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Sponsor Luncheon Presentation: Dataxu

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Understanding the Connected TV Viewer

Connected TV is the hottest new media format, and one of the most talked about opportunities in advertising, but who actually watches this stuff? In this session Chris LaHaise, Director of TV Solutions at dataxu, will answer this question by providing details and demographics around the people reachable via ad-supported CTV.

Presenter: Chris LaHaise, Director, TV Solutions & Product Marketing, dataxu

Published in: Business
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Sponsor Luncheon Presentation: Dataxu

  1. 1. 1Confidential Understanding the connected TV viewer Presented by dataxu
  2. 2. 2Confidential
  3. 3. 3Confidential 3Confidential Intro to connected TV
  4. 4. 4Confidential Over-the-top (OTT): often discussed in terms of both content and physical devices, OTT represents TV viewing that is in addition to, or replacement for, traditional TV Connected TV (CTV): a form of OTT where the viewer watches video content via internet connection on an actual TV screen either through built-in software or an externally connected device such as Roku, AppleTV, etc. Full Episode Player (FEP): a form of OTT where the viewer watches video content via internet connection on computer or mobile phone screens Buzzword Bingo: OTT vs. CTV vs. FEP
  5. 5. 5Confidential Ad-supported Video On Demand (AVOD): CTV provider that enables access to un-scheduled TV shows that the viewer can start and stop as they wish, and is available for free to all, thanks to in-stream advertising Buzzword Bingo: AVOD vs. SVOD vs. vMVPD Virtual Multichannel Video Programming Distributor (vMVPD): CTV provider that airs live TV shows that the viewer must watch on a set schedule (unless recorded), and typically requires a subscription as well as in- stream advertising Subscription-based Video On Demand (SVOD): CTV provider that enables access to un-scheduled TV shows that the viewer can start and stop as they wish, but is only available through a paid subscription
  6. 6. 6Confidential comScore OTT intelligence, U.S., October 2016 – April 2019 Overall CTV viewership continues to grow 44.0 50.6 55.0 59.5 October 2016 October 2017April 2017 April 2018 Nearly 64 million households are watching some form of CTV 62.1 63.7 October 2018 April 2019
  7. 7. 7Confidential comScore OTT intelligence, U.S., October 2016 – April 2019 Overall CTV viewership surpassed cable DVR & VOD 0 20 40 60 80 100 CTV DVR VOD Householdhourspermonth Household Viewership Hours Per Month 86 65 15
  8. 8. 8Confidential 8Confidential Who actually sees ads on CTV?
  9. 9. 9Confidential Delivery of CTV at scale is no longer a concern Ad-supported CTV is growing…fast! data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019
  10. 10. 10Confidential Over 50% of CTV viewers still watch linear TV, making it hard to find true incremental reach Cord-cutting started a movement, but cord-stacking is the norm data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019
  11. 11. 11Confidential CTV is being watched all over the country, in all 210 DMAs Where are they watching? data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019
  12. 12. 12Confidential CTV viewers can’t be put in a box, they come in all shapes and sizes Who is watching? data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019
  13. 13. 13Confidential CTV viewers can’t be put in a box, they come in all shapes and sizes Who is watching? data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019
  14. 14. 14Confidential CTV viewers can’t be put in a box, they come in all shapes and sizes Who is watching? data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019
  15. 15. 15Confidential CTV viewers can’t be put in a box, they come in all shapes and sizes Who is watching? data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019
  16. 16. 16Confidential CTV viewership looks a lot like linear viewership throughout the day & week When are they watching? data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019
  17. 17. 17Confidential CTV viewership looks a lot like linear viewership throughout the day & week When are they watching? data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019
  18. 18. 18Confidential 18Confidential A deeper look at Cord Stackers
  19. 19. 19Confidential CTV isn’t just a means to escape cable, for most it’s just another place to find great TV What is a Cord Stacker? data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 8/19/2019
  20. 20. 20Confidential Most Cord Stackers viewership still comes from cable What are Cord Stackers watching on linear? data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 8/19/2019
  21. 21. 21Confidential Unsurprisingly, most Cord Stackers are selective with their linear TV viewership Linear viewership varies among Cord Stackers data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 8/19/2019
  22. 22. 22Confidential Light Cord Stackers don’t just watch less linear TV, they watch it less often Linear viewership varies among Cord Stackers data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 8/19/2019
  23. 23. 23Confidential Cord Stackers tend to watch more linear TV on weekdays and more CTV on weekends When are Cord Stackers watching? data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 8/19/2019
  24. 24. 24Confidential Despite differences in day of week, Cord Stackers watch linear and CTV at the same time of day When are Cord Stackers watching? data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 8/19/2019
  25. 25. 25Confidential 25Confidential What can we learn from this?
  26. 26. 26Confidential Scaling CTV campaigns at the national and local level is now a reality Connected TV has reached a tipping point
  27. 27. 27Confidential No longer a niche tactic, CTV advertising can be used to reach all types of audiences Connected TV has gone mainstream
  28. 28. 28Confidential CTV offers the best way to make up for shrinking reach on linear TV, but not without a plan Incremental reach on CTV is not automatic
  29. 29. 29Confidential Thank You

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