HBO Max and Discovery Plus will combine to be one platform with a user base of nearly 100 million. Once launched, this service will offer ad-free and ad-lite products, creating an incredible opportunity for advertisers.
Disney Plus to add advertising opportunities in late 2022.
Streaming continues to make headway, now comprising 28.9% of TV usage, with this share of the pie to continue rising.
The future is bright for our industry. This we all know. And despite cookie deprecation and new privacy laws, there’s no doubt that our resilient industry will unquestionably arrive, as it always does, in a better place. A place where consumers – and their privacy – come first.
Today, Google announced a new targeting solution for advertisers as the “death of the cookie” closes in, and the previously-announced plan FLoC (“Federated Learning of Cohorts”) crumbled prior to launch. Named Topics, this new proposal allows advertisers to place ads based on pre-determined topics pulled from a users’ browser activity.
With over 200 streaming services, the streaming market is getting crowded. Over the past year, the average number of streaming services per person has increased from 6.9 to 8.8, doubling since 2016. The increasing number of services is leading to increasingly fragmented audiences, amplifying the challenges advertisers face regarding planning and measuring.
Facebook is pivoting its focus towards young adults in a long-term strategy to adapt to the future, fighting against the significant threat its aging user base poses. This increased effort and shift in strategy is part of Facebook’s plan to combat Snapchat and TikTok’s growing popularity amongst teens and the decline in the number of teens signing up for its platforms.
With privacy changes and the phaseout of internet tracking cookies on the horizon, political advertisers are brainstorming creative ways to target voters. As a result, CTV is predicted to surpass the combined mobile, desktop, and tablet ad spend for the first election.
YouTube viewers are moving more and more toward watching content on CTVs, with over half of YouTube viewers watching on the big screen in 2020. With time spent viewing YouTube on CTVs rivaling the likes of Netflix and other streaming giants, YouTube continues to solidify their position in the streaming world.
The OTT market continues to strengthen, and it isn’t showing any sign of returning to pre-pandemic levels. The industry has grown immensely from January 2020 to now, with the number of OTT households and hours watched increasing as well as the average number of OTT services per household.
As Gavin Newsom beats back a recall attempt, here are our 5 takeaways campaigners can glean from the results. From text messaging to mail balloting, the 2021 recall gives us a preview of what’s to come in 2022.
Ad Supported Streaming Services are aware of their consumers’ ad tolerance and are keeping shorter ad loads to enhance user experience. For Advertisers, this means that premium content inventory is out there, but limited.
Video-based apps, both old and new, are ramping up their user experience in order to compete in the ever-evolving digital video platform war. It is clear that these platforms will continue to mimic one another while remaining unique enough to keep their users engaged and entertained.
Media consumption flourished across the board last year, with even traditional TV seeing a boost. The increase in time spent with digital media is here to stay, while traditional TV consumption, on the other hand, is on the decline.
HBO Max announced earlier this year that an ad supported version of the streaming service would be launching. And, the time has finally arrived. Variety reports that HBO Max’s ad supported subscription will roll out next month.
New research from eMarketer shows that TikTok will surpass Instagram in Gen Z US users by the end of 2021. As Instagram’s user base ages, advertisers will seek out TikTok and other new platforms to reach this key demographic.
Facebook has plans in the works to build a suite of new audio products to better connect audiences with content creators. Facebook CEO, Mark Zuckerberg, views the audio efforts as a medium for creators to monetize their work better.
A recent study by Centro shows that political campaigns are embracing CTV with open arms as advertisers seek ways to reach the growing number of cord cutters.
Univision turns up the heat, joining the ad-supported streaming ecosystem with its launch of PrendeTV, a free-to-consumer, Spanish-language platform that will provide advertisers with the opportunity to tap into a broader group of connected TV consumers.
Spotify is acquiring Betty Labs, a competitor to apps like Clubhouse that host live audio conversations. Betty Labs is responsible for the live sports audio platform Locker Room, which gives users exclusive access to live conversations with sports insiders and fans. Spotify sees this as an opportunity to provide a space for artists and music fans to host live conversations and Q&As, premiere albums, and even perform music.
HBO Max announces a June launch of an ad-supported version, giving advertisers cause to celebrate. This change is increasing advertisers’ hopes and anticipations that other non-ad-supported platforms, like Disney+, will move in this direction too. The changes taking place in the streaming space signal opportunities to reach a more extensive swath of streamers will only continue to grow.
Facebook shared some long awaited news for political advertisers near and far — the end of the temporary political ban that the social platform enforced following the 2020 General Election.
Twitter’s announcement of “Super Follows” creates a unique opportunity for creators to leverage their following to produce income through subscriber-only content. This feature would provide additional revenue for Twitter and its most prolific users.
Tubi is pressing ahead with an increased live news offering covering 24 of the top 25 markets. With the perfect storm of increased streaming users and high-quality news content, advertisers are eager to get their hands on this inventory.
Advertisers can look forward to a dramatic increase in video inventory and programmatic CTV buying when placing ads in 2021, and it’s all thanks to the binge-streaming habits we’ve adopted throughout 2020.
