New York, USA – Media measurement and analytics company Comscore and adtech Tremor International have announced a partnership to deliver expanded programmatic CTV audience engagement, which will enable advertisers to reach relevant audiences and publishers to maximise yield on their digital advertising inventory.
Through the partnership, Comscore’s next generation cookie-free ‘Predictive Audiences’ are now available for activation across Tremor International’s end-to-end platform, which encompasses the Tremor Video DSP and the Unruly SSP.
Both clients of Comscore and Tremor International will be able to leverage cookie-free pre-bid audience targeting across desktop, mobile and CTV. Advertisers within the platform will be able to reach granular behavioural audiences based on video-level contextual signals, particularly within CTV environments.
“As the leading solution in-market for creating a crosswalk between deterministic audience behaviours and privacy-forward contextual signals, Comscore’s Predictive Audiences drive next-level campaign performance for advertisers on Tremor International’s platform,” Tremor International said in a press statement.
Lee Blickstein, vice president for activation solutions at Comscore, said, “We are excited to partner with Tremor International to advance the CTV industry with more effective programmatic advertising. Traditionally, advertisers had to choose between high performing audience targeting tactics and future-proof solutions. Now with Tremor International, we are breaking down this barrier and taking a big step forward in what advertisers can expect from their CTV campaign performance.”
Meanwhile, Jessica La Rosa, VP of partnerships and data operations at Tremor International, commented, “As marketers introduce CTV into their mix, Tremor International is thinking about how we can introduce strong solutions at the outset, so our buyers can build and learn from compelling, relevant ad campaigns for the long-term.”
She added, “We are excited to partner with Comscore on this offering, as it provides a contextual-based solution to the standard third-party audience targeting, which is today powered by cookie IDs and MAIDs. Advertisers get the advantages of the same type of precise and granular audience reach, in a solution that works globally, and in a privacy-compliant manner, across all platforms, especially CTV.”
Our lives have transitioned online, powering a digital revolution. Connected TV (CTV) and over-the-top (OTT) has overtaken the linear TV experience, moving past video-on-demand (VOD) to everyday programming, movies, live streams, and so much more. An Integral Ad Science (IAS) study found that CTV has become mainstream in key APAC markets; 7 in 10 consumers in Indonesia have access to a CTV device, and a whopping 92% of consumers increased their consumption of streaming content during COVID-19.
Meanwhile, nearly 9 in 10 people stream content on CTV devices in Australia, and the story is similar in other markets. SpotX research earlier this year found that 68.5% of consumers regularly watch OTT in APAC, predominantly through mobile devices. In more developed markets like Japan, Singapore, and Australia, CTV is also gaining popularity.
Most viewers seek free or low-cost, ad-supported video-on-demand services as they feel the increased strain on their wallets. According to the IAS report, 84% of OTT viewers in Indonesia are willing to see ads in exchange for free streaming content over a paid ad-free service.
Programmatic opportunity in OTT and CTV
Traditionally, TV and OTT ad buys happened separately; however, advertisers increasingly consider them together, indicating an increasing trend of all TV transactions digitally. The efficiencies of programmatic buying and the opportunities to apply data to reach specific audience segments are huge benefits, accelerating the shift of traditional TV budgets to digital channels, especially when it comes to CTV and OTT inventory.
According to eMarketer, CTV programmatic video ad spend in the US is expected to exceed $6.73b in 2021 — accounting for 58.9% of US CTV video ad spend. The majority will be a private marketplace (PMP) and programmatic guaranteed deals, with rates often negotiated upfront. In APAC, many publishers predict more robust growth in CTV spending than their US peers, with a 34% rise in ad spend over the next 12 months compared with 20% for the US. The industry is working on advances in technology to allow a greater degree of addressability in CTV and more sophisticated decisioning for programmatic guaranteed buys across all video channels.
As programmatic OTT opportunities grow, streaming content creators and services will look to optimise yield while preserving a TV-like viewer experience. Programmatic technology is evolving to meet these complex needs of advertisers and publishers, and OTT header bidding has emerged as a powerful solution.
Safeguarding CTV inventory
Video content presents an immense opportunity for publishers and advertisers to maximise reach and revenue. However, with the proliferation of SSPs in the market, publishers can find it challenging to manage multiple integrations and optimise yield.
