MEDIA
ANALYSIS
Fancy watching
SVOD Mum? L
inear TV is in decline, that is undeniable. Children’s total viewing hours across Q1 this year fell by 34% year-on-year (YOY) for children aged four to nine years old, to an average of four hours and 31 minutes per week. Looking at kids commercial channels alone, viewing from kids four to 15 years old fell by an astonishing 50% Q1 YOY. Do not, however, let the statistics trick you into thinking that this means TV is dead. The physical TV set is still as prominent in the lives of many as it has ever has been. True, there are many video services now competing with linear for attention across a multitude of physical platforms, as our audience of content chasers watch their favourite characters across multiple devices. However, the TV set itself has diversified. Acronyms such as SVOD (Subscription Video On Demand), AVOD (Ad-funded), BVOD (Broadcaster), TVOD (Transaction), OLV (Online Video) and POLV (Premium Online Video) The reality are now commonplace for is that no single advertisers – but certainly not across the nation! channel in the ‘Fancy watching SVOD Connected tonight?’ - a question no one has asked – ever. In TV landscape essence, however, these has the scale are all, or at least all can be, considered Connected required to TV (CTV) services by deliver the definition – 'video content consumed on a TV screen, reach and delivered via an internet frequency connection' (IAB Changing the Channel). required of CTV is already a brand prominent part of the UK media landscape, and last campaigns year accounted for 38% of all viewing time for two- to 12 year olds. Netflix accounts for half of this, with other SVOD services such as Disney+ and Amazon Prime Video accounting for a further 9%. Advertiser-friendly solutions now command a 10% share of viewing, and this is only set to grow as new services find their way onto Connected TV platforms offered by Samsung, LG et al. Compared with linear TV advertising, CTV services
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can come at a slight premium, however there are many advantages to using them, for example:
■ Increased Share Of Voice – fewer ads per 'break'. ■ Data led targeting – for non-kids’ audiences. ■ No BCAP restrictions – place licensed product next to content.
■ Growth – we have reached a tipping point which sees linear TV in potentially irreversible decline. Therefore, where cost-effective to do so, we encourage advertisers to take advantage of CTV services. However, with the vast array of choice available, we encourage investments within GM On Demand, our programmatic service to navigate the CTV marketplace. The reality is that no single channel in the CTV landscape has the scale required to deliver the reach and frequency required of brand campaigns. Working in combination however, they do. GM On Demand uses contextual data provided by KATS (Kids & the Screen) to select the most relevant content for your brand across the plethora of services, be that Sky Kids, CITV, Virgin Media, Kidoodle.TV, Happy Kids.TV, Toon Goggles, Ketchup, Pocket Watch, Moonbug or even Roku (to name but a few). Utilising these platforms in good measure, alongside investments in YouTube (we estimate a third of the industry’s YouTube impressions are being delivered on the TV screen), and traditional linear TV advertising, will result in advertisers delivering comparable video marketing solutions to the age-old days of buying 1,000 TVRs and considering the job of building awareness done. As the market continues to become more complex for advertisers to navigate, we at Generation Media will continue our investment in developing Optimus AI, through the integration of unique research from Giraffe Insights, and millions of data points from the thousands of campaigns we run annually. These tools combined with our expert analysis, help brands make better strategic decisions, ultimately leading to stronger levels of ROI If you’d like advice or guidance on how Generation Media can help strategise your media investments, please contact us on the listed details.
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Generation Media is the UK and Ireland's largest independent media buyer of toys and games advertising. Visit generationmedia.co.uk or call 0207 307 7900 or email contact@generationmedia.co.uk to learn more
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