Connected TV Marketing Association @CTVMA

STREAM ON 24 Join us for an unforgettable evening of celebration and recognition at The Stream On Awards 2024 – the premier event honouring excellence in connected TV advertising and streaming entertainment. Set against the breathtaking backdrop of Barangaroo Sydney, this prestigious awards ceremony will bring together industry leaders, creative innovators, and forward-thinking professionals from across the globe.   Event Details: Date: November 2024 Location: Barangaroo Sydney Audience: Streaming entertainment and creative ad professionals across ad tech, gaming,programmatic, smart TV, OEM, live-streaming performing arts, operating systems, writers, directors, engineers, broadcasters, telcos, media, producers, publishers, studios, and streamers.  Categories for Company Nominations: - Best Original Content Series  - Best Sports Streaming Platform  - Best Performing Ad Tech Platform  - Outstanding Streaming TV Platform - Best Performance Cloud Video Game  - Best Live Streaming Performin

  AD FORUM 24 The Connected TV Advertising Forum 2024 brings together the world's leading CTV marketers, innovators, and ad professionals. Set against the stunning backdrop of Barangaroo Sydney, this event promises to be a game-changer for the connected TV advertising ecosystem.  The Event Our forum offers invaluable insights, networking opportunities, and actionable strategies for companies to navigate the ever-evolving global landscape of connected TV advertising.  Key Details: Date Schedule: November 2024  Location: Barangaroo, Sydney Australia Format: In person and live streamed Brand Marketing, B2B Cloud professionals in Ad Tech, Programmatic, OEM Hardware, Operating Systems, Broadcasters, Telcos, Media Buyers, Publishers, Studios, and Streamers with 35 Asia-Pacific Guest Speakers, 3 International VIPs. Attendees: 650 attendees in person, with live streaming to a global B2B professional audience estimated at 11,500 online registrations across the UK, Australia, As

                                                                                                 Group Brands Connected TV (CTV) advertising categories can vary depending on factors such as audience demographics, consumer behavior, and industry trends. However, several categories tend to be consistently popular among brands due to their broad appeal and effectiveness in reaching target audiences.  Here are some of the most popular connected TV advertising categories by brand:  Consumer Goods and Retail Brands in the consumer goods and retail sector, including food and beverage, household products, apparel, and electronics, often invest heavily in CTV advertising to showcase their products and drive sales. These brands leverage CTV to reach consumers at home while they are actively engaged in content consumption, making it an ideal platform for promoting new products, special offers, and seasonal promotions.  Automotive   Automotive brands use CTV advertising to raise awareness, generat

                                                                                             Cannes Lion Creatives Last year, more Cannes Lions Awards entries than ever used AI. Some 7.3% of all 2023 entries mentioned AI in their synopses compared with 3.7% in 2022. Lion-winning work showed how AI can enable human connection. For instance, Creative Commerce Lions Grand Prix winner, HungerStation’s ‘The Subconscious Order’, by Wunderman Thompson, Riyadh, used creative AI in a delivery app. CTV Ad Operations By delivering hyper-relevant ads to each viewer that speak to their needs in the moment, contextual CTV ad campaigns empower marketers to capture far greater engagement and ROI, and—most importantly—to connect brands with customers on a more meaningful level.  Generative AI is able to dynamically produce unlimited variations of an original ad campaign, and to generate new content instantly based on real-time factors. Agency Client Creative Marketers leveraging generative AI and conte

                                                                                 Connected TV Apps-based Viewing Global ad spend is on course pass $1 trillion ($788.6 billion) for the first time in 2024, following the growth of 4.4 per cent this year and a further 8.2 per cent in 2024. R etail media and connected TV (CTV) a fifth of all spend, will drive growth into 2024 – are poised to see significant investment from brands over the coming 18 months. With t he rise of CTV, we are seeing once again the value advertisers place in leveraging first party data to target the right message to the right person at the right time. Audience Adoption This transition toward CTV points to a broader shift in consumer behavior, as traditional TV consumption patterns are disrupted by the rise of on-demand content and streaming services.  The value chain of smart TV home screen app prominence is likely to result in the popularity order ranking based on usage as global app-based TV viewing surpasses set

Privacy Protection of Smart TV Home Screens The Australian Government has committed to legislating a prominence framework which will determine how TV applications and/or content will appear on Australian TVs and what content appears first in search.  Since our submission to the federal government, Foxtel commissioned research by YouGov to examine what Australians thought about this issue. The overwhelming view of Australian consumers is they want to be in control of the TVs they own and spend thousands of dollars on annually.    The research showed: When given the choice, 94% of Australians said they don’t want the government controlling the order and layout of the apps on their TV. 73% of Australians want the ability to customise the order and layout of the apps on their CTV themselves, followed by (21%) Australians who want manufacturers and service providers to do that for them.  80% of Australians believe the choice on what they watch should be their own. 1 in 2 Australians (50%

