1、How the smartest marketers are tapping into streaming to grow their brands. Think beyond linear. Think Connected TV. 3 Introduction Premium and live content migrates to streaming Audiences shift to streaming An opportunity for advertisers Best-in-class marketers are already committed 7 Connected TVs
2、 Power: What Brands Gain Targeting Frequency Efficient cost Optimize and measure to business outcomes 10 Evolving the Traditional TV-Buying Approach Committed spend and flexible spend Live programming 13 The New KPIs 14 Key Takeaways Table of Contents 2 | The Trade Desk Introduction Premium and live
3、 content migrates to streaming Were in a new golden era of television. As more customers replace their traditional analog TVs with internet-enabled smart TVs and streaming devices, the living room has arrived into the digital age. These devices are enabling content producers both legacy networks and
4、 new digital-first entrants to create premium, on-demand, streaming content. And its some of the best television ever produced. In the beginning of the streaming era, early networks charged a small fee to viewers for access to their content. But over time, those fees have grown as that content has b
5、ecome fragmented across several different services. As a result, content producers are faced with a burning question: How do we continue to create high-quality content and drive subscriber retention and growth? The emerging answer is the seamless monetization of content through real-time programmati
6、c advertising. Connected TV offers the ability to link this premium content to demand from advertisers who need to maintain brand reach and relevance, as the audience of their primary channel of advertising linear TV continues to shrink. Audiences shift to streaming How users watch content on TV may
7、 be changing, but the TV itself is still the center of the households entertainment universe. $1 to $10 $10 to $20 $20 to $30 $30 to $40 $40 to $50 $50 to $60 $60 or more Total Respondents = 2,613 24% 14% 21% 15% 8% 7% 4% 6% Amount of money willing to spend on streaming apps What is the maximum amou
8、nt of money you or your household are willing to spend on TV streaming services, in TOTAL per month? $0 (i.e., Im not willing to spend any on TV streaming services each month) According to eMarketer, nearly 202 million people will watch streaming or Connected TV at least once a month in 20201, while
9、 Nielsen estimates that people tune in for more than two hours per day.2 Though most of the largest existing streaming players are subscription video on demand (SVOD) with fixed costs like Netflix, many new, ad-supported streaming services are joining incumbents like Hulu, Crackle, and other provide
10、rs. The Trade Desk and YouGov recently surveyed over 2,600 U.S. consumers and found that 75% do not want to spend more than $30 per month on streaming services. Thats a cap of around three streaming platforms per household for three-quarters of American consumers. The survey also found that 34% of c
11、onsumers prefer to watch a free service funded by advertising or pay a reduced price for subscriptions that include some advertisements, similar to Hulu.3 As consumers hit that ceiling on subscription services, more ad-supported alternatives are coming onto the market. Because of their lower cost or
12、 in often cases, free model, consumers are flocking to their apps for their streaming needs. Take Pluto TV for example: The Viacom-owned, free, ad-supported streaming service has seen a 70% increase or nearly 8 million viewers since January 2019.4 1 eMarketer, Oct weighted online sample of 2,613 U.S
13、. adults 4 AdExchanger, Dec 2019 The Trade Desk Think beyond linear. Think Connected TV. | 3 An opportunity for advertisers The growth of ad-supported streaming TV is providing a huge influx of advertising inventory for media buyers. The Trade Desk platform saw a 9X increase in monthly available Con
14、nected TV impressions in the U.S. in the last two years, compared with an increase of 50% for video across all devices. As of December 2019, The Trade Desk saw available Connected TV impressions reach numbers in the tens of billions per day, a number that continues to rise, adding up to trillions of
15、 available impressions throughout an entire year. And this is only the tip of the iceberg; ad opportunities will increase as major content networks launch new ad-supported services, like NBCUs Peacock and AT more buyers entering the market; and standardization across publishers, networks, and platfo
16、rms through the implementation of programmatic guaranteed deals. Programmatic guaranteed deals help to certify that ads appear against premium content, while also ensuring that advertisers are matched to the correct inventory. While some categories like food and drink, and automotive see prices rema
