CTV & Video Archives - Integral Ad Science

Publica by IAS and Samsung Ads Renew Exclusive Global CTV Partnership

IAS Team — Tue, 30 Sep 2025 12:00:00 +0000

Publica by IAS and Samsung Ads have renewed their exclusive global partnership to continue powering premium connected TV (CTV) advertising experiences. The extended collaboration strengthens a relationship that monetizes video programming across CTV inventory more effectively while ensuring that Samsung TV Plus viewers enjoy a seamless experience.

A partnership built on scale and innovation

The combination of Samsung Ads’ massive audience and Publica’s purpose-built CTV technology creates a powerful foundation for the next era of streaming. Advertisers gain transparent, performance-driven access to premium inventory, while viewers enjoy free, high-quality content with ad experiences that feel natural and unobtrusive.

By extending their exclusive global partnership, which began in 2022, Publica and Samsung Ads are proving that premium, ad-supported streaming can deliver for publishers, advertisers, and audiences alike.

Powering better ad experiences

Audiences expect CTV to feel as smooth as traditional television, even as the underlying infrastructure is powered by programmatic technology. Through this renewed partnership, Publica helps Samsung Ads meet this expectation through a set of advanced tools that deliver polished, linear-like ad breaks without sacrificing performance.

Advanced ad serving: Granular controls enable precise targeting and optimization so each ad break feels natural while delivering the precision of digital.
Smart ad pod decisioning: Slot-level targeting allows for first-pod placement or category exclusivity, helping advertisers maximize impact and manage frequency.
Unified auctions: All demand sources compete in a single, transparent auction that drives revenue and ensures fair access for buyers.
Server-side ad insertion (SSAI): Tiering, deduplication, and competitive separation keep ads relevant while maintaining a smooth viewing experience.

These capabilities allow Samsung Ads to balance the needs of advertisers with the expectations of viewers—an essential factor in the continued growth of Samsung TV Plus.

Expanding opportunities for advertisers

For advertisers, the partnership means more than just access to inventory. With Publica’s unified auction and advanced pod construction technology, buyers can plan campaigns with greater confidence and flexibility.

Programmatic access to Samsung TV Plus inventory allows marketers to extend their reach across a diverse mix of live channels and on-demand content, all while maintaining control over frequency and placement. The result is a premium environment where brands can scale campaigns and achieve measurable outcomes.

Setting the stage for the future of CTV

The renewal signals a continued focus on innovation in a fast-evolving marketplace. As streaming adoption accelerates and new ad formats emerge, Samsung Ads and Publica are committed to delivering the tools, data, and flexibility that advertisers need to connect with audiences across the globe.

For more information, please read the press release.

The post Publica by IAS and Samsung Ads Renew Exclusive Global CTV Partnership appeared first on Integral Ad Science.

How Show-Level Data is Transforming Connected TV Advertising

IAS Team — Mon, 30 Sep 2024 12:00:00 +0000

The digital advertising landscape is undergoing a monumental shift with the rapid rise of Connected TV (CTV). As viewers increasingly move from traditional linear TV to streaming platforms, advertisers are uncovering new opportunities and challenges. At the heart of this transformation is show-level data — granular insights that offer advertisers a clearer view of the content landscape, enabling them to make smarter, safer, and more strategic decisions about their ad placements.

A recent The Mind On The Stream study by Integral Ad Science (IAS), in partnership with Neuro-Insight, revealed that ads aligned with the content viewers are consuming significantly enhance engagement, boosting ad memorability, brand impact, and key performance metrics. Specifically, brand impact increases by 14% when ads align with tone, 39% when they align with context, and an impressive 49% when both are matched, highlighting the value that show-level data can deliver.

Connected TV is changing how we consume media

Connected TV is reshaping the way we consume media. These devices allow users to stream content directly from various platforms, and their adoption has surged. In the first half of 2024, U.S. households consumed a record amount of over-the-top (OTT) content, resulting in a 40% increase from 2023. This shift underscores how the rise in OTT content consumption is directly fueling the growing dominance of CTV as the preferred platform for streaming media.

eMarketer underscores this growth, projecting that CTV ad spending in the U.S. will expand from $28.75 billion in this year to $44.32 billion by 2028. Despite a gradual deceleration in growth rate, the overall outlook for the sector remains robust. This rapid evolution in viewer behavior necessitates a deeper understanding of the content landscape — and that’s where show-level data comes into play.