                                                                                          Streaming TV Apps The growth of connected TV app stores is increasing the growth of free ad-supported streaming television (FAST) channels. While the growth of CTV platform app stores will remain constant, the number of FAST channel apps will outnumber CTV device stores. By 2028, the number of FAST channel apps on CTV will exceed the number of mobile apps on smart phone devices on Android and iOS by 8.93 million. FAST App Stores The trend towards in-app advertiser funded programming, shoppable retail media commerce, gaming and DIY channels on CTV means more B2B transactions will occur in unlimited FAST channel apps in the future, rather than on predicted market regulated app stores on home screens.   Home Screens The new report into CTV app store prominence of FAST TV channels on platform devices such as Samsung, Google, LG, Apple, Amazon and Roku being investigated by regulators, is likely to res

                                                                                                   Ad Podding OpenRTB 2.6 Since our adoption of OpenRTB 2.6 updates we explore what these mean for providers on both the buy and sell sides of CTV, to help improve how connected TV inventory is transacted will be instrumental in scaling CTVs bright future.  When planning your next CTV campaign, it's worth asking your partners whether their publishers have plans to implement these changes. Early Adoption Bringing elements of traditional TV to programmatic media buying and selling, ad pods bridge the gap between disparate viewing environments and help to deliver optimal ad experiences for CTV viewers. The consensus is to keep loads to a minimum for higher premiums on attention with averages of 5 minutes per hour against a linear threshold of 7 minutes rates vary. Dynamic Ad Pods Dynamic Pod bidding signals are an important feature of the oRTB 2.6 spec that allow key information about the p

                                                                                       Video Calling Market The home video conferencing market is expected to grow at a CAGR of 15.5% from 2023 to 2028 to reach $44.4 billion by 2028. The return to work productivity cycle in the home combined with entertainment streaming, includes the entry of home calling service apps from Google, Apple, Meta, WhatsApp, Zoom, Spotify, TikTok, Amazon, Microsoft, X Corp on almost every CTV manufacturer, including Samsung, Sony, Phillips, Toshiba and TCL. The trend is set to continue with the offering of other non-TV features, including video games, music, shopping, fitness, telehealth mirroring and casting, according to new Hub Research. One of the biggest uses with streaming of music and audience service -- which 49% of respondents now say they use smart TV sets for. This is up from 27% three years ago. The second-biggest non-TV use, at 38%, is mirroring or casting another screen from a mobile or computer

        X Live Streaming Live streaming video on connected TV is forecast to grow CAGR 29.30% in 2023 and is projected to reach $559.62B by 2032. The market for live video streaming is expected to grow due to an increase in demand for video on demand (VoD) services, as consumers spend more time in live media and entertainment spaces.  In addition, the increasing population and preference for online streaming platforms are expected to boost the market in the coming years. The rise of over-the-top (OTT) streaming platforms has resulted in a significant demand for live video streaming content.  Moreover, the launch of new OTT platforms by major broadcasting networks is also expected to contribute to market growth. Furthermore, the ability to stream live content on mobile devices through these platforms is likely to further fuel market growth. The vertical segment encompasses news, current affairs, education/e-learning, healthcare, government, sports/e-sports, gaming, enterprise and corpor

    Screen Mirroring Market The Screen Mirroring Apps Market size is projected to reach US$386 million by 2029, with online video conferencing and collaborative social news media investments in screen mirroring and development are forecast to grow by 66% CAGR from 2023-2030.  The research shows the number apps being mirrored in the living room from smartphone devices is increasing the number of apps being published on CTV channel stores.  Gen Z Audiences The largest segment of the study examines the change in shifting audience behaviour of Gen Z viewing since COVID-19 on smart TV platforms to source their news, lifestyle and information directly from influencers on social networks like Tik Tok, Instagram and Twitter, prefering to cast apps from their smartphone, laptop computer or tablet device to their connected TV.  App Publishers Screen mirroring has been available to consumers for some time, however if every mobile device in the room supports screen mirroring to the home screen

Cannes in Cairns Generative AI video advertising on connected TV is forecast to reach $130 billion by 2028. The review of AI in ad agencies shows increased performance in client creative services, media planning and buying. At last week's Cannes in Cairns conference, Sir Martin Sorrell chair of S4 Capital and founder of WPP keynoted AI and CTV at the top of his agenda.    The race among the top ad agencies to embrace AI has escalated again with the announcement that WPP has joined forces with chipmaker Nvidia, in a partnership designed to create ads using generative AI.  WPP said the platform allows the creation of ad campaigns “more efficiently and at scale,” with large volumes of advertising content becoming “more tailored and immersive.” The advertising giant added that using AI enables its teams to create campaigns in minutes, where they would previously have taken weeks.  “Generative AI is changing the world of marketing at incredible speed,” said WPP CEO Mark Read. “This new

