CTV Roundup

2023 was the year live sports entered the streaming arena in full force, creating a new form of fragmentation in the process.

Nexxen announced an integration with out-of-home ad tech platform Taiv to extend its CTV ad campaigns to TV screens in restaurants and sports bars. Guess what’s old is new again when it comes to marketers using TV as a way to reach as many people as possible.

Recent conversations in the connected TV industry make much ado about performance. But what does it really mean for CTV to be a “performance channel”?

Streamers take Black Friday as an opportunity to slash prices and get more customers to sign up for ad-supported viewing.

Estate Media hopes to hook viewers with content featuring influencers in the real estate industry who have a strong online following but lack the scale or resources to produce profitable content on their own.

ClashTV, an online and mobile livestreaming platform, wants to be a home for high-action, clippable sports such as streetball (a type of basketball played outdoors) and mixed martial arts.

TV programmers have been fighting against macroeconomic constraints and the Hollywood writers’ and actors’ strikes, both of which reduced ad revenue growth over the course of this year. Now, programmers are starting to recover some of their losses.

HP is using The Trade Desk’s UID2 product to improve targeting for CTV buys in a way that passes the privacy sniff test.

TV industry vets convened at the National Association of Broadcasters (NAB) show in New York City last week to discuss the streaming industry’s maturation.

Subscriber retention is trending on Netflix right now. Ads have become a key aspect of Netflix’s strategy to retain users by offering a lower-cost option – and, so far, the approach seems to be working.

The TV industry still can’t agree on the point of panels. They’re a necessary resource for measurement, but there’s no consensus about how to actually build or use them.

Connected TV advertising is maturing. More subscribers are streaming with ads, inventory is growing and prices are normalizing.

The livestreaming platform Caffeine, which launched as a Twitch competitor, pivoted to zero in on live sports and competitions by partnering up with sports leagues.

Linear and streaming TV still seem to be operating on two different wavelengths. Which is why more advertisers are turning to outcomes-based measurement to figure out whether their TV campaigns drive incremental results.

Banning password sharing is No. 1 on Netflix right now, and other streaming services are taking notice. But the strategy is a risky one: It’s very difficult to enforce, and the timing needs to be just right.

Philo is a streaming content aggregator that distributes content from major broadcasters, some of which also happen to be co-owners of the service. But programming distributors don’t always have optimal ad experiences.

Nielsen finalizes its plan to add big data to its measurement currency offering for national TV. Here’s what it means for advertisers.

While it might feel a little late in the game for a brand-new streaming service to hit the ground running – especially as big-name streaming platforms struggle to grow subscriptions and ad revenue – free services have an easier time gaining traction.

Streaming services still need new subscribers, but account growth alone isn’t enough to achieve profitability. Which may explain why they’re struggling to grow accounts and advertising revenue at the same time.

INSP is an example of a TV network that’s more comfortable with linear because it has an older audience. But that doesn’t mean streaming is off the table.

Programmers like free ad-supported TV channels because they’re an onramp to bring more viewers into ad-supported video-on-demand environments.

TV publishers and brands are paying extra careful attention to what their adversaries are up to. And one opportunity to get data about competitors comes with programmatic integrations.

Clean rooms are dominating ad tech conversations, and the rise of connected TV has spurred clean room adoption to new levels because of inventory fragmentation.

Hyundai considers itself to be a challenger brand, so the need to keep raising brand awareness means it can’t afford to completely scrap broad, demo-based linear buys – but it has to strike a balance.

Here’s why YouTube has legal protection from copyright infringement, and what content owners do when they detect reposted content on YouTube using the platform’s recognition tools.

Disney has its hands full bringing Hulu’s ad targeting products onto Disney+. It takes time to migrate less conventional ad formats onto both on-demand and live inventory while keeping the ad load under control.

Connected TV measurement is so messy that I was invited to perform a stand-up comedy set about it at the Cynopsis Measurement and Data conference in New York City.

Netflix is serious about getting rid of account sharing. But the backlash from subscribers might be more than Netflix bargained for.

In honor of National Streaming Day – an informal holiday cooked up by Roku in 2014 that takes place every May 20 – several streaming services celebrated by slashing the price of their subscriptions.

Host-read ads are a staple of podcasting, but they have a different – and compelling – flavor when converted into video form for podcasts that also have a video component.