17、in stable throughout the year, price swings are still possible during seasonal periods of high demand in specific categories. For example, U.S. retail advertisers in the shopping category drive up prices during Dads and Grads, back to school, and the end-of-year holiday shopping periods. Savvy Conne
18、cted TV advertisers in this category can adjust their bidding strategies on the fly to take advantage of the drops in prices close to seasonal buying periods, doubling down in March, July, and October to get a head start on brand recognition among their target audience. Later, during the buying peri
19、ods themselves, brands can focus on narrowly targeted, conversion-driving creatives to drive purchases among consumers that had already seen the ad, across any device. Optimize and measure to business outcomes As seen in the chart (left), food and drink advertisers, which include quick service resta
20、urants, have taken to Connected TV in large numbers (and as a result, driven up CPMs slightly) as they discovered they can increase in-store foot traffic after combining targeted Connected TV and display advertising. They can also optimize their campaigns toward this goal, driving both repeat and in
21、cremental new visitors. The growing cost efficiency of Connected TV is amplified by the fact that the cost of advertising on linear TV is rising due to its decline in viewership and ratings, leaving many marketers priced out. According to Magna Global, global linear TV ad spend was down 4% to $289 b
22、illion in 2019.5 And in the U.S., the spend is not going nearly as far as it used to, as networks increase their rates to make up revenues amid dwindling supply.6 As an alternative, Connected TV ads can help advertisers generate demand in targeted and more cost-effective ways. Digitally adept brands
23、 know that one of the most valuable byproducts of digital advertising is engagement data that can inform and help fine-tune advertising across both creative and channel strategies. This data can be applied to Connected TV via household and universal device IDs. When you add in powerful machine learn
24、ing, like The Trade Desks AI engine Koa, the impact can be astounding. Global linear TV ad spend was down 4% to $289 billion in 2019. 4% Linear TV ad spend 5 MAGNA Global as cited by AdExchanger, December 2019 6 Standard Media Index as cited by AdExchanger, August 2019 The Trade Desk Think beyond li
25、near. Think Connected TV. | 9 Evolving the Traditional TV-Buying Approach The worlds most innovative marketers are assessing their overall TV strategy and evolving their approach, starting with viewing Connected TV as a complement to existing traditional TV plans. Upfronts tip Best-in-class media-bu
26、ying teams are including programmatic traders on strategic accounts for holistic planning and execution. This can help both traditional and programmatic teams optimize based on intended audience and live event opportunities, not solely the media plan. Committed spend and flexible spend Every year, a
27、dvertisers facilitated by agencies commit huge amounts of spend to networks on commercial spots that run during new seasons of fan favorite shows or new shows on the market. These commitments are made several months in advance, and while they offer the brand options on the front end which allow adve
28、rtisers to withdraw spend after poor early performance and make-goods on the back end which require networks to make up missed GRPs with additional runs of ads, the spend is mostly locked in. By keeping a portion of an overall TV advertising budget flexible for the dynamic nature of Connected TV, br
29、ands are empowered with control. A flexible spend strategy enables advertisers to shift spend between networks with ease, apply data-driven decisioning on their commercials, find the audience that is most likely to respond to their brand, and control the frequency of their ads all in real time. Live
30、 programming Live sports are often seen as the gateway for traditional TV, justifying high prices for advertisers and keeping viewers tuned in to linear TV. Despite being an essential part of network programming and ad sales, the process of selling inventory against live and by its nature, unpredict
31、able content like sports, award shows, and events ahead of time leaves a lot of unknowns on the table. Programmatically purchased ads on Connected TV take advantage of those unknowns, whether they are additional ad inventory due to extended play or finding a backdoor route into some of the most soug
32、ht-after inventory on television via multichannel video programming distributors. With more and more viewers opting to stream live sports and events, live TV advertising has never been more accessible especially to challenger brands with smaller budgets. August Home, a growing smart-home security co
33、mpany, seized this exact opportunity in 2018 when they ran their commercial on Connected TV during the NCAA National Football Championship. As a result, they were able to measure the direct impact of that commercial investment, driving a 30% lift in sales. 10 | The Trade Desk The Trade Desk Think be