Unified Audience Measurement (UAM) Currency  Within the unified total audience measurement currency, our trust and transparency goals help ensure that quality inventory is consumer first and privacy first by identifying privacy scored inventory in our research.  While there was some debate at the recent Future of TV Advertising event in Sydney around how we define CTV and what viewing falls within the CTV landscape, for example, YouTube, a clear takeaway is that as an industry we must align on how we define total TV audiences within a CTV ecosystem.  There’s a huge sense of urgency within the industry to get measurement right so CTV can attract the ad dollars it deserves. But for any currency to actually work, there needs to be interoperability between big data sets. Advertisers want their measurement providers to give them accurate reach and frequency tied to outcomes.  Buyers want advanced audiences rather than demographics-based audiences. The buy side and the sell side have to a

RMN + CTV  Retail media and connected TV are converging. We've forecasted key areas of transition this year in identity, CTV, and retail media to help you strategize for the coming cookieless world. Powered by data clean rooms, organizations can deliver more effective advertising and better experiences across the customer journey. Over a dozen brands are already using retail data to target advertising in CTV. The move comes as brands, in particular packaged-goods marketers, rapidly increase their spending on both retail media and CTV, and retail media networks increase their efforts to harness their data to let advertisers shape their buys on CTV (clean rooms). Omnicom Media Group and Albertsons' retail media network are partnering on targeting and measuring CTV inventory accessed through The Trade Desk. The evolution in programmatic advertising partnering with retail media, CTV, data and identity continues.  CTV and retail media are among the fastest-growing digital ad channe

  Ad Loads for Optimising In-Stream and Out-Stream Video Ads In September, we published the IAB Tech Lab guidelines for digital video and connected TV ad formats, and these guidelines introduced a new distinguishing characteristic that separates in-stream and out-stream video ads.  The coming year promises significant change and equally significant growth for advertising-based streaming services. Programmatic CTV advertising is set to benefit from this growth – if CTV services and advertisers can take advantage of the major trends. Ad loads on AVOD services have historically been lower than traditional linear television ad loads.  That’s going to change somewhat in 2023, as more advertisers turn their attention – and their ad budgets – to streaming services. To accommodate a growing number of advertisers, some AVOD services will increase the number of ad slots available, while remaining below linear TV’s oppressive ad load.  The automation of CTV advertising will continue unabated.

Standards in Streaming Viewability and CTV Measurement Recently GroupM, WPP’s media investment group, partnered with media companies across the advertising industry to create new standards in streaming viewability and CTV measurement to improve ad verification and reduce invalid traffic.  The initiative follows a joint study with TV ad measurement company iSpot that quantifies inflated CTV ad delivery counts and reveals that, on average, 8-10% of streaming impressions play when the TV is shut off, primarily through ancillary devices. Companies including Disney, Fox/Tubi, LG Ads Solutions, NBCUniversal, Paramount, VIZIO and Warner Bros.  Discovery have committed to working at an industry level with agencies, advertisers, and standards-setting bodies to create a streamlined measurement framework and set of best practices to ensure ads are only counted when delivered to screens that are on, with people in front of them.  The Phase One study found that:  On average, 8-10% of overall strea

  Consumer privacy protection policy on smart TV platforms Following our recent submission to the Australian government consultation prominence framework on the media regulation reform of Connected TV home screens in Australia, the UK Media reform Bill has entered the House for debate. The bill is similar in scope to Australia, with prominence of public service broadcasters (PSBs) on smart TVs.  Under the new Ofcom code, local UK apps would be discoverable on UK devices and reciprocated internationally under carriage agreements by other countries to global CTV viewing audiences. The content implications of the new framework proport local apps going global, we will explore matters proposed with the FCC in the US and the ERGA in Europe proposal with general counsel members.  Our compliance advocacy work with regulators includes the Privacy Act reform bill proposed in Australia, specifically as it relates to ad targeting and follows the US Consumer Privacy Act (CCPA) of 2018, in which t

Free Ad-Supported Television (FAST) revenues are set to reach $12bn in 2027 Free Ad-Supported Streaming Television (FAST) revenues are set to reach $12bn in 2027 according to new research, as Samsung, Roku, LG and Paramount’s Pluto TV secured rapid consumer uptake synonymous with CTV growth.  FAST numbers continue to grow as consumers look for cheaper ways to meet their entertainment needs. FAST platforms allow broadcasters and content owners to make more money as advertisers increasingly look to support these platforms – estimated by Harmonic at $0.60 to $1 for every hour a consumer watches.  FAST offers your viewers the best of both worlds, letting them access free, yet personalized, programming through a digital platform that works similarly to other streaming services. FAST is one of the most steadily growing methods of media consumption as customers look for wallet-friendly alternatives to high-cost cable packages and multiple streaming services. By tapping into the trend, broadca