In this week’s Week in Review: Enders predicts broadcaster viewing to account for less than half of all UK video viewing in 2028, ITV offers free outcome measurement, and ProSieben looks to an improving ad market in H2.
Enders Predicts Broadcaster Viewing to Shrink Below Half of UK Video Viewing by 2028
UK broadcaster viewing will account for less than half of total video viewing by 2028, Enders Analysis has predicted. Currently the broadcasters make up 64 percent of total viewing, expected to drop to 48 percent over the next five years.
Live broadcaster viewing is set for a particularly sharp decline of 27 percent, while non-live viewing falls by 6 percent. Broadcaster viewing among the 16-24 age group will halve over the five-year period, accounting for just 12 percent of their video time in 2028. But the drop is also anticipated among over-65s, falling from 93 percent to 82 percent.
Meanwhile the streaming services are due to increase their share from 15 percent to 23 percent over the same period. YouTube and other short-form video services are projected to grow their collective share from 22 percent to 29 percent. However, the forecast noted that in terms of TV set viewing, broadcasters will retain scale at 63 percent viewing share – “even as SVOD and YouTube double their impact.”
“Short-form video will continue to displace long-form as video-first apps (e.g. YouTube, Twitch, TikTok) gain further popularity and others (e.g. Facebook, Instagram) continue a relentless pivot to video,” said Enders Analysis. “This will expand the amount of video watched and transition habits – even amongst older demographics.”
ITV Offers Free Outcome Measurement with Geo-X
British broadcaster ITV this week announced the launch of Geo-X, a new consultancy service which will provide free outcome measurement for advertisers. The service looks designed to attract new brand spend into TV, proving the efficacy of TV advertising in driving results.
Geo-X will offer regional testing of ads, meaning brands’ ads will be targeted at specific regions, and then brand outcomes will be measured for those regions. These results can then be compared with other regions where the campaign didn’t run, demonstrating the impact of that campaign.
This kind of regional testing isn’t new, but ITV say traditional regional measurement solutions “can feel old fashioned” compared to those offered by digital platforms. ITV says Geo-X will have a “vastly improved” TV data set, and a suite of new planning tools to help brands select regions to target and the appropriate budget. ITV will also fund third-party research studies to measure outcomes, including sales uplift, website visits, brand metrics, and search activity.
Struggling ProSieben Considers Sky Deutschland Acquisition
German broadcaster ProSiebenSat.1 said in a trading update this week that advertising revenues are still very sensitive to macroeconomic conditions, with low consumer spending and the resulting downturn in advertising contributing to a 13 percent year-on-year drop in revenues for Q1. CEO Bert Habets said tough conditions are expected to continue into Q2, but added that the company has seen “significant improvements in advertising booking” for June. Habets said he expects a significant recovery in ProSieben’s advertising business for the second half of the year.
Amid ProSieben’s struggles, the broadcaster and pay-TV giant Sky have revived talks about a potential buyout of Sky Deutschland, Reuters reported on Monday. Such a deal, which would create more scale for the combined unit to compete with international streaming services, was explored last year. Also this week MediaForEurope (MFE) announced it has upped its stake in ProSieben to 28.87 percent of share capital, inching closer to a 30 percent holding which would mandate it to make a full offer for the German business.
The Week in Tech
Meta Hit with €1.2 Billion Fine Over Unlawful Data Transfers
Ireland’s Data Protection Commission (DPC) this week announced its final ruling on a years long investigation into Meta’s data practices in Europe, handing the social giant a €1.2 billion fine for unlawful practices which aren’t compliant with the EU’s General Data Protection Regulation (GDPR). The ruling covers Meta’s transfers of personal data between the EU and the US. While Meta has taken steps to bring these data transfers in line with the GDPR, the DPC ruled that these steps don’t go far enough to protect EU users’ data. And after a lengthy progress the fine has been issued, along with an order to suspend any future transfer of personal data to the US within the period of five months from the date of notification of the DPC’s decision to Meta, and an order to cease processing of personal data which has already been illegally sent to the US within the next six months. Read more on VideoWeek.