34、yond linear. Think Connected TV. | 11 12 | The Trade Desk The New KPIs The granularity of Connected TV is helping advertisers look beyond GRPs, incorporating more impactful KPIs like net-new customers, online conversions and purchases, and even real-world indicators like foot traffic in stores. Conn
35、ected TV empowers advertisers to confidently drive business goals. Reach Connected TV viewers and total ad inventory are quickly approaching parity with linear TV, as internet-enabled TVs and streaming devices take over living rooms across the U.S. As linear networks raise prices to make up for lost
36、 revenues, the growing audience on streaming represents an incremental opportunity and a tailored supplement to any linear TV strategy. For instance, YMCA and Volkswagen both used Connected TV to reach net-new audiences who werent accessible through linear TV alone. With each brand targeting its uni
37、que audiences, Volkswagen was able to reach 15 million unique households through Connected TV, while YMCA found an additional 1 million unique households for their campaign. Frequency Connected TV helps advertisers find the frequency that works best for their audience. Brands are empowered to use th
38、eir data to find the number that is “just right” for engaging their audience. This type of control threads the needle of keeping the brand top of mind with consumers, without aggravating them. Frequency played a big factor in Volkswagens Connected TV campaign for the launch of their new Arteon sedan
39、, allowing the brand to cap their ad exposures to about four ads per viewer over the course of their month-long campaign. Share of voice With enhanced frequency levers on programmatic Connected TV campaigns, advertisers can accurately estimate their total share of voice by day, week, month, and year
40、, adjusting their bids on the fly to lay the groundwork for brand lift and increased sales. This view also allows brands to conquest against competitors. Performance Because programmatically run Connected TV campaigns can be linked to both first- and third-party data sets, advertisers are able to di
41、rectly measure the brand and sales impact of their TV campaigns in near-real time, as opposed to buying months in advance and waiting for weeks after airing to receive reports based on 1% of households. This includes measuring and tracking toward brand lift, return on investment, offline sales, and
42、more with your TV commercials. The Trade Desk Think beyond linear. Think Connected TV. | 13 In this new golden age of television, advertisers are faced with more complexity and more opportunity. The emergence of new audiences watching more premium content than ever presents a chance for brands to pe
43、rsuade a new group of potential customers with the right ad at the right time. Media producers and ad-buying platforms are also evolving their products to make them more relevant and less intrusive to the user experience, seamlessly funding great content and showcasing relevant products to in-market
44、 viewers at the same time. These changes are happening today, and the right partners can grant advertisers access to the future of television. Evolving the Traditional TV-Buying Approach Connected TV is not an all-or-nothing media buy. The worlds most innovative marketers are assessing their overall
45、 TV strategy and evolving their approach, starting with viewing Connected TV as a complement to existing traditional TV plans. Our data shows that once advertisers run Connected TV side by side with linear buys, they tend to realize the benefits of data-driven buying, and double down, committing nea
46、rly 200% more spend year over year.7 Connected TVs Power: What Brands Gain Connected TV offers advertisers a chance to take control of the levers and direct with certainty how their budget is spent, even as linear TVs reach becomes more limited and fractured. As mentioned previously, centralizing di
47、gital campaigns onto one ad-buying platform gives advertisers the same reach with less money as buying direct from dozens of networks; more holistic data and campaign insights; and the most control over who sees your ads, when, and on what devices. Key Takeaways 14 | The Trade Desk The New KPIs The
48、granularity of Connected TV is helping advertisers ditch GRPs entirely, moving to more impactful KPIs like net-new customers, online conversions and purchases, and even real-world indicators like foot traffic in stores. While reach and frequency are still important performance indicators in their own right, with Connected TV they are levers that drive business results instead of goals. 7 Based on The Trade Desk platform spend data among advertisers spending on connected TV in both 2018 & 2019.The Trade Desk Think beyond linear. Think Connected TV. | 15 For more information visit
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