watching the game through your set-top box or through your iPad.
Is this revolution already being televised or is CBS just slightly ahead of the game?
The answer is a little of both. CBS is in a great position to set new terms for television advertising, and the Super Bowl is the perfect vehicle to make this happen. It is, after all, the most desirable advertising space available. But advertisers are increasingly concerned that Cord-Never Millennials won’t see their commercials if they only run on linear and not via OTT. Having one’s ads featured on both is a huge plus…especially if CBS does indeed charge a record $4.5-$4.7 million for a thirty-second spot.
Read the rest at TDG Research
Actually I vote for ABC Unified... ABC has been rolling up their Prime Time, ABC.com, Hulu, and TVE Inventory for awhile now. Great idea... but it is more that simply programatic... Advertisers want to follow a show context where ever it goes. I think the big broadcast networks are way ahead of everyone else... because the key is that GRP's don't matter if you can engage in "follow the POD Everywhere!"
Add repetition the the side effects of these immature OTT ad tactics. At times you wonder if the OTT product is deliberately being handicapped with a bad experience to drive viewers to the more profitable linear/VOD broadcast. When digital history tells us that when friction is introduced and you hurt the overall product experience you are driving viewers to piracy and other means.
Product Led Growth | GTM Tech Product Marketing | Expert in FAST & Freemium streaming TV | Sports, News & Entertainment
9 年I'm reading this while watching NBC Sports Live Extra on my Apple TV. So funny - they don't air the ads! And no ad replacement either. So, first, they fear DVR ad-skipping. Then, they're up in arms over ad blocking. Meantime, in their live OTT streams, instead of simply forcing advertisers to take the inventory, they're waiting for advanced live ad replacement systems to mature! Now the only thing they need to do next is simply remove the ad breaks so I can truly see the entire sporting event live without interruption. The Future of TV is awesome! Check out the image here: https://imgur.com/wbAwFra
Private Equity Value Creation
9 年Is OTT ad consumption-tracking likely to reduce the (CPM) costs to advertisers? It would seem that they will have visibility into engagement now.