Unlocking the potential of show-level data

Show-level data on CTV provides advertisers with unprecedented granularity, offering deep insights into individual shows — including audience demographics, engagement metrics, and content themes. In a landscape where 99 million U.S. households are streaming OTT content, these insights are essential for navigating a crowded and competitive market. This data empowers advertisers to place their ads in the most relevant and brand-safe environments, such as Hulu, YouTube, and Amazon, platforms generating billions in ad revenue.

IAS is at the forefront of harnessing show-level data to enhance CTV advertising. Our industry-leading solution, Total Media Quality for CTV Brand Safety and Suitability, provides advanced Multimedia Classification technology to deliver video-level brand safety and suitability reporting, fully aligned with industry standards. IAS is well positioned to help advertisers achieve transparency in their CTV buys and navigate challenges that have historically hindered it, including barriers like the Video Privacy Protection Act.

How show-level data on Connected TV works

When it comes to brand safety on Connected TV, not all solutions are created equal. IAS offers the industry’s first and only video-level brand suitability measurement for CTV, using advanced machine learning to analyze each video at the frame-by- frame level, ensuring the highest standards of brand safety and suitability. This meticulous approach ensures that no moment goes unchecked — capturing potentially problematic content, like violence, sexual themes, or other material that brands would prefer to avoid.

Our frame-by-frame analysis provides a deeper understanding of content, giving advertisers the confidence to place their ads in the right context. By integrating these contextual insights, IAS ensures that ads are not only brand-safe but also placed in environments that are highly relevant, reaching the right audience at the right time. This results in more meaningful connections, higher engagement, and better overall campaign performance.

Optimizing audience targeting

Show-level data on CTV enhances audience targeting strategies by providing insights into how specific content impacts viewer engagement, helping advertisers create more effective content that attracts their target audience. These insights allow for more precise ad placements and more meaningful results. As the CTV market diversifies, precise targeting becomes increasingly essential.

Imagine starting with a wide lens, capturing everything in view, and then zooming in to focus on exactly what matters; show-level data enables advertisers to reach the most relevant audiences with a powerful combination of precision and scale. Instead of wasting ad dollars on broad and imprecise placements, brands can now strategically align their messages with audiences who are most likely to engage, driving deeper connections and maximizing the impact of every ad dollar spent. This level of precision is not just about efficiency — it’s about transforming how advertisers interact with their audiences in the dynamic CTV landscape.

Measuring engagement and effectiveness

Beyond brand safety and targeting, show-level data provides a robust framework for measuring engagement and ad effectiveness. Traditional metrics are now complemented by more nuanced data points, such as viewer sentiment, social media interactions, and completion rates. This comprehensive view allows advertisers to measure the true impact of their ads and fine-tune their strategies for maximum effectiveness.

The future of CTV advertising

CTV advertising is set for dynamic growth and innovation. With streaming platforms increasingly vying for viewer attention, the focus will shift toward original content and franchise-based shows. In 2024, all of the top 10 streaming programs were based on existing franchises, demonstrating the power of leveraging known IP to engage audiences

Simultaneously, the rise of ad-supported streaming services presents new opportunities for advertisers to reach audiences across multiple screens, emphasizing the importance of show-level data in crafting effective cross-channel strategies.

As the digital ecosystem continues to evolve, embracing transparency and a data-driven approach will be vital not only for advertisers striving to maintain brand integrity and achieve their marketing objectives, but also for publishers seeking to build trust, showcase the value of their inventory, and drive long-term revenue growth. The future of advertising lies in these detailed, actionable insights, with show-level data at the forefront of this transformation.

