Edition #305 - TV revolution
One big thing

It was only a few weeks ago we featured how tv buying wanted to be more like Facebook and Google, i.e. buy online in a dashboard. Reduced sales teams. More direct buying.
Then this week we saw YouTube is going to stop their masthead sales or homepage takeovers in 2021. It’s funny that this has lingered for so long, an older way of selling media but it’s been working. I’m surprised a little bit as most of your entries to YouTube are through the side door, direct to a video.

But it’s an example of old meets new and new meets old. To move forward you need to embrace a bit of the old and bring it forward. The fact that YouTube is finally retiring this, in a way, is an acknowledgment of the new new is here or about to be here.

In addition Disney+ is looking at mini branded films as part of its ad offering. Amazon Prime will let you target people who watched a show.

This is the next wave of digital and content, the cross-media integration but on a micro-scale. Where a brand may execute a brand campaign through connected TV to a specific audience, pair it with publisher partnerships, social and their own content. The media future is towards more precise integration from the blunt integration of the past.

And that’s exciting, when we think about content and lower barriers to entry for digital tv products, we can get smarter around executions.
Notable stories this week
  • Outbrain partners with mobile browser Opera to place ads natively in the browser.
  • How do you create a successful brand collaboration in a crowded market?
  • Bustle is setting up a three-week-long Shop Holiday virtual bazaar, supported by sponsors.
  • How A+E Networks is using Snapchat to pull in younger fans, as cable tv keeps shrinking.
  • Behind the scenes on how Samsung TV ads are growing.
  • Thought piece from Steve Bryant on content models, this is a useful approximation.
  • Disney India is ramping up its ad pitch, selling across linear TV and Disney Plus. “One of Disney's challenges with growing abroad is that Netflix and others have already snapped up a lot of content through licensing deals. High prices are another challenge when growing internationally, and advertising is one way Disney is keeping subscription prices down in India.”
  • Jarrod Dicker on the transition to context and how content consumption factors into the equation.
  • How the media landscape will change after the election, whichever way it goes. We forget that the last election provided a much needed boost to many publishers.
  • Youtube to retire homepage buyouts in 2021. It costs approximately $2m/day.
  • [Long read] Why CNN’s Great Big Story failed to survive.
  • Branded Entertainment Network acquires TubeBuddy.
  • IAC considers Vimeo spinoff after achieving $2.75 billion valuation.
Campaign of the week
Smartest commentary
  • “The big question to ask will move from “where has my audience been?” to “where is my audience now?” This will eventually create a more cohesive, native experience for the user because ads they see will fit into what they are thinking about at that very moment.” -Jordan Grossman, EVP, Ad Sales, GasBuddy
Datapoints of note

See all our Covid-19 data here.
  • On TikTok, exaggerated emotions like expressing surprise and anger led to an average of 1.7 times boost in the number of six-second views, while cycling between four or more emotions in a single video led to a tripling of conversion rates.
  • ^ From the same: Clickthrough increased by 1.7 times when the subject looked directly into the camera for less than half of the video’s duration compared to more than half.
  • ^ From the same: Conversion rates boosted 44% when the ad’s call to action is included within the first few seconds of the video.
  • Branded content campaigns were Great Big Story’s most lucrative product. They typically cost advertisers $150,000 to $350,000, depending on the necessary volume of production as well as the prominence of a brand’s product placement.
  • TalkingPointsMemo has 34,000 subscribers. Subscriptions now make up about three-quarters of revenue.
  • Half of Samsungs Smart TV viewers are cord-cutters.
  • Since February WaPo has signed up 100 new publishers including McClatchy, Tribune, The Seattle Times, Snopes and The Dallas Morning News to context targeting platform Zeus Insights.
  • Brave browser has doubled its users in the last year, to 20.5m.

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