Brand Safety Arrives for TV Nets, Not Their Digital Video Platforms
- Ver Original
- Setembro 12º, 2017
All that suits traditional media TV executives. Brand safety talk takes away issues of linear TV viewership erosion — and expected higher cost per thousand price increases for this upfront with mid-single digit percentage gains.
Right now, according to Standard Media Index, those TV-owned video platforms continue to grow — albeit more slowly.
In April, all TV network digital advertising grew 3%, says SMI, with pure-play video platform advertising 6% higher. Than may not sound like much, but all of digital media only grew 3% for the month. In the first quarter of this year, SMI says pure-play video was sharply up — 28.2% higher over the first quarter in 2016.
UBS media analyst Doug Mitchelson estimated digital video advertising for traditional TV companies was projected to get to $2.1 billion in 2016. By way of comparison, eMarketer estimates all digital video ad spending will grow 24% this year to $13.23 billion. YouTube alone is estimated to generate $3.5 billion in ad revenue in the U.S.
Senior media agency buying executives may believe any network TV app with advertising — or those OTT-ad supported TV sites like CBS All Access, the original Hulu service, or others — has a better overall value.
Going forward, though, new digital pay TV providers — offering up a number of traditional TV networks, including YouTube TV — may tell a different story.
Brand safety seems to be have replaced other digital media issues — possibly transitioning over viewability, digital fraud and transparency among them.
But what about coming new OTT video brand platform safety that airs TV network-programming — especially all those that aren’t owned by big TV network media companies?