Albert Fong’s Post

Last year, Americans spent more time watching streaming services than traditional TV for the first time, indicating a major shift in viewer habits and opportunities for advertisers. As the market adapts, Amazon and Walmart are joining Netflix as the new "Big Three" in streaming, leveraging their robust data capabilities to transform the advertising landscape. With the annual upfront negotiations on the horizon, it's crucial for marketers to revise their strategies now. Our very own Group Director Danny Weisman decided to write a column recommending to 1. Secure early deals 2. Focus on long-term ad strategies around these dominant players 3. Prepare for a new era of complex analytics akin to those seen in social and search advertising Interested in hearing more? Check out the MediaPost article below. #NoblePeople #MediaAgency #Media #Marketing  #Streaming #MediaStrategy #TVStrategy #TVBuying

A wise man indeed. Check out our very own Danny Weisman's op-ed in Mediapost re: the (continued) evolution of the ad-supported streaming market! In short, we know Americans are spending more time watching streaming services than traditional TV, but this hasn't yet manifested in updated strategies for advertisers. Amazon and Walmart have joined Netflix as the new "Big Three" in streaming, with the added benefit of owning robust data capabilities to continue to transform the advertising landscape. And, with the annual upfront negotiations on the horizon, it's crucial for marketers to revise their strategies now. Danny recommends: 1. Securing early deals, for the limited time that there are deals to be had (case in point: I'm watching Fallout on Amazon - an amazing, buzzed-about show - and it's presented with limited commercial interruption by Samsung!) 2. Designing long-term ad strategies around these dominant players 3. Preparing for a new era of complex analytics akin to those seen in social and search advertising Get this type of thinking delivered to your door every day by working with Noble People. #NoblePeople #MediaAgency #Media #Marketing  #Streaming #MediaStrategy #TVStrategy #TVBuying

Subscription prices for Netflix, Disney+, and others are rising, pushing towards ad-supported models. Analysts predict a shift in focus to profits, not just subscribers, in 2024. Key takeaways for marketers: 1. Linear TV decline continues, with ad prices unable to compensate. Election & Olympics will temporarily boost spending in 2024. 2. Streaming services aim for profitability by raising fees and embracing advertising. Ad-supported plans are gaining traction, with CTV accounting for 15-23% of ad inventory. Expect varying ad-supported sign-up rates among major services. 3. Streaming ad price ranges are narrowing. Disney+ and Netflix lowered their Q4 2023 CPMs. YouTube stands out with lower CPMs around $15, thanks to user-generated content. Amazon Prime Video’s entry is set to shake up the streaming ad market. 4. Amazon’s Prime Video ad introduction is expected to boost Amazon’s CTV ad revenues by $3.13 billion in 2024, making it the third-largest ad seller in streaming. This shift will significantly impact the entire CTV ad market. Find out more: https://bit.ly/3RamwXV #Streaming #AdvertisingTrends #VideoAdLandscape2024

Subscription prices for Netflix, Disney+, and others are rising, pushing towards ad-supported models. Analysts predict a shift in focus to profits, not just subscribers, in 2024. Key takeaways for marketers: 1. Linear TV decline continues, with ad prices unable to compensate. Election & Olympics will temporarily boost spending in 2024. 2. Streaming services aim for profitability by raising fees and embracing advertising. Ad-supported plans are gaining traction, with CTV accounting for 15-23% of ad inventory. Expect varying ad-supported sign-up rates among major services. 3. Streaming ad price ranges are narrowing. Disney+ and Netflix lowered their Q4 2023 CPMs. YouTube stands out with lower CPMs around $15, thanks to user-generated content. Amazon Prime Video’s entry is set to shake up the streaming ad market. 4. Amazon’s Prime Video ad introduction is expected to boost Amazon’s CTV ad revenues by $3.13 billion in 2024, making it the third-largest ad seller in streaming. This shift will significantly impact the entire CTV ad market. Find out more: https://bit.ly/3RamwXV #Streaming #AdvertisingTrends #VideoAdLandscape2024

Streamers may be getting more expensive for viewers, but for advertisers, it's the opposite. Advertisers have more places to run streaming services — leading to a decline in prices of as much as 30% in some cases, according to top ad buyers. Which makes me wonder — how will streaming services differentiate as high-quality ad inventory becomes more plentiful and as streamers increasingly license out their shows to rival platforms? And as buying, presumably, goes programmatic? Lauren Johnson & I mapped out streaming ad prices at Netflix, Hulu, Peacock & others in Business Insider: #avod #advertising #streamingwars https://lnkd.in/eSNWruN7

