Marketers are rushing into the growing connected TV space, where publishers facing competition from channel partners are starting to deliver more unique advertising products.
Through tailored advertising offerings, content owners seek to earn business directly from marketers, who otherwise buy aggregated inventory through CTV platforms and distributors – companies that are increasingly dominating the streaming media landscape.
Jukin Media, the streaming company that owns properties like Fail Arm and The Pet Collective, has launched a WeatherPod ad offering for its new WeatherSpy channel.
Similar to sponsored integrations commonly seen on linear TV, the WeatherPod is a one-minute bundle that includes a customizable five-second billboard leading to a 25-second sponsored forecast, ending with a 30-second commercial.
The WeatherPod unit is offered both directly and by programming. Mike Richter, director of programmatic partnerships at Jukin Media, said these types of unique products help the content owner stand out from aggregators, who can only sell Jukin Media inventory collectively, not their individual brands.
“Going through our sales team or our programmatic stack… it provides a really unique way to be able to focus on the different kinds of contextual channels that we have,” said Richter.
Streaming is booming. According to eMarketer, 27.3% of US households will abandon their pay-TV provider this year, rising to 30.1% in 2022. During this period, CTV’s ad spend is expected to drop from $ 11.36 million to $ 14 million. , 11 million dollars, according to the research firm.
Despite the increase in CTV audience, which the pandemic has accelerated, publishers sacrifice part of their advertising revenue in exchange for distribution. Content companies often enter into inventory or revenue-sharing agreements as part of distribution agreements with platforms such as Roku or Amazon Fire TV, or ad-supported streaming services such as Pluto TV. and Xumo.
Jukin Media fully launched its WeatherSpy channel in July 2020. In total, Jukin Media’s channels earn more than 7 million viewing hours per month on its streaming apps and ad-supported services that broadcast its channels, including Peacock, Pluto TV, The Roku Channel, and Samsung TV Plus.
In total, Jukin Media saw a 52% year-over-year increase in viewership in 2020. The company’s streaming revenue in December 2020 more than doubled from the same period of the year. former. Richter said Jukin Media has selling rights to the majority of the platforms its channels are located on, and in most cases the company has first selling rights.
CTV is currently in growth mode and publishers are seeing an increase in salable impressions. But given the fragmentation of the media, all of this inventory is undesirable.
Bill Durrant, president of Exverus Media, said there was many disparate CTV inventories available by program. As a result, brands and marketers don’t have an “emotional connection” with many content owners.
As the space matures, unique offerings can help appeal to advertisers, provided the publisher attracts a large enough audience.
“After [publishers] sort of at the top of the audience at some point in the next few years, then it will become sort of a strategic imperative for brands to explore deeper integration into these channels, ”said Durrant.