The demand for CTV advertising is growing exponentially, fueled by increased targeting options, measurement, and transparency as part of programmatic buying. This will continue to open doors for advertisers to reach expansive audiences more efficiently and engagingly. Yet, CTV measurement is still evolving. Partnering with a trusted digital media quality provider can greatly help brands and publishers navigate this changing landscape. This will enhance advertisers’ confidence in OTT and CTV advertising while increasing opportunities for publishers.
Measurement will fuel the future of CTV advertising
During the pandemic, Connected TV (CTV) became the go-to video source for millions of homebound viewers. eMarketer estimates that advertisers will invest over USD$14.4b (£10.8bn) into CTV this year, growing to surpass USD$24.7bn (£18.5bn) by 2024. According to IAS’ Streaming Wars CTV study, CTV has become mainstream in Indonesia and Australia, with the majority of consumers having access to it and a whopping majority of respondents preferring the AVOD model and willing to see ads in exchange for free streaming video. CTV also remained the most viewable format overall, reaching 93.2% in H1 2021 according to our media quality report.
CTV, while still nascent in the region, offers a great advantage for marketers, combining the scale and attention achieved via traditional TV with the precision of digital. Across APAC, CTV viewers are watching for longer periods of time and choosing longer videos. Viewers are also watching a variety of content – from sports and travel to cooking and more.
We expect CTV consumption to grow in 2022 with the discoverability of content on CTV becoming a key focus. AVOD models have increased as video consumption increases, underpinned by the rapid growth of CTV the control and scale provided by programmatic will become even more essential. With the programmatic technology evolving, programmatic will not only facilitate investment into quality impressions but also drive value beyond verification with privacy-compliant, contextual avoidance, and targeting combined with enriched channel-level insights.
This article was written by Laura Quigley, SVP for APAC at IAS.
The article is published as part of MARKETECH APAC’s thought leadership series What’s NEXT.This features marketing leaders sharing their marketing insights and predictions for the upcoming year. The series aims to equip marketers with actionable insights to future-ready their marketing strategies.
If you are a marketing leader and have insights that you’d like to share with regards to the upcoming trends and practices in marketing, please reach out to [email protected] for an opportunity to have your thought-leadership published on the platform.
Singapore – DoubleVerify (DV), the digital media measurement, data, and analytics platform, has launched its ‘Fully On-Screen Targeting Solution’, which enables Connected TV (CTV) advertisers to target inventory from sources that have received DV’s Fully On-Screen Certification.
In 2020, DV launched its Fully On-Screen certification offering, an MRC-accredited post-bid measurement solution. As part of its offering, DV tests and evaluates leading CTV devices and apps to ensure ads are only displayed 100% on-screen and when the TV screen is turned on.
Through the new targeting solution, DV complements its post-bid measurement capabilities with pre-bid targeting, empowering programmatic advertisers to address CTV viewability challenges across the media transaction. This solution is available on Amobee, MediaMath, and Xandr, with more media-buying platform integrations forthcoming.
DV said that advertisers continue to shift budgets to CTV, and the need to understand performance and measurability is increasingly important. However, viewability – a measure of whether or not an ad had a chance to be seen by a user – has generally been assumed by CTV advertisers.
In a recent test, DV has discovered that one in four top environments continued to play programming content – including recording ad impressions – after the television was turned off. DV has named this issue ‘TV Off’ – when the TV screen itself is in fact turned off but a CTV device or app remains on.
Jack Smith, DoubleVerify’s chief product officer, shared that CTV commands some of the highest CPMs in digital advertising, which means brands expect that their ads deliver to engaged audiences while the TV set is on.
“DV’s first-to-market solution to target fully on-screen impressions will help CTV advertisers maximise their media investments and drive real business outcomes,” said Smith.
London, United Kingdom – Smartly.io, a global social advertising software-as-a-service (SaaS) platform, has announced the acquisition of creative optimization platform Ad-Lib.io. Said acquisition advances Smartly.io’s cross-channel reach from social to now include dynamic creative optimization across programmatic, CTV and the entire Google ecosystem.
In addition, Smartly.io’s SaaS solution for social advertising will now be augmented by Ad-Lib.io’s enterprise suite of creative tools for YouTube, DV360 and Google Ads campaigns. The industry is seeing a growing demand for solutions that bring creative and media closer together across all channels.
Kristo Ovaska, CEO and co-founder at Smartly.io, said that the past two years have proven that creative technology has become the most important lever for driving digital advertising performance.
