Tag: Connected TV

Singapore – Mindshare, in partnership with Teads, announced the results of its connected TV (CTV) campaign for King Living, Australia’s furniture brand. Aimed to connect with a high-end home retail audience to raise awareness of King Living’s mid-year sales promotions, the campaign achieved significant brand recognition amongst Singapore’s working adults. 

By harnessing the power of CTV and digital video, Mindshare delivered a highly targeted and engaging campaign that resonated with the sophisticated tastes of King Living’s target audience.

In close collaboration with Teads, Mindshare developed a comprehensive strategy that seamlessly integrated CTV and digital video formats, creating a truly immersive and impactful brand experience. By combining deep audience insights with cutting-edge technology, not only did they capture the attention of King Living’s target audience but also elevated the brand’s premium positioning. 

The result is a visually engaging campaign that effectively showcases King Living’s luxurious furniture offerings while delivering exceptional results.

The campaign consistently delivered a substantial number of daily impressions, ranging from 708 to 7,155, reflecting the extensive reach achieved within the target market. It also demonstrated strong video engagement, with significant numbers of video starts and high completion rates across all quartiles.

By leveraging Teads’ advanced CTV solutions and Mindshare’s strategic insights, the campaign effectively showcased King Living’s products in a premium, brand-safe environment, enhancing brand perception and driving consumer engagement.

“The strategic alliance between Mindshare and Teads has not only achieved but surpassed campaign goals, redefining the benchmarks for digital advertising success. This partnership exemplifies the power of combining data-driven insights with innovative technology to deliver exceptional results,” Teads said in a press statement.

They added, “By leveraging Teads’ advanced CTV solutions and Mindshare’s strategic media expertise, King Living has solidified its position as a leading premium furniture brand in Singapore. This campaign serves as a prime example of how Mindshare empowers brands to connect deeply with their target audience and drive tangible business growth.”

Singapore – Nielsen has announced that it is expanding its Connected TV (CTV) measurement of YouTube ads into 11 global markets. These include Australia, Germany, India, Indonesia, Italy, Japan, Mexico, the Philippines, South Korea, Thailand, and the UK.

Through the service expansion, the agreement between Nielsen and Google will integrate the YouTube CTV measurement service, inclusive of co-viewing, into Nielsen ONE Ads to measure audiences in these markets.

‘Nielsen ONE Ads’ is the company’s cross-platform campaign measurement product suite which provides deduplicated audience reach and frequency metrics. The addition of YouTube CTV into Nielsen ONE Ads internationally gives advertisers and agencies a comprehensive view of campaigns across multiple platforms. It also allows buyers to better understand reach, manage frequency and verify the audience of their buys on YouTube with greater comparability than ever before. 

Deirdre Thomas, chief product officer for Nielsen Audience Measurement, said, “The expansion of our measurement of YouTube CTV ads in 11 countries is a major step forward in our Nielsen ONE global roll out. Agencies and advertisers need comprehensive, consistent, deduplicated measurement of audiences globally, and Nielsen is uniquely positioned to provide that.”

She added, “We are proud to partner with Google to enable YouTube CTV measurement within Nielsen ONE. This is another major milestone on our path to deliver true cross-platform measurement.”

Meanwhile, Kate Alessi, managing director for global product solutions at YouTube, commented, “The way people watch video has changed, and advertisers are calling for comprehensive cross-media measurement across screens. This expansion allows advertisers and agencies in 11 additional markets to compare YouTube’s reach across devices with TV, providing a more complete picture of ad spend and the deduplicated audiences they’re reaching.”

Singapore – Global advertising expenditure on connected television (CTV) is expected to hit the $26b this year, and yet there are still no clear indications whether the industry will see a ‘hockey stick’ growth. This is according to the latest data from WARC.

CTV ad investment forecasts this year remain minor in the context of a $526.8b global pureplay internet ad market and the $115.2b Meta is expected to earn in ad revenue. Meanwhile, YouTube’s ad revenue in 2023 is still forecast to be 17.4% greater than the entire CTV ecosystem, with that gap narrowing to 13.2% next year. 

However, CTV media owners are mostly competing for existing TV budgets rather than winning share of spend from digital channels like social, or accessing new budgets such as retail media (it only took retail media 10 years to grow tenfold, and in the same time the size of the CTV ad market only grew three-fold.

