Key details for dataxu: 1) Founded in 2009 2) Based in Boston, MA 3) $87.5M in capital raised 4) 302 employees according to LinkedIn
Quote from Alison Levin – VP of ad sales and strategy @ Roku: “The acquisition of dataxu furthers our ambition to right-size media spend [in streaming] against consumption…This provides our own self-serve platform for buyers to optimize across linear, OTT, desktop and mobile.”
Roku is adding the following: 1) Self-serve media buying platform 2) Device graph technology 3) Desktop/mobile footprint 4) Performance-based marketing experience
Why this happened: Sunday marked the end of the 10th and final chapter of season 1. Before launching season 2, Epic chose to take the game offline during one of their busiest times rather than doing something boring like launching the new version at 3 AM on a Tuesday. This caused a panic, which led to far greater buzz/interest than any marketing campaign would have generated.
Quick math on watching people play video games vs. reading:
1) 16.8minutes/day/person reading for 15+ 2) 102 hours/year/person reading for 15+ 3) 251M individuals 15+ in the U.S. 4) 25.7B hours/year of reading for all 15+ individuals in the U.S.
5) 8.9B hours/year of watching other people play video games (assuming all 15+ AND U.S.) 6) Total reading time is 2.9X total time spent watching other people play video games
Obvious caveats for above Twitch numbers:
1) Some hours are outside the U.S. 2) Some hours are for under-15
Top 5 teams ranked by local TV ratings according to Sports Business Journal: 1) St. Louis Cardinals – 6.59 2) Cleveland Indians – 6.55 3) Milwaukee Brewers – 6.37 4) Minnesota Twins – 6.33 5) Boston Red Sox – 5.25
Bottom 5 teams ranked by local TV ratings: 1) Oakland A’s – 0.76 2) Seattle Mariners – 0.83 3) Chicago White Sox – 0.95 4) Texas Rangers – 1.17 5) Anaheim Angels – 1.24
The big question: Can the member companies of OpenAP cooperate enough to compete with Google and Facebook?
Quote from Sara Fischer – Media Reporter @ Axios: “During a panel I moderated last week at AT&T’s advertising conference, some of the country’s biggest buyers noted that sellers do these things to make it easier for them to sell ads, but these fragmented alliances don’t always make ads easier to buy.”
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Key details for OpenAP: 1) Announced in 2018 2) Owned by Fox, NBCUniversal, Viacom, and Univision 3) Includes inventory from 20 cable networks and 3 broadcast networks 4) Buy-side marketplace launched October 1st
Share of advertisers who expect to increase spend by media type in the next 12 months according to FreeWheel: 1) Advanced TV – 78% 2) Digital Video – 65% 3) Mobile – 50% 4) Digital Display – 43% 5) Local TV – 14% 6) National TV – 8%
What happens next: TV Buyers are being rebranded as video investment teams, and digital buyers are going to school on TV metrics.
The future: The term “digital buyer” and “TV buyer” will go away, and there will be “video buyers.” Everyone cannot be great at everything so some buyers will be stronger in TV or digital, but the future is cross screen.
Who wins: The winners will be whichever side learns the other side’s piece first and effectively integrates it into a holistic video offering.
Reminder: It is early in the game for advanced/addressable advertising.
National TV ad spend share by targeting type according to eMarketer: 1) Age/Gender – 95% 2) Advanced TV/Audience – ≈ 3% 3) Addressable – 2%
Adoption for addressable TV: 1) Fully using – 15% 2) Experimenting or not using – 85%
Adoption for advanced TV: 1) Fully using – 17% 2) Experimenting or not using – 83%