US media buyers and sellers said digital video, OTT, and connected TV (CTV) will be their highest priorities in 2021, driven by high viewership during the pandemic and innovations in measurement and targeting.
YouTube is the single biggest source of supply in US CTV advertising. The digital video platform’s outsize role in the US CTV space is particularly striking given that advertisers can’t access CTV inventory on YouTube on non-Google platforms (e.g., Roku).
Nielsen will roll out a new ratings system that combines linear TV and digital video audience data, a huge boon for marketers as viewership increasingly shifts to digital.
Google Stadia games can now be streamed directly to YouTube—a win-win for Google, which could see increases in YouTube livestreaming viewership and adoption of Stadia.
Athletic apparel seller Vuori is dipping its toes in a new advertising realm with its first-ever TV commercials—an opportunity to spotlight its high-in-demand product category, as many consumers are gravitating toward activewear amid the pandemic.
eMarketer forecasting analyst Eric Haggstrom and principal analyst at Insider Intelligence Nicole Perrin discuss what an advertising rebound will actually look like next year. They then talk about how to reach ad-free streamers, new podcast measurement guidelines, and whether WarnerMedia just killed the movies.
In a move to strengthen its own advertising business, Vizio is altering contracts with Inscape customers, limiting the use of its TV data for advertising purposes.
The video game industry had its most active two weeks in 2020 in November, spending more than $45 million on advertising in the US to capitalize on the excitement over the Playstation 5 and Xbox Series X launches.
eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch, vice president of content studio Paul Verna, and senior analyst at Insider Intelligence Sara M. Watson discuss how social media might (actually) be regulated, social commerce, the ceiling for Disney+, Snapchat rolling out TikTok competitor "Spotlight," Spotify testing Snapchat-like Stories, Facebook paying UK publishers for news in 2021, why you should never trust a raven, and more.
Amazon is reportedly acquiring podcast producer Wondery, another aggressive push into podcasting after the retailer began streaming podcasts on Amazon Music recently.
The Interactive Advertising Bureau (IAB) released a set of metrics to measure podcast performance, and the increase in measurement and targeting ability could help attract more ad dollars.
Digital Gaming: While spending on digital games over Black Friday weekend was down year over year (YoY), spend was spread out over the year, driven by the pandemic and rise in gaming subscription services.
The Coalition for Innovative Media Measurement (CIMM) has been investigating how TV viewership is measured. CIMM CEO and managing director Jane Clarke joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what the company has learned about using both set-top box and ACR-based measurement, why different attribution providers might show marketers different results, and how close marketers are to speaking the same language about traditional TV and digital video advertising.
Business Insider Intelligence senior research analyst Audrey Schomer, eMarketer senior analyst Ross Benes, forecasting analyst Eric Haggstrom, and vice president of content studio at Insider Intelligence Paul Verna discuss TV: How are sports audiences changing, and how does that affect pay TV? They then talk about T-Mobile's new skinny TV bundle, Roku's Q3 earnings, and live TV streaming prices.
eMarketer principal analysts at Insider Intelligence Jeremy Goldman and Nicole Perrin discuss how the pandemic changed email, what consumers want from it, and how to build a best-in-class campaign. They then talk about Nielsen's new ID graph, measuring digital video ads, and how out-of-home advertising is doing.
Podcasts: As of July this year, 37 new daily news podcasts launched worldwide, and while many of those are pandemic-specific, we think the influx of listeners they’re bringing in could help boost podcast listening in the long term.
A majority of time spent streaming is on ad-free streaming services—but CTV ad spending is still expected to increase, and there are ways for marketers to reach viewers of ad-free platforms.
\NBCUniversal is further diversifying into the beauty world, signing a deal with beauty brand Volition to have NBCU talent create beauty products—capitalizing on the celebrity beauty craze.
eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch, and vice president of content studio at Insider Intelligence Paul Verna discuss the we-used-to-share-things economy, Amazon's new online pharmacy, Twitter keeping some election tactics, the sudden surge in disappearing messages, the share of Facebook content that's political, why movie previews are called "trailers," and more.