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- TWW 058
TWW 058
Friday 25th March
Things you may have missed🏖
Things You Should Know 👀
Notorious propaganda agents, ThinkPremiumDigital are back once again to throw shade at platforms stealing share(plus not sharing revenue) and back up their ThinkTV cousins…What was discovered? Premium Video generates more ad attention than social video or YouTube
So pre & mid-roll in long-form and short-form content on premium content sites drive more attention than YouTube?
This is to say that a video on a news site like Seven, Nine or news will drive MORE attention than a video you’ve purposefully tuned into, albeit interrupted by ads.
Could the structure of websites and in-article videos be the reason for more attention here?
Or that the majority of content is news be the driver here? Do we then discount things such as brand safety for attention?
As always, a good study with thorough data but more questions arise than are answered
Sticking with TV and with the emergence of Connected TVs and the ability for Automatic Content Recognition, Samsung has released a study/analysis on its Smart TVs looking specifically at US streaming trends
Time spent per TV is leveling off - 1 hour 52 minutes in Q4 2021 compared to the pandemic peak of 1 hour and 54 minutes in Q4 2020
Retention is likely to be the next frontier for streaming & other apps
TV audiences value updated content, with ease of use and personalization key
Here’s a BIG one…46% of users will subscribe to more ad-free streaming services in the next 6 months - wink wink Disney+
Although this is US-based, plus targeted at companies that have apps on Smart TVs, it has some great nuggets that demonstrate & help anticipate macro shifts that we can expect to reach our shores in the next 6 months. Less time spent watching TV (obviously), more impotence on content & ease of use - Aussie BVOD partners, are you reading?
Cool Stuff😎
🎵The metaverse is alive, with the sound of music🎵 The Metaverse is nothing without sound, with brands buying land & creating outfits for avatars, have they started to embed their jingles or sonic branding yet?
A really interesting article and one I personally hadn’t thought of! It would be like taking headphones off in a silent disco, just squeaky feet on the dancefloor. Get ready for sonic strategies !
What we’ve learned📚
Metaverse? NFTs? Attention? Fuggedaboutit! The new focus for brands and advertisers seems to be targeting the unconscious even more than is already done, with dream tech. Ads could become super weird post 7pm!
What hellish nightmare is this?! A fascinating deep dive into an emerging focus from brands such as Coors, showing consumers strange ‘synth-laden’ films and then letting them sleep to see if they dream of the brand.
The Nerd Corner🤓
The Unified ID lives to fight another day, with another big win as it adds Adobe CDP email data to the UID. Meaning that you can convert the emails you have in your Adobe CDP to match to UIDs & trade advertising against these users, programmatically. Huzzah!
A great step from the Trade Desk, following a rocky couple of months with the IAB struggling to take leadership of this open-web initiative. Your move Google.