“Ad-Lib.io is a clear leader in the creative space by innovating on the mission-critical dimensions of workflow, automation, brand governance, personalization and insight. Their knowledge of the Google stack is unmatched in the industry and combining that with Smartly.io’s deep understanding of Facebook and the social stack across creative, media and data allows us to now serve customers across all major digital channels,” Kristo said.
Meanwhile, Oli Marlow-Thomas, founder and president at Ad-Lib.io, commented, “Smartly.io is the preeminent leader in delivering creative and media effectiveness for social. With brand marketers and agencies increasingly uniting their social and programmatic teams into integrated digital creative and media investment teams, this is a natural next step for both companies.”
In addition, Adit Abhyankar, CEO at Ad-Lib.io, added, “These teams are currently using multiple technologies or software partners, but going forward they won’t have to. The Smartly.io and Ad-Lib.io solution will provide the connective tissue to maximize creative effectiveness, media buying and creative intelligence.”
Smartly.io has its Asia-Pacific headquarters located in Singapore, while Ad-Lib.io has a presence in Hong Kong.
After over a year of enduring lockdowns and restrictions, there is no stopping the e-commerce wave. Driven by boredom and necessity, shoppers continue to flock to online shopping platforms in droves as evidenced by record-breaking numbers across the board on e-commerce platforms. According to Facebook and Bain & Company, about 70 million more people have turned into avid online shoppers in Southeast Asia since the start of the pandemic.
This boom in online shopping is a tremendous opportunity for brands to seek and deepen audience engagement through digital channels. With the year-end shopping and holiday season approaching, this is a critical period for brands looking to cap off the year with a bang.
In today’s digital age, where audience attention spans are shorter, simply trying to stand out among the competition is no longer enough due to the sheer amount of content dispensed on every page and with every click. Online consumerism is no longer merely about purchasing products, but also the customer journey and experience. One way to embrace this period of disruption and retain consumer attention is through harnessing the capabilities of video and creative for genuine audience-brand connection.
It is also no surprise that video consumption has grown amid the pandemic, especially in mobile-first Southeast Asia and Asia Pacific regions. Results from a 2020 study conducted by Media Partners Asia revealed that mobile video streaming increased by 60% across Indonesia, Malaysia, the Philippines, and Singapore, with social media videos being one of the top channels for the discovery of new products.
The rise of Connected TV
Standing out amid the rise in video consumption, Connected TV (CTV) continues to grow and dominate viewing habits worldwide, with 42% more attention going to CTV since lockdowns began. Compared to the United States, Europe, the Middle East and Africa, CTV ad spend in Asia Pacific is forecasted to have the fastest growth by a Forrester study, contributed by new CTV channels and devices entering the market.
The growth of CTV presents plenty of avenues that advertisers can leverage; its scalable and premium qualities, along with unskippable content, provide prime advertising real estate. As CTV viewership increases, brands should utilize this opportunity to adopt an audience-first strategy through tailor-made, data-driven, and relatable content relevant to their target audiences. As a massive canvas on which multiple formats can be experimented, CTV provides the perfect opportunity for storytelling and engagement within high-quality environments. This could come in the form of branded frames to reinforce product visuals, dynamic overlays to supercharge the viewing experience, and even opportunities for the audience to customize their own products on-screen.
Television and on-demand viewing platforms are often referred to as ‘lean-back’ media due to the audience experience of being relaxed and served content without being fully engaged. Hence, to capture attention, transfer the experience from TV to mobile device, and encourage further interaction, consider supporting CTV ads with a seamless purchasing experience across multiple screens. A great example would be a click-out feature, where consumers can scan a QR code for products to be instantly added to their shopping carts – seamless, quick, and fuss-free.
Genuine emotional engagement
People forget what you say, but they will not forget how you made them feel. Emotion has always been a powerful tool in engaging and creating valuable connections with consumers. Video is one of the best mediums to evoke emotion and drive emotional engagement, and subtly help audiences respond more strongly and favorably to a brand. This helps to enable brand recall in peak moments and influence post-viewing behaviors, including brand perception and decision making.
Advertisers can better equip their ads for memory by leveraging a mental short-cut known as the peak-end rule – affecting how users remember the past through selected snapshots of memories that shape their perception and feeling about an event. To take advantage of this, place important takeaways at intense positive or negative moments, also known as its ‘peaks’, as well as the final moments of an experience.
