Business Wire

New Data Shows $30 Billion Streaming Advertising Disconnect Among Publishers, Brands and Consumers

Share

Conviva, the intelligence cloud for streaming media, released its inaugural State of Streaming Advertising report today, revealing big gaps in how publishers, buyers and consumers perceive streaming ads, and what this means for the future of the multibillion dollar streaming ad industry. For example, while 69% of sellers believe ad quality on streaming is as good as on linear television, just over half of buyers feel similarly (55%) and only about a third of consumers agree (35%).

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210615005329/en/

To view this piece of content from mms.businesswire.com, please give your consent at the top of this page.

Conviva's State of Streaming Advertising 2021 (Graphic: Business Wire)

“With streaming, there is an opportunity to provide high-quality creative to consumers, but we need to evaluate how and when we reach them,” said Scott McDonald, President & CEO, Advertising Research Foundation (ARF). “It’s time to move on from 1:1 targeting, with growing concerns over privacy and the challenge of scaling those campaigns, and think about how we can align ads with the content that viewers enjoy and trust.”

Conviva’s research, done in partnership with Dynata, details several areas of streaming ad industry disconnect including targeting, measurement and quality. Key learnings include:

  • Better Data and Audience Targeting Will Lead to Monetization
    Nearly three quarters of sellers agreed that streaming inventory can be targeted in a programmatic ecosystem and that effective audience targeting to households exists for direct buys, but less than half of buyers agreed. What’s more, 70% of sellers – but just 39% of buyersagreed they have the data needed to run campaigns on streaming.
  • Quality of Experience (QoE) is as Important for Streaming Ads as it is for Content
    54% of viewers say they abandon a stream when ads fail completely or take too long to load, while 59% agreed there are too many streaming ads repeated during the same break or episode. Only 36% of viewers were satisfied with advertising on streaming overall.
  • Streaming Advertisers Need to Build Consumer Trust
    Less than a third of consumers are confident their privacy is being protected by streaming advertisers and publishers, yet 69% of streaming ad buyers and 75% of sellers say they consider privacy laws when building ad strategies and selling ad inventory.
  • Measurement Effectiveness Needs to be Conveyed to Sellers
    While nearly 80% of sellers think measuring campaign effectiveness is harder on CTV than other video platforms, only 19% of buyers agree. Similarly, 70% of sellers feel pixels and ad servers are too limited to deliver advanced ad measurement for streaming, while only 26% of buyers feel the same.

“91% of the world’s population is actively streaming, with consumers spending 47% of their TV viewing time on streaming platforms,” said Keith Zubchevich, CEO, Conviva. “Yet, according to PwC, streaming ads represent less than 10% of overall TV ad spend. This delta between eyeballs and dollars represents at least a $30 billion opportunity if publishers provide the targeting and measurement needed to increase sales. It is imperative the industry understand what motivates buyers to shift ad spend to streaming and viewers to keep watching streaming ads.”

The full report can be downloaded here: www.conviva.com/research/state-of-streaming-advertising-2021

Methodology

Data for this report was gathered though research conducted by Dynata with additional data from Conviva’s proprietary Stream Sensor™ technology currently embedded in 3.3 billion streaming video applications, measuring in excess of 500 million unique viewers watching 180 billion streams per year with 1.8 trillion real-time transactions per day across more than 180 countries. Dynata surveyed two groups between February 17, 2021 and April 15, 2021. The first group was comprised of 1,944 consumers who are over 18 years of age and watch television or other video content through internet streaming. The second group was comprised of 608 total B2B advertising buyers and sellers who are over 18 years of age and employed full- or part-time.

About Conviva

Conviva is the intelligence cloud for streaming media. Powered by our patented Stream Sensor™ and StreamID™, our real-time platform enables marketers, advertisers, tech ops, engineering and customer care teams to build, engage and monetize their audiences. Conviva is dedicated to supporting brands like CCTV, DAZN, Disney+, Hulu, Paramount+, Peacock, Sky, Sling TV, TED and WarnerMedia as they unlock the incredible opportunity in streaming media. Today our platform processes nearly 2 trillion streaming data events daily, supporting more than 500 million unique viewers watching 180 billion streams per year across 3.3 billion applications streaming on devices. Conviva ensures digital businesses of all sizes can stream better—every stream, every screen, every second.

To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.

Contact information

Paula Winkel
pr@conviva.com

About Business Wire

Business Wire
Business Wire
24 Martin Lane
EC4R 0DR London

+44 20 7626 1982http://www.businesswire.co.uk

(c) 2018 Business Wire, Inc., All rights reserved.

Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.

Subscribe to releases from Business Wire

Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from Business Wire

Conviva and the Trade Desk Partner to Improve Contextual Advertising for Premium Streaming Publishers29.7.2021 19:04:00 CEST | Press release

Conviva, the intelligence cloud for streaming media, and global advertising technology leader The Trade Desk, have entered a first-of-its-kind partnership to provide the streaming advertising industry the contextual content signals needed in the bidstream to improve their connected TV campaigns based on signals and effectiveness. Together, the two companies will help premium publishers supply programmatic buyers with the network, genre, rating, length and other detailed data sorely lacking in the streaming industry while still maintaining data control. Details of the partnership, product offering, participating publishers and how premium publishers can participate and benefit, will be available via a webinar in August. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210729005953/en/ The Trade Desk + Conviva (Graphic: Business Wire) According to Conviva’s State of Streaming Advertising report, released in June 2021, only 39% o