IAS is forging the future of CTV

IAS’s commitment to innovation is evident in our groundbreaking solutions for CTV. We are the first in the industry to enable advertisers to measure brand safety and suitability of their digital media investments through our advanced AI technology, analyzing every frame for the most accurate and precise detection of unsuitable content. IAS is going even further with the recent expansion of our AI-driven Total Media Quality for YouTube, now offering brand safety and suitability measurement specifically designed to detect and address misinformation.

Moreover, with Publica by IAS, we’re enhancing CTV ad strategies by integrating our industry-leading brand safety and suitability solutions with Publica’s advanced CTV ad-serving technology. Publica’s platform provides valuable insights into viewer behavior and content engagement, allowing for even more targeted and impactful ad placements.

By integrating IAS’s show-level data capabilities with Publica’s tools, such as the Brands Dashboard, which offers a transparent view of advertiser activities across different SSPs, we empower advertisers to optimize their campaigns, improve ROI, and confidently reach their ideal audiences in a brand-safe environment.

Ready to elevate your CTV strategy?

Let IAS help you connect with your audience in smarter, more meaningful ways. Reach out to us today and discover how our solutions can drive superior results for your business.

The post How Show-Level Data is Transforming Connected TV Advertising appeared first on Integral Ad Science.

RESEARCH: The Future of CTV Investment

IAS Team — Mon, 16 Sep 2024 10:00:00 +0000

How industry experts are evaluating the future of ad spend and media quality in CTV

As the Connected TV (CTV) landscape becomes increasingly competitive, advertisers are under pressure to do more with less. Budgets are tighter, yet the demand for impactful, high-quality campaigns continues to grow.

As CTV continues to dominate the market, IAS set out to understand how media experts plan to invest in this advertising environment in the coming years, and what role media quality plays as advertising budgets are steadily reallocated to CTV.

Access The Future of CTV Investment to learn:

Industry professionals’ top reasons for increasing ad spend on CTV
What media quality issues may be preventing further investment in CTV
How to boost brand impact on CTV

CTV is a powerhouse advertising environment — but understanding how to invest in it is key. Download the study now to find out how.

The post RESEARCH: The Future of CTV Investment appeared first on Integral Ad Science.

What is Connected TV? Expert CTV Advertising Tips

IAS Team — Sun, 01 Sep 2024 18:08:50 +0000

Connected TV’s (CTV) meteoric rise has revolutionized the way viewers watch and consume entertainment media. 60% of U.S. households own a CTV device, and CTV usership is expected to surpass 242 million users in the U.S. alone by 2026. As the home entertainment landscape expands, lucrative advertising opportunities will continue to emerge. However, with any successful advertising platform comes threats to your brand — from both external bad actors and risky content that lives on CTV platforms.

What is Connected TV?

Ever watched your favorite show on a Smart TV? If yes, then you’ve used a CTV device. CTV is any TV device that is connected to the internet and enables users to stream premium content through apps, like Netflix or Hulu. A few examples of CTV devices include Apple TV and Roku, but they can also include set-top boxes and gaming consoles like Amazon Fire TV, Xbox, and PlayStation.

These devices transform the traditional television experience by integrating internet capabilities, allowing for an on-demand viewing experience that traditional cable doesn’t offer. Additionally, many Smart TVs come with built-in CTV functionalities, eliminating the need for external devices.

With the increasing penetration of high-speed internet, more households are adopting CTV devices, contributing to the decline in traditional TV. This evolution signifies a major shift in how audiences consume content, making CTV an essential platform for advertisers to stay ahead in the digital age.

Connected TV vs. Linear TV

Connected TV and linear TV (another term for traditional TV) have their differences. The biggest discrepancy between these two environments is that CTV is delivered digitally through the internet, while linear TV is delivered via a cable network or satellite.

They also differ in terms of viewer experience. CTV offers users the flexibility of on-demand viewing experiences, while linear TV is programmed ahead of time and delivered on a set schedule. Viewers using CTV can watch what they want, when they want, without being tied to specific broadcast times. On the other hand, linear TV requires viewers to adhere to the broadcaster’s timetable, sometimes resulting in missed content or the need to record shows for later viewing.