It is also important to select the right mix of emotions to be evoked in ad campaigns, as the right emotional mix can have a huge impact on brand building and sales uplift: the right visuals, copy, sounds, and placements can all stir feeling and impact. Playing around the full spectrum of emotions – from positive to negative – can create that much-needed spark.
When it comes to season shopping, no other holiday evokes stronger emotions than Christmas, and the pandemic seems to have further amplified those feelings. Based on a study by video ad platform Unruly, amid the pandemic, 2020’s Christmas ads were found to be 51% more emotive than the global average, and even increased the average purchase consideration score by 41%.
In the Philippines, the same study found that Christmas ads evoked 14% more intense emotions than the average ad, and the top positive emotions associated with Christmas ads were happiness, inspiration, and warmth. Similarly, in Australia, a study of 2020 Christmas ads saw a 36% increase in intense emotions than the average ad.
Ultimately, creative should continue to be aligned with specific media goals, as well as its audiences, screens, and placement types. Capture audiences’ attention by telling engaging, relevant stories across all screens.
Brands can also capture viewers’ attention with short-form videos, where shorter ads can deliver higher dwell time, completion rate, and brand recall.
Interaction is key
Interactive video ads provide unique and engaging experiences for audiences, allowing them to live through your brand’s narrative and driving immediate action. Standalone interactive elements, or a combination of elements, can take the viewing experience to greater heights.
A common example today is the use of QR codes; their popularity has been further driven by the pandemic as viewers may take action almost instantly. Particularly useful in CTV, QR codes are an efficient way of getting viewers to continue the consumer journey on their mobile devices – including downloading an app, adding an item to an online cart, or even redeeming a gift.
Other elements that help push users down the conversion funnel include countdown clocks, which heighten the sense of urgency and excitement for promotions and product releases, and shoppable videos, which provide an instant path to purchase.
As CTV and video continue their rise as one of today’s most important marketing channels, it is time for brands to start riding on the wave of video and creative to unlock growth. With the close of 2021, it’s now time to harness the host of possibilities that CTV and video bring, to engage with audiences uniquely and personally for the most unforgettable shopping moments.
This article is written by Greg Fournier, senior vice president of global strategy at video advertising platform Unruly.
Singapore – Global video and CTV programmatic advertising platform, Unruly, has launched its new content-level targeting solution that standardizes attributes across genre and rating segments, enabling scaled buying on premium video content, as spend moves from linear to digital. The new solution will serve publishers who are increasingly looking to meet buyers’ needs for contextual targeting opportunities.
At launch, 26 segments will be supported based on content attributes, such as content genre and rating. With this, Unruly’s proprietary methodology will be evaluating the direct publisher partner data and simplifying the content-level attributes into scalable deals for buyers.
Moreover, the publishers can leverage Unruly’s Private Marketplace (PMP) platform, CTRL, to package inventory to more effectively meet growing buyer demand for privacy-conscious, publisher first-party targeting solutions across CTV and video. In turn, buyers gain scaled access to deals leveraging TV-like content attributes passed through the bidstream. They can activate through Unruly’s direct DSP integrations and via Tremor Video, the demand side of Tremor International’s end-to-end platform.
Karim Rayes, Tremor International’s chief product officer, shared that interest in OTT ad opportunities grows year-over-year, which leads publishers to meet buyer needs for contextual targeting opportunities on OTT supply but lack the framework to pass this content data in standardized ways.
“Content-level targeting gives publishers control over the segmentation and packaging of their inventory, but it ultimately brings benefits to both sides of Tremor’s end-to-end platform. Standardizing content in this way maximizes publishers’ inventory value, while buyers can broaden CTV campaigns across their desired categories,” said Rayes.
Unruly has also announced its plan to further expand support for content attributes in the coming months to include language and IAB content category, in addition to providing self-service forecasting, reporting, and insights tools in support of these new attributes.
Singapore – Marketing and advertising solutions Rakuten Advertising has expanded its relationship with Xandr’s Global Supply Evangelism Team (GSET), and will also be extending its partnership for the adoption of Xandr’s Monetize SSP.
Through Monetize SSP, premium inventory that sits within Rakuten Advertising’s unified portfolio across connected TV (CTV), digital video, and native will be available in the Xandr marketplace.
Across APAC and LATAM, excluding Brazil, Xandr’s buyers will be offered CTV and video inventory across Rakuten Viki, which offers primetime Asian entertainment, and inventory on its messaging app Rakuten Viber. The portfolio will be promoted globally through GSET and have monetization services and deals set up for buyers in-market on their behalf.
