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MAGNA | January 23, 2023
MAGNA Media Trials, the industry-leading proprietary research offering of MAGNA, and Roku have just announced a new study in cooperation with the Roku Brand Studio, which reveals that new video ad formats in streaming TV are twice as appealing to consumers as traditional TV advertising.
Currently, marketers strive to stand out in the transition to streaming. However, traditional TV ads alone miss an opportunity to surprise and excite viewers throughout streamers' journey outside the traditional ad break. Beyond the: 30 on streaming TV investigates how marketers can create more engaging and powerful ad experiences on the platform.
There were tests of three new "Beyond the: 30" video ad formats:
Roku Original Vignette: A 30-second ad in which a brand references the Roku Original program being streamed.
Thematic Tagged Vignette: A 30-second animated commercial in which a brand celebrates streaming.
Watch Alongs: During commercial breaks, the brand sponsors discuss the television show or movie being streamed.
All three "Beyond the: 30" ads outperformed traditional TV ads in terms of top-of-mind brand recall (+57% "Beyond the: 30" vs. +43%), brand favorability (+8% vs. +3%), and intent to search (+16% vs. +9%). These findings demonstrate the great potential of "Beyond the: 30" advertisements, which include increasing brand awareness and boosting sales.
Multiple brands from many verticals participated in the study, including T-Mobile and Subaru. A home-based panel of 1,316 viewers was randomly split between exposed and control groups, who saw their preferred content intermingled with streaming-specific and traditional ads. Following the content viewing experience, viewers were questioned to evaluate the effect on brand key performance indicators (KPIs) and to get a deeper understanding of consumers' perspectives.
About MAGNA
MAGNA is the worldwide leader in media investment and intelligence. Its reliable data, innovative trial offerings, industry-leading negotiation skills, and exceptional consultancy solutions provide clients and subscribers with a compelling market edge. It is a team of specialists motivated by results, honesty, and curiosity. It helps customers and cross-functional teams through five core competencies: collaboration, education, accountability, connectivity, and enablement.
About Roku, Inc.
Roku introduced streaming to the TV. The firm connects people to their favorite streaming content, enables content publishers to grow and monetize massive audiences, and provides marketers with unique opportunities to interact with consumers. Roku streaming players and TV-related audio devices are available in the United States and other markets through direct retail sales and licensing agreements with TV OEM companies.
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SeaChange International | January 05, 2023
SeaChange International, Inc., a leading provider of streaming platforms, video delivery, advertising, and emerging free ad-supported streaming TV services (FAST) development, has introduced the SeaChange XstreamTM platform, a cloud-based content monetization platform that helps content owners and OEMs maximize advertising revenue on connected TVs (CTVs). SeaChange will launch the Xstream platform formally on January 6th and begin onboarding customers in the first quarter of the new fiscal year.
With consumer preferences rapidly shifting away from pay TV to streaming and from subscription services to advertising-funded TV and content offerings, consumers' demand for comprehensive content aggregation and discovery services on CTVs keeps growing. In response to this trend and to provide content access independently, CTVs are rapidly becoming the primary entertainment gateway for households instead of a cable subscription or set-top box.
“We are thrilled to launch the Xstream platform, a comprehensive service that capitalizes on the rapid consumer shift to the FAST and CTV markets. As a leading technology vendor, SeaChange combines the deep expertise needed to provide premium user experiences on connected devices, a DNA to deliver end-to-end streaming solutions, and an unmatched product suite for smart ad insertion management."
Chris Klimmer, President of SeaChange.
To fully maximize on this demand, SeaChange is launching the Xstream platform, which provides the complete set of capabilities to monetize CTV ad inventory for OEMs, content owners, and operating system providers, ranging from streaming enablement via content aggregation to targeted insertion of advertisements from multiple demand sources.
About SeaChange International, Inc.
SeaChange International is a reputable provider of streaming video services, cable TV broadcast platforms, and cutting-edge advertising insertion technologies. The company collaborates with operators, broadcasters, and content owners across the globe to assist them in providing consumers with the highest-quality video experience. Its StreamVid premium streaming platform enables operators and content owners to launch and grow a direct-to-consumer service to manage, curate, and monetize their content and form a direct relationship with their subscribers. In contrast, its Advanced Advertising Platform helps broadcast and OTT businesses protect and generate new video advertising revenues.
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Upwave | January 24, 2023
Upwave, the industry-leading analytics platform for brand advertising, has announced a strategic partnership with Tremor Video, a DSP within Tremor International's end-to-end technology platform that enables advertisers to deliver impactful brand stories across all screens by leveraging innovative video technology. Through this partnership, Tremor Video gets access to Upwave's brand outcomes measuring capabilities, real-time brand analytics dashboards with optimization recommendations, and audience verification tools.
Utilizing Upwave's automated technology capabilities, particularly the new automated discrepancy detection (ADD) capability, Tremor Video has effectively monitored and maximized brand advertising across its campaigns. This tool provides on-demand access to Tremor Video's QAing tags to confirm that they measure as intended. In addition, ADD reports are routinely updated and reveal difficulties and accomplishments quickly and effectively.
Chris Kelly, CEO of Upwave, said, "Slow detection of tagging issues is an industry-wide issue, and leads to inaccurate measurement. Advertisers want proof their measurement is precise and error-free." He added, "Helping customers do so in an efficient, software-first, manner was imperative to us at Upwave."
(Source – GlobeNewswire)
Tremor Video has used Upwave's automated discrepancy detection to boost operational efficiency and minimize complications for an anticipated 100 campaigns in 2022 and expects continuing usage in 2023 to deliver further advantages.
About Upwave
Upwave is a rapidly expanding analytics firm that provides premier brands, agencies, and media partners with ML-driven brand advertising measurement technology and information through a SaaS platform. Its unparalleled digital network allows the rapid and precise collection of data from millions of ordinary users. The firm has offices in San Francisco and New York and is backed by top venture capitalists from Silicon Valley. Customers include Fortune 500 organizations across numerous industries, such as consumer packaged goods, technology, and financial services, as well as the world's top advertising agencies, which monitor and optimize digital campaigns for their clients.
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