WARC notes that the CTV landscape is highly fragmented across tech vendors and content publishers. This poses issues, not least in the ability of brands to measure incremental reach.

For the company, scale is the first consideration. While linear TV can reach tens of millions with a single creative, CTV’s key selling point – i.e. its ability to help brands to target audiences and avoid wastage – risks contradicting that key attribute of mass scale. 

Alex Brownsell, head of content at WARC Media, said, “CTV ad spend is growing, but not as fast as one might expect. Whilst eyeballs are rapidly shifting from broadcast to streaming, this is evolution, not revolution.

He added, “The market is fragmented, and CTV ad investment is mainly being drawn from existing budgets. More work must be done to help CTV to realise its full potential and ensure that media owners are able to attract ad dollars from beyond the current confines of the TV market.”

New York – Tremor International, the data-driven video and Connected TV (CTV) advertising technology, has announced a global partnership with Scope3, the sustainable advertising catalyst, to apply the latter’s carbon emission measurement methodology to its CTV inventory. 

Through Unruly, the SSP in Tremor’s platform, buyers can access Green Media Product (GMP) curated deals – powered by Scope3 data – across premium display, video and now, CTV, to achieve performance goals while mapping and measuring the carbon emissions of their media spend.

GMPs are media products based on Scope3 data, designed to reduce an advertiser’s carbon footprint by providing them with the ability to map and measure the emissions related to their media spend. By moving spend onto GMPs, advertisers can contribute to potential industry-wide systemic change. 

“At Tremor International, we believe in working collaboratively to drive positive change. CTV plays a key role in the future of our business and the industry at large, so it’s critical that we prioritise sustainability as our technology advances to support the convergence of traditional TV and digital advertising,” said Karim Rayes, chief product officer at Tremor International. 

He added, “Together with Scope3, we are taking a thoughtful approach to supporting the reduction of our industry’s carbon footprint while continuing to optimise our clients’ investments across emerging formats.”

Brenda Tuohig, head of strategy and global partnerships at Scope3, also said, “As investment in CTV grows, it’s important that the industry can measure and understand the carbon emissions associated with it. By expanding Scope3’s methodology to include streaming and CTV, we’re another step closer to getting a full picture of the ad industry’s carbon footprint.” 

Tuohig added, “What’s even more exciting is that we can now use that data to take action to reduce emissions and Tremor is a key part of that. Offering CTV-specific GMPs is just the first of multiple ways that Tremor will be using Scope3 data to help drive emissions reduction in programmatic advertising.”

Tremor International has also previously partnered with media measurement and analytics company Comscore to deliver expanded programmatic CTV audience engagement.

Sydney, Australia – Tremor International’s Unruly, the omnichannel advertising platform with a specialisation in Connected TV (CTV) and video, has announced its partnership with TCL FFALCON (TCL), the Internet and AI×IoT service platform, to provide advertisers with the opportunity to deliver impactful and relevant ads to receptive audiences across the United States, Europe, and Asia Pacific.

Following the integration of the Amobee demand-side platform (DSP) into Tremor International’s end-to-end platform, the partnership between TCL FFALCON and Unruly grants advertisers leveraging Amobee direct access to TCL FFALCON’s ad units on premium CTV/OTT inventory in the TCL Channel, which includes popular entertainment, movies on-demand and live channels. 

“Connected TV has become an integral part of the media landscape across APAC, particularly Australia. The rapid adoption of Broadcast Video-on-Demand (BVOD) and FAST channels is providing more opportunities for advertisers to reach fragmented audiences,” said Adam Hunt, vice president, partnerships and business development at Amobee. 

He added, “Amobee and Unruly’s partnership with TCL FFALCON helps bridge this gap, giving advertisers a unique opportunity to capitalise on this growing trend and deliver highly targeted and impactful campaigns that resonate with their audiences, ultimately driving better business outcomes.”

Kenneth Suh, chief strategy officer at Tremor International, also remarked, “As audiences diversify their viewing habits – and, in some ways, become increasingly difficult to reach – we are pleased to be partnering with TCL FFALCON to help advertisers tap into these viewers at scale.”

Suh further added that the partnership will strengthen the company’s capacity to provide clients with advanced targeting and high-impact creative executions on TV.

“TCL FFALCON is committed to delivering innovative TV solutions to our customers, and that’s exactly what this partnership was built to provide,” said Rebecca Wan, overseas business department leader at TCL FFALCON. 

