CONNECTED TV Your Video Asset Guide - Centro
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CO N N E CT E D T V
Your Video Asset Guide
I N T R O D U CT I O N
Fragmented video viewership By 2022, the ranks of Connected TV users
Does your digital video across screens is a major will swell to 204.1 million, or 60.1% of
strategy reach audiences challenge that most advertisers
the population. Despite this groundswell
face—on the flip side, it’s also
where they view video? part of the beauty of video, of consumer adoption, Connected TV
since the number of advertising hasn’t caught the world
opportunities to reach target
by storm—yet! —eMarketer, 2018
audiences is still on the rise.
Though Connected TV (CTV) has not reached The numbers speak for themselves—and
the same levels of ownership as desktop and
it’s more important than ever to incorporate
mobile devices, it is a growing space that is
CTV as a valuable player in your media mix.
worth consideration for multi-screen video
buys. It is also the way to reach your target The time is now!
audiences on the big screen!
Take full advantage of this emerging channel
eMarketer estimates 190 million people in
and review this guide to learn everything
the U.S. will use Connected TVs at least once
you need to know about the latest digital
per month in 2019—a number that amounts
to nearly 57% of the general population. video opportunities.
3
W H AT ’ S I N S I D E ?
7 THE 411 ON CONNECTED TV ADVERTISING
16 CONNECTED TV STRATEGIES
18 GET STARTED WITH BASIS
5
In its simplest form, a Connected TV is a TV set that’s connected to the Internet.
This connection is made through built-in capabilities (a Smart TV), or an external
“over-the-top” (OTT) device that enables a standard TV set to become a Connected TV.
Voila! These include media streaming devices (i.e., Roku, Amazon Fire TV, Apple TV or
Chromecast), blue-ray players or gaming consoles (Xbox or PlayStation).
Video advertising on Connected TV occurs during the in-app experience.
For example, if a Connected TV user-experience opens an app such as Tubi TV
to watch an episode of The Lone Ranger, a :15 or :30 video ad would play
prior to the content starting. In this way, the
TH E 411 ON
experience is similar to a pre-roll ad watched
Connected
on a laptop or mobile phone, but the user-
experience is comparable to a linear TV ad.
TV Advertising “ 74% OF
HOUSEHOLDS
have a connected TV.
—Leichtman Research Group, 2018
”
U.S. CONNECTED TV USERS (millions and % of population)
2018 2019 2020 2021 2022
182.6 MM 190.0 MM 195.9 MM 200.4 MM 204.1 MM
(55.5%) (57.2%) (58.6%) (59.4%) (60.1%)
Source: eMarketer, 2018
THE 411 ON CONNECTED TV ADVERTISING // 7
Historically, advertising has been somewhat limited on Connected
Benefits of Connected TV because viewership has been heavily skewed toward services
like Netflix and Amazon, which are not ad-supported.
TV Advertising An increase in content providers has opened up a supply for
ad placements. In December 2018, Roku reported that its users
spent an average of 2.8 hours daily watching video through
CT V
the platform, and that “free” was the most searched term,
Connected TV is an additional indicating a preference for ad-supported content.
device to reach an audience.
Allows 100% full-screen viewability,
with limited skipping options.
When it comes to advertising in the
digital space, media buyers can work
“ Nearly
70 MILLION
directly with publishers, content households have
aggregators and device manufacturers— a connected TV
Has the most premium and engaging
inventory available in-market.
or they can access inventory through a
Demand-side Platform (DSP).
streaming device.
—AdWeek, 2017
”
A study run by the Interactive Advertising Bureau (IAB) in
Connected TV offers the targeting of digital advertising, with the lean-back experience of September 2018 found that of all of the ad-supported video viewers in the U.S.,
TV. When a consumer watches CTV, they are experiencing it in the same way they would
63% 59% 57%
watch linear TV—on a big screen, within the casual environment of their living room.
said they didn’t mind seeing said they didn’t mind seeing said they liked when brands
A CTV ad is more immersive and relaxed than a small ad via mobile or laptop screen.
ads if the content was free. ads if they could watch their supported the content they
CTV also provides an opportunity to reduce waste, with greater targeting opportunities—
preferred content whenever watched.
compared to traditional TV. CTV should be part of your brand’s overarching and digital
they wanted.
video strategies.
