Connected TV Expansion; Beyond Social

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Billions Of Connected TVs

A new study from Strategy Analytics says connected TV adoption is about to take off – even more. TechCrunch reports, “The market is predicted to double in size between now and 2018, reaching the 2 billion mark, with smart TVs carrying embedded platforms as the main segment to watch.” Read more. TV ads will be video ads –and the other way around.

Moore’s Law

Facebook and Twitter are both looking to grow mobile and video ad revenue beyond their own properties, says a new article on Digiday. For Facebook, the signal was last week’s LiveRail acquisition. For Twitter, it was the purchase of four ad tech companies since the start of 2014 (Gnip, Namo Media, SnappyTV and TapCommerce). Xaxis chairman David Moore says the danger is in partnering with the competition. “If I was a publisher, I would always be wary of someone that has its own inventory and is offering to sell mine,” Moore says. Read more.

Nearing The Full Nielsen

The Hollywood Reporter covers Nielsen’s tablet and mobile ratings service coming this fall. Apparently, the new measurement platforms will only measure linear ads (like TV), ignoring dynamic ads (you know, targeted like digital!). Nielsen exec Cheryl Idell confirmed the news at a Television Critics Association panel, where she also made a point of mentioning that traditional live TV was not waning. When asked by one reporter if Nielsen would launch similar measurement platforms for streamers, Idell said, “We’re not in business with Netflix yet, but we would love to be…” Read more.

Trifurcation

The IAB’s head of brand initiatives, Peter Minnium, describes the future of ad formats in a think piece on Marketing Land. He writes, “The future is likely to see a trifurcation of ad types which loosely align with strategic intent: concept ads, content ads, and commerce ads. Next Generation ad standards must enable each of these very different forms to thrive.” See the charts.

Showrooming Is Your Friend

A new study challenges the conception that mobile use is threatening in-store consumerism. According to a new study by G/O Digital, a marketing firm in the Gannett family, a majority of shoppers value in-store coupons over the convenience of ecommerce. Interestingly, iBeacons may be key to in-store success: “The end goal should be to create a seamless, customer-focused shopping experience – from the second screen to physical stores – that is as easy-to-use, intuitive, and engaging as possible.” Read on at VentureBeat. And new data from HookLogic on “Shop Around Sallys” is here.

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The Trade Desk Gets A Downgrade; WBD Shakes Hands With Nielsen

Scarcely In Control

In this week’s Drift column, Doug Weaver predicts a virtual renaissance in the TV/video ecosystem based on a handful of considerations. TV is not one business, he suggests, but several, and each division’s approach to digital differs. Weaver opines, “I’ve always thought that what truly separated ‘TV’ and ‘digital’ was the portion of supply that could be controlled. So far, broadcasters and agencies have done a good job of using scarcity and control to keep a profitable model thriving.” Read on.

Now Opening

US-based programmatic media-specialist firm Accordant is launching operations in the UK, with a new office to open in London later this month. Accordant staffers Michael Baumgaertner and James Dempsey will oversee the London opening. Read the release. CEO Art Muldoon and COO Matt Greitzer also weigh in on a variety of trading desk topics in the WSJ’s CMO Today (subscription).

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