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Key takeaways from 'The Future of TV Report' by $TTD
2 surveys conducted:
a) Advertiser study: ~150 marketers (agencies & brand direct advertisers) w/ Advertiser Perceptions
b) Consumer study: ~2000 adult 18+ TV viewers w/ YouGov
My thoughts on overall AdTech at the end
2 surveys conducted:
a) Advertiser study: ~150 marketers (agencies & brand direct advertisers) w/ Advertiser Perceptions
b) Consumer study: ~2000 adult 18+ TV viewers w/ YouGov
My thoughts on overall AdTech at the end
Start of 2021
- 78MM cable TV households
- 84MM connected TV households
Overall ad revenues down 14% for Q1-Q3 2020, CTV revenues up 17% for the same period
- 78MM cable TV households
- 84MM connected TV households
Overall ad revenues down 14% for Q1-Q3 2020, CTV revenues up 17% for the same period
- No. of consumers intending to move from cable TV to CTV in 2021 is going to be approx. 27%, up from 15% in 2020
- 38% of respondents said they were attracted to streaming services because of the better viewing experience
- 38% of respondents said they were attracted to streaming services because of the better viewing experience
A major driver of shifting attitudes for advertisers and consumers is the evolving perspective on live sports.
Due to pandemic when live sports was halted, ~39% of the sports viewers watch sports via ad-supported streaming platforms like Hulu, Fubo or social media like Youtube
Due to pandemic when live sports was halted, ~39% of the sports viewers watch sports via ad-supported streaming platforms like Hulu, Fubo or social media like Youtube
- Only 14% of TV viewers were willing to pay a premium for an ad-free experience
- 72% opted for free (32%) or lower cost ad-supported model (40%)
We can see where the consumer is going, ad dollars are starting to follow
- 72% opted for free (32%) or lower cost ad-supported model (40%)
We can see where the consumer is going, ad dollars are starting to follow
Agency and Brand TV buyers
- 60% are making fewer upfront commitments in 2021.
- 43% responded with CTV as the #1 channel for brand storytelling
- 89% report CTV is more (or just as) effective than linear TV
Buyers need flexibility, precision & attribution
- 60% are making fewer upfront commitments in 2021.
- 43% responded with CTV as the #1 channel for brand storytelling
- 89% report CTV is more (or just as) effective than linear TV
Buyers need flexibility, precision & attribution
My Thoughts
This report reinforced my conviction in companies that are benefitting from this trend.
The biggest beneficiaries are $ROKU $TTD and $MGNI given they have a strong CTV offering both on the demand and the supply side.
Own: $ROKU $TTD
Watchlist: $MGNI
This report reinforced my conviction in companies that are benefitting from this trend.
The biggest beneficiaries are $ROKU $TTD and $MGNI given they have a strong CTV offering both on the demand and the supply side.
Own: $ROKU $TTD
Watchlist: $MGNI
Some other thoughts on companies like $ACUIF and $ADCOF
I've looked into these companies and though they look compelling to own because of the space they're in, they're not for me because I like to invest in leaders, and they are nowhere close yet. I don't have any clarity ...
I've looked into these companies and though they look compelling to own because of the space they're in, they're not for me because I like to invest in leaders, and they are nowhere close yet. I don't have any clarity ...
... of them being the main beneficiaries of the shift to CTV and hence I'm not investing in them, though I'll keep a close eye on how they execute in the next few quarters.
On $PUBM vs. $MGNI
I think $PUBM is also going to be a beneficiary of the CTV shift, but Magnite is the bigger (better) player here while PubMatic is catching up. We still don't have enough data for $PUBM as a public company, so I'll be keeping a close eye on how they show up.
I think $PUBM is also going to be a beneficiary of the CTV shift, but Magnite is the bigger (better) player here while PubMatic is catching up. We still don't have enough data for $PUBM as a public company, so I'll be keeping a close eye on how they show up.
There's one name that hasn't still caught any attention on FinTwit is Viant Technologies $DSP
They dropped their S1 last week.
Revenue growth -4%, but 75% CTV growth (YoY Q1-Q3 2020).
I don't invest in IPO's, but this one is worth keeping a tab
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They dropped their S1 last week.
Revenue growth -4%, but 75% CTV growth (YoY Q1-Q3 2020).
I don't invest in IPO's, but this one is worth keeping a tab
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