Google to Integrate Generative AI in Search Ads
Google unveiled plans to use generative AI in advertising at its Google Marketing Live event. The Search Generative Experience (SGE) integrates AI-generated ads into search results, using the technology to generate information and relevant products from a user query. “These ads products are guided by our AI Principles and designed to help your business thrive,” Jerry Dischler, VP/GM Ads at Google said in a blog post. “As always, we’ll be experimenting first, testing and listening to your feedback along the way.”
Instagram’s Twitter Rival Could Launch by June
Instagram is planning a text-based Twitter rival, Bloomberg reported this week. Sources said the company is testing the app with influencers and celebrities, and could launch as soon as June. Social marketing lecturer Lia Haberman noted that while Elon Musk talks about making Twitter an “everything app,” Meta is “much more likely [to] get there first.”
Based on a (somewhat blurry) example I got, Meta’s new app looks a lot like Twitter.
So, could this take over all the Twitter screenshots we’ve been seeing on the Feed lately? Maybe.
It’s impossible to predict how audiences will respond but this could be an alternative. pic.twitter.com/xgQa1kUjCl
— Lia Haberman (@liahaberman) May 19, 2023
IAS Becomes First MRC-Accredited CTV Measurement Firm
Measurement and verification specialist Integral Ad Science (IAS) has received accreditation from the Media Rating Council (MRC), becoming the first company to earn the certification for measuring viewability in CTV environments. This covers video-tracked ads, impressions and related viewability metrics (including general invalid traffic detection) on CTV. “MRC accreditation represents the pinnacle of quality and transparency in digital media measurement,” said Kevin Alvero, Chief Compliance Officer at IAS. “IAS is honoured to be the first company to have attained this accreditation for CTV viewability.”
ShowHeroes Launches Voice-Activated CTV Ad
Video ad tech business ShowHeroes launched its ‘Voice Command Branded Player’ this week, an actionable CTV ad that features a text element and custom audio command. CTV viewers use this voice command to activate their smart assistant, which triggers a voucher or message to their phone or email. Sarah Lewis, Global Director CTV at ShowHeroes, said the product “complements our solutions for advertisers looking to achieve performance-driven campaign goals through the branding-heavy channel of CTV.”
Samsung TV Plus Achieves 92 Percent Viewability Rate with DoubleVerify
Ads on Samsung TV Plus achieved a 92 percent viewability rate, according to DoubleVerify (DV), 48 percent higher than DV’s average for CTV. Samsung Ads Europe is the first company to publicly announce the results of using DV’s CTV viewability measurement solution, the companies noted. “DV will continue to collaborate with streaming platforms and device manufacturers across the industry to eliminate signal issues that lead to TV off and other quality challenges,” said DV CPO Jack Smith.
Shutterstock to Acquire Giphy From Meta
Shutterstock has agreed to acquire GIF company Giphy from Meta. The $53 million deal follows a ruling from the UK’s Competition and Markets Authority (CMA) that required Meta to sell the GIF search engine. The tech giant bought Giphy in 2020 for $315 million.
UK Government to Tackle Fraudulent Digital Ads, IAB Informs Members
The UK Government has announced plans to tackle fraudulent digital ads as part of its Online Advertising Programme (OAP). IAB UK published a set of developments relevant to its members, including the creation of a ‘Tech Sector Charter’, the introduction of a “simple, seamless and consistent fraud reporting mechanism”, and the appointment of Anthony Browne MP as the Government’s new ‘Anti-Fraud Champion’. “The framework reiterates that in-scope user-to-user platforms will be required by the Online Safety Bill to prevent fraudulent ads appearing on their services and will need to put in place systems and processes to tackle fraud where it is facilitated by user-generated content or via search results,” said IAB UK.
