The 2022 IAB NewFronts gave media buyers a sneak peek at exciting updates from the biggest entertainment platforms–including new opportunities for digital advertisers. Here’s what we heard from some of Kepler’s social media and CTV partners:
Snap continues to position itself as the "positive" social media platform focused on a “closed environment” focused on users’ real friends, rather than a news feed. Discover will remain the central hub for Snap's original content, which will expand to include new content from Simone Biles and other notable presenters.
Snap's Cameo advertising program will expand to feature promoted Snaps from more than 45k personalities. Augmented reality will also remain a central focus with Snap's full service Arcadia agency, which crafts specialized AR experiences for brands. A new 3D asset manager and product catalog integration will enhance Snap's commerce capabilities.
“Snap stressed its positive, curated and brand safe environment and not so subtly positioned itself as the anti-Facebook among social peers,” says Kevin Cahn, head of Kepler’s Video Center of Excellence. “Snap's strong AR focus and ability to create interactive brand experiences deepened the app's positioning as a full funnel marketing platform.”
TikTok is leaning further into building relationships with creators, who have asked for engagements of six months to a year to give them more time to build trust with their audience. While Tiktok is focused on distinguishing itself as a platform, some of the new features they announced feel similar to Twitter, including a plan to use popular hashtags to create community demographics for ad targeting. The platform is also creating a "Pulse" ad that will allow advertisers to reserve the top 4% of culturally relevant content that day.
Twitter is planning to expand their sports partnerships (NBCU & iSpot, NBA/NFL/WNBA & F1) in preparation for a big World Cup winter. The platform is also leaning into shopping experiences through Amplify content, which will include red carpet highlights, a partnership with Conde Nast and live shopping experiences.
“Platforms are creating more streamlined shopping experiences to court ecommerce advertisers, and are continuing to embrace and build products around high-impact, short-form video content,” according to Jourdan Gariepy, Associate Vice President of Optimization and Innovation at Kepler. “Content creators, publishers and other users are at the center of these videos as new products are taking an interactive, conversational approach.”
The growing streamer now boasts 28 million monthly active accounts and will likely continue to grow due to an improved UI, exclusive rights to Universal films, and next-day episodes from NBC, Bravo and Telemundo, along with a strong live sports lineup. Peacock’s new interactive ad formats, Frame Ads and In-Scene Ads, will give advertisers more options for commerce ads and dynamic activation, while new investment models like Peacock Premiere and the Peacock AX audience management platform will allow marketers to tailor their campaigns to high-impact moments or reach objectives.
Peacock also announced a new self-serve Peacock Ad Manager which Cahn calls “a bold and risky play given the crowded field of video DSPs.” How can Peacock make the heavy lift of onboarding a new platform worth it for marketers? Cahn suggests that strong synergy with NECUnified, NBC Universal’s first-party identity platform, could attract large brands to the platform.
Vizio is formally rolling out Vizio Analytics, a cross-channel offering with attribution capabilities that will be able to support a wide range of business outcomes, which will make the offering especially appealing to full-funnel marketers. Vizio is also launching a new Jump View ad format, which will allow users to transition from linear to streaming viewership via an interactive overlay.
The leading global TV manufacturer is also focused on cross-platform measurement. Samung’s newly-launched Total Media Solution will entice advertisers who want to manage premium video holistically, but it is rivaled by other demand side platforms. The brand is also looking to boost usage of Samsung TV Plus with the addition of four new FAST channels that will focus on home, cooking and auto content.
“Peacock, Vizio and Samsung highlighted innovative and interactive ad formats with an emphasis on commerce and dynamic insertion,” according to Jacob Weithhorn, Associate Director of Video Investment & Strategy at Kepler. “These additional interactive CTV options will drive stronger engagement and contextual relevance, while also providing a preferable user experience.”
The Roku Channel is now among the top five streaming apps on Roku devices and the company is clearly focused on expanding their slate of original programming in four verticals: drama, comedy, lifestyle, and reality and competition. Roku expects programming that features high-profile talent, like Kevin Hart’s Die Harter, will fuel even more channel growth and hopes the channel’s free experience will overcome subscription fatigue among U.S. consumers.
The Roku Brand Studio will focus on executing deep brand integrations for Roku’s Upfront partners with a growing assortment of sponsorship options and custom content integrations. These advertisers will be able to test a range of custom ad formats, including Own the Journey (home screen takeovers & screensaver), Own the Show (1A positions and 100% share of voice) and Pause Ads.
In product news, Roku’s OneView roadmap will now offer three compelling new ad solutions: Dynamic Linear Ads, shoppable ad overlays, and the Roku Advertising Watermark. Performance marketers will be especially interested in OneView’s new measurement capabilities, which include the Roku Data Clean Room, expanded marketing mix modeling partnerships, and a Microsoft search attribution product.
“Roku hammered home the value proposition of its free, ad-supported offering and the scale it provides,” Cahn says. “Roku’s presentation leaned heavily on talent appearances, but new measurement partnerships spanning MMM and search attribution will have the biggest enduring impact.”
In 2022, there will be more options than ever for brands looking to launch or expand CTV and social marketing campaigns.