Hot List: TV’s ROI Disparity: Streaming Whips Linear On Outcomes.

Data & MeasurementAdvertising
Written by Jason Damata

“Stopping advertising to save money is like stopping a watch to save time.” - Henry Ford

Remember what happened last year in week 7 of the NFL? How about clips 2-6 on your scroll this morning? Me neither.

But remember those ads that you couldn’t escape because you held the scroll for a second or how much Peyton Manning ads won’t go away while you’re just chilling on the couch? Yea, me too.

Today, 100 million+ of TVs in America and even more mobile phones will turn on to consumer ad-supported video content. The vast majority of that content will be folded into an abyss of things we forget, and yet from that millions of purchases will ensue.

And somewhere between all those forgotten moments there will be characters we do remember and start to form a relationship with: the coach and quarterback, the dazzling actor, the helpful creator, and the house full of products we learned about in our journey.

It all adds up.

Aside from a nice collection of original analysis and very stout news round up to help you start your week — this week’s Hot List includes some exclusive stats from iSpot’s Q3 Ad report that shows while linear TV still dominates ad impression volume vs streaming, revenues are now split evenly. Only now, streaming is proving to be a much more reliable format for driving outcomes.

Maybe it’s the targeting. Maybe it’s the captive nature of streaming apps, which make flipping away from ads much harder than linear. Either way, it makes me wonder with evidence like this how long the NFL, MLB, (W)NBA will stay in low performing linear environments when clearly the performance money and provable publisher ROI is in streaming.

iSpot’s Q3 Ad report analysis of billions of daily ad impressions in Q3 across top 50 streaming apps vs linear (above) and outcome data from a distributed panel 30 of America’s advertisers, (below).

Walmart's ad business is quietly reaching beyond its shelves [The Street]

  • TL;DR: A Bank of America note says Walmart Connect is winning “non-endemic” advertisers, brands that don’t sell in Walmart stores, with VIZIO’s TV reach a big part of the pitch.

Netflix Announces New Ad Updates for Measurement and Capabilities [Adweek]

  • TL;DR: Netflix Ad Suite is adding an enhanced Conversions API and a new Netflix Pixel that track more than 20 lower-funnel events.

YouTube, Tubi top streamers’ share of ad exposure time [Digiday]

  • TL;DR: Comscore’s new Score Report measures share of ad exposure time, and YouTube (excluding YouTube TV) took 44% of streaming’s share in August, with Tubi second at 12%.

Subscription Streamers Fall Back In Love With Ads [AdExchanger]

  • TL;DR: AdExchanger reports that at NAB Show in New York, J.P. Morgan and Bank of America told investors streaming underdelivers versus linear TV, with ad revenue now critical to platform profitability.

Comcast Plans Major Layoffs as It Preps for NBCU Spin-Off, Sees $1 Billion-Plus Restructuring Charge in Q4 [Variety]

  • TL;DR: Comcast is gearing up for significant job cuts in its cable and telecom business in the coming weeks, as the media conglomerate restructures ahead of the expected spin-off of NBCUniversal in 2027.

Elon Musk reportedly invests about $1 billion in Skydance [CNBC]

  • TL;DR: Musk has reportedly put roughly $1B into Skydance, the newly merged Paramount and Warner Bros. Discovery.

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Jason Damata

Jason is the founder and CEO of Fabric Media, a media incubator and talent consortium. The company serves leading-edge TV disruptors- from data and analytics platforms to TV networks to emotional measurement companies. Damata has traveled the country for C-SPAN, where he worked with MSOs, produced educational political programming. He has served as CMO of Bebo when it was the world's 3rd largest social network, led marketing for Trendrr until it was acquired by Twitter and helped build the world's largest LIVE broadcast offering at explore.org where he built up a global syndication network. He is an analyst for companies on the edge of TV innovation such as iSpot, Inscape, Canvs, TNT and more.

http://linkedin.com/in/jasondamata
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