What is CTV advertising?

CTV advertising refers to video ads that are shown to viewers while they stream their favorite movies and TV shows. This type of programmatic advertising allows for highly accurate audience targeting and in-depth measurement of media quality metrics like viewability, invalid traffic, brand safety, and more. By utilizing CTV ad verification metrics, advertisers can enhance their campaign effectiveness and ensure their advertisements reach the most relevant viewers.

CTV ad breaks are structured similarly to traditional TV ad breaks, with ads served around and within a show in time-based ad pods. However, on CTV, advertisers typically have access to more data, which enables them to be much more granular in their targeting. This data can include viewer behavior, demographics, and even specific interests, allowing for a highly personalized ad experience.

More and more audiences watch free streaming services, making CTV ads more important than ever. CTV advertising plays a significant role in keeping some CTV platforms free for viewers. Without the revenue that comes from CTV ad purchases, many streaming platforms wouldn’t be able to offer free content for their audiences.

The advantages of advertising on CTV

CTV advertising is highly unique. It combines the impact of traditional TV (also known as linear) advertising with the advanced capabilities of modern digital advertising — so you can reach your desired audience in the right place at the right time.

Top 4 benefits of CTV advertising:

Targeting Opportunities: Rich CTV data enables marketers to precisely target audiences based on age, gender, location, purchase behavior, and more — maximizing engagement and ROAS. This granularity in targeting ensures ads are delivered to the most relevant viewers, resulting in higher conversion rates and a better overall ROI.
New Paths to Audience Engagement: CTV allows brands to reach broader swaths of consumers, including those who have parted ways with traditional cable TV (“cord-cutters”) and those who never used it (“cord-nevers”). This expanded reach opens new avenues for audience engagement and brand visibility.
High Completion Rates: CTV boasts high video completion rates, as it’s typically not possible for viewers to skip CTV ads. This ensures that the brand message is fully conveyed, increasing the likelihood of viewer retention and action. Such completion rates are critical for maintaining a strong brand presence and driving viewer recall.
Near Real-Time Data: Ad campaigns on CTV are trackable in near real-time thanks to an abundance of first and third party data. This near real-time tracking provides advertisers with invaluable insights into campaign performance, allowing for swift adjustments to maximize efficiency and effectiveness.

But CTV ads aren’t inherently protected

As with any digital environment, CTV’s terrain isn’t all smooth. Video ad inventory is especially susceptible to fraud, brand risk, and being out-of-view.

In the current fragmented CTV ecosystem, there is a greater risk of fraudulent activity than ever before. Plus, CTV’s expansive ecosystem contains a wide variety of content that could either be unrelated to your brand or damaging to your brand’s image. Having your ads delivered in either of these types of environments can result in wasted ad spend at best and, at worst, permanent damage to your brand’s reputation.

For example, adult content apps are available across most CTV devices; there could also be violent video content, or movie and TV scenes that are in direct conflict with what’s suitable for a specific brand (like a home rental company brand ad running right after a home break-in scene). This kind of misplacement can cause reputational harm that may be challenging and costly to repair.

Advertisers can employ sophisticated tools to mitigate risks and safeguard their brand’s image. Ensuring media quality through post-bid measurement and pre-bid optimization methods can help identify and avoid unwanted content that could negatively impact viewer perceptions. Ultimately, the goal is to deliver ads in a context that aligns with the brand’s values and resonates positively with the target audience, fostering trust and driving better engagement.

Protect your CTV ads with IAS

As CTV adoption continues to skyrocket, so will the risks that come with CTV ads. That’s where IAS comes in.

IAS works directly with some of the largest streaming platforms to deliver the most actionable data available on CTV. With granular post-bid measurement and pre-bid optimization segments, marketers can better understand their investments and ensure they bid only on valid inventory across streaming platforms.

But we don’t stop there. With the acquisition of Publica in 2021, IAS gained the unique ability to provide CTV streaming publishers and platforms with the ad serving technology to run unified auctions and build seamless ad breaks, enabling sell-side partners to grow their advertising revenues and improve their viewers’ streaming experiences.

