Connected TV Marketing Association @CTVMA

                                                                                 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

                                                                                                   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

    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

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

  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

  Ad supported streaming television is set to overtake subscription TV channels over the next 12 months, as major streaming platforms such as Disney, Netflix and Amazon are adding ad-funded tiers, according to Dentsu's 2023 Media Trends report. For the second year running, dentsu international has collectively gathered and published the insights and predictions of all its global media agencies into the ultimate 2023 Media Trends guide for marketers worldwide. Drawing on expert media planners and buyers worldwide from Carat, dentsu X, and iProspect the report explores the biggest media trends to watch out for in the coming year.  To find out more about the trends and to access a free copy of the Dentsu 2023 Media Trends report readers can visit www.dentsu.com/reports/media_trends_2023

AVOD spending on TV episodes and movies will climb by 144% between 2022 and 20226 to reach $66bn across 138 countries. The explosive growth of  AVOD services is set to surpass SVOD this year in audience size, and the changing demographics of a free streaming universe that remains young and multicultural while becoming more reflective of a national audience average in education and affluence. Free streaming's audience will grow larger than paid streaming by mid-2022. AVOD audiences grew twice as fast (+16 per cent) as SVOD (+88 per cent) in 2021. In 2022, the number of AVOD users surpassing SVOD. This attributable to a variety of factors, including subscription fatigue, ubiquitous hardware, cord cutting and increased broadband access. While total view time (TVT) is still led by SVOD, the opportunity for AVOD to expand TVT is forecast to increase due to rising inflationary pressures on household consumable items. Streaming will become the fastest growing video format in both viewersh

The CTVMA's Future TV Council has moved to support the recent  Media Rating Council's (MRC) announcement on universal definition standards for over-the-top (OTT) content as part of the Connected TV advertising ecosystem model for sever-side ad insertion (SSAI) and streaming TV content. With CTV sets currently being the dominate global device for viewing streaming video on-demand (SVOD) in the home, the Connected TV Marketing Association will announce CTV+ (plus), as part its upcoming Streaming Video Platforms Report 2022.  The report encompasses the most recent video glossaries from global supply-side and demand side platforms with publishers, including the IAB Tech Lab .

Programmatically sold advertising on connected TV is expected to reach $155 billion in 2021 and is forecast to grow to $323 billion globally by 2025, accounting for nearly three quarters of the global programmatic spending. Programmatic advertising refers to the automated buying and selling of digital ad space. In contrast to manual advertising, which relies on human interaction and negotiation between publishers and marketers, programmatic ad buying harnesses technology to purchase digital display space. The use of software and algorithms helps streamline the ad buying process on connected TV. With today's technology and the rise of streaming, the CTV experience is significantly more advanced than ever, with more brands preparing to execute with programmatic.  Broadcasters have been on this transformational journey too, with their transition to programmatic and launching new AVOD offerings. Because the process is automated and the maximum price each advertiser is willing to bid fo

As more and more channels and programmers experiment with the QR codes in their broadcasts, shoppable TV looks set to become the biggest eCommerce trend in the connected home, thanks to interactive QR codes on TV screens and embeddable NFT videos.  In fact, digital trade in the connected home is forecast to reach $72 billion 138 of the world's leading economies by 2023, including virtual goods and services. QR codes on CTV have the ability to drive impulse purchases and drive more sales on eCommerce platforms.  Using eCommerce video ads provides great reach, opens up premium audiences and is effective.  Moreover, combined with a couple of targeting and attribution techniques, CTV advertising can become the key component in your brand's strategy. With the evolution of QR codes on CTV, OTT platforms like Netflix, AppleTV+ and Disney+, consumer brands can leverage them to maximize engagement and sales. Building your eCommerce video ads with QR codes for prime time is an important

5G provides opportunities for a variety of developments. 5G device, hardware and network operators have already begun to promote 5G network applications with Android and iOS developers. Thanks to network capacity of 5G ultra broadband to the home, more CTV devices and apps will be able to connect to the home network. 5G applications will transform the living room and the entire CTV app ecosystem to enable fundamentally new applications, industries and business models via high data rate, low latency affords massive connectivity for new applications. For more information visit, Apple's register to optimize your 5G app.

