The world has changed dramatically since March. The coronavirus pandemic
has made us rethink government, work and family institutions. To stay
connected and sometimes just to check out, we’re leaning in to a living room
experience around video content.
Indeed, streaming television has become the new international pastime,
and it just so happens that the eruption of the so-called “streaming wars”
coincided with the necessary isolation of coronavirus.
Many experts across industries have talked about how trends that were
unfolding over decades have accelerated to a matter of months.
Nowhere is this more evident than in TELEVISION, where the consumer
behaviors of the next two years are likely to define the winners and losers
of the next two decades.
GM, Advanced Advertising
Table of Contents
• State of Streaming
• Personalized Brand Integrations
• New Measurement for New Solutions
• Introducing New Research
Consumers in OTT environments will not
accept the old fashion. They want brands
to facilitate access to the shows they
love, not get in the way.
New Models Emerging for
• Networks Lowering Ad Loads
• Opt-in Ads
• Interactive Ad Formats
• Branded Content & Entertainment
U.S. Connected tv ad spend, 2019-2023
billions, % change and % of total media ad spending
Source: eMarketer, U.S. 2020 TV and Video Trends Report
ALL OF THESE TRENDS ARE
ACCELERATING AS VIEWERS
TRANSITION FROM TRADITIONAL
LINEAR TV TO STREAMING.
source: nielsen streaming meter, july 2020, based on known sources
The new audience-first
ad experience will ask
fans what they want,
not just what they’re
willing to tolerate.
“Viewing behavior on streaming devices is
fundamentally different than it is on TV–
so the advertising needs to be different
as well. We need to think beyond :30s and
:60s to reach audiences in new ways. Brands
no longer need to interrupt to break through.”
- Scott Donaton,
Head of Creative
“You will see MORE content from us,
new ad innovations and therefore LESS
commercial time. And it’s just the start.
We’ll keep writing a new playbook to serve
them all with more intention, less interruption,
and more impact.”
- Linda Yaccarino,
Chairman of Advertising & Partnerships
in ad-free environments,
integrations and product placement
have long been the de facto “ad product.”
And the market for brand integrations is ripe for both investment and technological innova
In fact, last year marked the 10th consecutive year of double-digit growth in the market fo
product placement in TV.
Integrations now represent an $11bn opportunity
within that broader $100bn global market
for TV advertising.
The future of integrations will invite the participation of
Showrunners, Streamers and Marketers
to benefit in the upside of a hit show.
has pioneered a solution that:
Provides networks and streaming services
a new revenue line in scalable, post-production
brand integration into TV shows.
Offers studios and content creators
an opportunity to generate incremental revenue
while maintaining the creative integrity of their storytelling.
And introduces impression-level delivery
for brands looking to integrate
their creative within premium streaming environments.
And the best part is, this requires
no additional resources
from show producers.
4 Key Elements
• Computer Vision Analysis
• Brand Asset Repository
• Server-Side Ad Insertion
• Content Rights
HOW IT WORKS
New Ad Experiences
Require New Measurement
To determine the viability of this new model, we’re
exploring first-of-its-kind research to assess if
audiences are engaging with our new ad products.
Here’s What We Did:
- Partnered with MediaScience Research Labs
- Recruited ~300 Participants in the U.S.
- Executed a Control & Exposed Study
Source: Custom MediaScience Audience Research Labs Custom TripleLift OTT Study, Q3, 2020, Pages 22-35
We discovered significantly more visual
attention is paid to those areas of the screen
where an integration is present,
as the audience scans the screen to
collect information about what’s going on.
In fact, 3.6x the attention was paid to those
areas where an integration was located.
More Time Spent
Do consumers remember seeing integra
Not only are brand integrations seen within
a program but they are remembered.
When asked to list all the brands they saw
throughout the episode, there was up to
50% increase in brand recall when
integrations were added to the original
content and accompanied by
How does a consumer feel when experi
*Measured by biometric intensity
Standard ads see higher engagement
with brand integrations
We measured the physiological response
to a traditional advertisement that
accompanied a brand integration to
determine how a viewer subconsciously
engaged. From that, we discovered a
heightened reaction to traditional
:15s or :30s, just from seeing the
brand somewhere else in the episode.
Will this have an effect on the content
or produce negative sentiment?
integration + companion ad
We found that Program enjoyment and the likelihood to watch
again were not harmed by the inclusion of brands.
in fact, inclusion of brands where there was an affinity
with the audience actually increased rates of engagement.
Are integrations intrusive or irritating?
please rate your impression of the episode
The continuity between seeing a product in-content
and then seeing an ad creates appeal.
Additionally, the overall impression of a brand
remained unchanged when an integration was present,
signifying that these integrations are
not a turn-off to the audience.
But it’s more than just numbers.
Viewer feedback validates these findings as well.
“I felt that
with the TV
“I think it
and it doesn’t
in the least.”
“Sometimes it reminds me of things
that I need to get, even if it is not
that specific brand but maybe just
• are seen
• increase brand recall
• Heighten ad engagement
• Make the Show More Appealing
OTT Research Agenda:
Demystifying the Value of Brand Integrations
Over the next 12 months we plan to take a
data-driven approach to answer questions such as:
• What impact do brand integrations have on the
perception of a show?
• To what extent should brands be looking to have
heavy exposure in a program?
• What is an impression and are brands even seen
when placed within premium content?
• Are brand integrations considered intrusive, or is there
an added value when paired with the right contextual moment?
• Are brand integrations a valuable way to increase the
effectiveness of traditional media units run in standard ad breaks?
we look forward to
working together to redefine
the future of television.