TripleLift Research Digital Flipbook

triplelift90236

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.

Michael Shields

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

Brand-Supported Television

• 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.


tion.

r


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


Are Brand

Integrations

Effective?

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


Integrations

are seen

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.

3.6X

More Time Spent


Key Question

Do consumers remember seeing integra


tions?

Integrations

are

remembered

+50%

brand recall

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

standard commercials.


Key Question

How does a consumer feel when experi

brand integrations?


encing

Integrations

Heighten

Engagement

+11%

Ad Engagement

*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.


Key Question

Will this have an effect on the content

or produce negative sentiment?

integration + companion ad

7

6

5

4

3

2

1

0

6.51

likelihood to

watch again

6.59

enjoyment


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.


Key Question

Are integrations intrusive or irritating?

please rate your impression of the episode

7

6

6.1 6.2

5

4

3

2

1

Without

integrations

With

integrations

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

the brands

blended

with the TV

program

very well.”

“I think it

is great

advertising

and it doesn’t

distract me

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

the product.”


Key Takeaways:

Integrations

• are seen

• increase brand recall

• Heighten ad engagement

• Make the Show More Appealing


WHAT’S NEXT?


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.