If your brand is advertising on CTV, media quality is a must. Reach out to an IAS representative or click here to learn more about how IAS helps you protect your brand, improve ROI, and increase efficiencies on CTV.

The post What is Connected TV? Expert CTV Advertising Tips appeared first on Integral Ad Science.

RESEARCH: The Mind on The Stream

IAS Team — Wed, 21 Aug 2024 12:00:00 +0000

A neuro-investigation into the brain while watching CTV ads

Connected TV (CTV) has revolutionized how we watch and monetize television. With the freedom to watch on demand and the power of precise targeting and placement, both consumers and advertisers have been presented with unprecedented opportunities. Yet, many viewers still face frustration from irrelevant and disruptive ads that detract from their viewing experience.

In the search for best practices that drive performance and satisfy audiences, IAS and Neuro-Insight embarked on a groundbreaking neurostudy. This pioneering research dives deep into viewers’ brains to uncover how tone, context, and frequency influence CTV ad effectiveness.

Here’s a quick look at what we discovered:

Unrelated ads break viewers’ neuro-state: Ads that don’t align with the content disrupt viewers’ engagement, reducing their impact.
Repeated ad viewing leads to higher connection, but lower interest: While repetition builds recognition, it can also diminish excitement.
Context-matched ads are highly memorable to viewers: Ads that fit seamlessly within the content are more likely to stick with your audience.

Surveys provide a glimpse, but brain activity reveals the full story. Discover how to enhance brand impact and forge the future of CTV advertising with insights straight from the mind.

The post RESEARCH: The Mind on The Stream appeared first on Integral Ad Science.

WHITE PAPER: Master the Art of CTV Monetization

IAS Team — Mon, 06 May 2024 21:24:27 +0000

Build superior ad breaks and drive yield on CTV

In the era of streaming, the demand for content has soared to unprecedented levels. However, viewers often face a barrage of repetitive and poorly-timed ads that fail to align with their preferences, leaving them yearning for a more engaging experience.

In this white paper, Publica by IAS deep dives into key ways publishers can curate quality viewing experiences and empowers streaming publishers with a strategic blueprint to elevate CTV revenue while creating superior ad breaks.

In this white paper, you’ll learn:

How to curate exceptional CTV ad breaks
Linear TV ad break best practices that can be applied to FAST and AVOD services to maximize CTV yield
What CTV ad server attributes are required to deliver a quality viewing experience

Publica by IAS is the CTV ad server that helps publishers grow advertising revenue, build linear-like TV ad breaks, and improve viewers’ streaming experiences. Download the white paper now to learn more.

The post WHITE PAPER: Master the Art of CTV Monetization appeared first on Integral Ad Science.

Viewability Glossary

IAS TEAM — Wed, 01 May 2024 04:00:00 +0000

Viewability is the ability for a digital ad to be seen by an actual consumer. To be considered viewable, an ad must meet the minimum guidelines set by the industry, and illegal bot traffic and other forms of ad fraud should never be included in the number of viewable impressions. Viewability does not describe how effective an ad was, whether it was seen by target audiences, or even if it was seen at all. For more on viewability, check out our guide.

Ad stacking

Placing multiple ads on top of each other in a single placement, with only the top ad being viewable.

Above the fold (ATF)

Ads that are placed on a web page where they are immediately viewable (no need to scroll down further).

Ad exposure time

The time an ad was in view.

Below the fold (BTF)

Ads that are placed further down a page that require a consumer to scroll down in order to see it.

Click-based metrics

Measurement based on the number of consumers who click on digital content. Includes metrics like clickthroughs, click-through rates.

Home page takeover

An advertising campaign that uses all available ad space, and potentially other specialized inventory, to “take over” a website’s index page. “Takeover” is a bit misleading because it’s rarely every ad slot on a page; it’s often a masthead or rich media creative plus a companion or two. This is also known as roadblocking.

Iframe

An in-line frame containing an ad within a web page. An iframe can be friendly or unfriendly (cross-domain).