Wan added, “By leveraging Unruly and Amobee’s technology and offerings, we are now able to bring a more personalised TV experience to viewers while also creating new, more powerful opportunities for leading brands and advertisers. It’s a win-win-win.”

Sydney, Australia – Around 94% of Australian users think there are features of the CTV ad experience that make it better than linear TV, according to the latest data from media company Integral Ad Science.

According to the data, Australians prefer the ability to skip ads, fewer ads and shorter ads, which are critical differentiators for connected TV. In addition, people are streaming with CTV, and most are watching at least some ad-supported content with 91% of consumers surveyed saying they stream content on CTV and 97% of CTV users have access to a paid subscription to ad-free platforms.

In addition, YouTube with ads is the top ad-supported content on CTV, with 73% of consumers using their connected TV to watch YouTube with ads. Moreover, 53% of consumers say they will view an ad to completion if it is relevant to the content they are watching.

Jessica Miles, country manager for ANZ at IAS, said, “Australian consumers have been quick to embrace CTV and streaming platforms as the future of television. They have high expectations for ad relevance in these new digital environments. The SVOD (subscription streaming) market in Australia is at saturation point, and publishers are pivoting to offer AVOD (advertiser supported streaming) to maintain profitability and retain audiences.”

She added, “The demand from buyers for AVOD on CTV is also growing exponentially, fueled by increasing targeting options, increased measurement, and CTV’s ability to be bought programmatically. Combining transparency and programmatic efficiency will allow advertisers to reach wide audiences more efficiently and engagingly.”

Sydney, Australia – Digital media measurement, data and analytics platform DoubleVerify has announced its partnership with major connected TV providers in ANZ to offer quality measurement of their CTV advertising inventory.

CTV providers Foxtel, Television New Zealand and several other major broadcasters can now provide advertisers with access to DoubleVerify’s suite of quality measurement solutions, improving transparency and accountability of their client’s CTV investments.

DoubleVerify’s offering to these CTV providers revolve their own verification script DV Video OmniTag, which enables advertisers to measure and report on fraud, brand suitability and metrics such as ‘fully on screen’ and ‘quartile completion’ within the CTV environment. These are key metrics advertisers look for when gauging the efficacy of their media campaigns.

In short, the technology enables broadcasters to provide advertisers with an authenticated, high quality CTV environment for streaming media ad buys.

Imran Masood, country manager for ANZ at DoubleVerify, said that they aim to provide accurate real-time measurement for advertisers and media owners and create a trusted marketplace for advertisers to invest, adding that they can now look at the real impact that an ad is having and enable advertisers to get true insight into brand advertising on CTV platforms.

“Our mission is to provide the best ad analytics and digital media measurement in the market, whether it be CTV, desktop, social, mobile app, and video, and the acceptance of DV Video OmniTag with leading TV networks in Australia and New Zealand is part of that plan,” Masood stated.

Meanwhile, Chris Oxley, national head of digital sales at Foxtel Media said, “We have worked closely with DoubleVerify to deploy the DV Video Omnitag on the Foxtel platform because we believe that advertisers want to access high-quality CTV ad inventory. CTV is booming as audiences continue to move between linear to appointment TV to streaming platforms and the ability to measure media performance in the on-demand streaming world is critical for marketers.”

Mumbai, India – Hindi language channel and video-on-demand provider The Q India has launched on the connected TV platform Amazon Fire TV.

Amazon Fire TV is a smart TV player in India, and the partnership marks a first for The Q India to venture in such streaming type.

The channel, which delivers digital programming from social media stars and leading digital video creators, will be offered free to users on Amazon Fire TV and will be monetized via advertising sales.   

According to The Q India’s data, the market for connected TVs and connected devices in India has continued to expand rapidly with the launch of advanced broadband offerings from entrants like Jio Fibre and Airtel XStream, along with a number of new providers of Fibre-To-The- Home (FTTH). 

Co-founder and CEO of The Q India Curt Marvis said, “We view our launch with Amazon on the Fire TV platform as another forward thinking move to reach our young India audience, wherever they may choose to access The Q India with a brand partner that shares our enthusiasm for spectacular growth in India in the years ahead.”

The Q India is operated by global media company QYOU Media, and has a growing library of over 800 programs.