The Week in TV
Max Launches with Brand Takeover and Interactive Ad Formats
Max, the new streaming service from Warner Bros. Discovery (WBD), launched this week in the US. The company announced a raft of advertising features for its AVOD tier, Max with Ads, priced at $9.99 per month or $99.99 per year. The new streaming service replaces HBO Max, and brings together content from HBO Max and Discovery+ (which remains available as a standalone platform). And the ad offering also combines products from both services, including “innovative and non-traditional” formats. These include daily ‘Takeovers’, guaranteeing advertisers the pre-roll slot and the first mid-roll in every consumer’s first stream of the day, and ‘Brand Block’, where a brand takes up every ad slot in a stream. Read more on VideoWeek.
TF1 Pushes Further into Programmatic for Addressable Ads
French broadcaster TF1 this week announced a further push into programmatic sales for its addressable TV ad inventory, agreeing a partnership which will see addressable ads on TF1 channels sold through Yahoo’s demand-side platform (DSP). Buyers working with Yahoo will be able to target specific audiences, which are defined by TF1 using its telco partners’ data on location, demographics, and TV consumption habits. Read more on VideoWeek.
All 4 Becomes Channel 4, Launches Fund for Black-Owned Businesses
Channel 4 BVOD service All 4 has been renamed Channel 4, as the broadcaster brings its digital, social and linear channels under a single brand. The company said the move demonstrates its priority for streaming. Also this week, Channel 4 and Lloyds Bank launched a ‘Black in Business’ fund, offering five Black-owned businesses £100,000 worth of TV advertising airtime. “Our ‘Black in Business’ ambition is not only to support Black-owned businesses but also to level the playing field when it comes to economic inclusion and highlight the contribution these businesses can make towards the wider UK economy, so we’re really excited to see where the initiative takes us,” said Clare Peters, Client Strategy & Communications Partner at Channel 4.
Italian Ad Sales Drives Quarterly Profits for MFE
MediaForEurope (MFE) posted a 26 percent increase in operating profit for Q1, citing higher advertising sales in Italy. Gross ad revenues in MFE’s domestic market rose by 0.4 percent to reach €463 million euros. The company added that domestic ad sales had “maintained a positive trend” in the first part of Q2.
Paramount+ with Showtime Gets US Launch Date
Paramount’s merged streaming service, Paramount+ with Showtime, will launch in the US on 27th June, the company announced. The new offering will combine all existing Paramount+ content with Showtime series, while the standalone Showtime app will be shut down later this year. The premium tier will cost $11.99 per month, $2 more than the current premium Paramount+ plan. The basic tier, without Showtime content, will also rise $1 per month to $5.99.
RTL AdAlliance to Sell Ads Across Love TV Channels’ FAST Offering
Love TV Channels, a Barcelona-based company that creates FAST channels, has enlisted RTL AdAlliance to sell ads across three channels: Love Wine, Trailers and Love The Planet. RTL AdAlliance said advertisers will be able to book TV spots within a linear ad break, replicating a traditional TV ad experience, except with the advanced targeting capabilities of digital advertising. “To unlock the full potential of our portfolio, RTL AdAlliance integrates our channels into a comprehensive CTV advertising offering that meets advertisers’ expectations,” added Teresa López, CEO and co-founder of Love TV Channels.
CNN Introduces Short-Form FAST Channel in Europe
CNN has launched a youth-oriented FAST channel in Europe. CNN Fast houses short-form stories on major news events, business, entertainment, sport and the environment, according to the company. The channel is currently available on Rakuten TV and LG Channels, arriving on Samsung TV Plus in June. “This is a great opportunity to showcase highlights of some of the best CNN content to a broader audience, offering different genres of stories presented in a fast-paced, short-form style that will appeal to a younger and wider demographic,” said Meara Erdozain, SVP Programming at CNN International.
