What is TV anymore? Advertisers and agencies may delineate video content by channel, but increasingly consumers don’t. It’s now just as likely that people consume video linearly or asynchronously on TV or via an app. In fact, a recent Samsung study reported that streaming surpassed linear, accounting for 63% of total TV viewing time.
The pandemic accelerated streaming, as households tried new services to find cheaper options or more binge-worthy content. In fact, 40% of US broadband households tried at least one OTT service since the pandemic started, and most ultimately subscribed to 1-4 services.
“TV” now equals video. As a result, advertisers plan to shift 21% of 2021 linear budgets to CTV. At the same time, both established players and challengers have heavily invested in streaming platforms, further fragmenting the market.
These trends demand a fresh approach to video planning. We previously wrote about how correct campaign set up and tracking tools can help drive video ROI, but it’s also worth discussing some important pillars to a successful approach to video:
Approach video in a channel-agnostic way
There are many ways to buy and patterns are changing. Upfronts. Newfronts. Direct Buys. Programmatic. IAB’s 2021 NewFronts will cover “video across every screen”, and many of those video sources now sell inventory digitally.
Consider audience relevance and price / CPM efficiency for each type of “TV”. Data on show viewership and location available for linear TV are valuable, but richer data such as shopping trends and other online behaviors available on OTT (over-the-top) providers like YouTube may provide a richer starting point for testing. If your media plan includes linear TV but not Connected TV, YouTube, Instagram Stories, or other video mediums -- how might a truly agnostic view change your media mix?
Use brand safety practices to reduce brand risk and waste
The ad fraud battle continues on streaming TV. Last year, advertisers lost approximately $14.5 million to the “StreamScam” / “LeoTerra” scheme where 29 million valid US IP addresses were spoofed to gain payment for ads never served, affecting 3,600 streaming apps and 3,400 unique CTV device models. DoubleVerify recently found that the same scam has expanded beyond CTV and into mobile apps, and identified a new CTV attack called “ParrotTerra” which is on track to steal between $30 million and $50 million from advertisers. Their data shows that CTV fraud impressions more than tripled in 2020 versus 2019.
Kepler works with partners like DoubleVerify, Moat, IAS and others to protect clients against both reputation risk and fraud. To avoid schemes that rely on the whole experience being faked, brands and their agencies must carefully monitor impressions bought versus impressions served. Any large discrepancy should be a red flag.
As the lines continue to blur between “TV” and video for consumers, advertisers must assess video not just as a content format, but as a placement strategy.