Friendly iframe

An iframe that shares the same domain as the main page it’s hosted on.

Cross-domain iframe

An iframe where the iframe and the parent page have a different domain. This is also known as an unfriendly iframe.

In-app

In mobile advertising, in-app refers to ads that are delivered to a consumer through an app on their mobile device (phone or tablet).

In-browser

In mobile advertising, in-browser refers to ads delivered to a consumer through the mobile browser (Chrome, Safari, etc.) rather than an in-app environment.

In-stream video ads

Video ads that play before (pre-roll), during (mid-roll), or after (post-roll) the publisher’s video content.

Interstitial ad

Full-screen or pop-up ads that cover the interface of their host application or a web page. They’re typically displayed at natural transition points in the flow of an application or web page, such as between activities or during the pause between levels in a game. When an app or web page shows an interstitial, the consumer has the choice to either tap on the ad and continue to its destination, or close it and return to the app or web page.

Measurability rate

The rate at which a given vendor can measure ads for viewability.

Measurable impressions

Impressions that can be measured for viewability. Not all ads served can actually be measured for viewability. This is because some ad environments can prevent measurement technology from accessing the information needed.

Measurement tag

A piece of code added to the creative in order to send data to the measurement provider so viewability can be determined.

Mobile Rich Media Ad Interface Definitions (MRAID)

A common API developed to enable rich media advertising in mobile in-app environments. MRAID is a standardized set of commands, designed to work with HTML5 and JavaScript, that developers creating rich media ads use to communicate what those ads do with the apps they are being served into – expand, resize, get access to device functionalities such as calendar events, etc. MRAID is only relevant for mobile rich media creatives that run in an in-app environment, not mobile web.

Out-stream video ads

A video ad that autoplays whenever a consumer navigates to it within text content. It’s known as outstream because the ad exists outside of online video content. Instead of running within a standard video player, these high-quality impressions can run within standard ad placements, on the corner of the page, or even within the content of a written article. Also known as in-read or native video.

Placement

The location where an ad will be placed. Different ad placements will have different viewability rates based on consumer activity, such as above the fold vs. below the fold.

Pre-bid

Occurring before the advertising media purchase takes place. In some programmatic environments, ad buying resembles an auction in which potential buyers place “bids” on desirable advertising inventory. A brand or agency may want to know the likelihood that inventory will meet certain criteria (such as viewability) before bidding on it – that is, pre-bid. Pre-bid viewability is a best estimate that an ad will be viewable but does not guarantee it.

Rich media

An ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content. The ad can expand, float, peel down, etc.

Video Ad Serving Template (VAST)

A script that gives video players information for serving ads.

Video Player Ad-Serving Interface Definition (VPAID)

A definition that establishes a common interface between video players and ad units, enabling a rich interactive ad experience.

Viewability

The ability for an ad to be seen by a consumer. In order to be considered “viewable,” an ad must meet the minimum requirements in the MRC guidelines.

Viewport

The consumer’s visible area of a web page. It varies by device.

The post Viewability Glossary appeared first on Integral Ad Science.

Introducing the Industry’s First Video-Level Brand Suitability Measurement for CTV

IAS Team — Thu, 18 Jan 2024 01:00:00 +0000

Improve campaign effectiveness and grow your brand with multimedia classification

UPDATE: We are pleased to share that Total Media Quality for CTV Brand Safety and Suitability in partnership with IRIS.TV is now generally available. For interest in activating this exciting new report, please reach out to your IAS sales representative for more details.

IAS has partnered with IRIS.TV to announce Total Media Quality for CTV Brand Safety and Suitability, the industry’s first video-level brand suitability measurement for CTV, powered by IAS’s multimedia classification technology. Utilizing the IRIS_ID, this industry-leading measurement product will provide marketers with reporting aligned to the Global Alliance for Responsible Media (GARM) Framework and will be available in the U.S. in H2 2023. The IRIS_ID is a content identifier that allows IRIS-enabled publishers to securely share video-level data for advertising applications.