New Harris Poll: Cybersecurity Fears May Stall COVID-19 Digital Vaccine Card Adoption in the United Kingdom, Identity Theft and Fake Cards Top List of Concerns29.7.2021 17:02:00 CEST | Press release

Anomali, the leader in intelligence-driven cybersecurity solutions, today announced availability of its latest survey conducted by The Harris Poll. The study, which gathered responses from more than 1,000 adults aged 18 and over in the United Kingdom, reveals that more than three-quarters of British adults have cybersecurity fears around the use of COVID-19 digital vaccination cards. Additional findings showed which entities respondents believe are responsible for protecting them against cyberattacks and who they believe the most likely culprits will be. A majority of respondents predict that a disruptive cyberattack will follow digital vaccine card adoption, findings also reveal confidence levels when it comes to how prepared the nation is to mount a defense. Among key findings: 76% have cybersecurity concerns related to COVID-19 digital vaccination cards. Identity theft topped the list at 51%, with fake vaccine cards that could be used to hack smartphones (44%) and data breaches (45%

QuadraGen Announces the Launch of Its Next Generation Commercial Loan Processing SaaS Platform and Edward Ho Joins As Chairman29.7.2021 16:00:00 CEST | Press release

QuadraGen announces the launch of its next generation commercial loan servicing SaaS platform to help financial institutions transform their complex loan processing capabilities. The QuadraGen Platform supports various areas of loan operations, enabling more efficient and effective processing of loan information, risk management, and decision-making. The QuadraGen SaaS platform consists of a suite of independently deployable microservices that augment existing technology, filling in gaps where processes and functions are not well executed, or replacing legacy capabilities with its next generation software. QuadraGen’s key differentiator is its team of experts, who have decades of commercial lending experience understanding and solving complex loan operation issues. Financial institutions are challenged by the size, complexity, number of participants, and speed of the loan markets. Many institutions use in-house or legacy systems that are inadequate for today’s ever-growing needs. Quadr

Comcast Announces Peacock Coming to Sky29.7.2021 15:30:00 CEST | Press release

Comcast today announced NBCUniversal and Sky will make Peacock available at no additional cost to nearly 20 million Sky customers in Europe. Beginning later this year, Peacock will make its international debut across Sky platforms, including Sky Q, NOW, and Sky Ticket, currently serving customers throughout the UK, Ireland, Germany, Italy, Austria, and Switzerland. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210729005660/en/ “Comcast’s Xfinity has been integral to the success of our go-to-market strategy with Peacock in the U.S., and we see a similar opportunity to expand internationally with Sky,” said Jeff Shell, Chief Executive Officer, NBCUniversal. “We are excited to bring Peacock to millions of Sky customers and add incredible value to their platforms with a premium catalog of the best entertainment from across NBCUniversal that is included with their subscription. By leveraging Comcast’s Xfinity platforms in the U.

BOW Group Acquires Musart, Adding Innovative Art Marketplace to Its Offering29.7.2021 15:15:00 CEST | Press release

BOW Group today announced that it has successfully completed the acquisition of Musart.com, a fast-growing online destination to buy original artworks and licensed products. This transaction will allow BOW Group to seize new opportunities in the booming digital art market. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210729005637/en/ (Photo: Musart) “BOW Group and Musart share the same passion for good yet accessible design that brings emotions to consumers at every moment of the day,” said Boris Brault, BOW Group Founder and CEO. “Together, with Musart’s unique product curation and established relationships with leading institutions, we can conquer the thriving online art market thanks to our global ecommerce, logistics and development capabilities. With Musart in our portfolio, we are expanding our offering and enhancing the growth potential of our business beyond IoT and lifestyle objects. Today, the art world is fundam

IWBI Collaborates with Leading Organizations to Launch WELL Enterprise Provider Designation29.7.2021 15:00:00 CEST | Press release

The International WELL Building Institute (IWBI) today launched the WELL Enterprise Provider (WELL EP) designation for organizations that demonstrate expertise for delivering a comprehensive suite of WELL solutions at a portfolio or enterprise scale. WELL EPs guide their clients to identify and implement WELL strategies, helping companies meet their larger business objectives in areas such as environmental, social and governance (ESG) reporting, human and social capital management, and workplace strategy and policy. Through this new program, IWBI and WELL EPs work together to more efficiently deliver the many benefits of WELL solutions across real estate portfolios and entire organizations. Companies granted the WELL EP designation offer their demonstrated expertise in WELL along with tailored resources to support the growing demand for enhanced health and well-being for employees, customers and communities. “In the wake of the COVID -19 pandemic, the exponential growth of WELL adoptio

MapleStory M Third Anniversary Culminates in Massive Update With New Angelic Buster Character and In-Game Celebration Events29.7.2021 15:00:00 CEST | Press release

MapleStory M, the free-to-play mobile MMORPG for iOS and Android, is continuing its third anniversary celebration with the introduction of Angelic Buster and a host of events for players to enjoy. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210729005175/en/ MapleStory M Third Anniversary Culminates in Massive Update With New Angelic Buster Character and In-Game Celebration Events (Photo: Business Wire) Born as a disgraced Nova without a tail or magic, Angelic Buster inherited the powers of Eskalade, an ancient dragon residing inside an ancient relic of Pantheon. Equipped with a dragon shaped arm cannon, known as Soul Shooter, Angelic Buster is able to blast waves of enemies with ease. In her second slot, this Nova Pirate holds on to the power of Eskalade in a special ring, known as Soul Ring, transforming her into Angelic Buster and allowing her to use her special skills. New characters between levels 3 and 120 can level