A new chapter for Prime Video begins Jan 29 - introducing ads! 🎥 Learn more about the advertising potential of this change in our quick recap. ➡️ https://buff.ly/4aOzaDQ #DigitalMarketing #DigitalAdvertising #Marketing #Advertising #CTV #Streaming #Amazon

Amazon's Prime Video Ads Disrupt Streaming Market - Prime Video now defaults to an ad-supported tier, with a $3 increase for ad-free. - Amazon's entry adds massive ad inventory, pressuring Disney and Netflix. - Amazon's lower ad costs, driven by its ecosystem, challenge competitors. - More users are choosing cheaper ad-supported streaming plans over traditional TV. - Streaming services must adapt as Big Tech reshapes the ad market. 🌎To learn more join the AdTechGod Slack Community : https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf 📖 Article here by Yahoo https://lnkd.in/gaN52e_K

The moment the advertising world has been waiting for is finally here: Amazon Prime Video has rolled out ads for viewers in the US. 🥳 As advertisers, this is our golden ticket to reach even more eyeballs in the ever-expanding streaming universe! 🚀 While following in the footsteps of giants like Netflix, Prime Video & Amazon Studios aims to set itself apart by promising "meaningfully fewer ads" for its audience. Stay tuned for what this significant move means for us advertisers and how we can make the most of it! 🌟 #programmaticads #OTTads #AdSupportedTier

Streamers, like Netflix, are releasing more data on viewership, which is great news for advertisers - obviously.  But making sure ads get in front of the right people (not just the most eyeballs) is where CTV really evolves from its linear TV roots.  This is especially important when you consider the churn rates for streamers. Advertising on CTV, through the beauty of programmatic, allow brands to continue engaging with those customers found via one streaming service no matter the device they're enjoying that viewing moment on. No longer do generic ads based on generic data (sorry linear TV friends) do the job; it's all about the power of personalised creatives based on the viewer’s nuanced habits and interests that drive brand loyalty and create meaningful moments with the right people. There’s a great breakdown on this topic here: https://lnkd.in/gGuuFJvF

From the Journal: Amazon .com has thrown a wrench into Netflix ’s #advertising plans. Netflix is charging less for ads and embracing new offerings such as product placement, according to ad buyers, as the #streaming company looks to keep expanding an ad business that faces growing competition. The streaming ad market was upended earlier this year when Amazon converted its entire Prime Video subscriber base to a new ad-supported version, giving customers a chance to switch back to ad-free streaming for an extra $2.99 a month. Prime Video’s large ad-supported subscriber base means it has a significant amount of ad inventory that is affecting the negotiations that Netflix, YouTube , #TV networks and other streamers are having with advertisers as they commit to buying billions of dollars in commercial time for the coming TV season—a process known as the “upfronts.” The e-commerce company is driving down ad prices for everyone, analysts and ad buyers said. Netflix is asking some brands to pay roughly $29 to $35 for reaching 1,000 viewers, according to advertisers and ad buyers, a significant decrease from the $39 to $45 that it charged some advertisers last summer. Netflix’s reduced ad rates are closer to what Prime Video is looking to charge, according to ad buyers, who are pressuring Prime for even cheaper pricing. While Amazon doesn’t disclose subscriber numbers, it has said the ad-supported tier of Prime Video has an average reach of 115 million monthly viewers in the U.S. By contrast, Netflix told advertisers at its star-studded presentation last month in New York City that its ad tier reaches 40 million global monthly active users—a significant jump from the 23 million users the company disclosed in January. “Amazon in many ways is building the killer app,” said John Terrana, chief media officer at the ad firm VaynerMedia . It has “premium content, live #sports, immense scale,” and advertisers can target ads to their customers and can often see if a viewer bought the product on the platform, he added. Netflix’s pitch for upfront ad dollars comes at an inopportune time. Several ad-holding companies, which spend billions of ad dollars across different media players annually on behalf of their advertising clients, are currently competing to win Amazon’s lucrative ad-buying account. As part of that contest, many of the agencies might promise to commit to buying a significant amount of ad time from Amazon on behalf of their clients to curry favor during the pitch, according to ad buyers.  Amazon is one of the biggest advertisers in the world. It spent $20.3 billion on advertising and other promotional costs last year, according to the company’s annual report.