IAS’s multimedia classification technology goes beyond metadata with frame-by-frame, video-level measurement that analyzes image, audio, and text to provide marketers with industry-leading brand suitability scoring. The IRIS_ID allows publishers to provide granular video-level brand suitability reporting, enhancing marketers’ ability to verify that their CTV ads are delivered in the right context.

IAS’s Total Media Quality for CTV Brand Safety and Suitability enabled by IRIS.TV unlocks value for Advertisers and Publishers:

Advertisers can:

Monitor and define the GARM suitability of the actual videos/programs next to which their ads appear by leveraging the IAS Multimedia Tag
Obtain more precise, transparent and accurate measurement with a resolution that goes beyond app, channel, and content metadata
Ensure their CTV investments are brand suitable without the scale limitations of a blunt app-level approach

Publishers can:

Provide content transparency in a secure and privacy-first way
Enable advertisers to confidently invest in and run ads on CTV with reassurance that the surrounding content aligns with exactly what their brand stands for
Share a deeper level of contextual insights with advertisers to inform strategies that increase campaign effectiveness and lock in new demand

Download the one sheet and reach out to your IAS representative to get started.

DOWNLOAD NOW

“At Horizon Media, we are committed to protecting our clients’ brands and customers by ensuring safe and suitable placement of ads. To make this happen, we are focused on creating transparency through the strategic use of the best tools in order to identify nuanced content across platforms. Given the growth of CTV, it is important that the marketplace evolve to offer solutions that provide consistent and granular measurement within these environments. The reporting solution by IAS, in partnership with IRIS.TV aims to do just that, as frame-by-frame content identification and reporting allows advertisers to be more confident of the exact video content within which their ads are delivered. As both viewership and investment shift toward ad-supported streaming environments in the future, it will be important that advertisers have the right tools at their disposal to offer this transparency.”

— Jason Lee, EVP, Brand Safety & Consumer Advocacy, Horizon Media

The post Introducing the Industry’s First Video-Level Brand Suitability Measurement for CTV appeared first on Integral Ad Science.

Where Do Consumers Spend Most of Their Time?

IAS Team — Tue, 16 Jan 2024 14:00:00 +0000

Marketers are on the hunt for that sweet spot where their audience spends most of their time. It can be tempting to throw money at every platform in an age where consumers are glued to multiple devices — but there’s more to it than that.

So where are consumers spending most of their time online? Let’s navigate the different platforms and identify strategies to help you target your audiences.

Are computers the new television?

In some ways, yes. Recent research by Accenture examining consumer media consumption patterns reveals a noticeable uptick in internet users watching TV content on their personal desktop rather than on an actual TV. And while watching TV was the number one rated leisure activity for people in the U.S. accordin g to the U.S. Bureau of Labor Statistics, computer-related activities, like gaming and socializing online, emerged as a close second.

Let’s look deeper into time spent on desktop. On average, consumers allocate 34 minutes per day to using a computer for gaming, leisure, and socializing. The labor statistics study found that consumers double their time socializing online on the weekends, dedicating 53 minutes in contrast to 25 minutes on weekdays. Here, we see a shift in leisure patterns — weekends foster increased social interaction compared to the typical work week, helping marketers understand where their audiences can be found online throughout the week.

For marketers navigating desktop environments, it’s crucial to understand the motivations behind the surge in computer usage. For example, what should marketers consider as they craft strategies to effectively connect with this growing audience of PC-oriented TV viewers?

It’s all about convenience.

While CTV interactivity and customization is becoming more common, desktops are still leading the charge in user personalization. What sets the computer experience apart is the seamless accessibility of these features when a viewer transitions across different devices, offering a level of personalized engagement that elevates the overall viewing experience. So, in a time when computers are giving consumers a reason to shift their media consumption away from more traditional methods, marketers should focus on ad formats that fit their needs.

The mobile divide: apps vs. browsers

People are scrolling on their phones everywhere you look. Insider Intelligence tells us that in the U.S., mobile consumption consistently overshadows traditional channels in both viewership and listenership. Beyond merely seeking entertainment on smartphones, consumers are dedicating more and more time to mobile apps, with an emphasis on social media and messaging apps.

