Streaming is surging, and so are data collaborations

Global information firm TransUnion partnered with a data and information platform, Blockgraphs, owned and operated by Comcast NBCUniversal, Charter Communications, Inc., and ViacomCBS, Inc. Identity and audience based on data created by TransUnion Optu de Tru, and OTT data and energy ecosystem that TransUnion acquired last year.

The partnership provides a growing demand for more video ads and multi-screen capabilities for marketers, particularly in streaming services. But moving parts need robust identity data solutions to deliver the accuracy that marketers and consumers have come to expect.

Data-sensitive adtech partnerships meeting the growing demand for streaming

Because Blockgraph is an open platform identity infrastructure focused on privacy, it provides curated and anonymous insights as well as statistics and accountability. An advertiser entering this ecosystem now has greater reach through the various linear and current functions, while preserving consumer privacy.

“The underlying software platform for the technology [at Blockgraph] enables secure collaboration between data,” said Matt Spiegel, TransUnion’s vertical and multimedia marketing solutions. “This cleanroom platform is a safe haven for data and contains the idea that ‘Marketer A’ works together with ‘Media Ownership B’, but nobody wants to get the data.

These partnerships use data from each of these parties, but also include the technological ability to use it in ways that ensure consumer privacy. Streaming audiences can see relevant ads without exposing personally identifiable information to advertisers.

“Marketers have learned the value of accurate segmentation, reporting and are increasingly turning to technology and media partners to ensure accuracy, As a result, we see several media companies increasing their investments in identity data and information to meet these expectations.”

This data-driven accuracy not only improves the advertiser and consumer experience on linear and streaming channels but also gives this ecosystem an advantage in the cookie-free future, as it has developed its cookie-free purpose.

“The premium video ecosystem is increasingly positioned to meet the ever-changing needs of marketers,” explains Spiegel. The good news for this part of the industry is that cookies have never been relevant. The challenge is that many are still developing the skills needed to work in the human and domestic world. Companies like Blockgraph, directly from distributors and content producers, are important and many companies are ready to meet today’s demand.

Larger audiences watch video on devices and desktops and are served ads through aggregators

Marketers at all stages of the supply chain are aware of the price they can pay if they deliver more personalized messages on the scale of a streaming audience. As traditional linear TV retains much of its audience and advertising revenue, especially in recent years, there have been changes that point to an increasingly complex transition.

More and more video and technology companies are developing new ways to achieve this. Comprehensive services and award-winning content offer a variety of options that attract viewers. However, the resulting fragmentation creates challenges that increasingly require innovative technical solutions to provide relevant and practical advertising to consumers.

Extreme Reach, a television and video advertising management company, provides a broad overview of industry changes with its quarterly and annual benchmark reports. Recently, in the fourth quarter of 2020, we noticed that more video ads are placed by media collectors than those offered by premium publishers. It was the first time that media collectors outperformed premium publishers, indicating a significant change in the video landscape.

According to reports from Extreme Reach last year, this is the increasing number of display options consumers are using. You can expect CTV assets to remain or grow at pre-pandemic levels over the past year, and mobile impressions to decline as more people work from home and travel less each day. Instead, CTV launched and won mobile apps on Steam. CTV dropped from 47% of impressions in 2019 to 37% in early 2020. At the end of the year, CTV remained stable at 35%. During the pandemic deadlock in the second and third quarters of 2020, mobile impressions were 26%, and web impressions 12 to 13%. The table has risen from 16% in 2019 to 20-23% in 2020.

The growth of streaming services can be attributed in part to the number of mobile impressions, as these services and applications offer premium content on mobile devices, including tablets. The availability of this content via streaming on TVs and devices seems to affect all ships.

“As entertainment companies fully integrate streaming services into their distribution strategies to deliver original content and content, we expect adoption to grow gradually,” said Melinda McLaughlin, CEO of Extreme Reach.

This hybrid world with so many streaming options will also continue to deliver ad-free and ad-supported content.

“Supported ad-free streaming is invaluable to consumers in the streaming landscape,” explains McLaughlin. “Where this country really depends on how much consumers are willing to spend on platforms and entertainment, as well as the amount of time they expect to spend on each service and what kind of experience they are looking for.”

McLaughlin welcomes the number of options for media users. She added: ‘We all have more content and more ways to see it than ever before, but we will not say that consumers are tired.

Video streaming paves the way for data collaboration

Collaborations like these see no signs of interruption. The marketing expert Winterberry Group cites collaboration between linear and interconnected TV data as growth points in a 2021 perspective.

“Data collaboration will become very important in the linear advertising / CTV markets as we explore a variety of private gardens between cable service providers, broadcasters, and device manufacturers,” said Bruce Biegel, senior managing partner. “Brands and their agencies want to work together to enable insights, to activate them with frequency and coverage features, and especially benchmarks.”

For those who expect subscriber-based streaming services to keep advertising revenue low with so-called less popular ad-supported programming, Biegel’s results say otherwise.

“At the same time, we’re seeing an increase in streaming subscribers and an increase in ad-supported streaming, which we hope will accelerate as families and individuals limit the number of channels they subscribe to,” Biegel explains.

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