The GSET is a team of programmatic experts at Xandr dedicated to servicing strategic publishers by extending their sales efforts to global markets and promoting a publisher’s programmatic inventory, available via Xandr’s Monetize SSP.
Xandr said GSET has been a unique addition to their offering, where the team provides a three-part service to publishers including in-market sales, monetization services, and marketing services
Ulrik Morell, the VP of Global Supply Evangelism at Xandr, said, “With the advertising ecosystem facing many upcoming challenges, Xandr is proud to be partnered with a major global publisher who is focused on directly benefitting their marketers and agencies.”
Meanwhile, James Collins, SVP of Media at Rakuten Advertising, commented, “We always seek to align our partner opportunities to serve our customers’ best interests. Whilst we have a global network, it has always been important to us to operate through the open internet and ensure transparency with advertisers we work with.”
Xandr has also recently announced the expansion of its video inventory in APAC which includes top OTT platforms Viu, iQIYI, and True Digital.
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.”
Singapore – Global mobile marketing analytics platform Adjust has extended its current connected TV (CTV) and over-the-top (OTT) service offering to include connected TV ad to its mobile measurement tool. The feature gives advertisers a complete view of the user journey from CTV ad view through to mobile app install, providing cross-device insights to help optimize campaigns and drive growth.
The addition of Adjust’s CTV to mobile measurement feature brings attribution data for mobile marketers into one place, enabling them to assess the performance of their marketing campaigns across all channels, including CTV and OTT. By leveraging Adjust’s multi-touch attribution, marketers can see the full impact of CTV advertising on their overall user acquisition strategy, helping prove return of investment (ROI).
The company’s latest feature complements its Connected TV App Measurement solution launched last year. Focused on helping marketers maximize the adoption of their OTT and CTV apps, CTV App Measurement includes integrations for all major CTV platforms including Apple TV, Android TV, Amazon Fire, and Roku.
Gijsbert Pols, lead product strategist at Adjust, said that the company remains committed to helping apps meet their users where they are, empowering them to serve engaging ads that can be confidently measured and attributed.
“As CTV grows, so does its influence as an advertising medium — transforming what’s broadly been thought of as an awareness tool into a key performance channel. It has become essential for marketers and developers to understand CTV’s role in the user journey,” Pols stated.
He added, “Historically, television has been an expensive advertising channel with ROI difficult to prove. However, with holistic CTV measurement, teams with leaner budgets can enter the space and spend efficiently, while also maximizing an innovative new channel.”
California, USA – Programmatic digital advertising company PubMatic has announced that it is now expanding its fraud-free program to omnichannel clients, specifically those handling inventories of connected TV (CTV) and over-the-top media service (OTT).
The program is designed to expand scale and engagement opportunities for buyers and promote the development of the rapidly growing CTV sector, from a limited number of top-tier channels and apps, to a broader range of channels and apps with unique high value audiences.
Furthermore, it is expanded to include a money-back guarantee for demand-side partners if fraud is verified on PubMatic’s platform.
“We see tremendous upside potential in the transition from linear TV to connected TV, but fraud concerns have prevented some buyers from fully benefiting. We are confident in the quality of inventory on the PubMatic platform, and our fraud-free program should give buyers confidence to bid on quality CTV inventory at scale,” said Paulina Klimenko, chief growth officer at PubMatic.
She further says that publishers are creating a wealth of new premium TV content and that they are attempting to remove the major challenges and risks.
“PubMatic is helping DSPs, agencies, and advertisers take advantage of the dramatic increase in opportunities to engage the huge numbers of viewers shifting to CTV,” added Klimenko
With many buyers continuously buying from a small number of CTV publishers due to concerns over quality and fraud, PubMatic’s fraud-free program aims to enable buyers to embrace the full potential of programmatic bidding, where efficiency and control do not need to be traded off against each other.
In addition, PubMatic believes the full potential of programmatic CTV can only be realized when buyers have confidence that their investments will reach real consumers within their intended contextual environments.
“PubMatic employs a rigorous inventory review process for publishers across all platforms and formats (mobile, desktop, digital video and CTV). Leveraging a combination of expert human analysis, proprietary and third-party fraud detection tools, PubMatic vets publishers prior to onboarding and implements pre-bid and post-bid protections to detect and filter out invalid traffic and other nefarious activity, and has historically achieved low fraud levels,” the company said in a press statement.
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