Xbox is working with global TV manufacturers to embed the Xbox experience directly into internet-connected televisions with no additional hardware required except a controller.  Microsoft's XCloud streaming service and device will plug and play on Android OS devices connecting millions of Game Pass subscribers to CTV. Gaming is the second largest audience category on CTV and the only other vertical besides video streaming to offer a substantial number of apps. The are currently 797 Android and iOS gaming apps and more than 2.5 billion online multiplayer gamers worldwide. Gaming companies sell their inventory programmatically and have become the most skilled SSAI programmers for industry performance. For more E3 information visit Xbox

Growth in digital video advertising on CTV is expected to reach 56% of total video spend this year. Nearly three quarters (73%) of CTV buyers report shifting media budgets from linear to CTV. Connected TV experienced its highest gains in ad spend during 2020. Advertisers spent on average $20 million on CTV, and 35% of buyers expect to increase their spend in 2021. Moreover, in 2021 more than half of budget allocations 56% are expected to be devoted to digital video on CTV. The movement to audience-based buying in particular has resulted in increased buyer demand for CTV. Brand safety was one of the key drivers for buyers on CTV, with 60% of media buyers rating CTV a highly trusted, brand-safe environment. Categories with the highest spend per advertiser include auto, CPGs, furniture, accessories and direct retail brands. Pre-play streaming services are forecast to receive the biggest increase with 37% of buyers planning to spend more on ad-supported video content (FAST/AVOD).

  Welcome to the new 2021 Connected TV Marketing Association official blog. We've archived all our original company announcements in our new blog's table of contents on our formation.  Our new industry activity blog will be updated weekly with our latest Research, Membership News, Guidelines Report, Code of Practice, Safety Accreditation, Data Privacy and Compliance Standards now being developed with our global industry partners. We appreciate your comments. If you have any questions or suggestions, please email us info@ctvma.org.au

Join the Connected TV Marketing Association becoming an industry member is easy. Our online application form is now available.  Connected television now employs more than 35,000 professionals worldwide and is the fastest growing digital media sector, spanning advertising, media, technology and streaming entertainment (46% of CTV companies are planning a future IPO in this sector). Our LinkedIn Group has over 1500+ senior digital media professionals representing the world's Top 100 leading CTV streaming businesses worldwide and is free to join . For more information about membership email info@ctvma.org.au  

The CTVMA is supporting the world's most effective human verification engine, HUMAN. Human recently became the first to receive accreditation from the Media Ratings Council (MRC) for pre and post-bid protection against Sophisticated Invalid Traffic (SIVT) for desktop, mobile web, mobile in-app and CTV. CTV ad fraud affects more than two million devices every day around the world and costs advertisers more than $5 million a month. Invalid traffic accounts for 24% of all programmatic CTV views.  As part of our Code of Practice to combat SSAI ad fraud the CTVMA has been conducting international ad trials across ad platforms for verification standards to protect publishers and advertisers. Adoption of standard naming convention IDs are also helping to prevent the duplication of ad inventory across platforms. Human works directly with the largest internet platforms, DSPs, SSPs and exchanges to verify the humanity of more than 10 trillion digital interactions each week. Findings from the

Worldwide spending on streaming services increased 300% in 2020 to $39.5B and will reach $76.3B in 2024. The continued shift in consumer demand is the most significant transformation to the film, television and video advertising business in 50 years. Streaming video will account for all subscriber growth of global online video subscriptions reach 1.6 billion by 2025. The total number of Connected TVs in use worldwide increased by 122 million in 2020, reaching 1.28 billion units. OS market share ranking Samsung Tizen (12.7), LG's WebOS (7.3%), Sony PlayStation (6.4%), Fire OS (6.4%). Strong growth was also seen in Android (+42%), Roku TV OS (+40%). Just over half (56%) of digital media agency respondents predict that more than half of their video budgets will be spent on CTV in 201. Connected TV outpaces all other digital platforms for the number one ranking of the highest video completion ad rates (98%) in Q2. Ad-supported streaming video is attracting more ad dollars as marketers