Comcast Launches NOW TV in US
Sky owner Comcast has unveiled a US streaming service called NOW TV, echoing the previous name of its UK counterpart. NOW TV includes live channels from A+E, AMC, Hallmark and Warner Bros. Discovery, alongside over 20 FAST channels from NBC, Sky and Xumo Play. Subscriptions also include NBCUniversal’s Peacock Premium, the company announced. “NOW TV is a great example of how our company brings together its collective video experiences, innovative technology, and superior broadband service to deliver some of the best entertainment into one affordable streaming bundle,” said Comcast Cable President and CEO Dave Watson.
The Week for Publishers
Reach Launches News Aggregator My News Assistant
UK publishing group Reach this week launched a new AI-powered news aggregator, My News Assistant, which will give audiences a tailored selection of content pulled from across Reach’s mix of national and local news publishers. Users can enter their location and a selection of interests, and the website will pull together a personalised feed of content based on these selections – providing thumbnails and links for content which then lead back to the original website. Users are encouraged to sign-in to (or create) a Reach account to personalise their feed, though they’re not required to.
Bertelsmann CEO sees Opportunity in AI
Thomas Rabe, the CEO of European media conglomerate Bertelsmann, told the Financial Times this week that he believes AI is more of an opportunity than a threat for creative industries, “provided [media companies] stay on top of it and understand its potential and threats”. Rabe said that AI could both assist with the creation of content, and also increase the value of works from respected sources (via their contrast with articles of varying quality generated by AI).
AOP Calls for More Agency and Advertisers Engagement Around IP Theft
UK publisher association the AOP this week issued a follow up to its open letter earlier in the year calling out theft of publisher data by verification platforms. The original letter had highlighted how verification vendors are in some cases exploiting their privileged access to publisher metadata, and using that data to sell contextual targeting solutions without publisher consent. AOP managing director Richard Reeves said that while the open letter got a big response, he added that “there’s one group from which I’d welcome more input — the very people the letter was addressed to: agencies and advertisers”.
National World Targets More Acquisitions to Power Growth
Publishing group National World said in a trading update this week that it is still targeting value generating acquisitions, following a significant spending spree which has seen it buy five businesses since the start of the year. Total revenue for that period was down five percent year-on-year, but digital revenues were up seven percent, and the company says it is continuing to pivot to a digital-only business model as a long term strategy.
Global News Brands Saw Traffic Slide in April
Fox News was the only top ten global news brand to not see a year-on-year fall in data in March, according to Press Gazette’s analysis of Similarweb data. Fox News’ web traffic was up four percent year-on-year while other top ten publishers, including MSN, CNN, The Guardian, and the BBC, all saw drops in traffic. The New York Times saw the biggest drop, down 35 percent year-on-year.
Axios Slows Down Launch of Axios Local
Digital publisher Axios is slowing down the expansion of Axios Local, its collection of free local newsletters for the US market, Adweek reported this week. Axios Local launched in 2020, and has spread to 30 local markets. But the product is not yet profitable, and missed its revenue target for last year; Axios has now decided there will be no new launches this year, and there may be none next year, as it figures out monetisation strategy.
FT Edit Nears 150,000 Downloads
FT Edit, an app from the Financial Times which gives readers eight articles a day, has passed 140,000 downloads since its launch in March last year, according to Press Gazette. FT Edit is free for the first month, then 99p for six months, and £4.99 after that. It’s designed to attract younger audiences who are less likely to pay for a full FT subscription, and editor Malcolm Moore said a “surprisingly large” proportion of readers are progressing to paid memberships after the free period ends.
The Week For Brands & Agencies
Publicis Acquires Full Stake in AI Research Division
Agency holding group Publicis has bought a full stake in Publicis Sapient AI Labs, the artificial intelligence joint venture (JV) it co-founded in 2020 alongside tech firms Elder Research and Tquila. Buying out its partners’ stakes (financial terms of the deal were not disclosed) gives the advertising giant full control of the business, which conducts AI research and development and provides data science services to large companies in Europe and North America. Read more on VideoWeek.