Source: eMarketer, 2018
8 // THE 411 ON CONNECTED TV ADVERTISING Copyright © 2019 Centro, Inc. All Rights Reserved. THE 411 ON CONNECTED TV ADVERTISING // 9DIGITAL VIDEO: OVER-THE-TOP (OTT) DEVICES
Connected TV Capabilities Connected TV uses an Internet connection to watch Over-The-Top (OTT)
video content on a TV. OTT devices connect a TV set to the Internet.
Gaming Consoles
The definition of “watching TV” has changed. (such as Xbox)
Individuals who have never had any standard TV subscription don’t even call
it ”TV” anymore, they simply call it “video”. The average time spent watching Streaming Device
(including Chromecast, Roku, Apple TV)
digital video content is expected to increase from 86 minutes per day in 2018
- to 98 minutes per day in 2020—with approximately 30% of this time spent on
Smart TVs
Connected TV. Source: eMarketer, 2018 (via a built-in capability in the TV itself, Blu-Ray Player)
Blu-Ray Player
Adoption Levels
1
TRADITIONALS
2
SHAVERS
3
CUTTERS
4
NEVERS “ 38.9 MILLION
Americans will use a Roku
”
Only have traditional Have combinations of Used to have traditional Have never subscribed
television via cable traditional TV and CTV TV and have transitioned to traditional TV and
device at least once a month.
or antenna. in their household. to 100% CTV. receive all content
—eMarketer, 2017
via CTV.
What connected TV devices do Internet users in North America own?
12.5% Google Chromecast
13.3% Apple TV
15.7% Amazon Fire TV stick
17.7% Roku streaming player
19.4% Game consoles
27.1% Smart TV
34.2% Other
Source: eMarketer, 2019
10 // THE 411 ON CONNECTED TV ADVERTISING Copyright © 2019 Centro, Inc. All Rights Reserved. THE 411 ON CONNECTED TV ADVERTISING // 11Campaign Set-up Connected TV Inventory
Check out a few of the targeting parameters that you can adjust TV CONTENT OWNERS AVAILABLE IN BASIS
and optimize for your CTV campaign in Basis, below! Target inventory from specific CTV apps or networks to focus on content alignment.
DEVICE GEOGRAPHY
Select Connected TV as the Generate brand impact with
device type you wish to target. national targeting or select certain
Designated Market Areas (DMAs).
DEVICE MAKE/MODEL
“ Sling
Choose specific models of OTT devices, TIME AND DAY
gaming consoles, and smart TVs. Maximize scale by targeting TV closed 2018 with
All Times of Day, or use
2.42 MILLION SUBSCRIBERS.”
Day-parting to match
—DISH Network, 2018
viewers’ schedules.
FREQUENCY CAPPING
Control the frequency with
which the ads are displayed.
PREMIUM DISTRIBUTORS CTV SUPPLY-SIDE PLATFORMS
Choose from a variety of distributors Many supply-side platforms (SSPs)
Targeting with PMPs
that aggregate TV content from multiple are expanding to offer access to
networks. CTV inventory.
Target households based on traits like age, gender, income, presence of kids, search or
shopping intent. Also select from categories like sports, food and drink, style and fashion
or automotive—with a dedicated Centro Private Marketplace team, our PMPs are updated
often.