This shift in preferences underscores the evolving media consumption landscape, with mobile serving as a primary conduit for entertainment and communication. Consumers are dedicating a greater portion of their time to mobile apps versus browsers — mobile app usage is estimated to reach 3 hours and 28 minutes per day this year, while browser usage is expected to remain at a much lower 52 minutes per day.

This is where mobile-first campaign strategies and transparent in-app media quality become crucial for marketers to ensure their valuable investments are truly reaching consumers where they are and driving engagement.

CTV and linear — where will ads have the most impact?

In 2023, the CTV wave swelled, with a staggering 88% of U.S. households owning at least one connected TV device. This transformation is most pronounced among Gen Z and Millennials (yes, CTV has won over Gen Z), with over 110 million CTV users in their ranks. As viewers pivot from traditional linear TV to streaming alternatives, advertisers are eagerly harnessing the potential of this digital migration. In fact, marketers surpassed $25 billion last year in CTV ad spend.

So what’s the deal with linear TV? While U.S. adult usage by the hour continues to drop annually, expanding CTV viewing time is actually backstopping the decline in traditional TV, which is helping to maintain (and grow) TV-based budgets. Plus, consumers are still spending time with linear TV — especially in 2024 with an upcoming political election and the Summer Olympic games.

Consumer perception of CTV ads has painted a positive picture. Over 60% of CTV viewers express a preference for watching ads if it means saving money. They also welcome targeted ads to enhance their viewing experience. Plus, nearly six in 10 CTV users think CTV ads are more relevant compared to linear, and recent IAS research found that relevant ads drive higher brand impact than those that are irrelevant.

How IAS can help

In a world where the already complex digital advertising landscape is evolving at breakneck speed, seizing opportunities on different media platforms has become more critical than ever. But not all platforms should be utilized equally.

Consumers are increasingly on the go, and so are our products. Whether consumers are watching a video, playing a game, or reading an article, IAS offers the same level of accuracy and insight into mobile media quality as we do for desktop, including MRC-accredited Viewability and Invalid Traffic measurement, plus Brand Safety and Suitability optimization solutions.

IAS is the first and only partner to work directly with the largest video publishers to validate that ads on CTV are played to completion and free from invalid traffic. Our CTV product gives marketers the insight to know exactly what they’re up against with comprehensive video metrics, protection against all major fraud scenarios, and our first-to-market CTV valid quartile consumption metrics that give insight into campaign viewability. Additionally, we’ve launched the industry’s first video-level brand suitability measurement for CTV in partnership with IRIS.TV to help marketers protect and grow their brand through frame-level video analysis, GARM industry alignment, and unmatched transparency.

Reach out to an IAS representative or contact us now to get started.

The post Where Do Consumers Spend Most of Their Time? appeared first on Integral Ad Science.

RESEARCH: The 2024 Industry Pulse

IAS Team — Mon, 18 Dec 2023 13:00:00 +0000

Media experts weigh in on advertising opportunities in 2024

As the industry reflects on the past year, IAS conducted our annual deep dive into the trends and technology that will shape the future: The Industry Pulse.

In 2024, industry experts will follow consumer behavior. Marketers plan to invest in well-established environments with high potential for innovation, like social media and digital video. Responsible media practices are also on the rise, with media experts increasingly prioritizing placing ads alongside media that promotes trustworthy journalism and ethically responsible content.

Shifts in advertising priorities can bring unexpected media quality challenges. So how are top industry experts planning for success in 2024?

Here’s a sneak peek at what we found:

Social media: The number one channel media experts plan to prioritize in 2024

Digital video & CTV: 84% of media experts say machine learning that can classify multimedia content will be important to ensuring brand safety in digital video ads

Responsible media: 74% of media experts say they will prioritize responsible media investment when buying or selling digital ads over the next 12 months

Top industry experts are investing in advertising opportunities that will drive superior results next year. Download the 2024 Industry Pulse to find out how.

The post RESEARCH: The 2024 Industry Pulse appeared first on Integral Ad Science.