Mediahub Considers Folding Culture Impact Metrics into TV Measurement
IPG-owned media agency Mediahub is exploring ways to fold metrics which measure the cultural impact of an ad campaign into its overall measurement, Variety reported this week. “Our visions of advertising aren’t just based on impressions, but whether there is an impact on culture,” says Michelle Crossan-Matos, chief marketing officer of Ulta Beauty, a Mediahub client. “We want to be able to put a measure on it that goes beyond a CPM.” Such metrics could include social media mentions and online conversations generated by a campaign.
Horizon Signs Currency Deal with VideoAmp
US independent agency Horizon Media has signed a deal with measurement provider VideoAmp which will see Horizon use VideoAmp’s metrics as a currency at Upfront negotiations, AdAge reported this week. Horizon’s chief investment officer David Campanelli told AdAge that VideoAmp is most likely to be used for alternative audience guarantees, though where sellers are willing to use it for traditional demographic guarantees, Horizon will do so.
Luxury Advertisers are Optimistic About 2023, says GroupM
Luxury brands’ ad spend as a percentage of revenue increased to 8.0 percent last year, up from 7.3 percent in 2021 and 6.2 percent in 2019, according to data analysed by WWP’s GroupM, and luxury advertisers on the whole are optimistic about the rest of 2023. Ecommerce is likely to be a growth area for luxury brands’ ad spend, as is connected TV, according to GroupM.
Havas sees Strong Viewability Scores for Cookie-Free Campaigns with PubMatic
Havas Media and PubMatic this week revealed the results of a new joint solution that exceeded viewability targets in cookieless environments. The solution saw PubMatic activate campaigns planned through Havas’s ‘Converged’ audience and data platform. Havas Media found that campaigns run through the new solution achieved a video completion rate of 73 percent, above a 70 percent target, and viewability of 77 percent, again above a 70 percent target.
VCCP Launches AI Creative Agency ‘Faith’
London-based agency VCCP this week announced the launch of a new AI creative agency called Faith, which will use generative AI tools to create work for clients. VCCP says Faith will launch with a collective of 14 practitioners made up of creatives, technologists, prompt engineers, strategists, data analysts and makers. CEO Michael Sugden says the idea is to advance the creative applications of AI within the industry, rather than just “noodling around” with existing tools.
Hires of the Week
Madhive Names Jon Kaplan CRO
Ad tech company Madhive has announced Jon Kaplan as new Chief Revenue Officer. Kaplan has previously held CRO roles at FalconX and Pinterest, and spent 12 years at Google.
MiQ Appoints Board Members Zillah Byng-Thorne and Rob Norman
Programmatic firm MiQ has appointed Zillah Byng-Thorne and Rob Norman to its board as non-executive directors. Byng-Thorne was chief exec at Future for nine years, while Norman served as CEO North America at GroupM.
TripleLift Enlists Joyce Liu as CFO
Supply-side platform TripleLift has named Joyce Liu as Chief Financial Officer. Liu joins from Politico where she worked as CFO for almost five years.
This Week on VideoWeek
Meta Hit with €1.2 Billion Fine Over Unlawful Data Transfers, read on VideoWeek
Content Aggregation Services: What’s the Hold Up? read on VideoWeek
Video Helped Drive European Digital Ad Market to 9.8 Percent Growth Last Year, read on VideoWeek
Max Launches with Brand Takeover and Interactive Ad Formats, read on VideoWeek
Publicis Acquires Full Stake in AI Research Division, read on VideoWeek
The Programmatic Play: What are the Next Steps for the Programmatic Industry? read on VideoWeek
TF1 Pushes Further into Programmatic for Addressable Ads, read on VideoWeek
Netflix Password Sharing Crackdown Could Drive Ad-Supported Subs, read on VideoWeek
Ad of the Week
Amazon Prime, Separation