12 // THE 411 ON CONNECTED TV ADVERTISING Copyright © 2019 Centro, Inc. All Rights Reserved. THE 411 ON CONNECTED TV ADVERTISING // 13Ad Formats Measurements
Ad placements on Connected TV are bought and sold like digital video, just on a TV screen. Measure the success of your Connected TV advertising with the following metrics:
IN-STREAM VIDEO AD PLACEMENTS INTERACTIVE PRE-ROLL provides an
that run within the stream of video content, opportunity to run interactive versions of 1 I MPRESSI ONS DELI VERED
look and feel like a TV experience to the these video ad formats because Connected
consumer. This is still the most popular format TV is a hybrid screen and ads are served like
available. If your brand only has standard :15 digital video. This type of ad format offers a 2 COST PER COMPLETED VIE W ( C PC V )
and :30 spots that were built for a traditional way to move beyond branding and awareness
TV environment, this is the easiest place to offer an opportunity for engagement from
to repurpose those spots in a digital video the consumer. You may have seen these types 3 VI DEO COMPLETI ON RATE ( VC R )
environment. There are many opportunities of units on desktop or mobile devices in the past,
for in-stream in the DSP, but site direct and they’ve more recently been coming to
opportunities are available as well via Connected TV. This is available only via site direct
4 VI DEO QUARTI LE COMPLE TI ON S
the RFP process. opportunities.
5 UNI QUE DEVI C E REAC H
HOME SCREEN PLACEMENTS are MID-ROLL PLACEMENTS are available
available on some Connected TV devices. through some private marketplaces. This kind
These are essentially banner ads on a TV
screen, though some are clickable. You won’t
of ad breaks up content, playing after the video
has already started. It can be set to play at a “ Completion rates for connected TV, at 95
percent, is 27 PERCENT HIGHER THAN
typically see as many clicks or engagements designated moment, essentially pausing the
with these types of units as you may with the content for a commercial break, or do it based DESKTOP AND 32 PERCENT HIGHER
”
previous example of interactive pre-roll, but on a unit of time that has passed. For example,
THAN MOBILE
these ad placements offer the opportunity to after 5 minutes of view time an ad could play.
—eMarketer, 2019
potentially capture a user’s attention before This type of advertisement is best suited for
they may go into a non ad-supported app. long form content.
This is available only via site direct
opportunities, reach out to learn more.
14 // THE 411 ON CONNECTED TV ADVERTISING Copyright © 2019 Centro, Inc. All Rights Reserved. THE 411 ON CONNECTED TV ADVERTISING // 15B I D APPROPRI ATELY
CTV ads serve on premium inventory;
review their prices and bid accordingly.
Connected EXPAND I NVENTORY &
I NC REASE REAC H
TV Strategies
Supplement CTV strategy by serving video
assets on other devices in order to better
scale video campaigns.
MAK E A DEAL
Access video content on CTV devices through
a variety of pre-negotiated PMP deals—and
negotiate your own deals.
CONNECTED TV STRATEGIES // 17Connected TV is an opportunity to extend your digital
audience base and optimize budgets from traditional ads.
Still not sure about the benefits of advertising on Connected TV?
PREMIUM, BRAND SAFE ENVIRONMENT
CTV video ads runs in HD-quality content, often
within long-form TV or TV-like programming.
G ET STARTE D W ITH
100% VIEWABLE
In-stream CTV placements are full-screen, just like “ $2.1
BILLION
traditional TV, with limited skippable ad options.
Basis
programmatic
TV ad spending
”
LESS CLUTTER, MORE MEMORABLE ADS
Ad pods are shorter than live TV, leading to fewer within US in 2018
commercials airing and more memorable ads. —eMarketer, 2019
REACH MULTIPLE VIEWERS
Unlike the one-to-one experience of desktop and mobile,
CTV often reaches multiple co-viewers in a household.
B ASI S MAK ES CONNECTED TV E ASY
is integrated with some of the biggest programmatic video exchanges in the
industry, including SpotX, One by AOL, Tremor, and BrightRoll. Though it’s possible to purchase
some OTT inventory in the open marketplace via these supply partners, it’s pretty scarce, and
more of this premium video inventory is available through Basis PMPs. Today, these platform
deals include inventory from partners like Samba TV, Scripps Networks, A&E Networks, 495
Communications, Newsy, Tubi TV, Sling TV, Bloomberg, etc. across all types of Connected TV
devices. Basis also offers the opportunity to build custom PMPs for this inventory.
GET STARTED WITH BASIS // 19Start the Connected TV Conversation. LOOK NO FU RTH E R TH A N Contact us at centro.net today.
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